Lecture7 - Changes in consumer demand Aging core customers...

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MOUNTAIN MAN BREWING COMPANY RSM250H1S - L0301 Winter 2011 Yutec Sun
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BACKGROUND Mountain Man Beer Company (MMBC) Family-owned business Chris to succeed in 5 years One brand: Mountain Man Lager
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WHAT IS THE PROBLEM? Shrinking lager market, and growing light market Window of opportunity in light market is closing.
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MARKET ANALYSIS Market structure Players and market shares 74% 13% 12% 1% Market Shares National Regional Import Craft
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MARKET ANALYSIS Product life cycle Beer category Lager Light
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MARKETING STRATEGY ANALYSIS Who are MMBC’s customers? MMBC’s marketing mix Product Price Place Promotion
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BRAND ANALYSIS MMBC brand values to consumers Emotion Expectation/trust Status Imagery
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BRAND ANALYSIS MMBC’s brand strength Awareness Perceived quality Loyalty
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COMPETITION ANALYSIS Falling beer demand by 2.3% Increased competition Other categories (wine, spirits) National brewers Revenue down 2.5%
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MARKET DYNAMICS
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Unformatted text preview: Changes in consumer demand Aging core customers Younger consumers Shifting preference to light beers Product differentiation MMBC alone in having no extended brand MARKET RESEARCH Market research frm fnds: Mountain Man Lager known as West Virginias Beer Traditional advertising not as eFFective as WOM Blue-collar customers highly loyal to MMBC Light beers preFerred by young & Female consumers STRATEGIC OPTIONS What are the strategic options? STRATEGIC OPTION ASSESSMENT Launch light brand? STRATEGIC OPTION ASSESSMENT Brand extension, or new brand? FEEDBACK EFFECTS? What are the likely feedback effects of brand extension? FEASIBILITY What factors to consider? RECOMMENDED ACTION Which consumers to target? How to implement marketing mix strategy? Product Price Place Promotion...
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Lecture7 - Changes in consumer demand Aging core customers...

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