Mountain Man Brewing Company: Bringing the Brand to

Light
Group 14
Mrigendra Sinha
Baibhav Nigam
Amit Singh Tolia
Prem Kishor

1501058
1501059
1401064
1401095

Chris in the given situation is going for a product line extension with the launch of
Mountain Man light beer range which is mostly targeted towards the youngsters.
The young men and women category both are inclined towards the product. The
change in preferences of the consumers which is evident from the drop in sales of
the company. Also the sales of the light beer was increasing at rate of 4% p.a. since
last six years. The adult customers who purchased other brands looked for a bitter
and strong taste. Though Mountain Man Lager was an established brand there were
similar domestic brands such as Budweiser and Miller operating. Thus introduction
of two distinct products would also include the young generation and the female
category of society who pose their interest in Beer consumption. Since it has been
known that the company has maintained its legacy through generations. This has
been major key factor in the success of the product. Also it produces only one brand
for the consumers i.e. it standardizes its product. Even the product is properly
known as West Virginias Beer. The marketers of the organization focused on the
grass root marketing as traditional advertising was not effective. Even the lifestyle
advertising was used to reach young drinkers which was contrary. The blue collar
consumers were the brand loyal ones and they contributed an increase of the total
brand loyal section. There are problems too in introducing the light beer section.
This may result in hampering of the one product image which has been established
as a brand and thats the positioning on which the brand is carrying its business.
The brand can follow a core marketing strategy