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 ANNUALLY 4% 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 ² 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 ² NEED TO FIND A WAY TO TAG NEW DEMOGRAPHY .

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 MAJOR DOMESTIC PRODUCER ALCOHOL % BUDWEISER MICHELOB ULTRA SECOND TIER DOMESTIC PRODUCER BUDWEISER COORS BUD LIGHT MICHELOB ULTRA MILLER MICHELOB MILLER LIGHT PRICE NATURAL LIGHT BUSCH LIGHT BUD LIGHT IMPORT BEER INDUSTRY CRAFT BEER INDUSTRY .

FUTURE PRODUCT STRATEGY BRAND NAME ´LIGHT BREWµ ‡ 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 ‡ ´RETRO COOLµ 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 ‡ NEW TWIST OFF CAP TO CATER TO COLLEGE MARKET LABEL TWIST OFF CAP .

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. outdoor and social networks . Promotional material to cover all partner retailers Permission marketing ² getting customer involved in the brand and connecting other customers Advertise in spot radio.

etc..DISTRIBUTION STRATEGY Need to capture on-premise locations like bar. which are frequented by younger target market Multi-brand distribution system should be followed Company owned merchandiser in retail and supermarket stores. pub. .

THANK YOU .

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