CARLSBERG CASE: Developing a brand growth strategy
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Carlsberg has to navigate not only changing consumer behaviour, but also within a reality of interaction and cannibalizing across Carlsberg’s own beer brands. It calls for a revised Brand Growth Strategy.
Ipsos led the strategic consultancy process based on a recently developed demand space segmentation model and aggregated market insights.
The result is a holistic understanding of the current market situation and how Carlsberg’s brands needs to operate within this – brought to life through a Book of Insights, Growth Plan and Brand Action Plans.
Ipsos’ team is flexible, fast and very skilled and they understand both our market and our business. What they have proven here is their ability to both deliver a strategic framework at the highest level and to being very specific and action oriented in their recommendations.
- VP Marketing, Carlsberg Denmark
