The Flying Monkeys Craft Brewery Proposal Presentation
1. Soaring to New Heights:An In-Depth Analysis of The Flying Monkeys Craft Brewery Vito FranconeYasmin Omidvar Dave Daniels
2. Presentation Outline Background: Microbrewery in Transition Literature Review: The Microbrewery Industry Purpose and Objectives Methodology: A Multi-phased Approach Accelerate Research Group
3. 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
4. Background: Microbrewery In Transition The Flying Monkeys Craft Brewery recently expanded their portfolio and redesigned their packaging Hoptical Illusion Antigravity Light Ale Confederation Ale
5. Literature Review: The Microbrewery Industry Marketing for Small Businesses Microbreweries as Community Leaders 1. 4 P’s: Product, Price, Place, Promotion 2. Microbrewery innovation creates competitive products 3. Target existing stakeholders Ontario Craft Brewery Sales up 30% Neo-localism Brewpubs statistically more successful than breweries Boulder Brewing Case Study Missing Methodologies Secondary Research Conclusions: 3 keys to microbrewery success: 1. Quality Product 2. Consumer Loyalty 3. Community Identity Lack of Focus Groups No Quantitative Research 19-25 age demographic not researched
6. Purpose and Objectives Purpose To understand the Flying Monkeys Craft Breweries position within the microbrewery market Objectives Profile 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
7. Methodology: A Multi-phased Approach Phase One: A Self-Administered Questionnaire 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
8. Methodology: A Multi-phased Approach Phase One: Questionnaire Rationale 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
9. Methodology: A Multi-phased Approach Phase Two: Focus Groups 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
10. Methodology: A Multi-phased Approach Phase Two: Focus Group Rationale 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
11. 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
