Strategies of Drinking Beer from Traditional to Experiential Marketing - Bergenbier Case Study

Mădălina Moraru ()
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Mădălina Moraru: University of Bucharest, Romania, Faculty of Journalism and Mass Communication Sciences

Journal of Knowledge Management, Economics and Information Technology, 2014, vol. 4, issue 1, 3

Abstract: This paper aims to discuss interesting experiential strategies of a specific European beer brand (Bergenbier) that maintained the balance between traditional and experiential marketing. My hypothesis is that the relationship between both types of marketing should be analysed from two angles: either commercials no longer focus on product features, but rather on events; or the experiential market is very well mirrored in ads. Additionally, this paper points out the levels of brand development that succeeded in engaging consumers so much that they found a new way to spend more time together, thus building a community. The aim is to make a comparative analysis between traditional marketing promoted by 50 TV campaigns (broadcast between 2004 and 2012) and experiential marketing events during the same interval. Basically, this paper seeks to analyze the relationship between traditional and experiential marketing, relying on the examples provided by Bergenbier campaigns, and to improve experiential strategic modules (according to Bernd Schmitt, shortened to SEM) by explaining their cultural dimension.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:spp:jkmeit:1430

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