FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS 

Academic Year 2022/2023

ABDT2043 FUNDAMENTALS OF MARKETING

Group Written Assignment

Students’ names Students’ ID Nos.

1. Ng Wen Wei 22WBD01556
2. Wong Hong Bin 22WBD01805
3. Ngong Wen Ni 22WBD01732
4. Tey Yi Ting 22WBD00828
5. Wee Jia Qing 22WBD01227
Programme:DMK Word Tutorial class: 1
count:2758

Assessme Excellent Good Average Poor Very poor

nt
Criteria
Product 8.0 6.0 4.0 2.0 0
(8.0) Excellent A good Sufficien Insufficient Minimal
application of application oft application of application of
course course applicati course course
material/theor material/theoron of material/theories material/theor
ies/concepts. ies/concepts. course / ies/concepts.
Comprehensi Good material/t concepts. Strong
ve and understanding heories/ Evidence of not evidence of
thorough of the topic. concepts. understanding not
understanding A lack of many areas in understanding
of the topic. understan this topic. the topic.
ding in
some
areas.
Place 8.0 6.0 4.0 2.0 0
(8.0) Excellent A good Sufficien Insufficient Minimal
application of application of t application of application of
course course applicati course course
material/theor material/theor on of material/theories material/theor
ies/concepts. ies/concepts. course / ies/concepts.
Comprehensi Good material/t concepts. Strong
ve and understanding heories/ Evidence of not evidence of
thorough of the topic. concepts. understanding not
understanding A lack of many areas in understanding
of the topic. understan this topic. the topic.
ding in
some
areas.

1
Price 8.0 6.0 4.0 2.0 0
(8.0) Excellent A good Sufficien Insufficient Minimal
application of application of
t application of application of
course course applicati course course
material/theor material/theor
on of material/theories material/theor
ies/concepts. ies/concepts.course / ies/concepts.
Comprehensi Good material/t concepts. Strong
ve and understandingheories/ Evidence of not evidence of
thorough of the topic.concepts. understanding not
understanding A lack of many areas in understanding
of the topic. understan this topic. the topic.
ding in
some
areas.
Promotio 8.0 6.0 4.0 2.0 0
n (8.0) Excellent A good Sufficien Insufficient Minimal
application of application of t application of application of
course course applicati course course
material/theor material/theor on of material/theories material/theor
ies/concepts. ies/concepts. course / ies/concepts.
Comprehensi Good material/t concepts. Strong
ve and understanding heories/ Evidence of not evidence of
thorough of the topic. concepts. understanding not
understanding A lack of many areas in understanding
of the topic. understan this topic. the topic.
ding in
some
areas.
Introduc 8.0 6.0 4.0 2.0 0
tion (2.0) An excellent A good An A brief and poor A very poor
and introduction introduction average introduction that introduction
recomme with and introducti is vague with that shows
ndations important sufficiently on that little brand little effort.
(6.0)  brand important lacks information.  Recommenda
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contribute to contribute to Recomm
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Referenc 5.0 4.0 3.0 2.0 1.0
es and Outstanding A good Generall Incorrect Non-TARUC
citations application of application of y correct referencing with Harvard

2
 TARUC TARUC referenci many errors. Referencing.
Harvard Harvard ng with
Referencing Referencing. some
(5.0) Minor errors errors.
only.
Appendi 5.0 4.0 3.0 2.0 1.0
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academic relevant appendices y good chosen appendices
format  appendices that support supportin appendices have and mostly
(5.0) that support and enhance g little relevance irrelevant.
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Excellent poorly
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format. ones.
Average
academic
format.
TOTAL /50

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 FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS

COURSEWORK FEEDBACK FORM FOR WRITTEN ASSIGNMENT

COURSE CODE/ COURSE TITLE: ABDT2043 Fundamentals of Marketing

NAME OF STUDENT(S): ID No:
1) Ng Wen Wei 22WBD01556
2) Wong Hong Bing 22WBD01805
3) Ngong Wen Ni 22WBD01732
4) Tey Yi Ting 22WBD00828
5) Wee Jia Qing 22WBD01227

