Case Study: Mountain Man

Mountain Man has its own identity. It is a family owned business and its product packaging reflects the image created for its lager. The company focuses on producing a quality products and identifying the product with its consumers. Its consumers remain loyal to the product.

4. Brand erosion is also a key factor to take into account. MMBC is doing things right in the eye of the core consumer and can possibly stumble with its brand equity if they introduce a new product.

Marketing and promotion: The aggressive marketing and promotion is strength to the company from several years. It has implemented many successful advertising and promotional strategies over the time which includes new format of UK stores “Brighter look”, “Your M&S” slogan, “Quality worth every penny” etc.

GBBC’s competitive advantage was product differentiation of both its restaurant and beer. The beer had a good brand image because it was fresh and high quality compared to the alternatives available in the market. The restaurant served only home brewed beer that gave it a premium perception. The restaurant was German style, moderately priced dinning and high quality and served trendy cuisines. GBBC chose the restaurant location strategically and modified the restaurant, while keeping the basic idea intact, to meet the preferences of local customers.

Who are MM’s target customers? Are all segments equally attractive to MM? If yes, why? If not, why not? How do the different segments’ needs and expectations evolve over time?

Further, MMBC should deploy grass-roots marketing like social media for the launch of MMLight to avoid costly broadcast marketing and to appeal to the anti-corporate attitudes of the younger demographic revealed in the marketing focus group.

In 1999, they achieved record sales and earnings, selling over 100 million barrels of beer worldwide for the first time in history. August A. Busch III, Chairman of the Board and President, says his company owes its success to, “The combination of outstanding domestic beer industry fundamentals, the highest quality and freshest beer in the industry and exceptional marketing and sales execution.”

Broad Differentiation because its products are in media networks, parks and resorts, studio entertainment, consumer products, and interactive media. Thus, it attracts a wide base of consumers through differentiating its products by superior dedication to creating high quality content, technological innovations in entertainment and international expansion.

They try and create brand preference where they prefer their brand over others because they are personally invested. Many companies try and reach a certain group of similar buyers by dividing them into market segmentations using one message platform, brandtech companies try and get their products to consumers in many ways using digital platforms. Social media is an easy way to get their products out to a variety of consumers. Red Bull is one more example of how this distributed form of marketing has been a success. They worked through YouTube having specific channels use their products in different ways. Thus, they gained 4 million subscribers. A good, solid product can be made or broken by its promotion techniques. Brandtech techniques have proven to be very beneficial for promoting products. I found this article to be very helpful and informative because there are so many ways to promote and sell products it is smart to know how other successful business go about finding their success. This article was well written and easy to understand because everything that was talked about was well explained with examples. I recommend this to article to others because it gives a different perspective over how to run a successful

In 2003, Owsley hired David Holt as a consultant for NBB who was a professor at Oxford and an expert in branding. Holt and Owsley outlined a paper to describe the brand identity, character, culture and promise at NBB. Holt determined the brand identity for NBB as a culture that practiced creative activities for the pleasure of doing them well and in accord with the natural environment. Second, there was a key fact in promotion. In the beginning, NBB used word of mouth, but recognized a need to reach more customers. They increased the awareness of the NBB product by attending festivals to give out samples of the beer and created a sales team throughout the territories of distribution. NBB found an advertising agency in New York, Amalgamated, to communicate the brand identity. The advertising campaign was created to target men that were sophisticated beer drinkers between the ages of twenty-five to forty-four with the image of being practical. The ad focuses on presenting the organizational image of being down to earth by positioning the brand as fanciful, thoughtful and insightful.

HMBR has introduced advanced technology from Japan, Korea and China, and thus have adopted the best production base for their chemical products. They intend to place high emphasis on product quality; as such they regard their reputation as the most important asset when selling in the market. Their mission statement is "persistence, dedication and quality". They are capable of offering

The main target market for the company is people of 15 and over years of the age, who represent healthy and luxurious lifestyle, and appreciate high quality product. Such people are mostly representatives of business who loves take care of their health and body: regular work out in gym, yoga, SPA, aroma therapies etc. Those people demonstrate elegant style in everything, starting from a coffee what they drink and finishing a shampoo or hand lotion what they use. Bright example of such group of customers can be those who prefer Starbucks coffee to Tim Horton’s one.

Second-tier domestic producers (12.5 % market share in ECR, Case study - exhibit 3), medium-size competitors and regional producers, category to which MMBC belongs. These companies try to follow the major players in their product offering and marketing strategies, but fall short on the financial and marketing capabilities. They constitute MMBC’s main competition.

3. Which is the most attractive customer segment for MBC to target? Explain your reasoning.

McDonald's marketing targets everyone in every age,gender,races and does not have a select audience. The company claims that their restaurants offer meals for youngsters, a serene place to relax with free wi-fi for adults, and a quick delicious breakfast for those in a hurry in the morning.