Post on 03-Dec-2014
description
Light
Brew
Group E – Carol – George – Miguel – Pablo Rodrigo - Sebastian
Mountain Man
Light Brew
Implementation plan
Product Strategy Alternative Options
Contingency PlanKPI’s
Ads
Light Beer
SWOT
Competition
Decision
Situational Analysis
The Status Quo Prognosis
Presentation Format
Founded in 1925 in West Virginia and grew to strong regional brand by 1960
High alcohol content beer for blue collar market, with dark brown bottle and bitter
taste. The Working man’s beer
High Brand recall percentage. Winner of several prestigious brewing awards
The Mountain Man Heritage
Competitive Landscape
Major Domestic Producers Second Tier Domestic Producers
Importer Beer Companies Craft Beer Industry
42%
23%
9% MMB MMB 1.4%
12.5%
12%
1.5%
Situational Analysis
Revenue decline of 2% annually due to changes in customer preferences
Aging customer base of 55-65 spending less and shrinking
70% of sales through off-premise location witnessing increasing pressure from larger producer
Situational Analysis
Revenue in the Light Beer segment increasing 4% annually
Younger market account for 27% of total category spending
Younger demographic are in loyalty development phase
Trend Analysis -Lager
2005 2006 2007 2008 2009 2010
1M
2M
3M
32% 45-54 19%
55-6413% 65+
19%35-45
15%25-35
81% Males
19% Female
2% 21+
Trend Analysis –Light Beer
2005 2006 2007 2008 2009 2010
19M
18M
20M
21M
22M
23M
Barrels
24% 35-4422%
45-5520%
25-3414%55-6412%
65+9%21-24
58% Male
42% Female
Prognosis + recommendations
70% of sales through off-premise location witnessing increasing pressure from larger producer
Customer trends and declining sales show need for new revenue stream other then Lager
Build on current brand equity for faster brand awareness
Awar
enes
s
Advertising dollars invested
0.25%
History of success in low cost grass roots marketing
Ability to leverage awards as “American Champion Lager”
Ability to build on anti-corporate image and “red-neck is cool” trend
SWOT – strengths
SWOT – weaknesses
New brand extension will spread already thin resources of the company
Company does not have the budget to compete in the light beer advertising
market
Opportunity to capture part of the 19.5 M barrels forecasted to sell in 2006 - $$
Opportunity to reach younger demographicAnd increase lifetime customer value
Could break even in 95,200 Barrels or 2.4 years
Status Quo
Opportunity to reach younger demographicAnd increase lifetime customer value
SWOT - Opportunity
Light Brew
Risk of canalization of core brand
Strategic response of competition could drown out any promotional campaign of MMBC
Alienation of core customer through new brand that
might not be inline with their aspirations of MMBC
SWOT – Threat
Status QuoDecision
Light
Brew
Positioning
Michelob Ultra Coors light
Bud light Miller light Natural light Busch light Budweiser Miller Coors
PRIC
E
Alcohol %
- A premium higher price light
beer poses an interesting market
space.
- Going too light is not the answer to a brand extension
- Best location product
wise. Capitalize on anti-
corporate- Does not solve light
beer issue and we don’t want to compete on
price
-Best product
location. Capitalize on anti-
corporate
Competitive Landscape
Branding
Li g ht
Br
ewBrand
StoriesBrand Stories
Brand Stories
Brand Stories
MMBC
Influencers
Pop Culture
Customers
Brand Culture Heritage and Quality
in a beer, for real people.
Execution plan
Product Strategy - product
Light
Brew
Brand Name“Light Brew”
Bottle
Twist off cap
Label
- Point of differentiation in Light Beer” market- Market of quality to refer to Brew instead of “Beer” - Builds on the MMBC brand name as brand extension
-“Retro cool” focus with fresh snow capped mts. - Bold colors and label to stand out at retail and bars- Mention of award won as brand equity builder
- New twist off cap to cater to college market and football tail gate culture of university football in East- Under side of cap will feature Anti-Corporate quotes
- Green tint with lighter color then previous bottle- Communicates lighter filling and alcohol content of the new brand extension
West Virginia Pride campaign – I AM VIRGINIA
Anti – Trend promotional strategy making country “cool”
Building on anti-corporate brand equity as a beer of honest quality
WV
BEER
Hundreds of Universities in Central Eastern Region from 5K to +40K students
Target promotion to University areas and promotional sponsorship of student events
Fraternity and Sorority associations
Promotional staff to visit university bars and social areas
Competition among co-eds to be official in “Light Brew” promo calendar
Promo girls to have small giver aways with MMBC Light Brew branding
Product Strategy - promotion
Bar mats to be given to all bars in partner locations carrying Light brew and MMB
Bar mats also give to all retail location selling to infiltrate other product purchases
Promotional material to cover all partner retailers
Product Strategy –Permission promo
Permission Marketing getting customer involved in our brand and connecting other customers
Mountain Man Memories – http://www.youtube.com/watch?v=6B26asyGKDo
Great Man Moments – Saluting greatness of being a man
http://www.youtube.com/watch?v=P0Gc9zRFL2o&feature=related
Product Strategy -place
Experts see brand extensions as good method of focusing distributers and gaining shelf space
Need to increase distribution among bars which is only 30% of current sales
On-premise locations are frequented by younger target market
Product Strategy -price
Contingency plan
Continual performance
Sales
New On premise locations
Shel
f spa
ce
% of 35-34 M
KT
Awareness
Continual performance