MMBC Class Presentation

MMBC Class Presentation - Mountain Man Brewing Company Team...

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1 OEM Team 1 OEM Team 1 Mountain Man Brewing Mountain Man Brewing Company Company Team 1: Team 1: Rusty McLaughlin Rusty McLaughlin Larry Miller Larry Miller Corrie Musgrave Corrie Musgrave Luke Setzer Luke Setzer
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2 OEM Team 1 OEM Team 1 Analysis of the Introduction of a Analysis of the Introduction of a Light Beer to the Mountain Man Light Beer to the Mountain Man Brewing Company (MMBC) Brewing Company (MMBC)
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Recommendations Recommendations Introduce a Light Beer to MMBC Market Light Beer as Mountain Man Light No Change to Current MMBC Placement Focus Promotion Intensive advertising campaign Sales promotions Social Marketing Packaging Target 21-27 year old market OEM Team 1 OEM Team 1 3
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4 OEM Team 1 OEM Team 1 Analysis Current Beer Market East Central Region % Total 6-year CAGR Light Beer 18,744,303 50.4% 4.00% Premium Beer 7,326,642 19.7% -4.00% Popular 4,351,356 11.7% -5.00% Imported Premium 4,462,929 12.0% 6.00% Superpremium (craft and high-end domestics) 2,305,847 6.2% 9.00% Total Barrels 37,191,077 100.0%
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5 OEM Team 1 OEM Team 1 Analysis Analysis Do not introduce a light beer No addition to cost structure 2% decrease in sales annually NPV Overall $109,454,800.00 Strategies to improve MM Lager sales Target Younger Generation Target Women Expand Sales Region Sales Promotions Increase Advertising Update/Refresh current label Social Marketing
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6 OEM Team 1 OEM Team 1 Analysis Do not introduce a light beer Strengths Low perceived risk of cannibalization Minimal up front capital expenditure Maintain margin contribution Weaknesses
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MMBC Class Presentation - Mountain Man Brewing Company Team...

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