MOUNTAIN MAN BREWING COMPANY - BRINGING THE BRAND TO LIGHT
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Harvard Business School case study analysis as a task for internship under Prof. Sameer Mathur of IIM Lucknow.
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Mountain Man Brewing Company
- Mountain Man Brewing Company (MMBC) was founded in 1925 in West Virginia and produced a single beer called Mountain Man Lager. By the 1960s it had established itself as a quality brew in the eastern US.
- In 2005, MMBC sold 5.2 million barrels of Mountain Man Lager, generating $50 million in revenue. However, sales declined 2% for the first time as the market shifted to light beers popular among young drinkers.
- To address this, MMBC is considering introducing a light beer called Mountain Man Light to diversify its product line and offset further losses to its flagship lager. Financial projections show the new light beer would break even on sales within two
Finance project Mountain man
Mountain Man Brewing Company is facing declining sales of its traditional dark lager and must decide whether to launch a new light beer line. Light beer sales are growing 4% annually while traditional beer sales are declining 4% annually. Younger consumers under age 45 prefer light beers and are not being targeted by Mountain Man's marketing. Mountain Man will likely see increased revenues and market share if it launches a light beer, gaining profits even in the base case scenario. However, there is risk the new beer may cannibalize existing lager sales. The case analysis examines financial ratios and potential market share and profitability scenarios to help Mountain Man decide whether to launch the new light beer brand.
Case Study on Mountain Man Brewing Company
The central managerial question of this case is to how to revive the sales of MMBC in saturated market.
Case Study-Mountain Man Brewing Co.
Mountain Man Brewing Co. is a market leader in West Virginia that produces one beer called Mountain Man Lager. To remain profitable amid a 2% revenue decline, the company is considering launching a light beer called Mountain Man Light to tap into the growing light beer segment. This would involve new product development, marketing, and costs of $1.65 million. The strategy could increase revenue but faces risks of high costs, competition, and difficulty building a new brand.
Mountain Man Brewing Company - Case Study
Mountain Man Brewing Company is a family-owned brewery that has been successful for over 50 years brewing its flagship Mountain Man Lager beer, which is popular among blue-collar workers. However, the company is now experiencing a decline in sales for the first time as the market for light beers is growing. The case study evaluates whether Mountain Man should launch a light beer called Mountain Man Light to attract younger drinkers and capture market share in the growing light beer segment. An analysis of revenues, costs, and market forecasts suggests that Mountain Man Light could be profitable and cover its investment costs within two years. Therefore, the document recommends that Mountain Man Brewing Company should enter the light beer market with Mountain Man Light.
Mountain man brewing company: Bringing the Brand to Light
Mountain Man Brewing Company (MMBC) is facing a 2% decline in revenue as the light beer segment grows in popularity among youth. MMBC currently has high brand equity in the premium beer segment but holds no share in the growing light beer market, which is dominated by large competitors. The case study analyzes two options for MMBC to enter the light beer segment: 1) introducing a light beer under the Mountain Man brand or 2) introducing a light beer under a new brand. Introducing a light beer under the existing brand carries risks of brand dilution but has lower costs, while a new brand would have higher costs to build awareness but protect the core brand. Financial analysis shows that introducing a light beer under
Mountain Man Brewing Company
The document discusses Mountain Man Beer Company's options to address declining sales and an aging customer base. It is considering introducing a light beer brand. Analyses show introducing a light beer under the Mountain Man brand could break even within two years if it gains 0.25% market share annually. However, this could risk cannibalizing existing brands or confusing brand positioning. Creating a new light beer brand would be more expensive and difficult. The document concludes Mountain Man should introduce a light beer under its brand, targeting both loyal customers and younger drinkers, using effective marketing.
Harvard Business Case Study on Mountain Man Brewing Company
This is a case study and analysis conducted on one of the Harvard Business School Cases - Mountain Man Brewing Company: Bringing The Brand To Light.
Chris Prangel, a recent MBA graduate, has returned home to West Virginia to manage the marketing operations of the Mountain Man Beer Company, a family-owned business he stands to inherit in five years. Mountain Man brews just one beer, Mountain Man Lager, also known as "West Virginia's beer" and popular among blue-collar workers. Due to changes in beer drinkers' taste preferences, the company is now experiencing declining sales for the first time in its history. In response, Chris wants to launch Mountain Man Light, a "light beer" formulation of Mountain Man Lager, in the hope of attracting younger drinkers to the brand. However, he encounters resistance from senior managers. Mountain Man Lager's brand equity is a key asset for Mountain Man Brewing Company. The question is whether Mountain Man Light will enhance it, detract from it, or irreversibly damage it.
