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BRITISH-HELLENIC COLLEGE
European Business Administration
George Gkogkidis
Assignment
Make a Companys Marketing Plan
EBA 314
Dr. Anargyros Papadopoulos
Athens, 19/12/2011
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Marketing Plan
CRAFT
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EXECUTIVE SUMMARY
Craft micro-brewery is the first shop in Greece where a
customer could consume a beer and at the same time
watch it as it being brewed. In actuality, in 1997 Craftchallenged the market of the big beer producers and
brought something completely new in it.
Now, after so many years, is Craft still challenging? Is the
company still evolving, setting new targets and still
competing with the other companies for a piece of the
pie?
What are Crafts strengths and strong points? What has itmade and where is Craft beer different in order to match
the competition and stay alive in the revolving and fragile
market of an economically unstable Greece?
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TABLEOF CONTENTS
1. INTRODUCTION.................................................................51.1. Organization and product....................................5
1.2. History.................................................................52. STRATEGIC PLANAND FOCUS.................................................62.1. Mission Statement...............................................62.2. Goals and Objectives...........................................62.3. Core Competencies / Competitive Advantage......7
3. SITUATIONAL ANALYSIS........................................................73.1. SWOT Analysis.....................................................73.2. Industry Analysis.................................................83.3. Competitor Analysis.............................................93.4. Company brief...................................................113.5. Customer analysis.............................................113.6. Environment analysis.........................................11
4. MARKET-PRODUCT FOCUS...................................................124.1. Marketing and product objectives......................124.2. Target Market....................................................124.3. Points of Difference............................................124.4. Positioning.........................................................13
5. MARKETING PROGRAM STRATEGYAND TACTICS..........................135.1. Product Line.......................................................135.2. Packaging..........................................................135.3. Promotion..........................................................135.4. Place..................................................................145.5. Pricing...............................................................14
6. MARKET SHARE SYRVEY.....................................................247. IMPLEMENTATION PLAN.......................................................248. EVALUATIONAND CONTROL.................................................25REFERENCES........................................................................26APPENDICES........................................................................28
INTRODUCTION
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1.1 Organization and Product
Craft is the first Greek microbrewery founded in Athens in
1997. It is currently producing six different types of beer
which are Craft Pilsner, Craft Red Ale, Craft Smoked Lager,
Craft Weiss, Craft Athens Lager, and Craft Black Lager.
Having a small production oriented micro-brewery
provides the ability to produce a big variety of different
types of beer, aside the traditional lager. Also, no
substances or any other chemicals are added. The beer is
being fresh and pure with its natural flavor and aroma,values that are lost in the traditional mass production of
beer.
The company aims to make beer an established product inGreece, not only viable through summer periods, but asan enjoyable social drink with rich history and tradition,honed in pure and natural ingredients and having a widevariety of flavors. They aim to be able to please even the
most demanding tastes. (Craft, 2011)1.2 History
Beer is broadly defined as a fermented malt beverage.
The word beer comes from the Latin word 'bibere'
meaning 'to drink'. The Greek goddess of agriculture,
Ceres, is the root of the Spanish word for beer, cerveza.
The first civilized culture to brew beer was that of the
Samarians in Mesopotamia. They called it a "Divine Drink"and offered it to their gods. From the Romans the art of
brewing beer was spread to the Celtic and Teutonic
peoples of Britain and central Europe. But beer did not
regain its stature until the Christian monasteries began to
brew and improve it. The monks built the first breweries
that provided food, shelter, and drink to travelers, the
start of the hotel industry. In medieval times beer was
brewed by women, as it was considered "food-drink". Thewomen were also the cooks, and were known as "ale-
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wives". They would learn from the monks who had
established the best methods of brewing beer. Beer
developed into what it is today through industrial
revolutions and the continued progression of the same
cultures that brought it through the medieval times.
