O.z. Beer Room
Pedro Perez
Marketing Management
Professor Lynne Pryor

Introduction
O.z. will be a brewery mixed with a food truck experience located in Midtown Miami, FL with a rapidly emerging brand and growing customer base. O.z. will provide its customers with a mixed selection of food truck cuisine. In addition to offering different food varieties Oz. will offers something new to the South Florida area a brewery and beer tasting room where each individual can pour their own beer selection.
O.z. will brew their own signature beer as well as offer beers from several microbreweries from across the country. The beer tasting room allows customers to enter the room and be issued a charge card. This card will allow the individual to sample different tapped beers in the tasting room. The individuals can a taste, half mug or full mug of the beer they choose. Next to every tapped beer there will be a description of the beer. In the beer room there will also be a brew master who can assist any client with questions. O.z. will have over 200 beers on tap that customers can taste and pour themselves.
This new style beer room will attract individuals looking for good times at a reasonable price. It will reinvent the way beer drinkers experience their beers and offer diverse food selection for any individual.
Market Analysis
An issue that O.z. faces is that this would be a new venture in the Midtown, Miami area. There are several wine tasting rooms in the Miami, Florida area but a beer tasting room is a whole new experience to the area. Therefore, predicting how the idea will attract individuals is going be difficult.
Macroenvironmental factors are uncontrollable factors that will influence the company’s strategies and performace. O.z. will be located in the area of Midtown Miami, FL. This area is a centrally located area of Miami with new residential and commercial developments being constructed. It is located right in the middle of downtown Miami and Miami Beach. This area is currently has inexpensive rent for a big space and caters to a bohemian artistic type population. Taking into account the demographics of the area where O.z. will be located, the company will focus on catering to a young crowd and provide food and beer at and affordable price for them to afford.
Because O.z. will also have food trucks, it is capable of also attracting foodies to the establishment. The other bars in the area do not offer food, which gives O.z. a competitive edge over the other bars. This is an opportunity to offer customers a bar environment where they do not have to leave the facility to eat.
The main market for O.z. will be men and women from the ages of 21 to 35. The median income for individuals under 25 in the area is $21,360 and for individuals between the ages of 25 and 34 is $34,511. Taking into account the median income, O.z. will focus on offering daily specials and happy hours to be able to attract individuals from the local age group. The majority of the population living in this area is single; therefore, the majority of customers will be single individuals. O.z. will offer family days on Sunday so families have the opportunity to experience the beer room in a more family oriented environment.
The warehouse style bars are growing fast in this area. The music and art festivals in the area bring in people tend to leave after the event is over due to the lack of entertain businesses in the area. There are currently other warehouse bars start ups in the same area; however, they are not a self-pouring brewery and food truck establishment.

IMC Objectives
Three specific target markets can be identified for the Midtown Miami area. The table below targets the customer markets, their needs and the benefits that O.z. provides to fulfill those needs:

Target | Customer Need | O.z. Benefits | Young, single customers | * Affordable meals and drinks * Vibrant atmosphere | * Daily meal and drink specials * Student night * Locals discounts | Local artists and musicians | * Art friendly ambiance * Space where they can exhibit their work | * Art exhibits * Live music | Beer enthusiasts | * Large craft beer selection * Beer/food parings | * Beer tastings * Pour your own beer * Brew your own beer workshops |

