MOUNTAIN MAN BREWING COMPANY

CASE STUDY ANALYSIS

FOUNDED IN 1925 IN WEST VIRGINIA

HIGH ALCOHOL CONTAINTED BEER FOR BLUE COLLAR MARKET

HIGH BRAND RECALL PERCENTAGE

COMPANY PROFILE

AGEING CUSTOMERS BASE OF 55-65 SPENDING LESS AND

SHRINKING

70 % OF SALES THROUGH OFF-PREMISE LOCATION REVENUE IN THE LIGHT BEER SEGMENT INCREASING 4%

ANNUALLY

YOUNGER MARKET ACCOUNT FOR 27 % OF TOTAL CATEGORY SPENDING

YOUNGER DEMOGRAPHY ARE IN LOYALTY DEVELOPING PHASE

TRENDS

CONSISTENT QUALITY

TOUGHNESS

AUTHENTICITY

PACKAGING

WINNING AWARDS – AMERICAN CHAMPION LAGER

SUCCESS FACTORS

OLDER , WORKING BLUE COLLAR

REGIONAL FOCUS

HIGH LOYALTY

BULID ON ANTI CORPORATE IMAGE & RED NECK COOL TREND

TARGET MARKET

GRASS ROOTS MARKETING

CACHE

OWN SALES FORCE TO PUSH THE BRAND AND PROSELYTIZE THE PRODUCT

PROMOTION STRATEGY

PROS KNOWN BRAND NAME REDUCE THE COST OF

CREATING BRAND AWARENESS EASY TO CONVINCE RETAILERS TO STOCK AND

PROMOTE MUCH LESS SPENDING IS REQUIRED FOR

INTRODUCTORY MARKETING CAMPAIGN POSSIBLE LABELING ANG PACKAGING EFFICIENCY LIGHT COULD RE- INVIGORATE LAGER NO OPTION – NEED TO FIND A WAY TO TAG NEW

DEMOGRAPHY

SHOULD MMBC INTRODUCE LIGHT BEER BRAND?

CONS COULD DILUTE LAGER EQUITY CORE CUSTOMERS COULD START QUESTIONING THE

INTEGRITY OF THE EXISTING BRAND POTENTIAL FOR CANNIBALIZATION OF LAGER BRAND HUGE EXPENDITURE ON PROMOTION AND

ADVERTISING FIERCE COMPETITION FROM EXISTING NATIONAL LIGHT

BEER MANUFACTURER DISTRIBUTOR BECAME MORE DISCRIMINATING ABOUT

WHICH BRAND THEY WOULD CARRY

CONT…..

CURRENT POSITIONING IN LIGHT

BEER SEGMENT

BUDWEISER

ALCOHOL %

PRICE

BUDLIGHT

SECOND TIER DOMESTIC PRODUCER

MAJOR DOMESTIC PRODUCER

IMPORT BEER INDUSTRY

CRAFT BEER INDUSTRY

MILLER LIGHT

NATURALLIGHT BUSCH

LIGHT

MILLER

COORS

MICHELOB

MICHELOB ULTRA BUD LIGHT BUDWEISE

RMICHELOB

ULTRA

BRAND NAME“LIGHT BREW” • 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 LABEL • “RETRO COOL” FOCUS WITH FREASH SNOW CAPPED

MOUNTAINS • BLOD COLOURS AND LABEL TO STAND OUT AT

RETAIL AND BARS • MENTION OF AWARD WON AS BRAND EQUITY

BUILDERTWIST OFF CAP • NEW TWIST OFF CAP TO CATER TO COLLEGE

MARKET

FUTURE PRODUCT STRATEGY

CONT ….

• Anti corporate quotes on under side of cap

BOTTLE • Green-tint with lighter color than previous bottle

• Communicate lighter feeling and alcohol content of the new brand extension

Bar mats to be given to all bar in partner

locations carrying light brew and MMB.

Promotional material to cover all partner retailers

Permission marketing – getting customer involved in the brand and connecting other customers

Advertise in spot radio, outdoor and social networks

PROMOTIONAL STRATEGIES

Need to capture on-premise locations like bar,

pub, etc., which are frequented by younger target market

Multi-brand distribution system should be followed

Company owned merchandiser in retail and super-market stores.

DISTRIBUTION STRATEGY

THANK YOU