BRITISH-HELLENIC COLLEGE European Business Administration

George Gkogkidis Assignment Make a Companys Marketing Plan

EBA 314

Dr. Anargyros Papadopoulos

Athens, 19/12/2011

1 Craft Marketing Plan

Marketing Plan CRAFT

2 Craft Marketing Plan

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 Craft challenged 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 it made 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?

3 Craft Marketing Plan

TABLE

OF

CONTENTS

1. INTRODUCTION.................................................................5 1.1. Organization and product....................................5 1.2. History.................................................................5 2. STRATEGIC PLAN AND FOCUS.................................................6 2.1. Mission Statement...............................................6 2.2. Goals and Objectives...........................................6 2.3. Core Competencies / Competitive Advantage......7 3. SITUATIONAL ANALYSIS........................................................7 3.1. SWOT Analysis.....................................................7 3.2. Industry Analysis.................................................8 3.3. Competitor Analysis.............................................9 3.4. Company brief...................................................11 3.5. Customer analysis.............................................11 3.6. Environment analysis.........................................11 4. MARKET-PRODUCT FOCUS...................................................12 4.1. Marketing and product objectives......................12 4.2. Target Market....................................................12 4.3. Points of Difference............................................12 4.4. Positioning.........................................................13 5. MARKETING PROGRAM STRATEGY AND TACTICS..........................13 5.1. Product Line.......................................................13 5.2. Packaging..........................................................13 5.3. Promotion..........................................................13 5.4. Place..................................................................14 5.5. Pricing...............................................................14 6. MARKET SHARE SYRVEY.....................................................24 7. IMPLEMENTATION PLAN.......................................................24 8. EVALUATION AND CONTROL.................................................25 REFERENCES........................................................................26 APPENDICES........................................................................28

INTRODUCTION
4 Craft Marketing Plan

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 in Greece, not only viable through summer periods, but as an enjoyable social drink with rich history and tradition, honed in pure and natural ingredients and having a wide variety 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". The women were also the cooks, and were known as "ale5 Craft Marketing Plan

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 microbreweries. Increasing the amount of export throughout Greece 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 at exquisite 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
Craft Marketing Plan

Weaknesses Little financial resources Step of expanding market

7

quality in a market of mass production

can be fatal if fails

Lack of communication Well established company in through customer services micro-brewing market Production plants unique in Greek market Very Good Reputation Superior products

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 beer market 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 minimarkets, 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 all year product. (Beer.gr, 2011) Number 1 2 3 4 5 6 Company
Private label -

Share (%) 74 11 7 4 3 1

Other (Craft)

Beer market share

(Beer.gr, 2011)
9 Craft Marketing Plan

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 firm would 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 Amstel Heineken Kaiser Becks 2008 2007 Jan-April 2009 Jan-April 2008 535,115 816.637 136.533 0
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2.658.766 3.306.776 452.363 2.295.759 2.687.749 388.059 351.099 3.402 307.427 0 227.292 0

Warsteine r Stella Artois Bud Corona Extra Sol Erdinger Weiblier Carib Mythos

55.226 33.680 0 539.376 0 0 99.134

0 0 16.330 69.108 5.103 24.948 162.087

0 0 0 0 0 0 0

0 0 0 0 0 0 0 510.843 6.804 11.907 3.289 31.154 21.319 0 21.773 0 0 12.474 0 14.515

1.751.431 1.859.248 489.117 8.618 8.505 288.141 313.707 124.430 0 44.610 0 13.100 1.270 88.063 0 0 66.281 24.707 0 0 0 39.123 0 0

McFarland 199.811 Fischer HB Duvel Chimay Craft Genesis Fresh Amstel Pulse 437.351 158.978 21.319 0 42.412 10.773 1.021 12.474 562.307

1.425.395 26.290 1.109.714 0

Heineken 413.800 Beertende

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r Mythos Red PeroniNastro Azzuro 0 222.664 65.791 0 0 0 0 43.886