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Mountain Man Brewing Company
- Mountain Man Brewing Company (MMBC) was founded in 1925 in West Virginia and produced a single beer called Mountain Man Lager. By the 1960s it had established itself as a quality brew in the eastern US.
- In 2005, MMBC sold 5.2 million barrels of Mountain Man Lager, generating $50 million in revenue. However, sales declined 2% for the first time as the market shifted to light beers popular among young drinkers.
- To address this, MMBC is considering introducing a light beer called Mountain Man Light to diversify its product line and offset further losses to its flagship lager. Financial projections show the new light beer would break even on sales within two
Finance project Mountain man
Mountain Man Brewing Company is facing declining sales of its traditional dark lager and must decide whether to launch a new light beer line. Light beer sales are growing 4% annually while traditional beer sales are declining 4% annually. Younger consumers under age 45 prefer light beers and are not being targeted by Mountain Man's marketing. Mountain Man will likely see increased revenues and market share if it launches a light beer, gaining profits even in the base case scenario. However, there is risk the new beer may cannibalize existing lager sales. The case analysis examines financial ratios and potential market share and profitability scenarios to help Mountain Man decide whether to launch the new light beer brand.
Case Study on Mountain Man Brewing Company
The central managerial question of this case is to how to revive the sales of MMBC in saturated market.
Case Study-Mountain Man Brewing Co.
Mountain Man Brewing Co. is a market leader in West Virginia that produces one beer called Mountain Man Lager. To remain profitable amid a 2% revenue decline, the company is considering launching a light beer called Mountain Man Light to tap into the growing light beer segment. This would involve new product development, marketing, and costs of $1.65 million. The strategy could increase revenue but faces risks of high costs, competition, and difficulty building a new brand.
Mountain Man Brewing Company - Case Study
Mountain Man Brewing Company is a family-owned brewery that has been successful for over 50 years brewing its flagship Mountain Man Lager beer, which is popular among blue-collar workers. However, the company is now experiencing a decline in sales for the first time as the market for light beers is growing. The case study evaluates whether Mountain Man should launch a light beer called Mountain Man Light to attract younger drinkers and capture market share in the growing light beer segment. An analysis of revenues, costs, and market forecasts suggests that Mountain Man Light could be profitable and cover its investment costs within two years. Therefore, the document recommends that Mountain Man Brewing Company should enter the light beer market with Mountain Man Light.
Mountain man brewing company: Bringing the Brand to Light
Mountain Man Brewing Company (MMBC) is facing a 2% decline in revenue as the light beer segment grows in popularity among youth. MMBC currently has high brand equity in the premium beer segment but holds no share in the growing light beer market, which is dominated by large competitors. The case study analyzes two options for MMBC to enter the light beer segment: 1) introducing a light beer under the Mountain Man brand or 2) introducing a light beer under a new brand. Introducing a light beer under the existing brand carries risks of brand dilution but has lower costs, while a new brand would have higher costs to build awareness but protect the core brand. Financial analysis shows that introducing a light beer under
Mountain Man Brewing Company
The document discusses Mountain Man Beer Company's options to address declining sales and an aging customer base. It is considering introducing a light beer brand. Analyses show introducing a light beer under the Mountain Man brand could break even within two years if it gains 0.25% market share annually. However, this could risk cannibalizing existing brands or confusing brand positioning. Creating a new light beer brand would be more expensive and difficult. The document concludes Mountain Man should introduce a light beer under its brand, targeting both loyal customers and younger drinkers, using effective marketing.
Harvard Business Case Study on Mountain Man Brewing Company
This is a case study and analysis conducted on one of the Harvard Business School Cases - Mountain Man Brewing Company: Bringing The Brand To Light.
Chris Prangel, a recent MBA graduate, has returned home to West Virginia to manage the marketing operations of the Mountain Man Beer Company, a family-owned business he stands to inherit in five years. Mountain Man brews just one beer, Mountain Man Lager, also known as "West Virginia's beer" and popular among blue-collar workers. Due to changes in beer drinkers' taste preferences, the company is now experiencing declining sales for the first time in its history. In response, Chris wants to launch Mountain Man Light, a "light beer" formulation of Mountain Man Lager, in the hope of attracting younger drinkers to the brand. However, he encounters resistance from senior managers. Mountain Man Lager's brand equity is a key asset for Mountain Man Brewing Company. The question is whether Mountain Man Light will enhance it, detract from it, or irreversibly damage it.
Mountain Man Brewing Company - Harvard Business School Case Study
Facing decline in revenues , Chris Prangel has to take a decision to launch a anew product. What should he do?
