The document discusses the German company Bionade, an organic soft drink producer. It provides an overview of the company's history and founding in 1995. It outlines Bionade's environmental commitments to organic and sustainable practices. The document also covers Bionade's marketing strategies, expanding product range and efforts to expand internationally, including challenges faced entering the US market. Bionade has experienced significant growth, producing 200 million bottles annually by 2007.

1. 02.11.2013
Angelina Lenz, Michaela Strobel, Alisa
Lennhoff
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2. BIONADE
I.
Overview
II. Enviromental commitment
III. Marketing
IV. Product range
V. Expansion
VI. Sources
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Strobel, Alisa Lennhoff
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3. Overview
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Lennhoff
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4. The company
• A privately owned German company
• Situated in Ostheim, in the „Röhn“ area
• Founded in 1995 by Dieter Leipold
• About 100 employees
• Offshoot of the Private Brewery Peter
02.11.2013
Angelina Lenz, Michaela Strobel,
Alisa Lennhoff
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5. History
• Leipold fiddled day and night about the invention of the
first organic refreshment drink
• Not enough money to advertise the product
• Offered their license to big German breweries
 refused
• Bionade began to sell the drink in health ressorts and
fitness centers
 not enough purchasers
• Turning point: Bionade appeared in the Hamburg InLocation “Gloria“
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Angelina Lenz, Michaela
Strobel, Alisa Lennhoff
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6. Enviromental commitment
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Angelina Lenz, Michaela Strobel, Alisa
Lennhoff
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7. Environment
• The Röhn region:
o In Bavaria
o Low mountain rage embossed by volcanism
• UNESCO biosphere reserve:
o Preservation of cultivated landscape
o Support of agriculture
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Strobel, Alisa Lennhoff
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8. Memberships
• “Business and Biodiversity Initiative“
o Diversity of the ecosystem
o Diversity of species
o Genetic diversity within one species
• Project “Bio-Landbau Rhön“
o Steady supply of organic products
by local farmers
o New plants open up new markets
for local farmers
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Strobel, Alisa Lennhoff
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9. Fermentation
• Dieter Leipold dreamt of
“Fanta without Chemicals“
• Bionade is organically brewed:
o Fermentation of malt
o Brewed like beer via microorganisms:
o Bacteria gained from Kombucha-fungus
o Dextrose is transformed into fruit accid instead of
alcohol
• Patented fermentation process
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Strobel, Alisa Lennhoff
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10. Purity Law
• Bionade comitted to obey a purity law similar
to the German beer brewing purity law
• 95% of raw materials are according to EGRegulations organic
• Addition of artificial flavours, colouring and
preservative agents forbidden
• Guidelines of “German Unions for organic crop
growing“ are followed
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Strobel, Alisa Lennhoff
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11. Marketing
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Strobel, Alisa Lennhoff
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12. Advertising
• First Bionade tried to advertise solely on the
“Health Claim“
 New packaging design and strategy:
HIP LIVESTYLE BEVERAGE
• Sponsors cultural, sports and kid‘s events
• Advertising campaign:
All across Germany and straight across all target
groups
• Cinema spots, beer mats, posters, …
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Angelina Lenz, Michaela
Strobel, Alisa Lennhoff
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Strobel, Alisa Lennhoff
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14. Market development
2002/03
2004
2005
2006
2007
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2 million bottles per year
7 million bottles per year
20 million bottles per year
70 million bottles per year
200 million bottles per year
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Strobel, Alisa Lennhoff
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15. 02.11.2013
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Lennhoff
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16. Expansion
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Lennhoff
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17. Europe
• Export to:
Netherlands, Belgium, France, Sweden, Spain, It
aly, …
• Austria and Switzerland: took over 2 years to
establish the brand
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Strobel, Alisa Lennhoff
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18. USA
• 2008: Decision to enter the US market
• Corporation with another German company
• Plans to build a factory facility in Iowa
• Own plantations to grow organic ingredients
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Strobel, Alisa Lennhoff
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19. But:
• Bureaucratic hurdles (paperwork, money)
It took one year to get all permissions
• Lifestyle hurdles :
o Americans associate fermentation with alcohol
o Rivalry with CocaCola and Pepsi
• Nevertheless:
production will start at the end of 2009
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Strobel, Alisa Lennhoff
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20. Dilemma
• Expansion
vs.
Organic claim
• Boom of organic fruits led to shortage on
world market
• Bionade can‘t expand with products based
solely on organic fruits
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Strobel, Alisa Lennhoff
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21. Awards

22. Sources
• http://fazarchiv.faz.net/FAZ.ein
• http://www.bionade.com/
• http://www.managermagazin.de/magazin/artikel/0,2828,2660383,00.html
• http://ww.spiegel.de/wirtschaft/0,1518,590002,0
0.html
• http://www.sueddeutsche.de/wirtschaft/220/45
8868/text
• www.business-and-biodiversity.de
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Strobel, Alisa Lennhoff
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23. QUESTIONS?

24. THANK YOU
FOR YOUR ATTENTION