Soaring to New Heights:An In-Depth Analysis of The Flying Monkeys Craft BreweryVito Francone

Yasmin Omidvar

Dave Daniels

Presentation Outline

Background: Microbrewery in Transition

Literature Review: The Microbrewery Industry

Purpose and Objectives

Methodology: A Multi-phased Approach

Accelerate Research Group

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

Background: Microbrewery In Transition

Hoptical Illusion

Antigravity Light Ale

Confederation Ale

The Flying Monkeys Craft Brewery recently expanded their portfolio and redesigned their packaging

Literature Review: The Microbrewery Industry

Secondary Research Conclusions:

3 keys to microbrewery success:1. Quality Product2. Consumer Loyalty3. Community Identity

1. 4 P’s: Product, Price, Place, Promotion

2. Microbrewery innovationcreates competitive products

3. Target existing stakeholders

Marketing for Small Businesses Microbreweries as Community Leaders

Missing Methodologies

1. Lack of Focus Groups

2. No Quantitative Research

3. 19-25 age demographic not researched

1. Ontario Craft Brewery Sales up 30%

2. Neo-localism3. Brewpubs statistically more

successful than breweries4. Boulder Brewing Case Study

Purpose and Objectives

PurposeTo understand the Flying Monkeys Craft Breweries position within the microbrewery market

ObjectivesProfile 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

Methodology: A Multi-phased Approach

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

Phase One: A Self-Administered Questionnaire

Methodology: A Multi-phased Approach

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

Phase One: Questionnaire

Rationale

Methodology: A Multi-phased Approach

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

Phase Two: Focus Groups

Methodology: A Multi-phased Approach

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

Phase Two: Focus Group

Rationale

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