Budweiser 29.484 Carlsberg Jack Daniels Beer

Total

0 0 0

0 81.365 14.175

0 0 0

0 0

9.908.884 11.891.45 1.808.772 2.166.248 4

(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
12 Craft Marketing Plan

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 believes that there was a need in Greece for more types of beer. Greeks started going in other countries, other beers started getting into Greece and there was a gap. Craft covered this first in 1997. (nsideFood - , Youtube) 4.2 Target Market
13 Craft Marketing Plan

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 microbrewery 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.
14 Craft Marketing Plan

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 factory in Paiania, Athens, which started in the end of June. They are out in bottles of 330ml for all the beer types and in a bigger bottle of 500ml for Pilsner, Athens Lager and Weiss beer. There are also 6-pack containers that contain all the types of the beer. 5.3 Promotion Craft has not been using any forms of advertising as they believe that the product is what advertises itself. They have though, advertised this year on the television fir the first time with small spots in football. (Paul Emmanuelides, 18/02/2011)

5.4 Place Craft beer is becoming more and more accessible in the market. This is maintained by the correct use if the channels 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 big restaurants and selected drink-sellers. (Craft, 2011)
15 Craft Marketing Plan

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 Panfried mastelo cheese from Chios with almond flakes and caramelized fig sauce Zucchini balls with yoghurt sauce Prize (In Euros) 7,50 Recommended Beer Weiss Red Ale

7,50

Athens Lager Weiss

Zucchini balls with yoghurt sauce Eggplant rolls with cheese

6,80

Weiss Red Ale

6,50

Pilsner Smoked Lager

Potato skins: Baked potato stuffed with melted cheese and ham Nrnberg Bratwurst
Craft Marketing Plan

6,80

Pilsner Smoked Lager

6,80

Pilsner

16

Athens Lager

Home-style meatballs with yoghurt sauce and french fries Cretan rusks with fresh tomato, katiki goat cheese, olives, capers and olive oil. Vegetarian spring rolls topped with a plum sauce Vegetarian spring rolls topped with a plum sauce Panfried smoked Metsovone cheese from Metsovo Skin cut fries with paprika seasoning and barbecue sauce Grilled vegetables with Mastelo cheese and balsamico vinegar Handmade rice won ton stuffed with cheese and
Craft Marketing Plan

6,80

Pilsner Weiss

6,80

Athens Lager Pilsner

6,50

Red Ale Weiss

6,50

7,50

Smoked Lager Pilsner

5,40

Smoked Lager Red Ale

8,50

Pilsner Smoked Lager

6,50

Athens Lager Red Ale

17

ham Weisswurt-White Munich-style sausage with a sweet mustard sauce Chicken wings with teriyaki sauce Platter of Greek appetizers with cottage cheese pies, Cretan rusks with tomato, katiki white cream cheese and olives, Ikaria spinach pies, fried zucchini balls, home-style meatballs, eggplant rolls Platter of Latin with burrito chicken, fajitas, Argentinean empanadas with beef served with chili, guacamole and sour cream and Mexican sauce Hot appetizer platter: Spring rolls Greek
Craft Marketing Plan

6,80

Athens Lager Black Lager

5,80

Athens Lager Weiss Pilsner Athens Lager

14,80

16,20

Athens Lager Red Ale

15,80

Pilsner Athens Lager

18

traditional sausage chicken wings meatballs win ton with ham and cheese onion rings with mustard and honey sauce skin cut fries with paprika seasoning Platter of gourmet German and Greek sausages Delicatessen platter with Parma prosciutto, spianata picante, smoked turkey metsonove Greek smoked cheese, blue cheese graviera Cretan cheese and manouri white goat cheese Mixed grill with chicken fillet, beef fillet, sausage, pork fillet, and small burger with bacon and parmesan cheese 16,20

Smoked Lager

Pilsner Weiss Athens Lager

16,00

Athens Lager Weiss Smoked Lager

18,50

Pilsner Smoked Lager

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Salads Salad with rocket, sundried tomato, grated parmesan cheese and balsamico sauce Mixed Salad with grilled manouri cheese and asparagus with a honey thyme dressing

