Transcript

The Story behind the brand

Content

Past Identity of Ambrosia The Heritage of Ambrosia Honey & Herbs wine The love for Ambrosia untill 2005 What’s happened after 2005?

Present Why does Ambrosia change? Current situation vs. future situation

Future What is Ambrosia?(Relevance) What are the benefits of Ambrosia What Ambrosia can do for you… The meaning of Ambrosia The building blocks of Ambrosia Why these building blocks? Brand Loyalty The brand promise of Ambrosia Mission & Vision of Ambrosia The wine What is in it for her?

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Past The Heritage of Ambrosia Honey & Herbs wine Particular the Dutch story

About more then 30 years ago two Dutch entrepreneurs worked with honey, Propolis and other products from bee’s.

Their research and knowledge about all necessarily basics for a healthy honey herbs wine product was started years before 1979. In the beginning of the 70’s they started their experiences with honey with wine. After a few years they discovered the opportunities with herbs too. Following the trends of olive oil and the upcoming use of herbs in families makes it very interesting to develop also wines with honey and herbs.

This moment (1979) is still the most important discovery they did on that particular moment.

The Moment of Truth of Ambrosia.

Their research of the brand name was of course a part of the whole concept. They found b.e. the story of the drinks of the God.

The significance of Ambrosia:

Ragweed or Ambrosia is the food of the gods in ancient mythology, in addition to nectar.

The power to give immortality is derived from the healing and purifying effect of honey.

In addition, fermented honey (co) rather than wine as entheogen. In Greek means Ambrosios immortal.

There was also attributed to medical power.

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The love for Ambrosia untill 2005

In the early 80’s we discover that Ambrosia was focused on honey users.

The end user was not automatically connected with this brand or products.

The consumer didn't know the values of Ambrosia

Why they loved Ambrosia so much? In that time period (80-99)

Consumers like the taste, more ore less sweet and different taste pallets

The critical consumer understood that the natural ingredient of Ambrosia are important for preventive - and healthy reasons

What’s happened after 2005?

The owners on that moment of the company Propol don’t act as brand owners with the necessarily upgrading of the brand

The brand Ambrosia wasn’t develop in the direction of new users

That resulted in a declining demand and the wine was aged in a customer profile stabbing

The need to change the whole market approach was born after the selling of the company Propol to a new owner (2009)

2011 was the year that we started to investigate the opportunities to continuing and built the basics for a new success story for Ambrosia

Nowadays we are develop a total new global brand Ambrosia approach for a total new and inspiring consumer target groups included a new distribution channel philosophy

This new approach must realize a continuing success story about Ambrosia till 2030

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Present Why does Ambrosia change? Past Future

• Ambrosia drinkers are dying out – Buyer profile often elderly/retired

• Too little visibility in stores • Distribution penetration of Honey

and Herb Wines is limited

• Buyer profile gives cause for concern (rapidly ageing)

• Too little growth potential if policy unchanged: no new drinkers – Unattractive packaging, – Too little added value,

price/product/performance insufficiently clear,

– Too little transparency, – Too modest position on shelf

• Growing demand for new wine concepts (distribution and target group wines)

• Distribution channels are searching for new wine concepts

• Aromatised wine in the Netherlands worthy of more customer affinity

• Ambrosia reinventing itself as a brand

• Making/positioning the Ambrosia brand and proposition stronger and more appealing to distributor and end user

Present VS Future

• Old logo

• Old bottle

• None marketing

• Focus group: none

• Doesn’t interact with the focus group

Values:

• Traditional

• Focused on tradition

• Non-commercial

• Restyled logo

• New bottle

• Uses marketing

• Focus group: 35+ woman

• Interacts with the focus group

Values:

• Slightly modern

• Focused on the costumer

Future What is Ambrosia? (Relevance)

The effects of Ambrosia: Reassuring, comforting, healing, reactivate, proactive, revitalizes, renewed energy amid the stresses of everyday life and makes the necessary personal balance.

The feelings of Ambrosia:

• Feel good

• Feel yourself more comfortable

• More resistant to the daily pressure and stress

• Ambrosia wine drinkers are happy

and stable people.

o Ambrosia provides a balanced body including the use of lifestyle

o By an energy-rich body that provides a multitude of positive effects for environment.

o Ambrosia provides faithful loyal, but recognizable and approachable copper group.

o Ambrosia provides all suppliers of ingredients and its distribution partners thus an essential role in its business model in appealing returns.

o But mainly product for all links between a category that represented a unique proposition and thereby realize the full support and confidence of its merits partners.

“Working on inner beauty”

What are the benefits of Ambrosia

The loyalty to Ambrosia, the added value in the development of Inside Out Lifestyle & Tasty Care concept

Ambrosia wants to take the role of a faithful and loyal brand who involves himself in the changing role of mother to boyfriend / girlfriend for her children and partner

The physical changes of aging with the acceptance there in required but also the challenges that arise at this stage

A brand that surprised if it were a lovely bunch of flowers

But her guide may be around food & drink, beauty tips and nutrition information, but also tasteful suggestions about healthy eating and alcohol use awareness, a kind of conscience, an oracle, a loyal companion

The eating and drinking tips for cooking, wine tips, health tips, menus, books and magazines, tips shops, restaurants, recipes

What Ambrosia can do for you…

Woman

Food and cooking

Suggestions from other customers

Actions and extras

Possibility of parts by means the community

Ambrosia

Ambrosia thinks along

Ambrosia helps woman

Meets her expectations and, most of all, responds alertly to her demands and desires

Who are the customer of Ambrosia?

