The Mountain Man Brewing Company Essay Example | Topics and Well Written Essays - 2000 words

The Mountain Man Brewing Company - Essay Example As a result, Chris Prangel, the company’s new manager is faced with tough decisions which he has to make. This is because of the desire to convince his father, the company’s founder, and other executives that the new brand can achieve success in the market without negative market impacts on the traditional beer. It is in this regard that a marketing campaign with an integrated marketing approach is recommended in this paper as a way of aiding Prangel’s decision making. Market Report The market that is presented in this case is that of a beer company which is faced with a challenge and dilemma in marketing its new brand. This challenge results from the desire to promote the new brand without affecting the positive image of quality and authenticity which the traditional brand has received from its consumers in the market. This market report is presented in form of an analysis of the business case with an aim of coming up with the most appropriate recommendation for the company’s new manager for solving the challenges and dilemmas that the company is faced with. ... The response that Prangel wants to implement as a result of the decline in sales is the introduction of a new brand, the Mountain Man Light, which is targeted at the youth. Prangel’s decision seems to have yielded fruits because a 4% annual growth of the new brand was registered within the US. Nonetheless the performance of the traditional brands continues to decline. A focus group study on the company’s market by a regional advertising agency reveals that the preferences of various consumers in different age groups vary. The older generation preferred the traditional Mountain Man Lager while the younger generation desired the Mountain Man Light. Chris Prangel is in a marketing dilemma in deciding between the marketing of Mountain Man Light as oppose to the traditional Mountain Man Lager brand. Mountain Man Lager was very successful by 2005. This is demonstrated by the fact that the beer sold over 520, 000 barrels which earned the company more than $50 million. Moreover the brand had grown into the top of Virginia’s beer market. It is notable that in the beer business, the brand plays the major role in defining the decision of consumers for purchase and consumption of a specific brand. However , multiple other factors such as taste, quality, price, occasion, tradition, brand image and authenticity play major roles in the decisions of consumers. Authenticity of the Mountain Man Lager was the main approach that was used by the company in marketing its brand by the demonstration of its rich family history to the consumers. The success of the Mountain Man brand was specifically a success because of the target of the company on the blue collar consumers. This made the brand popular among working class men in Virginia. The fact that Mountain Man Lager was a