Analysis of Rotkäppchensekt's Product Policy

Abstract

This seminar paper examines the contribution of communication policy to the commercial success of Rotkäppchen Sekt, one of Germany's most renowned and historically significant sparkling wine brands. The study begins by establishing the theoretical foundations of communication policy, encompassing its definitions, core tasks, strategic objectives, measurable effects, and the classification of communication instruments. It then analyses the current landscape of communication policy within the global sparkling wine industry, drawing on illustrative cases of internationally recognised brands such as Moët & Chandon and Veuve Clicquot. Building upon this contextual framework, the paper conducts an in-depth investigation of Rotkäppchen Sekt's communication policy. The brand, which underwent privatisation and restructuring following German reunification, has emerged as a dominant player in the German sparkling wine market. Its communication strategies encompass the deployment of iconic television commercials to strengthen brand awareness, the implementation of holiday promotions and loyalty programmes to drive sales and customer retention, the organisation of diverse cultural events, and the sponsorship of the Golden Hen Awards alongside social responsibility initiatives through charitable donations. The analysis demonstrates that Rotkäppchen Sekt's meticulously designed communication policy is instrumental in achieving high brand awareness and a leading brand image score in market surveys. The study also acknowledges limitations, including reliance on limited publicly available data and the restricted generalisability of findings to other markets. Finally, the paper proposes future research directions, including crisis communication strategies, the integration of digital technologies in communication, international marketing communication challenges, and the influence of alcohol advertising guidelines on the brand's communication policy.