7/23/2019 MMBC Analysis 2

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Consumer Segments

Mountain Man’s

Opportunity? Can this be

a MM Drinker?

Is aware of MM, but has not tried it

due to its strong, blue collar

perception

Yes, the goal would be to

create occasions for this

individual to try MM and

create a new perception

Tried MM, but feels it is too strong

or bitter

No, will not convert into a

MM drinker

Has preference for light beer No, will not convert into aMM drinker

Has never heard of MM Yes, introducing this

segment to MM could

allow MM to create a

brand loyal MM drinker

Drink other domestic premium

beer or craft beers other than MM

Yes, the distinctive

qualities of MM could

cause this segment tobecome a MM drinker

Factors that

influence beer

purchase decisions

Is Mountain Man

distinguishable on

criteria the target

segment values?

Taste Yes

Perceived Quality Yes

Brand Image Yes

Local authenticity Yes

Tradition Yes

Age Domestic

Light Beer

Domestic

Premium Beer

Mountain

Man Lager

25-34 20% 20% 15%

35-44 24% 23% 19%

45-54 22% 23% 32%

The highest consumption of domestic premium beer is consumed

by 25-34, there is an opportunity for MM to be in the considerationset and should be the aimed target for MM’s strategy.

Current Perceptions: Mountain Man is a beer that

fathers/grandfathers drank and is now consumed by older blue collars

Desired Perception: Mountain Man is a distinctively tasting beer which

is consumed by those who appreciate quality, local authenticity, and

are proud to identify themselves as hardworking individuals

Mountain Man should primarily focus on capturing individuals between the ages of 25-

35 who are not loyal to a particular brand.

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