The organic food market at that point of time was underdeveloped, as organic products had little access to the mass market and mostly had a rather dull image. Product First non-alcoholic refreshment drink produced by a purely organic process. Inthe master brewer Dieter Leipold see attachment A2 started research on an organically brewed non-alcoholic drink, which he accomplished ten years later.
Especially the small breweries were suffering from this development, such as the Bavarian Peter Brauerei. On the beverage market it had to compete with the established lemonades.
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 place for themselves in the market.
In order to increase market share and ameliorate the brand image it was and is now crucial to get the product out of the niche onto the mass market. These challenges are particularly tough coping up for small-scale businesses. Company owns two patents on the drink.
Decreasing beer consumption and the consequent financial crisis of his family brewery led German entrepreneur Dieter Leipold to invent an organic drink using beer brewing techniques. The market situation then changed drastically with upcoming food scandals like BSE, acrylamide, rotten meat and the social discussion on obese children.
As a result the company used a concentrated approach setting up a niche but developing to a differentiated target group only limited by the pricing strategy.
Branding First established as a trendy lemonade Appeals to young greens. However, being a small family firm, the makers of Bionade Soda did not have the requisite advertising budget to promote the drink.
This distinguishes it from other lemonades and makes it suitable for social events and parties. Suddenly, organic food was broadly accepted and demanded by consumers that were willing to pay for an added health value. While this is true it developed an own niche, the one of the organic lemonades, enabling the company to appeal to the health-conscious consumers and accordingly also sell through the organic food stores.
Marketing and promotions play a key role for successful commercialisation of a new market offering. Thus the company had to come up with a new idea in order to keep the business running.
To understand the new product development process To discuss the commercialisation challenges of new product offering To analyse alternative marketing technique options for small-scale companies.
Contains less than half of the amount of sugar compared to regular lemonades. Drawing parallels to the innovative product Bionade Soda, the case study highlights the challenges of marketing a new product offering for a small family owned company and provides a scope to discuss alternative marketing techniques that they can adopt.
Bionade Soda was one such innovative organic drink, first of its kind in the world.Case Studies: Most Recent. Access thousands of our most recent online marketing resources here. Select any of the popular topics below to narrow your search.
Read this Business Case Study and over 88, other research documents. Marketing - Bionade Case. MARKET SITUATION AND SEGMENTATION In the s, the mature German beer market experienced declining sales due to the emergence of.
Marketing Strategy of Bionade Essay; Marketing Strategy of Bionade Essay. Words Dec 26th, 50 Pages. I Marketing Strategy Plan Marketing - Bionade Case Words | 11 Pages.
appeal to the health-conscious consumers and accordingly also sell through the organic food stores. As a result the company used a concentrated.
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 place for themselves in the market.
Drawing parallels to. Bionade Case Study. Topics: Marketing, Soft drink, Strategic Bionade is a unique drink, which comes from a small town in Bavaria, Germany. It is described as being “The unique non-alcoholic refreshment drink. Here is MarketingSherpa's catalogue of free marketing case studies.
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