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VIDEO introduction


PRESENTATION • Introduction • Tuborg lemon t • Financial Strengh e • Market is attractiv • Production


TUBORG LEMON SUMMER SEASON of FESTIVITIES!

A refreshing beer with a twist of lemon flavour. It’s all about summer time refreshment, tapping into fun and active summertime drinking occasions. • Pilsner with 4,6% alchool •Produce it in Russia by Baltika. • Since May 2009 in Russia , Bulgaria, Serbia and Montenegro. •Target : young people between 18- 24 year-olds


SUBQUESTION

ď Ź

Which are the financial strengths of Carlsberg to go in this new business area?


Impact of the S&N Acquisition


S&N brings Carlsberg into the top five brewers in the world


SUBQUESTION

ď Ź

Is the summer beer market an attractive market in Denmark?


Market is attractive: - Strong market, financial position and brand awareness (loyalty) - T.L. answers to the new demand:  Special  Quality  Fashionable  Flavoured  Lemon is a very popular flavour - Summer time:  The consumption of beer increase in general  People need something fresh  Success of cider


Market is attractive - No summer standard beer on the market - Already in the Russia, Bulgaria, Serbia, Montenegro market:  TL is succeful  Experience


SUBQUESTION

ď Ź

Should Carlsberg keep producing Tuborg lemon in Russia and transport it to Denmark or should they produce it in Denmark?


RUSSIA

DENMARK

Possitive

Risk

•Producce Tuborg Lemon

• Need a new production

•Produce halv of their malt

plant= High cost

production = raw materials

•Dont need two production

prices dont affect them that

plants. Not enough

much

consummers

•Experience distributing

Possitive

Tuborg Lemon to other

•Experience

countries

• Copy it or adapt

PRODUCE IT IN RUSSIA AND SEND IT TO DENMARK


ď Ź

Has Carlsberg the right prerequisites to introduce Tuborg Lemon beer in the Danish beer market as a summer beer?

YES THEY HAVE!


THANK YOU AND SKOL!


Presentation