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Copy of Background and History

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by

aziz nurov

on 19 March 2014

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Transcript of Copy of Background and History

Most quickly growing industry


10% growth each year in most of Europe

Future out
Quality replacing quantity
The new Trend of the Beer Market
New markets for craft beer
Sori is currently gathering
investments through
C
rowd funding
The goal is to raise
600.000 euro

No debt needed
Sori Brewing plans to expand to the Dutch market in the 3rd operating year
The planned revenue for the 3rd year is 2.000.000 € in total
15 % of the revenue (300.000) is planned to come from the Dutch market
The expected profit margin is 49%

come
Largest Independent Brewery
Natural
Ingredients
68 producing beer companies
22% Market share of microbreweries
High import of beer products
Sori is planning to export to the Netherlands
Bilingual country
Open culture

173 beer producing markets
25% Market Share of microbreweries
Drop of beer consumption
Change of consumption

Original &Innovative
recipes





Unique flavor

Fairtrade Responsability: Organic ingredients

Mission

To produce quality beer and seek perfection
Values

Independence, quality and innovation



Craft beer start up from Finland
Founded by Three entrepreneurs
from Finland
Planning to start the production
in early 2015
Crowd funding
Production in Estonia
1/12
1/12

8/12
10/12
10/12
10/12
3/12
2/12
6/12
6/12
Little bureaucracy
Labor law given by government
Free trade, no barriers (EU)
Stable inflation
High GDP
Low tax on revenue
High representation of target group
Bilingual language
92,5% have access to internet
Highest social media usage
Low corporate tax



4/12
12/12
7/12
Beer it’s positioned in Dutch market,
as an everyday drink but also a special ocasion product

Consumed mostly by males
but Women are the new market

7/12
Beer is being presented
in advertising
as a drink
for relaxation
7/12
5/12
11/12
11/12
by Eline Snick
Inês da Câmara
Johanna Bock
Aziz Nurov
Antti Kallio
Ilhan Demir
Nils Angelmann
Humanity
Provocative Brand
High Quality
Lifestyle

Promotions

Brands Loyalty

Planned Shopping

Time&Place Routine Shop

Purchase Power
decreasing

Slowly Crisis Effect
Sport Association

Culture Bound


Alone
Coffee or Bar with some friends
How can below the line reduce cost campaigns generate WOMM and profit?
GIVE IT A TRY!
Serious Beer for Not So Serious People
Merchandising
Advertising
Guerrilla Marketing & Social Media
Packaging & Sales Point Actions

Informal Interviews to Dutch people
OECED
EuroMonitor



25-45
A & B
"The Wealthy Hipster"
The different
New experiences and feelings lover
Irreverent people





Beer Enthusiastic
Trendy and Global Citizen
The Premium Beer near the consumer

Differentiation Strategy

Quality, Involvement, Originality, Trust
Sori Year Round Series
Oak Porter
West Coast IPA
American Black IPA
Wake me up (before you CoCo)
Weird Nordic Market Series
Rye Saison
Witbier
New Zealand Pale Ale
Thirsty traveler series
England: Brown Ale
Finland: Sahti
Same price as the biggest competetitors

3€

Same Price More Quality More Experiences
Cafes, Trendy Bars and Restaurants
Gourmet Groceries
Amsterdam & Rotterdam

E-Commerce
"Refresh" Billboard
and Contest
Sté Aromaz
Give it a try ( to be Royal)
Sori Ambassadors
Sori/Sorry

Packaging
Tasting & Sampling in Bars, Restaurants
Full transcript