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