Mountain Man Beer Company Case Reco

PROS -By introducing a light beer the company will gain a younger demographic that has yet to establish a brand loyalty. Younger consumers are also big spenders and consumer representing 27% of total beer consumption and still growing. The introduction of a light beer may also increase awareness and consumption of Mountain Man Lager.

Brand plays a key role in the beer-purchasing process, along with taste, price, special occasion,

Marketing research is very important component of a business used to identify and define the opportunities and problems that they will encounter on the market. The aim

The Bud Light brand is second to none when it comes to light beer and a good time. Although, first considered a flop in the United States after its introduction in 1982, Bud Light surged up the charts after a rebranding effort in 1986. The “Gimme a Light” campaign by the D’Arcy McManus & Mansius agency altered the brands path forever. Since then, Bud Light has drastically increased its market share while still maintaining its success in the global light beer and beverage market.

By eliminating Lightship and introducing a new beer, it will signal to consumers that a real change has occurred with BBC’s product offering. It will show consumers that the new beer is a “fresh and improved” version that is the best in the light beer market. Additionally, it will be able to escape any of the negative connotations Lightship had while on the market. However, this alternative includes high risks, as BBC will be introducing a new product onto the market.

The strategy that Heineken uses is that of differentiation. This strategy gains market share and competitive advantage by distinguishing their products from their competitors through excellent design. A U.S. wholesaler recently asked a group of marketing students to identify a group of beer bottles that had been stripped of their labels. The stubby green Heineken bottle was the only one among the group that showed an instant recognition. This strategy also focuses on high awareness, easy accessibility, and new products. Heineken spent a lot of money on the launch of Premium Light; the first time that brewer had created an extension of its flagship

One of the weaknesses to distributing Coors beer in the two counties is the competition of other domestic and microbrew beers. Although the consumer and retailer willingness to buy Coors beer is high, will they actually purchase Coors beer when it becomes available to them? The questionnaires have strong feedback for Coors beer in the Delaware counties but people may become biased by their customer loyalty to other beer brand. There is a big enough marker share for Coors to be implemented, but will Brownlow be able to succeed in this competitive industry.

According to Boston Beer Portfolio (1997) showing that Boston Lager and Seasonals have grown by 5% and 10% respectively since 1996. Moreover, if we take a look at Exhibit 7 showing men preferences over regular beer we will see that 45% of weekly servings are SAM (Boston Beer Product). People may rely on their past experience of drinking regular beer by BBC and take a chance to try light beer by the same company, switching from Bud and Amstel to Lightship.

The memorandum will analyze the proposed new product launch of Mountain Man Light (MMLight) for Mr. Chris Prangel, the future owner of the Mountain Man Beer Company (MMBC). More specifically, the memorandum will consider the advantages and disadvantages of launching MMLight, as well as a cost-volume-profit analysis of the proposed new product launch. The memorandum will conclude with recommendations for Mr. Prangel’s consideration.

Therefore, many people perceived the brand as an authentic, local and premium brand. Grass-root marketing strategy and sharing viral marketing that promoted product quality while being most cost-effective. Also, brand legacy associated with generation of consumers buying the product. for example, some people said that they saw their family members bought this beer since 40 years ago. Another competitive advantage is that MMBC has unique taste and flavor which cannot find in other beer products.

In order to have a new lager line, Mountain Man needed lots of thing and financial support. Although

New Belgium brewery has increasingly grew throughout the years since their development in 1991. Despite the dominance of the “Big Three” (Budweiser, Miller, and Coors), NBB needs to be aggressive and strive to invest in the attractive beer industry in able to grow more. If positioned correctly, NBB and its main brand, Fat Tire, can continually grow. An evaluation of the industry, the business itself, its brands, and the customers and competitors is needed in order to be continuously successful.

With Mountain Man Beer Company (MMBC) experiencing recent declining sales for the first time in its history representing a 2% loss in revenue the previous year and prospect of continuous decline, Chris is considering launching Mountain Man Light Beer as a brand extension aligned with changes in beer drinkers’ preferences, seeking to maximize market coverage while minimizing brand overlap and at same time avoiding any brand equity damage, as its core consumer segment is quite different from the new targeted consumer segment.

Beer has a long history. In 2000 B.C.E., Sumerians had prepared eight different beer types, ranging from “strong,” “red brown,” and “good dark” (Mauk, 2013). Breweries have created their own recipes, brewed their own beers—some with alcohol, some without. Over the past few years, craft beer gained steady market share away from the national and international breweries (Murray & O 'Neill, 2012). Separating one beer from the next is the product itself, and what the product has to offer. Competition is ferocious due to more informed, sophisticated consumers, as well as globalization and the spread of technology (Murray & O 'Neill, 2012).

I bought Miller Lite almost every weekend when I was in college and now that I am not working and I am in graduate school, living on a tight budget again, I buy Miller Lite at least once when I go out on the weekends. Miller Lite is not the brand I go to for a crafted, hearty beer, but it’s what I go to when I want to have an enjoyable, relaxing night with a few friends and when I’m not looking to spend a lot of money. A unique benefit that I appreciate that the brand offers me is the low-price for quality beer. Like stated before, although Miller Lite is not the beer I would go to if I was looking for a crafted brew, it is the beer I go to that never fails to show me a good time for a low price. I have always enjoyed their marketing campaigns and Super Bowl commercials, which is another feature I appreciate. Along with delivering a good product, they make it fun and enjoyable for consumers, from a marketing standpoint. I am a brand loyalist because Miller Lite provides me with a product that has never let me down; I have never had a problem with the beverage. The product has never let me down because it continually has good deals and promotions, it consistently tastes good, and I associate the drink with the good times I have had in the past, which makes me want to continue experiencing those good times and create new memories.