Jägermeister: Market Research and Brand Communication

Jägermeister: Market Research and Brand Communication

  • Semester

    5. Semester

  • Supervisor

    Prof. Dr. Brigitte Kleinselbeck, Prof. Thomas Stegmann, Prof. Tanja Schmitt-Fumian

  • Partner

    Mast-Jägermeister SE

  • Website

    www.jaegermeister.de

  • Course

    Media and Communication Management

Jägermeister: Market Research and Brand Communication
Why do some people choose to drink high-proof spirits after having a meal? Are there any explicit patterns that explain why some groups tend to order shots while going out, while others don’t? 

For a producer of spirits, it’s crucial to understand those things.

A group of Macromedia students, supervised by Prof. Dr. Brigitte Kleinselbeck, worked together with the spirits producer Jägermeister, in order to find answers to those questions, analyse the factors and develop recommendations based on their results.

The 15 English and German speaking students worked together in small groups, to create individual qualitative research approaches: while one group became the first to implement a diary study based on a mobile app (Grid Diary, own configuration), other groups carried out focus groups, customer journey workshops, interviews and field research.

The final results were presented before the audience in Wolfenbüttel at the Global headquarters of Jägermeister. The groups received fantastic feedback from their project coaches Lukas Ciosanski (Manager On-Trade Marketing) and Dr. Darko Gajic (Research Manager), as well as Timo Weber (Brand Manager). They were impressed by their presentation style, the research designs, the results and the different recommendations for action. Initially, the research cooperation first started in 2016 and will be again continued in the winter semester 2018/19.

Statement practice partner


„The groups dealt with our brand very intensely and surprised us with new insights. I liked the positive vibes and great motivation, as well as the professional handling of the multilingualism. I would be happy to carry on with further research projects.“

Lukas Ciosanski
Manager On-Trade Marketing
Mast-Jägermeister SE
http://www.jaegermeister.de 
Jägermeister: Market Research and Brand Communication
Jägermeister: Market Research and Brand Communication
Jägermeister: Market Research and Brand Communication
Jägermeister: Market Research and Brand Communication
Jägermeister: Market Research and Brand Communication
Jägermeister: Market Research and Brand Communication
Jägermeister: Market Research and Brand Communication
Jägermeister: Market Research and Brand Communication
Jägermeister: Market Research and Brand Communication

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