Carlsberg As Class A · OMXCOP:CARL_A

Carlsberg As Class A — Carlsberg Breweries — Q2 2002 Earnings Presentation

11 slides from Carlsberg As Class A's earnings presentation, Aug 8, 2002

  1. Slide 1: Strong brands increase profitability

    Carlsberg Breweries A/S Strong brands increase profitability 1

  2. Slide 2: Believing in the Premium Segment

    Carlsberg Breweries A/S Believing in the Premium Segment • Premium beer segment expected to grow 4-6 % annually (vs. total beer approx. 2%) • Currently the premium segment represents: – 10 - 12% of total beer volume – 18 - 20% of total beer value • Strong premium segment position deliver high profit

  3. Slide 3: Carlsberg Global Consumer Research

    Carlsberg Breweries A/S Carlsberg Global Consumer Research • Seen as the definitive beer in terms of quality – potential to increase emotional appeal for the brand • Considerable goodwill exists towards the brand – revitalization in mature markets should increase target group appeal • An open-minded

  4. Slide 4: Revitalizing the positioning of the Carlsberg Brand

    Carlsberg Breweries A/S Revitalizing the positioning of the Carlsberg Brand 4

  5. Slide 5: Revitalization Projects Generated

    Carlsberg Breweries A/S Revitalization Projects Generated • New pack-design • Gradual integration of values & positioning – in all marketing activities by Q3-2003 • New international communication – to be used in several markets • Increased investments in global sponsorships – making consumers feel

  6. Slide 6: Carlsberg Breweries A/S

    < ” @ Son 7) = ® = fea fe) i= ® Ke} & i= © O CARLSBERG A/S

  7. Slide 7: Increased investment in our powerful global sponsorships

    Carlsberg Breweries A/S Increased investment in our powerful global sponsorships Global sponsorships - Football Global sponsorships – Ski & Golf Source: Nielsen Research 7

  8. Slide 8: Drink with a world of friends – TV commercials

    Carlsberg Breweries A/S International communication Drink with a world of friends – TV commercials 8

  9. Slide 9: Anticipated return on investment

    Carlsberg Breweries A/S Anticipated return on investment • Carlsberg has invested approx. Euro 5 million in brand revitalization programme excl. communication • Closer alignment of the brand will enable the Group to capitalise on global synergies in marketing • Objective - grow the brand 8% annually

  10. Slide 10: Brand Is Delivering A Healthy Growth Trend

    Carlsberg Breweries A/S Carlsberg Brand Is Delivering A Healthy Growth Trend 13 13 14 12 88 10 66 8 55 6 GROWTH TREND JUNE 2002 4 1,6 1,6 2 0 1995- 2001 YTD RTM JUNE 2000 JUNE JUNE 02 10

  11. Slide 11: Probably the best brand in the world

    Carlsberg Breweries A/S Probably the best brand in the world 11

Carlsberg Breweries — Q2 2002 Earnings Presentation on 6ix