your beer extensions. Introductory marketing need not create awareness. Possible packaging and labeling efficiencies. Brand loyalty With a rate of 53% in the East Central region. Mountain Man brand loyalty rate is higher than that of competitors (42% Budweiser and 36% for Bud light) Strong associations to Mountain Man Lager Brand Defined as for working-class‚ tough‚ down-to-earth and not ‘corporate’ but local‚ authentic brand with strong heritage. The young would not like to be associated with
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1- What is Chris considering doing and what factors will he have to align to be successful? With Mountain Man Beer Company (MMBC) experiencing recent declining sales for the first time in its history representing a 2% loss in revenue the previous year and prospect of continuous decline‚ Chris is considering launching Mountain Man Light Beer as a brand extension aligned with changes in beer drinkers’ preferences‚ seeking to maximize market coverage while minimizing brand overlap and at same time
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the Mountain Man Beer Company wanted to launch Mountain Man Light‚ a light beer formulation of Mountain Man Lager with the hope of attracting younger consumers to the brand. Chris wanted to do this because:- a) In the previous 6 years the light Beer sales in USA has been growing at compound annual growth rate of 4% while traditional premium beer sales have been declining at the same rate. b) Mountain Man beer’s prime product was Mountain Man Lager
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Situation Analysis A) Internal environment General characteristics: Mountain Man Lager is a family owned brewing company‚ and is known as West Virginia’s beer. Change of CEO‚ as the founder and president Oscar Prangel retires‚ leaving the company to his son Chris Prangel. Due to changes in beer drinker’s preferences‚ the company is experiencing a decline in sales for the first time in the company’s history. Mountain Man’s 2005 revenues are down by 2% relative to the prior year‚ while
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Evaluate the attractiveness of the light beer segment for Mountain Man Brewing Company using the three targeting criteria we discussed in class. The three targeting criteria for points of parity and differentiating are Potential‚ fit and defensibility. Potential means the firm’s ability to tap into market; Fit means the match between the market and the firm’s capabilities. And defensibility means how well company can define its position. Potential: Overall‚ the light beer segment has tremendous potential
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Elodie Campillo Stéphane Dumiot Brunswick Adrien Julien Gravaud Mountain Man Brewing Company: Bringing the brand to light Introduction: Mountain Man Beer’s Success: The United States is the largest beer consumer in the world with the East Central region having sales of 18.3%. Mountain Man Brewing Company is a family owned brewery located in West Virginia that has been strong presence as lager brand in this region since its establishment in 1925. Ever since‚ it has marketed towards
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MOUNTAIN MAN BREWING CASE WRITE-UP Problem Statement: Mountain Man Brewing (MMB) has been successful with only one beer‚ Mountain Man Lager‚ but consumption has decreased. The decrease in sales for this beer has caused a decrease in profits‚ since it is their only product. Mountain Man needs to consider a change in their positioning strategy to increase sales and profits to keep the business successful. Alternative #1: Create‚ promote and sell Mountain Man Lager Light Pros: It gives
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Jeff Dickinson BUS 656 Case Write up #2 Mountain Man Brewing Company Problem Statement Mountain Man Lagers main customer is an older generation‚ blue-collar worker‚ which make up a larger percentage of the sales. In 2005 sales have dropped 2% relative to the prior fiscal year. The cause is from a stiffening competition‚ a market that is maturing and new products. All of these factors are stealing the customers from the Mountain Man Brewing Company (MMBC). The light beer market is starting
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marketing operations of the Mountain Man Beer Company‚ a family-owned business he stands to inherit in five years. Mountain Man brews just one beer‚ Mountain Man Lager‚ also known as "West Virginia ’s beer" and popular among blue-collar workers. Due to changes in beer drinkers ’ taste preferences‚ the company is now experiencing declining sales for the first time in its history. In response‚ Chris wants to launch Mountain Man Light‚ a "light beer" formulation of Mountain Man Lager‚ in the hope of attracting
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Mountain Man Brewing BADM 5400 10/16/2013 1. What is Chris considering doing and what factors will he have to align to be successful? What goal should MMBC (Chris) have? Chris is not happy about the declining sales that Mountain Man Beer Company (MMBC) is beginning to witness for the first time in their history. He wants to reverse the situation and keep the brand a regional leader in the U.S. East Central Region. He would like to launch Mountain Light beer with the hopes
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