Mountain Man Brewing Company:Bringing the Brand to Light
The document discusses the history and current state of Mountain Man Lager, an independent brewery founded in 1925 in West Virginia. It was well established by the 1960s but now faces declining sales and changing consumer preferences toward lighter beers. The company generates $50 million annually from its sole brand but revenues were down 2% in 2005. Younger consumers prefer light beers which provide an opportunity. The CEO has to decide whether to stick with the original brand, launch a new light brand, or extend the Mountain Man brand into light beer. Introducing a Mountain Man Light brand leverages existing brand equity and distribution while reaching a new demographic and has the best chance of profitability within two years.
Mountain Man Brewing Company : Harvard Case Analysis
This document summarizes information about Mountain Man Beer Company (MMBC), including its key people, current situation, competitors, consumers, and marketing strategies. MMBC is facing declining sales as younger drinkers prefer light beers. To attract this demographic, MMBC is considering launching a light beer brand. However, this could undermine its core brand equity if not done carefully. The document analyzes MMBC's options to drive growth while staying true to its original brand identity.
Mountain man brewing company
Mountain Man Beer Company (MMBC) is a legacy brewer in West Virginia that has been family owned for almost 50 years. While it dominates the premium beer market, it has seen a 2% decline in revenue as the light beer segment grows 4% annually due to youth preferences. To capture this market, MMBC is considering introducing a light beer under its own brand or a new brand name. Introducing a light beer under the Mountain Man brand could increase revenue but risks brand dilution and losing core customers. A new brand name avoids this risk but would have much higher advertising costs. Based on market research, MMBC estimates it could break even after 3 years and become profitable if it captures just 0.25
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The document discusses the alcohol industry and Mountain Man Brewing Company (MMBC). MMBC is a family-owned brewery in West Virginia that produces Mountain Man Lager. It is facing declining sales for the first time as beer drinkers' tastes change. Chris Prangel, who has returned to manage marketing, wants to launch Mountain Man Light beer to attract younger drinkers. This could help compensate for core brand losses but risks cannibalizing lager sales. Maintaining the status quo is not viable as competition is growing. Chris must decide whether launching a light brand is economically feasible and sustainable for MMBC.
Mountain Man Brewing Company : Bringing the Brand to Light HBR Case Study
PowerPoint Presentation discussing the marketing case study of Mountain Man Brewing Company: Bringing the Brand to Light. From Harvard business review.
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Mountain Man is a leading brand in the strong beer market. This case study is about analyzing the company's entry into the light beer market.
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Mountain Man Brewing Company is facing declining beer sales as its core customers are aging. It is considering launching a light beer to target younger customers. Chris Prangel, set to inherit the company, analyzes launching a light beer under the Mountain Man brand or a new brand. His analysis shows launching a light beer under a new brand could increase revenue without cannibalizing the original brand. He recommends launching the light beer under a different brand and devising an effective marketing strategy using the 4Ps to attract new customers while maintaining core customers.
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- Mountain Man Brewing Company (MMBC) is a family-owned brewery in West Virginia that has produced Mountain Man Lager for almost 50 years, becoming the market leader in the state.
- MMBC is experiencing declining sales for the first time as consumer tastes have shifted toward light beers. Marketing manager Chris Prangel wants to launch Mountain Man Light to attract younger drinkers.
- A feasibility study found that Mountain Man Light could gain market share in the growing light beer segment and become profitable by 2007, helping to increase the brand's awareness and value. The document concludes Chris Prangel should launch the new light beer product line.
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This case study analyzes Mountain Man Brewing Company and its plan to launch a new light beer brand called Mountain Man Light. Key details:
- Mountain Man Brewing was founded in 1925 and produces Mountain Man Lager, which is the top-selling beer in West Virginia.
- Light beer sales have been growing 4% annually, while traditional beer sales have declined by the same rate.
- The company wants to launch Mountain Man Light to tap into the growing light beer market but faces competition from large brewers.
- There are concerns that the new light brand could cannibalize sales of the core Mountain Man Lager brand. The case examines marketing strategies and risks of the brand extension plan.
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Mountain Man Beer Company
Mountain Man Beer Company (MMBC) is a family owned brewery with a strong brand known for its premium beers. It has seen declining revenues as younger consumers prefer light beers. Two options to address this are introduced: 1) a light beer under the Mountain Man brand, which risks cannibalizing existing sales and brand erosion, or 2) a light beer under a new name, incurring higher advertising costs without leveraging the strong brand. A feasibility analysis shows introducing a light beer under a new brand name could generate over $15 million in additional revenue by 2007 without damaging the core brand. While this option looks promising, introducing light variations on the Mountain Man name could save on advertising costs while leveraging the brand equity.
