Marketingplan: Jägermeister for Monaco

by: Alexander Wolters

Table of contents

1. Executive Summary 3

2. Current marketing situation 3

3. Opportunity and issue analysis 5

4. Objectives 5

5. Marketing Strategy and Action Programs 6

6. Financial Projections and Implementation Controls 9

7. Appendix 10

Executive Summary

This marketing plan is prepared for Mast-Jägermeister AG with the sole aim to increase their profit and market share in Monaco. A brief history of the company describes their success in the beverage industry, followed by the current market situation. The SWOT and Issue Analysis are showing the main markets and the major facts in detail. Afterwards the contents of the Marketing and Financial Objectives of Mast-Jägermeister AG will highlight the key issues. The Marketing Strategy along with recommended Action Programs will outline how to introduce and to begin with the Project. The explanatory statement of the project shows that this project can start as soon as desired. The last section is ‘Failure Strategy,’ it shows how the project can be controlled.

Current Marketing Situation

When talking about the current marketing situation, it is extremely important to decide what message and what image the liqueur wants to give to the customers. In fact, the company considered Jägermeister not only as one of the most extraordinary liqueurs, but saw and presented it almost as a luxury drink in other countries, similar to any other high quality brand.

Young people, but also hip and stylish older ones are the ones making a product become a success and, for that reason, these people of all categories have been considered an important part of the target market, especially the ones who are trend and fashion oriented and like to go to clubs. I want to include the most possible consumers and attract everybody, especially people with a sense for quality and with the ability to spend a little bit more. These elements have been selected to define the target market:

- People from the age of 20 – 55, women and men
- Trendsetters, stylish and fashion oriented people
- People going to trendy and more expensive places, like discotheques, bars, nights clubs, restaurants, hotels, and other places

The step into a new market is very expensive and needs high investments, especially in distribution and marketing. Those are the most important figures in implementing a new brand or a new strategy. Without investments in both, marketing and distribution, it is very hard to gain market share. Achieving a sufficient return on this investment is difficult, because the product is new to Monegasque people and therefore it is a necessary need to become known on the market in order to attract customers, convince them and build customer loyalty.

SWOT

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