mountain man brewing company project
TRANSCRIPT
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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;