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Carlsberg Diversification

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Submitted By smimkir
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1. Considerations to be taken into account by Carlsberg Malaysia in the event of diversification in producing non – alcoholic carbonated drinks in Malaysia.

Carlsberg Malaysia is embarking on diversifying its product range by producing non-alcoholic carbonated drinks with a prospect of a return in investment (ROI) in the 12% range. Two areas of considerations should be looked into if Carlsberg Malaysia wants to proceed with this diversification program.

1st Method
Firstly, Carlsberg could emulate the methodology employed by its competitor, Guiness, the producer of Malta non-alcoholic drink, by using existing manufacturing facilities, distributor outlets, handling equipment and sharing the same inventory listings in their production. Hence, gaining halal certification is extremely doubtful and the Muslim market could not be penetrated. Carlsberg could however benefitted from the exemption of paying excise duties and ad valorem tax. Furthermore they could display their new product at all non-alcoholic beverage counters in the market.

2nd Method
Secondly, Carlsberg could embark on a totally new marketing strategy of its product by giving importance to ensure that the product is syariah compliance and certified halal by the Islamic regulators. This is to allow Carlsberg to gain an immediate access to the Muslim market, which in size and numbers are much bigger. However Carlsberg should be more conscious of the general perception linking the word Carlsberg to alcohol which is taboo to a Muslim and the company must find ways as to detach itself from this perception by introducing a revolutionized product branding, packaging and promotional activities.

Halal Issue
Muslim consumers are very particular about the products they consume and use. The word halal means ‘proper and permitted’. Meanwhile, the word haram means ‘prohibited’ or ‘forbidden’ by Allah for

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