Branding and Marketing Communications. A group assignment for class discussion. Feel free to give your opinion and rate.
mountain brewing case analysis
A case analysis for the Mountain Man Brewing Company Case.
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A collection of articles from the BeerSmith Home Brewing blog about a wide variety of beer brewing techniques and topics, all linked into this one document.
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Mountain Man Brewing Company (MMBC) Case study 1. What has made MMBC successful? What distinguishes it from competitors\
Brand Loyalty
Older working class, blue collar
Effective marketing
Sales team - "Grass roots" marketing
70% consumed at home
higher alcohol %
2. What has caused MMBC’s decline in spite s pite of its strong brand? Think in terms of the beer market in general, as well as the market MMBC serves.
Alternate beverages
health concerns
tax increases
Consumer changes/shift in tastes towards light beer
Limited distribution channels -shelf space
very competitive industry and capital intensive
3. Should MMBC introduce a light beer? What are the pros and cons of doing from a qualitative perspective? Pros
Gaining younger demographics
Diverse product portfolio
May be MMBC could create a unique Light beer
Cons
Alienate existing customers
Dilute the existing brand equity in terms of image - particularly the brand stands for Lager with higher alcohol %
Decrease/ cannibalize shelf space.
More expensive to produce
Light beer already has a strong presence.
Finally, if they go with light beer with a different brand name, then think about financing - new brand, additional advertising etc. Financial Numbers In order to be break even volume = fixed cost/unit rev - unit variable cost = 1.65M/97-71.62 = 65012 barrels Spoil alert....MMBC are Yuengling beer...