Case study for Mountain man Brewing Company. Marketing Management Internship under prof Sameer Mathur

1. CASE STUDY
MOUNTAINMANBREWING
COMPANY
By Poorvang Agrawal
Internship under prof.
Sameer Mathur

8. WHY IS IT A SUCCESS?
Family owned business.
Targeted blue collared workers in the premium segment over the age of 45.
Sold at off premise locations.
Followed grassroots marketing to create brand awareness.
Quality attributes of brand-authenticity, quality, unique west Virginia toughness.
Distinct bitter flavor of beer and greater alcohol content.
Effective bottling and packaging.

10. COMPETETORS

11. CHRIS WANTS TO LAUNCH MOUNTAIN MAN
LIGHT BEER FOR THE YOUTH TO DRIVE UP
REVENUES EITHOUT DAMAGING THE BRAND’S
CORE EQUITY OF MOUNTAIN MAN LAGER.

13. LOOKING AT ALTERNATIVES
DON’T LAUNCH LIGHT
BEER
LAUNCH LIGHT BEER UNDER
BRAND NAME
LAUNCH LIGHT BEER
UNDER NEW BRAND
NAME

14.  DON’T LAUNCH LIGHT BEER

15.  LAUNCH LIGHT BEER UNDER BRAND NAME

16.  LAUNCH LIGHT BEER UNDER NEW
BRAND NAME

17. Assumption-2%annualrevenuelosstill2010.
Regionalrevenuegrowthof mountainmanlight4%
annually.
Mountainmanshallsteadilygrowitsshareof
regionalbeermarketat rateof 0.25%of total
regionalmarketshareannually.

19. Targetingnewsegmentof customerwill alienatethe
existingsegmentof blue collarworkers.
Mountainmanshallneverachievethesameloyalty
amongthenewyoungercustomers.
Thecorebrandequityshallgeteroded.
Mountainmanstillstandsandsurvivesduetoitsgreat
brandname.
A fataldecisionmightdilutethabrandname.

21. CONCLUSION
Although it is going to take the brand a decently long time to breakeven and start making
profit, this move is absolutely necessary as the sales of mountain beer lager is projected to
constantly decline.
Also, looking at demographics, we can see that the future generations prefer light beer. Light
beer is a growing market.
Thus, they should go with the idea of launching mountain man light beer under the same
brand name.
Devise an effective marketing strategy using 4P mix to enhance brand imageand provide value
o newer as well as core customers.