The document outlines a plan for Mountain Man Brewing Company to launch a new light beer brand called "Light Brew" to target younger consumers and capture market share in the growing light beer segment. It discusses positioning the new brand against competitors, promotion strategies focused on universities in key regions, and metrics to track the brand's performance in sales, awareness, shelf space penetration, and gaining new on-premise locations. The brand extension aims to leverage MMBC's heritage and reputation for quality while appealing to a younger demographic through more modern branding and grassroots marketing.

1. Light Brew Group E – Carol – George – Miguel – Pablo Rodrigo - Sebastian

2. Presentation Format Light Beer SWOT Competition Decision Situational Analysis The Status Quo Prognosis Mountain Man Light Brew Implementation plan Contingency Plan Product Strategy Alternative Options KPI’s Ads

3. The Mountain Man Heritage Founded in 1925 in West Virginia and grew to strong regional brand by 1960 High alcohol content beer for blue collar market, with dark brown bottle and bitter taste. The Working man’s beer High Brand recall percentage. Winner of several prestigious brewing awards

4. Competitive Landscape Major Domestic Producers Second Tier Domestic Producers 12.5% 42% 23% MMB MMB 1.4% 9% 12% 1.5% Importer Beer Companies Craft Beer Industry

5. Situational Analysis Revenue decline of 2% annually due to changes in customer preferences Aging customer base of 55-65 spending less and shrinking 70% of sales through off-premise location witnessing increasing pressure from larger producer

6. Situational Analysis Revenue in the Light Beer segment increasing 4% annually Younger market account for 27% of total category spending Younger demographic are in loyalty development phase

7. Trend Analysis -Lager 3M 19% Female 81% Males 32% 45-54 19% 55-64 2M 13% 65+ 19% 35-45 15% 25-35 2% 21+ 1M 2005 2006 2007 2008 2009 2010

8. Trend Analysis –Light Beer Barrels 23M 58% Male 42% Female 24% 35-44 22M 22% 45-55 20% 25-34 21M 14% 55-64 20M 12% 65+ 9% 21-24 19M 18M 2005 2006 2007 2008 2009 2010

9. Prognosis + recommendations 70% of sales through off-premise location witnessing increasing pressure from larger producer Customer trends and declining sales show need for new revenue stream other then Lager

10. SWOT – strengths Build on current brand equity for faster brand awareness 0.25% Ability to leverage awards as “American Champion Lager” History of success in low cost grass roots marketing Awareness Ability to build on anti-corporate image and “red-neck is cool” trend Advertising dollars invested

11. SWOT – weaknesses New brand extension will spread already thin resources of the company Company does not have the budget to compete in the light beer advertising market

12. Status Quo SWOT - Opportunity Light Brew Opportunity to reach younger demographic And increase lifetime customer value Opportunity to reach younger demographic And increase lifetime customer value Opportunity to capture part of the 19.5 M barrels forecasted to sell in 2006 - $$ Could break even in 95,200 Barrels or 2.4 years

13. SWOT – Threat Strategic response of competition could drown out any promotional campaign of MMBC Risk of canalization of core brand Alienation of core customer through new brand that might not be inline with their aspirations of MMBC

14. Status Quo Decision Light Brew

16. Competitive Landscape

17. Branding Light Brew Brand Stories MMBC Pop Culture Brand Culture Heritage and Quality in a beer, for real people. Brand Stories Brand Stories Brand Stories Influencers Customers

18. Execution plan

20. Bold colors and label to stand out at retail and bars

23. Product Strategy - promotion West Virginia Pride campaign – I AM VIRGINIA Hundreds of Universities in Central Eastern Region from 5K to +40K students Bar mats to be given to all bars in partner locations carrying Light brew and MMB Promotional staff to visit university bars and social areas WV BEER Anti – Trend promotional strategy making country “cool” Target promotion to University areas and promotional sponsorship of student events Bar mats also give to all retail location selling to infiltrate other product purchases Competition among co-eds to be official in “Light Brew” promo calendar Building on anti-corporate brand equity as a beer of honest quality Fraternity and Sorority associations Promotional material to cover all partner retailers Promo girls to have small giver aways with MMBC Light Brew branding

24. Product Strategy –Permission promo Permission Marketing getting customer involved in our brand and connecting other customers Mountain Man Memories – http://www.youtube.com/watch?v=6B26asyGKDo Great Man Moments – Saluting greatness of being a man http://www.youtube.com/watch?v=P0Gc9zRFL2o&feature=related

25. Product Strategy -place Experts see brand extensions as good method of focusing distributers and gaining shelf space Need to increase distribution among bars which is only 30% of current sales On-premise locations are frequented by younger target market

26. Product Strategy -price

27. Contingency plan

28. Continual performance Sales Awareness Shelf space % of 35-34 MKT New On premise locations

29. Continual performance