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The Story behind the brand
Content
Past
    Identity of Ambrosia
    The Heritage of Ambrosia Honey & Herbs wine
    The love for Ambrosia untill 2005
    What’s happened after 2005?
Present
    Why does Ambrosia change?
    Current situation vs. future situation
Future
    What is Ambrosia?(Relevance)
    What are the benefits of Ambrosia
    What Ambrosia can do for you…
    The meaning of Ambrosia
    The building blocks of Ambrosia
    Why these building blocks?
    Brand Loyalty
    The brand promise of Ambrosia
    Mission & Vision of Ambrosia
    The wine
    What is in it for her?




                                                   2
Past
The Heritage of Ambrosia Honey & Herbs wine
Particular the Dutch story
About more then 30 years ago two Dutch
entrepreneurs worked with honey, Propolis and
other products from bee’s.
Their research and knowledge about all
necessarily basics for a healthy honey herbs wine
product was started years before 1979. In the       The significance of Ambrosia:
beginning of the 70’s they started their            Ragweed or Ambrosia is the food of the gods
experiences with honey with wine. After a few       in ancient mythology, in addition to nectar.
years they discovered the opportunities with
                                                    The power to give immortality is derived from
herbs too. Following the trends of olive oil and
the upcoming use of herbs in families makes it
                                                    the healing and purifying effect of honey.
very interesting to develop also wines with honey   In addition, fermented honey (co) rather than
and herbs.                                          wine as entheogen. In Greek means
This moment (1979) is still the most important      Ambrosios immortal.
discovery they did on that particular moment.       There was also attributed to medical power.
The Moment of Truth of Ambrosia.
Their research of the brand name was of course a
part of the whole concept. They found b.e. the
story of the drinks of the God.



                                                                                                3
The love for Ambrosia untill 2005

                          In the early 80’s we discover that
                         Ambrosia was focused on honey users.
                          The end user was not automatically
                         connected with this brand or products.
                          The consumer didn't know the values of
                         Ambrosia
                          Why they loved Ambrosia so much? In
                         that time period (80-99)
                         Consumers like the taste, more ore less
                         sweet and different taste pallets
                          The critical consumer understood that
                         the natural ingredient of Ambrosia are
                         important for preventive - and healthy
                         reasons
What’s happened after 2005?
 The owners on that moment of the company Propol don’t act
as brand owners with the necessarily upgrading of the brand
 The brand Ambrosia wasn’t develop in the direction of new
users
 That resulted in a declining demand and the wine was aged in
a customer profile stabbing
 The need to change the whole market approach was born
after the selling of the company Propol to a new owner (2009)
 2011 was the year that we started to investigate the
opportunities to continuing and built the basics for a new
success story for Ambrosia
 Nowadays we are develop a total new global brand Ambrosia
approach for a total new and inspiring consumer target groups
included a new distribution channel philosophy
This new approach must realize a continuing success story
about Ambrosia till 2030




                                                                 5
Present
    Why does Ambrosia change?
    Past                                          Future
•    Ambrosia drinkers are dying out          •   Growing demand for new wine
      – Buyer profile often elderly/retired       concepts (distribution and target
                                                  group wines)
•    Too little visibility in stores
                                              •   Distribution channels are searching
•    Distribution penetration of Honey            for new wine concepts
     and Herb Wines is limited
                                              •   Aromatised wine in the
•    Buyer profile gives cause for                Netherlands worthy of more
     concern (rapidly ageing)                     customer affinity
•    Too little growth potential if policy    •   Ambrosia reinventing itself as a
     unchanged: no new drinkers                   brand
      – Unattractive packaging,               •   Making/positioning the Ambrosia
      – Too little added value,                   brand and proposition stronger and
        price/product/performance                 more appealing to distributor and
        insufficiently clear,                     end user
      – Too little transparency,
      – Too modest position on shelf
Present                   VS           Future

•    Old logo                          •    Restyled logo
•    Old bottle                        •    New bottle
•    None marketing                    •    Uses marketing
•    Focus group: none                 •    Focus group: 35+ woman
•    Doesn’t interact with the focus   •    Interacts with the focus group
     group

Values:                                Values:
• Traditional                          • Slightly modern
• Focused on tradition                 • Focused on the costumer
• Non-commercial
Future                                                       “Working on inner beauty”

