Brew Crafters Brew-on-Premise A Promotional Plan Designed by: Doug Herzog — Presentation Detail — Celebration of Scholars

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Additional Information

More information is available at carthage.edu/celebration-scholars/. The following are members of the Research, Scholarship, and Creativity Committee who are eager to listen to ideas and answer questions:

Jun Wang
Kim Instenes
John Kirk
Nora Nickels
Andrew Pustina
James Ripley

Brew Crafters Brew-on-Premise A Promotional Plan Designed by: Doug Herzog

Name: Douglas Herzog
Major: Marketing
Hometown: Palos Park, IL
Faculty Sponsor:
Other Sponsors:
Type of research: Senior thesis

Abstract

Brew Crafters Brew-on-Premise is a sole proprietor entity that enables consumers to learn the science and luxury of brewing their own beer. Consumers will have the chance to learn the simple steps of brewing and then brew their own beer, bottle it, and label it for their own personal enjoyment.

Brew Crafters is now in its development stage and requests that a marketing promotional plan be active before its premier opening in 2015. The purpose of this promotional plan is to encourage consumers to be active in the craft beer and home brewing industry. The Craft Beer industry increased by 1% each year since 2009. It went from 5% market share to 9% of the beer market.

The plan is based on secondary research that consists of trade publications and industry reports. Also, there is primary research from a customer survey.

The projected outcome of this plan is the development of supporting materials for the use of informing consumers about the brand, the creation of a social media program, and the building of a strong brand image.