SWOT Analysis
Strength: The Midtown Miami district provides a variety of pedestrian activities, which include live music, art galleries and art festivals. Since there is a limited amount of bars and restaurants in the area O.z. will provide individuals the opportunity to enjoy this area long by providing refreshments and food for the crowds.
Weaknesses: A self-tasting brewery offers food truck cuisine is a new endeavor for this area. The weakness therefore is not known to this type of business in the area due to the lack of similar businesses in the area.
Opportunity: There is plenty of opportunity for growth with this type of facility. Due to the large concentration of artistic individuals living in the area there is plenty of opportunity to expand our venue by allowing artist to have exhibits in our space and musicians to play for our customers
Threat: The Midtown area is a new nightlife area in Miami, Florida for this reason rent is inexpensive. However, a threat can be the sustainability of the crowd being targeting in that area and how many more competitors will enter the market due to the new business opportunity. This can make the market saturated and decrease possible business. Due to these factors the competition in the area may grow rapidly.
Competition
Competition in the Midtown area is any bar that offers affordable drinks and food that caters to the bohemian artistic crowd. Three competitors that rare well established Brick House Wynwood brewery and Prohibition. Brick House and Wynwood brewery are bars. Prohibition offer’s food and drinks while live bands play for their customers. These are the main companies which provide food and drinks service in. O.z. would essentially offer similar services as the other competitors O.z. targets a crowd people who love beer. None of the local competitors serve a large variety of beers. This factor will help distinguish O.z. from the other local businesses.

Services
Midtown is very busy with pedestrians due to the arts and live music scene. There is however very few places one can go eat an art or music show. Due to this after an event most individual leave the area after a show to eat and drink somewhere. Being a new spot on the block offers O.z. a competitive advantage because people are always curious to try something new. The new idea of a self-pour beer room will be innovative and attract new clientele in the area. Many individual might stumble in simply because they are curious.

Success
Factors to make O.z. successful:
1. Visibility: O.z. will be located in an area that is heavily pedestrian heavy. New customers will be curious to walk in.
2. Demographic appeal: Midtown has a high concentration of artists and musicians. O.z. will include art shows where local artists can display their work and also have live music venue where local musicians can play for guest to enjoy.
3. Versatility: O.z. will offer a multitude of food truck varieties to cater to all individuals. The food truck will be in a separate the courtyard of the beer tasting room.
The beer room will have a stage and plenty of space for artist to display their work and local musicians to come and play.
Critical Issues
O.z. get its services to the consumer by being visible in a good location. The location will be the main vehicle for attracting customers. O.z. will also use media sources such as Miami New Times to advertise and participate in culinary events such as Miami Spice in order to attract new customers. O.z.’s website will include a monthly calendar that will inform customers of any events such as art showings, local bands, happy hours and more. Most importantly O.z. will use its own customers to attract new business through word of mouth.

Communications Strategy Plans
O.z. will serve as a versatile space where customers can enjoy a variety of food trucks, drink, music and art. Providing these 4 workings will attract the interests of the Midtown Miami demographic. The environment of the brewery & food truck location will be geared towards individuals in the 25 – 35 age range, which are the largest age range in the area. Providing a versatile space that includes all the different components mentioned will give O.z. a competitive advantage over the local competition. Marketing strategies such as establishing loyal customer programs and advertising for the company’s venders will be used. For example, all frequent customers can have a loyal customer card in order to receive discounts. O.z. will also partner up with vendors such as having “Sam Adam’s Sundays’” as well as other breweries and beer festivals in the area to attract a more diverse customer base.

Traditional Media
O.z. will be utilizing the services of local publications such as posting ads on The Miami New Times newspaper where all local events advertise. Flyers and posters around the Midtown Miami area will also be used. O.z. will partner up with a new local radio station 90.5, which is the station of the University of Miami, which is geared towards, and artistic, bohemian culture.
Internet
O.z. will also provide a website with a list of all our beers on tap. The website will all list the food truck schedule. All the art shows, bands playing in the venue and upcoming festivals will also be listed on the website. Our website will be and extension of our business to increase customer satisfaction. Customers will be able to reserve tables in our venue through the website. The website will also offer accessibility to everything O.z. has to offer its customers. The website will host a blog so foodies and beer drinkers can make recommendations and discuss among themselves. Links will also be provided on are website of the artist may be displaying their art in our venue space. The site will provide the opportunity for musician’s who have performed in our venue to sell their albums. The overall purpose of O.z. website is to provide better customer services by establishing better relationships and increasing overall sales.

