MOUNTAIN MAN BREWING COMPANY

CASE STUDY ANALYSIS


 COMPANY PROFILE

 FOUNDED IN 1925 IN WEST VIRGINIA

 HIGH ALCOHOL CONTAINTED BEER FOR

BLUE COLLAR MARKET

 HIGH BRAND RECALL PERCENTAGE

 TRENDS

 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

 SUCCESS FACTORS

 CONSISTENT QUALITY

 TOUGHNESS

 AUTHENTICITY

 PACKAGING

 WINNING AWARDS – AMERICAN CHAMPION

LAGER
 TARGET MARKET

 OLDER , WORKING BLUE COLLAR

 REGIONAL FOCUS

 HIGH LOYALTY

 BULID ON ANTI CORPORATE IMAGE & RED

NECK COOL TREND
 PROMOTION STRATEGY

 GRASS ROOTS MARKETING

 CACHE

 OWN SALES FORCE TO PUSH THE BRAND AND

PROSELYTIZE THE PRODUCT
 SHOULD MMBC INTRODUCE LIGHT
BEER BRAND?

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
 CONT…..

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
 CURRENT POSITIONING IN
LIGHT BEER SEGMENT
MAJOR DOMESTIC
PRODUCER

ALCOHOL %
SECOND TIER
DOMESTIC PRODUCER

MICHELOB BUDWEISER
BUD LIGHT ULTRA
BUDWEISER

MICHELOB COORS
ULTRA
MICHELOB
MILLER

MILLER
LIGHT
PRICE

NATURAL
LIGHT BUSCH
LIGHT
BUD
LIGHT
IMPORT BEER CRAFT BEER
INDUSTRY INDUSTRY
 FUTURE PRODUCT STRATEGY

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
BUILDER
TWIST OFF CAP • NEW TWIST OFF CAP TO CATER TO COLLEGE
MARKET
 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
 PROMOTIONAL STRATEGIES

 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

 DISTRIBUTION STRATEGY

 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.
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