PROGRAMME: 
YEAR OF STUDY: 1/ 2 ACADEMIC YEAR: 2022/2023
SEMESTER: 1/  2/  3
GROUP NO: 1/ 2/ 3/ 4/ 5/ 6/ 7/ 8/ 9/ 10/ 11/ 12/ 13/ 14/ 15
COURSEWORK NO: 2 NATURE OF MARKS ALLOCATED:
COURSEWORK: 
Group assignment /50 =            /100

Overall Feedback:

Students’ Acknowledgement: Date: Lecturer’s /Tutor’s Name and Signature: Date:

4
 FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS 
Academic Year 2022/2023

Plagiarism Statement

Read, complete and sign this statement to be submitted with your written work.

We confirm that the submitted work is all our own work and is in our own words.

Programme: DMK

Tutorial Class: 1

Date: 16/8/2022

Name (Block Capitals) Reg. No. Signature

1.Ng Wen Wei 22WBD01556

2.Wong Hong Bin 22WBD01805

3.Ngong Wen Ni 22WBD01732

4.Tey Yi Ting 22WBD00828

5.Wee Jia Qing 22WBD01227

5
 FACULTY OF ACCOUNTANCY, FINANCE AND BUSINESS 
Academic Year 2022/2023
ABDT2043 FUNDAMENTALS OF MARKETING
 
COURSEWORK ASSIGNMENT – TEAM MEMBER CONTRIBUTIONS
Programme: DMK                                            
Group leader: Ng Wen Wei                                                         Handphone no.: 018-2995263

Assignment Name: Name: Name: Name: Name:

sections 
            %             %             %             %             %
contribution contribution contribution contribution contribution
Eg: Lim 50% Chan 25% Quek 25% Tan 0% Anne 0%
Product 100%
Product  Ng 20% Wong 0% Wee 0% Ngong 0% Tey 0%
(100%)

Place Ng 0% Wong 0% Wee 0% Ngong 20% Tey 0%

(100%) 

Price  Ng 0% Wong 0% Wee 0% Ngong 0% Tey 20%

(100%)

Promotion  Ng 0% Wong 0% Wee 20% Ngong 0% Tey 0%

(100%)

Introduction and Ng 0% Wong 20% Wee Ngong 0% Tey 0%

recommendations
(100%) 

TOTAL %

Team Member Contribution:

Name of Total team member % contributions * Signature

student
Ng Wen Wei 20%
Wong Hong Bin 20%
Ngong Wen Ni 20%
Tey Yi Ting 20%
Wee Jia Qing 20%

