Mountain Men Brewing Company (MMBC) Solution for Revenue Decline

As you know, Mountain Man Brewing Company (MMBC) is a West Virginia based craft brewing and local distribution company. The iconic Mountain Man Lager has a unique bitterness. This product has received the company's regional assessment, faithful customer base, and numerous awards. The company established a brand image and reputation among blue collar and middle-aged men while maintaining a unique and full-fledged family business model based on quality and resilience.

The Mountain Man Brewing Company (MMBC) has built the leading position of premium beer for the past 50 years, but now the revenue has declined by 2%, but the change in leadership has changed the new energy to change its product line I am introducing it. Mr. Chris Prangel, owner of MMBC, faces the challenge of successfully implementing a marketing strategy to introduce the "light" beer that is the son of the retired president.

Recently, as the sales of Mountain Man Beer Company (MMBC) declined, Chris Prangel is considering launching Mountain Man Light as a brand extension matching the preference change of beer drinkers. As the core consumer segment of MMBC is significantly different from the new target segment, he aims to maximize market reach without compromising brand equity while minimizing overlapping brands I will. Chris denied the decrease in sales of Mountain Man Lager and hoped to expand market share in the rapidly growing light beer category which accounts for 50.4% of all beer sales in the eastern and central regions of 2005 (Figure 1). More specifically, Chris hopes to take advantage of Mountain Man's brand recognition in this area and to occupy a large share of the local Yale market, which is a market where MMBC does not currently exist.

Mountain Man Brewing Company (MMBC) is a family-run company established in 1925 by Guntar Prangel of West Virginia. The company is currently operated by Oscar, grandson of Guntar. Oscar's son Chris will take over the business within five years after my father retires. Mountain Man (MM) Lager is the main product, it is the only beer that the company is currently manufacturing. Beer recipes are based on sophisticated family recipes and are known for their tasty and bitter taste. Before the 1960s, beer became a traditional beer with a long history, and the company maintained its independent family position and continued to attract that central drunkard. By 2005, the popularity of MM Lager in the Middle East in the United States increased and generated revenues in excess of $ 50 million, but beer had the highest market share in West Virginia beer. MM Lager won the Best Beer Award in West Virginia 2005 for eight consecutive years