The Flying Monkeys Craft Brewery Proposal Presentation
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Transcript of The Flying Monkeys Craft Brewery Proposal Presentation
Soaring to New Heights:An In-Depth Analysis of The Flying Monkeys Craft BreweryVito Francone
Yasmin Omidvar
Dave Daniels
Presentation Outline
Background: Microbrewery in Transition
Literature Review: The Microbrewery Industry
Purpose and Objectives
Methodology: A Multi-phased Approach
Accelerate Research Group
Background: Microbrewery In Transition
Name Change in 2009: Robert Simpson Craft Brewery to The Flying Monkeys Craft Brewery (FMCB)
Sales: 50% Pubs and Restaurants, 50% LCBO and The Beer Store
Products: Antigravity Light Ale, Confederation Ale, and Hoptical Illusion
The Ontario Craft Brewers Association
Background: Microbrewery In Transition
Hoptical Illusion
Antigravity Light Ale
Confederation Ale
The Flying Monkeys Craft Brewery recently expanded their portfolio and redesigned their packaging
Literature Review: The Microbrewery Industry
Secondary Research Conclusions:
3 keys to microbrewery success:1. Quality Product2. Consumer Loyalty3. Community Identity
1. 4 P’s: Product, Price, Place, Promotion
2. Microbrewery innovationcreates competitive products
3. Target existing stakeholders
Marketing for Small Businesses Microbreweries as Community Leaders
Missing Methodologies
1. Lack of Focus Groups
2. No Quantitative Research
3. 19-25 age demographic not researched
1. Ontario Craft Brewery Sales up 30%
2. Neo-localism3. Brewpubs statistically more
successful than breweries4. Boulder Brewing Case Study
Purpose and Objectives
PurposeTo understand the Flying Monkeys Craft Breweries position within the microbrewery market
ObjectivesProfile the individuals who buy micro-brewed beer so that The Flying Monkeys Craft Brewery can focus their marketing objectives
Identify public perceptions of microbreweries
Measure the awareness level of The Flying Monkeys Craft Brewery and their products
Methodology: A Multi-phased Approach
Collect data using Palm Pilot technology
Survey is designed to capture: Public perceptions and awareness of microbreweries and
The Flying Monkeys Craft Brewery’s new brand Overall buying behaviors of beer drinkers
Target Population: 350-400 Barrie residents from ages 19 to 55
Targeting LCBOs, The Beer Stores, and licensed establishments
Phase One: A Self-Administered Questionnaire
Methodology: A Multi-phased Approach
Why Surveys? structure group and analyze sequential data
Why Surveys for FMCB? Compliment focus group dialogue Probability sampling (controls randomness) Palm Pilot and Entryware Software
Directly upload data to SPSS for analysis
Phase One: Questionnaire
Rationale
Methodology: A Multi-phased Approach
Purpose of phase: explore perceptions of The FMCB
Two focus groups each containing six Barrie residents One: Residents who frequently drink micro-brewed beer Two: Prospective microbrewery beer drinkers
Location: Georgian College campus
Phase Two: Focus Groups
Methodology: A Multi-phased Approach
Both Focus Groups will investigate: Interest and understanding of micro-brewed beer Awareness and interest in brewpubs Perceptions of The FMCB brand and products
Why Focus Groups? Interact with physical stimuli (FMCB products) Less costly than in-depth interviews Brainstorm and reflect on ideas collectively
Phase Two: Focus Group
Rationale
Accelerate Research Group
Vito Francone – McMaster University Honours Bachelor of Arts Degree
Political Science and Communication Studies
Dave Daniels – Wilfrid Laurier University Bachelor of Arts Degree in Economics
Yasmin Omidvar – McMaster University Honours Bachelor of Arts Communications and Mass Media Studies
Previous Clients Include: The Barrie Folk Society, The Canadian Automotive Institute and The Centre for Co-operative Education, Internship and Career Services