Chris expects to negate declining sales of mountain man lager and capture market share in the fast-growing light beer category, which accounted for 504% of all beer sales by volume in 2005 in the east central region (exhibit 1. Mountain man beer company mountain man brewing company (mmbc) case study should mmbc introduce a light beer what are the pros and cons of doing from a. Based on our assessment of the pro and cons, we came to the conclusion that we should not introduce a mountain man light beer for various reasons our first reason for not introducing the light beer is because it goes against the company culture.
The analysis highlights those factors, which played a key role in making mountain man lager a successful brand apart from this, the write-up also sheds light on pros and cons of launching a mountain man light beer, which is one of the key options available to the top management for retaining its lost revenue and market share. Mountain man brewing company produces mountain man lager the most authentic regional beer for working class east central americans, among all premium domestic beers, because of its distinctive quality, bitter flavor, slightly higher than average alcohol content and competitive price (abelli, 2007, pp 2-3. 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.
Alternative #2: create, promote and sell a new light beer, but use a different name pros: it won't take away from the name of the mountain man lager it still gives them a product that is more common for a new market of younger drinkers. Yogesh puri mountain man beer co (mmbc) questions 1) what has made mmbc successful the mmbc focused on one group the blue-collar people only and always strived to satisfy it. 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.
Option 1 introduce light beer under mountain man brand name pros • increase in revenue • low advertisement costs • cater untapped market cons • product cannibalization • brand erosion • loss of core customers. Mountain man brewing company pros cons pros cons pros cons upload mountain man picture and win free beer. 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 etc financial numbers . Mountain man beer company has been successful marketing to the blue collar, middle-to-lower income men over age 45, distinguishing from competitors with an old family brew resulting in a flavorful, bitter-tasting, high alcohol level beer, obtaining a brand loyalty rate of 53.
Mountain man brewing company is a family owned brewery located in west virginia that has been strong presence as lager brand in this region ever since, it has marketed towards the blue collar, middle to lower income population in the region with its bitter, higher alcohol content lager. Pros and cons pros cons already established brand name mountain high risk of alienating core customer base man lager will increase sales for light beer and diluting lager brand equity with a good supply and distribution network, core product cannibalization (shelf space is it will be easy to convince retailers to stock not guaranteed, so the. Mountain man brews simply one beer, mountain man lager, likewise understood as west virginia's beer and popular amongst blue-collar employees in reaction, chris desires to introduce mountain man light, a light beer solution of mountain man lager, in the hope of drawing in more youthful drinkers to the brand name. Mountain man brewing company: bringing the brand to light i need help with a short case study i have to identify the problem followed by a couple alternative solutions and i must identify the pros and cons of those. Mountain man brewing company case pros and cons case study help in an ama session around the /r/jamesdamore subreddit, damore took several queries from folks who mainly appeared to be supporters.
Mountain man brewing company needs to have a wider target market before introducing a completely new product that could potentially destroy the company if it were unsuccessfulthe pros and cons of introducing a light beerthe most beneficial pro of introducing mountain man light will be reaching the younger beer drinkers. Many individuals have been turning their attention to light beer and in essence this has caused premium beer, such as mountain man lager sales to decline specifically, over the last six or so years light beer sales have been growing at a compound annual rate of 4% and this caused the sales of premium beers to have the reverse effect. Mountain man lager was the best-known regional beer in west virginia and has won best beer in west virginia for the eighth consecutive year they were also selected america's championship lager at the american beer championship (case mmbc. To the younger beer drinkers, the market the light beer appeals to, view mountain man beer as too strong and a working man's beer not only do the younger beer drinkers have their negative thoughts about mountain man developed, but the blue-collar customers account for a huge percentage of sales.
The pros and cons of introducing a light beerthe most beneficial pro of introducing mountain man light will be reaching the younger beer drinkers it is shown that the younger beer drinkers enjoy the light beer better, and also in their twenties, usually haven't committed to a brand yet. Light beer is the gateway necessary to attract new consumers000 barrels of mountain man lager beer primarily to distributors in illinois family owned brewery to create an aura of authenticity and to position the beer with its core drinkers—blue collar. Mountain man was viewed as the tough man's beer it had a very strong brand presence in its local/regional market, even being known as west virginia's beer a typical mountain man customer was an older, rough, gritty, man's man, coal miner of a guy.