Growth Strategies Case Study

Bionade Soda (B): The Organic Growth Conundrum

OR

Abstract:
Bionade Soda - a highly innovative organic drink in Germany - was refused by distributors to stock, as it was an unknown product. Fortunately, the product caught attention of some media and advertising professionals, who frequented a small bar in Munich, Germany, where the bar-owner - fascinated by the product - added the drink to his menu. With the help of low-budget marketing techniques and below-the-line promotions Bionade Soda made a place for itself in the market. Having faced tough times in the initial years, the sales of Bionade Soda skyrocketed by 2007 and within a short span of time, its owners turned into millionaires. Following the incredible success in the German market, the makers of Bionade Soda aspired for international expansion. The case study highlights how a new product offering developed by small business can be marketed successfully with low-budget marketing techniques. It also provides a scope to discuss the challenges for a small family firm while expanding into international markets.

Pedagogical Objectives:

• To understand use of low-budget marketing techniques to market new-product offering
• To understand the concepts of viral marketing and below-the-line promotions
• To analyse the international expansion plans of a small family firm.

Keywords : Bionade Soda; BIONADE International GmbH; Germany; Non-alcoholic beverage; Health drinks; Organic drinks; Family-owned Company; New product offering; Innovation; Low-cost marketing techniques; Growth Strategies Case Study; Viral marketing; Below-the-line promotions; Word-of-mouth; International expansion

Contents : 
Bionade Soda’s Marketing Strategies: Getting Right
Bionade Soda: International Expansion Plans
Overview of Global Non-alcoholic Beverage Market
Major players of Global Non-alcoholic Beverage Industry