Essay About Bitter-Tasting Beer And Mmbc’S Sales

Mountain Man Brewing Co: Bringing the Brand to Light – Case Study – Ya Xiao
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Mountain Man Brewing Co: Bringing the Brand to Light
MKT 247 Case 1Ya XiaoProfessor: Anne HambyMountain Man Brewing Co.: Bringing the Brand to LightUncover the degree of the problem by projecting profitability for the next five years if no new brand is introduced. Use the assumptions mentioned in the case.From the revenue report, even there is no new brand is introduced, the sales would continuously decreasing by 2% each year. It is very serious to a lean company. At the same time, big companies are constantly throwing new products into the marketplace. So MMBC’s sales is going to decrease for the next 5 years.What has made MMBC successful? What distinguishes it from competitors?MMBC’s success have these reasons, first, they use a meticulous selection of rare, Bavarian hops and unusual strains of barley, which comes out a flavorful, bitter-tasting beer. Their history, and independent, family-owned brewery impression create an aura of authenticity and irreplaceable position to their core drinkers. Second, strong brand awareness is necessary to their success too, market research shows that Mountain Man was recognized as a brand of working-class males in the Eat Central region. Third, the perception of good quality and the brand loyalty they cultivated both very important. MML’s distinctively bitter flavor and higher-than-average alcohol content contributed to their brand equity.What is distinctive about MMBC’s product?These are factors customers were considered when they are buying beer products: taste, price, the occasion being celebrated, perceived quality, brand image, tradition and local authenticity. Taste: Mountain Man Beer Company was founded in 1925, after reformulated an old family brew recipe, it became a high-quality and bitter-tasting beer. Price: Its price still kept similar to premium domestic brands which was very acceptable to most of beer drinkers.The occasion being celebrated: MMBC’s target market is blue collars and males over 40 years old, and with its acceptable price and unique bitter-taste, customers can afford to buy it whenever they want to have some beer for relax, dinner or parties. Perceived quality: MMBC using rare, Bavarian hops and unusual strains of barley to manufacture beer with high “drinkability”.Brand image: Since it has respectable market share for an old school, regional brewery, its package has a crew of coal miners printed on a brown bottle, which was attractive to their core customers- blue collars and males over 40 years old. Tradition and local authenticity: at first, MMBC was a old family brewery, then it got developed to the holder of top market among lagers in Vest Virginia for about 50 years, but it still keep the authenticity of a family-owned brewery. What is distinctive about MMBC’s customers?From the profile of Beer Drinkers by Beer Type by Key Demographics, 2005, over 81% of customers of MML are male, about 83% of customers are over 35 years old, and about 72% of customers’ household income are lower than 75,000 per year.

We can find that MMBC’s target customer is very narrow, and concentrate upon working-class mailes. How is MMBC’s promotion different and effective?Since MMBC’s customers have high brand loyalty, high authenticity and high quality, so most of its core customers won’t change their choose to any other beer brand during their lifetime. It has high awareness in young customers too.MMBC do not use much regular advertisements like other domestic beer brand, it relied on grass-roots marketing. Customers believe in public praise more than ads on magazine and TV. The target market of MMBC is very narrow and it contribute to most of its sales, so the brand loyalty is very high, and much higher than all other competitive product. What has caused MMBC’s decline in spite of its strong brand?There are 2 reasons of the decline of sales in spite of the strong brand. Since 2001, US per capita beer consumption had declined by 2.3%, due to a lot of competitive products came out like spirits-based drinks and wine,  an increase in the federal excise tax, increasing health concerns and personal responsibility. The whole beer market demand is decreasing so that MMBC’s sales got affected too.Over the previous six years, light beer sales in the US had been growing at a compound annual rate of 4%, and traditional premium beer sales got declined by 4%. MMBC only have one product which was the traditional beer, so its sales got decline too.Should MMBC introduce a light beer?I think MMBC definitely should introduce a light beer. There are several trends in beer market. First, light beer is a newer, fast-growing product category which had consistent growth. Even the whole beer market is shrinking, its sales is still increasing. It’s sales increased from 29.8% in 2001 to 50.4%. And also from the research, now light beer took over more than 50% market share in all type of beers, while premium beer only occupied 19.7%. So we can find, light beer has a lot of potential market share.

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(2015, 11). Mountain Man Brewing Co: Bringing the Brand to Light. EssaysForStudent.com. Retrieved 11, 2015, from
“Mountain Man Brewing Co: Bringing the Brand to Light” EssaysForStudent.com. 11 2015. 2015. 11 2015 < "Mountain Man Brewing Co: Bringing the Brand to Light." EssaysForStudent.com. EssaysForStudent.com, 11 2015. Web. 11 2015. < "Mountain Man Brewing Co: Bringing the Brand to Light." EssaysForStudent.com. 11, 2015. Accessed 11, 2015. Essay Preview By: Ya Xiao Submitted: November 17, 2015 Essay Length: 1,351 Words / 6 Pages Paper type: Case Study Views: 565 Report this essay Tweet Related Essays Reconstruction Was a Complete Failure in Its Effort to Bring Equality to the Black Man, from 1865-1877. Reconstruction was not a complete failure but a “radical & noble attempt” to bring equality to the black man. It took three options to bring 268 Words  |  2 Pages Mans Pursuit of Happiness Can Bring Destruction Mans Pursuit of Happiness Can Bring Destruction .The novel Of Mice and Men was written by John Steinbeck. In Soledad, California during the Great 1,450 Words  |  6 Pages Branding and Publicity in the Belgian Brewing Industry Between 1900 and 1940 The brewing industry underwent a lot of changes in the second half of the nineteenth and the beginning of the twentieth century. Beer was famous 403 Words  |  2 Pages Mountain Man Brewing Company Mountain Man Brewing Company Introduction/Background: In 2006 Chris Prangel, a recent MBA program graduate, stood to take over his family’s business, Mountain Man Brewing Company 1,114 Words  |  5 Pages Similar Topics Origin Man Origins Man Get Access to 89,000+ Essays and Term Papers Join 209,000+ Other Students High Quality Essays and Documents Sign up © 2008–2020 EssaysForStudent.comFree Essays, Book Reports, Term Papers and Research Papers Essays Sign up Sign in Contact us Site Map Privacy Policy Terms of Service Facebook Twitter