Bionade Case Study
Contents Table Page
Introduction 2
Environmental analysis Market trends 3 Internal analysis - Customers 3 - Marketing mix 4 - Resources 4
Eternal analysis - PESTEL factors 5 - Porter 5
Current Position Porter 5 Product life cycle 6 Matrix model 7
SWOT analysis 7
Strategic options 8
Conclusion 9
References 10
Appendix 11-14
Introduction
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. Produced from natural raw materials of organic quality through fermentation in a purely organic way”. (Bionade, 2009).
Bionade has been acknowledged in a number of ways and has won many awards around the world including best carbonated beverage of 2007, which was decided by BEVNET beverages news and reviews, USA and picking up a great taste award 2008 from the guide of fine food, UK. (Bionade, 2009)
Bionade was started by Dieter Leipold the master brewer, who began researching his idea in the 80’s. He used his bathroom to experiment and was able to find a bacteria that converted the sugar, which usually turns into alcohol, into a non-alcoholic product. It took him 8 years to perfect his recipe and he spent 1.5 million euros in the process. “One of the goals was to make a drink for children that did not have any artificial additives and that followed the purity requirements traditionally used to make beer. We found a way to ferment a non-alcoholic drink by converting the sugar that normally becomes alcohol into non-alcoholic, healthy gluconic acid.” – Deiter Leipold. (Bionade, 2009). It started being produced and sold in 1995 but it was hard to get it onto the shelves because the costs were prohibitive. (Wikipedia, 2009)
It started as an attempt to give people something better and was sold in
Introduction 2
Environmental analysis Market trends 3 Internal analysis - Customers 3 - Marketing mix 4 - Resources 4
Eternal analysis - PESTEL factors 5 - Porter 5
Current Position Porter 5 Product life cycle 6 Matrix model 7
SWOT analysis 7
Strategic options 8
Conclusion 9
References 10
Appendix 11-14
Introduction
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. Produced from natural raw materials of organic quality through fermentation in a purely organic way”. (Bionade, 2009).
Bionade has been acknowledged in a number of ways and has won many awards around the world including best carbonated beverage of 2007, which was decided by BEVNET beverages news and reviews, USA and picking up a great taste award 2008 from the guide of fine food, UK. (Bionade, 2009)
Bionade was started by Dieter Leipold the master brewer, who began researching his idea in the 80’s. He used his bathroom to experiment and was able to find a bacteria that converted the sugar, which usually turns into alcohol, into a non-alcoholic product. It took him 8 years to perfect his recipe and he spent 1.5 million euros in the process. “One of the goals was to make a drink for children that did not have any artificial additives and that followed the purity requirements traditionally used to make beer. We found a way to ferment a non-alcoholic drink by converting the sugar that normally becomes alcohol into non-alcoholic, healthy gluconic acid.” – Deiter Leipold. (Bionade, 2009). It started being produced and sold in 1995 but it was hard to get it onto the shelves because the costs were prohibitive. (Wikipedia, 2009)
It started as an attempt to give people something better and was sold in
References: Brassington, B., Pettitt, S. (2000). Principles of marketing. 2nd edition. London: FT Prentice Hall Carpe Diem (2009) News Chambers, I., Gray, D. (Eds), (2001). Business studies. 2nd edition. Ormskirk: Causeway press limited Design Management Europe (2009) Bionade: a formula that changed the world Wikipedia (2009) Bionade. Available from: http://en.wikipedia.org/wiki/Bionade [accessed 29.03.2009] Appendix