Third Marketing-Dialog: Jägermeister - Market Leader Finds the Balance Between Tradition and Trend
"Watch Out, Wild!" With its short and provocative new slogan,
the world's largest herb liqueur producer makes its orientation as
a brand name clear.
Sebastian Kamolz, marketing director of the Mast-Jägermeister AG, explained how the family company was able to get the message out to consumers at the Print Media Academy's third Marketing-Dialog in Heidelberg.
For some 220 participants from the marketing, print and agency world Kamolz outlined how Jägermeister has been able to keep its brand name young and at the same time stay true to its tradition. Founded in 1878 and with headquarters in Wolfenbüttel, Germany, the company has been selling its liqueur since 1935. Today the brand name is more successful than ever and around 500 employees work to generate annual revenues of 300 million Euro. 65 percent of these revenues come from overseas.
Sebastian Kamolz, marketing director of the Mast-Jägermeister AG, explained how the family company was able to get the message out to consumers at the Print Media Academy's third Marketing-Dialog in Heidelberg.
For some 220 participants from the marketing, print and agency world Kamolz outlined how Jägermeister has been able to keep its brand name young and at the same time stay true to its tradition. Founded in 1878 and with headquarters in Wolfenbüttel, Germany, the company has been selling its liqueur since 1935. Today the brand name is more successful than ever and around 500 employees work to generate annual revenues of 300 million Euro. 65 percent of these revenues come from overseas.
The way to an innovative brand name
The target group for Jägermeister is consumers between the ages of 18 (21 in the U.S.) and 80. But that wasn't always the case. Since 1999 the liqueur producer has been trying to attract younger drinkers without distancing its older customers. It's done this with an ingenious marketing strategy. "Our goal was slowly but surely to make our brand name younger," Kamolz explained. In order to effect this change, first the label design was changed. And to help to communicate the brand name, Jägermeister called Rudi and Ralph to life, especially in TV commercials.
For other marketing activities Jägermeister focuses on a specific target group. The goal of all promotion, event marketing, commercial marketing and internet ideas are to position the brand name as "wild" but also "square." The most important overseas market is the U.S, where over 44 percent of all revenues are generated. Other important markets include Italy, Scandinavia, the Netherlands and Austria.
Total "Jäger" success in the U.S.
Jägermeister's success in the U.S. is based on three marketing actions. Since the mid-80s so-called "Jägerettes" have been selling Jägermeister at at over 8,000 promotional events in selected bars. That Jägermeister is served extremely cold has the disadvantage that the bottle always sits in the freezer and not on the shelf, where it could attract interest. In 1994 "Jägermeister Tap Machines" were introduced in bars - a device that makes it possible to pour ice-cold Jägermeister directly into a glass. "Jäger Music", the third idea, was introduced in the U.S. in 1994. Since then Jägermeister has supported over 150 local and national rock bands.
Wild Jäger times in Germany too
The "Jägerette" idea has been successfully applied to Germany as well, with 400 Jägerettes appearing at some 4,000 events annually. In addition, 2500 "tap machines" have been installed. In 2001 "Jägermeister Band Support" was added, a program to help promote new rock bands. What's more, Jägermeister supports festivals and other public events where young people celebrate. Promoters sell Jägermeister and turn the events into so-called "orange parties," since orange is the official Jägermeister color. A "Jägermeister Bar" can be seen at VIP parties. Stars with "wild" images, such as Boris Becker or Heiner Lauterbach, hang out at the bar and are thus associated with the Jägermeister brand name.
Is there a system for market leadership and the balance between tradition and trend? "We're the trendsetters, we keep in touch with the consumer and stay true to our tradition," Kamolz said. As always, 56 herbs, flowers, roots and fruits from a variety of countries go into the liqueur. And the shape of the bottle hasn't changed either.
Print media contribute to the success
To the question as to what roll print plays in brand name leadership, Kamolz commented, "Print is an important part of our communication and contributes to Jägermeister's success. City newspapers and general magazines are a great way to reach younger target groups. We use advertisements as well as PR articles."
Bernd Schopp, director of the Print Media Academy in Heidelberg, declared the third Marketing-Dialog a success: "The idea has taken off. In the future we'll continue to offer current marketing themes a platform for communication and exchange!"
For further information, please contact:
Heidelberger Druckmaschinen AG
Print Media Academy
Kurfürsten-Anlage 52-60
69115 Heidelberg
Tel.: +49 (0)6221 92 24 01
Fax: +49 (0)6221 92 49 29
E-mail: pma-info@heidelberg.com
The target group for Jägermeister is consumers between the ages of 18 (21 in the U.S.) and 80. But that wasn't always the case. Since 1999 the liqueur producer has been trying to attract younger drinkers without distancing its older customers. It's done this with an ingenious marketing strategy. "Our goal was slowly but surely to make our brand name younger," Kamolz explained. In order to effect this change, first the label design was changed. And to help to communicate the brand name, Jägermeister called Rudi and Ralph to life, especially in TV commercials.
For other marketing activities Jägermeister focuses on a specific target group. The goal of all promotion, event marketing, commercial marketing and internet ideas are to position the brand name as "wild" but also "square." The most important overseas market is the U.S, where over 44 percent of all revenues are generated. Other important markets include Italy, Scandinavia, the Netherlands and Austria.
Total "Jäger" success in the U.S.
Jägermeister's success in the U.S. is based on three marketing actions. Since the mid-80s so-called "Jägerettes" have been selling Jägermeister at at over 8,000 promotional events in selected bars. That Jägermeister is served extremely cold has the disadvantage that the bottle always sits in the freezer and not on the shelf, where it could attract interest. In 1994 "Jägermeister Tap Machines" were introduced in bars - a device that makes it possible to pour ice-cold Jägermeister directly into a glass. "Jäger Music", the third idea, was introduced in the U.S. in 1994. Since then Jägermeister has supported over 150 local and national rock bands.
Wild Jäger times in Germany too
The "Jägerette" idea has been successfully applied to Germany as well, with 400 Jägerettes appearing at some 4,000 events annually. In addition, 2500 "tap machines" have been installed. In 2001 "Jägermeister Band Support" was added, a program to help promote new rock bands. What's more, Jägermeister supports festivals and other public events where young people celebrate. Promoters sell Jägermeister and turn the events into so-called "orange parties," since orange is the official Jägermeister color. A "Jägermeister Bar" can be seen at VIP parties. Stars with "wild" images, such as Boris Becker or Heiner Lauterbach, hang out at the bar and are thus associated with the Jägermeister brand name.
Is there a system for market leadership and the balance between tradition and trend? "We're the trendsetters, we keep in touch with the consumer and stay true to our tradition," Kamolz said. As always, 56 herbs, flowers, roots and fruits from a variety of countries go into the liqueur. And the shape of the bottle hasn't changed either.
Print media contribute to the success
To the question as to what roll print plays in brand name leadership, Kamolz commented, "Print is an important part of our communication and contributes to Jägermeister's success. City newspapers and general magazines are a great way to reach younger target groups. We use advertisements as well as PR articles."
Bernd Schopp, director of the Print Media Academy in Heidelberg, declared the third Marketing-Dialog a success: "The idea has taken off. In the future we'll continue to offer current marketing themes a platform for communication and exchange!"
For further information, please contact:
Heidelberger Druckmaschinen AG
Print Media Academy
Kurfürsten-Anlage 52-60
69115 Heidelberg
Tel.: +49 (0)6221 92 24 01
Fax: +49 (0)6221 92 49 29
E-mail: pma-info@heidelberg.com
