CARLSBERG: Demand space segmentation toolbox
Discover how we helped Carlsberg optimise and identify growth potential for brands and markets through a validated segmentation model.
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Carlsberg is a global company managing more than 450 different brands worldwide with different positionings across different markets. In a situation where the beer category is not growing, Carlsberg wanted to dig deeper into demand spaces (drinking situations) and to use the most advanced segmentation tools to optimise and identify growth potential for their products.
Ipsos was chosen to carry out large-scale analyses of consumer motivation, competitors and beer potential across more than 40 different markets. The result is a new global segmentation tool for Carlsberg – and detailed insights into what drives the consumption of different beverages in different situations.
In Carlsberg we want to grow our brands through a demand space segmentation model. Ipsos has the muscle, the brains, the likeability, and the right level of flexibility to define these segments and to identify the growth opportunities within them. This is a key enabler for our growth story.
- Consumer Insights, Carlsberg Group
