Mountain Man Brewing Company is a beer brewing company founded in 1925 in West Virginia. It produces Mountain Man Lager, which became famous for its quality in the eastern central region. While it dominates the regional market, Mountain Man is facing declining sales from increased competition. To attract younger drinkers, the company is considering introducing a light beer called Mountain Man Light. However, this risks alienating existing customers or distracting from its core lager. An alternative is launching a new product without using the brand name.

1. MOUNTAIN MAN BREWING
COMPANY
CASE STUDY :

2. What is Mountain Man brewing
company ?
Who is CHRIS PRANGEL?

3. IT IS A BEER BREWING
COMPANY. MOUNTAIN
MAN LAGER IS IT’S
PRODUCT.FOUNDED IN
1925 BY GUNTAR
PRANGEL

4. KEY ROLE PLAYERS OF COMPANY :
OSCAR PRANGEL - OWNER AND PRESIDENT
OF THE COMPANY
JOHN FADER – VICE PRESIDENT OF SALES
CHRIS PRANGEL – A MBA GRADUATE AND
WAS TO INHERIT MMBC .

5. CORE COMPONENTS OF MMBC :
MADE OF BAVARIAN HOPS AND UNUSUAL STRANDS OF BARLEY .
BECOME FAMOUS AS A QUALITY BEER IN EAST CENTRAL REGION IN 1960.
IN 2005 ITS NET REVENUE IS $ 50 MILLION SELLING 520,000 BARRELS OF BEER OF MOUNTAIN
LAGER .
 BLUE COLLAR S ARE LOYAL CONSTUMERS.

6.  BEST BEER IN WEST
VIRGINA
 BEST BEER IN INDIANA.
 SELECTED AS AMERICA’S
CHAMPIONSHIP LAGER

7. IT’S BITTER FLAVOUR AND SLIGHTLY
HIGHER THAN AVERAGE ALCOHOL
CONTENT DISTIGUISHES IT FROM OTHER
BRANDS

8. MAJOR DOMESTIC PRODUCERS. IN
2005 IT HAD 74% OF BEER
SHIPMENTS
EX: Anheuser Busch, Miller Brewing
Company, and Adolf Coors
Company.
SECOND TIER DOMESTIC
PRODUCERS. IN 2005,IT HAD 12.5
% OF BEER SHIPMEMENTS.
EX:Pabst Brewing
Company and Genessee
IMPORT BEER COMPANIES .
IN 2005,IT HAD 12 % OF BEER
SHIPMEMENTS.
EX :Beck’s,, Holland , Molson ,
and Corona
CRAFT BEER INDUSTRY .IN 2005,IT
HAD 1.5 % OF BEER
SHIPMEMENTS.
EX:Brewpubs, microbreweries,
contractbreweries, and regional
craft breweries.
Competitors of
MMBC

9. Competitive Market Shares in Barrels by Brewer :
EAST CENTRAL REGION 2005 MARKET SHARE
Anheuser-Busch 49%
Miller 24%
Coors 11%
OTHER BRANDS 14%
IMPORTS 2%
TOTAL LIGHT BEER 100%

11. MOUNTAIN MAN LAGER
IT IS KNOWN AS WEST VIRGINIA’S BEER .
AUTHENTICITY,QUALITY,TOUGHNESS
YOUNGER BEER
DRINKERS SHOW
APPERICIATION FOR
BRAND’S ASSOSIATION
WITH AN INDEPENDENT
BREWERY.(ANTI BIG
BUSINESS)

12. MMBC RELIES ON GROSS ROOT MARKETING TO SPREAD ITS
BEER QUALITY MESSAGE BY WORD OF MOUTH ; WHILE
NATIONAL BEER COMPANIES USED LIFESTYLE
ADVERTISEMENTS AND SPENT $700 MIILION ON BEER ADS
ANUALLY REPRESENTING 70% OF TOTAL ADVERTISING
EXPENDITURE.

13. BULE COLLAR CUSTOMERS ARE
ITS LOYAL CONSTUMERS . THE
SOLE
BRAND LOYALITY RATE FOR
MOUNTAIN MAN LAGER WAS 53%.

15. It is facing 2% decline in sales.

16. DUE TO COMPETITION FROM WINES AND SPIRTS BASED
DRINKS , INCREASE IN FEDERAL EXCISE TAX . ALSO
BECAUSE OF AGING IN DEMOGARPHIC SEGMENTS AND
CHANGES IN CONSUMER SEGMENTS.

19. INTRODUCING LIGHT BEER
PRODUCT ;
MOUNTAIN MAN LIGHT BY
TARGETTING YOUNGER
DRINKERS AND FEMALES

22. PROS INLAUNCHING MOUNTAIN MAN LIGHT:
 INCREASING REVENUES AS THERE IS 4% GROWTH IN LIGHT
BEERS CONSUMPTION.
DIVERSIFYING BRAND PORTFOLIOS.
INCREASING CONSUMER MARKET BY ATRACTING
YOUNGESTERS(21-27 YEARS)
LEVERAGING CORE BRAND NAME BY CREATING NEW BEERS.

23. CONS IN LAUNCHING MOUNTAIN MAN LIGHT:
COMPETING AGAINST DEEP POCKET COMPANYS
ALIENATING CURRENT CONSUMER BASE.
DISTRACTING FOCUS AWAYS FROM CURRENT LAGERS

24. IT IS OBVERSED 50.8 % OF VOLUME SALES OF LIGHT BEER
,COMPARED WITH 29.8% IN 2001.
AND 4% GROWTH IN ANNUAL SALES AND SAME PERCENT
DECLINE IN TRADITIONAL BEERS.

25. SO, I CONCLUDE THAT MMBC CAN INTRODUCE NEW
MOUNTIAN MAN LIGHT .HOWEVER, IT MAY HAVE SOME RISKS
.ORELSE IT CAN INTRODUCE NEW PRODUCT WITHOUT USING IT’S
BRAND NAME , BUT IT INCREASES ADVERTISING EXPENSES.
MOUNTAIN MAN BREWING COMPANY:
BRINGING BRAND TOLIGHT!!

27. DISCLAIMER
CREATED BY PENUMARTHI AISHWARYA ,SVNIT DURING
MARKETING INTERNSHIP UNDER PROF.SAMEER MATHUR,
IIM LUCKNOW.