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CSUB MKTG 301 - Benchmark.Ethnic.Val.REPORT.German

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Project Objective “B” – Product – Wine and Gluhwein (Glow Wine)Project Object Objective “C” – MatchIndividual Contextual:Environmental Context:Roles/ValuesGERMAN ETHNIC HERITAGEGLUHWEIN SYRUP:WINTER’S GLOWBYLinda CrosbyMarketing 301Prof. CarterNovember 6, 20051NEW ETHNIC AGRI-FOOD BRAND ARCHITECTUREGLUHWEIN SYRUPA Holiday Feast For the SensesThis is a mock up of the front label of a 12 ounce, clear glass bottle containing a syrup made from spices, lemon rind and sugar. This syrup is ready to mix with wine or fruit juice and then heated for a delicious, traditional German beverage popular at Christmas Markets and at home during the holiday season.The back label, in addition to the ingredients, will recite a brief history of the tradition of Gluhwein.2PACKAGING CONTINUEDBOTTLE CAPTraditionally, this drink is made in a copper kettle over the hearth. To incorporate this concept, the bottle cap will be a plastic replica of the copper kettle. In additionto enhancing the packaging, the cap will serve a practical purpose. The volume of the cap will correspond with the correct measurement to be added for a single serving. This combines elements of functionality with nostalgia.3ETHNIC VALUE MATCHING PROJECTPROJECT STEPS DOCUMENTATIONProject Objective “A” - People Values1. Earth These web sites document the physical environment of the “Old Country” and addresses the market traits that influence customer needs. This link addresses climate, geography, and topology of the various regions of Germany.http://www.destatis.de/basis/e/geo/geotxt.htmThis link identifies the five geographical regions of Germany, as well as the geographical features and geological events that formed these regions. This reference also discusses the climate of each of the regions. These factors contribute to a geographically diverse country with rich farmland that is able to produce a wide variety of crops and agriculturalproducts. This site documents land use and agricultural production.The North German lowlands border the North and Baltic Seas providing seaports to support commerce and trade. Traveling south, the terrain becomes more mountainous and the southern region of Bavaria is located in the Alps. Though considered temperate, the climate ranges from mild to cold. There is precipitation year around. http://www.personal.psu.edu/users/k/a/kaw310/germany.htmlThis site also addresses the physical environment and its ability to support the needs of the indigenous population. Located in the middle of the European continent, it has been heavily influenced by the surrounding countries. The terrain is fertile with adequate water resources supporting not only agricultural production, but also plentiful livestock. This supply has resulted in a shift in emphasis from production, to storage. As a result storage techniques for smoking, marinating, and salting lead to an emphasis on preserved foods. Their neighbors influence the foods of Germany: Denmark and Scandinavia to the north and Austria and Italy to the south. http://www.atlapedia.com/online/maps/physical/Germany_etc.htmhttp://www.enchantedlearning.com/europe/germany/labelmap/labelanswers.shtmlThese two links provide maps of Germany. The first addresses the geography and topography. The second illustrates the major bodies of water including rivers, cities, and neighboring countries.These maps illustrate the waterways and the relation of the major cities to those bodies ofwater. Most of the major cities in the country are located on or near a major body of 4water. This includes the port city of Hamburg, and the cities of Dusseldorf, Cologne, Bonn, and Frankfurt all located along the Rhine River, the most important commercial waterway in Europe. Other major rivers are the Elbe, splitting east and west Germany, and the Danube in southern Germany. http://www.lib.utexas.edu/maps/germany.html This link provides a series of maps illustrating land uses in Germany, with distinction between East and West Germany. These maps document population distribution, natural resources, industrial production and agricultural land use. The population is heavily concentrated in the large cities which is also home to the majority of industrial production including iron and steel manufacturing, transportation equipment, electrical engineering, and machinery and metalworking. Agricultural land use is predominantly mixed cropland and pasture, followed by production of potatoes, rye, barley, wheat and sugar beets. 2. History The following links serve to address the market context from a historical point of view. The sites discuss the tumultuous political history that has lead to numerous wars, alliances and divisions, all of which have contributed to the identity of the German people. http://www.factmonster.com/ce6/world/A0858401.htmlThis link provides a history of the country today known as Germany. The history of the area is very complex and the following events are only brief highlights.- In the 4th and 5th centuries AD, German tribes overran most of the Roman Empire, and Slavic tribes occupied Germany east of the Elbe River. - 800 AD, Charlemagne conquered the Saxons and extended the Frankish (French) domain in Germany to the Elbe River. He was crowned emperor at Rome.- In the 10th Century, tribes from the north (Norsemen and Slav began invading Germany. This resulted in an economic breakdown and localization resulting in a manorial system and the growth of feudalism. At this time, Germany was still part of the Holy roman Empire but were unable to prevent the dukes from increasing their power at the expence of the central authority. Until the Holy Roman Empire was dissolved in 1806, Germany remained a “patchwork of numerous small temporal and ecclesiastical principalities and free cities.”The remainder of Europe in the 13th century was moving towards increased centralization. This was not the case with Germany and with a lack of wide authority lawlessness prevailed. - Due to the lack of control by the central authority (Rome), they were unable to prevent the Protestant Reformation in the 16th century. This resulted in greater religious and political divisions in Germany.5- After the Thirty Years War (1618 – 1648) Germany was in a state of misery and starvation, and lost much of their population. This service to perpetuate the institution of serfdom, which was declining on other parts of Western Europe.- The


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CSUB MKTG 301 - Benchmark.Ethnic.Val.REPORT.German

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