MKT_605 Short_Paper__Potential_Communication_Challenges___Carlsberg.docx 1-3 Short Pape

MKT_605 Short_Paper__Potential_Communication_Challenges___Carlsberg.docx    1-3 Short Paper: Potential Communication Challenges  MKT 605 X2016 “ Integrated Marketing Com “ 20TW2  An overview of the potential communication challenges you could face   When brands branch into new market sectors, it™s very important to understand the audience and carefully craft your messaging to them. The case study provided is such a great example of how not to do this. When one hears œColgate, they instantly think of toothpaste and the farther the new product strays away from the core brand or function, the more confusion it could send into the marketplace. The company I chose was Carlsberg and to my knowledge and research, they know one product, beer. One communication challenge that I anticipate is the œwhy. Why would a company that has been hyper-focused on brewing beer since 1847 want to branch out into other verticals? Lifelong fans and drinkers of Carlsberg beer could be frustrated with their favorite brand straying away from what they do best. There needs to be some sort of tie-in to Carlsberg for it to be successful. Without a natural tie-in, they will be confused as to what the product or brand is since they only do beer. Carlsberg also might face the challenge of trust. Consumer might not trust the value or quality of a beer company™s technology venture in the same way that they™ll be skeptical about a technology (i.e. Samsung, Apple or Sony) brewing their own beer.   An explanation of the product you intend to launch, detailing:   ï‚·The rationale for yo