OEM_Team-1_MountainMan-Talk

OEM_Team-1_MountainMan-Talk - Mountain Man Brewing Company...

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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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Brief Overview of Recommendations Add a light beer to MMBC line Market the light beer as Mountain Man Light Maintain current MMBC placement focus Package to target 21-27 year old market Induce demand through intensive advertising campaign sales promotions social marketing OEM Team 1 OEM Team 1 3
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4 OEM Team 1 OEM Team 1 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 Beer Preferences by Key Demographics Domestic Light Beer Domestic Premium Beer Mountain Man Lager Gender Male 58% 68% 81% Female 42% 32% 19% Age 21-24 9% 8% 2% 25-34 20% 20% 15% 35-44 24% 23% 19% 45-54 22% 23% 32% 55-64 14% 14% 19% 65+ 12% 12% 13%
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6 OEM Team 1 OEM Team 1 Option 1: Do Not Introduce Light Beer Financial Impacts: No addition to cost structure 2% decrease in sales annually
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7 OEM Team 1 OEM Team 1 Option 1: Do Not Introduce Light Beer 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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This note was uploaded on 05/12/2010 for the course MAR 5805 taught by Professor Sawyer during the Fall '08 term at University of Florida.

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OEM_Team-1_MountainMan-Talk - Mountain Man Brewing Company...

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