Mmbc Marketing Case

Introduction

Mountain Man Brewing Company (MMBC) is a tone beer, positioned in the premium domestic segment and priced similarly to different beers in this segment such as Miller and Budweiser (see Fig. 1). The marker enjoys the highest level of awareness amongst consumers in West Virginia, winning many awards and accolades as a premium American beer. The bulls eye relies on its history and its status as a family-owned, independent brewery to word consumer perception of the beer as authentic and of a high quality. The fuddled branding of MMBC as the everymans down-to-earth beer has been instrumental in seeing it through the increased competition brought on by the development of large national brewers, which sealed the fates of many some other regional breweries.

Yet for all its success, MMBC faces serious challenges due to shifts in consumers tastes and preferences. MMBCs revenue has been shrinking at a vagabond of 2% year-on-year in its maturing market. The prospect of its continual decline seems likely, as it faces tough competition from new products such as the cleverness beer category. The light beer has proven itself to be a real menace to MMBC as it has dominated the beer industry and is the only beer category to suck in consistent growth in market share (see Fig. 2).




Strategies

With this certain situation at hand, MMBC have three alternatives a) To maintain its adept brand strategy, for which Mountain Man lager beer (MM Lager) is its cash cow, b) To realize a multi-brand strategy by introducing a light beer infra a different label or c) To employ a brand extension strategy, by introducing a light beer down the stairs MMBC brand name.

a)Maintain Single Brand Strategy

MM Lager has been reputed for its distinctively bitter flavor and slightly higher than reasonable alcohol content that uniquely contributed to the companys brand equity. Strong brand awareness and loyalty have been elegant amongst its blue collared consumers and may possibly tide MMBC through tough...If you requirement to get a full essay, order it on our website: Orderessay



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