Marketing Case Study: Carlberg Brewery Malaysia Berhad

1.0 Introduction Carlsberg Brewery Malaysia Berhad (CBMB) is known as one of the leading brewer company that produce beer in Malaysia. In 1969, Carlsberg Malaysia Group was incorporated with Carlsberg group, named as Carlsberg Brewery Malaysia Berhad (CBMB). The brewer activities performed by CBMB are mainly in Malaysia, Singapore, Sri Lanka and involved in export market to Thailand, Taiwan and Hong Kong to reach a regional recognition ("Carlsberg Malaysia", 2018). It is a No.1 beer brand in Malaysia with truly international brand and high quality and taste pilsner beer.

The vision of CBMB is having a brand which preferred at all times in every occasion at any places such as social gatherings, grand wedding receptions, and 5-star

Except to its flagship brand Carlsberg which one powerful asset for the company to help the company to occupy an optimal position in the beer market, CBMB establish a wide range of interesting and international brands, such as Carlsberg Smooth Draught, Carlsberg Special Brew and SKOL.

Apart from that, it too offers premium brand such as Asahi Super Dry, Somersby Apple and Blackberry Cider. There have more than 500 local beers. This strength help CBMB to have an advantage to ingratiate with all consumer with their different tastes. Consumer will have more choices under the company brands and increase the competitor advantage.

Marketing

Due to the higher consumption tax, the cost of beer brands in CBMB is getting higher. As a result of higher alcoholic tax it may indirectly encourage black economy of smuggling beer or wine from surrounding countries and sale to its consumer with a lower price compare to the product of CBMB. Thus the revenue of the company will decline.

CBMB would focus on managing spending efficiently rolling out some programme to buffer the impact of rising costs. Due to escalating raw material prices and tax in Malaysia, company had increased some of the product price to mitigate costs. Other than the costs, the company will focus on more in premium brand such as Somersby, Hoegaarden to sustain the operating margin as it offer higher margins due to the higher selling price (Ngui, 2014).

Rules and Regulations As Malaysia is Muslim majority country, Muslim consumers are prohibited from buying or drinking drink that related to alcohol. It might be decrease the popularity of beer due to the rules and regulation, company only can target consumer which from non- Muslim. Furthermore, government restricted any alcohol advertisement over the broadcast media and on billboards. It make CBMB greatly reduced the opportunity to attract Malaysia