STEP CHANGE INNOVATION – bigger, better, faster
Carlsberg will excel in step change innovation and value engineering. The aspiration is for fewer but more efficient and visible "product news" across more countries. This will be within the beer category as well as within malt-based beverages but also includes packaging, marketing and execution. Carlsberg will sharpen its focus not only on developing and launching new products but also on enhancements and innovations for existing products such as new flavours or new types of packaging in response to growing sales from convenience stores.
COMMERCIAL EXECUTION – brands, categories, route to market
Outstanding commercial execution entails areas such as:
- Consistent brand execution
- Converting unique shopper insights into actionable strategies
- Deploying sales and marketing resources with highest possible effectiveness
- Excellence in value management
- Converting deep customer understanding into value creation
- Ensuring optimised route-to-market control in all markets
EFFICIENCY – group, regional, local
Carlsberg will continuously adjust and optimise the cost base, including the brewery structure, in all markets.
In recent years, a number of Excellence programmes have covered systematic streamlining of processes and procedures across the whole value chain in areas such as production, procurement, administration and logistics. Carlsberg will continue to execute these in the commercial area, in production, procurement, logistics and in administration.
As a natural extension of the Excellence programmes, standardisation across functions and geographies is the next phase and the new enabler in the ongoing work to increase the efficiency of all parts of the business.
WINNING BEHAVIOURS – leadership and organisation
Carlsberg is committed to enhancing the skills of managers and employees, and to developing strong winning behaviours, which pulls the Company together across national borders and functions, and promotes commitment in people’s everyday work.
A set of shared winning behaviours will guide the way business is done across markets and regions. The winning behaviours include:
- All decisions are based on the needs and preferences of consumers and customers
- Employees are empowered to promote a work environment where good ideas and passion to deliver are recognised and rewarded
- Despite the local market position, Carlsberg acts as an entrepreneur: fast, proactive and action-oriented