Essay about Marketing Strategy of Bionade

12326 Words Dec 28th, 2011 50 Pages
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
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A database will be established to increase customer relationship by direct mailing.
In future the current distribution strategy in cooperation with the distribution company of Coca
Cola Company will be used to get into all traditional retail channels in the domestic and the international markets. In a long time view own sales offices will be open in the main markets to organise distribution, marketing and communication in these countries.
4
The price in the domestic market will increase up to a compared price level of classical soft drinks. Bioande has the chance to be a “mass” product by a high level of quality. But the differentiation is not done by the price. The transfer in the international markets will be follow a clear and credibility branding strategy.
3 External Business environment
In this part the situation regarding the macro environment, the market and the competition is presented (Dibb et all., 1994). It is based on the results of the marketing environment audit
(appendix 3.1).
3.1 Macro environment
The political and legal situation (appendix, chapter 2.1.1.1) in the domestic market is determined by the new recycling regulations of the German government. Packaging gets an important role for this industry. The new regulations do not have such a big influence for
Bionade, because the main sale is doing by glass bottles. They are reusable packaging since a long time. Manufacturers, Distributors and Customers are used to it. Additionally

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