6
 Table Content
Introduction

History Of Company…… 8

Vision & Mission…………….. 8

Product………………………………….. 8-9

Place …………………………………………… 9-10

Price……………………………………………………….. 10-12

Promotion…………………………………………………………. 12-14

Reference……………………………………………………………………….. 15-17

Appendix……………………………………………………………………………….18-

7
History of Company
Carlsberg is a company that brew and sell alcoholic beverages to the entire world. Carlsberg
was founded by J.C. Jacobsen. In 1868, he made the decision to begin exporting the product.
Carlsberg had begun to develop into a highly profitable brewery by 1870. Jacobsen wanted to
share his enterprise with his homeland. With a wide variety of beer and other beverage
brands, the Carlsberg Group is currently one of the top brewery conglomerates in the world.
Carlsberg Group employs more than 40,000 people, and our goods are sold in more than 150
markets.
Carlsberg Brewery Malaysia Berhad, incorporated in 1969. The Carlsberg Group, one of the
top breweries in the world with significant market share in both Western and Eastern Europe
as well as Asia. The innovative Carlsberg Malaysia Group is a brewer with operations in Sri
Lanka as well as Malaysia and Singapore.
The Carlsberg Research Centre was founded in 1875 to investigate scientific issues relating
to brewing and to pioneer the most advanced brewing methods and technologies. Currently,
more than 1000 experts are working to perfect the science of making high-quality beer. The
Carlsberg Foundation was started in 1876.
Due to the fact that the split of production was not long-term viable, the Old Carlsberg and
New Carlsberg breweries combined and adopted the name Carlsberg in 1906. As of right
now, Carlsberg is the beer of choice for young adults who speak a universally understood
language. For your knowledge, the Carlsberg brand also supports a number of global events,
including Asian golf championships and the English Liverpool Football Club.
Vision & Mission Statement of Company
The vision of the Carlsberg Company is to be "POSSIBLY THE TOP BEER COMPANY
AMONG THE WORLD" by completely understanding the demands of its consumers and
staff as well as by actively promoting market growth. The Carlsberg Company's mission is to
be a dynamic provider of high-quality beers. It also brings its captivating brand, cutting-edge
culture, and dedicated employees that will unite people and increase people's pleasure of life.
PRODUCT
A product mix is a company's total number of product lines and individual items or services.
Entrepreneurs must be mindful of and choose the following factors when marketing a
product: style and design, branding, packaging and labelling of a certain product. Carlsberg
group has nearly five hundred brands in its product portfolio and Carlsberg is its flagship
beer. Carlsberg, has produces many varieties of beer that may be paired with a variety of
dishes, including roasted foods, smoked foods, salty foods, desserts, and others. (Pearly
Neo,2022) Carlsberg’s beer products are considered convenience goods in consumer products
since beer products are cheap items that people buy often and do not compare to other
comparable beer products. In order to position itself apart from its rivals on the international
market, such as Heineken and Tiger, Carlsberg will differentiate its beer products, produce
high-quality beers, create modern and attractive designs, and wrap them in unique packaging
and labels. (Appendix 1)
Style is more focused on the design of a thing from the outside. It gives customers high
aesthetic value. The famous Carlsberg logo was created by Danish architect Thorvald

8
Bindesbøll and launched in 1904. Carlsberg green (Appendix 2) and white (Appendix 3) are
the two major colours that make up the Carlsberg Group logo. Carlsberg’s signature hues are
a rich, classy "Carlsberg green," which is balanced with a crisp white. Our secondary colours,
which take inspiration from all the Carlsberg Group's brands and bottles and reflect the scope
and diversity of our companies and brands, help to create a fresh and vibrant visual
expression. One or both main colours should always be used in combination with just one
secondary colour in a layout. Carlsberg's major graphic feature is an adaptation of our
signature hops leaf logo, inspired by the finely sculpted lines of our historical labels. The
hand-crafted hops leaf has thin delicate lines that connect it to our heritage bottles, give it a
light feel, and give it a human personality. (Carlsberg Group, n.d.) The two sizes of the
handcrafted hops leaf allow us to employ it in a variety of crops and colours. (Appendix 4)
The company values branding since it could increase the value of a product. Customers like
to purchase items after researching the brand of the specific products in the market. Carlsberg
has been a powerful and well-known brand name in the beer market since 1904.The slogan of
Carlsberg is “Probably the best lager in the world”. (Carlsberg Group, n.d.) However,
Thorvald Bindesbøll first used the famous Carlsberg logo in 1904 to promote the introduction
of Carlsberg pilsner.  The company's affiliation with the Royal Danish Court is reflected by
the crown in the logo. (Carlsberg Group, n.d.)
Packaging is a category of marketing in which a brand designs and develops the wrapper or
container to help in transportation, handling, and delivery, as well as to transmit the brand
and product information by making it look nice. (Aashish Pahwa,2022) The packaging of
Carlsberg beer is made from recycle plastic. Beer packaging made from 100% recyclable
materials. According to the data, 30% of the plastic used originates from Carlsberg's own
reused plastic sheeting, and 70% of the plastic is recycled from various sources. (Carlsberg
group, n.d.) The CO2 IMPACT is 60%, which is less than previously. (Carlsberg Group, n.d.)
Carlsberg Group has created Snap Pack, a new method of collating multipacks of cans that
uses sticky dots rather than traditional packing. (STAFF WRITER,2018)
Labelling is the process of applying a label on a product. A label provides details about a
product that are found on the product itself, its packing, or its container. Additionally,
Carlsberg labels its products, which may assist in product promotion and reinforce its
positioning. According to data, most consumers check the alcohol content of beer goods and
prefer to purchase those that have a high percentage of alcohol. Carlsberg Danish Pilsner was
its name. It is a lager beer with a 5% alcohol level. Danish Pilsner comes in cans of
320ml and 500 ml. It contains energy 48 kcal, total fat 0 g, saturated fat 0 g, carbohydrate 2.7
g, total sugars 0 g, protein 0.4 g, and sodium 3 mg of alcohol. (Carlsberg Group, n.d.)

