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Agenda • • • • • • • • • • 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