What is Ambrosia?                                            (Relevance)

o Ambrosia provides a balanced body including the use of lifestyle
o By an energy-rich body that provides a multitude of positive effects for environment.
o Ambrosia provides faithful loyal, but recognizable and approachable copper group.
o Ambrosia provides all suppliers of ingredients and its distribution partners thus an
essential role in its business model in appealing returns.
o But mainly product for all links between a category that represented a unique proposition
and thereby realize the full support and confidence of its merits partners.
The effects of Ambrosia:                      The feelings of Ambrosia:
Reassuring, comforting, healing,              • Feel good
reactivate, proactive, revitalizes, renewed   • Feel yourself more comfortable
energy amid the stresses of everyday life
and makes the necessary personal balance.     • More resistant to the daily pressure
                                                 and stress
                                              • Ambrosia wine drinkers are happy
                                                  and stable people.
What are the benefits of Ambrosia

   The loyalty to Ambrosia, the added          A brand that surprised if it were a
    value in the development of Inside           lovely bunch of flowers
    Out Lifestyle & Tasty Care concept          But her guide may be around food &
   Ambrosia wants to take the role of a         drink, beauty tips and nutrition
    faithful and loyal brand who involves        information, but also tasteful
    himself in the changing role of              suggestions about healthy eating
    mother to boyfriend / girlfriend for         and alcohol use awareness, a kind of
    her children and partner                     conscience, an oracle, a loyal
   The physical changes of aging with           companion
    the acceptance there in required but        The eating and drinking tips for
    also the challenges that arise at this       cooking, wine tips, health tips,
    stage                                        menus, books and magazines, tips
                                                 shops, restaurants, recipes
What Ambrosia can do for you…
Woman                                   Ambrosia

   Food and cooking                     Ambrosia thinks along
   Suggestions from other customers     Ambrosia helps woman
   Actions and extras                   Meets her expectations and, most
   Possibility of parts by means the     of all, responds alertly to her
    community                             demands and desires
Who are the customer of Ambrosia?

   A modern well-educated woman,              What transparency, honesty and
    who works with children at puberty,         consciously choose a biological basis
    from 35 years to 50 years who from          (herbs, honey) and a fully ripe fruit
    her conscious choice for a stable and       developed by sun
    healthy family life to make a choice
                                               A loyal brand and understanding
    of food and beverages that its not
                                                who involves himself, feels, in its
    just taste experiences / food safety
                                                entire presentation differs from the
    features.
                                                popular brands
   She searches to brands that have a
    little more to offer.
The DNA of Ambrosia
 Focus on inner beauty
 Woman 35+
 The benefits of wine,
  honey and herbs in 1
 Participate in women's
  life and understand the
  stress pillars for Her
 Promote preventive
  Health care
 Empathy
 Modern
 Sensitive
 Understanding
 Stylish
 Elegant
Why these building blocks?
Focus on inner beauty                                   Understanding
We of Ambrosia focus on inner beauty in better and      Ambrosia understands woman and the situation
worst times. The ingredient helps a preventive          were they are in.
healthcare
                                                        Cosmetically
Woman 35+                                               Ambrosia works on your inner beauty.
Woman +/- 35 have a difficult decision in their live.
Ambrosia helps with that decision.
                                                        Promote preventive healthcare
                                                        The herbs in Ambrosia helps preventive
The benefits of wine, honey and herbs in 1              healthcare.
Ambrosia exist of wine, honey and herbs. These
ingredients helps Ambrosia get the sweet taste.
Brand Loyalty

 Ambrosia is a pleasant and         Provides sufficient yield but
  surprising taste experience         especially one that's current and
 Provides a balanced mind and body   future Ambrosia portfolio for all
 The honey/herb mixture gives        intermediaries represented a
  preventive healing effects          unique proposition.
 Provides loyal and identifiable    Deserve the full support and
  group of buyers and realizes all    confidence of its partners.
  suppliers of ingredients and its
  distribution partners a
  vital role in its business model
The Brand promise of Ambrosia

We understand it isn’t always easy. It’s    We focus on ‘Her’. Its why generations
why our marketing team of Ambrosia          of woman buy Ambrosia regularly.
have been delivering a cosmetic and
attractive wine brand that suits in their   For Her is important to feel more Self
diverse lifestyles, but always helps our    Confident and accepted about Her
customer to relax and working on her        “Inner beauty”.
inner beauty.
Mission & Vision of Ambrosia

Mission                                    Vision
 ProPol, the brand owner of                Ambrosia is a supportive and
   Ambrosia, is located within the food        soothing brand beacon for those
   and beverages category in Europe            who feel empty, restless, insecure,
 Specialising in the production and           feel detached.
   marketing of wine
 A distinctive brand positioning in the
   various categories and sufficient add
   value for distribution partners
The wine

