...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 West Virginia. By 2005 Mountain Man was generating over $50 million in revenue with over 520,000 barrels of Mountain Man Lager sold. However, Mountain Man had been facing serious challenges. Its revenue was encountering a 2% yearly decrease in 2005 as it faced fierce competition. Light beer was sweeping the beer market and gained 50.4% of volume sales in market share in 2005. Thus, the objective of Mountain Man in this case study is to increase sales revenue by moving into the light beer market. Chris Prangel, son of the company’s owner, hoped to achieve three goals in his marketing campaign: 1.) To produce a light beer in the hope of attracting younger drinkers to the brand; 2.) To sustain the core brand equity of Mountain Man Lager; 3.) To maintain a steady share of its market segment by regaining the 2% annual loss. Mountain Man’s revenue was declining as it faced new products, which threatened to steal its customer base. However, Mountain Man met difficulties to make changes...
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...| | | Study of Mountain Man Brewing Case | Student Name Institution Name Date By the year 2005, the barrels that mountain man lager sold were well over 520,000 barrels. This translates to the brand receiving revenue of slightly above $50 million. The beer also holds a respectable market share and a top market position in West Virginia for a period of 50 years and also the states it is distributed in. the revenues recorded however were 2% less than the revenues that had been received in the previous year. But despite this decrement, the company still managed to register profits. The company is also experiencing trouble trying to maintain its own sales in the premium beers segment due to increased competition from the larger companies. But due to the increasing changes in the demographics of the drinkers’ alcohol consumption. The young drinkers who are between the ages of 21 – 27 years are spending twice as much on alcohol that those aged over 35 years. The company’s profitability in the next five years may increase. This is because the young consumers are the working class division and they are the target consumers for the beer. So by 2010, the drink may have regained its status in the market share and hence an increase in the profits. MMBC has used its brand supremacy to influence consumer buying traits. Their brand has played the most significant part in the decisions they make while purchasing beer. Some of the deliberations that customers make when selecting their...
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...Mountain Man Brewing Company Mountain Man Brewing Company (MMBC) also known as “West Virginia’s Beer”. MMBC developed its brand equity as a symbol of toughness, authenticity, quality and uniqueness this with several other factors made MMBC successful. This legacy was started by Guntar Prangel in 1925 when he reformulated an old family recipe with quality ingredients. Brand Equity is defined as the $$$$ value contained in a specific brand. High alcohol content that appealed to the blue collar market along with these specific factors added to MMBC brand. It caters to regional tastes (dark, bitter). MMBC also has class cachet (it’s a miner’s beer) it’s family-owned, it’s perceived as being high-quality and it’s a legacy product. People seem to drink Mountain Man as a way to connect with past generations of their family. Brand played a critical role in beer purchasing decision. The promotion of MMBC was done by accentuating its dark color by packaging it in a brown bottle, with its original 1925 design of a crew of coal miners printed on the front. Mountain Man Lager was priced similarly to premium domestic brands such as Miller and Budweiser but below specialty brands such as Sam Adams. MMBC used its own sales force to focus on off-premise locations (liquor stores or supermarkets) with much success. Blue collar males purchased 60% of the beer they drank at these off-premise locations. The decline in MMBC was due to changes in beer drinkers preferences. This decline was happening...
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...Analysis Calculations 11 Exhibit 4 – MM Lager Cannibalization Calculations 12 Exhibit 5 – MM Light Marketing Strategy 15 What is the current situation? Mountain Man Brewing Company (MMBC) is a family business founded in West Virginia in 1925 by Guntar Prangel. The company is now operated by Guntar’s grandson, Oscar. Oscar’s son, Chris, is slated to inherit the business in five years when his father retires. Mountain Man (MM) Lager is the flagship product and the only beer currently produced by the company. The recipe for the lager was based on a refined family recipe and is known for its flavorful, bitter taste. By the 1960s, the lager had established itself as a legacy beer with a rich history, and the company continues to maintain its independent, family-owned status which appeals to its core drinkers. By 2005, the popularity of MM Lager in the East Central region of the U.S. had grown to generate revenues of just over $50 million, and the beer held the top market position among lagers in West Virginia. MM Lager won “Best Beer in West Virginia” in 2005 for the eighth year in a row. What has made MMBC successful & distinguishes it? MMBC has enjoyed success because of several factors. Although it is a regional brewer, it has superb name recognition. A recent study showed that Mountain Man Lager was considered by many to be West...