A modern well-educated woman, who works with children at puberty, from 35 years to 50 years who from her conscious choice for a stable and healthy family life to make a choice of food and beverages that its not just taste experiences / food safety features.

She searches to brands that have a little more to offer.

What transparency, honesty and consciously choose a biological basis (herbs, honey) and a fully ripe fruit developed by sun

A loyal brand and understanding who involves himself, feels, in its entire presentation differs from the popular brands

The DNA of Ambrosia

Focus on inner beauty Woman 35+ The benefits of wine, honey and herbs in 1 Participate in women's life and understand the stress pillars for Her Promote preventive Health care Empathy Modern Sensitive Understanding Stylish Elegant

Why these building blocks?

Focus on inner beauty

We of Ambrosia focus on inner beauty in better and worst times. The ingredient helps a preventive healthcare

Woman 35+

Woman +/- 35 have a difficult decision in their live. Ambrosia helps with that decision.

The benefits of wine, honey and herbs in 1

Ambrosia exist of wine, honey and herbs. These ingredients helps Ambrosia get the sweet taste.

Understanding

Ambrosia understands woman and the situation were they are in.

Cosmetically

Ambrosia works on your inner beauty.

Promote preventive healthcare

The herbs in Ambrosia helps preventive healthcare.

Brand Loyalty

Ambrosia is a pleasant and surprising taste experience

Provides a balanced mind and body

The honey/herb mixture gives preventive healing effects

Provides loyal and identifiable group of buyers and realizes all suppliers of ingredients and its distribution partners a

vital role in its business model

Provides sufficient yield but especially one that's current and future Ambrosia portfolio for all intermediaries represented a unique proposition.

Deserve the full support and confidence of its partners.

The Brand promise of Ambrosia

We understand it isn’t always easy. It’s why our marketing team of Ambrosia have been delivering a cosmetic and attractive wine brand that suits in their diverse lifestyles, but always helps our customer to relax and working on her inner beauty.

We focus on ‘Her’. Its why generations of woman buy Ambrosia regularly.

For Her is important to feel more Self Confident and accepted about Her “Inner beauty”.

Mission & Vision of Ambrosia

Mission

ProPol, the brand owner of Ambrosia, is located within the food and beverages category in Europe

Specialising in the production and marketing of wine

A distinctive brand positioning in the various categories and sufficient add value for distribution partners

Vision

Ambrosia is a supportive and soothing brand beacon for those who feel empty, restless, insecure, feel detached.

The wine

An unique brand proposition.

A Sicilian / Mediterranean wine concept with:

Quality enriched with honey and organic herbs

The wine has been developed which functional (preventive and healing properties) value-added part of the product concept.

Through the various embellishments creates a palette of soft and sweet flavors and gives a (re) new taste experience.

The herb values of Ambrosia White

• Coriander = Diuretic; For insomnia; Against cramps

• Clove = Favorable effect on colds

• Hyssop = Regulating blood pressure; Cough; against stomach cramps and indigestion

• Thyme = Normalizing menstruation; Stimulates the circulatory; Digestive pro

• Liquorice = Good effect on cortisol

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The herb values of Ambrosia Red

• Zilverschoon = Digestive

• Rosemary = Digestive regulatory; Well against fatigues

• Hawthorn = For good blood circulation

• Passion = Calming; For insomnia

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The added value of Ambrosia Ginger

• Ginger = good for proper digestion and burning calories

• Linde Honey = support or strengthen the effect of

many herbs

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The added value of Ambrosia Mead

• Linde Honey = support or strengthen the effect of

many herbs

• Mead is the oldest known beverages.

• In mythology, Greek mead (ambrosia) the nectar and in Egyptian pyramids with amphorae has been partly found.

• Our mead is made by fermenting honey and a mixture of juices.

• A drink with a unique character and specific taste.

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The added value of Ambrosia Cranberry

• Cranberry = a positive influence on the prevention of ulcers, Plaque and cancer

• Linde Honey = support or strengthen the effect of

many herbs

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The added value of Ambrosia Elderberries

• Elderberries= anti-viral properties

• Linde Honey = support or strengthen the effect of

many herbs

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Pleasure +

Herbs =

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Beauty and satisfaction

Working on inner beauty

What is in it for her?

The feeling:

• Relaxing

• Keep the quality

• Ensure

• Worry free

• Happy

Contact

• Jeroen Nankman

• CEO/Owner

• ProPol Produkten BV

• Mobile: + 31 (0) 65 33 62162

• Telephone: +31(0) 229 29 58 48

• Fax: +31 (0) 229 24 27 94

• Email: [email protected]

• Henk Terol

• Marketing & Sales Director

• ProPol Produkten BV

• Mobile: +31 (0) 65 49 777 03

• Telephone: +31(0) 229 29 58 48

• Fax: +31 (0) 229 24 27 94

• Email: [email protected]

• Skype: henk.terol21

www.ambrosia.nl


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