BIONADE AS A WORLD WIDE BRAND Instructor Institution Date Environmental Analysis of Bionade Market Trends Being a non alcoholic drink, there are no artificial additives an indication that the commodity is meant for consumption by all consumers in the market…
To attract more consumers, they offer beverages with various flavors. As a botanical brew most of its products were herbs and plant roots especially the ginger roots. It is different from other drinks in the sense that apart from being a soft drink, it follows a different procedure during the manufacturing process which enables it to be fermented and produced naturally (Yang 2011, p. 12). The fact that it is an original drink just like coca cola makes the drink to attract many consumers as it undergoes organic fermentation. Viral marketing and communication strategies adopted sponsor several events that enable the drink to be successful in the market. Customers: Segmentation The drink can be one that has segmented its consumers specifically to those who are non alcoholic. It has been branded by many consumers as a hip lifestyle drink which is healthy for consumption. Every customer in the market is always in need of refreshment that will quench their thirst. This may not be an easy process as most of the drinks in the market are known to be artificial as opposed to Bionade which is a natural drink (Kotler et al., 2008, p. 21). This specifies its interest to people with specific health requirements and is not ready to consume artificial products. Business to Business In order to keep up with the high competition in the markets, there was need for the Bionade Company that was establishing them in USA to come up with a unique approach to business and their consumers. Making a natural drink made them have an advantage over other businesses which focused mostly on the artificial drinks. As a refreshment drink, it would be recommended by most consumers. The new packaging and branding of the commodity attracted the consumers in the market making the product to be on a high demand. The restaurant structure was one that attracted the consumers towards the place as opposed to other places which did not have a unique appearance. Despite the fact that they were not able to advertise their product on media, they were able to give it a unique branding which attracted most consumers. Business to Customers The manufacture of the product through a natural process of fermentation made most of the consumers to be attracted to the commodity. This was further enhanced by a red logo that made the drink be easily recognized by the consumers in the market (Marieke & De 2010, p. 67). The restaurant that was to be created in USA was one that was surrounded by a cultivated green herb garden and the intention here was to also educate the consumers on the ingredients of the herbs found in the refreshment. Providing enlightenment for the consumers is an idea that would be accepted by most consumers and this would in turn attract them towards the commodity. To attract more consumers in America, Bionade was also contemplating on adding more flavors in order to provide the consumers with a variety. Current Position within the USA Market In the beginning, the residents of America had a difficult with accepting the new beverage as they associated the word fermentation with alcohol and it was challenging to convince them that Bionade was refreshment (Steven 1994, p. 34). The ability to maintain strong links with various institutions enabled them to easily stabilize in America especially by paying more attention to educational institutions where coca cola and Pepsi had firmly established themselves. This was done in specific states namely San Francisco and Los Angeles which would serve as a basis to ...
Cite this document
(“Bionade as a World Wide Brand Assignment Example | Topics and Well Written Essays - 1500 words”, n.d.)
Retrieved from https://studentshare.net/marketing/59099-bionade-goes-west
(Bionade As a World Wide Brand Assignment Example | Topics and Well Written Essays - 1500 Words)
“Bionade As a World Wide Brand Assignment Example | Topics and Well Written Essays - 1500 Words”, n.d. https://studentshare.net/marketing/59099-bionade-goes-west.
This essay analyzes that the company in consideration is the Coca Cola Company which came about in 1886 as a powerful corporation and since then, has undergone a series of progressions which have uplifted it to being ranked as the seventieth largest company operating in the United States of America, according to Forbes 500.
The most challenging part of this branding progression is to fulfill the promises, which are made with customers through advertisement and marketing. However, the technique of under-promising is an ideal one in these circumstances, which focuses on delivering more value in terms of price, quality and ease of use, than the customer expects.
It deals with defining the brand, strategies to position the brand in the market and delivering the brand. Brand management can be defined as the art of creating and maintaining the brand. A brand image differentiates the brand from its competitors. It also provides a reflection of the business.
Besides coffee being the most profitable product for the two, there are many other aspects as well that contribute to their success. Compared to DD, Starbucks is more successful because it provides the customers with a comfortable environment along with a variety of drinks; they also display their goods properly and provide their customers with the best customer service.
In this case, BIG is an example of an organisation that serves s a case study for analyzing the extent to which business strategy can help in the realisation of performance target. Some of the aspects likeable about the experience are the perfect reward systems that Air Asia had introduced for customers.
In this regard, the business must always develop a good relationship with its public as a way of enhancing its brand in the market. Sony Corporation has greatly done much in enhancing its brand in the United