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...Case Overview/Selection/Assignments BrandScape Dates and Assignments Because of the tight seven-week scheduling of this course, we need to arrange for teams and team assignments for both the BrandScape and Case Assignments right away. To facilitate this process, the assignments and dates are outlined here. Please, as soon as is possible, sign up for the BrandScape date as well as the case of your choice. Please indicate your team by name, names of all team members, and your preferences with #1 (Most Desired) through and including - #5 (Least Desired.) If you’re not yet on a team, please let me know, along with your preferences. I’ll try to accommodate preferences as much as I can. (On the other hand, I will need your forbearance, because it usually is not possible to give everyone their first choice.) Team Name: _______________________________________________ Team Members:____________________________________________________ _____________________________________________________________ BrandScape Dates/Assignments. (Be Sure to check the brand you select with Dr. Oliva) BrandScape 1, Wednesday, November 7, 2012 Preference # _______(1Most Desired-5 Least) BrandScape 2, Monday, November 12, 2012 Preference # _______ BrandScape 3, Monday, November 26, 2012 Preference # _______ BrandScape 4, Monday, December 3, 2012 Preference # _______ BrandScape 5, Monday December 10, 2012 Preference # _______ BrandScape 6, (7) Wednesday...
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...MOUNTAIN MAN BREWING COMPANY Bringing the Brand to Light CASE STUDY ON BRAND MANAGEMENT AND PRODUCT INTRODUCTION Mountain Man a well-known brewing company is planning to introduce a new product line of beers. This case analysis and decides whether Mountain Man should go with its product introduction or not considering its financial health and brand value. Narendhiran S 2012H149236P 1. INTRODUCTION Company: Mountain Man Brewing Company is a family owned brewery located in West Virginia, established in 1925.Mountain Man brewed only one beer Mountain Man Lager also known as “west Virginia’s Beer” and a “Working man’s beer”. The company is experiencing a decline in sales by 2% due to changes in the preferences of beer drinkers. Present Position in the Market: Product – Mountain Man Lager, Bitter flavoured beer with slightly higher than average alcohol content and darker color. To accentuate its dark color, the beer was packed in a brown bottle, with its original 1925 design of crew of coal miners printed in the front. Mountain Man’s main differentiation from its competitors is its product. Price – Mountain Man Lager was priced similar to its competitors. Its price is $2.25 for a 12 ounce serving draft beer in a bar and $4.49 for a six-pack in a local convenience stores. Place – Their primary market was in East Central Beer Region – Illinois, Indiana, Michigan, Ohio and West Virginia. MMBC’s beer is mainly sold in liquor stores and super markets. Promotion – MMBC did not...
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...Mountain Man Brewing Company! ! Case Study! ! ! Group Eleven ! Olusegun 9286 | Saranya 9290 | Omolola 9734 | Janet 10033 | Joseph 8605 ! SITUATIONAL ANALYSIS AND RECOMMENDATION Situational Analysis Mountain Man Beer Company (MMBC) has been a huge Success, and for the first time, the company is experiencing decline sales. It was discovered that Drinker’s preferences and taste change to light beers, and the company needs to take on a different approach to spark the sales. Most especially in the customer segment of the younger drinkers, and they were identified as the key customer segment, aged 21-27, and accounted for more than 27% of the total beer consumption. 42% of the light drinker’s were also woman. These particular customer segments are getting their preferences from other competitors of Mountain Man beer Company, which lead to the 4% decrease in the sales of Mountain Man Beer. Faced with the Prangel legacy and inheritance of the company, Chris Prangel, thinks that launching a light beer will attract a younger market segment. Others on the MMBC management team currently challenge this because they think that a light beer may stray away from the current brand strategy. The MMBC management team also feels that launching a light beer would be very expensive and could hurt Mountain Man’s key customer base and brand equity created through a grass roots and word-of-mouth marketing mix. ! Analysis of Threats and opportunities If Chris...