Price (In Euros) 8,50

Recommended Beers Athens Lager Weiss

8,50

Weiss Athens Lager

Craft salad with 9,20 Parma ham, rucola, lettuce, tomato, parmesan cheese, balsamico vinegar and Craft Black Lager beer Caesar chicken 8,50 salad: Lettuce, iceberg, grated parmesan cheese, bread crumbs and grilled chicken slices with garlic flavored Italian dressing Brewers salad: Grilled French goat cheese chevre and prosciutto di Parma over a tossed green salad 9,50

Athens Lager Black Lager Smoked Lager

Pilsner Smoked Lager

Weiss Athens Lager

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Main Dishes Pork Fillet with goat cheese, Florina red pepper, and Dijon mustard Pork chops with BBQ sauce Kebab with tomato, pita and spicy yoghurt sauce Pork tenders with teriyiaki sauce, french fries and herbs Fresh Chicken fillet burger Schnitzel with rocket, tomato and french fries

Prices (In Euros) 12,80

Recommended Beers Athens Lager Weiss

9,40 11,00

Red Ale Athens Lager Pilsner Smoked Lager

10,50

Athens Lager Pilsner

9,20 11,80

Red Ale Black Lager Pilsner Smoked Lager Pilsner Smoked Lager

Grilled small 9,80 burgers with fresh parmesan cheese and bacon Delicious pork leg 16,00 slow-cooked in the stove for more than 6 hours with herbs and spices Beef fillet 19,50

Pilsner Weiss

Red Ale Athens Lager Pilsner

21

Fresh ground beef 8,80 burger plain, with

Craft Marketing Plan

BBQ or blue cheese sauce Grilled pork steak with teriyaki, BBQ or mustard sauce 12,80

Smoked Lager Smoked Lager Pilsner Weiss Pilsner Smoked Lager

Mixed grill with 18,50 chicken fillet, beef fillet, sausage, pork fillet, and small burger with bacon and parmesan cheese Grilled chicken fillet with teriyaki, BBQ or mustard sauce T-Bone Steak 9,80

Athens Lager Pilsner

19,00

Smoked Lager Pilsner Black Lager

Pork fillet rolls 13,80 stuffed with Philadelphia cream cheese and wrapped with prosciutto Penne al pesto 9,80 with basil, pine nuts, parmesan cheese and cream sauce Spaghetti Carbonara Spaghetti pomodoro with fresh tomato, basil, sliced
Craft Marketing Plan

Smoked Lager Black Lager

Red Ale Weiss Athens Lager Smoked Lager Pilsner Athens Lager Red Ale

9,20 8,50

22

parmesan and rocket

Craft Beers Beer glass 330ml Beer glass 450ml Pitcher 1500ml Traditional 2 liter beer growler Traditional 1 liter bottle in ice Additional pricing:

Price (In Euro) 4,00 4,80 12,00 15,00 9,00

Beer Craft to Go: Enjoy Craft beer at home in traditional 1 and 2 liter growlers. (Price per liter 3,00) Craft 6-pack (with 6 different craft beers) 8,00 Craft 3-Pack 2 bottles + glass Wine list Mikros Vorias Chardonnay Adoli Ghis Amethystos Lazaridi Gerovassiliou Vivlia Hora (White) Meliasto Spyropoulou Strofilia Lydia Barbademos Organic Wine Mikros Vorias Merlot 5,00 Price (In Euro) 18,00 22,00 25,00 26,00 18,00 22,00 18,00 19,00

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Antonopoulos Private Collection Gerovassiliou Vivlia Hora (Red) Hatjimihali Cabernet Wine Glass

26,00 28,00 28,00 4,80

Desserts Pannacotta with chocolate or caramel topping Traditional oriental ekmek topped with ice cream and cranberry syrup Cheesecake Chocolate souffl Extra ice cream: 1,80