Place
With the introduction of Carlsberg Green Label beer locally in 1972, Carlsberg Brewery
Malaysia Berhad started production in December 1969. With a market share of more than
50% in Malaysia for beer, the Carlsberg brand has integrated itself into everyday life and is
currently the undisputed market leader. Carlsberg Malaysia has consistently set the bar high
for quality and innovation, and it has led the market with exciting product introductions and
significant marketing initiatives. For the seventh year running, the Reader's Digest consumer

9
poll awarded Carlsberg Green Label with Malaysia's Gold Most Trusted Brand Award in
2008. As the winner of the 2008 Strongest Winning Culture Award among all Carlsberg
Group Companies worldwide, Carlsberg Malaysia was also recognised in the same year.
Distribution Channel
In marketing, there are two distinct channels of distribution. Both direct and indirect
distribution are available. The term "direct distribution channel" refers to a business that sells
directly to customers without using any middlemen, as opposed to a "indirect distribution
route," which includes one or more middlemen like retailers and wholesalers.
Convenience Store or Hypermarket
Tesco and Jusco are two examples of the hypermarkets or convenience stores that Carlsberg
will supply their products. (Appendix ) For instance, people can buy Carlsberg products from
different wholesalers like the superstores Aeon.
Retail Distribution
Carlsberg concentrates on selling its products through retail channels. The retail distribution
sector includes places like bars, clubs, and pubs. To boost sales, Carlsberg will form
partnerships with select retail distribution. Young people like to spend money in
entertainment venues as the degree of consumption rises, and as a result, they are familiar
with the Carlsberg brand.
E-commerce Site
In order to allow customers to make direct purchases, Carlsberg also maintains an official
store on e-commerce platforms like Lazada. (Appendix ) This is an illustration of Carlsberg's
direct method of distribution. Pubs, clubs, and taverns are not allowed to open during the
Covid-19. However, clients may get Carlsberg goods online and have them delivered right to
their door without leaving the comfort of their home

Price
Pricing policy of Carlsberg products
As a premium mild lager, Carlsberg has positioned their product. The business has
maintained an open and affordable pricing approach. Despite offering a high-end and high-
quality product, its costs are extremely fair in comparison. Although the prices seem to be on
the high side from the buyer's point of view, the brand uses free samples, discounts, and
coupons as some of its strategies to maintain its prices lower than those of its rivals. It has
continued to maintain various prices for its various kinds. Carlsberg is capitalising on its
global reputation and aiming higher classes of people. The brand has expanded into new
regions and has kept a penetration pricing policy there to draw in and build up a new client
base.

