Ambrosia Story behind the brand gives insights about the unused values from a brand who had more opportunities,

1. The Story behind the brand

2. 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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3. 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 The significance of Ambrosia:
beginning of the 70’s they started their Ragweed or Ambrosia is the food of the gods
experiences with honey with wine. After a few in ancient mythology, in addition to nectar.
years they discovered the opportunities with
The power to give immortality is derived from
herbs too. Following the trends of olive oil and
the upcoming use of herbs in families makes it
the healing and purifying effect of honey.
very interesting to develop also wines with honey In addition, fermented honey (co) rather than
and herbs. wine as entheogen. In Greek means
This moment (1979) is still the most important Ambrosios immortal.
discovery they did on that particular moment. There was also attributed to medical power.
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.
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4. 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

5. 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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6. Present
Why does Ambrosia change?
Past Future
• Ambrosia drinkers are dying out • Growing demand for new wine
– Buyer profile often elderly/retired concepts (distribution and target
group wines)
• Too little visibility in stores
• Distribution channels are searching
• Distribution penetration of Honey for new wine concepts
and Herb Wines is limited
• Aromatised wine in the
• Buyer profile gives cause for Netherlands worthy of more
concern (rapidly ageing) customer affinity
• Too little growth potential if policy • Ambrosia reinventing itself as a
unchanged: no new drinkers brand
– Unattractive packaging, • Making/positioning the Ambrosia
– Too little added value, brand and proposition stronger and
price/product/performance more appealing to distributor and
insufficiently clear, end user
– Too little transparency,
– Too modest position on shelf

7. Present VS Future
• Old logo • Restyled logo
• Old bottle • New bottle
• None marketing • Uses marketing
• Focus group: none • Focus group: 35+ woman
• Doesn’t interact with the focus • Interacts with the focus group
group
Values: Values:
• Traditional • Slightly modern
• Focused on tradition • Focused on the costumer
• Non-commercial

8. Future “Working on inner beauty”
What is Ambrosia? (Relevance)
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.
The effects of Ambrosia: The feelings of Ambrosia:
Reassuring, comforting, healing, • Feel good
reactivate, proactive, revitalizes, renewed • Feel yourself more comfortable
energy amid the stresses of everyday life
and makes the necessary personal balance. • More resistant to the daily pressure
and stress
• Ambrosia wine drinkers are happy
and stable people.

9. What are the benefits of Ambrosia
 The loyalty to Ambrosia, the added  A brand that surprised if it were a
value in the development of Inside lovely bunch of flowers
Out Lifestyle & Tasty Care concept  But her guide may be around food &
 Ambrosia wants to take the role of a drink, beauty tips and nutrition
faithful and loyal brand who involves information, but also tasteful
himself in the changing role of suggestions about healthy eating
mother to boyfriend / girlfriend for and alcohol use awareness, a kind of
her children and partner conscience, an oracle, a loyal
 The physical changes of aging with companion
the acceptance there in required but  The eating and drinking tips for
also the challenges that arise at this cooking, wine tips, health tips,
stage menus, books and magazines, tips
shops, restaurants, recipes

10. What Ambrosia can do for you…
Woman Ambrosia
 Food and cooking  Ambrosia thinks along
 Suggestions from other customers  Ambrosia helps woman
 Actions and extras  Meets her expectations and, most
 Possibility of parts by means the of all, responds alertly to her
community demands and desires

11. Who are the customer of Ambrosia?
 A modern well-educated woman,  What transparency, honesty and
who works with children at puberty, consciously choose a biological basis
from 35 years to 50 years who from (herbs, honey) and a fully ripe fruit
her conscious choice for a stable and developed by sun
healthy family life to make a choice
 A loyal brand and understanding
of food and beverages that its not
who involves himself, feels, in its
just taste experiences / food safety
entire presentation differs from the
features.
popular brands
 She searches to brands that have a
little more to offer.

12. 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

13. Why these building blocks?
Focus on inner beauty Understanding
We of Ambrosia focus on inner beauty in better and Ambrosia understands woman and the situation
worst times. The ingredient helps a preventive were they are in.
healthcare
Cosmetically
Woman 35+ Ambrosia works on your inner beauty.
Woman +/- 35 have a difficult decision in their live.
Ambrosia helps with that decision.
Promote preventive healthcare
The herbs in Ambrosia helps preventive
The benefits of wine, honey and herbs in 1 healthcare.
Ambrosia exist of wine, honey and herbs. These
ingredients helps Ambrosia get the sweet taste.

14. Brand Loyalty
 Ambrosia is a pleasant and  Provides sufficient yield but
surprising taste experience especially one that's current and
 Provides a balanced mind and body future Ambrosia portfolio for all
 The honey/herb mixture gives intermediaries represented a
preventive healing effects unique proposition.
 Provides loyal and identifiable  Deserve the full support and
group of buyers and realizes all confidence of its partners.
suppliers of ingredients and its
distribution partners a
vital role in its business model

15. The Brand promise of Ambrosia
We understand it isn’t always easy. It’s We focus on ‘Her’. Its why generations
why our marketing team of Ambrosia of woman buy Ambrosia regularly.
have been delivering a cosmetic and
attractive wine brand that suits in their For Her is important to feel more Self
diverse lifestyles, but always helps our Confident and accepted about Her
customer to relax and working on her “Inner beauty”.
inner beauty.

16. Mission & Vision of Ambrosia
Mission Vision
 ProPol, the brand owner of  Ambrosia is a supportive and
Ambrosia, is located within the food soothing brand beacon for those
and beverages category in Europe who feel empty, restless, insecure,
 Specialising in the production and feel detached.
marketing of wine
 A distinctive brand positioning in the
various categories and sufficient add
value for distribution partners

17. 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.

18. 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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19. 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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20. The added value of Ambrosia Ginger
• Ginger = good for proper digestion • Linde Honey = support or
and burning calories strengthen the effect of
many herbs
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21. The added value of Ambrosia Mead
• Mead is the oldest known • Linde Honey = support or
beverages. strengthen the effect of
• In mythology, Greek mead many herbs
(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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22. The added value of Ambrosia Cranberry
• Cranberry = a positive influence • Linde Honey = support or
on the prevention of ulcers, Plaque strengthen the effect of
and cancer many herbs
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23. The added value of Ambrosia Elderberries
• Elderberries= anti-viral • Linde Honey = support or
properties strengthen the effect of
many herbs
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24. What is in it for her?
Pleasure + Herbs = Beauty and satisfaction
Working on inner beauty
The feeling:
• Relaxing • Ensure
• Keep the • Worry free
quality • Happy
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25. Contact
• Jeroen Nankman • Henk Terol
• CEO/Owner • Marketing & Sales Director
• ProPol Produkten BV • ProPol Produkten BV
• Mobile: + 31 (0) 65 33 62162 • Mobile: +31 (0) 65 49 777 03
• Telephone: +31(0) 229 29 58 48 • Telephone: +31(0) 229 29 58 48
• Fax: +31 (0) 229 24 27 94 • Fax: +31 (0) 229 24 27 94
• Email: jeroen.nankman@propol.nl • Email: henk.terol@propol.nl
• Skype: henk.terol21
www.ambrosia.nl