Marketing Strategy of Bionade
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”. The family-owned-enterprise has 107 employees and is located in
Ostheim, a small town in the northern Bavaria region of Germany. Sigrid Peter-Leipold is the industrial business manager, owner and executive manager of the “Privat Brauerei Peter KG
Associate Partner” and the “BIONADE GmbH” and “BIONADE International GmbH”.1 As an offshoot of the private beer brewery (Rhoehnpils), the “BIONADE GmbH” was incorporated in
1995. The brewery master in this time Dieter Leipold invented the beverage, especially the technical producing process. 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. The company started in 1995 with around 100.000 bottles per year. In 2000 a big beverage distributor of the gastronomy sector in Hamburg discovered the product. Since then sales increased continuously up to 25 million bottles in 2005. 2006 it would be twice as much. Today the company is market leader of the German organic beverage market (Anon,
2006a; Lange & Lange, 2006; Bionade, 2006).
1.2 Mission Statement
The Mission of BIONADE GmbH is to offer a high quality product produced by a completely organic process according the old family brewing tradition. The identity and the origin of the product are guaranteed. Additional the company aims to provide a higher standard of living in the area by support the local organic farming and give new job opportunities to the people.2
1 In the following report the company is named as Bionade. This includes the international and the national firm.
The private beer brewery Peter KG will not be examined.
2 The company do not present an official mission statement. The mission is formulated by the author, out of the
1 Company and Product
1.1 Company overview
The “BIONADE GmbH” is a small German manufacturer and distributor of the organic lemonade brand “Bionade”. The family-owned-enterprise has 107 employees and is located in
Ostheim, a small town in the northern Bavaria region of Germany. Sigrid Peter-Leipold is the industrial business manager, owner and executive manager of the “Privat Brauerei Peter KG
Associate Partner” and the “BIONADE GmbH” and “BIONADE International GmbH”.1 As an offshoot of the private beer brewery (Rhoehnpils), the “BIONADE GmbH” was incorporated in
1995. The brewery master in this time Dieter Leipold invented the beverage, especially the technical producing process. 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. The company started in 1995 with around 100.000 bottles per year. In 2000 a big beverage distributor of the gastronomy sector in Hamburg discovered the product. Since then sales increased continuously up to 25 million bottles in 2005. 2006 it would be twice as much. Today the company is market leader of the German organic beverage market (Anon,
2006a; Lange & Lange, 2006; Bionade, 2006).
1.2 Mission Statement
The Mission of BIONADE GmbH is to offer a high quality product produced by a completely organic process according the old family brewing tradition. The identity and the origin of the product are guaranteed. Additional the company aims to provide a higher standard of living in the area by support the local organic farming and give new job opportunities to the people.2
1 In the following report the company is named as Bionade. This includes the international and the national firm.
The private beer brewery Peter KG will not be examined.
2 The company do not present an official mission statement. The mission is formulated by the author, out of the
References: Carpe diem (2006), “Overview”, http://www.carpediem.com/eng/Aktuell/83.html, 21.11.2006. Euromonitor International (2005), a global market information database, “The world market for soft drinks”, 01.11.2005, Federal finance office of Germany (2005), “Distribution of Income 1999-2004”, http://www.sozialpolitik-aktuell.de/tabellen_einkommen.shtml#Gesamtwirtschaftliche, Oekotest (2006), www.oekotest.de, 21.11.2006. Statistisches Bundesamt (2006), http://www.destatis.de/, 21.11.2006. Aaker, D.A., Kumar, V. & Day, G.S. (2001), “Marketing Research”, 7th Ed., New York: John Wiley & Sons, Inc. Drummond, G. & Ensor, J. (2001), “Strategic Marketing: Planning and Control”, 2nd Ed., Butterworth-Heinemann, Oxford, UK. Keegan, W. J. (1999), “Global Marketing Management”, 6th Edition, Prentice Hall Inc., New Jersey, United States of America. PalmerA. & Hartley B, (1999),” The Business and Marketing Environment”, 3rd Ed., McGraw- Hill, London.