10
Internal and external considerations
Carlsberg's beer products are priced differently in each nation. For instance, Malaysia is an
Islamic nation. Therefore, alcohol consumption is prohibited for Malaysians’ Islam.
Compared to non-Islamic nations, Malaysia is said to charge a lesser price for Carlsberg. In
several regions of Malaysia, including Pulau Langkawi, Carlsberg can be purchased duty-
free.
Price Adjustments Strategies
Everyday low pricing (EDLP) is a pricing strategy used by Carlsberg that entails charging a
set daily low price with little to no temporary price decreases. During the holiday seasons,
such as Christmas and Chinese New Year, it typically offers certain discounts. In addition,
Carlsberg uses one of the pricing techniques by setting prices at or nearby. Because there
aren't many alternatives to Carlsberg beers available, their prices will be comparable to or
barely different from those of the alternatives. The pricing war between Carlsberg and other
beer brands can thus be avoided.
Promotion
There are many promotions method in nowadays, such as event marketing sales promotion,
social media, billboard and Carlsberg has developed many aggressive promotions over the
world to encourage consumption. Promotion is necessary to boost customer loyalty, increase
sales, and improve profits in order to compete with other companies. The Carlsberg Group
sells its products in more than 150 markets and has operations in over 100 countries,
including Malaysia, China, India, Japan, South Africa, and Australia and others. Carlsberg is
created a Stay Home n Drink campaign. (Appendix 5) This Promotion is accessible to all
non-Muslims aged 21 and over who live in West Malaysia. This campaign is not open to the
Organiser's staff members, as well as those of its associate agencies, affiliates, distributors,
dealers, sponsors, advertising and promotional agencies, and those in their close families.
Each customer can get one free drinking glass with random design with the purchase of any
one carton of Participating Brands in a single receipt at any Participating Outlet. (Carlsberg
Group, 2020)
As the case above, Carlsberg using the gift to increase the sales. To win over customers,
Carlsberg uses psychological sales skills. It employs giveaways to get customers to purchase
its beer. Anyone who purchases will receive a free gift. In this situation, Carlsberg shows that
they value Malaysia's political situation. Alcoholic beverages were previously prohibited in
Malaysia since it is an Islamic nation. However, after a few years, the government permitted
them to be imported with the limitation that Muslims cannot buy or consume alcoholic
beverages. Therefore, Carlsberg only permitted non-Muslims who were able to buy alcoholic
beverages to enter in this contest.
Additionally, there are additional options to conduct promotions with Carlsberg. For
the Chinese New Year in 2021, Carlsberg running a campaign with special prizes including
Limited-Edition 3-Liter Carlsberg Red Bottles, Carlsberg Luggage Bags, Poker Sets, Board
Games, RM100 cash ang pau, E-Wallet credits, and more.(Appendix 6) Customers may
redeem the Carlsberg travel bag and enter to win a 3-liter red bottle by purchasing any two
cartons of Carlsberg Danish Pilsner or Carlsberg Smooth Draught and a carton of any
premium brands at participating supermarkets, hypermarkets, and 99-Speedmart. Beer fans

11
who enjoy playing cards and poker may redeem Carlsberg's limited-edition playing cards at
selected bars and restaurants for a chance to win a unique Carlsberg Poker Set or a 3-liter red
bottle. (Carlsberg Group, 2020) The Carlsberg Smart Mini Bar, which has a futuristic design
of a table with a built-in fridge and is equipped with Bluetooth speaker and USB charging
features, is drawing attention for its sleek and modernistic appearance at participating
convenience stores throughout the CNY season. (SUMMERKID_SUMMERGIRL, 2020)

In addition to this, promotions can also be used to attract customers and increase sales by
changing the packaging of products. The Harvest Festival was celebrated in Sabah and
Sarawak. Carlsberg introduces first-of-its-kind Harvest packaging that highlights tribal
elements and images of paddy on Carlsberg Danish Pilsner and Carlsberg Smooth Draught
cans as a way to commemorate the celebrations. (Appendix 7) The Harvest campaign from
Carlsberg features enticing special offers and goodies like jerseys in three collector designs
and inverted umbrellas in three colours, as well as appealing technology like tablets and
watches. (Carlsberg Group, 2021)
Beside the above promotion specific on the product, advertisement also another very
important promotion channel that can create value to the brand, Advertising has three primary
objectives which include to inform, to persuade, and to remind. Informative Advertising
creates awareness of brands, products, services, and ideas. It announces new products and
programs and can educate people about the attributes and benefits of new or established
products. Carlsberg also created the very successful advertisement which successfully created
brand and products awareness to the public before Malaysia’s government banned alcohol
advertising on radio and television in year 1995. One of the most successful advertisement is
the using of song “I Love You Baby” to deliver the message “Carlsberg is not a beer. it's a
universal language”, created by whistles in the bottle. Carlsberg Connecting People.
Although advertisement is banned in Malaysia for alcohol products, but this advertisement
still can easily find in the Youtube.com or Google and once the older generation listen to this
song still easily think about Carlsberg and full of their happy memory.

