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Mountain Man must increase its presence through channels that appeal to their target audience and consider extending their product offerings.
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Objective Alternative What we need to believe Do we believe it?
Broaden Target Audience
Change packaging/label That the reason that the younger drinkers are not interested in MM is because they feel as though they do not fit with the current target audience, packaging can be more inclusive
No
Change size of offering A smaller can offering would be inviting enough those who currently do not feel as though they are “tough” enough to handle MM to feel they are able to
No
New Product Extension
Light beer – to appeal to female/younger drinker trends Product offering will outweigh the investment costs
Current brand awareness will aid in capturing non-drinkers to become MM drinkers – current non-drinkers were not consuming MM solely because the product was not for them, but would be willing to switch if it did
Yes
Dark beer – to shift perceptions that MM lager is too strong
Flavoured beer – to keep original MM formula but offer a different product
New Product Extension under
new name
Launch product extension without leveraging Mountain Man’s name
That the new product would perform better in the market under a parent name. This extension not diminish the existing brand equity.
No
Modify Current Lager Formula
Reformulate the current MM lager The slightly higher-than-average alcohol and percentage of water content are hindering the younger generation to try MM beer based on the tough, working man perception
No
Increase presence in on-site locations
Increase presence of MM in local bars with MM branded signage, coasters, glasses etc. to create an on-site buzz
MM has not captured a younger audience because it is not as prominent as other brands in channels that they consume beer in
Leverage grassroot marketing, in smaller local bars, in order to let the product speak for itself, while staying true to core drinkers
Yes
Increase presence in channels specifically
appealing toyounger audience
Sponsorships in local events at College sport events, local bars and specialty events
The presence of MM in local events will allow the younger drinkers to associate MM with more than just a drink for blue collar working men Yes
Increase the market size
Expand out of East Central Region by considering the expansion outside of its current operations
MM does not have the necessary production and distribution capabilities to support a national launch ($10-20M)
No
Lower price of MM Lower manufacturer price in order to appeal to distributors who can offer MM at the same price to retailers
That the decrease in price will be significant enough to attract the attention of distributors.
No
Mountain Man must increase its presence through channels that appeal to their target audience and consider extending their product offerings.
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