(Michael Hall, 2007 -01-13)
2. Strategic Plan and Focus
To attain the organizations strategic direction, the
companys mission, goals, objectives and competitive
advantage have been established to provide a vision for
the companys success. In addition, a measure of the
scope of the product which the organization offers, and
the economic situation in beer industry, are also key
players in the companys strategic direction and focus.
2.1 Mission Statement
Craft is moving with a target of very big growth amounting
80%-90% because of the fact that the bottle investment is
maturing and is getting active in mass distribution,
something that was not doing until now as it maintained
mainly a direct distribution. (Paul Emmanuelides,
18/02/2011)
2.2 Goals and Objectives
Non Financial
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A good customer satisfaction achieved through a wide
variety of dcor and supporting plates in the craft
restaurants. Use of the best ingredients available for beer
disregarding price. The above can lead to the creation and
maintaining of a good name for the business. (Paul
Emmanuelides, 18/02/2011)
Financial
Expected Earnings were 3.000.000 euro for 2007,
5.000.000 for 2008 and 8.000.000 for 2011.
Maintaining number one position in the field of micro-
breweries. Increasing the amount of export throughoutGreece and securing a position in the Greek beer industry.
Making earnings of 7-8million for the 2011 fiscal year.
(Paul Emmanuelides, 18/02/2011)
2.3 Core Competencies/Competitive Advantage
The company is making a Greek oriented beer, served
fresh right where it is produced, made from the most
refined ingredients on the international market aiming atexquisite quality at a competitive price.
Being the first and most successful micro-brewery in
Greece. Having the only Weiss, Red, Smoked beer
production facilities in the country.
Ability for the consumers to learn how beer is made and to
experience it right in its production in the companys
restaurants, and in the production unit in Paiania, Greece.(Craft, 2011)
3. Situational Analysis
3.1 SWOT Analysis
Strengths
Fresh product made in
lesser quantity but bigger
Weaknesses
Little financial resources
Step of expanding market
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quality in a market of mass
production
Well established company in
micro-brewing market
Production plants unique in
Greek market
Very Good Reputation
Superior products
can be fatal if fails
Lack of communication
through customer services
Opportunities
Emerging Markets
New distribution channels
Ability to retreat to
restaurant beer serving if
expanding fails
Threats
Greek Crisis
Potential loss of financial
backing by Attica Ventures*
Strong competitors holding
vast majority of the market
Market Saturation
*Check appendix 1
3.2 Industry Analysis
Beer consumption is divided in cold and war. The 65% of
the total consumption is coming from the cold beermarket and the rest 35% from the warm. More specifically,
and regarding the cold market, the 42% of consumption is
coming from taverns and restaurants, the 38% from cafs
and bars, the 15% from pizza restaurants and 5% from
hotels. The warm one has 50% consumption from mini-
markets, the 25% from small super-markets, the 17% from
big super markets and, lastly, an 8% from hyper markets.
(Beer.gr, 2011)
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According to facts of the market, the latest year warm
beer consumption seems to gain place to the cold since
the global crisis seems to affect consumers to stay more
time at home. (Beer.gr, 2011)
A negative fact for our beer market is that in our country
beer is still considered summer product. This sets limits in
its development. It is to be noted that in 2008, from
900million bottle of beer that were consumer in Greece,
the 540million (close to 60% of total consumption) were
consumed in the 5 months May-September. It is logic then
to be concluded, that the direction of beer companies in
Greece to try to convince the consumers that beer is an allyear product. (Beer.gr, 2011)
Beer market share
(Beer.gr, 2011)
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Number Company Share (%)
1 74
2 11
3 Private label 7
4 - 4
5
3
6 Other (Craft) 1
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3.3 Competitor Analysis
A very good way of understanding the nature of the
competitors on this market is to look at advertising
expenses through the most well-known beer companies in
a series of years.
From the following figure, a lot can be observed. One note
is that Craft is a very small beer producer in regards to
other companies noted, and the costs for advertising they
are making are sometimes close to what the company
makes in a year. It can be logically depicted that the firmwould hold no chances of long-term competition if their
products were not differentiated. Nevertheless, the
company has looses from the mentioned firms since, even
if differentiated, the product is the same.
