Wednesday | 28. February 2018

Second Research Cooperation with Mast-Jägermeister Successfully Concluded


Worldwide, the trends towards healthy lifestyle and conscious nutrition concepts lead to changed consumer patterns. Therefore, spirit companies have to adopt to altered market conditions. Together with the German company Mast-Jägermeister, students from Macromedia University Berlin researched for the second time what triggers the needs and aspirations of young urban consumers.


Why does a digital native take a shot? And what exactly triggers the decision? These are central questions for spirit producers who want to compete in international markets for the buying power of millennials. In winter term 17/18, a research project between the globally active Mast-Jägermeister and Macromedia University Berlin focused on this issue. The German family enterprise, whose most famous product is undoubtedly the herb liquor Jägermeister, wants to adapt its marketing concept to the changing consumer behavior of young generations in urban metropoles like Berlin. In winter term 16/17, bachelor and master students had already researched the consumer behavior and needs of the so-called Generation Y to suggest new marketing measures based on the acquired outcome. This semester, Mast-Jägermeister perpetuated the successful cooperation with a new generation of bachelor students – focusing explicitly on different aspects of the “initial shot decision”, the starting point of the evening.

Multistage Research Process

In order to target new marketing instruments directly at the trigger points of the desired customer group, students from the German and English study programs Media and Communication Management concentrated on conditions and prioritization aspects of the consumer’s decision to take a shot. Guided by marketing-expert Prof. Dr. Brigitte Kleinselbeck and design-pro Prof. Thomas Stegmann, the project groups addressed the issue in a multistage inquiry process: they combined secondary analyses of existing studies regarding drinking attitudes of young consumers with classic market research instruments such as focus groups and qualitative interviews, that they conducted within in their direct peer groups. In addition, the project participants used design thinking methods for developing a profound understanding of realistic consumer types by modelling consumer decision journeys and personas. After having succeeded at the interim presentation at the company’s headquarter in Wolfenbüttel in November, the students were able to convince Mast-Jägermeister’s representatives in January with their final marketing recommendations.

Cooperation with Mast-Jägermeister Will Be Continued

“The students of Macromedia University have proven to be ideal research partners for us, since they not only showed that they know how to use adequate analytical tools, but also have a close connection to the desired target group. The project therefore allowed us an unfiltered view on psychological processes within the consumer field – seen from its own perspective”, Mast-Jägermeister’s market research expert Dr. Darko Gajic explains. “The presented marketing recommendations show promising approaches to adapt our presented brand image even more to the younger target groups”, adds Gastromarketing manager Lukas Ciosanski. It has already been confirmed that the cooperation with Mast-Jägermeister will be continued.

Here you can find more information about the study program of Macromedia University. Visit our Facebook-page for impressions from the Berlin campus.

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The project group with project coordinator Prof. Dr. Brigitte Kleinselbeck in front of Mast-Jägermeister's headquarter in Wolfenbüttel.

Pitching marketing ideas: the students presented marketing recommendations based on their research insights.

Gastromarketing manager Lukas Ciosanski worked together with the students on ideas about how to add value to the brand communication.

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