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...Case Study: Mountain Man Brewing Company Situation/Background Analysis: Mountain Man Brewing Company (MMBC), located at West Virginia State, was a family-owned beer company, which possessed respectable market shares in the Central East beer region of the United State. Thanks to the unique bitter flavor and the high quality of its only product -- Mountain Man Lager, which was selected as the “Best Beer in West Virginia” and “America’s Championship Lager” recently, the small company gained a national well-known reputation and therefore was able to survive in the fierce competition of the U.S beer market. In addition, the core customers of MMBC, baby boomers, blue-collar, middle-to-lower income and mid-aged men, still shared their ultimate loyalty to the brand and formed a stable, large portion of annually profits to the company. In spite of all the strengths above, in 2005, the company encountered the first decline on products sale during its 80-years history. Based on market researches, the company believed that this decline was induced mainly by two reasons: 1. Over the past 6 years, the traditional premium beer segment to which MMBC belongs had shrunk, due to the growing light beer segment. 2. Mountain Man Lager, as MMBC’s core product, is not popular among younger drinkers who constitute the vital consumer segment for beer companies. Such a decline became a clear alarm to the MMBC management team after the company had seen so many other regional breweries disappear in the...
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...Mountain Man Brewing Company (MMBC) Case study 1. What has made MMBC successful? What distinguishes it from competitors\ * Brand Loyalty * Older working class, blue collar * Effective marketing * Sales team - "Grass roots" marketing * 70% consumed at home * higher alcohol % * 2. What has caused MMBC’s decline in spite of its strong brand? Think in terms of the beer market in general, as well as the market MMBC serves. * Alternate beverages * health concerns * tax increases * Consumer changes/shift in tastes towards light beer * Limited distribution channels -shelf space * very competitive industry and capital intensive * 3. Should MMBC introduce a light beer? What are the pros and cons of doing from a qualitative perspective? Pros - * Gaining younger demographics * Diverse product portfolio * May be MMBC could create a unique Light beer Cons - * Alienate existing customers * Dilute the existing brand equity in terms of image - particularly the brand stands for Lager with higher alcohol % * Decrease/ cannibalize shelf space. * More expensive to produce * Light beer already has a strong presence. Finally, if they go with light beer with a different brand name, then think about financing - new brand, additional advertising Conclusion The launch of a new product is always going to be a risk, but...
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...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? Reasons why MMBC has been successful: * MMBC used their history and status as an independent family owned brewery to enhance the feeling of authenticity of their brand, which resonates with its core drinkers – blue collar, middle to low income men over the age of 45. * MMBC has very high brand awareness – in a recent study, MMBC Lager was rarted as the best known regional beer, unaided response rate of 67% from the state’s (WV) adult population * There is also a high perception of quality with MMBC Lager * MMBC has won multiple awards: * In 2005, won “Best Beer in West Virginia” for the 8th year in a row * In 2005, won “America’s Championship Lager” at the American Beer Championship What is distinctive about MMBC’s: * Product * Smoothness and drinkability * Distinctive bitter flavor * Slight higher than average alcohol content * Bottle also enhance overall image of product * Original 1925 design with coal miners authenticity and history * Brown bottle accentuating the beer’s dark color taste, ‘strong’ * Customers * In stark contrast to other domestic beers, drinkers of Mountain Man Lager skews heavily towards male, 81% compared to 58% for domestic light beers and 68% for domestic premium beers * Drinkers...
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...Rochester Institute of Technology | Mountain Man Brewing Company: Bringing the Brand to Light | Advanced Corporate Financial Planning | Professor Testa 1/23/2012 | | | Shaun Levine Ranjan Maitra William Weintraub Taylor Wold Objective Complete a NPV analysis to see if Mountain Man Brewing Company should implement Mountain Man Light to its existing product lines: * SWOT Analysis on Mountain Man Lager * NPV analysis for Mountain Man Lager * NPV analysis for Mountain Man Light * NPV analysis on whole company * Strategic Options Background Guntar Prangel founded the Mountain Man Beer Company (MMBC) in 1925. Mr. Prangel had reformulated an old family brew recipe using a meticulous selection of rare, Bavarian hops and unusual strains of barley, resulting in flavorful, bitter-tasting beer which the Prangel family launched as Mountain Man Lager. By the 1960s, Mountain Man Lager’s reputation as a quality beer was well entrenched throughout the East Coast region of the United States. It was February 20, 2006, in the New River coal region of West Virginia. Chris Prangel, a recent MBA graduate, had returned home a year earlier to manage the marketing operations of the Mountain Man Beer Company, a family owned business he stood to inherit in five years, when...
