the ages of) to Budweiser while still putting an emphasis on customer retention so that males will still drink Budweiser. Since Budweiser already owns the majority of the market share (how much exactly?)‚ by having women drink beer‚ this can make them the top-grossing beer brand. Considering Budweiser has targeted the male market with their advertisements for decades‚ we have seen an opening to target Budweiser towards women‚ who are in college/university or young
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SWOT Analysis: Strengths Evidence Implications Well-known brand and experience Reputation; known as a quality beer. Enable to meet the needs of the consumers. Reduce take-up risk by customers Easy to convince retailers to stock your beer extensions. Introductory marketing need not create awareness. Possible packaging and labeling efficiencies. Brand loyalty With a rate of 53% in the East Central region. Mountain Man brand loyalty rate is higher than that of competitors (42% Budweiser and
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Mountain Man Brewing Company SITUATION: Mountain Man lager has been a long standing premium beer distributed in the central east since 1925. The company has built a brand image around its blue-collared‚ middle-aged workers by relying on the authenticity of their family owned business to position themselves with their core customers. Recent changes in beer drinker preferences have resulted in a decrease in sales for the first time in the company’s long history. Chris Prangel has returned from
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a quality beer called Mountain Man Lager. As shown in Exhibit 1‚ the Mountain Man Lager was well known as working man’s beer. Its quality taste with bitter flavor and high alcohol content were the value propositions for the products. And the key resources for these features were the special recipe and a meticulous selection of barley. Also the main customer segment for the Lager was blue collar most of whom were low or mid-income working-class man. In customer relationships‚ this beer had strong
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Mountain Man Beer Company (MMBC) was founded in 1925 and the family launched as Mountain Man Lager. By the 1960s‚ Mountain Man Lager’s reputation as a quality beer was well entrenched throughout the East Central region of the United States. MMLC’s single brand product strategy and brand extension market research evaluation: 1. The Mountain Man Lager brand rated as the best known regional beer and won ‘Best Beer in West Virginia’ for its eight year straight.‚ it also won ‘Best Beer in Indiana’
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MK4900 June 23‚ 2014 Mountain Man Brewing Company Case Analysis Situation Analysis 1. Industry “The beer industry in the United States generates $75 Billion in annual sales.” (Abelli‚ 4) Light beer sales have increased at a compound annual rate of 4% over the previous six years. Traditional premium beer sales have also declined annually by the same percentage. The beer industry can be considered a monopoly since large national brewers maintain economies of scale in brewing‚ better
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Mountain Man Beer Company (MMBC)‚ Chris Prangel is considering launching Mountain Man Light as a brand extension aligned with changes in beer drinkers’ preferences. He is seeking to maximize market coverage while minimizing brand overlap‚ and at the same time avoiding any brand equity damage‚ as MMBC’s core consumer segment is significantly different from the new targeted segment. Chris expects to negate declining sales of Mountain Man Lager and capture market share in the fast-growing light beer category
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five forces acts to drive down overall profitability. 1. Competitors In current the main competitors of Tsingtao beer are Budweiser‚ YangJing‚ Blue Ribbon and China Resources Snow Breweries‚ etc. YanJing Beer is the biggest competitors to Tsingtao Beer‚ it has high brand image. After 1999‚ YangJing changed its strategy‚ annex more than 30 beer industries; it was the first chair in beer business in a period of time‚ it entered a period of expansion. China Resources Breweries was founded in 1994 and
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Elodie Campillo Stéphane Dumiot Brunswick Adrien Julien Gravaud Mountain Man Brewing Company: Bringing the brand to light Introduction: Mountain Man Beer’s Success: The United States is the largest beer consumer in the world with the East Central region having sales of 18.3%. Mountain Man Brewing Company is a family owned brewery located in West Virginia that has been strong presence as lager brand in this region since its establishment in 1925. Ever since‚ it has marketed towards
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were conducted. Brewery Vivant is part of the craft brew industry‚ a segment that continues to outpace overall beer consumption. There are numerous brewers within the local community‚ some of whom are growing quite rapidly. This suggests an optimistic outlook for this segment‚ though material costs‚ particularly imported hops‚ can be a risk to profitability. In addition‚ many beer enthusiasts are also home brewers. An examination of Brewery Vivant’s marketing mix indicated that the product
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