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How do you deal with it from a marketing perspective when people drink less? On Monday, 25.11.2019, the Private University of Göttingen welcomes Jägermeister. The PFH welcomes Gunar Splanemann, Head of Global Innovation and Design, Mast-Jägermeister SE.

25.11.2019│Göttingen – Jägermeister: People drink less but better – or differently

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Jägermeister PFH

On Monday, 25.11.2019, it will be high-proof at the Private University of Göttingen. The PFH has Jägermeister, the manufacturer of the well-known herbal liqueur, as a guest. Gunar Splanemann, Head of Global Innovation and Design, Mast-Jägermeister SE, is welcomed.

The older generation may still remember the legendary and widely publicized campaign “I drink Jägermeister because …”. At that time, a strategic repositioning was necessary due to declining sales figures. New target groups were to be addressed without alienating the existing ones. Away from the “lonely drinker” towards group-related situations of joint celebrations – this was now the focus of positioning. The radical rejuvenation of the brand was perceived by many marketing experts as very successful. The international success proved their marketing strategists right.

Meanwhile, however, the question arises whether current societal trends lead to a reassessment of alcohol consumption. Therefore, Gunar Splanemann and Professor Hans-Christian Riekhof discuss in a workshop with marketing students of the PFH the question of how to deal with it when people drink less, but differently and often simply better.

Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen

Date/Time:
Mo, 25.11.2019, 18:00 – 19.30 Uhr

The PFH is pleased to welcome interested parties this evening, external guests are welcome. The event is free. Registration is required, please by email to Wieschollek@nullpfh.de.

 

Photos: Jägermeister

Discover more exciting lectures in the winter semester program of the PFH

Exciting Lectures in the PFH Winter Semester Program

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For the winter semester 2019/2020, the PFH Private University of Göttingen is again offering an attractive program with a series of exciting external lectures. From October 22, 2019, managers, consultants, and scientists are guests at the PFH, who provide informative and educational insights on the respective evenings.

Among the speakers are Prof. Dr. Ricardo Torres from the University of Havana with an insight into Cuba’s economy after Castro. Kai Ostendorf (Wilhelm Fricke SE) as a wholesaler illuminates the implementation of a pricing tool in the B2B environment. Dr. Manuel Vermeer, Sinologist and consultant for Asia business, and Dr. Mohammed Ali Seiraffi, Vice President Handling Frankfurt at Lufthansa Cargo Center, report on opportunities and challenges in multinational corporate management. Andreas Stauber, Pricing Manager at Fielmann, reports on the introduction of a new pricing system in retail, Douglas product manager Katharina Hoppe lectures on the development of digital products in the perfume chain and Gunar Splanemann (Mast-Jägermeister SE) provides insights into current drinking habits.

All lectures, dates and further information can be found in our pdf file.

Registrations at the PFH, Weender Landstraße 3-5, 37073 Göttingen, at wieschollek@nullpfh.de