Please see excel sheet in Appendix1 for more details 6a. Mountain Man Lager beer has a range of qualities that makes it distinct but the smoothness, bitter flavor, slightly higher alcohol content differentiates it from other beers, without forgetting that it has built loyalty among its customers thanks to its strong appeal to its customer base.
Others thinking out of the box could be line extension to others products segments like bourbon or Scott whisky which are linked to the image of craft and high quality products. They are willing to leverage core brand name obtaining more shelf-space among distributors and retailers.
However they may need to make significant investment in manufacturing location and equipment, or they could start by outsourcing some production to contract breweries.
Yes, the market is currently trending towards light beers and if MMBC does not yield to this signal, it will be left in the past as its market share and gross margins keep on shrinking.
They could also choose to leverage their brand equity through co-branding, licensing and franchising. However, both styles will be kept under the same brand family.
This move should be easier for MMBC using branding. Can it be reduced? However, this type of product line expansion had helped competitors secure more shelf-space, so cannibalization may be minimal and negligible.
Nothing lower than 0. If brand extension is not properly planned providing clear brand identity, there could be the risk destroying the brand image and brands could be diluted, hence losing the core customers.
They should also penetrate more the on-premise location, where distinct flavors are valued, i. Is the budget appropriate for the launch? What market share will Mountain Man Light have to obtain to break even in two years? MMBC is different from its competitors because of its history, its status as an independent, non-corporate and family owned regional based brewery giving it the originality desired by its core consumers.
What other strategic options for growth does Chris have if Mountain Man Light is not launched or is unsuccessful?
Beer consumption has dropped to its lowest since Going nationwide and eventually global, MMBC should attempt marketing to the same core customers but at a national level, this way they still stick to their core, not compromising the product but widen the customer base.
Any budget reduction will directly impact in brand awareness or brand management activities. What is the likely future of competitive brewers? Nevertheless there are marketing tools like brand tracking which provide visibility of brand equity and brand performances in a day-to-day basis facilitating decision-making during the execution of the marketing programme.
These companies try to follow the major players in their product offering and marketing strategies, but fall short on the financial and marketing capabilities. It is required to sell in two years enough Mountain Man Light barrels approx. There could be certain risk of cannibalization, not for the core consumers as they are loyal, but because of distributors.
Demands for these beers are on the rise. More Essay Examples on Brand Rubric Sincethis traditional and regional family owned brewery has cultivated its brand loyalty by sticking to its core customer base, offering to them an attractive product and offering them a brand building product with great price, tradition, local authenticity, quality, and a unique taste.
Any possible cannibalization rate is depending on execution of light beer positioning and campaign execution. Taste, brand image, both deliver cognitive and emotional reaction to the consumers evaluating price and tradition Judgment and Feeling factors respectively creating a resonant brand with high level of brand loyalty and strong relationship with consumers.
The new generation drinkers preferred light beer. S beer share market. What cannibalization rate is reasonable? Describe the market MMBC serves and the beer market in general.Mountain Man. Mountain Man Case Write-up – Marketing Executive Summary: Mountain Man Brewing Company’s (“MMBC”) goal is to increase Net Income to over $ million annually by capturing an % share of the projected age 21 to 27 East Central light beer segment and retaining a % share of the projected East Central premium beer market (Exhibits 3 and 5).
Mountain Man Brewing show more content Analysis of MMBC’s business model requires the backdrop of the U.S. beer industry.
SinceU.S. per capita beer consumption has declined by % due to increasing competition from wine and spirits-based drinks. Is the light version feasible? Possibilities. Yes – 1) Light beer sales represent over 50% of beer consumption in East Central US. 2) 4% annual growth.
With recent declining sales for Mountain Man Beer Company (MMBC), In order for the launch of Mountain Man Light to be successful.
What does it take for the Swatch brand to compete successfully in the watch category today, Should MMBC introduce a light beer?
Is Mountain Man Light feasible for MMBC? 6. Should MMBC launch Mountain Man Light? %(3). Mountain Man Brewing Company - View presentation slides online. Branding and Marketing Communications.
A group assignment for class discussion.
Feel free to give your opinion and rate. Search Search. IS MOUNTAIN MAN LIGHT FEASIBLE FOR MMBC? FEASIBILITY OF 5/5(5). 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.Download