The Flying Monkeys Craft Brewery Proposal Presentation


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

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The Flying Monkeys Craft Brewery Proposal Presentation

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