Recommendations
Customer loyalty program.
Carlsberg is on-going with many different rewards and promotion campaign as mentioned
above, however, most of them are competition with limited time or period. Carlsberg can
offer a long-term rewards program or also known it as customer loyalty programme.
According to the research from Shopify, it’s proof that customer loyalty programs and
rewards programs is an effective way to improve customer retention rates, boost customer
lifetime value, provide good customer service, and inspire brand loyalty. Customers will have
such a motivation to keep purchasing items from the company due to the customer loyalty
programme and gain more rewards. Customers will get a rush from collecting stars, points,
coins to get their discount, vouchers and free items. They will have earned enough points
after just three more purchases to receive a discount, voucher and free item with their
purchases. Customers who participate in rewards programmes also experience a sense of
community online. It’s hard for customers to make genuine relationships with other users

12
when they can’t meet in person. Comparing reward levels and points can help them develop a
closer relationship. Customers also can share their success stories and tips on how they
optimize their point and rewards earning to others.

E-commerce
Online shopping and e-commerce are one of the new shopping trends and it’s changing the
world spending behaviour. According to the government reports performance of E-commerce
sales income increased from RM654.4 billion in 2019 to RM894.4 billion in 2021, and
continued to grow since 2019.
Carlsberg also participant is this, Carlsberg have created their official store in Shopee.
Carlsberg can consider to open more official store in different online shopping platform such
as Lazada. This is because different platform may come with their own different promotion
such as coins rewards. Carlsberg can participant in their promotion and rewards programme
for customer better shopping experience. Other than that, each platform may have their own
customer loyalty programme, and they may have their own “fans”, create official store in
different platform may benefit from it.

Offer delivery and return options

Carlsberg can also offer more delivery and return options. Most of the Consumers prefer ease
as well as satisfaction, they want to have the easiest shopping experience. After all, this is the
reason that they will prefer to shop online than in-store. Customers want to make their
experience as simple as possible by offering more delivery and return option. There is
standard shipping available for all the patient customer, one-day shipping is available for the
stressed-out, Procrastinating shopper. Carlsberg can make it free returns for those customers
who made regrettable impulse purchases after buying a lot of items. Have an option for every
customer to ensure a stress-free experience.

Corporate social responsibility - Recycling and Exchange Program

Corporate social responsibility (CSR) is a self-regulating business model that helps a
company be socially accountable to itself, its stakeholders, and the public. According to the
research from submittable.com, the higher level of corporate social responsibility generates
higher customer loyalty (appendix 8). Carlsberg have practised the most possible on the
corporate social responsibility which include corporate social responsibility on stakeholder
engagement, marketplace, community, workplace and environment (Appendix 9). However,
most of them are perform internally and only can kwon it when study at the CSR report, as
per the research mentioned above, higher level corporate social responsibility could generate
higher customer loyalty. Carlsberg may create corporate social responsibility activity that
could take part by the public, firstly, Carlsberg may set up few recycle station on every state
for only recycling Carlsberg product such as Carlsberg beer tin and also Carlsberg glass
bottle. Then customer may bring along their clean tin or glass bottle for recycle. For those
customers who recycle, they may get some free gift in exchange. Carlsberg may need to

13
design some limited-edition product to their loyal customer, such as key chain, ball pen,
power bank, note book, exquisite little gift and etc. These free gifts are only limited for
customer who bring their tins or bottle to recycle and it is not for sale. Recycle station need to
set a number of how many tins or bottle OR the weight of tins or bottle for exchanging the
free gift. For example, 100 tins to get a note book, 1kg of tins to exchange a power bank. This
program may help to increase the number of consumers, maintaining loyal customer
relationships. This program may also help us to maintain, take care of ours’ healthy
environment and earth. Those tins and bottle to recycle will send to recycle centre to process
new product and to reuse. This action can also help company to stay good relationship with
those recycle centre.

