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Unformatted text preview: appropriateness. 4. The MM image and positioning. a. How should the new MML use the Mountain Man image? i. Coal Miner and his woman b. Examine the pros and cons of whether to use the current Mountain Man brand name and positioning for a new light beer. i. Pros -- established logo ii. Cons -- associated with "old" generation c. If you do not think the MM brand name is a good idea, propose an alternative brand name and explain why it would be better than the MM name. i. New River Light Beer d. Offer a positioning statement that best describes what you recommend. i. Discuss each of these qualitative analyses (a, b, and c) and recommendations in detail. e. Describe at least one (feel free to give more than one; many groups do) sample advertisement and/or promotion to illustrate and communicate this positioning. What else, if anything, do you recommend for MMBC to make a light beer launch successful?...
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- Fall '08