An unique brand proposition.
A Sicilian / Mediterranean wine concept with:
 Quality enriched with honey and organic herbs
 The wine has been developed which functional
   (preventive and healing properties) value-added part of the product concept.
 Through the various embellishments creates a palette of soft and sweet
flavors and gives a (re) new taste experience.
The herb values of Ambrosia White

• Coriander = Diuretic; For insomnia;
  Against cramps
• Clove = Favorable effect on colds
• Hyssop = Regulating blood pressure;
  Cough; against stomach cramps and
  indigestion
• Thyme = Normalizing menstruation;
  Stimulates the circulatory; Digestive
  pro
• Liquorice = Good
  effect on cortisol




                                          18
The herb values of Ambrosia Red

• Zilverschoon = Digestive
• Rosemary = Digestive regulatory; Well
  against fatigues
• Hawthorn = For good blood
  circulation
• Passion = Calming; For insomnia




                                          19
The added value of Ambrosia Ginger

• Ginger = good for proper digestion • Linde Honey = support or
  and burning calories                 strengthen the effect of
                                       many herbs




                                                       20
The added value of Ambrosia Mead


• Mead is the oldest known          • Linde Honey = support or
  beverages.                          strengthen the effect of
• In mythology, Greek mead            many herbs
  (ambrosia) the nectar and in
  Egyptian pyramids with
  amphorae has been partly found.
• Our mead is made by fermenting
  honey and a mixture of juices.
• A drink with a unique character
  and specific taste.




                                                     21
The added value of Ambrosia Cranberry


• Cranberry = a positive influence • Linde Honey = support or
  on the prevention of ulcers, Plaque strengthen the effect of
  and cancer                          many herbs




                                                      22
The added value of Ambrosia Elderberries


• Elderberries= anti-viral   • Linde Honey = support or
  properties                   strengthen the effect of
                               many herbs




                                              23
What is in it for her?

Pleasure    +           Herbs             =      Beauty and satisfaction




            Working on inner beauty
                The feeling:
                • Relaxing      •   Ensure
                • Keep the      •   Worry free
                   quality      •   Happy



                                                        24
Contact

•   Jeroen Nankman                    •   Henk Terol
•   CEO/Owner                         •   Marketing & Sales Director
•   ProPol Produkten BV               •   ProPol Produkten BV


•   Mobile: + 31 (0) 65 33 62162      •   Mobile: +31 (0) 65 49 777 03
•   Telephone: +31(0) 229 29 58 48    •   Telephone: +31(0) 229 29 58 48
•   Fax: +31 (0) 229 24 27 94         •   Fax: +31 (0) 229 24 27 94
•   Email: jeroen.nankman@propol.nl   •   Email: henk.terol@propol.nl
                                      •   Skype: henk.terol21


