The Himalayan Times_PERSPECTIVES

March 27, 2016

Taste the difference

The official beer partner of Euro 2016 offers a chance to live it live! 

Soni Rai
Kathmandu 

Gorkha Brewery Pvt Ltd which holds more than 70 per cent market share of Nepal’s beer market has successfully created a niche for themselves over the past 20 years. The company introduced Carlsberg, one of its premium brands, in 1995 in the Nepali market. Carlsberg, one of the most iconic brands of Gorkha Brewery, is also present in more than 150 countries worldwide. Carlsberg beer contains five per cent alcohol and comes in three bottle and can sizes — 650 ml, 510 ml and 330 ml.

HOW IT ALL STARTED 

Carlsberg Laboratory made its first major scientific breakthrough when Dr Emil Chr Hansen developed a method for propagating pure yeast. The propagating method revolutionised the brewing industry. The samples of the yeast were then sent to breweries around the world by request and young brewers came to Carlsberg to learn the skills. After that the new Carlsberg yeast — Saccharomyces Carlsbergensis — was applied in the every brewing process.

FLY TO FRANCE

 Carlsberg, the official beer partner of the UEFA EURO 2016 started their two month long campaign ‘ Live it Live’ from March worldwide and in Nepal. Baibhav Sharma, Head of Marketing, Gorkha Brewery says, “ As Carlsberg is the official beer partner of UEFA EURO 2016 we want to offer a once in a life time experience to our consumers and football fans through our campaigns,” adding that the campaign is visible in over 3000 outlets all over Nepal which includes premium restaurants, supermarkets and departmental stores.

The winner of the campaign gets a chance to watch the EURO 2016 match between Italy and Sweden live on June 17 in France. EURO 2016 is officially starting from June 10. A coupon will be available with every purchase of Carlsberg beer wherein the buyer has to fill in his details and that of the outlet’s and drop it in the drop box. A lucky draw contest will be held on May 3 and the winner announced. A drop box is available in every outlet where consumer can drop their filled out coupons.

Sharma shares, “ We will be selecting only one winner through the lucky draw contest and the winner can choose a partner to take along with him to France to watch the EURO 2016.” MAINTAINING BRAND VALUE “ The brand’s unique selling point is its brand name itself. We maintain its international standard in terms of price and quality. It also uses special aromatic herbs which are not found in other beers in Nepal.

The brand’s association and with the Barclays League, Liverpool and Euro Cup adds more value to its name,” says Sharma. He further says, “ Carlsberg enjoys over 99 per cent market share in the premium segment.” According to him, Carlsberg’s mantra for success lies in its adherence to the three A’s — appreciation, aspiration and appeal. Sharma shares, “ Consumers recognise Carlsberg because they appreciate it, we are associated with different football leagues which are a result of aspiration and the concept of providing beer towers in different outlets and restaurants appeals consumers. These three A’s are the principles we follow at Carlsberg,” he added.

MARKET SEGMENTATION

 Sharma believes that branding market segmentation is very important, in terms of consumers’ education. He shares that outlet segmentation is equally important to know their consumer’s preference in terms of the type of place they want to hang out. According to Sharma, their target consumers are above 24 years, who have disposable income to spend, and can go to premium outlets.

INTEGRATED MARKETING COMMUNICATION

 According to Sharma, integrated marketing communication is very important in terms of advertising and marketing. For instance, people see advertorials in newspapers which increases the brand’s visibility. Advertisement, he believes, subconsciously plays a vital role in creating a positive image.

He mentions, “ We use print advertisement, outlet advertisement and digital platforms as well. In terms of consumer effectiveness, outlet advertisement is more effective it directly influences the consumers at a point of purchase.”

 TOTAL QUALITY MANAGEMENT

 On being asked about the quality they maintain, Sharma says, “ There are two types of quality test when it comes to total quality management, one we send samples to Carlsberg international research agencies and the second is international agencies pick up the samples from any of the outlets randomly. Apart from this, Gorkha Brewery has Empty Bottle Inspector system in which if any of the bottles has any defect the system automatically break the bottle. We assure the packaging is safe.”