47819779 mountain brew case analysis

7/17/2019 47819779 Mountain Brew Case Analysis

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Case Analysis:

Mountain Man Brewing Company

Marketing Management I

Nagesh Savukar 2010124

Nisarg stwal 20101!"Nishith Agrawal 20101!#

$anka% Shi&urkar 201014'

$awan (aniani 201014)

$awan *ahiliani 201014"



Case Ba+kgroun&Case Ba+kgroun&

Mountain man brewing company was setup in1925 is a family run business and it has its roots

firmly set in West Virginia

‘Mountain Man Lager’ is its core product whichpushed and sustained the growth of company for

decades

!n the past " years# there is a constant shift from

lager or premium beer to the light beer



$roblems$roblems%ow to stop the re&enues from freefalling

continuously'

%ow to introduce a light beer without affecting thebrand image and the sentiments of the currentconsumer(

%ow to compensate for the possible loss in shelfspace with retailers'

%ow to re&amp sales of its core brand# MountainMan Lager



)nalysis )nalysis

* +,isting mountain man customers do not want a

change while young generation wouldn’t mind a

lighter &ersion

* -all in re&enue e&en after being a successful

company

* .hrin/age of premium beer segment



.olutions.olutions

The company should introduce the light

beer as “Mountain Man Light”.* Light beer category accounted for 50(" of

&olume sales in 2005 compared with 29( in

2001(

* Light beer sales in the (.( had been growing ata compounded annual rate of "# while

traditional premium beer sales had declined

annually same percentage(



.olutions.olutions

* 3ompany should go for brand e,tension for its

growth

* 4arget segment 21627 i(e( younger generation

which is 27 of the o&erall beer consuming

population(

* Light beer appealed to younger drin/ers o&erall

and to female# it accounts for "2(



.olutions

* 8rand image of Mountain Man will help for the

sales of light beer(

* 3onsumer study re&ealed Mountain Man rated

high in terms of awareness with the younger

generation(

* !ntroduction of Light beer at restaurants and

bars



.olutions

* Launching light beer would not harm Lager

image because it target segment is completelydifferent(

* !n the short term it doesn’t reuire ma:or

capital e,penditures and euipments(

* -irst it should start promoting it in West

Virginia(



3onclusion3onclusion

;Mountain Man Light; should be introduced into the

mar/et at the earliest possible opportunity withmajority of sales to be done, at bars and

restaurants rather than on off-premise

locations(



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47819779 mountain brew case analysis

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