      www.ambrosia.nl
Story behind the brand v4.0

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Story behind the brand v4.0

  • 1. The Story behind the brand
  • 2. Content Past Identity of Ambrosia The Heritage of Ambrosia Honey & Herbs wine The love for Ambrosia untill 2005 What’s happened after 2005? Present Why does Ambrosia change? Current situation vs. future situation Future What is Ambrosia?(Relevance) What are the benefits of Ambrosia What Ambrosia can do for you… The meaning of Ambrosia The building blocks of Ambrosia Why these building blocks? Brand Loyalty The brand promise of Ambrosia Mission & Vision of Ambrosia The wine What is in it for her? 2
  • 3. Past The Heritage of Ambrosia Honey & Herbs wine Particular the Dutch story About more then 30 years ago two Dutch entrepreneurs worked with honey, Propolis and other products from bee’s. Their research and knowledge about all necessarily basics for a healthy honey herbs wine product was started years before 1979. In the The significance of Ambrosia: beginning of the 70’s they started their Ragweed or Ambrosia is the food of the gods experiences with honey with wine. After a few in ancient mythology, in addition to nectar. years they discovered the opportunities with The power to give immortality is derived from herbs too. Following the trends of olive oil and the upcoming use of herbs in families makes it the healing and purifying effect of honey. very interesting to develop also wines with honey In addition, fermented honey (co) rather than and herbs. wine as entheogen. In Greek means This moment (1979) is still the most important Ambrosios immortal. discovery they did on that particular moment. There was also attributed to medical power. The Moment of Truth of Ambrosia. Their research of the brand name was of course a part of the whole concept. They found b.e. the story of the drinks of the God. 3
  • 4. The love for Ambrosia untill 2005  In the early 80’s we discover that Ambrosia was focused on honey users.  The end user was not automatically connected with this brand or products.  The consumer didn't know the values of Ambrosia  Why they loved Ambrosia so much? In that time period (80-99) Consumers like the taste, more ore less sweet and different taste pallets  The critical consumer understood that the natural ingredient of Ambrosia are important for preventive - and healthy reasons
  • 5. What’s happened after 2005?  The owners on that moment of the company Propol don’t act as brand owners with the necessarily upgrading of the brand  The brand Ambrosia wasn’t develop in the direction of new users  That resulted in a declining demand and the wine was aged in a customer profile stabbing  The need to change the whole market approach was born after the selling of the company Propol to a new owner (2009)  2011 was the year that we started to investigate the opportunities to continuing and built the basics for a new success story for Ambrosia  Nowadays we are develop a total new global brand Ambrosia approach for a total new and inspiring consumer target groups included a new distribution channel philosophy This new approach must realize a continuing success story about Ambrosia till 2030 5
  • 6. Present Why does Ambrosia change? Past Future • Ambrosia drinkers are dying out • Growing demand for new wine – Buyer profile often elderly/retired concepts (distribution and target group wines) • Too little visibility in stores • Distribution channels are searching • Distribution penetration of Honey for new wine concepts and Herb Wines is limited • Aromatised wine in the • Buyer profile gives cause for Netherlands worthy of more concern (rapidly ageing) customer affinity • Too little growth potential if policy • Ambrosia reinventing itself as a unchanged: no new drinkers brand – Unattractive packaging, • Making/positioning the Ambrosia – Too little added value, brand and proposition stronger and price/product/performance more appealing to distributor and insufficiently clear, end user – Too little transparency, – Too modest position on shelf
  • 7. Present VS Future • Old logo • Restyled logo • Old bottle • New bottle • None marketing • Uses marketing • Focus group: none • Focus group: 35+ woman • Doesn’t interact with the focus • Interacts with the focus group group Values: Values: • Traditional • Slightly modern • Focused on tradition • Focused on the costumer • Non-commercial
  • 8. Future “Working on inner beauty” What is Ambrosia? (Relevance) o Ambrosia provides a balanced body including the use of lifestyle o By an energy-rich body that provides a multitude of positive effects for environment. o Ambrosia provides faithful loyal, but recognizable and approachable copper group. o Ambrosia provides all suppliers of ingredients and its distribution partners thus an essential role in its business model in appealing returns. o But mainly product for all links between a category that represented a unique proposition and thereby realize the full support and confidence of its merits partners. The effects of Ambrosia: The feelings of Ambrosia: Reassuring, comforting, healing, • Feel good reactivate, proactive, revitalizes, renewed • Feel yourself more comfortable energy amid the stresses of everyday life and makes the necessary personal balance. • More resistant to the daily pressure and stress • Ambrosia wine drinkers are happy and stable people.
  • 9. What are the benefits of Ambrosia  The loyalty to Ambrosia, the added  A brand that surprised if it were a value in the development of Inside lovely bunch of flowers Out Lifestyle & Tasty Care concept  But her guide may be around food &  Ambrosia wants to take the role of a drink, beauty tips and nutrition faithful and loyal brand who involves information, but also tasteful himself in the changing role of suggestions about healthy eating mother to boyfriend / girlfriend for and alcohol use awareness, a kind of her children and partner conscience, an oracle, a loyal  The physical changes of aging with companion the acceptance there in required but  The eating and drinking tips for also the challenges that arise at this cooking, wine tips, health tips, stage menus, books and magazines, tips shops, restaurants, recipes
