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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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- Spring '08
- Brand, Anheuser-Busch, light beer