1. Puplic Relation Bionade
Isabel Igl
MPE

2. Public Relation - Bionade
Content:
What is Bionade?
The Company and its structure
Manufacturing process
The success
Projects
Awards
Communication campaign
Advertisement strategy
The fight against the competitors
Public Relation - Bionade

3. Public Relation - Bionade
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
The Look:
The typical stroke
The used colours
The logo on every bottle
Looks similar to a bottle of beer
 Popular for drivers
Public Relation - Bionade

4. Public Relation - Bionade
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.
BIONADE Corporation - privately owned German company SAGEN: producing the brand BIONADE.
Based in Ostheim, Germany SAGEN: The company is an offshoot of the local Private Brewery, PRIVATBRAUEREI PETER
The company was established in 1995 SAGEN: on the occasion of the invention of BIONADE. At this time the brewery was almost insolvency.
The master brewer Dieter Leipold is the inventor and patent owner of BIONADE.
BIONADE has developed into a company 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.
Public Relation - Bionade

5. Structure of the company
PRIVATBRAUEREI PETER KG
Established: 1827
Employees 64
Part time: 5
BIONADE International GmbH
Established: 1995
Employees: 9
BIONADE GmbH
Established: 2002
Employees: 65
Part time: 33
BIONADE Abfüll GmbH
Established: 2007
Employees: 17
Public Relation - Bionade

6. Manufacturing process
fermentation of water and malt
Without preservative and auxiliary materials
The innovation. purely organic process – through the fermentation of natural raw materials.
According to official classification, a soft drink is a so-called mixed drink. BIONADE, by contrast is a fermented drink. Under purely natural conditions, alcohol is usually generated during the process of fermentation when sugar is present.
High Tech according to the model of the bees.
the key to the procedure: The honey production of the bee - the only exception in the nature with which sugar ferments to gluconic acid The Production process.
BIONADE is produced from natural raw materials according to brewing principles. At the core of the process is the fermentation of water and malt: a biological conversion and ripening process (fermentation). In the case of BIONADE, instead of alcohol being generated, weak and organic gluconic acid is produced. Gluconic acid reacts with minerals in the water. In this way, mineral gluconates, such as calcium- and magnesium gluconate are produced. After fermentation, the drink is stored, filtered, and carbonated.
Fruit and herbal essences give BIONADE its characteristic tart and fruity accent.
Public Relation - Bionade

7. Public Relation - Bionade
The success
1985: The innovation and development of the product
1996: introduction on the market
BUT:
no sales force, no money
for advertisment and PR
Am Anfang des ökologischen Massengetränks Bionade stand die konsequente Nutzenorientierung: Mit dem Wissen und Können der Brauerei sollte eine Art Malzbier der nächsten Generation entstehen
Die Art und Weise, wie wir heute mit dem Unternehmen umgehen, dafür gibt es Management-Schlagworte wie CSR
Mit Getränkehändler Göttsche, der die Hamburger Szenekneipen beliefert, wurden Medienleute und Meinungsmacher auf den Geschmack gebracht.
Das Konzept der Bionade-Erfinder, das auf Qualität, Geschmack und Familie setzt, geht auf.
„Aber wir dürfen dabei nicht nur ans Geld denken. Bionade ist ein globales Produkt mit regionalen Schwerpunkten.“
Kein großes werbeetat…mund zu mund propaganda
Public Relation - Bionade

8. Public Relation - Bionade
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
2000:no kommerziele advertisement
Marketing on the wave of media publicity and oral propaganda
According to the law: Let the product work for himself and lets the others talk about that.
At this time Bionade had sponsored where it was possible: Student parties, VIP's lounges, gulf events, Museum events and simply everything where free drinks were required.
2005: Day press, professional press and public press from A to Z, from locally to internationally reported about Bionade
Public Relation - Bionade

9. Public Relation - Bionade
The factors of success:
The product
The story
The idea
Today: Marketing strategy:
Corporate Social Responsibility (CSR)
Marketing strategy: Corporate Social Responsibility (CSR) SAGEN: circumscribes the voluntary contribution of the economy to a lasting development. Therefor, the company acts responsible about ecologically relevant aspects, up to the relations with employees and other stakeholders. For example: Engagement for the society, Engagement for the environment
Public Relation - Bionade

