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Intro to Marketing_Herzenstein_Date_041210

Intro to Marketing_Herzenstein_Date_041210 - -MMBC=...

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Mountain Man Case Current situation: - Company: family owned MMLC - Problem: don’t want to lose customers if introduce life beet - Debate: light beer? Why successful? - Product is distinctive (taste, packaging, award winning…) - Customers: older, blue collar, high loyalty, regional focus - Promotion: word of mouth, “grass root marketing”—building bottom up awareness How did MMBC create a strong brand? - Has a niche, strong brand has excellent unaided recall (name a beer—say it without help) - One of few regional brewers to survive industry consolidation - What makes a strong brand? o Enduring customer relationships and have a lot to do with emotions and trust rather than functional aspects which can be copied o Understand customers: down to earth, local, tough, working class (want beer to “be like them”) Exhibit 5: declining 2%, market 5 % Market share—your sales/ total sales
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Unformatted text preview: -MMBC= 520K/37M (exhibit 4)= 1.4% What caused declining?-Aging demographic of core customers-Younger= don’t identify with brand Competitors (for potential target market)-Big 3 (Anheuser Busch, Miller, Coors)-Regional brands-Craft beers-Imported beers Want to be at younger customers and light beer as well as strong beer and old customers on positioning map Should do brand extension?-YES, because growing segments for light and declining revenues for MMBC Pros:-Known name reduces risk-Easier to convince retailers to stock-Economies of scale (packaging and labeling)-Awareness to new product-May re-invigorate the lager Cons:-Dilute brand equity-Potential for cannibalization-Exceeds boundary of brand: what is positive for lager ( full flavor, authentic, working class) will be negative for light beer (trendy, light, young, modern)...
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Intro to Marketing_Herzenstein_Date_041210 - -MMBC=...

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