  • 10. What Ambrosia can do for you… Woman Ambrosia  Food and cooking  Ambrosia thinks along  Suggestions from other customers  Ambrosia helps woman  Actions and extras  Meets her expectations and, most  Possibility of parts by means the of all, responds alertly to her community demands and desires
  • 11. Who are the customer of Ambrosia?  A modern well-educated woman,  What transparency, honesty and who works with children at puberty, consciously choose a biological basis from 35 years to 50 years who from (herbs, honey) and a fully ripe fruit her conscious choice for a stable and developed by sun healthy family life to make a choice  A loyal brand and understanding of food and beverages that its not who involves himself, feels, in its just taste experiences / food safety entire presentation differs from the features. popular brands  She searches to brands that have a little more to offer.
  • 12. The DNA of Ambrosia  Focus on inner beauty  Woman 35+  The benefits of wine, honey and herbs in 1  Participate in women's life and understand the stress pillars for Her  Promote preventive Health care  Empathy  Modern  Sensitive  Understanding  Stylish  Elegant
  • 13. Why these building blocks? Focus on inner beauty Understanding We of Ambrosia focus on inner beauty in better and Ambrosia understands woman and the situation worst times. The ingredient helps a preventive were they are in. healthcare Cosmetically Woman 35+ Ambrosia works on your inner beauty. Woman +/- 35 have a difficult decision in their live. Ambrosia helps with that decision. Promote preventive healthcare The herbs in Ambrosia helps preventive The benefits of wine, honey and herbs in 1 healthcare. Ambrosia exist of wine, honey and herbs. These ingredients helps Ambrosia get the sweet taste.
  • 14. Brand Loyalty  Ambrosia is a pleasant and  Provides sufficient yield but surprising taste experience especially one that's current and  Provides a balanced mind and body future Ambrosia portfolio for all  The honey/herb mixture gives intermediaries represented a preventive healing effects unique proposition.  Provides loyal and identifiable  Deserve the full support and group of buyers and realizes all confidence of its partners. suppliers of ingredients and its distribution partners a vital role in its business model
  • 15. The Brand promise of Ambrosia We understand it isn’t always easy. It’s We focus on ‘Her’. Its why generations why our marketing team of Ambrosia of woman buy Ambrosia regularly. have been delivering a cosmetic and attractive wine brand that suits in their For Her is important to feel more Self diverse lifestyles, but always helps our Confident and accepted about Her customer to relax and working on her “Inner beauty”. inner beauty.
  • 16. Mission & Vision of Ambrosia Mission Vision  ProPol, the brand owner of  Ambrosia is a supportive and Ambrosia, is located within the food soothing brand beacon for those and beverages category in Europe who feel empty, restless, insecure,  Specialising in the production and feel detached. marketing of wine  A distinctive brand positioning in the various categories and sufficient add value for distribution partners
  • 17. The wine An unique brand proposition. A Sicilian / Mediterranean wine concept with:  Quality enriched with honey and organic herbs  The wine has been developed which functional (preventive and healing properties) value-added part of the product concept.  Through the various embellishments creates a palette of soft and sweet flavors and gives a (re) new taste experience.
  • 18. The herb values of Ambrosia White • Coriander = Diuretic; For insomnia; Against cramps • Clove = Favorable effect on colds • Hyssop = Regulating blood pressure; Cough; against stomach cramps and indigestion • Thyme = Normalizing menstruation; Stimulates the circulatory; Digestive pro • Liquorice = Good effect on cortisol 18
  • 19. The herb values of Ambrosia Red • Zilverschoon = Digestive • Rosemary = Digestive regulatory; Well against fatigues • Hawthorn = For good blood circulation • Passion = Calming; For insomnia 19
  • 20. The added value of Ambrosia Ginger • Ginger = good for proper digestion • Linde Honey = support or and burning calories strengthen the effect of many herbs 20
  • 21. The added value of Ambrosia Mead • Mead is the oldest known • Linde Honey = support or beverages. strengthen the effect of • In mythology, Greek mead many herbs (ambrosia) the nectar and in Egyptian pyramids with amphorae has been partly found. • Our mead is made by fermenting honey and a mixture of juices. • A drink with a unique character and specific taste. 21
  • 22. The added value of Ambrosia Cranberry • Cranberry = a positive influence • Linde Honey = support or on the prevention of ulcers, Plaque strengthen the effect of and cancer many herbs 22
  • 23. The added value of Ambrosia Elderberries • Elderberries= anti-viral • Linde Honey = support or properties strengthen the effect of many herbs 23
  • 24. What is in it for her? Pleasure + Herbs = Beauty and satisfaction Working on inner beauty The feeling: • Relaxing • Ensure • Keep the • Worry free quality • Happy 24
  • 25. Contact • Jeroen Nankman • Henk Terol • CEO/Owner • Marketing & Sales Director • ProPol Produkten BV • ProPol Produkten BV • Mobile: + 31 (0) 65 33 62162 • Mobile: +31 (0) 65 49 777 03 • Telephone: +31(0) 229 29 58 48 • Telephone: +31(0) 229 29 58 48 • Fax: +31 (0) 229 24 27 94 • Fax: +31 (0) 229 24 27 94 • Email: jeroen.nankman@propol.nl • Email: henk.terol@propol.nl • Skype: henk.terol21 www.ambrosia.nl