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GERMAN ETHNIC HERITAGE

GERMAN ETHNIC HERITAGE. Gluhwein Syrup (Glow wine Syrup) By Linda Crosby Marketing 301. PEOPLE: Earth. http://www.enchantedlearning.com/europe/germany/labelmap/labelanswers.shtml North German lowlands on the Baltic and North Seas to Alps in Southern Germany

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GERMAN ETHNIC HERITAGE

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  1. GERMAN ETHNIC HERITAGE Gluhwein Syrup (Glow wine Syrup) By Linda Crosby Marketing 301

  2. PEOPLE: Earth • http://www.enchantedlearning.com/europe/germany/labelmap/labelanswers.shtml • North German lowlands on the Baltic and North Seas to Alps in Southern Germany • Climate – temperate (mild to cold) average temperature 9 degrees C (ave 48 degrees F) • Precipitation year around • Fertile terrain with adequate water resources supporting agriculture and livestock • Major bodies of water: • North and Baltic Sea – Home to port city of Hamburg • Rhine River – most important commercial waterway in Europe • Land use: • Agricultural: mixed cropland and pasture, grains, sugar beets, and vineyards • Industrial: Iron and steel manufacturing, transportation equipment, electrical engineering • Natural Resources: Forests, crude oil, natural gas and coal

  3. People: History • Original inhabitants: Germanic Tribes • Part of the Holy Roman Empire – 10th Century - 1806 • Limited control by the central authority of Holy Roman Empire, giving rise to manorial system and feudalism • “Patchwork of numerous small principalities and free cities” • Lack of authority – lawlessness • 16th Century continued lack of control from the Holy Roman Empire resulted in the Protestant Reformation led by Martin Luther • 30 Years War (1618 – 1648) Germany was in state of misery and starvation. High death toll served to perpetuate serfdom which was declining in other parts of Europe • French Revolution and Napoleonic Wars brought end to rule of Holy Roman Empire (1806) creating nationalist movement towards a strong unified state.

  4. History (cont.) • Franco-Prussian War (1871) - for first time became a power on continental Europe • Autocratic rule of Bismark accelerated urbanization and industrialization • Coincided with period of heaviest immigration to America • Defeat of Germany in WWI resulted in a democratic and centralized federal constitution. • As struggling to recover economically, Great Depression increased tensions • Nazi and Communist Parties gained strength • 1933 Hitler gained full dictatorial power • Hitler promised to build an empire that would last 1000 years • Defeat at end of WWII Germany was in state of total collapse • Cold War: West German recovery and reindustrialization • 1990 East and West Germany reunified • October 10, 2005 Angela Merkel of Christian Democratic Party elected 1st woman chancellor

  5. People: Culture • Heimatkunst: Home Art, term to categorize art forms dealing with rural and provincial life. • Prior to 1871, 2/3 of population lived in rural communities • Following years were period of rapid urbanization • Art form provided stable ground to cope with change and provide identity • Sense of national and local belonging: Community of common purpose • Weltanschauung: term fundamental to German philosophy • Provides framework for an individual to interpret and interact with the world • A worldview or world outlook - collection of beliefs about life and the universe held by individual or group • German Romanticism: Romantic Movement reached greatest level of achievement in Germany • Notable for use of humor and wit, in contrast to Romantic Movement in other countries • Notable composers: Schubert, Mendelssohn, Brahms, Wagner and Beethoven

  6. Cuture (cont.) • “Volk” – symbolized 19th century unified German people (English translation: folk) • Sharing of common culture and language – goes beyond citizenship • “volkish mysticism” – connection of land and people • Concepts of romantic love and cruelty, struggle and war, giants and fairies • Grimm Brothers attempted to capture spoken village tales in their fairy tales. Their stories included these elements as well as themes from Norse mythology • Volk is part of the people, arts, beliefs, and soul • Carried to extreme under Hitler • Traditions: wealth of German holidays, festivals and rituals • Originally religious or rural in nature and some have lost significance as the German society has urbanized • Unite and build community, provide identity for occasions: • Christmas Tree, St Nicholas, Exchanging Christmas gifts, Easter Bunny, Wedding Rings

  7. People: Values • Old Country • Family/Folk/Community of the common people/Virtue • Industrious/ Self-sufficient: “When I rest, I rust” • Traditional: “Necessity unites” • Festive: “Work hard/Play hard” • Punctual: “A little too late, is much too late. • Practical: “Take the world as it is, not as it ought to be.” • New Country • “Opportunity to depict itself to Americans from its most positive angle: German skills, German strength, German education and German happy ways. . . And thereby gradually raise them (American businesses) to a higher level of dedication.” • “We live according to what is customary in America, but we hold dear our German Customs and traditions.”

  8. Product • A very special occasion is the Christmas Market – Chriskindlemarkt or Weinachtsmarkt • Dates to Middle Ages and is an opportunity for friends to come together on long, cold winter evenings • In Germany, beer is an every day drink but wine is reserved for special occasions • Gluhwein is traditionally served at the markets and in homes throughout the fall and holiday season – Translated Glow Wine • Hot, spiced red wine • This product will enhance the traditional experience of the holiday season

  9. Process • Product: Winter’s Glow Syrup • Price: $4.99/bottle (similar to Torani Syrups) • Place: • Sold by the bottle in Specialty Stores • Trader Joe’s • World Market • Starbucks – non-alcoholic variation • Non-coffee alternative • Expanded selections • Prepared beverage or sold by the bottle • Promotion: 12 oz bottle of syrup containing all traditional ingredients – ready to add to hot wine or juice

  10. Promotion: Syrup Winter's Glow A Holiday Feast For the Senses

  11. Promotion (cont.) • Packaging: • Bottle cap in shape of traditional copper kettle • Add one kettle (cap) to hot red wine or grape juice, stir and enjoy

  12. Target Market • Urban Professional • Attracted to ethnic cuisine • Likes experimentation • Concerned with healthy lifestyle • Appeal of the cuisine is the “experience” • Mobile market with more money than time • Families • Pride in ethnic heritage • Enjoy connecting with tradition • Affordable

  13. Triangulation People German Ethnic Heritage Traditional PRODUCT PROCESS

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