Marketing Strategies of Major German Brands
Marketing Strategies of Major German Brands
Name: Erika Godsey; Matriculation Number: 11085867
Piotr Woszczyński; Matriculation Number: 1108694915
Pascal Mansmann; Matriculation Number: 1108670513
Date of submission: 24 January 2012
Program: GlobalMBA
Course: Applied Intercultural Communication: Germany
Instructor: Ulrike Meyer
Table of Contents
Marketing Strategies of Major German Brands 1
1 Introduction 2
2 Overview of Marketing Strategies 3 2.1 BMW and Brand Image 3 2.2 Product Placement 3 2.3 Sponsorship 4 2.4 Corporate Societal Marketing 4 2.5 Social Media 5
3 Different Marketing Mixes adapting to diverse Markets: Case Study of Jägermeister 5 3.1 Origins of Mast’s Jägermeister 5 3.2 Marketing of Jägermeister in Germany by Günter Mast 6 3.3 Marketing of Jägermeister in the USA by Sidney Frank 6 3.4 Jägermeister today – Lessons learnt 8
4 International Marketing Strategies: Comparison of Adidas and PUMA 8 4.1 The origins and overview of the companies 8 4.2 PUMA’s Marketing Campaigns 9 4.3 Adidas’s Marketing Campaigns 10 4.4 Sponsorship and Social Media 11
5 Conclusions 12
References 13
1 Introduction
Germany is the largest country in the European Union and has one of the highest Gross Domestic Product (GDP) per capita in the world, making the country very important for marketing studies. There are also some of the strictest consumer protection laws in the world, such as the restriction on comparative advertising and strict regulations on promotional tools (Walsh, 2001, p 76).
Germany has many highly competitive industries and therefore uses a variety of marketing strategies. This paper will analyze three major topics in marketing and how it has affected the marketing strategies of major competitors in the German market. To begin, the issue of these highly competitive markets and the need for differentiation is discussed. The concept of emotional
Name: Erika Godsey; Matriculation Number: 11085867
Piotr Woszczyński; Matriculation Number: 1108694915
Pascal Mansmann; Matriculation Number: 1108670513
Date of submission: 24 January 2012
Program: GlobalMBA
Course: Applied Intercultural Communication: Germany
Instructor: Ulrike Meyer
Table of Contents
Marketing Strategies of Major German Brands 1
1 Introduction 2
2 Overview of Marketing Strategies 3 2.1 BMW and Brand Image 3 2.2 Product Placement 3 2.3 Sponsorship 4 2.4 Corporate Societal Marketing 4 2.5 Social Media 5
3 Different Marketing Mixes adapting to diverse Markets: Case Study of Jägermeister 5 3.1 Origins of Mast’s Jägermeister 5 3.2 Marketing of Jägermeister in Germany by Günter Mast 6 3.3 Marketing of Jägermeister in the USA by Sidney Frank 6 3.4 Jägermeister today – Lessons learnt 8
4 International Marketing Strategies: Comparison of Adidas and PUMA 8 4.1 The origins and overview of the companies 8 4.2 PUMA’s Marketing Campaigns 9 4.3 Adidas’s Marketing Campaigns 10 4.4 Sponsorship and Social Media 11
5 Conclusions 12
References 13
1 Introduction
Germany is the largest country in the European Union and has one of the highest Gross Domestic Product (GDP) per capita in the world, making the country very important for marketing studies. There are also some of the strictest consumer protection laws in the world, such as the restriction on comparative advertising and strict regulations on promotional tools (Walsh, 2001, p 76).
Germany has many highly competitive industries and therefore uses a variety of marketing strategies. This paper will analyze three major topics in marketing and how it has affected the marketing strategies of major competitors in the German market. To begin, the issue of these highly competitive markets and the need for differentiation is discussed. The concept of emotional
References: Adidas, 2011. http://www.adidas.com/pl/homepage.asp Anon., kein Datum BMW Education Programme Cornwell, T., 2006. Sponsorship-Linked Marketing: The Role of Articulation in Memory. Journal of Consumer Research, December (December), pp. 312-315. FundingUniverse. http://www.fundinguniverse.com/company-histories/Sidney-Frank-Importing-Co-Inc-Company-History.html Handelsblatt, 2011 Hoeffler, S., 2002. Building brand equity through corporate societal marketing. Journal of Public Policy and Marketing, 21 (Spring), pp. 78-82. InRev, 2010. “Brand Fight in Facebook. Adidas vs PUMA.” http://in-rev.com/pdf_report/Puma_Vs_Adidas_Facebook.pdf Jägermeister, 2011 Karrh, J., 2003. Practitioners ' Evolving Views on Product Placement Effectiveness. Journal of Advertising Research, Issue June, pp. 138-149. Malaer, L., July, 2011. Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing, pp. 35-52. PUMA, 2011. http://www.puma-buty.pl/index.php/historia.html Ries, A., 2006 Sidney Frank, 2009. http://www.sidneyfrank.com/jagermeister/press-releases/jagermeister-6-bottle-cooler.html Sidney Frank, 2010 Sidney Frank, 2011. http://www.sidneyfrank.com/sidney-frank/about/about-sidney-frank-importing-company-inc.html Spiegel, 2002 Sunset, B., 2008. “Impossible is Nothing Campaign”. http://marketing-case-studies.blogspot.com/2008/01/impossible-is-nothing-campaign.html TapMachine Inc., 2011 Walsh, G., 2001. German Consumer Decision-Making Styles. Journal of Consumer Affairs, 35(1), pp. 75-79. Welt, 2011. http://www.welt.de/wirtschaft/article12694532/Der-Mann-der-Jaegermeister-zur-Legende-machte.html Wirtschaftswoche, 2010 Zeitz, J., 2008. PUMAVision: The Background Story. http://vision.puma.com/us/en/category/background/