Price (In Euro) 5,40 5,60

6,20 7,20

Chocolate-based sweets are best accompanied with Black Lager 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 Espresso Double espresso Cappuccino Double Cappuccino Price (In Euro) 2,50 3,00 3,50 4,00
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Espresso freddo Cappuccino freddo Freddoccino Carameloccino Irish coffee Espresso with grappa or amaretto Nescafe frappe Coffee shake with ice cream Filter coffee Greek coffee Double Greek coffee Extra whipcream: 0,30 Refreshments Tea in 12 varieties Hot or cold chocolate Iced tea with lemon or peach flavor Amita fruit juice

3,50 4,00 4,00 4,00 6,00 3,00 3,50 4,50 3,00 2,50 3,00

Price (In Euro) 2,50 3,50 2,80 2,80

Fresh squeezed orange juice 4,00 Milk Shake (ChocolateStrawberry-Vanilla Bottled water (1 litter) 4,00 2,80

Spirits Whisky (Dewars, Johnnie Walker, J & B, Cutty Sark, etc.)

Price (In Euro) 8,00

25 Craft Marketing Plan

Vodka (Stolisnaya, Absolut, Smirnoff, etc.) Gin (Gordons, Beefeater, etc.) Rum (Bacardi, Captain Morgan, etc.) Tequila (Jose Cuervo, Olmega, etc.) RTDs (Gordon Space, Smirnoff Ice) Special Spirits Special Cocktails (Mojito, Margarita, Caipirinha, Daquiri, Kir, Mai Tai, Craft cocktail, etc.) Shot Cocktail pitcher Hard Liquior bottle Bottle of special alcoholic beverage Wine glass Glass of Spumante

8,00 8,00 8,00 8,00 6,00 9,00 9,00

3,00 30,00 60,00 70,00 4,80 6,00

Whiskey is beers hard cousin since they are both made of malt. Besides quality beer we are happy to feature a selection of fine whiskies. Aged & Malt Whiskies Macallan Cardhu Glenfiddich Gragganmore Price (In Euro) 11,00 9,00 9,00 9,50
26 Craft Marketing Plan

Oban Dalwhinnie Talisker Glenkinchie Glen Ord Glynelish Caol ila Lagavulin Chivas Regal Dimple Johnnie Walker black label

9,50 9,50 9,50 9,00 10,00 10,00 10,00 11,00 8,00 8,00 8,00

Greek Brandy Metaxa 3* Metaxa 5* Metaxa 7* Metaxa Reserve Cognac V.S.O.P.

Price (In Euro) 4,50 5,50 7,50 10,00 10,00

Spumante & Champagne Moet & Chandon Dom Perignon Gordon Rouge Brut Veuve Clicquot Cair Rhodes Asti Spumante

Price (In Euro) 80,00 180,00 60,00 90,00 40,00 26,00

27

Craft Marketing Plan

Spumante glass

6,00

After Dinner Fernet Branca Amaretto Underberg Jagermeister Grappa Sambuca Sambuca black Additional pricing info: Bread Dip: 2,40

Price (In Euro) 4,00 4,00 3,00 3,50 3,00 3,00 3,00

What can be derived from the above price status is that the prices are at logical standards, and most of the food (as recommended by the shop itself) is meant to be accompanied by beer. While Craft has invested so much in having quite a variety of food to support the term restaurant that it uses, it only has Craft beer to use. That is another way of promoting its product. Regarding the prices themselves it could be derived that there are some low-price appetizers, possibly for less people so each customer can chose whatever he wants, and for the bigger 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 and asked them whether they would buy Craft beer or not. It turns out that overall, the people are interested in trying out Craft beer. *Refer to appendix for full survey. 7. Implementation Plan
28 Craft Marketing Plan

Being in a test phase of expansion, and making the Craft product reach more markets, Craft has to make a big step in 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 many world-class bands are being housed. Craft has done a great deal to keep communication, and keep track with all the news regarding her both with itself as a company and the people. All the stuff is informed about everything, and much information is stored on its official site on the internet, (craft.gr) which is available to browse in 3 languages. 8. Evaluation and Control Craft values itself as the pioneer in micro-brewing in Greece. They are welcome to competition as they believe it will open the (small number of firms) beer trade even more. Craft so far has achieved its expansion targets and is constantly expanding, slowly in a challenging economy such as Greece.

