mountain man brewing company: bringing the brand to light
TRANSCRIPT
CASE STUDY FOR MOUNTAIN MAN BREWING COMPANY
WHY IS IT A SUCCESS?Family owned business.Targeted blue collared workers in the premium
segment over the age of 45.Sold at off premise locations.Followed grassroots marketing to create brand
awareness.Quality attributes of brand-authenticity, quality,
unique west Virginia toughness.Distinct bitter flavor of beer and greater alcohol
content.Effective bottling and packaging.
COMPETETORS
CHRIS WANTS TO LAUNCH MOUNTAIN MAN LIGHT BEER FOR THE YOUTH TO DRIVE UP REVENUES EITHOUT DAMAGING THE BRAND’S CORE EQUITY OF MOUNTAIN MAN LAGER.
LOOKING AT ALTERNATIVES
DON’T LAUNCH LIGHT BEER LAUNCH LIGHT BEER
UNDER BRAND NAME
LAUNCH LIGHT BEER UNDER NEW BRAND NAME
DON’T LAUNCH LIGHT BEER
LAUNCH LIGHT BEER UNDER BRAND NAME
LAUNCH LIGHT BEER UNDER NEW BRAND NAME
Assumption- 2% annual revenue loss till 2010.
Regional revenue growth of mountain man light 4% annually.
Mountain man shall steadily grow its share of regional beer market at rate of 0.25% of total regional market share annually.
Targeting new segment of customer will alienate the existing segment of blue collar workers.
Mountain man shall never achieve the same loyalty among the new younger customers.
The core brand equity shall get eroded.
Mountain man still stands and survives due to its great brand name.
A fatal decision might dilute tha brand name.
CONCLUSIONAlthough it is going to take the brand a decently long
time to breakeven and start making profit, this move is absolutely necessary as the sales of mountain beer lager is projected to constantly decline.
Also, looking at demographics, we can see that the future generations prefer light beer. Light beer is a growing market.
Thus, they should go with the idea of launching mountain man light beer under the same brand name.
Devise an effective marketing strategy using 4P mix to enhance brand imageand provide value o newer as well as core customers.
DISCLAIMER
CREATED BY PRANJALI DONGRE, VNIT NAGPUR, DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW..