Mountain Man Brewing Company: Bringing the Brand to Light

Group 28 No Rules
Summary
Mountain Man Brewing Company (MMBC) has created a high-quality, excellent tasting
premium lager for the people of the East Central region of America since Guntar
Prangel brewed his first batch of beer using a family recipe in 1925. Since the first
batch, Mountain Man Lager has had a meticulous selection of unique Bavarian hops
and barley strains, creating a reputation as "West Virginia's beer." Mountain Man
Brewing has stood for giving people what they want and need in terms of quality beer.
MMBC's average customer is historically a blue-collar, middle, and lower-class male
over 45 years of age, while 70% of their alcohol is distributed to off-premise outlets,
such as supermarkets and convenience stores.
MMBC has recently experienced a 2 percent decline in sales because of the ageing
population of its drinkers and the increase in light beer consumption. From an
established market study, Prestige Marketing has found that light beer sales accounted
for half of all beer sales in 2005, while women and younger consumers (MMBC's target
market for this beer) prefer light beer over all other styles.
The Mountain Light initiative builds on the brand's already strong success among young
beer drinkers aged 21 to 27 and all women over 21 years of age. Mountain Light's "Go
Light, Stay Longer" slogan would appeal to the target audience via a launch drive in
Morgantown, West Virginia, followed in Ohio, Illinois, and Michigan's East Central
States by aggressive advertising, online advertising, and a social media campaign. The
promotion would attract new customers with a fresh can of green, while not alienating
MMBC's loyal drinkers.
Recommendations

 To continue selling and promoting the old brand through a channel of multi-brand
delivery; to easily package and label the products.
 To have discounted offers to encourage retailers to stock and promote when
bought in high quantities.
 To launch the Mountain Man Light name with a brand extension and not change
it.
 Advertise the new brand with the same old name that online channels and social
networks
 Starting a new product using a new and separate marketing combination
(Product , Price, Position Promotion)
 To have more presence in areas frequented by the demand of the younger
generation, such as hotels, cafes, and restaurants.