Week 9: Pricing and Distribution
* Marketing Management Chapters 14, 15 and 16
* Case: Mountain Man Brewing Company
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 the East Central region. Customer
Mountain Man targeted clearly on the blue-collar, middle-to-lower income men whose age were over 45. These core drinkers had high loyalty to Mountain Man. Loyal customers purchased Mountain Man even across generations. Brand Equity
Mountain Man relied on its history and status that created an aura authenticity. It was the best-known regional beer in West Virginia and was selected as America’s Champion Lager. The distinctive bitter flavor and slightly higher-than-average alcohol content contributed to the company’s brand equity.
2. Has Mountain Man utilized a push or pull promotion strategy up to this point. What are the advantages and disadvantages of the strategy they have pursued? According to the case, Mountain Man didn’t extend another new product line to respond the new want and need of the market. As a result, Mountain Lion utilized push promotion strategy. Because Mountain Man ‘s customers had a very strong perceived value of the products, it didn’t invest extra money on the market research. The advantage of this push strategy is that Mountain Man could spend less on the R&D expenses as well as marketing costs. Besides, it could focus on the existing product.
On the other hand, because the beer consumption market has changed, more customers tended to buy light beer instead of Lager. Once Mountain Man still stuck on the push strategy and not entered the light beer market...
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