Mountain man brewing company
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Mountain Man Brewing Company produces a lager made from a family recipe using rare hops and barley. It is priced similarly to domestic beers like Miller and Budweiser. The beer is made in West Virginia and sold in 5 states. It is positioned as a beer for blue-collar workers and aims to align with local authenticity. While the brand has 50 years of reputation, sales are dropping as light beers grow in popularity. The document considers expanding the product line to include a light beer but identifies risks in targeting younger drinkers who prefer mainstream brands. It ultimately recommends investing in branding and marketing to existing customer segments.
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The document discusses the alcohol industry and Mountain Man Brewing Company (MMBC). MMBC is a family-owned brewery in West Virginia that produces Mountain Man Lager. It is facing declining sales for the first time as beer drinkers' tastes change. Chris Prangel, who has returned to manage marketing, wants to launch Mountain Man Light beer to attract younger drinkers. This could help compensate for core brand losses but risks cannibalizing lager sales. Maintaining the status quo is not viable as competition is growing. Chris must decide whether launching a light brand is economically feasible and sustainable for MMBC.
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Mountain Man Brewing Company is facing declining beer sales as its core customers are aging. It is considering launching a light beer to target younger customers. Chris Prangel, set to inherit the company, analyzes launching a light beer under the Mountain Man brand or a new brand. His analysis shows launching a light beer under a new brand could increase revenue without cannibalizing the original brand. He recommends launching the light beer under a different brand and devising an effective marketing strategy using the 4Ps to attract new customers while maintaining core customers.
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- The company wants to launch Mountain Man Light to tap into the growing light beer market but faces competition from large brewers.
- There are concerns that the new light brand could cannibalize sales of the core Mountain Man Lager brand. The case examines marketing strategies and risks of the brand extension plan.
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MOUNTAIN MAN BREWING COMPANY - BRINGING THE BRAND TO LIGHT
- 2. • Launched Mountain Man Lager • Legacy brew by 1960 • Known as West Virginia’s Beer • Premium segment market leader in West Virginia for 50 years • Family owned business • Popular among Blue-Collar workers • Popular among middle aged men over 45 years
- 4. MBA graduate who stands to own MMBC
- 7. 1. Increasing light beer sales at CAGR 4% 2. Declining premium beer sales 3. Declining MMBC revenue
- 10. • Known for authenticity , quality and unique West Virginia ‘toughness’ • Young drinkers aware of the brand • Grass roots marketing was effective • Customers tended to be very loyal (Brand loyalty rate 53%)
- 13. A statement by one of the customers : “My dad drank Mountain Man just like my granddad did. They both felt it was as good a beer as you could get anywhere.”
- 15. PROS • MORE REVENUE • UNTAPPED MARKET • NO BRAND DILUTION CONS • HIGH ADVERTISING COST • HIGHLY COMPETITVE LIGHT BEER MARKET
- 16. PROS • MORE REVENUE • UNTAPPED MARKET • NO ADVERTISEMENT COST CONS • PRODUCT CANNIBALISATION • BRAND DILUTION
- 19. • TIME NEEDED : 2 YEARS • ESTIMATED COST PER BARREL : VARIABLE COST - $66.93 EXTRA COST - $4.69 TOTAL COST - $71.62 • MARKET PRICE PER BARREL : TOTAL REVENUE - $50,440,000 TOTAL SALES - 520,000 (In Barrels) SELLING PRICE - $97 ( TOTAL REVENUE/TOTAL SALES) • REVENUE PER BARREL - $25.38 ( SELLING PRICE – TOTAL COST)
- 20. • ESTIMATED LIGHT BEER GROWTH : CAGR 4% • INITIAL MARKET SHARE OF MMBC: 0.25% • INCREASE IN MARKET SHARE PER YEAR FOR MMBC : 0.25% • INITIAL ADVERTISEMENT COST : $750,000 • ANNUAL SG&A COSTS : $900,000 • TOTAL COST FOR 2 YEARS : $750,000 + 2*(900,000) = 2,550,000
- 21. • TOTAL COST FOR 2 YEARS : $750,000 + 2*(900,000) = 2,550,000 • REQUIRED TOTAL BARREL SALES IN 2 YEARS : 100473 • ESTIMATED BARREL SALES IN 2 YEARS(2006 & 2007) : 149744 TABLE SUPPORTING DATA PROVIDED AHEAD……..
- 23. • Projected estimate achievable • MMBC would break even by 2007 • Diversification of product would provide better exposure • The present brand equity would boost Mountain Man Light sales
- 25. Created by Rohit George, USICT, during an internship by Prof. Sameer Mathur, IIM Lucknow.