References

The company Carlsberg Group is one of nine global sponsors of EURO 2012. The company's managers disclosed some of their secrets and explained what does it mean in practical terms and how make the most of this role for the brand.

Among Ukrainians (2067 people), who participated in the survey about development of leadership in Ukrainian companies from the portal rabota.ua and HRD publishing house, little less then a third (30%) call true leaders top managers, and don't think so about the mid-level managers. 12% respondents believe quite opposite. 20% of Ukrainians call leaders all managers of their company, and about the quarter of respondents (24%) declare that there are no leaders among the managers of their company. Yulia Zabolotnaya, HR manager of Carlsberg Ukraine, thinks that this survey reflects actual state of things in Ukrainian companies, though of course there are real leaders in many organizations.

Leading brand manager for import brands of Carlsberg Ukraine, Alla Sidorenko comments to the “Kommersant” upon the situation at Ukrainian market in the super-premium brands segment, and mentions that brand's growth rate will depend on the company's marketing costs.

For illegal use of symbols of EURO 2012 Ukraine wants to introduce unprecedented sanctions. Peter Chernyshov, Chief Executive of Carlsberg Ukraine, comments upon the situation concerning copyright in Ukraine.

The company Warsteiner Group observes not only the famous German beer purity law of 1516 but also the modern management standard in the field of food safety ISO 22000. The Technical Director of the company Warsteiner International Thomas Nesner told us what lies at the heart of high quality and reputation of Warsteiner beer.

Recently Carlsberg Group published its global CSR report for 2011, then to the corporate site of Carlsberg Ukraine Company was added a new section dedicated to the Corporate Social Responsibility (CSR). The editors of IAC Publicity decided to ask First Deputy Chief Executive of Carlsberg Ukraine Yuri Bykoriz how of CSR is implemented in Ukraine.

After China has enjoyed beer, Ukrainian manufactures decided to take their time and began devilries to the republic. According to Yaroslav Koval, Vice-President for marketing of Carlsberg Ukraine, today the most attractive countries for brewers are first of all China and South-East Asia and Brazil — fast growing markets with low consumption of beer per capita, that means a vast growth potential.

Cider can become a new national drink of Ukrainians. Some experts predict: in several years cider may transfer from the category “niche drink” to the category “national drink”. Yelena Dzagaryan, manager for marketing of non-beer brands of Carlsberg Ukraine Company, comments upon the process of cider establishment in Ukraine.

Championat.com talked to the Carlsberg representatives and learned what will be the marketing strategy of the official partner of EURO 2012 and what projects are launched before the tournament.

The company Carlsberg Ukraine increased the market share of the brand Zatecky Gus from 0,1% to 0,99% in five months of sales. At large from the moment of the product launching 10,8 million liters of the new beer have been realized.

By inventing the non-linear advertisement, when the market begins to "sleep", Ukrainian companies invest into the future.
Carlsberg Ukraine decided not to accept the fact that the sales volume of beer in colds season drops at average by 2-2,5 times, and launched a Christmas advertisement campaign “Lvivske — a changeless taste of Christmas”, which received a golden award at the largest Ukrainian contest of marketing communications Effie Awards 2011.

A diploma of a serious university is a good basis for starting a career. But the officials of companies say that theoretical knowledge achieved even in the best universities is not enough for proper work of a specialist because universities don't provide technical students with the skills necessary for work in the corporative sector. The HR manager of Carlsberg Ukraine Yulia Zabolotnaya explained this situation to the magazine “Dengi”: “the principal problem is the absence of connection to the real business. The students are given academic knowledge but no communications skills, no solutions of conflict situations, no stress resistance, no ability to plan and organize priorities”.

In the review of beer market by International Marketing Group Yaroslav Koval, Vice-President for marketing of “Slavutich” Company, Carlsberg Group, mentions the following tendency: new brands of the low-price segment “consume” the share of the mid-price segment brands of the same manufacturers. “In our company we follow the way of premiumization for our portfolio. It means that the share of premium brands in the portfolio is constantly growing” — says he.

On 1 of March the company Carlsberg Ukraine announced the conclusion of a sponsor agreement with the Ukrainian FC “Zarya” (Lugansk). As an official beer partner of the club was introduced the TM Holsten brand.

As a part of its preparation to the European Football Championship UEFA EURO 2012 Carlsberg Ukraine Company being an official sponsor of the tournament opened a press club.
The first meting of the club was held on February 29, 2012 in the restaurant “Slavutich-Shato”.

Carlsberg, the official sponsor of UEFA EURO 2012, today starts a 100 days' countdown to the most ambitious football event of 2012. This RetailStudio.org were told in the press service of the company.
Also during its preparation to the championship the company Carlsberg Group planned several initiatives for football fans who shall come to Ukraine and Poland from all over the world.

Euro 2012 shall cause an increased demand for beer in Ukraine. Only during the group stage the consumption of this drink can grow by 400 thousand liters minimum.
“Of course we expect the increase of production volume. But for us the production volume is not so important, because it will depend on the market growth, but most important is growth of market share. Of course we rely upon the growth of the market share at least because our company's brand is the official sponsor of the championship”, — says Yaroslav Koval, Vice-President for marketing of Carlsberg Ukraine.

Today many people know what team building is. “To build a team”, that is the meaning of this word is fashionable nowadays. Some of the major companies for supporting team spirit prefer standard picnics for all employees, and some hold trainings every time.
For supporting team spirit many companies have reference books.
For the brewers of Carlsberg Ukraine the reference book is not an encyclopedia of all kinds of beer (as you might suppose), but a book by Jim Collins “Good to great”. The company's HR manager Yulia Zabolotnaya says that this book offers good examples of successful business, disciplines your mind and inspires.

In one moment we understood that it's time to act and not sit back and wait till the beer culture in Ukraine would be formed by itself. That was how the idea of the national contest “Folk Taster”, was born, one of organizers of which was the company Carlsberg Ukraine.

According to the survey, the beer is most commonly enjoyed by Ukrainians alcohol drink (it is preferred by 45% of people who consume alcohol).
When choosing alcohol drinks the price is often of prime importance. The trend of reducing the consumption in the mid-price segment continues for the third year in Ukraine. “This year, this segment had 44.2%, whereas in 2010 — 49.2%. This trend can be attributed to post-crisis attitudes in society. We expect that with the improvement of economic factors the rise in the mid-price segment will begin” — said Yaroslav Koval, the Vice-President for marketing at Carlsberg Ukraine.