Advertising Costs for Beer
Brand 2008 2007 Jan-April
2009
Jan-April
2008
Amstel 2.658.766 3.306.776 452.363 535,115
Heineken 2.295.759 2.687.749 388.059 816.637
Kaiser 351.099 307.427 227.292 136.533
Becks 3.402 0 0 0
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Warsteine
r
55.226 0 0 0
StellaArtois
33.680 0 0 0
Bud 0 16.330 0 0
Corona
Extra
539.376 69.108 0 0
Sol 0 5.103 0 0
ErdingerWeiblier
0 24.948 0 0
Carib 99.134 162.087 0 0
Mythos 1.751.431 1.859.248 489.117 510.843
8.618 8.505 0 6.804
McFarland 199.811 288.141 0 11.907
Fischer 437.351 313.707 66.281 3.289
158.978 124.430 24.707 31.154
HB 21.319 0 0 21.319
Duvel 0 44.610 0 0
Chimay 42.412 0 0 21.773
Craft 10.773 13.100 39.123 0
1.021 1.270 0 0
Genesis
Fresh
12.474 88.063 0 12.474
Amstel
Pulse
562.307 1.425.395 26.290 0
Heineken
Beertende
413.800 1.109.714 0 14.515
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r
Mythos
Red
0 65.791 0 0
Peroni-Nastro
Azzuro
222.664 0 0 43.886
Budweiser 29.484 0 0 0
Carlsberg 0 0 81.365 0
Jack
Daniels
Beer
0 0 14.175 0
Total 9.908.884 11.891.45
4
1.808.772 2.166.248
(Beer.gr, 2011)
3.4 Company Brief
Craft has made a big step in bottled beer market with the
support of Attica-Ventures. These include the construction
of a bottling plant, which will be able to handle 10.000
bottles/hour. (Check appendix 1)
3.5 Customer Analysis
In full production is at this time the expansion of craft
interest in the market of Australia. Today all 6 types of
beer are being presented. In very little time span more
than 8.000 boxed have been sold, while the warm
welcome helped the expansion with new codes, new
distributing places, expansion in liquor store &
supermarkets and a distributing reach in the whole market
of Australia.
At the same moment, craft has been successfully placed
in some of the finest restaurants of Melbourne and Sydney
like The press club, philhellene, stalactites, Hellenic
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republic, Belgian beer garden, beer deluxe. The successful
course of craft in Australia has been recently celebrated in
a special even in Melbourne, in which more than 200
people attended.
Within them, the minister of tourism John Pantazopoulos,
the known Hellenic-Australian actor George Kapiniaris, the
president of homogenous people Manny Gerasimou and a
mass crowd. (Marketing Week Resources 18 April 2011)
3.6 Environment Analysis
Beer as a refreshing drink is of no harm to the
environment. In actualization, as the Craft firm advertises,they only evolve a course of nature, which is creating
beer. What the firm strives to keep consumers remember
is that Craft beer, is more natural than any other out
there.
4. Market Product Focus
4.1 Marketing and Product Objectives
As Stephan Mparmperopoulos states, Beer is a natural
product and it must remain as that. Craft has two
breweries making beer inside the shop itself and evolved
into supplying into Greek minorities in America Australia
and Sweden.
Alexander Seintanis, expect in beer involvements believesthat there was a need in Greece for more types of beer.Greeks started going in other countries, other beersstarted getting into Greece and there was a gap. Craftcovered this first in 1997. (nsideFood - , Youtube)
4.2 Target Market
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In a question directed to Paul Emmanuelides in an
interview regarding what is Crafts strong target group he
answered: Our potential buyer is everyone. One more
quality beer is sic for a lady also, when se drinks her in a
nice glass. We should at last get over square glasses and
the stereotype of the fat man watching football and eating
pizza should be abandoned. Thats why in Golden beret,
the best food award in Greece Craft was the honored
beer. (Paul Emmanuelides, 18/02/2011)
4.3 Points of Difference
Craft offers a wide variety of different beers that are
Greek products and have been produced in Greece. They
are very competitive regarding other similar products and
the fact that they are created in Greece gives them a
competitive edge against similar products that are
imported.
