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The Flying Monkeys Craft Brewery Proposal Presentation
The Flying Monkeys Craft Brewery Proposal Presentation
The Flying Monkeys Craft Brewery Proposal Presentation
The Flying Monkeys Craft Brewery Proposal Presentation
The Flying Monkeys Craft Brewery Proposal Presentation
The Flying Monkeys Craft Brewery Proposal Presentation
The Flying Monkeys Craft Brewery Proposal Presentation
The Flying Monkeys Craft Brewery Proposal Presentation
The Flying Monkeys Craft Brewery Proposal Presentation
The Flying Monkeys Craft Brewery Proposal Presentation
The Flying Monkeys Craft Brewery Proposal Presentation
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The Flying Monkeys Craft Brewery Proposal Presentation

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Presentation that outlines our research proposal for the Flying Monkeys Craft Brewery

Presentation that outlines our research proposal for the Flying Monkeys Craft Brewery

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  • 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

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