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,
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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
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5. Mountain Man Brewing Company identifies itself as a family-owned brewery steeped in the heritage. It prides itself on producing high quality beer that embodies the unique “toughness” culture of West Virginia. Mountain Man brand represents all blue-collar workers across the United States. It symbolizes concepts like honesty, virtue, and hard work. These were the characteristics that enabled the company to hold the top market position among lagers in West Virginia for the past 50 years. The majority
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Overview Mountain Man Beer Company (MMBC) is experiencing the first decline in sales since its establishment in 1925. Suggestions such as remaining status quo, promoting Mountain Man Lager, and introducing a light beer, may be considered to help MMBC in its future survival. Analysis of Alternatives To analyse the potential impact of these solutions, we have used MMBC’s SWOT analysis (Appendix 1) and STP analysis (Appendix 2). Sales of premium beer have been declining by 4% each year since
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the marketplace over a long period of time? 2. Identify two alcohol drinking segments in MMBC's market and identify what you think could be the (a) Needs and (b) Wants of each. 3. What are some of the rMBAs of MMLager? If MMBC introduced a Light beer, what would you suggest it be called, why? 4. What are some other overall strategies that MMBC could explore to grow sales volume and briefly explain on what marketing reasons or basis you suggest these? 2000 words (maximum but less is fine) excluding:
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A. Competitive Advantage Mountain Man Beer Company has been true to its core customer base and product quality since the company started in 1925. The company focused their production on Mountain Man Lager beer that mainly attracted blue-collar, middle-to-lower income men ages 45-54. Distinctive bitter flavor and higher than average alcohol content contributed to the company’s brand equity. Mountain Man Lager had a reputation of a quality beer throughout the East Central region of the U.S. and also
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Problem: Mountain Man Brewing Company (MMBC) was founded in 1925 by Chris Prangel’s father with one flagship brew, Mountain Man Lager. For the first time in its history, the brewery is facing declining sales. In light of this decline, Chris Prangel, a second generation brewer, is considering launching Mountain Man Light beer. The light beer market has experienced a 4% annual growth over the past six years and represents an opportunity to boost sales by entering a previously untapped market.
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What has made MMBC successful? The company has stayed true to its core customer base. Its product focuses on quality. Brand Loyalty Older working class, blue collar Effective marketing Sales team - "Grass roots" marketing 70% consumed at home higher alcohol % Since 1925, this 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
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Mountain Man Brewing Company’s Positioning in the East Central Market According to Alvin J. Silk, a positioning statement is designed to define who are a company’s customers, what set of needs does the product fulfill, and why is the product the best one to fill those needs (2006, p. 90). I found this question challenging because a positioning statement should define “the place the firm wishes to occupy in its’ target customers’ minds” (Silk, 2006, p. 90). In the case of MMBC, the definition of
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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
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