Direct Marketing & Sales Promotion O.z. will provide direct marketing to all of it customers by providing sales promotions and discounts to it current customers. We set out to use a discount system where customers can have an I.D. to accumulate points. These points can be used either to sample new beers, such as a flight of beers or to consume a whole beer. This points system will increase sales and also be a promotional tool for our existing customers and our potential new customers. O.z. will have direct sales promotion by hosting a happy hour everyday of the week. All drafts beers will be two for one and our beer flights will be buy on get the next half off. This will help attract individuals to our business by providing discounted drinks along with a vibrant ambiance. Market Objectives
Since O.z. is endeavoring to penetrate a new market, the marketing objective will be to achieve a steady increase in market penetration. O.z. will also attempt to develop its market base each quarter by continuously adding and reinventing loyal customer programs and expanding the space’s resourcefulness. Within the first year, O.z. will open its brewery and start hosting local art and music shows. Allowing for flexibility of the space will allow expanding our customer base and sales. O.z.’s second year. will continue on growing its resourcefulness by hosting beer tasting events and beer making workshops.

Financial Objectives
O.z. financial objectives will be fairly aggressive from the food truck/bar market perspective. These will be aggressive, yet achievable objectives for the first year of market entry. The following are O.z. financial objectives: 1. Obtain a 25% return on investment within the first year. 2. Increase profit margin by 5% each year thereafter. 3. Maintain a development budget for future expansion or the opening of other locations in the South Florida area.

Target Markets The media that will be used to reach the target markets will be printed, online and word of mouth. Printed ads in local publications, flyers and posters will be used most frequently. The market that O.z. is attracting frequents visits the Miami New Times website or reads the publication in order to find out what new events are taking place. According to a senior analyst at Mintel, “Craft beers have increased in popularity in the past five years. Craft beer is most popular with the 25 to 34-year-old crowd, so manufacturers would be wise to target this demographic and educate them more about artisan beers.” The 25 to 34 year old age range is right within the demographic of the Midtown Miami area. This age group is in the process of entering the professional market, starting a family or trying to make it as a rising artists or musician. The target market for O.z. is individuals who are young and looking to have a good time, on a budget. O.z. will cater to this specific need. The young adult market size in the Midtown Miami area is fairly large. The majority of the residencies in the area are all rental apartments where young single artists live. The life style of this particular region is a very eclectic life style. For this reason, O.z. will hosts local musicians and artists from every walk of life. O.z. will be a very interactive environment.

Conclusion The opinions that many individuals have about craft or artisan beers is that they are a luxury and expensive. O.z. will be able to introduce affordable prices to the craft beer market. Many of the micro-brews that will be sold at O.z. will be from near-by, local or up-and-coming breweries. This way, O.z. will be able to offer affordable craft beers and still be able to make a profit. In order for O.z. to stay competitive in the Midtown Miami area pricing strategies are key in order to maintain a position in the market. O.z. also offers a uniqueness that no other local Food truck/bar has. “Artistic affordability” will be the company’s brand identity. In order to reinforce that identity, O.z. will offer a free craft beer to every patron on “Local Artist Night.” O.z. is clearly offering a service. Services are not tangible; therefore, O.z. will focus greatly on customer service. Maintaining the customers happy will keep them coming back.

References

Frisch, Eleanor. http://www.foodservicewarehouse.com/restaurant-equipment-supply-marketing-articles/restaurant-marketing/top-10-restaurant-marketing-ideas/c28069.aspx Mintel Oxygen Reports. Chicago. December 2010. http://www.mintel.com/press-centre/press-releases/641/craft-beers-bubble-over-in-popularity On Board. 2007. http://homes.point2.com/Neighborhood/US/Florida/Miami-Dade-County/Miami/Midtown-Demographics.aspx “Restaurant Industry – Facts at a Glance,” National Restaurant Association. http://www.restaurant.org/research/ind_glance.cfm January 2009.