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...Many factors have shaped our knowledge of the Upper- Paleolithic age and beyond, we have even made discoveries that have changed everything we once thought we knew. Some of the most amazing discoveries were the findings of the Windover people, Kennewick, Cheddar, and Otzi. These findings have changed our perspectives of the Stone Age, and of how ancient peoples lived their lives. In Central Florida about 168 bodies were found in an ancient burial ground. The bodies were able to be preserved due to the peat- bottomed pond. Although these bodies are skeletons, they were so well- preserved that over half still contain brain matter. The discovery of these people changed our thought about how the ancient people lived. We once believed that the communities would get rid of the weak and ill people that could not contribute, but that is not so and the truth is quite opposite. A boy with Spina Bifida was discovered to have lived until the age of roughly 15. An exposed spinal chord would seem impossible to survive with, yet somehow (with little to no medicinal knowledge), these people kept him alive for all those years. A little girl was also found buried with her belongings such as a rattle which shows they wanted her to always have her favorite toys with her. These acts show that the Windover people were actually a very strong and caring community. We also used to believe that most ancient people were always on the move following their food, but these early Floridians were stable...
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...Contracts Case Study: Property Martha Sparks April 19, 2013 Introduction In this case study, Barney is a client that running into an extreme case of misfortune facing several issues that must be resolved in court. The issues will be outlined below with information to help properly set Barney's expectations of his upcoming battle to keep his possessions. I have grouped the issues based on the calls listed to the attorney in the case study. Issue #1 - mountain property that is currently in process of foreclosing includes a squatter Barney is on his way out to his mountain property to do some fly fishing when he was welcomed by a hostile participant. Barney tried to explain that he had the deed to prove the property belonged to him. The hostile participant responded by saying he had lived on the property for some 20 years and that it belonged to him. According to "North Carolina General Assembly" (2013), "No action for the recovery or possession of real property, or the issues and profits thereof, shall be maintained when the person is in possession thereof, or defendant in action, or those under whom he claims, has possessed the property under known and visible lines and boundaries adversely to all other persons for 20 years..." (1-40. twenty years adverse possession). According to "Court of Appeals of North Carolina" (2013), “the claimant must show actual, open, hostile, exclusive, and continuous possession of the land claimed for the prescriptive period” (para. 12). Ernest...
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...November 2010 Missouri Mountain Lions Return: Can the State Support A Breeding Population? One hot wildlife question being debated in coffee shops, sporting goods stores, and Internet chat sites across Missouri goes something like this: “Do we have mountain lions here or not?” The short answer is yes, sometimes. But we have far fewer than rumors would lead you to believe. What we do not have is any evidence of a viable, breeding population of mountain lions in Missouri. As a result, the Missouri Department of Conservation has changed the state classification of the species from endangered to extirpated. An extirpated species is one that is considered extinct as a viable breeding population from a portion of its historical range. The Conservation Commission has determined that, based on considerations of human safety and risk to livestock, it is undesirable to have a breeding population of mountain lions in Missouri. Therefore, the Department of Conservation will not encourage the species to reestablish itself in the state. Despite rumors, the Department has never stocked mountain lions and will not do so in the future. Although mountain lions, sometimes called cougars, pumas, panthers or catamounts, were common in Missouri and elsewhere in the Midwest prior to European settlement, they were eradicated during the 19th century. As the countryside was settled and developed, the large predators were shot. People also killed almost all of the deer, the mountain lions’ primary food source...
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...DISCUSSION BOARD FORUM 3 CASE STUDY Topic: Property Barney has finally decided to retire after many years on the job as a deputy in a small North Carolina town and as a detective in the “big city” of Raleigh, NC. Though Barney sometimes appeared to be a bumbling law enforcement officer, it turns out that he was a dutiful saver and a shrewd investor who now owns an interest in a second home on the North Carolina coast as well as some prime real estate in the North Carolina mountains. Barney purchased the mountain property some 31 years ago as joint tenants with a right of survivorship with his old friends Andy, Floyd, and Howard. All of the friends have passed away, and Barney has not been back to the property in more than 20 years. Andy had apparently indicated in his will that he was leaving his interest in the property to his son Opie, and, a few years back, Opie took out a personal loan using his alleged interest in the property as collateral. When Opie defaulted on the loan last month, the lender initiated a legal action to foreclose on the property. Barney hired an old friend with whom he used to go to church (who is now an attorney in Raleigh) to address the lender’s legal action. The matter is still pending. Remembering that a trout-filled stream ran through the property, Barney decided to do a little fly-fishing. Driving out to the property, Barney was surprised to see smoke rising from the stone chimney of a little cabin that some unknown person had constructed...
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