Other than that, the company functions as a micro-brewery too, having another advantage of being able to
supply beer & entertainment directly to the potential
client at one of its restaurants.
4.4 Positioning
Craft beer is being positioned as a different refreshing
drink that can be enjoyed anytime, anywhere (since the
company has recently implemented free delivery of the
products) and lets the consumer choose between a wide
variety of tastes. Added to that the consumer can see the
brewery-restaurant as a place to pass his time and
contribute more profits to the company through the
consumption of other escorting dishes.
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5. Marketing Product Strategy and Tactics
5.1 Product Line
A steady line of products is being manufactured given that
consumer tastes in beer will not change. Additionally the
Greek crisis element has played a positive note in this
statement.
More specifically, the Greek beer market is not taking on
the crisis consequences as heavily as most other markets
as even now New Greek breweries are appearing. Craft is
considered to be the success story of micro-breweries
with its variety based line of production. (advertising.gr,16/11/10)
5.2 Packaging
Craft beer is put in bottles in the new craft bottling factoryin Paiania, Athens, which started in the end of June. Theyare out in bottles of 330ml for all the beer types and in abigger bottle of 500ml for Pilsner, Athens Lager and Weiss
beer. There are also 6-pack containers that contain all thetypes of the beer.
5.3 Promotion
Craft has not been using any forms of advertising as theybelieve that the product is what advertises itself. Theyhave though, advertised this year on the television fir thefirst time with small spots in football. (Paul Emmanuelides,18/02/2011)
5.4 Place
Craft beer is becoming more and more accessible in themarket. This is maintained by the correct use if thechannels of communication and distribution.
As a matter of fact, Craft beer will soon be accessible in all
the grand super-markets in Greece most of its bigrestaurants and selected drink-sellers. (Craft, 2011)
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5.5 Pricing
In order to have the Craft pricing better understood, it is in
order to put the side products offered too, in the pricing
tab:
Appetizers Prize (In Euros) Recommended
Beer
Panfried
mastelo cheese
from Chios with
almond flakes and
caramelized figsauce
7,50 Weiss
Red Ale
Zucchini balls
with yoghurt
sauce
7,50 Athens Lager
Weiss
Zucchini ballswith yoghurt
sauce
6,80 Weiss
Red Ale
Eggplant rolls
with cheese
6,50 Pilsner Smoked
Lager
Potato skins:
Baked potato
stuffed with
melted cheese
and ham
6,80 Pilsner Smoked
Lager
Nrnberg
Bratwurst
6,80 Pilsner
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Athens Lager
Home-style
meatballs with
yoghurt sauce
and french fries
6,80 Pilsner
Weiss
Cretan rusks with
fresh tomato,
katiki goat
cheese, olives,
capers and oliveoil.
