DISCUSSION QUESTIONS

Mountain Man Brewing Company: Bringing the Brand to Light

Class Discussion Point 1: Opening the Class

a) What is Chris considering doing and what factors will he have to align to be
successful?
 Chris is planning to launch Mountain Man Light, a light beer to attract young
buyers to brand
 Reposition Mountain Man brand to increase sales from young people without
eroding brand equity of Mountain Man

b) What goal should MMBC (Chris) have? 

Class Discussion Point 2 

2. What has made MMBC successful? What distinguishes it from competitors? 

a) What is distinctive about MMBC’s product?

b) How is MMBC’s promotion different and effective?

c) What is distinctive about MMBC’s customers?

Class Discussion Point 3

3. What about these factors enabled MMBC to create such a strong BRAND? 

a) What is a BRAND, anyway? What is Brand Equity? How is it created?

Class Discussion Point 4 

 DISCUSSION QUESTIONS

4 What has caused MMBC’s decline in spite of its strong brand? 

a) Describe the market MMBC serves and the beer market in general. 

b) Describe the competition and MMBC’s threats.

c) What is the likely future of competitive brewers? What is MMBC’s market/

competitive position?

Class Discussion Point 5 

5. Should MMBC introduce a light beer? 

a) What are the pros and cons for doing so?

Class Discussion Point 6

6. Is Mountain Man Light feasible for MMBC? 

a) What is required for Mountain Man Light to break even in two

years? 

b) What market share will Mountain Man Light have to obtain to break
even in two years? 

c) What cannibalization rate is reasonable? 

d) Is the budget appropriate for the launch? Can it be reduced?

Class Discussion Point 7

7. Should MMBC launch Mountain Man Light? 

a) What other strategic options for growth does Chris have if Mountain
Man  Light is not launched or is unsuccessful?
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Main Points

Guntar Prangle, founder (1925) – Mountain Man Lager

Legacy brew business. Over 50 million USD revenue by 2005, over 520,000 barrels
Sold to distributors in Illionis, Indiana, Michigan, Ohio & native west virginia
Top Market position among Lagers in west virginia for 50years

Packed in brown bottle with original 1925 design of a crew of coal miners printed in front
Priced similar to premium domestic brands such as Budweiser & Miller
Priced below specialty brands such as Sam Adams

SKU Price
12 ounce serving of draft beer in a bar 2.25
Six pack in local convenience store 4.99

Brand Played crucial role in beer purchasing decision.

Consumer consider multiple factors  Taste, price, occasion being celebrated, perceived
quality, brand image, tradition & local authenticity

MBBC – Popular among Blue Collar, middle to lower income age more than 45 for its legacy
as family owned and authenticity

Recent study in west virginia, Mountain Man Lager as best known regional beer (67%
people)
2005 – Best beer in West Virginia for 8th consequetive time
Best beer in Indiana and ‘America’s championship Lager’

Reasons for Brand Success of Mountain Man:

1. Brand awareness with Blue Collar consumers
2. Same popularity in east & west region among working class as Chevrolet & John
Deere.
3. Perception of quality & brand loyalty
4. Quality, smoothness, percentage water content, + Bitter taste & slightly higher alcohol
content which made it unique
 DISCUSSION QUESTIONS

Activities to Build Brand Equity of Mountain Man:

1. Established its own sales force to focus on off premise locations (super market &
liquor store)
2. 60% of purchase of blue collar happened at off premise locations
3. Mountain Man sold 70% of its beer for off premise locations

Mountain Man Competition