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Mountain Man Brewery

State of the Art marketing approach
by

Nishith Dhawan

on 24 March 2013

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Transcript of Mountain Man Brewery

Market Trends & Growth Since 2001, U.S. per capita beer consumption had declined by 2.3%, largely due to competition from wine and spirits-based drinks, an increase in the federal excise tax, initiatives encouraging moderation and personal responsibility, and increasing health concerns. International Marketing - Group Assignment
Mountain Man Brewery Case SITUATION ANALYSIS MMBC existing position on the market (2005) Team 7
Nishith Dhawan, Mickael Le Port, Charudutt Gavankar, Godfrey Orkeh, Jivko Todorov SWOT Analysis Competition (market shares in barrels – East Central Region) Product Offering “West Virginia’s Beer” Critical Issues (The 4 P’s of Marketing) Marketing Objectives MARKETING
STRATEGY Positioning Challenge Turning Point Success ! Today Marketing Plan Introduce Light beer as brand name extension
Develop an education plan to pub owners and new customers on existing product (summer camp)
Opening a Visitor Centre – Brewery Tour, Bistro/Restaurant, Shop
Promote a new marketing concept on beer cocktails Advantages :

Increase in revenue with a limited product cannibalization
Low advertising costs (brand equity)
Cater to a market growing @ more than 4% CAGR of 18 million – 50% of the market (new product)
Maintain market share on existing product
Additional revenue stream from Visitor center Keys to Success Core attributes of the brand Authenticity
Core to the growth plan is to maintain the brand identity and perception that both brands are from the same source and legacy production formula. Quality
MMB lager has set a high quality standing in the market. Our new consumers should experience the same quality standard associated with the name and become our loyal consumers for the future.

Unique West Virginia “toughness”
Media campaign to buttress the nativity of MMB as a west Virginia brand , made with west Virginia waters, using west Virginia labour, this would create a local loyalty for the brand. Mission statement “Mountain Man brewery is dedicated to bringing an experience of authentic traditional beer, tailored to the taste of the consumer

We wish to build on our loyal consumers by continuing to produce great tastes for the next generation” Mountain Man Brewing Company New Customer Financial impact of launching «MM Light» Advantages :

Increase in revenue with a limited product cannibalization
Low advertising costs (brand equity)
Cater to a market growing @ more than 4% CAGR of 18 million – 50% of the market (new product)
Maintain market share on existing product
Additional revenue stream from Visitor center 3 phases of Planning Detailed Plan Bringing the Brand to Light MMBC Dynamic Strategy
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