marketing plan monday 19,12,11

8/3/2019 Marketing Plan Monday 19,12,11

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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

1Craft Marketing Plan


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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)


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

marketing plan monday 19,12,11

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