This is because of the desire to convince his father, the company’s founder, and other executives that the new brand can achieve success in the market without negative market impacts on the traditional beer. It is in this regard that a marketing campaign with an integrated marketing approach is recommended in this paper as a way of aiding Prangel’s decision making.
The market that is presented in this case is that of a beer company which is faced with a challenge and dilemma in marketing its new brand. This challenge results from the desire to promote the new brand without affecting the positive image of quality and authenticity which the traditional brand has received from its consumers in the market. This market report is presented in form of an analysis of the business case with an aim of coming up with the most appropriate recommendation for the company’s new manager for solving the challenges and dilemmas that the company is faced with.
The Business case that is presented within this report is that of Mountain Man Brewing Company which is experiencing challenges in the Virginia beer market. These challenges are related to the changes in the preferences of beer consumers. Moreover the sale of the company has declined. Chris Prangel, an MBA graduate is the manager of MMBC, which is a family business whose managerial role has been passed to him by his retired father. The response that Prangel wants to implement as a result of the decline in sales is the introduction of a new brand, the Mountain Man Light, which is targeted at the youth. Prangel’s decision seems to have yielded fruits because a 4% annual growth of the new brand was registered within the US. Nonetheless the performance of the traditional brands continues to decline. A focus group study on the company’s market by a regional advertising agency reveals that the preferences of various consumers in different age groups vary. The older generation preferred the traditional Mountain Man ...Show more