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March 19, 2012 Publicity 2012.03.19 09:45
Corporate Social Responsibility a way to the open dialog original language

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.

March 19, 2012 Ekonomicheskiye Izvestiya (Kyiv) 44
A world barrel. Enormous China enjoyed beer original language

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.

March 18, 2012 Expert (Kyiv) 10
Apple growing in a bottle original language

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.

March 14, 2012
A beer way to Euro original language 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.

March 13, 2012
UKRAINE Carlsberg increased by ten times the share of Zatecky Gus original language

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.

March 9, 2012 Focus (Kyiv) 10
A forward-looking panda original language

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.

March 8, 2012 DengiUA (Kyiv) 5
Rating of Universities 2012 original language

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”.

March 7, 2012
Review: Brewing in Ukraine original language

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.

March 3, 2012
The sponsor of Zarya is a beer company original language

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.

March 2, 2012
Carlsberg Ukraine opened a press club to 2012 original language

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”.

February 29, 2012
Carlsberg began a 100 days countdown to the start of EURO 2012 original language

Carlsberg, the official sponsor of UEFA EURO 2012, today starts a 100 days' countdown to the most ambitious football event of 2012. This 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.

February 27, 2012
During Euro 2012 the consumption of beer in Ukraine shall grow by 400 thousand liters original language

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.

February 20, 2012 Segodnya (Kyiv) 39
Corporate fancies original language

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.

February 15, 2012 Segodnya (Donetsk issue) (Donetsk) 35
Folk taster: on the way to Ukrainian beer culture original language

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.

February 13, 2012 Ekonomicheskie izvestiya (Kiev) 21
The Slavs go for a beer original language

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.

February 7, 2012 Forbes (Kiev) 2
Black mark original language

There are several ways to show the employee that he can not cope with his duties.
Once a month, one of eight regional directors of “Carlsberg Ukraine” receives an unusual package — an aquarium with a turtle. Following the tradition established by the Peter Chernyshov, Chief Executive, the animal goes to the head of the branch that fulfilled the plan worse than everybody else. “If there are no outsiders, then the Vice-President on Sales receives the turtle — adds Chernyshov. — It means, he approved the low indicators”.

January 30, 2012 Business (Kiev) 5
Taking a sip original language

Players strengthen their market positions by combining the assets. Low income of consumers, short summer, increased excise taxes — all this did not allow brewers in the past year to increase realization of beer in Ukraine in comparison to 2010. Under these circumstances the players of the consolidated beer market (95-97% held by four large companies) have to combine assets in order to, by reducing costs, preserve their market share and also to increase it.
Peter Chernyshov, Chief Executive of Carlsberg Ukraine, said: “We're not going to buy anything new in Ukraine — any brands or breweries. It is our principled position. However, in this course, we want to increase our market share and do it in organic way — through innovation and development of existing capacities and own brands”.

January 30, 2012 Delovaya Stolitsa (Kiev) 3
Game appeal original language

Ukrainian producers of beer place their stake at football. This year domestic brewers shall try to improve their position by involving football fans.
Yaroslav Koval, Vice-President for marketing at Carlsberg Ukraine, believes that producers are encouraged by market potential. “Beer consumption in our country is still below the level of European countries — 58 liters per year against 88 liters in Lithuania, 87 liters — in Poland, 70 liters — in Latvia. So there is much to grow”,— he said. In addition, producers are attracted by the fact that Ukraine remains one among few countries that permits direct advertising of beer, which means that there are ample opportunities for active promotion of products.

January 26, 2012 Ekonomicheskie izvestiya (Kiev) 9
Beer will be saved by football. The industry expects a good income from the sports festival original language

Next year, the beer market also will not reach pre-crisis indicators. Only Euro 2012 may help increase sales. The industry looks forward to football fans.
“We made analytical estimation on the effect of the championship and analyzed data from 1988 — if you take the growth in beer consumption during the three years before the championship, the championship adds around 4%. It can not be attributed to Ukraine, because it suffered from the crisis, but on average you can expect up to 4% to the indicator on how much the market would have grown without the Euro 2012” — says Yaroslav Koval, Vice-President for marketing at Carlsberg Ukraine.

January 25, 2012
Carlsberg calls up Peter Schmeichel to be its global ambassador for UEFA EURO 2012 original language

Carlsberg, official sponsor of UEFA EURO 2012™, is finalizing its own dream team to help activate its sponsorship of the tournament.
Carlsberg Group is pleased to announce that Peter Schmeichel, legendary former goalkeeper for Denmark and Manchester United, became its brand ambassador for the duration of marketing campaign for UEFA EURO 2012™.


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