The mountain man lager is only capturing 2% of 1st time drinker demographic while its competitors, domestic light and domestic premium, have a 6-7% advantage over this market also, in west virginia the market has become competitive. In my opinion, mmbc should launch mountain man light in the future first, the mmbc have very strong brand equity and it is the market leader in its religion market mmbc can utilize its brand equity to develop this new product to its original consumers. Mmbc should definitely introduce a light beer still feasible to introduce a new product since the company is still profitable emphasis on the brand rather than the word 'light' (eg mountain man fresh , mountain man blue . Running head: mountain man mountain man brewing company case the purpose of this case study is to explore the implications for expanding the products offered by mountain man brewing company (mmbc) from one product, mountain man lager, to adding a light version of the beer.
- mountain man brewing company case the purpose of this case study is to explore the implications for expanding the products offered by mountain man brewing company (mmbc) from one product, mountain man lager, to adding a light version of the beer. Not to market mountain light to mountain man’s existing customer base assuming a cannibalization rate of about 10%, mmbc will incur a loss of about 15 million dollars in the first year as a result of all the additional costs of the brand extension and. The idea that mountain man light would be of interest on the assumption that it would taste like despite the association with taste, the mountain man beer company (mmbc) was also associated with best-in-class quality mmbc would have to be careful introducing new products. What are the pros and cons for doing so 6 is mountain man light feasible for mmbc 6a what is required for mountain man light to break even in two years 6b what market share will mountain man light have to obtain to break even in two years 6c.
After reviewing the possible alternatives for mountain man brewing company, the negative aspects outweigh the positives, and it is suggested that, for the time being, a light beer is not introduced. Mountain man brewing company case study of mm lager (men over the age of 45) currently, mm lager has a 4-to-1 male-to-female ratio while the light beer category ratio is roughly 3-to-2. Transcript of mountain man case presentation current customer plan execution trends / issues growth opportunity priorities enhance the brand analysis & strategy mountain man brewing co history mmbc founded mountain lager 1925 2005 well entrenched in. 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 brewing company - view presentation slides online branding and marketing communications a group assignment for class discussion feel free to give your opinion and rate buscar buscar is mountain man light feasible for mmbc feasibility of mountain man light. Mountain man mountain man case write-up – marketing executive summary: mountain man brewing company’s (“mmbc”) goal is to increase net income to over $45 million annually by capturing an 83% share of the 2010 projected age 21 to 27 east central light beer segment and retaining a 67% share of the 2010 projected east central premium beer market (exhibits 3 and 5. E recommendation after evaluation, mmbc should launch mountain man light even if assuming the worst case scenario with 20% cannibalization rate, mmbc needs only to capture about 017% of the market share in the light beers to breakeven, which is well below their target range of 025-050% they estimate they will occupy.
Mountain man brewing company case the purpose of this case study is to explore the implications for expanding the products offered by mountain man brewing company (mmbc) from one product, mountain man lager, to adding a light version of the beer. Examine the pros and cons of whether to use the current “mountain man” brand name and positioning for a new light beer i pros -- established logo ii cons -- associated with old generation c if you do not think the mm brand name is a good idea, propose an alternative brand name and explain why it would be better than the mm name i. Cross promotion of mountain man and duckmen® 2 for an annual share of the mmbc marketing budget of $140,000, mr robertson is offering to make mountain man lager the official beverage of the duckmen®, until mmbc chooses to sever.
Mountain man brewing company founded in west virginia in 1925 by guntar prangel , a coal miner with a home brewery mmbc grew into a strong regional brand by 1960 mmbc created mountain man lager which was high in alcohol content and marketed to male, blue collar workers (coal miners) mountain man lager was known for its quality ingredients, d. Conclusion the addition of the new product in the mmbc product portfolio is the right choice for continued growth of this family-owned brewery introducing the mountain man light will increase awareness in the general mmbc brand introduction of a new demographics to brand renewed attention on flagship product provide overall growth to mmbc in. Mountain man brewing company questions – d quantitative evaluation based on the economics of the program, is mountain man light feasible for mmbc what is required for mountain man light to breakeven in two years what market share will mountain man light have to obtain to breakeven in two years. Mountain man brewing company history of the mmbc the company has only one product of beer known as mountain man lager which is produced under the taste of family trend in a refined way.
Mountain man beer company (mmbc) is facing its first decline in revenue since the company was founded chris prangel needs to decide if mmbc should introduce a new product, mountain man light, due to rising popularity of light beer among young consumers. During the fiscal year 2005, mountain man brewing company (mmbc) lost 2% in sales for 2005 the company competes in the premium beer segment of the market mmbc operates in the light beer market but is worried about the ramifications of this decision mmbc doesnt.
Mountain man brewing co: bringing the brand to light - the case solution provides a brief analysis of the current situation of mountain man brewing company, a widely popular regional beer company known for its. Core marketing mountain man brewing company bringing the brand to light 1 overview mountain man brewing company (mmbc, or the client) is a family-run business in west virginia that has experienced much growth since launching its flagship premium beer mountain man lager (mmb) in 1925. What is mmbc’s market/competitive position 5 should mmbc introduce a light beer 5a what are the pros and cons for doing so 6 is mountain man light feasible for mmbc 6a what is required for mountain man light to break even in two years 6b.