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 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

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.

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

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

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

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.”

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

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

Promotion: Syrup

A Holiday Feast For the Senses

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

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

Triangulation

    

German Ethnic Heritage

Traditional