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Malo pivovarstvo na svetovni ravni postaja vse bolj razširjeno in priljubljeno. Tudi v Sloveniji se razvija in pridobiva na priljubljenosti. Slovenija je prepoznavna kot vinska dežela, pivovarstvo pa zaostaja, čeprav je pivo zelo priljubljena pijača. Z razvojem, promocijo in povezovanjem lahko dosežemo prepoznavnost na trgu, kot tudi dvignemo kulturo pitja piva. Pojavljati se je začelo večje število malih pivovarjev, ki varijo različne vrste piva, se razvijajo ob različnih zgodbah, vse pa druži ljubezen do piva. Svoje pivo ponujajo ožji in širši javnosti. Na tak način želijo dvigniti raven poznavanja piva in kulturo pitja piva. V teoretičnem delu smo obravnavali pojme piva in pivovarstva. Spoznali smo se tudi s primeri iz tujine in pregledali ostalo ponudbo v povezavi s pivovarstvom. Kot podlago za naš izdelek smo uporabili model za načrtovanje marketinškega komuniciranja SOSTAC. Model SOSTAC je sestavljen s šestih elementov: analiza situacije, cilji, strategija, taktika, izvedba in kontrola. Za vsak posamezni element si zastavimo vprašanje, kot pomoč, kaj je potrebno narediti, in na podlagi tega lahko zgradimo celovit načrt. V empiričnem delu smo najprej naredili raziskavo, s katero smo želeli ugotoviti trenutno stanje na področju malih pivovarjev v Sloveniji in pripravljenost za sodelovanje v primeru izvedbe projekta celovite ponudbe. Izdelali smo seznam malih pivovarn v Sloveniji. Izdelek je pripravljen na podlagi modela SOSTAC in sestavljen iz spletne strani in mobilne aplikacije. Spletna stran in aplikacija predstavljata slovensko pivo in male pivovarje ter ponujata možnost obiskov slovenskih malih pivovarn. World’s micro brewing industry is quickly becoming more and more widespread and popular. It is also developing and gaining popularity in Slovenia. Slovenia is mostly known as a wine country, while the brewing industry has been lacking, despite the popularity of beer. Market visibility and beer drinking culture could be raised with development, promotion and networking. The number of micro brewers that are brewing different varieties of beer and creating their own stories, while sharing the love for beer, has been starting to grow. Their beer is available to the selected groups and the general public. Using this method, they want to raise the knowledge about beer and its drinking culture. In the theoretical part, we discussed terms used in the brewing industry. We also looked at some examples of microbreweries abroad and looked through some other offers in the beer industry. SOSTAC marketing planning model guide was used as a base for our product. SOSTAC model is made of six elements: Situation analysis, Objectives, Strategy, Tactics, Actions and Control. For each element, we ask ourselves a question that helps us set our goals. By using this, we can create a comprehensive plan. In the empirical part, we conducted a research, which helped us assess the current status of microbreweries in Slovenia and willingness to cooperate in case of execution of our project. We made a list of microbreweries in Slovenia. Our product is based on the SOSTAC model, website and mobile app. The website and mobile app serve as an introduction to Slovenian beer and its microbreweries and offer visits to the microbreweries. |
