Puplic RelationBionade

Isabel IglMPE

09.12.2009

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Content:• What is Bionade?• The Company and its structure• Manufacturing process• The success• Projects• Awards• Communication campaign• Advertisement strategy• The fight against the competitors09.12.2009

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What is BIONADE?

• Non-alcoholic refreshment drink• For wellness and fitness• isotonically• produced by a purely organic process • Elderberry, Lyche, Herbs, Ginger-Orange and

Quince

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Looks similar to a bottle of beer Popular for drivers

The Look:•The typical stroke•The used colours•The logo on every bottle

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The company• BIONADE corporation - privately owned• Based in Ostheim, Germany • established in 1995• Inventor and patent owner: Dieter Leipold• operating on a national scale• Today, BIONADE is on its way to achieving an

international presence in the global market• On the 1st October 2009 the Radeberger

Group took over a portion from 51% in Bionade.

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Structure of the company

PRIVATBRAUEREI PETER KG

Established: 1827Employees 64Part time: 5

BIONADE International GmbH

Established: 1995Employees: 9

BIONADE GmbHEstablished: 2002

Employees: 65Part time: 33

BIONADE Abfüll GmbHEstablished: 2007

Employees: 17

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Manufacturing process

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•fermentation of water and malt•Without preservative and auxiliary materials

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The success

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• 1985: The innovation and development of the product

• 1996: introduction on the market

BUT: no sales force, no money for advertisment and PR

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• 2000: rising tendency on the market new design biologic products for everyone BIO as a lifestyle-trend with a healthy background

• 2005: Tipping-point – the product started booming

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• The factors of success:– The product– The story– The idea

• Today: Marketing strategy: Corporate Social Responsibility (CSR)

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Projects• Organic farming in the Rhön region• A Partner of the Drinking Water Forest

Association (Trinkwasserwald e.V.)• Sponsor of the German School Sports

Foundation• Congratulations on 100 years

of youth hostels• Partner of the UNESCO biosphere reserve

Rhön

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Awards – for the drink

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FIZZZ Highlights 2008 | 2nd Place Product group ”Wellness Drinks”

Great Taste Awards 2008 | Gold The Guide of Fine Food, UK

TOP Marke 2008 | Category carbonted beverage LZ and GfK

International DLG Quality Award 2008 | Gold German Agriculture Society (DLG)

Best of 2007 | Best carbonated beverageBEVNET Beverages News & Reviews, USA

Runner of the year 2007 BioFach, Nürnberg

Winner of the SIAL d'OR 2006 | Best AFG InternationalSalon International de l'Alimentation, Paris

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Awards – for the company

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Peter Kowalsky - Horizont Award 2007Entrepreneur of the year

BIONADE Design Management - DME Award 20072nd Place in the category Newcomer

Wolfgang Blum - CMO Award 2007Chief Marketing Officer of the year

BIONADE - CREO 2007Honouring in the category Creative Product

Peter Kowalsky - WWF-Capital Award 2007Eco Manager in the category Beverage

BIONADE - MuM Award 2007SME-Manager of the year

BIONADE Bio-Landbau Rhön - Umweltpreis Stiftung Arbeit und Umwelt 2007 - 1st Place ”Junge Unternehmen fördern Nachhaltigkeit”

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Awards – for the communication

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BIONADE Corporate film - Klappe 2009Silver in the category corporate film Bronze in the category internet

BIONADE Quince Videos - Spotlight Filmfestival 2009Selection committee: Gold in the category web & mobile Audience jury: Silver in the category TV & cinema

BIONADE corporate film - ADC Award 2009Silver in the category films for corporate presentation Bronze in the category media Decoration in the category special interest advertisement, poster, text, sales promotion and media

Postercampaign "Messages“ - PlakaDiva 2009Gold for the best media strategy

Postercampaign "Messages“ - Lead Award 2009Gold for the best advertisement text

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Communication Campaigns

• Started in 2008• consists of original posters, advertisements

and a cinema advert

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Advertisement strategy

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• spreading messages - straight across all target groups. The messages are

sometimes cheeky, subtle, and humorous. The important thing is their

placing - as these messages are always in a direct context with the location

of the motif

33 cl against interior emptinessNear schools and universities

To the world natural heritageIn Dresden

Good in biology. Bad in Chemistry

Good tastingNear IKEA

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The fight against the competitors

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Interception Old New

Bios (Nordmann-Gruppe)

Advertisement poster on a mess

???

Maltonade (Frankfurter Brewhouse)

Design

Sinconada (Sinalco)

Desing and name

Sinconade Sinconada

The biggest achievement of our competitors is that they have copied us before the Chinese can do it!Advertisement in some business magazines.

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Advertisement against the competitors

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A Cola will give her children a Bionade to drink !

We stand on the left beside the weird sherbet which the others always catch

From leading US-drink manufacturers not recommended

I would like to reincarnate as a Bionade, said the Indian coke

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Thank you for your attention!!!

09.12.2009