grass-roots marketing strategies using the word of mouth to spread its beer quality and taste. They valued local marketing activities that allowed them to experience personal connection with customers. By locally and independently producing quality beer, MMBC was able to create a strong brand for its Lager beer. The company was known as “West Virginia’s Beer” because of its quality, authenticity and “toughness”. B. Market Situation The decline in MMBC’s revenue was mainly due to large competition from
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Company (MMBC) is facing declining sales and in the competitive beer industry Prangel must make a quick decision of whether or not to launch a new light beer. Many believe that this decision will cause the company to lose loyal customers, but Prangel sees the potential to tap into another target market. MMBC is successful because of the beer’s strong brand loyalty, distinct customer base, effective marketing, unique taste, and higher than average alcohol content. The problem facing MMBC is that
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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.
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Mountain Man Brewing Company (MMBC) is a single product brewing and local distribution company based in West Virginia. It was founded by Guntar Prangel who reformulated an old family brew recipe, resulting in a flavorful bitter tasting beer that was launched as Mountain Man Lager or West Virginia Beer. This signature product went on to claim a reputable market share for an independent family owned brewery, in the East Central region of United State by 1960s.The company developed a brand image and
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Mountain Man INDIAN INSTITUTE OF MANAGEMENT INDORE Marketing Management–II Case Analysis Mountain Man Brewing Company: Bringing the brand to Light Section C - Group 01 Introduction The case focuses on the concept of Line Extension in the context of Mountain Main Brewing Company. The background emphasizes on the dilemma of the protagonist as to whether or not to introduce a new product line by en-cashing on the existing brand value.
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cervecerías independientes por la constante presión que ejercen las compañías grandes del sector. Ahora el heredero Chris Prangel deberá escoger la estrategia para incrementar las ventas de MMBC y evitar la amenaza de que la compañía en los próximos años no siga ganando utilidades. 2. Análisis de la Situación MMBC es una empresa sólida, con un producto y una Marca muy bien posicionada en el mercado de cervezas Premium en los estados de Oriente Centro, donde la vendían. Aquí, Mountain Man Lager
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Integrated Marketing- Mountain Man Brewer Case Daniel, Yu-Chen Liang 1. What has made the Mountain Man Brewing Company successful? What is distinctive about MMBC’s product, customers and brand equity? Product Mountain Man had high quality product. Those attributes included the smoothness, percentage of water content, and drinkability. The beer it produced was flavorful and bitter-tasting. Mountain Man had a well-known reputation as quality bee throughout the East Central region. Customer
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alternativas está considerando para resolver dichos problemas? Disminución en las ventas en un 2% por año por primera vez en la historia. Además, el mercado tradicional de cerveza bajó un 4% y aumentó un 4% la categoría de cerveza light. MMBC está presente en un mercado muy específico, compitiendo con las categorías de bebidas espirituosas y vinos. Por otro lado, su público objetivo está envejeciendo. Las alternativas que Chris Prangel está considerando son reposicionar la marca
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budget to compete in the light beer advertising market. Company will face financial problems if the new product fails to take off. Important to come out with a good marketing campaign that effectively utilise all the resources. Light beer would help MMBC gain share in on premise locations: restaurants and bars. Funds needed for advertising campaign, staff costs and ongoing marketing expenditure
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Background * Chris Prangle…. MBA graduate to manage the mountain man beer company * Guntar Prangle founded Mountain beer 1925. * Family owned business – inherited for 5 years. * Initially was called as West Virginia beer. * In 2005 …generating revenues $ 50 million and selling over 520,000 barrels of mountain man lager. * Price was $ 2.25 for 12-ounces serving and $4.99 for 6 pack in local convenience store. * Was priced similar to premium brands such as Miller and Budweiser
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