Mountain Man Brewing Company Project

8/20/2019 Mountain Man Brewing Company Project

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“Team 2

Dobrescu MonicaLazarean Adrian

Oprea – Balais RazvanPatru Giorgiana

Popovciuc Anna

Mountain Man Brewing Company


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Introduction


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MMBC !"e Co#pan$ and t"e Brand

%&ounded in '()* b$ Guntar Prangel in +est,erginia-

%&la.oured/ bitter – tasting beer – MountainMan Lager-

%B$ '(01 t"e product reputation as a 2ualit$

beer .as entrenc"ed t"roug"t 3ast andCentral Region o4 t"e 5nited 6tates7


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“By 2005, MMBC was generatingrevenues just over 50$ million andselling over 520,000 barrels ofbeer.


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MMBC !"e Co#pan$ and t"e Brand

Distributors in Illinois/Mic"igan/ O"io and +est,erginia7

It "eld top position in+est ,erginia 4or last *1$ear as an old sc"oolbeer7

Price )7)*8 per bottle/97((8 4or a si:;pac


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To accentuate the dark color,original 1925 design was used.


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MMBC sales force

• !ush the"rand#

• $etting o%premise

locaion.

Brand e2uit$

Blue collar male build purcase !0"of te beer in li#uor stores andsupermarets%


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Mountain Man=sCo#petition


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'7 Ma>or do#estic producers ; ?9@

and4ul o4 co#panies- t"e biggest in t"eindustr$7


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)7 6econd;tier do#estic producers ;')/*@

Mediu#;sized co#petitors-1 regional bre.eries 56/ ov )11*E7


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7 I#port beer co#panies ; ')@

; More Foavoured- bitter;tasting beer7

Disadvantages

; ig"er s"opping cost-; +ea


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97 !"e cra4t beer industr$ ; '7* @

97'7 Bre.pubs – restaurants bar establis"#ents-97)7 Microbre.eries – li#ited distributionnet.or


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Industr$ anal$sis


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“; &e largest beer maret in te world ' over $(5

billion in sales)

; *+," - beer sales ' /ast Central region of -)

; lut of product ' closing of many independentbreweries in /ast Central region.


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MMBC=ssurvival

reason it

served alarge enoug"#ar


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Mountain Man – #ar


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Co#pan$ 6trateg$


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Let=s evaluate t"e single;brand product strateg$ J

%&now for "eing '(est )irginia*s "eer '

%+elies heaily on "rand loyalty and word

of mouth 'grassroots- adertising.

%Consumer target "luecollar middle tolower income age oer /5

%0onloyal consumers spread theirconsumption across up to e other"eer "rands


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Current distinctive custo#ers

%Males

%+or


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Current Mar


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&actors t"at "ave enabled MMBC to create a strongbrand


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+"$ to introduce a lig"t beerN

% e.er/ 4ast gro.ing product categor$-

% !"e onl$ beer categor$ de#onstrating consistent

gro.t"

% +ould "elp MMBC gain s"are in on;pre#iselocations bars and restaurants7

% !"ere is a need to increase distribution a#ongbars ."ic" is onl$ 1@ o4 current sales


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Mountain Man is a family "usiness. oes it matter3

% ≠ 4ro# its co#petitors

because o4 its "istor$-

% ounger beer drin


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&actors o4 success


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% 6trong brand

% Qualit$ o4 products

% Aut"enticit$

% Lo$al custo#ers brand lo$alt$ *@E

% Investing in branding activities

% Co#pan$=s "istor$ independent/ 4a#il$ bre.er$E


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!i#es o4 c"ange


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Is t"ere an opportunit$ 4or launc"ing a ne. lig"t beerN

•

4ast;gro.ing product categor$

• t"e onl$ beer categor$ de#onstrating consistent gro.t"

• deHned target seg#ent o4 consu#er )'; )? $ears old/ “Hrst;ti#e drin


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Are “Hrst;ti#e drin


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Conclusions


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Lig"t beer6+O! Anal$sis


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6trengt"s

Brand and co#pan$ "istor$

3:pand consu#er #ar


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+ea


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Opportunities

6"i4t in drin


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!"reats

Increase in 4ederal ta:es

Decrease o4 beer consu#ption

ig" co#petition do#estic/ i#portE


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Reco##endations


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We advise MMBC to launch the Light Beer.

• very well created product strategy

• keep current customers, increase future potential ones

• opportunity to consolidate the company’s position on the

market


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Thank you4

06 78:T;

Documents

Mountain Man Brewing Company Project