10. Public Relation - Bionade
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
Organic farming in the Rhön region
was first brought to life by BIONADE in the autumn of 2005
Responding to an ever-increasing demand, this project assures a permanent supply of locally grown organic raw materials for BIONADE above all from the structurally weak Rhön region. The origin of the raw materials can be traced and their quality guaranteed
The BIONADE Corporation guarantees participating farmers willing to convert their operations into organic farms up to a 100% purchase of the organic barley and elderberry harvests.
A Partner of the Drinking Water Forest Association (Trinkwasserwald e.V.)
BIONADE Corporation has therefore entered into a partnership with the Trinkwasserwald e.V. (Drinking Water Forest Association) and will be in active cooperation with additional regional partners in order to create new drinking water forests, thereby sustainably generating additional ground- and drinking water. This action compensates for the total amount of drinking water used in the BIONADE product each year!
Sponsor of the German School Sports Foundation.
The German School Sports Foundation promotes the extracurricular school sports and the Nationwide School Competition JUGEND TRAINIERT FÜR OLYMPIA (Youth Trains for the Olympics).
Congratulations on 100 years of youth hostels
All over Germany, the 100th birthday of youth will be celebrated. Across the country, 548 youth hostels offer an attractive and entertaining range of accommodation and activities.
The anniversary year will be centring on activities with nationwide appeal. The main themes will be sport/health, the environment/nature and culture/education, which are now representative of the profile of youth hostels.
Partner of the UNESCO biosphere reserve Rhön
In March 1991 UNESCO recognized the Rhön region as a biosphere reserve, in order to ensure the protection, care and development of this exceptional highland landscape. One of the most important tasks of the Rhön Biosphere is to foster a strong partnership between ecological preservation and agriculture and to demonstrate a path for preservation of a cultivated landscape under today‘s conditions. The BIONADE GmbH with its bio agriculture project Rhön makes a valuable contribution.
In the meantime the UNESCO-Biosphere Reserve Rhön is nationally and internationally held up as a model of development.
Public Relation - Bionade

11. Public Relation - Bionade
Awards – for the drink
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 beverage BEVNET Beverages News & Reviews, USA
Runner of the year BioFach, Nürnberg
Winner of the SIAL d'OR 2006 | Best AFG International Salon International de l'Alimentation, Paris
Public Relation - Bionade

12. Awards – for the company
Peter Kowalsky - Horizont Award 2007 Entrepreneur of the year
BIONADE Design Management - DME Award nd Place in the category Newcomer
Wolfgang Blum - CMO Award 2007 Chief Marketing Officer of the year
BIONADE - CREO 2007 Honouring in the category Creative Product
Peter Kowalsky - WWF-Capital Award 2007 Eco Manager in the category Beverage
BIONADE - MuM Award 2007 SME-Manager of the year
BIONADE Bio-Landbau Rhön - Umweltpreis Stiftung Arbeit und Umwelt st Place ”Junge Unternehmen fördern Nachhaltigkeit”
Public Relation - Bionade

13. Awards – for the communication
BIONADE Corporate film - Klappe 2009 Silver in the category corporate film
Bronze in the category internet
BIONADE Quince Videos - Spotlight Filmfestival 2009 Selection committee: Gold in the category web & mobile
Audience jury: Silver in the category TV & cinema
BIONADE corporate film - ADC Award 2009 Silver 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 2009 Gold for the best media strategy
Postercampaign "Messages“ - Lead Award 2009 Gold for the best advertisement text
Public Relation - Bionade

14. Communication Campaigns
Started in 2008
consists of original posters, advertisements and a cinema advert
Public Relation - Bionade

15. Advertisement strategy
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 emptiness
Near schools and universities
Good in biology. Bad in Chemistry
Good tasting
Near IKEA
To the world natural heritage
In Dresden
Public Relation - Bionade

16. The fight against the competitors
Interception
Old
New
Bios (Nordmann-Gruppe)
Advertisement poster on a mess
???
Maltonade (Frankfurter Brewhouse)
Design
Sinconada (Sinalco)
Desing and name
Sinconade
Sinconada
Besides, the sqabbler image does not want to fit to the brand Bionade. The company is social emphatically and ecologically friendly. And still: If it is about competitor, these principles are not valid.
Bios: (At the moment) the biggest enemy of the Bionade is the Nordmann group with the drink bios. Last both companys saw themselves in court because Nordmann accused Bionade of having made false statements about the calcium and magnesium salary. Before that, there was a quarrel around the sugar salary of bios.Indeed, the North German permitted to themselves a tit-for-tat response against Kowalsky: Bionade may advertise after the European Health claim order not with high calcium and magnesium salary on the bottle if not certain minima are included, the reproach was. Nordmann moved before the district court of Dusseldorf and obtained a temporary possession against Bionade.
Maltonade: With the drink Maltonade the quarrel ran similarly. The Bionade boss Kowalsky had something against the bottle design of the lemonade which expels the Frankfurt brewery about the Discounter plus. Under pressure from plus the brewery changed the design.
Now plus has in the programme: Maltonade:In to the tasty kinds: Herbs, Mango-Chilli, Holunder-Cranberry, orange kiwi
Sinconada: Other companys like Sinalco don't want to get involved in quarrelling in court. Sinalco accommodate fast, as Bionade obtained a temporary possession by the drink Sinconade. Since then the drink is called Sinconada and has another design.
The biggest achievement of our competitors is that they have copied us before the Chinese can do it!
Advertisement in some business magazines.
Public Relation - Bionade

17. Advertisement against the competitors
I would like to reincarnate as a Bionade, said the Indian coke
A Cola will give her children a Bionade to drink !
From leading US-drink manufacturers not recommended
We stand on the left beside the weird sherbet which the others always catch
Public Relation - Bionade

18. Thank you for your attention!!!
Do you have any questions???
Public Relation - Bionade