1: The Carlsberg Trade Marketing Case 💗♾️
Tuborg, facing declining consumer loyalty, pioneered Trade Marketing in Denmark. This transformation, exemplifying ImagineerShip philosophy, increased profitability by 10ppt.
Growing Good ViiBE Cooperation, Growing 10ppt Margin Gain
Cultivating Consumer Bonds in a Win-Win-Win Trade Marketing Transformation
In the 1990s, Tuborg (part of Carlsberg) faced rising private-label competition and declining consumer loyalty in the Danish beer market. Traditional key account negotiations focused on discounts and promotions, further eroding margins and creating adversarial relationships between brands and retailers. By pioneering Trade Marketing in Denmark, Tuborg transformed its approach, shifting from transactional to collaborative partnerships that benefitted consumers, retailers, and the brand. The result? Stronger consumer bonds, a revitalized beer segment, and a 10ppt profit margin increase.
