2 options a) introduce light beer under mountain man brand name b) introduce light beer under a different brand name 11 a) introduce light beer under mountain man brand name advantages disadvantages low advertisement costs reduction in sales volume and revenue of the core product increase in revenue loss of blue collared core customers come. Mountain man brewing co bringing the brand to light case solution every university gives certain assignments to their students so that their learning can be improved in the case of harvard university, they assign case studies to their students. The case centre is a not-for-profit company limited by guarantee, registered in england no 1129396 and entered in the register of charities no 267516 vat no gb 870 9608 93 it is also the trading name of the case centre usa, a non-profit making company. 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.
Case analysis mountain man brewing company: bringing the brand to light mountain man brewing company (mmbc) was founded by guntar prangel in 1925 he reformulated an old family brew with quality ingredients, resulting in a flavorful bitter tasting beer which was launched as the mountain man lager. Mountain man brewing company:bringing the brand to light market definition: american beer industry market size: $75 billion industry industry trends: y over the previous six years, light beer sales in the united states had been growing at a compound annual rate of 4%, while traditional premium beer sales had declined annually by the same. Marketing management spring semester, 2014 casa analysis: mountain man brewing company: bringing the brand to light this preview has intentionally blurred sections sign up to view the full version.
Mountain man brewing company (mmbc) has produced a high-quality, great tasting premium lager for the people of east central region of america since guntar prangel brewed his first batch of beer using a family recipe in 1925. Chris is considering the production of a light beer for mountain man brewing company as a way to compensate for the recent decline in sales and increase in the market for light beer sales how can the production of a light beer appeal to a younger demographic essay on mountain man brewing company: bringing the brand to light 1839 words | 8. Mkt 247 case 1 ya xiao professor: anne hamby mountain man brewing co: bringing the brand to light uncover the degree of the problem by projecting profitability for the next five years if no new brand is introduced.
2069 may 28, 2007 heide abelli mountain man brewing company: bringing the brand to light it was february 20, 2006, in the new river coal region of west virginia. Position statement mountain man brewing company has a strong loyal following and is known to be west virginia’s beer they are the leader in the lager category with a 53% sole brand loyalty rate mmbc should decide to keep status quo and not try to compete in the light beer category. 2069 1 mountain man brewing company: bringing the brand to light chris switched off the videotape and glanced up at a photograph of his father with a group of rugged, middle-aged men from the coal miner's union. Mountain man brewing company: bringing the brand to light i need help with a short case study i have to identify the problem followed by a couple alternative solutions and i must identify the pros and cons of those.
Mountain man light to young people without eroding the core brand equity of mountain man lager as chris prepared to discuss the brand extension with oscar, he knew that whatever strategy mountain man pursued, it would have dramatic implications for the brand, the company, and his. 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 product. Mountain man brewing company: bringing the brand to light submitted by: mohana goel [12dm077] mohit bhola [12dm078] nidhi dalal [12dm090] nishant raj [12dm097] nishtha chugh [12dm098] piyush chib [12dm102.