14
References
1. Carlsberg Malaysia (2021), views on 18 AUG 2022 available on-
https://www.carlsbergmalaysia.com.my/

2. (Smriti.C,2021) Advertising objective views on 21 AUG 2022 available

on-https://www.yourarticlelibrary.com/advertising/advertising-objectives-function-
and-significance-of-advertising-a-product/27987

3. The Communications and Multimedia Content forum of Malaysia (CMCF) views on

18 AUG 2022 available
on-https://www.mcmc.gov.my/skmmgovmy/files/attachments/ContentCode.pdf

4. (Kathleen. F 2016) Malaysia beer commercials form the 20th century views on 21
AUG 2022 available on-https://www.expatgo.com/my/2016/05/03/malaysian-beer-
commercials-20th-century

5. Carlsberg advertising song on Youtube.com views on 21 AUG 2022 available on-

https://www.youtube.com/watch?v=nRKZ2MVZhVA

6. (Lindseey. P, 2022) Loyalty programs to keep them coming back views on 21 AUG
2022 available on-https://www.shopify.my/blog/loyalty-program

7. (Grace.M, 2021) Implementing a customer loyalty programs views on 21 AUG 2022

available on-https://www.annexcloud.com/blog/10-benefits-of-implementing-
customer-loyalty-program/
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available on-https://www.investopedia.com/terms/c/corp-social-responsibility.asp

9. (Paul. P, 2020) what’s the purpose of corporate social responsibility (CSR) views on
21 AUG 2022, available on-https://blog.submittable.com/corporate-social-
responsibility-csr/

10. (Carlsberg, 2021) Carlsberg Annual Report views on 21 AUG 2022 available on-
https://www.carlsbergmalaysia.com.my/media/14986/cbmb_ar2014.pdf
11. Hugest Bhasin, 2019, Marketing Mix of Carlsberg - Carlsberg Marketing Mix, view
on 10 AUG 2022 available on- https://www.marketing91.com/marketing-mix-
carlsberg/

12. EMBA Pro, n.d., Carlsberg in Emerging Markets Marketing 4P Mix Analysis /MBA
Resources, view 11 AUG 2022, available
on-https://embapro.com/frontpage/marketing4pcase/6941-carlsberg-carlsberg-s

13. Ukessay ,2017, Marketing Mix - Tactical Components to Promote Sales, view on 12
August 2022, available on https://www.ukessays.com/essays/marketing/marketing-
mix-is-a-combination-of-tactical-components-to-promote-sales-marketing-essay.php
>

15
14. Pearly Neo, 2022, Brand New: Penfolds, Nestle, Carlsberg and more big brand
names feature in our round-up, view on 9 August 2022, https://www.foodnavigator-
asia.com/Article/2022/03/29/brand-new-penfolds-nestle-carlsberg-and-more-big-
brand-names

15. Carlsberg Group, n.d., OUR LOGO, view on 9 August 2022, available
on-https://www.carlsberggroup.com/who-we-are/about-the-carlsberg-group/design-
guide/#:~:text=Hand%20crafted%20hop%20leaf,texture%20and%20a%20human
%20character.

