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
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