ECB final presentation (LinkedIn version)
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Transcript of ECB final presentation (LinkedIn version)
FINDING TIME FOR EVIL CZECHEvil Czech Brewery & Pub Market Research Project
MR Mavericks
MEET THE TEAMMR Mavericks
Established in 2015 by founder James WilkieOffices in 15 cities, 13 countries Bringing together 85 years’ worth of experience
Previous JW Chen’sClients Vandelay Industries
Enron
Patrick Bartoli Samuel ChanKevin SalatNicole StarkNathan Troscinski
CLIENT BACKGROUNDTwo locations
● Culver● Mishawaka
Corn Dance affiliateCraft Beer, sold in-house and canned Unique Specials
MANAGEMENT PROBLEMS1. College-aged students are not coming to ECB. Specifically, ECB
does not know how to promote within college campuses, specifically Notre Dame.
2. ECB is primarily a brewery, but they want to ensure that all guests, regardless of age, are comfortable coming to ECB to dine.
3. ECB wants to stay ahead of the curve through a new mobile app. However, they are not sure what attributes make up a successful app and what promotion will get customers to download in the first place.
RESEARCH PROBLEMSHow can ECB:
1. Attract a younger crowd (ages 21-24)? This includes how to connect with college campuses (e.g. Notre Dame).
2. Ensure that all age groups feel comfortable coming in to eat? This includes families with children and mixed groups (parties that have both under- and over-21).
3. Maximize the success of its new mobile app? How can it encourage people to download and use the app?
HYPOTHESIS
ECB’s challenges are due to lack of brand recognition. Students will show interest in ECB if exposed to promotion (in which the new app can play a critical role).
SECONDARY RESEARCHExploring ECB Customers & Industry
Notre Dame PopulationMedian Age 20.5
Beer Consumers29% of 25-34 yr olds drink craft beer37% of 22-24 yr olds drink non-craft beerBoth seek familiarity when trying new products
SOURCE: NIELSEN PRIZM®
SOCIAL MEDIA POLL
Score n
Facebook 4.4 / 5 350
Yelp 3.5 / 5 99
TripAdvisor 4.5 / 5 60
Majority of reviews from non-Notre Dame community
SECONDARY RESEARCH
ECB as Full-Service Restaurant Industry
Farm-to-Fork philosophyShifting consumer preferences
Microbrewery & BrewPub IndustryAnnualized revenue growth of 19.0%Projected growth of 7.4% to 2019
Consumers have gravitated toward the industry’s attention to detail, range of styles, quality of ingredients, high degree of expertise, and overall freshness.SOURCE: IBISWORLD
KEYS TO SUCCESS
1. Establish brand name and visual identity (logo, labeling, advertising)
2. Control distribution networks
3. Innovative and offbeat marketing, branding, and packaging to differentiate craft beer from corporate brands
4. Effective quality control, as quality and taste are key competitive factors
MORE QUESTIONSQualitative Research Needed
1. Does ECB effectively market their qualities as a craft brewery?
2. What preconceptions do people have of ECB?3. Does ECB have a good brand and creative packaging?4. Which app features/promotions would encourage
people to use the app?
QUALITATIVE RESEARCHFocus Group
Rationale: age diversity, more representative of student body
Composed of: 9 students fr/so/jr/sr/grad
QUALITATIVE RESEARCH
Key Findings:
Evil Czech Brewery name biases Car access not much of a deterrent Less health conscious when eating out If it ain’t broke, don’t fix itApp usage patterns (one-time use)
MORE QUESTIONSQuantitative Research Needed
1. Is the “under 21” demographic worth pursuing?2. What are the associations with “Evil Czech Brewery”?3. Is ECB out of college student’s price range?4. Which characteristics of ECB do people most like?
QUANTITATIVE RESEARCHOnline Survey
1. Is it worthwhile to market on campus?2. How is it best to market to students?3. Is current marketing effective? Do
impressions change after visiting ECB?
SURVEY SUMMARY
NUMBER OF QUESTIONS: 57
PARTICIPANTS: 86
GENDER n % Male 34 39.5 Female 51 59.3 Other 1 1.2 RESIDENCE n % On campus 67 77.9 Off campus 21 22.1
AGE n % 21 & over 27 31.4 Under 21 59 68.6
QUANTITATIVE RESEARCH
Is it worthwhile to market on campus?
Students with cars are more willing to eat out and order craft beer
Willingness to spend at a bar: $10-12Willingness to spend at sit-down: $17ECB spend range: $11-30
Probably not a worthwhile market to pursue
Special promotions during large events with alumni, parents, faculty & staff
SOURCE: QUALTRICS, YELP
QUESTIONHow much are you willing to spend at different types of restaurants?
TESTOne sample t-testTest Value: $20.50 (ECB average)
RESULTS
Mean Sig.Bar 11.78 0.000Sit-down 16.34 0.000
Meals at ECB are too expensive
QUANTITATIVE RESEARCH
How is it best to market to students?
What words do respondents favor most?(1) Quality (2) Handcrafted (3) Value
Is there a gender or age difference?Males are willing to order craft beer and drink alcoholic beverages more often
Perception of breweries are more positive for respondents aged 21 and up
SOURCE: QUALTRICS
QUESTIONDo different genders prefer particular words more than others?
TEST Independent samples t-testGrouping Variable: Gender
RESULTS
Mean (M) Mean (F) Sig.Brewery 4.15 3.67 0.033 Farm-to-Fork 3.62 3.75 0.598 Handcrafted 3.91 4.16 0.187 … … … … Patton pilsner 3.44 2.96 0.016
CONCLUSIONSStatistically significant differences in: spending at fast food, willingness to order craft beer, frequency of drinking and impressions of the following terms: value, brewery, beer, poutine, schnitzel, patton pilsner
Men like “Beer”
QUANTITATIVE RESEARCH
Is current marketing effective?
Respondents who have visited ECB like menu item names, promotions, and ECB phrases more than those who have not.
What is most important for customers?
QUESTIONDoes going to ECB affect respondent opinions of ECB related phrases and menu items?
TEST Independent samples t-testGrouping Variable: Gone to ECB (Y/N)
RESULTS
Mean (Y) Mean (N) Sig.Taco Tuesday 4.15 3.67 0.033 Hangover Brunch 4.21 3.04 0.000 … … … … Lucky Dog Ale 4.26 3.61 0.021
CONCLUSIONSRespondents who had gone to ECB had statistically significant higher values in multiple categories and lower values in frequency going to bars.
Customers get ECB’s quirkiness
(1) High Quality(2) Creative Menu(3) Value(4) Convenience(5) Atmosphere
SOURCE: QUALTRICS
EVIL CZECH BREWERY NAME ASSOCIATIONS
Respondents who have gone to ECB
Respondents who have not gone to ECB
EVIL CZECH BREWERY NAME ASSOCIATIONS
CONTINUING RESEARCHThe Mobile Question
MANAGERIAL IMPLICATIONSRecommendations for Evil Czech Brewery
College students are ‘cheap’“More tacos, fewer drunk geeks”“Gimme stars”If it ain’t broke, don’t fix it
QUESTIONS?Thank you.
MR Mavericks