16. Carlsberg Group, n.d., Probably the best beer in the world. View on 9 August 2022,
available on-https://www.carlsberg.com/enmy/#:~:text=Probably%20The%20Best
%20Beer%20In%20The%20World%20%2D%20Carlsberg

17. Carlsberg Group, n.d., 1904 - Carlsberg pilsner is brewed for the first time, view on
10 August 2022, available on- https://www.carlsberggroup.com/who-we-are/about-
the-carlsberg-group/our-rich-heritage/

18. Aashish Pahwa,2022, What Is Packaging? – Definition, Types, & Functions, view on
10 August 2022, available on-https://www.feedough.com/packaging-definition-types-
functions/#:~:text=Packaging%20is%20a%20subset%20of,by%20making%20it
%20look%20attractive.&text=To%20facilitate%20safety%20and%20aid%20product
%20storage%20and%20transportation.

19. STAFF WRITER,2018, Carlsberg overhauls secondary packaging, view on 10

August 2022, available on- https://www.labelsandlabeling.com/news/industry-
updates/carlsberg-overhauls-secondary-packaging
20. Carlsberg Group, n.d., Sustainability in your hands., view on 9 August 2022,
available on- https://www.carlsberg.com/en/betterment-content-pages/recycle-shrink/

21. Carlsberg Group, n.d., ZERO Carbon Footprint, view on 9 August 2022, available on-
https://www.carlsbergmalaysia.com.my/sustainability/environment/zero-carbon-
footprint/

22. Carlsberg Group, n.d., Carlsberg Danish Pilsner, view on 10 August 2022, available
on-https://www.carlsbergmalaysia.com.my/products/carlsberg/carlsberg-danish-
pilsner/?Ckey=25178

16
23. Carlsberg Group, 2020, Stay Home n Drink campaign, view on 11 August 2022,
available on- https://www.carlsbergmalaysia.com.my/newsroom/stay-home-n-drink-
campaign/

24. Carlsberg Group,2020, Celebrate Prosperity, Cheers Together with Carlsberg for a
Fiery, Gold OXpicious Year Ahead!, view on 10 August 2022 , available on-
https://www.carlsbergmalaysia.com.my/newsroom/celebrate-prosperity-cheers-
together-with-carlsberg-for-a-fiery-gold-oxpicious-year-ahead/

25. SUMMERKID_SUMMERGIRL,2020, Carlsberg CNY “Double Cheers. Double

Winnings.” Campaign, view on 10 August 2022, available on-
http://www.malaysianflavours.com/2020/01/carlsberg-cny-double-cheers-double-
winnings-campaign.html

26. Carlsberg Group,2021, Carlsberg Celebrates Festival of Abundance with Limited-

Edition Harvest Cans, view on,11 August 2022, available on
-https://www.carlsbergmalaysia.com.my/newsroom/carlsberg-celebrates-festival-of-
abundance-with-limited-edition-harvest-cans/

17
Appendices
1.

Carlsberg Danish Pilsner

Source from: < https://www.winewarehouse.com.my/product/carlsberg-green-label-
24x320ml/>

2.

Carlsberg green logo

Source from: < https://www.carlsberggroup.com/who-we-are/about-the-carlsberg-
group/design-guide/#Logo>

3.

Carlsberg White Logo

Source from: < https://www.carlsberggroup.com/who-we-are/about-the-carlsberg-
group/design-guide/#Logo>

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4.

Carlsberg prominent graphic element

Source from: < < https://www.carlsberggroup.com/who-we-are/about-the-carlsberg-
group/design-guide/#Logo>

5.

Stay Home N’ Drink campaign

Source from: < https://www.carlsbergmalaysia.com.my/newsroom/stay-home-n-
drink-campaign/ >

6.

‘Celebrate Prosperity, Cheers Together’

Source from: < https://www.carlsbergmalaysia.com.my/newsroom/celebrate-
prosperity-cheers-together-with-carlsberg-for-a-fiery-gold-oxpicious-year-ahead/ >

19
7.

Limited-Edition Harvest Cans

Source from:< https://www.carlsbergmalaysia.com.my/newsroom/carlsberg-
celebrates-festival-of-abundance-with-limited-edition-harvest-cans/>

8.

20
9.

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