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Mountain Man Brewing Company:

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by

Morven Fuller

on 16 September 2013

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Transcript of Mountain Man Brewing Company:

Mountain Man
Brewing Company:
Bringing the brand to light
segmentation
expectation (dis)conformation
applied to the case..
applied to the case..
Product Differentiation
applied to the case..
Expectation
(dis)conformation
Product differentiation
Breakout Activity
groups
Caelyn, Gary, Patrick & Morven
Geographic
Psychographic
Demographic
Behaviour
country
city
terrain
climate
gender
age
education
income
values
attitudes
lifestyle
opinions
interests
brand loyalty
consumption rates
purchasing power
seasonal/occasional
Market Segmentation Strategies
Mass Market
Strategy
Concentration
Strategy
Multi-segment
Strategy
organization's
single
marketing mix
organization's
single
marketing mix
organization's
several
marketing mix
mass market
A B
C
D E F
A
B C
D
E
F
Needs based segmentation
- security, power, esteem


Geo-demographic segmentation
- life stage, wealth of population


Psycho-demographic segmentation
- lifestyle, personality, values
value and lifestyle system
Roy Morgan value segments
differentiated product examples
Post-purchase satisfaction
results when a product
outperforms expectations
(positive disconfirmation).

Some MMBC consumers are opposed to
drinking light beer, some oppose the
corporate nature of the move to light
beer while others are attracted to
the "retro" aspect of the brand.

Consumers generally prefer light
beer to be less "fully flavoured"

MMB should aim to reduce the flavour profile of the light beer, while maintaining all the other impressions of the brand that have been generated by lager


MMBC needs to sell more of the light to make
the same amount of money as it would
have from lager due to extra costs - differentiation
best strategy to follow.
Size constraints limit the strategies available to MMBC - differentiation is the best choice.
MMBC can leverage already existing attributes to differentiate itself.

The creation of a product that results in positive disconfirmation with consumers will also be a product that is differentiated.
based on products allocated, what do you expect from them? do you think you will like it? not like it? are you excited to try the product? is it appealing at all?

how did the product meet your expectations?

focus group
50 year old man - heavy beer drinker
masculine guy in his 30's
younger well-dressed man, mid 20's
early 20's female

two segments
Mountain Man original beer drinkers
- maintain same brand image for loyal customers
- blue collar, low to middle income, over 45 years
Mountain Man light beer drinkers
- target younger audience inc
women
- Expectation, coupled with perceived performance, leads to post-purchase (dis)satisfaction
- Can be positive or negative, pending expectation and performance


- Product outperforming expectation leads to post purchase satisfaction (positive disconfirmation)
- Product falls short of expectations leads to dissatisfaction (negative disconfirmation)
expectation
perceived
performance
confirmation
satisfaction
repurchase

+
-
+
+
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four main constructs of the model
- Expectation: Are predictive and reflect anticipated behaviour

- Perceived Performance: How the consumer rates the product

- Disconfirmation: If the product falls short of expectation

- Satisfaction: If the product reaches expectations

- Distinguish a product from a competitor’s product, as well as a firm’s own products

- Horizontal product differentiation: Consumers have a different preference along one dimension of a product

- Vertical product differentiation: Consumers have the same ordinal preferences, but different cardinal preferences

Why differentiate?
- To make it more attractive
- Reduce competition
- Reach new segments of the market
- Impact on the consumer choice
- Offer market power
- To create a competitive advantage

expectation confirmation
Must keep the brand the same for those that are loyal to the original beer, in order to not disappoint consumers.
Declining segment, but still offers revenue to MMBC
growing segment of light beer drinkers
must penetrate the market soon in order to gain market share before other small breweries do the same
younger more aware drinkers who are looking for an individual variety
multi-segment strategy
Full transcript