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In 1985, the master brewer Dieter Leipold (see attachment A2) started research on an organically brewed non-alcoholic drink, which he accomplished ten years later. With this innovative product, the company extended its product range and entered the beverage market, without having to invest in new production facilities. On the beverage market it had to compete with the established lemonades. While this is true it developed an own niche, the one of the organic lemonades, enabling the company to appeal to the health-conscious consumers and accordingly also sell through the organic food stores. As a result the company used a concentrated approach setting up a niche but developing to a differentiated target group only limited by the pricing strategy...
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