Strategic Brand Activation of Tuborg in Nepal at Gorkha Brewery

Abstract

The report entitled “Strategic Brand Activation of Tuborg in Nepal at Gorkha Brewery” presents my four-month internship experience at Gorkha Brewery Pvt. Ltd., where I was placed in the marketing department to support the Tuborg brand. This report summarizes the tasks, responsibilities, and key learnings gained through hands-on involvement in event coordination, brand promotion, and cross-functional collaboration. The primary objectives of this internship were: (1) To apply theoretical knowledge in real-world marketing practices, (2) To understand integrated brand strategies in the alcoholic beverage industry, and (3) To develop skills in campaign execution, vendor coordination, and strategic planning. My main responsibilities included managing promotional materials (POSM), coordinating with agencies and vendors, and supporting event branding efforts for major campaigns such as Holi and the Nepali New Year. I also worked on surrogate marketing approaches in dark markets, conducted third-party vendor screenings in compliance with MNC protocols, and collaborated with departments such as legal, procurement, and sales to ensure smooth execution. The challenges I encountered—such as vendor delays and last-minute changes—were resolved through teamwork and proactive planning. This experience strengthened my skills in communication, time management, negotiation, and problem-solving. Overall, the internship enhanced my professional growth and gave me practical insights into strategic brand management within a competitive and regulated industry.

Keywords: Gorkha Brewery, Brand Activation, Event Coordination, POSM Management.

Mr. Bikash Dahal, บธ.บ. การตลาด (หลักสูตรนานาชาติ) – B.B.A. Marketing (International Program), บริหารธุรกิจ (Business Administration), บริหารธุรกิจบัณฑิต สาขาวิชาการตลาด (หลักสูตรนานาชาติ) – Bachelor of Business Administration Program in Marketing (International Program), 2/2567 (2024)