Buy custom Mountain Man Brewing Company
Essay's paper info
Topic: |
Business
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Number of pages / Number of words: |
20 / 5532 |
Essay's paper body
Iâll leave it to these guys to drink.?
2) Introduce a light beer under a new brand name
o Advantages
? Potential increase in revenues
? The light beer market has been growing at an annual compound growth rate of 4% over the past six years
? MMBC could grab a quarter of a percent of this market its first year and an additional quarter of a percent each year thereafter
? Younger consumers prefer light beer to other categories, and MMBC could take advantage of this market segment, a segment which is responsible for 27% of beer consumption
? Minimal brand erosion
? Younger people perceive the Mountain Man name as attached to older generations, and developing a new brand name that caters to younger generations deals with this problem of perception
5
? Product cannibalization is limited to shelf space, and this cannibalization is almost negligible given that the product would be participating in different markets2
? With a brand name different from Mountain Man, there is very little risk of MMBCâs core customer base switching to the light product solely due to MMBCâs launch of a light beer product, thus only shelving issues may decrease revenues of the lager product
o Disadvantages
? Independently branding does not utilize the superior brand recognition that MMBC has achieved over the years
? Advertising a brand new product may be more expensive than advertising a product that is family branded
? Developing a new brand name will cause MMBC to incur additional market research costs
3) Market Mountain Man Lager to 21-27 year old market segment
o Advantages
? Potential increase in revenues
? This market segment is currently responsible for 27% of beer consumption and growing
? MMBC would not be subject to product cannibalism
? No competition for shelf space
o Disadvantages
? Possible brand erosion
? Marketing to a different segment may have negative impacts on MMBCâs previous target marketâs perception of the brand
? Feasibility
? ?Younger beer drinkers were well aware of the brand, yet perceived the beer as ?strongâ and a ?working manâsâ beer largely consumed by the ?swingâ and baby boomer generations...
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Iâll leave it to these guys to drink.?
2) Introduce a light beer under a new brand name
o Advantages
? Potential increase in revenues
? The light beer market has been growing at an annual compound growth rate of 4% over the past six years
? MMBC could grab a quarter of a percent of this market its first year and an additional quarter of a percent each year thereafter
? Younger consumers prefer light beer to other categories, and MMBC could take advantage of this market segment, a segment which is responsible for 27% of beer consumption
? Minimal brand erosion
? Younger people perceive the Mountain Man name as attached to older generations, and developing a new brand name that caters to younger generations deals with this problem of perception
5
? Product cannibalization is limited to shelf space, and this cannibalization is almost negligible given that the product would be participating in different markets2
? With a brand name different from Mountain Man, there is very little risk of MMBCâs core customer base switching to the light product solely due to MMBCâs launch of a light beer product, thus only shelving issues may decrease revenues of the lager product
o Disadvantages
? Independently branding does not utilize the superior brand recognition that MMBC has achieved over the years
? Advertising a brand new product may be more expensive than advertising a product that is family branded
? Developing a new brand name will cause MMBC to incur additional market research costs
3) Market Mountain Man Lager to 21-27 year old market segment
o Advantages
? Potential increase in revenues
? This market segment is currently responsible for 27% of beer consumption and growing
? MMBC would not be subject to product cannibalism
? No competition for shelf space
o Disadvantages
? Possible brand erosion
? Marketing to a different segment may have negative impacts on MMBCâs previous target marketâs perception of the brand
? Feasibility
? ?Younger beer drinkers were well aware of the brand, yet perceived the beer as ?strongâ and a ?working manâsâ beer largely consumed by the ?swingâ and baby boomer generations...
Essay fragment
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