6,80 Athens Lager
Pilsner
Vegetarian spring
rolls topped with
a plum sauce
6,50 Red Ale
Weiss
Vegetarian spring
rolls topped with
a plum sauce
6,50
Panfried smoked
Metsovone
cheese from
Metsovo
7,50 Smoked Lager
Pilsner
Skin cut fries with
paprika seasoning
and barbecue
sauce
5,40 Smoked Lager
Red Ale
Grilled vegetables
with Mastelo
cheese and
balsamico vinegar
8,50 Pilsner Smoked
Lager
Handmade rice
won ton stuffed
with cheese and
6,50 Athens Lager Red
Ale
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ham
Weisswurt-White
Munich-style
sausage with asweet mustard
sauce
6,80 Athens Lager
Black Lager
Chicken wings
with teriyaki
sauce
5,80 Athens Lager
Weiss
Platter of Greek
appetizers withcottage cheese
pies, Cretan rusks
with tomato,
katiki white cream
cheese and
olives, Ikaria
spinach pies, fried
zucchini balls,home-style
meatballs,
eggplant rolls
14,80 Pilsner
Athens Lager
Platter of Latin
with burrito
chicken, fajitas,
Argentinean
empanadas withbeef served with
chili, guacamole
and sour cream
and Mexican
sauce
16,20 Athens Lager
Red Ale
Hot appetizer
platter: Springrolls Greek
15,80 Pilsner
Athens Lager
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traditional
sausage chicken
wings meatballs
win ton with ham
and cheese
onion rings with
mustard and
honey sauce
skin cut fries with
paprika seasoning
Smoked Lager
Platter of gourmet
German andGreek sausages
16,20 Pilsner
Weiss
Athens Lager
Delicatessen
platter with
Parma prosciutto,
spianata picante,
smoked turkey
metsonove Greek
smoked cheese,
blue cheese
graviera Cretan
cheese and
manouri white
goat cheese
16,00 Athens Lager
Weiss
Smoked Lager
Mixed grill withchicken fillet, beef
fillet, sausage,
pork fillet, and
small burger with
bacon and
parmesan cheese
18,50 Pilsner
Smoked Lager
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Salads Price (In Euros) RecommendedBeers
Salad with rocket,
sundried tomato,grated parmesancheese andbalsamico sauce
8,50 Athens Lager
Weiss
Mixed Salad withgrilled manouricheese andasparagus with ahoney thyme
dressing
8,50 Weiss
Athens Lager
Craft salad withParma ham,rucola, lettuce,tomato, parmesancheese, balsamicovinegar and CraftBlack Lager beer
9,20 Athens Lager
Black Lager
Smoked Lager
Caesar chickensalad: Lettuce,iceberg, gratedparmesan cheese,bread crumbs andgrilled chickenslices with garlicflavored Italiandressing
8,50 Pilsner
Smoked Lager
Brewers salad:Grilled Frenchgoat cheesechevre andprosciutto diParma over atossed greensalad
9,50 Weiss
Athens Lager
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Main Dishes Prices (In Euros) RecommendedBeers
Pork Fillet with
goat cheese,Florina redpepper, and Dijonmustard
12,80 Athens Lager
Weiss
Pork chops withBBQ sauce
9,40 Red Ale
Athens Lager
Kebab withtomato, pita and
spicy yoghurtsauce
11,00 Pilsner
Smoked Lager
Pork tenders withteriyiaki sauce,french fries andherbs
10,50 Athens Lager
Pilsner
Fresh Chickenfillet burger
9,20 Red Ale
Black LagerSchnitzel withrocket, tomatoand french fries
11,80 Pilsner
Smoked Lager
Grilled smallburgers with freshparmesan cheeseand bacon
9,80 Pilsner
Smoked Lager
Delicious pork legslow-cooked inthe stove for morethan 6 hours withherbs and spices
16,00 Pilsner
Weiss
Beef fillet 19,50 Red Ale
Athens Lager
Fresh ground beefburger plain, with 8,80 Pilsner
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BBQ or bluecheese sauce
Smoked Lager
