Product details

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Abstract

This is the second of a two-case series. 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 the attention of some of the 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 a small business can be marketed successfully with low-budget marketing techniques. It also provides scope to discuss the challenges for a small family firm while expanding into international markets.
Location:
Other setting(s):
August 2007

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Abstract

This is the second of a two-case series. 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 the attention of some of the 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 a small business can be marketed successfully with low-budget marketing techniques. It also provides scope to discuss the challenges for a small family firm while expanding into international markets.

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Location:
Other setting(s):
August 2007

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