Agenda
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Global Marketing Program
MNC’s problems when they go international
Relationship marketing
Collaboration
Market targeting and promotion
Jägermeister differentiation
Perceptions
Perception map – United States
Perception map – Germany
Customized marketing mix for international
markets
• Product life cycle
• Future marketing strategy
Global Marketing Program
There are 3 entry mode choices to the global
market, which one Jägermeister chose?
• Direct exporting - manufactory is placed in
Wolfenbüttel.
• They are also using contract
manufacturing tactic for the US market.
Their distribution partner is Sidney
Frank Importing Company Inc.
• Joint Venture with Carlsberg Group in Asian
Market
What is global Marketing?
“ Marketing that is concerned
with integrating or
standardizing marketing actions
across different geographic
markets”
MNC’s problems when they go
international
1)
International trade system
Germany is part of The World Trade Organization since January 1995.
Alcohol is one of the products that has excise duty.
2) Economic environment
• Country’s industrial structure- Jägermeister fits:
• Industrialising
• Industial
• Income distribution
3) Political
• Legal environment
4) Cultural
• The company has individual approaches for each country to be more
successful
Relationship marketing
• Change within marketing strategy – target group expansion
• Changing consumer perception
• Sponsorships and partnerships
- building strong image through
sponsorships/partnerships
- creating emotional connection with the target group
Collaboration
Market targeting & Promotion
• 80 countries all over the world
• Different ways of promotion
depending on the region
• Mostly targeting young people
• Clear brand image : party &
sport combination
• Different images in Europe,
USA or Asia
Jägermeisters image in Europe
Provocative
Rebel yourself
Campaign in Romania
vs.
Familiar
In some regions of
German, basic image of
drink in Poland
Rebellious
UK
Anthrax performed on the
Jagermeister Stage at Rockstar
Energy Drink’s Mayhem festival
2012 in Noblesville
vs.
Fancy
Elegant, distinctive,
fun clubbing in Italy
Fun and Fresh
Czech Republik
vs
Alternative & Cool
Portugal
Promotion in Europe
• Sponsored various European racing teams, primarily those who fielded
BMWs[14] and Porsches
• Co-branding with luxury brands like Zippo
• Depending on the country : music events (Benelux – electro,dubstep/ UKrock,metal) ; events, contensts
• Website, few commercials - more emotional marketing (provocation etc)
• Strong man image
Jägermeisters image in USA
Country
Heavy metal
College
Promotion in USA
• Jägermeister became popular through promotion by Sidney Frank and
through its association with heavy metal- and rockbands such as Metallica,
Mötley Crüe, Pantera, Slayer, HIM, The Bloodhound Gang, Psychostick, and
Turbonegro
• Sponsors of the second stage at the Rockstar Mayhem Festival since 2008
• Co-branding with „cool brands” like Apple, Nike etc
• Music Events (country), sport sponsorships , contensts
• Strong man image
Jägermeister differentiation
• Communication strategy: event marketing, Jägermusic, promotional
campaigns with Jägerettes/Jäger Dudes, sales marketing, trade campaigns
and the website
• In Europe those events helped Jägermeister to appeal to a younger target
group (before more boring drink)
• Tattoo contest in Germay showed, that here they are still targeting an older
target group
• Associations of wildness, freedom and individuality and in America more
sexy, young and fun image
• Bottle: different sizes but always the same shape
Jägermeisters customized marketing mix for the
international market
• While the product remain the same, the image and reputation of the
brand is tailored to each market
• Clear brand image : party image tailored to each market & sport
collaboration
The 4 P’s
New market - Asia
Place & Promotion
Products
Product life cycle
• World known product
• Different world perception – same strategy with different
approaches
• Recent development with brand image
• General growth
Future marketing strategy
• Adapt more to local markets
• Target group expansion
• Female branding