Mountain Man Brewing Company is one of many local companies that has been threatened by large corporations. This case focuses on a family-owned‚ local company threatened by decline in sales. The new marketing operations manager‚ Chris Prangel‚ has been faced with the challenge of product innovation to help the company improve sales. The introduction of a lighter beer is the solution Prangel landed on while deciding the company’s future. With many doubts from many company employees including the company
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MMBC is considering introducing a Mountain Man Light beer to attract younger drinkers to the brand. MMBC ultimately would like to reposition the brand to drive sales of Mountain Man Light to young people without eroding the core brand equity. The reason MMBC should consider doing this is because over the previous six years light beer sales in the U.S have been growing at a compound annual rate of 4% while traditional beer sales have been declining annually at the same rate. MMBC has been experiencing
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------------------------------------------------- Mr. Prangel as we all know Mountain Man Beer Company has been in the market over eight decades; manufacturing a beer known for its authenticity‚ quality and toughness. In all these years we have seen many regional breweries vanished by fatal decisions. Mountain Man Beer Company is still standing strong in the market‚ yet it has come the time to make a crucial decision regarding the future of our company. Before I present my recommendation I would like you to know
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considering the production of a light beer for Mountain Man Brewing Company as a way to compensate for the recent decline in sales and increase in the market for light beer sales. How can the production of a light beer appeal to a younger demographic. What about their light beer will be different from competitors. How much is this new product going to cost and how will he go about launching the new product. How long is it going to take before the company begins to break even and then make a profit?
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Business Model Mountain Man Brewing Company was a family-owned business which owned 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
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Rochester Institute of Technology | Mountain Man Brewing Company: Bringing the Brand to Light | Advanced Corporate Financial Planning | Professor Testa 1/23/2012 | | | Objective Complete a NPV analysis to see if Mountain Man Brewing Company should implement Mountain Man Light to its existing product lines: * SWOT Analysis on Mountain Man Lager * NPV analysis for Mountain Man Lager * NPV analysis for Mountain Man Light * NPV analysis on whole company * Strategic Options Background
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Mountain Man Brewing Company (MMBC) was found in 1925 as a family run business and “Mountain Man Lager” is its core product. MMBC was rated as “Best Beer in West Virginia” for years and was selected as “America’s Championship Lager” at the American Beer Championship. MMBC relied on his history and status as independent‚ family-owned brewery to create an aura of authenticity and to position the beer with its core drinkers – blue-collar‚ middle-to-lower income men over age 45. Because of the product
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SYNOPSIS OF ERP PROJECT Radico Khaitan Limited SUBMITTED BY: GROUP-9 Dhruv Gupta 13DM066 Hasan Saif Hameed 13DM076 Jigyasa Gautam 13DM086 Krishnendu P N 13DM096 Milan M 13DM106 1.Introduction 1.1 About the Company Radico Khaitan Ltd today has four millionaire brands in its portfolio. Radico’s flagship brand‚ 8 PM Whisky‚ launched in 1999‚ was a runaway success. In the first year alone‚ it sold one million cases - a record for any Indian or foreign brand operating
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With recent declining sales for 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
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Balanced Scorecard Hugh Grove‚ School of Accountancy Daniels College of Business‚ University of Denver Tom Cook‚ Department of Finance Daniels College of Business‚ University of Denver Ken Richter‚ Product Quality Control Manager Coors Brewing Company By the end of 1997‚ Coors had finished the implementation of a three-year computer-integrated logistics (CIL) project to improve its supply chain management. Coors defined its supply chain as every activity involved in moving production from
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