Grilled pork steak
with teriyaki, BBQor mustard sauce
12,80 Smoked Lager
PilsnerWeiss
Mixed grill withchicken fillet, beeffillet, sausage,pork fillet, andsmall burger withbacon and
parmesan cheese
18,50 Pilsner
Smoked Lager
Grilled chickenfillet with teriyaki,BBQ or mustardsauce
9,80 Athens Lager
Pilsner
T-Bone Steak 19,00 Smoked Lager
Pilsner
Black LagerPork fillet rollsstuffed withPhiladelphiacream cheese andwrapped withprosciutto
13,80 Smoked Lager
Black Lager
Penne al pesto
with basil, pinenuts, parmesancheese and creamsauce
9,80 Red Ale
WeissAthens Lager
SpaghettiCarbonara
9,20 Smoked Lager
Pilsner
Spaghettipomodoro with
fresh tomato,basil, sliced
8,50 Athens Lager
Red Ale
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parmesan androcket
Craft Beers Price (In Euro)
Beer glass 330ml 4,00
Beer glass 450ml 4,80
Pitcher 1500ml 12,00
Traditional 2 liter beer
growler
15,00
Traditional 1 liter bottle inice
9,00
Additional pricing:
Beer Craft to Go: Enjoy Craft beer at home in traditional 1and 2 liter growlers. (Price per liter 3,00)
Craft 6-pack (with 6 different craft beers) 8,00
Craft 3-Pack 2 bottles + glass 5,00
Wine list Price (In Euro)
Mikros Vorias Chardonnay 18,00
Adoli Ghis 22,00
Amethystos Lazaridi 25,00
Gerovassiliou Vivlia Hora
(White)
26,00
Meliasto Spyropoulou 18,00
Strofilia 22,00
Lydia Barbademos OrganicWine
18,00
Mikros Vorias Merlot 19,00
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Antonopoulos PrivateCollection
26,00
Gerovassiliou Vivlia Hora
(Red)
28,00
Hatjimihali Cabernet 28,00
Wine Glass 4,80
Desserts Price (In Euro)
Pannacotta with chocolate
or caramel topping
5,40
Traditional oriental ekmektopped with ice cream andcranberry syrup
5,60
Cheesecake 6,20
Chocolate souffl 7,20
Extra ice cream: 1,80
Chocolate-based sweets are best accompanied with BlackLager beer
Ice Creams:
*Great variety of quality fresh ice cream handcrafted by
Despina patisserie ask your waiter for available tastes.3 Scoops of your choice 5,40
Coffee Beverages Price (In Euro)
Espresso 2,50
Double espresso 3,00
Cappuccino 3,50
Double Cappuccino 4,00
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Espresso freddo 3,50
Cappuccino freddo 4,00
Freddoccino 4,00
Carameloccino 4,00
Irish coffee 6,00
Espresso with grappa oramaretto
3,00
Nescafe frappe 3,50
Coffee shake with ice cream 4,50
Filter coffee 3,00
Greek coffee 2,50
Double Greek coffee 3,00
Extra whipcream: 0,30
Refreshments Price (In Euro)
Tea in 12 varieties 2,50
Hot or cold chocolate 3,50
Iced tea with lemon orpeach flavor
2,80
Amita fruit juice 2,80
Fresh squeezed orange juice 4,00
Milk Shake (Chocolate-Strawberry-Vanilla
4,00
Bottled water (1 litter) 2,80
Spirits Price (In Euro)
Whisky (Dewars, JohnnieWalker, J & B, Cutty Sark,
etc.)
8,00
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Vodka (Stolisnaya, Absolut,Smirnoff, etc.)
8,00
Gin (Gordons, Beefeater,
etc.)
8,00
Rum (Bacardi, CaptainMorgan, etc.)
8,00
Tequila (Jose Cuervo,Olmega, etc.)
8,00
RTDs (Gordon Space,Smirnoff Ice)
6,00
Special Spirits 9,00
Special Cocktails (Mojito,Margarita, Caipirinha,Daquiri, Kir, Mai Tai, Craftcocktail, etc.)
9,00
Shot 3,00
Cocktail pitcher 30,00
Hard Liquior bottle 60,00
Bottle of special alcoholicbeverage
70,00
Wine glass 4,80
Glass of Spumante 6,00
Whiskey is beers hard cousin since they are both made
of malt. Besides quality beer we are happy to feature aselection of fine whiskies.
