Marketing strategy of bionade

The family-owned-enterprise has employees and is located in Ostheim, a small town in the northern Bavaria region of Germany. Tell us what you need to have done now! It is made by a complete organic process according to a century old brewing tradition. It is the first fermented non-alcoholic drink without any extras of sugar or antidegradantes.

Marketing strategy of bionade

History[ edit ] Dieter Leipold was the master brewer at Privatbrauerei Peter in Ostheim, a small town in northern Bavaria, and a relation by marriage of the Kowalsky family, owners of the brewery.

Worried about the future of the company, which was facing bankruptcy, [1] [2] he had the idea of producing a nonalcoholic drink by fermentation, on the same principles and under the same purity laws as German beer: He isolated a strain of bacteria capable of converting the sugar that normally becomes alcohol into nonalcoholic gluconic acidwhich he used to ferment the new drink.

Blum devised a new marketing strategy for Bionade. A retro blue, white, and red logo was designed. The bottle was made out of clear glass instead of brown but its form was based on a classical vitreous longneck beer format.

Marketing Strategy of Bionade - Research Paper Example : leslutinsduphoenix.com

This eased the logistics of distributing the drink and also helped to sell Bionade in bars and nightclubs, as a non-alcoholic drink that looked like a beer.

The product was branded as a new trendy drink. As the company could not afford advertising on television or in the print media, they first placed it in bars and restaurants in Hamburg [4] which were frequented by marketers and advertisers. Further viral marketing attempts included sponsoring sporting, cultural and children's events throughout Germany.

The official beverage of a better world". This appealed to some of the protesters against the 33rd G8 summitwhich was taking place at the time in HeiligendammMecklenburg-Western Pomeraniaand led to the stereotype that anti-globalisation activists always drink the beverage.

Marketing strategy of bionade

The campaign encompassed billboards in fifteen German cities and radio commercials. The Kowalsky family sold part ownership to Schindel-Holding and then to Radeberger, who became sole owners in until He used it to describe the lifestyle in Berlins Prenzlauer Berg district in an article published by Die Zeit.

According to him, the gluconic acid strengthens the taste of the sugar, so that less is needed.

Marketing strategy of bionade

After fermentation, natural flavours— elderberrylitchiorange - gingerquince or herbs —are added along with carbonation.

The herbal flavoured version also contains natural herb-aromas, the litchi flavoured version natural aroma, the elderberry flavoured version additionally contains concentrated elderberry juice and natural aromas and the orange-ginger flavoured bottles contain extract of ginger and natural aroma.

The sugar, barley and elderberries originate from organic agriculture. They support the claim of healthiness by referring to the relatively low level of sugar, sodium and flavor-enhancing additives, the absence of phosphorus or a stabilising agentwhile both calcium and magnesium are present.Marketing strategy Report - Bionade GmbH (German Edition) [Lena Fitzen] on leslutinsduphoenix.com *FREE* shipping on qualifying offers.

Studienarbeit aus dem Jahr im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung. Blum devised a new marketing strategy for Bionade.

A retro blue, white, and red logo was designed.

Marketing Strategy of Bionade | Online Academic Writing Help at leslutinsduphoenix.com

The bottle was made out of clear glass (instead of brown) but its form was based on a classical vitreous longneck beer format. This case Bionade Soda (A), Marketing Challenges for an Innovative Brand focus on Companies coming up with innovative market offerings often face challenges of making potential consumers aware of the product, building the brand, generating sufficient initial trials and ultimately making a .

Blum devised a new marketing strategy for Bionade. A retro blue, white, and red logo was designed. The bottle was made out of clear glass (instead of brown) but its form was based on a classical vitreous longneck beer format. Marketing strategy Report - Bionade GmbH (German Edition) [Lena Fitzen] on leslutinsduphoenix.com *FREE* shipping on qualifying offers. Studienarbeit aus dem Jahr im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung. I Marketing Strategy Plan 1 Company and Product Company overview The “BIONADE GmbH” is a small German manufacturer and distributor of the organic lemonade brand “Bionade”. The family-owned-enterprise has employees and is located in Ostheim, a .

I Marketing Strategy Plan 1 Company and Product Company overview The “BIONADE GmbH” is a small German manufacturer and distributor of the organic lemonade brand “Bionade”. Free Shipping.

Buy Marketing strategy Report - Bionade GmbH - eBook at leslutinsduphoenix.com I Marketing Strategy Plan 1 Company and Product 1. 1 Company overview The “BIONADE GmbH” is a small German manufacturer and distributor of the organic lemonade brand “Bionade”.

Marketing strategy Report - Bionade GmbH | Masterarbeit, Hausarbeit, Bachelorarbeit veröffentlichen