Bionade

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International Marketing: MKT 09101 |
BIONADE: TAKING A PRODUCT GLOBAL
|
Module Leader: Christine Band |

Business Management Programme
Matriculation Number : 09012375
|

Table of contents

INTRODUCTION 3
CURRENT SITUATION OF BIONADE 4
4 P’s Analysis 4
Market trends/Current position 4
Customers 4
Competitors 4
SWOT Analysis 4
ENVIRONMENTAL ANALYSIS-(PESTEL ANALYSIS)5
SEGMENTATION PART 6
DEVELOPMENT STRATEGY: TAKING BIONADE GLOBAL 7
CONCLUSION 9
APPENDICES 10
Appendix 1: Marketing mix - 4Ps 11
Appendix 2: SWOT 12
Appendix 3: Maslow Pyramid in relation with Bionade’s customers’ needs. 14
Appendix 4: The original Boston Consulting Group Matrix (BCG) 15
Appendix 5: Bionade’s Complete Segmentation 16
Appendix 6: Ansoff’s growth matrix 18REFERENCES 19

INTRODUCTION

Bionade is a non alcoholic drink which is made by the same process at the beer making: fermentation. This drink was born in Germany in 1995 thanks to Dieter Leipold. The Bionade brand is now well recognized in Germany and the company would like to take it global.
As I have been appointed as the Assistant Marketing Manager of Bionade, I am in charge to determine thestrategic choices and options available to take the brand world-wide. Therefore, the subsequent report includes the following information:

* An environmental analysis of the company.

* The company’s current situation.

* A strategic segmentation and positioning for the brand.

* A global strategy for taking Bionade global.

CURRENT SITUATION OF BIONADE

4 P’s AnalysisPlease refer to appendix 1.

Market trends/Current position
Bionade is currently selling its products on different geographical areas across the globe, such as Europe, Russia and US.
Moreover, in terms of segmentation and positioning, the organization has developed a niche market: The organic soft drink.

Customers
At the beginning, Bionade focused its selling on the children segments.The firm wanted to develop a health product with just only natural ingredient: malt, water, sugar, fruit essences. After the launched, others customers have been seduced such as young adults, sportsman, people who care about health, environment and about themselves.

Competitors
Actually, Bionade is situated on a niche market, “BIONADE is the unique non-alcoholic refreshment drink produced by apurely organic process – through the fermentation of natural raw materials of organic quality.”
It has no direct competitors in the segment the company has chosen. However, Bionade must look after some brands products which can be considered as competitors in other targeted segments.

SWOT Analysis
Please refer to appendix 2.

ENVIRONMENTAL ANALYSIS-(PESTEL ANALYSIS)

Nowadays, mentalitiesand standard of living change. It means people are much more aware of their lifestyle’s choices. Indeed, populations are more and more affected by obesity and alcoholism. Bionade is an alcohol-free drinks and you can find it in bars or pubs. It is a very good alternative for people who have drinking problems. These are social issues which must be taken in consideration.

A key to the success ofBionade is the innovation. Indeed, Bionade has invented a new technology that allows making a soft drink with the same process that enables to make beer. The corporate has the know-how, which gives it a serious competitive advantage.

In addition, Bionade makes its drinks with ecological respect; the drinks are made only with natural ingredients. Besides, Bionade’s manufacturing place is locatedin the Bavarian part of the Rhone Biosphere reservation (Bionade.com). The success of Bionade has come through the biological side of the drink, as well as environmental preservation.

Bionade doesn’t have a properly marketing budget. It has been known thanks to the sponsoring of hundreds of sporting, cultural, environments and kids events all around Germany.

Because Bionade contains no...
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