DNA - Mumbai
Wed, 29 Jun-11
Pg# :15
Size : 424 [Link].
'2011 will be a significant year'
Soren Lauridsen, Managing Director, Carlsberg India, explains how strategic initiatives will drive further growth in the India market
player in the market. Our focus is on developing and strengthening Carlsberg India's brand portfolio through innovation and commitment to superior quality. We have a well defined target group for each of our products and make focused efforts at reaching out to them via various brand activations, which has expanded across all markets in India. Carlsberg all malt premium beer is the flagship brand of Carlsberg group and a part of the 'mild' beer portfolio of CIPL. It is targeted at young achdts. with an explorer mindset - having a desire to experience a better and more authentic self and a more fulfilling life. Tuborg, on the other hand, is a 'young at heart' brand that embodies fun and music as its core elements. The brand is targeted at the aspirational and experimental section of the society that likes to indulge in fun and music. Carlsberg and Tuborg have premium pricing, despite that both brands are doing well and within a period of 12 months of its launch, Tuborg Strong has become the biggest brand in Carlsberg India's portfolio. Another brand from our stable is Palone 8 - a strong beer targeting mainstream audience. The brand typifies the consumers' daring attitude and their strength to go one step further in life. profile marketing activities, new players are working their way into the minds of consumers through their strategic brand propositions. Carlsberg Exceptiona l has associated with Kings XI Punjab in the IPL. We have also implemented innovative events like "Carlsberg Sunday brunches" and lounge nights. Thnough Tuborg Fun Starter Nights we are closely associated with music events. A combined set of activities with a stroing overall strategy has enabled a robust growth cycle for Carlsberg in India. Do you see Carlsberg's global brand consolidation exercise "That calls for a Carlsberg" coming here? Carlsberg has recently invested significandy in repositioning its brand to support its ambition to be the fastest growing global beer company. At the heairt of this is a redefinition of its brand proposition which celebrates Carlsberg's heriitage and values, while connecting witlh today's active, adventurous generation of beer drinkers. It encourages consumers 'to step up and do the right thimg', rewarding themselves with a Carflsberg for their efforts and it carries the tagline "That calls for a Carlsberg". CarHsbergs visual identity has been modernized, distribution channels were widlened and a new range of packaging wass railed out across more than 140 markets. hi India, we too have taken this global positioning forward. Major changes cam be seen in branding elements, primairv and secondary packaging as well as communication. Tulborg is well associated with music events around the world, what are the> key associations in India? TTuborg Fun Starter night has partnered and supported various events revolting around the core idea of fun and muisic. In India it is associated with one of tihe biggest musical events such as Sunbuirn. We also bring international artists to perform through Tuborg Fun Starter Nights and popular bollywood talent at Fuingama Nights. We also have partnered witth Vhl for television properties like Hip Ho>p Hustle, Gods of Guitar to enhance ouir brand image and strengthen our brauids connect with consumers. Ho>w important is CSR for Carlsberg? ,'Social responsibility constitutes a corre aspect of Carlsberg India. While we aim at being the fastest growing beer coimpany in the world we want to grow responsibly. Globally our CSR mandate is ffocused on environment, drinking responsibly, community engagement, con- ^ siumer issues, labour and human rights, o [Link] and safety, business ethics and re- sponsible supplier management. <
How has Carlsberg's presence in India evolved since the launch in 2007? Carlsberg is the world's fourth largest brewery group with presence across 150 countries. We commenced our India commercial operations in 2007 and have breweries located in Ponta Sahib, Alwar, Aurangabad, Kolkata and Hyderabad. We have available for our Indian consumers and customers our flagship brand Carlsberg, which is tlie only beer in the country spiced with unique aroma hops that gives it a distinctive taste. It is served in a stylish proprietary bottle that upholds its super premium image. We have also launched brands like Tuborg Green and Tuborg Strong. In 2009, Tuborg Green won the prize for best newcomer brand. Tuborg Strong was awarded the Connoisseur's Choice and the New Product of the Year Award within a year of its launch in the Indian market. Tuborg Strong also won an award at International Beer Challenge in London. 2011 will be a significant year for Carlsberg India where strategic and marketing initiatives will further chart out our robust growth plan in this dy- Carlsberg recently opened its 5th namic market. brewery in India, are there more on the anvil? What is its market share in India? The opening of the Hyderabad brewCarlsberg India is performing well ery in December 2010, with a total inacross all regions; this has been bol- stalled capacity of 450,000 HL per year stered by a significant growth of over reaffirmed Carlsberg's robust expansion 60% in January-May 2011 compared to plans for India. Like all our breweries in the same period last year. While our all India and overseas. Carlsberg India enIndia market share from January-April, sures production of high quality beer YTD was 6.2% (excluding Tamd Nadu), through stringent quality control. We up from 3.5% during the corresponding have our own water treatment plant and period last year, the overall market did we believe in producing beer by using as not do too well since it was impacted by little water and energy. the late summers, dry days due to elections and new tax policies introduced in What is the Carlsberg 'India' stratecertain states of India, leading to a mod- gy to remain in the forefront? How est 4.5% growth from January to May is Carlsberg unique and different hi India strong beer consists of 80% from others. of the beer market. Most of our strateThe Indian beer industry has witgic efforts are targeted towards the nessed a number of changes over the last strong beer segment and in keeping with years. Indian market has traditionally the requirements and needs of our con- been a challenging market for newcomsumers and customers. The launch of ers because of its diversified geography, Tuborg Strong last year and its success huge variety of social and cultural setup, shows that we are on the right track. differential tax regime across states etc. While long standing players have been What is the Carlsberg's range of prod- able to consolidate their strengths by setucts offered in the Indian market? ting up country-wide manufacturing and Having entered the Indian beer mar- distribution network and have the benket in 2007, Carlsberg is a relatively young efit of higher brand recall, due to high-
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