Mountain Man Brewing Company Notes
Mountain Man Brewing Company Notes FMIB3
Hult International Business School
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This 2 page Study Guide was uploaded by Mischa Rapt on Tuesday September 22, 2015. The Study Guide belongs to FMIB3 at Hult International Business School taught by Nick Imparato in Fall 2014. Since its upload, it has received 73 views. For similar materials see International Marketing in International Business at Hult International Business School.
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Date Created: 09/22/15
Mt Men Brewing 1 What is Chris doing and what factors will he have to align to be successful Chris engaged a market research firm to evaluate its ingle brand product strategy and brand extension opportunities Conducted focus group study appealing towards younger market while maintaining brand loyalty and historyequity 1 What has made the Mountain Man Brewing Company successful Various elements have made Mountain Man Brewing Company successful MMBC remained consistent with their status and history of an old schoolindependent familyowned regional brew company thus giving an aura of authenticity for example they maintained the same packaging and designfrom 1925 The company was consistent in focusing on the same target blue collarsmiddle to lower income men 45 The company had a very high brand awareness among its core consumers Infact a market research showed that Mountain Man was a recognizable brandamong working class men in the East Central Region as Chervolet and J ohnDeere In a recent study in West Virginia MMBC Lager was rated as the bestknown regional beer unaided response rate of 67 from the state s adult population Mountain Man Lager had a high perception of quality and brand loyalty MMBC won multiple awards in 2005 it won Best Beer in West Virginia for the 8th year in a row and America s Championship Lager at the American Beer Championship As their core consumers mainly purchased beer at offpremise locationsMMBC focused on getting and maintaining offpremise location through asmall sales force in order meet the habits of its targets 2 What is distinctive about MMBC s customers and its product MMBC Product Smoothness and drinkability Bitter and avorful taste Slight higher than average alcohol content Brown bottle to enhance distinctive dark color Original 1925 design with coal miners on the bottleMMBC Customers Drinkers of Mountain Man Lager skews towards male 81 compared to 58for domestic light beers and 68 for domestic premium beers Drinkers of Mountain Man Lager skew older 64 over the age of 4SCompared to 48 for domestic light beers and 49 for domestic premium beers Drinkers of Mountain Man Lager are on the lower income range 27 at25K499K compared to other domestic beers The core consumers were brand loyal and identified with the core brandelements of the brand In a recent focus group a participant said My dad drank Mountain Man just like my granddad did They both felt it was as good a beer as you could get anywhere 3 What is brand equity Explain in the context of MMBC Brand Equity elements Authenticity history tradition quality local authenticity familyowned brewery Image as a beer for tough working men West Virginia toughness strong workingclass baby boomers and swing segments 4 What has caused MMBC s decline in spite of its strong brand Beer consumption had gone down by 23 regions where imports and craft beers had not had a stronghold were now slowly becoming dominated by the imports and craft beers Shift in demand for craft beers Larger national brewers were able to maintain their economies of scale in brewing transportation and marketing which put a lot of pressure on the smaller regional breweries like mountain man Original market was the now Shrinking ageing population and increasing new generation which had a preference for light beer Market tended to buy established brands and not regional brands 5 What are the pro s and con s for a MMCC Light ProsMountain man s brand recognition would translate to into a meaningful share of the local light beer market and in turn boost the sales of mountain man lager Does not require capital expenditures in plant and equipment in the short run contribution margin for mountain man light would be lower than that of mountain man lager Cons Might end up hurting the sales of mountain man lager would have to compete for a lot of shelf space and also therefore lower revenue for the company Mountain man light would have to compensate for potential loss of revenue Note At least one additional question or prompt will be added during the course of the module an after experience with the preVious cases
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