The Indian beer market is growing at 19% annually as consumption increases, while the world market is stagnant. Major international brewers like Carlsberg have entered India. Carlsberg analyzes the Indian market using the 4Ps, STP, SWOT, and PESTEL frameworks. It focuses on urban youth and launches premium mild beers. While facing threats from regulations and competition, opportunities exist in low-calorie beers and Asia's growing drinking population. Carlsberg aims to gain 10% market share in India within two years by establishing local breweries.

3. INDIAN BEER MARKET IS EXPANDING LIKE NEVER
BEFORE. WHILE THE WORLD MARKET HAS ALMOST
STAGNATED, BEER CONSUMPTION IN INDIA IS
GROWING AT A RATE OF ALMOST 19%.
MAJOR INTERNATIONAL PLAYERS HAVE VENTURED
INTO THE INDIAN SCENARIO. CARLSBERG IS ONE OF
THEM. WE HAVE TRIED TO UNDERSTAND THE
STRATEGY ADOPTED BY THE CARLSBERG GROUP BY
4P’S, STP AND PESTEL ANALYSIS.

4.  The company was formed in 1847 by J.C. Jacobsen outside Copenhagen, Denmark, and
named after his son Carl.
 Exportation of Carlsberg Beer began in 1868; foreign brewing began in 1968 with the
opening of a Carlsberg brewery. The company's main brand is Carlsberg Beer, but it also
brews Tuborg as well as local beers.
 After merging with the brewery assets of Norwegian
conglomerate Orkla ASA in January 2001 Carlsberg became the 5th largest brewery
group in the world.
 In 2009 Carlsberg is the 4th largest brewery group in the world employing around 45,000
people.
About The Company:

5. Strength:
 Strong Customer &
Brand Loyalty
 Unique Packaging That
Customer Can Easily
Recall
 Global Presence Of The
Brand
Weakness:
 Less innovation in the
recent years might
become a concern.
 Penetration in the market
is low especially in the
emerging economies
Opportunity:
 Low calorie beer. Society
is pushing for “healthy”
beers.
 Asia- Beer-drinking
population increasing
dramatically
Threats:
 Comparatively low prices
of competitors
 Stricter laws for Drunk-
driving cases
 Competitors
S
W
O
T

6.  Products: Three product have been launched in India.
o Carlsberg
o Okocim Palone
o Tuborg.
 Price: Different variants have different price.
o Carlsberg Pint (330ml) costs Rs.110.
o Tuborg Rs.160.
o The bottle (650ml) of Okocim Palone will cost us Rs.190.
 Place: All the metros and major cities especially north and
west India.
 Promotion:
o Targeting the youth with their mild section.
o Have a variant for strong section.
o Free-sample, social networking.

7.  Segmentation: Carlsberg group has tried to segment the market on the basis of
urban and rural population moreover they have also tried to segment on the
basis of geography concentrating more to the northern and the western region of
the country.
 Target Market: The Carlsberg group has majorly tried to cater to the younger
consumer and with its product Okocim Palone it has targeted the section who
likes to have a stronger beer.
 Positioning: It has positioned itself as a premium mild beer. Carlsberg as
compared to its counter-part is costlier and with the launch of its flagship brand,
the company is trying to create a premium, all-malt beer category.
Moreover STP and 4P’s analysis show that Indian breweries market is open
for international players and they can very well cash-in on their international brand
recognition.

8.  The scenario of India is very different from rest of the world. Any
company venturing into the Indian market will have to study the
political environment here.
 Different states have different rules for liquor. Some states like
Gujrat are Dry states where the sales of liquor are completely
banned. Some states have time limits i.e., after 9 the sales of liquor
are prohibited. Even the age limit for drinking in India is under
discussion. Right now it is 25, so Carlsberg has to be very specific
when targeting its consumer.

9.  The economy of India is changing. There is a rise in per capita
income and as a result the disposable income of people specially
living in urban cities is also increasing rapidly.
 The Carlsberg group has realized this potential and thus has
targeted only the urban cities of India in their early stage
to penetrate the market.
 According to the MD of the Carlsberg Group, Mr. Gidwani,
Carlsberg has aimed to grab a market share of approx. 10 %
by next 2 years, once that target is achieved, they will expand
their base to other cities and rest of the country.

10.  As India is said to be the land of diverse culture, we can’t
categorize India under one segment.
 There is a school of thought against the so called pub
culture and then there are rest, but as they say change is
inevitable that’s why The Carlsberg Group is relying on
the change and has targeted the new Indian who is open
to change.

11.  Importing beer attracted heavy taxes from the government resulting in
higher prices of the same. Therefore to increase the base in the Indian
market, it was advisable to set up plant in India itself.
 With the joint venture with South Asia Breweries Carlsberg has set up four
breweries in Rajasthan, Maharashtra, Himachal Pradesh and West Bengal
to reduce the cost.
 According to the company sources, it is using an advanced technology to
ensure that the beer that gets out is of better quality and great taste.

12.  Environmental factors include the weather and climate
change. As the climate here is generally warm,
Carlsberg increases the promotions during
summertime.
 As the company is new, we yet have to see its effect on
environment and vice versa.

13.  Again The Carlsberg Group is very careful about the
steps it takes because of the political environment which
could land it in trouble.
 As the laws are different for different states, Carlsberg
India has played smart in making a social networking
website so that its purpose of marketing is also solved
and it didn’t cross the line of the law as well.