Marketing - Bionade Case
MARKET SITUATION AND SEGMENTATION
In the 1980s, the mature German beer market experienced declining sales due to the emergence of trendy, lifestyle-softdrinks and alcoholic mixed drinks. Especially the small breweries were suffering from this development, such as the Bavarian Peter Brauerei. Thus the company had to come up with a new idea in order to keep the business running. In 1985, the master brewer Dieter Leipold (see attachment A2) started research on an organically brewed non-alcoholic drink, which he accomplished ten years later. With this innovative product, the company extended its product range and entered the beverage market, without having to invest in new production facilities. On the beverage market it had to compete with the established lemonades. While this is true it developed an own niche, the one of the organic lemonades, enabling the company to appeal to the health-conscious consumers and accordingly also sell through the organic food stores. As a result the......
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Approximate Word Count: 2583
Approximate Pages: 11 (250 words per double-spaced page)
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Marketing - Bionade Case
Marketing - BIONADE CASE. MARKET SITUATION AND SEGMENTATION In the 1980s,
the mature German beer market experienced declining sales ...
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