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Ansvarsfull marknadsföring: En studie av Sveriges största ölproducenter
KTH, School of Industrial Engineering and Management (ITM), Production Engineering.
KTH, School of Industrial Engineering and Management (ITM), Production Engineering.
2012 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Den här rapporten söker svar på; ”Tar ölproducenter i Sverige sitt ansvar vid marknadsföring av sina produkter, med avseende på konsumentens ålder och produktens negativa effekter?” Intervjuer med Sveriges två största ölproducenter; Carlsberg och Spendrups, samt en genomgång av relevant litteratur ligger till grund för analysen i denna rapport. Resultatet tyder på att de största ölproducenterna i många avseenden är duktiga på att ta ansvar, men att det finns en hel del att göra när det gäller både sociala medier och tv-reklam. Här nås nämligen både ungdomar och minderåriga allt för lätt av alkoholrelaterad reklam. Facebook är fyllt av alkoholrelaterade sidor utan tydliga åldersrestriktioner, och företagen undviker de svenska lagarna som förbjuder alkoholreklam i tv genom att sända från utlandet.

Abstract [en]

This report seeks to answer the question; “Do beer producers in Sweden take their responsibility when marketing their products, considering the age of the consumer and the negative effects of the product?” Interviews with the two largest beer producers in Sweden, Carlsberg and Spendrups, together with a collection of relevant literature, are the foundation of the analysis in this report. The result indicates that the largest beer producers, in many ways, take their responsibility; however there are things to improve regarding both social media and TV commercials. Minors are exposed to alcohol-related advertising way too easily in these environments. Facebook is filled with alcohol-related pages that lack a clear age restriction, and the companies avoid the Swedish laws regarding alcohol commercials on TV by broadcasting from other countries.

Place, publisher, year, edition, pages
2012. , 25 p.
Series
Examensarbete inom teknik och management, grundnivå, 192
National Category
Engineering and Technology
Identifiers
URN: urn:nbn:se:kth:diva-102518OAI: oai:DiVA.org:kth-102518DiVA: diva2:553370
Uppsok
Technology
Examiners
Available from: 2012-09-25 Created: 2012-09-19 Last updated: 2012-09-25Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
  • rtf