The Bruery Presentation

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Presentation for Consumer Behavior

Consumer and Management Analysis

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The Bruery Presentation

  1. 1. ConsumerBeha ior v Je n n y F l e t c h e r Pao l o Gar c i a D an i e l Ho s h i n a Mar i c ar me n Pu l i d o Je n n i f e r S mi t h Ki e u Tr an S aman t h a Ve l ar d e
  2. 2. Company Ove w rvie• CEO/ F o u n d e r Pat r i c k Ru e f o u n d e d t h e Br u e r y i n 2 008• Th e Br u e r y i s a s mal l c r af t b e e r b r e we r y l o c at e d i n Pl ac e n t i a, CA• Th e Br u e r y s p e c i al i z e s i n Be l g i an - s t yl e al e s an d o t h e r e x p e r i me n t al , “ o n e - o f f ” s t yl e s u s i n g u n c o n ve n t i o n al b r e wi n g i n g r e d i e n t s .• I n ad d i t i o n t o t h e i r ye ar - r o u n d o f f e r i n g s t h e y al s o o f f e r h i g h l y s o u g h t af t e r an n u al r e l e as e s
  3. 3. I ndustry Ove w rvie• Bi g b r e we r i e s h ave s e e n a d e c l i n e wh i l e s mal l c r af t b r e we r i e s h ave b e e n p r o s p e r i n g• A c r af t b r e we r i s al s o d e f i n e d as : – S mal l : l e s s t h an 6M b ar r e l s / ye ar p r o d u c t i o n – I n d e p e n d e n t : > 2 5 % o f t h e b r e we r y i s o wn e d b y an al c o h o l i c b e ve r ag e i n d u s t r y me mb e r – Tr ad i t i o n al : u s i n g t r ad i t i o n al b r e wi n g i n g r e d i e n t s — wat e r , h o p s , b ar l e y, ye as t
  4. 4. K e I ssue & Conce y s rns• I s s ue 1: F i n d i n g t al e n t t o h e l p u s g r o w o u r c o mp an y.• I s s ue 2: W ar e at t h e h i g h e r e n d o f t h e e c r af t b e e r mar k e t , an d we ar e b r e wi n g l e s s b e e r t h an we ar e ab l e t o s e l l d u e t o p r o d u c t i o n c o n s t r ai n t s .• I s s ue 3: As mo r e b r e we r i e s o p e n wh o h ave a s i mi l ar b u s i n e s s mo d e l as u s , we al s o r u n t h e r i s k o f b e i n g d i l u t e d i n t h e c r af t b e e r mar k e t .
  5. 5. A ddressing theProblems• I s s ue 1: Be i n g a p l ac e wh e r e c r e at i ve , t al e n t e d p e o p l e wan t t o wo r k• I s s ue 2: W r k i n g wi t h d i s t r i b u t o r s o n o f o r e c as t i n g d e man d an d p l an n i n g f u t u r e g r o wt h b as e d o n a b e s t an d wo r s t c as e s c e n ar i o ap p r o ac h .• I s s ue 3: F o c u s o n q u al i t y an d c o n s t an t i mp r o ve me n t
  6. 6. B rand Pe ption rce “ I am o ve r wh e l me d b y h o w r e c e p t i ve t h e c r af tb e e r wo r l d h as b e e n t o o u r c o mp an y an d b r an d . I wo u l d s e e o u r b r an d e q u i t y b e i n g s i mi l ar t oShort ’ s , Ci g ar Ci t y, Cap t ai n L awr e n c e , Los tAb b e y / Po r t Br e wi n g ( s mal l / mi d - s i z e d b r e we r i e swh o ar e r e l at i ve l y n e w) . I d o n ’ t t h i n k we ’ ve b u i l t an ywh e r e c l o s e t ot h e b r an d e q u i t y t h at S i e r r a Ne vad a, D o g f i s h He ado r Ne w Be l g i u m h ave b u i l t . Th e y’ ve b e e n ab l e t oc ap t u r e t h e mai n s t r e am ap p e al o f c r af t b e e r , wh e r ewe ’ r e ve r y mu c h o n t h e mar g i n s an d t h at ’ s wh e r e wewan t t o b e . I l i k e b e i n g t h e s mal l , n i c h e p l aye r i n t h ec r af t b e e r wo r l d . ” - Pat r i c k Rue
  7. 7. Consume Surve r y• Sur vey c ol l ec t i on dat es : F e b r u ar y 1 5 , 2 01 2 – F e b r u ar y 1 6, 2 01 2• Sur veyed c ons um s : 85 0+ F ac e b o o k u s e r s i n “ Be e r ” er g r o u p ( mo s t l y d o me s t i c , U. S . u s e r s ) & 4, 45 0+ F ac e b o o k u s e r s i n “ Be e r D r i n k e r s Un i t e d ” g r o u p ( i n t e r n at i o n al )• Sur vey s am e: 1 00 s u r ve ys ( 1 2 9 t o t al ) vi a pl s u r ve ymo n k e y. c o m ( 9 an al yt i c al q u e s t i o n s p l u s 1 “ Qu e s t i o n s , Co mme n t s , an d Co n c e r n s ” )
  8. 8. Surve R e y sults
  9. 9. Recommendations• S t ay t r u e ; h o l d yo u r l i n e• F i g h t e x c l u s i vi t y b y r e l e as i n g mo r e k e g s• Co n t i n u e yo u r ap p r o ac h t o b e e r as s u b s t i t u t e t o wi n e wi t h f o o d• Ge t mo r e i n vo l ve d wi t h t h e l o c al h o me b r e we r s an d l o c al f an s• Ex p an d d i s t r i b u t i o n
  10. 10. T hank You Qu e s t i o n s ?

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