Mountain Man Brewing Company

Topics: Brand, Brand management, Branding Pages: 3 (681 words) Published: June 28, 2013
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 capture the market in off-premise locations * Very high sole brand loyalty rate of 53%

The competitive advantages are:
* Top in the market for the past 50 years in the eastern region with a brand image of West Virginia’s best beer * 75+ - year-old brand with a loyal, blue-collar clientele * Single product targeted at blue collar workers above 45 years old creating a brand awareness as a quality brewers from the very early times as 1925

2. Elaborate on the factors influencing brand equity of MMBC. Ans. The factors influencing brand equity are:
* Independent, family-owned brewery creating a connection with consumers who don’t trust ‘big business’ * Distinctive taste giving the impression of being for blue collar workers * Higher alcohol content making it preferred among older men * Image as a regional beer among consumers in Eastern region * Produced by a company established for over 75 years

* Age distribution of consumers

3. In spite of strong brand equity, why did MMBC faced decline? Ans. MMBC faced decline because of:
* Increasing competition from wine and spirit based drinks * Selling beer at discounts at retail stores by other brands * Shrinking target demographic due to aging
* Growth of light beer category that has been gaining market share at the expense of normal beer * Younger drinkers from 21 – 27 years prefer light beer to premium beer and consume more per person * Brand awareness was high...
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