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References Golden Berets choose Craft [online] http://www.express.gr/news/politismos/152933oz_200904 06152933.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 [Accessed

17/12/2011]

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-ceocraft-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_200904251 60208.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 [Accessed 17/12/2011]79 Drinking beer in Greece [online] http://www.advertising.gr/Article/806/Pinein-mpira-stinEllada/ [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]
30 Craft Marketing Plan

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.p hp3?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 row by investing in Craft, the first and largest microbrewery to operate in Greece. Craft opened back in 1997 with the first and only restaurants-cum-breweries in Greece on Alexandras Ave. and in Halandri with beer production facilities on-site. This innovation brought the microbrewery right into the city
31 Craft Marketing Plan

and literally into direct contact with the public and fans of quality beer. The encouraging response and support of the public for these fresh beers produced on a small scale led Craft to set up a state-of-the-art brewery in Paiania in 2003 to produce and sell quality draft beer at selected cafes, restaurants and bars in Greece. Today it has a network 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. No additives such as fermentation accelerators or foam stabilizers are used, nor are preservatives or other chemicals added. The beer remains alive, pure and flavorpacked because, just like fresh bread from the bakery, it is a natural product rich in scent and flavor; properties that are retained thanks to small-scale production but which, to a large extent, are lost with standardization and the excessive stabilization employed in mass production. To date the company has made investments of over 4 million and expects to report turnover of 3 million for 2007 and 5 million for 2008, while EBT for those periods are 100,000 and 300,000 respectively. Thanks to the capital injection from Attica Ventures the company will commence a new investment scheme of 5.6 million which includes setting up a state-of-the-art bottling plant that can handle 10,000 bottles per hour and modernizing its current industrial beer production facilities. In making these investments Craft is making a dynamic entry to the bottled beer market. Craft's Managing Director, Mr. Emmanuelides, had the following to say about the company's objectives in this regard: "in the beer sector just like the wine sector, and many other sectors over recent years knowledge and the care taken in small-scale production are winning ground and will contribute to an improvement in quality, resulting in new high quality products which stand out from the crowd, and will win the competition battle in the brewery sector." Under current plans Crafts range of 6 different beers will be 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

32 Craft Marketing Plan

Swedish taster, Paul Samuelsson, chose Craft beer as the best Greek beer. (Attica- ventures26 February 2008) 2. Survey 1. Age:
a. b. c. d. e.

<18 - 25 18 25 - 30 25 40 - 30 40 60 - 10 60+ - 5 M - 82 F - 18 Very low - 0 Low -medium - 11 Medium-High - 40 High-Very High- 36 Very High-Epic Drinker - 13 <5000 - 10 5000 - 8000 - 25 8000 - 10000 - 38 10000+ - 27 <50 - 22 50- 100 - 30 100 - 150 - 28 150 - 200 - 13 200+ - 7
33

2. Sex:
a. b. 3.

Interest in drinking beer

a. b. c. d. e.

4. Total Average Household income:

a. b. c. d. 5.

Bottles of beer bought in the past 12 months:

a. b. c. d. e.

Craft Marketing Plan

6. Awareness of beer tastes

a. b. c. d. 7.

Very Big- 20 Quite - 25 A little - 30 No - 25 Daily - 0 Weekly - 15 Fortnightly - 30 Monthly - 35 Rarely - 20 Supermarkets - 52 Online New (ex. Craft)- 21 Small Markets - 10 Breweries Second Hand - 12 Other - 5

How frequently do you go to beer festivals?

a. b. c. d. e.

8.

Where do you mostly purchase your beer from?

a. b. c. d. e.

9.

What would be the most important factors in choosing the ideal beer?
a. b. c. d.

Value/Cost - 18 Quality - 46 Recognized brand name - 30 Convenience - 6 of the following is the most influential when

10. Which

buying a product? (pick one)

a. b. c.

Commentary on the internet - 18 Word-of-mouth - 34 Sales representative - 36

34

Craft Marketing Plan

d.

Advertising - 22

35 Craft Marketing Plan