To,

Professor Noel Hayden, Commented [JT1]: You leave a lot of your action plan to
the imagination. You had an extra 100 words you could have
Chicago, IL, USA used to strengthen it.

Mountain Man Brew Lager is popular among the men aged 45 year or older due to its taste and quality.
Women and younger group prefers lighter and premium beer. Due to change in demographics over the Commented [JT2]: Problem Statement This is cutting it
time and lack of effective sales/distribution channels, Mountain Man Brewer Company (MMBC) is facing close (pretty vague), but Ill give you credit here. I assume
you mean by change in demographics that the current
decline in sales. To increase sales and profitability, MMBC is advised to strengthen relationship with
customer base is aging and shrinking?
distributors and include lighter beer in the product range as part of new marketing strategy. MMBC is
advised to ensure lighter beer product carries associations of it Mountain Man Brew Lager and does not Commented [JT3]: You need to mention which brand
damage brand image. associations you will transfer to the light beer. Tradition,
History, Smoothness, Quality, Drinkability, Authenticity? [-
Mountain Man Lager is small, regional product. The local and national distributors prefer big players 0.5]
over Mountain Man. Mountain Man should launch national gross root advertisement to promote the Commented [JT4]: Recommendations - good
product and Brand. In addition to this, Mountain Man should provide deep incentives to build stronger
relationship with collaborators such as deep discounts. This would help improve marketing mix for
Mountain Man Lager and capture additional value by supplying and making product accessible to larger
segment over the seven states. Even though the Youngers and Women prefer lighter beer, they are well
aware of Mountain Man Lager. MMBC has great potential to use its brand equity and leverage it to
introduce and sell new product Mountain Light. The new product line will be using the same
collaborators and promotions as Mountain Man Lager. This is the perfect scenario where both products Commented [JT5]: This does not meet the requirement
will capture new customers and strengthen relationship with distribution channels. In order to for discussing promotion. Dont just recommend doing the
same as before. What will you do? What mediums will you
differentiate Mountain Light from Mountain Man Lager, MMBC is advised to use different packaging to
use? What themes or messaging? [-0.5]
attract women and younger class. This would also prevent brand dilution of Mountain Man Lager. For
Commented [JT6]: Good job calling out a potential
example, Sprite, Fanta and Coke are products by Coca Cola. However, they are available in different drawback of launching a light beer.
packaging and use the same distribution channels and advertisements. Since new product Mountain
Light does not contain the word Man, it will also attract both Young men, and women. In addition to Commented [JT7]: This will also make it markedly harder
this, Mountain Light captures different segment of customers with respect to age and gender. There is to leverage the brand equity [-0.25]
minimum or no probability of cannibalization of Mountain Man Lager. Commented [JT8]: Good job again here calling attention
to a potential drawback
To implement this marketing strategy requires a large scale business plan. Since MMBC has built the
Commented [JT9]: You never discuss price [-0.5]
brand equity, financial institution will be inquired to provide funding. This would help MMBC to expand
and provide opportunity to enter second tier and major domestic producers of beer in future. You never me make any mention of on- vs. off-premise
sales. [-0.25]