Mountain Man Light – To be or not to be? The problem: Should MMBC launch Mountain Man Light? Mountain Man brand image: Quality taste‚ competitive pricing‚ higher-than-average alcohol content‚ “working man’s beer”‚ regional loyalty‚ generations in the family business. Customer Base: 81% male‚ 19% female. The large majority of drinkers is between 45 and 54 at 32%. 47% make less than 49.9K/year. The mountain man brand has a loyal following. Why? Grass roots marketing. Off premise consumption. Effective
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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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------------------------------------------------- Subject: Bringing the Brand to Light ------------------------------------------------- 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
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Case Study: Contribution Margin and Variance Analysis By: Sachin Malhotra Student ID:xxxxxxxxx Presented To: Prof. G. Dunning Course: 04-70-256 Section 2 Date: November 28‚ 2008 Explanation of Profit Decline The decline in profits was due to a combination of various market‚ as well as‚ production factors. Firstly‚ the decreased market share was a major cause of the decline in the profits. This was quite surprising for a company that is operating in a growing market. The total market for
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Executive Summary Joseph Schiltz Brewing Company was a United States beer company launched out of Wisconsin in the 19th century. Schiltz was known for making Wisconsin famous because of its original flavor that attracted customers. After the company’s original owner‚ August Krug‚ died in 1856 Joseph Schiltz took over managing the company. Over the next two decades the company grew to become one of the biggest breweries in Milwaukee. Joseph Schiltz died in 1875 because a ship he was on sunk coming
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Mountain Man Brewing Company was established as a family concern in 1925 in West Virginia by Guntar Prangle. The company brewed single-product beer‚ Mountain Man Lager‚ which won “best beer in West Virginia” and was elected as “America’s Championship Lager”. Mountain Man Lager featured quality‚ bitter favor and slightly higher-than-average alcohol content that uniquely contributed to the company’s brand equity. Mountain Man was a local market leader and distributed its lager in several states outside
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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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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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The Mountain Man and American Anguish In the article the main argument is figuring out if a “Mountain Man” is what most Americans where taught to believe. A mountain man is not really what most Americans are lead to believe‚ he symbolizes much more than just a trapper‚ fighter‚ trader and American rebel. He carries the image of how most Americans felt at the peak of the nineteenth century. The author backs up his argument and thesis by explaining how Hollywood has altered the view of what a mountain
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YaeNa Yoon MKT 201 Case Study #1 Mountain Man Beer Company (MMBC)’s representative beer: Mountain Man Lager‚ is made based on unique and old family recipe. The target of Mountain Man Lager is old males who are working class‚ so called blue collar. The taste is bitter‚ and in contains higher alcohol than other brands. Mountain Man Lager was priced $2.25 for a 12-ounce of draft beer in a bar and $4.99 for a six-pack in a retail store. It was sold at the similar price range which premium domestic
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