This presentation showcases an idea for Sustainable Marketing Innovation. The project is part of a level 9 master's program to critically review the feasibility of an innovative, sustainable marketing concept for the Irish market by researching market data. It is a two-part assignment. The first part is the discussion of the feasibility of the idea. Facts and data to support the new marketing concept, the market potential and forecasted demand showing research findings for the Irish market. The first part includes the offering, value proposition, potential market, competition and a perceptual map outlining the differentiation strategy. The second part consists of a well-integrated and carefully planned marketing plan for an investor who will invest in this sustainable business idea. The presentation aims to promote an innovative idea to a panel of investors. In the second part of the presentation, * The product and the associated value proposition * Market analysis * Estimated opportunities and threats in the marketplace using the ICEDRIPS model. * Segmenting- Targeting- Positioning- Differentiating * Marketing Mix * Pricing * Distribution * Marketing Communication * Physical environment * Process * People * Marketing Projections The references used for the presentations are included in the slide. All the best!

1. El's Brewpub
& Farm
CASELLA EMIL I
10561698

2. Value Proposition
The first-ever microbrewery in
Co. Westmeath set up on a farm
serving organic food.

3. Food and Drinks category
Locally owned and aligned with the
country's goals
Market-driven
Holistic, integrating full-value chain benefit
all in the agriculture system
Experience-driven business model similar
to the Bunratty Castle
Value Segment
Source: Adapted from Howlett et al., (2002)

4. CIRCULAR ECONOMY
Sustainably sourced core products like
barley, hops & food produce for the kitchen
Food waste & brew by-products will be
turned to compost for the farm
We hope to have the farm source organic
vegetables and herbs for the brewpub
kitchen but that will be a longtime goal
Value Network

5. BRANDING
We've got our business website
domain and logo for branding. The
transparent version of the logo will
go on the beer glasses and
recyclable food packaging.

6. Access
Risks
Transparency
Dialogue
DART model
We plan to create a dialogue with
people through open discussion
forums online and offline about
traditional brewery practices.
Customers have access to the brewery
and farm to understand how we
function.
Organic food quite often not treated
with harsh chemicals have a lower
shelf life, this includes food and beer.
Prices justified by the quality of
produce.
Open to customer feedback.

7. Eliminating distribution and packaging not only
reduces a major carbon-footprint, but it also saves
the customer money.
Most beer sold in retail has a 48% margin
What makes
this special:
Unique
features:
Special
guarantee:
We guarantee sustainably sourced craft brew with
superior freshness and quality, served in a scenic
pub setting.
COST STRUCTURE
Ensuring sustainability
and value creation in
every step.

8. ICEDRIPS
The experience-driven business model of
providing farm to table.
We are currently undisputed in the
brewery domain in this region.
Innovation:
Competition:
Economics:
The project would begin primarily with the
brewpub and evolve to a full-scale farm that
can source produce merchandise.
Demographics:
Regulation:
Infrastructure:
Partners:
Social trends:
The cost of setting up a brewery and land value
is quite high in Ireland.
This is the most favourable part of the project.
Microbreweries are primarily domestic-market
oriented, which is in our favour.
NVA's (New Vision for Agriculture) three key
objectives locally owned sustainable businesses
The local farmers who source product for the
beer and the brewpub kitchen
The growing trend of a holistic approach to food and
the need for an experience rather than a service is one
of the factors that drive the business.

9. Threat of Substitution
Retail beer brands that are familiar to customers
Competitive
Rivalry
Buyer Power
The risk of catering to a local target customer base.
Supplier Power
Organic core ingredients are scarce with organic
farms producing 20-30% less yield than
regular farms.
The threat of new entry
There has been a large increase in the number of microbreweries
according to BordBia report 2017.
PORTER'S FIVE FORCE ANALYSIS

10. PSYCHOGRAPHIC
"Good health & well-
being" is the country's
third goal under
sustainable development
goals.
SEGMENTATION
GEOGRAPHIC:
CO. WESTMEATH
DEMOGRAPHIC
According to 2016,
survey there are over
45,000 people over the
age of 18 in Westmeath.
GENDER/ INCOME/
BEHAVIOUR
Food and beer is neutral
across all these
segments

11. MICROMARKETING
TARGETING
Regional business
Local marketing since it is a
regional business
Niche marketing
Catering to an audience
aware of sustainability
factors
Customerisation
Locally sourced produce

12. Our products are made from organic
and locally-sourced ingredients based
on a farm to table model.
Organic ingredients
We make our products in small
batches to maintain freshness.
Freshly-made
We have same-day and scheduled
delivery options locally.
Delivery options
DIFFERNTIATION
& POSITIONING

13. PERCEPTUAL MAP
Everyday
Special

14. MARKETING MIX
Product
Locally sourced,
sustainably made.
Promotion
Socially responsible
marketing
Price
Eliminating vendors gives
us opportunity to provide
competitive pricing
Place
The servicescape is a farm
where the brewpub is set

15. MARKETING MIX
People
Professional brewers
Process
A circular economy
Physical evidence
Transparent production
environment

16. THANK YOU
Conclusion
(15)
Based on the research findings, I've found
the manufactured drinks industry has
grown a +105% rate in the past few years,
hence it is a competitive market.
And a substantial investment of finance
and time would be necessary to kick start
the project.

17. Bibliography ·
‘Craft-Beer-Report-2018.pdf’ (no date). Available at:
http://icbi.ie/wp-content/uploads/2018/11/Craft-Beer-Report-2018.pdf (Accessed:
18 January 2021).
·
‘Drink-Innovation-Report-FINAL.pdf’
(no date). Available at:
http://www.drinksindustry.ie/assets/Drink-Innovation-Report-FINAL.PDF
(Accessed: 18 January 2021).
·
E3025 - Average Age
of Population Over 15 Years of Age 2011 to 2016 (no date). Available at: https://data.cso.ie/ (Accessed:
18 January
2021).
·

18. Feeney, B. (2018) Craft
Beer and Independent Microbreweries in Ireland 2018.
·
Goal 3 - Good
Health and Well-Being (no date).
Available at: https://data.cso.ie/ (Accessed: 18 January 2021).
·
Here’s how we’re
ensuring there’ll be enough sustainable and nutritious food for 9.8 billion
people by 2050 (no date) World Economic Forum.
Available at:
https://www.weforum.org/our-impact/feeding-the-world-nutritiously-and-
sustainably/
(Accessed: 18 January 2021).
·

19. O’reilly, S. et
al. (2004) ‘Organic food consumers ? the irish case’, in Marketing
Trends for Organic Food in the 21st Century. WORLD SCIENTIFIC (Series on
Computers and Operations Research, Volume 3), pp. 221–237. doi:
10.1142/9789812796622_0014.
·
Our food system is
no longer fit for the 21st century. Here are three ways to fix it (no date) World Economic
Forum. Available at:
https://www.weforum.org/agenda/2019/01/how-to-build-a-circular-economy-for-food/
(Accessed: 18 January 2021).