Mountain Man Brewery Case

Topics: Brand, Marketing, Advertising Pages: 3 (732 words) Published: November 9, 2014
Mountain Man Brewing Company is one of many local companies that has been threatened by large corporations. This case focuses on a family-owned, local company threatened by decline in sales. The new marketing operations manager, Chris Prangel, has been faced with the challenge of product innovation to help the company improve sales. The introduction of a lighter beer is the solution Prangel landed on while deciding the company’s future. With many doubts from many company employees including the company owner and Chris’ father, Oscar, he was determined to make this new product a success. Several concerns came to light as Chris was researching the new product and the target market it would serve. He found MMBC to be mostly desired by 45-54 year-old males with low to medium income level. Small percentage of blue-collar customers were found to have the highest customer loyalty with largest sales percentage. Even though the results of this research showed strong brand loyalty and support of “anti-big-business” values, Chris knew that MMBC would need to capture more customers in order to stay competitive and improve sales. Research showed that early to late twenties population preferred light beer to any other. This would also be more attractive to female customers who prefer light beer to any other. Even though Chris wanted to gain more customers, however, he did not want to lose any of the current ones who were loyal to the brand. Tradition and a strong brand are some of the reasons why customers preferred Mountain Man Lager to any other large or imported brew. Shelf space is another reason Chris was skeptical about Mountain Man Light. Some grocery stores may not be willing to sacrifice other products’ shelf space for the light beer, therefore MMBC would be forced to sacrifice Lager shelf space for the Light. The value of a product may come from many factors. Some customers may value a product more than others because it has more of what they are looking for. The...
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