Aged & Malt Whiskies Price (In Euro)
Macallan 11,00
Cardhu 9,00
Glenfiddich 9,00
Gragganmore 9,50
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Oban 9,50
Dalwhinnie 9,50
Talisker 9,50
Glenkinchie 9,00
Glen Ord 10,00
Glynelish 10,00
Caol ila 10,00
Lagavulin 11,00
Chivas Regal 8,00
Dimple 8,00
Johnnie Walker black label 8,00
Greek Brandy Price (In Euro)
Metaxa 3* 4,50
Metaxa 5* 5,50
Metaxa 7* 7,50
Metaxa Reserve 10,00
Cognac V.S.O.P. 10,00
Spumante & Champagne Price (In Euro)
Moet & Chandon 80,00
Dom Perignon 180,00
Gordon Rouge Brut 60,00
Veuve Clicquot 90,00
Cair Rhodes 40,00
Asti Spumante 26,00
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Spumante glass 6,00
After Dinner Price (In Euro)
Fernet Branca 4,00
Amaretto 4,00
Underberg 3,00
Jagermeister 3,50
Grappa 3,00
Sambuca 3,00
Sambuca black 3,00
Additional pricing info:
Bread Dip: 2,40
What can be derived from the above price status is thatthe prices are at logical standards, and most of the food
(as recommended by the shop itself) is meant to beaccompanied by beer. While Craft has invested so much inhaving quite a variety of food to support the termrestaurant that it uses, it only has Craft beer to use.
That is another way of promoting its product. Regardingthe prices themselves it could be derived that there aresome low-price appetizers, possibly for less people soeach customer can chose whatever he wants, and for thebigger companies, there is a wide variety of more
exquisite plates at the right prices of course.
6. Market Share Survey
We surveyed 100 people from local bars and cafes andasked them whether they would buy Craft beer or not.
It turns out that overall, the people are interested in tryingout Craft beer. *Refer to appendix for full survey.
7 . Implementation Plan
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Being in a test phase of expansion, and making the Craftproduct reach more markets, Craft has to make a big stepin making itself known to more people.
As a matter of fact this is what is being done also. Craft
has become the sole sponsor of the infamous (in Greece)Terra Vibe Park, where great deals of concerts from manyworld-class bands are being housed.
Craft has done a great deal to keep communication, andkeep track with all the news regarding her both with itselfas a company and the people. All the stuff is informedabout everything, and much information is stored on itsofficial site on the internet, (craft.gr) which is available tobrowse in 3 languages.
8. Evaluation and Control
Craft values itself as the pioneer in micro-brewing inGreece. They are welcome to competition as they believeit will open the (small number of firms) beer trade evenmore. Craft so far has achieved its expansion targets andis constantly expanding, slowly in a challenging economysuch as Greece.
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References
Golden Berets choose Craft [online]http://www.express.gr/news/politismos/152933oz_20090406152933.php3 [Accessed 17/12/2011]
Craft Greek [online] http://www.craft.gr/company.html[Accessed 17/12/2011]
Craft English [online]http://www.craft.gr/English/company.html [Accessed17/12/2011]
Paul Emmanuelides [online]http://www.voldrinks.gr/index.php?option=com_k2&view=item&id=494:%CF%80%CE%B1%CF%8D%CE%BB%CE%BF%CF%82-%CE%B5%CE%BC%CE%BC%CE%B1%CE%BD%CE%BF%CF%85%CE%B7%CE%BB%CE%AF%CE%B4%CE%B7%CF%82-ceo-craft-breweries&Itemid=16&tmpl=component&print=1[Accessed 17/12/2011]
Beer market depending on tourists and economy [online]
http://www.express.gr/news/finance/160208oz_20090425160208.php3 [Accessed 17/12/2011]
Beer Tasting [online]http://www.athinorama.gr/restaurants/articles/?id=7189[Accessed 17/12/2011]
Buying beer: Strong in the middle of the crisis [online]http://www.beer.gr/index.php?option=com_content&view=article&id=3 [Accessed17/12/2011]79
Drinking beer in Greece [online]http://www.advertising.gr/Article/806/Pinein-mpira-stin-Ellada/ [Accessed 17/12/2011]
Top 10 best pills in the market [online]http://www.voldrinks.gr/index.php?option=com_k2&view=item&id=366:1111&Itemid=16[Accessed 17/12/2011]
Craft Microbrewery [online]
http://beeradvocate.com/beer/profile/9585/?view=beerfly[Accessed 17/12/2011]
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Attica Venues invests on the beer market [online]http://www.attica-ventures.com/news/26-02-2008.php[Accessed 17/12/2011]
Balance sheets of anonymous companys [online]
http://www.express.gr/misc/legal/1003oz_200804141003.php3?what=comp_name&keimeno=CRAFT+%D0%D1%CF%D4%D5%D0%C7+%C6%D5%C8%CF%D0%CF%C9%C9%C1+%C1%C5 [Accessed 17/12/2011]
Inside food how is beer produced [online]http://www.youtube.com/watch?v=7pRWNXGFD68[Accessed 17/12/2011]
9. Appendix
1. Attica Ventures invests in the beer market
Attica Ventures completed its seventh investment in a rowby investing in Craft, the first and largest microbrewery tooperate in Greece.
