Carlsberg targets the point of purchase

By: trademagazin Date: 2015. 07. 16. 10:41

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Priyadarshini Sharma, Carlsberg’s international director of premium brands talked to Marketing magazine about the importance of the point of purchase. In his view most campaigns fail when it comes to in-store implementation. Carlsberg starts planning promotions with the messages communicated in-store and building on these they have the so-called ‘consumer creatives’ created – turning the whole process around.