copenhagen presentation
TRANSCRIPT
Carlsberg’s Copenhagen Beer in North AmericaCarlsberg’s Copenhagen Beer in North America
Research OverviewResearch Overview
• CarlsbergCarlsberg
• CopenhagenCopenhagen
• General environment of the beer industryGeneral environment of the beer industry
• Past and current beers targeted at females Past and current beers targeted at females
• Literature review on marketing to women Literature review on marketing to women
CarlsbergCarlsberg
Carlsberg’s Brand Portfolio - InternationalCarlsberg’s Brand Portfolio - International
Small player in the Beer IndustrySmall player in the Beer Industry
Never focused on womenNever focused on women
Strong Financial PositionStrong Financial Position
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Copenhagen Beer Copenhagen Beer
The Beer IndustryThe Beer Industry
GENERAL ENVIRONMENT OVERVIEWGENERAL ENVIRONMENT OVERVIEW
Carlsberg’s Previous Attempt with the Eve brandCarlsberg’s Previous Attempt with the Eve brand
Past & Current Beers Past & Current Beers
MARKETING CAMPAIGNS TARGETED AT MARKETING CAMPAIGNS TARGETED AT WOMENWOMEN
Literature Review Literature Review
ON TARGETING TO WOMENON TARGETING TO WOMEN
Targeting WomenTargeting Women
• Effective Marketing StylesEffective Marketing Styles
• MindsetsMindsets
• Shopping StylesShopping Styles
• Online PresenceOnline Presence
• Brand LoyaltyBrand Loyalty
• E-CommerceE-Commerce
Digital Marketing StrategyDigital Marketing Strategy
HOW TO PROMOTE COPENHAGEN IN NORTH HOW TO PROMOTE COPENHAGEN IN NORTH AMERICA? AMERICA?
Looking at Successful Looking at Successful CampaignsCampaigns
Our Promoting InitiativesOur Promoting Initiatives
Engaging WomenEngaging Women
Appealing to WomenAppealing to Women
Q&A