Mountain Man Brewing Company | To: | Chris Prangel | From: | 001706975 | CC: | David Nasser | Date: | 3/4/2013 | Re: | Bringing the Brand to Light | Comments: | For the first time in the company’s history‚ Mountain Man Brewing Company is experiencing declining sales in response to changes in beer drinkers’ preferences. Mr. Prangel’s response to this problem is introducing a “light beer” form of the popular Lager. In the past six years‚ the “light beer” industry as increased at an annual
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1. What are the critical success factors for MMBC? What are its competitive advantages? Ans. The critical factors for the success of Mountain Man Brewing Company (MMBC) are: * Brand awareness among blue collar customers * The quality in terms of smoothness‚ percentage of water content‚ drinkability (distinctly bitter flavour‚ higher than average alcohol content) which created a unique brand equity * Branding activities done by MMBC such as establishing an independent sales force to
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Case Summary: Mountain Man Brewing Company. Bringing the Brand to Light: Brand extension. The 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
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1. What is Mountain Man Brewing Company’s positioning relative to its competitors? Mountain Man Brewing Company (MMBC) is a 2nd tier domestic beer manufacturer based out of West Virginia. MMBC is positioned as a leader among local brewers in the East Central region‚ being one of the four regional breweries still operational in West Virginia. MMBC brews only one type of beer – the Mountain Man Lager‚ a dark bitter tasting beer. Target market for the product is middle aged men from the blue collared
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brand equity of MMBC. A: Firmly established brand for 8 decades which commands a large loyal customer base with a legacy factor Attributes like distinctively bitter taste‚ slightly higher than average content of alcohol that were unique to the Mountain Man Lager brand. Packaging of beer that was in line with the product positioning for the blue-collared working class (logo with the design of coal miners) Sticking to the core product of Lager rather than swaying to new emerging markets‚ i.e. maintaining
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* Marketing Management Chapters 14‚ 15 and 16 * Case: Mountain Man Brewing Company Questions: 1. What has made the Mountain Man Brewing Company successful? What is distinctive about MMBC’s product‚ customers and brand equity? Product Mountain Man had high quality product. Those attributes included the smoothness‚ percentage of water content‚ and drinkability. The beer it produced was flavorful and bitter-tasting. Mountain Man had a well-known reputation as quality bee throughout
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Problem Statement: Should Chris Prangel launch Mountain Man Light in order to recoup the declining sales MMBC has been experiencing due to changes in beer drinkers’ preferences and how will he adapt their marketing mix in order to achieve these goals? Key Points: Chris Prangel - an MBA graduate - was set to inherit his father’s business‚ Mountain Man Beer Company. MMBC brewed one beer called “Mountain Man Lager”‚ which was also known as “West Virginia’s beer”. In order to recoup
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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 distribution
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Mountain Man Brewing Company Case Analysis Mountain Man Brewing Company does not want to go another year with revenue lost from Mountain Man Lager. By adding a light beer to the product line it could gain loyalty from a younger crowd and attract more then just the workingman. At the same time he does not want to lose the brand equality that has taken years to create. He is also faced with solid monopolies in the beer world that make it hard to keep up. Chris is faced with a hard decision
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Creative writing is not expected but you should at least be able to put things in to your own words after reading it from the online source. Provide Source: Some hard core data like dates‚ quotations‚ theories and facts cannot be changed. In such cases‚ mention the source and make sure you do In-Text Referencing or mention the source in some form. You can search online on how to do in-text referencing. Most of the academic institutions globally give their teachers access to plagiarism checking
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