Craft opened back in 1997 with the first and onlyrestaurants-cum-breweries in Greece on Alexandras Ave.
and in Halandri with beer production facilities on-site. Thisinnovation brought the microbrewery right into the city
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and literally into direct contact with the public and fans ofquality beer. The encouraging response and support of the
public for these fresh beers produced on a small scale ledCraft to set up a state-of-the-art brewery in Paiania in
2003 to produce and sell quality draft beer at selectedcafes, restaurants and bars in Greece. Today it has anetwork with more than 700 points of sale.
All the ingredients (malt, hops and yeast) are natural,pure and specially selected for each type of beer. Noadditives such as fermentation accelerators or foamstabilizers are used, nor are preservatives or otherchemicals added. The beer remains alive, pure and flavor-
packed because, just like fresh bread from the bakery, it is
a natural product rich in scent and flavor; properties thatare retained thanks to small-scale production but which,to a large extent, are lost with standardization and theexcessive stabilization employed in mass production.
To date the company has made investments of over 4million and expects to report turnover of 3 million for2007 and 5 million for 2008, while EBT for those periodsare 100,000 and 300,000 respectively. Thanks to thecapital injection from Attica Ventures the company will
commence a new investment scheme of 5.6 millionwhich includes setting up a state-of-the-art bottling plantthat can handle 10,000 bottles per hour and modernizingits current industrial beer production facilities.
In making these investments Craft is making a dynamicentry to the bottled beer market. Craft's ManagingDirector, Mr. Emmanuelides, had the following to sayabout the company's objectives in this regard: "in thebeer sector just like the wine sector, and many othersectors over recent years knowledge and the care takenin small-scale production are winning ground and willcontribute to an improvement in quality, resulting in newhigh quality products which stand out from the crowd, andwill win the competition battle in the brewery sector."
Under current plans Crafts range of 6 different beers willbe available on supermarket shelves and catering outlets
in the spring, offering beer fans the unique quality and
look of Craft beers. It is no coincidence that the famous
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Swedish taster, Paul Samuelsson, chose Craft beer as thebest Greek beer. (Attica- ventures26 February 2008)
2. Survey
1. Age:
a.
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6. Awareness of beer tastes
a. Very Big- 20
b. Quite - 25
c. A little - 30
d. No - 25
7. How frequently do you go to beer festivals?
a. Daily - 0
b. Weekly - 15
c. Fortnightly - 30
d. Monthly - 35
e. Rarely - 20
8. Where do you mostly purchase your beer from?
a. Supermarkets - 52
b. Online New (ex. Craft)- 21
c. Small Markets - 10
d. Breweries Second Hand - 12
e. Other - 5
9. What would be the most important factors in
choosing the ideal beer?
a. Value/Cost - 18
b. Quality - 46
c. Recognized brand name - 30d. Convenience - 6
10.Which of the following is the most influential when
buying a product? (pick one)
a. Commentary on the internet - 18
b. Word-of-mouth - 34
c. Sales representative - 36
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d. Advertising - 22