ASHOKA 2

Assignment Group 6
ABOUT THE
MOUNTAIN
MAN BRAND
 The company was founded in 1925 by Guntar Prangel

 Mountain Man Lager has a strong market presence in East Central America
 This brand has been popular from last 50 years.

 The main customers are blur collared males in the age group of 45 plus.
 Best known regional beer with an unaided response of 67% from state adult
population.

 The company also won best bear award in West Virginia for consecutively 8 years,
Indiana award.
 In 2005 this population amounted to 13% of adults and accounted for 27% of
beer sales. Compared to their old counterparts this generation spent twice as
much on alcohol consumption.

Despite
 Large domestic brewers spent heavily to maintain sales volume in premium
segment which MMBC did not compete with.
being a
strong
 Preferences in beer consumption were changing and light beer demonstrated brand what
consistent growth. caused its
decline?
 No brand loyalty towards MMBC in restaurants.
  The premise that MMBC should target young customers of ages 21-27

Should  MMBC can increase its profit by thinking about the young customers of
MMBC beer and their personal preference towards the light beer.
introduce a
light beer?  With a change in taste and preference of the customers the MMBC should
Justify your be flexible enough to grow and diversify with the changing market scenario.
decision
 MMBC will need to sell 65,012 of barrels to break-even, which is a realistic
capability for the brewing company.
THANK
YOU
Team Member’s
name
Aradhana :
Mukherjee
Amlan Maiti
Bishal Dutta Gupta
Indranil Barik
Md. Moinuddin Arif
Rajesh tewari
Sajid Ahamed
Soumik Ghosh
Subhajit Dutta
Suman Chanda
Tanmoy Hazra