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  • Case Study On Mountain Man Beer Company: Ashoka 4

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    Twinkle Bamrah
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    Mountain Man Brewing Company (MMBC) is a family owned brewery established in 1925 in West Virginia. It is known for its signature West Virginia beer but has experienced declining sales recently. The document analyzes MMBC's situation and competitors in the beer market. It finds that the light beer category has grown significantly, attracting younger drinkers, but MMBC's flagship lager is not popular with this demographic. Charts show the target market for light beer is mostly male and in the $25k-$100k income range. The main competitors identified are the large domestic brewers along with some import and craft brewers. Recommendations include strengthening distribution, better engaging consumers, product diversification, and

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    Mountain Man Brewing Company (MMBC) is a family owned brewery established in 1925 in West Virginia. It is known for its signature West Virginia beer but has experienced declining sales recently. The document analyzes MMBC's situation and competitors in the beer market. It finds that the light beer category has grown significantly, attracting younger drinkers, but MMBC's flagship lager is not popular with this demographic. Charts show the target market for light beer is mostly male and in the $25k-$100k income range. The main competitors identified are the large domestic brewers along with some import and craft brewers. Recommendations include strengthening distribution, better engaging consumers, product diversification, and

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    © All Rights Reserved
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    24 views10 pages

    Case Study On Mountain Man Beer Company: Ashoka 4

    Uploaded by

    Twinkle Bamrah
    Mountain Man Brewing Company (MMBC) is a family owned brewery established in 1925 in West Virginia. It is known for its signature West Virginia beer but has experienced declining sales recently. The document analyzes MMBC's situation and competitors in the beer market. It finds that the light beer category has grown significantly, attracting younger drinkers, but MMBC's flagship lager is not popular with this demographic. Charts show the target market for light beer is mostly male and in the $25k-$100k income range. The main competitors identified are the large domestic brewers along with some import and craft brewers. Recommendations include strengthening distribution, better engaging consumers, product diversification, and

    Copyright:

    © All Rights Reserved
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    of 10

    CASE STUDY

    CASE STUDY ON ON
    MOUNTAIN MAN BEER MOUNTAIN
    COMPANY MAN
    BEER COMPANY
    ASSIGNMENT GROUP – 6
    ASHOKA 4
    ASSIGNMENT GROUP 6
    ASHOKA 4

    PRESENTED BY: ROLL NO.

    1. ANIKET DAS 04
    2. ANUPAM KAPTI 08
    3. NITESH SHARMA 42
    4. PRIYANKA SAHA 50
    5. QAMAR SARFARAZ 53
    6. RINKY BISWAS 58
    7. SOUNAK BANERJEE 81
    8. SOUVIK SENGUPTA 85
    9. SUTOPA MITRA 94
    10.SWATI KUMARI SINGH 96
    11. TWINKLE BAMRAH 98
    MORPHOLOG
    Y

    Mountain Man Brewing Company (MMBC) is family owned


    concern in 1925 in west Virginia by Grunter Prangel.
    MORPHOLOGY
    It is known as West Virginia's beer with a West Virginia “toughness”.

    Recognizable brand and popular with blue collar workers.

    Recently experiencing decline in sales and considering the light beer


    market.
    OBJECTIVES
    SITUATION ANALYSIS
    SITUATION ANALYSIS There was tremendous
    In 2005, U.S per capita
    growth in light beer
    beer consumption
    category, which
    declined by 2.3% due
    accounted for 50.4% of
    to intense competition
    volume sales in East
    from other beverages.
    central region.

    The 21-27 years age


    group accounted for
    MMBC’c 2005
    more than 27% of total
    revenues went down by
    beer consumption,
    2% relative to previous
    MMBC’c Lager was not
    year.
    a preferred product in
    this segment.
    REVENUE AND BREAKEVEN ANALYSIS
    Gender
    TARGET MARKET OF
    LIGHT BEER Female
    42%
    Male
    Female
    Male
    58%

    Household Income

    14%
    24% $25k
    $25k - $49.9k
    $50k - $74.9k
    $75k - $99.9k
    25% $100k

    16%

    21%
    MAIN COMPETITORS

    74% 12.5%
    12% 1.5%
    MAJOR SECOND-TIER
    DOMESTIC IMPORT BEER CRAFT BEER
    DOMESTIC
    PRODUCERS COMPANIES INDUSTRY
    PRODUCERS
    Anheuser Busch, Beck’s, Heineken, Sam Adams,
    Pabst Brewing
    Miller Brewing Molson Harpoon
    Company, Genessee
    Company
    Strengthen distribution network

    Stronger relation with consumers

    Unique marketing tactics needs to be developed

    Different cultural aspects of different markets


    should be adapted 
    Exploring new regions and market 
    Expansion into the markets

    Introduction of diversified products 

    Develop a strong  value


    network 
    CONCLUSION

    Risk factor 

    Mountain Man Brewing company should


    look into the customer needs and demand 

    Light mountain man should be


    introduced with proper marketing mix

    Price should be adjusted 


    Main Competitors

    BIBLIOGRAPHY : www.google.com

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