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Essay's paper info
Topic: Business
Number of pages / Number of words: 20 / 5532
Essay's paper body

I‘ll 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 MMBC‘s core customer base switching to the light product solely due to MMBC‘s 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 MMBC‘s previous target market‘s perception of the brand

? Feasibility

? ?Younger beer drinkers were well aware of the brand, yet perceived the beer as ?strong‘ and a ?working man‘s‘ beer largely consumed by the ?swing‘ and baby boomer generations...


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I‘ll 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 MMBC‘s core customer base switching to the light product solely due to MMBC‘s 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 MMBC‘s previous target market‘s perception of the brand

? Feasibility

? ?Younger beer drinkers were well aware of the brand, yet perceived the beer as ?strong‘ and a ?working man‘s‘ beer largely consumed by the ?swing‘ and baby boomer generations...


Essay fragment

General points of the essay

(CASES STUDY Odoul's) What Beer Drinkers Drink When They're Not Drinking Beer Brand Segment Of Adidas Building Service Brand: Enhancing Brand Through Operational Staff'S Brand Commitment. Research Proposal Examining The Impact Of Product Attributes On Perception Towards Brand Product How is Scion addressing its Target Market with regard to Positioning and the Product itself? Is a company able to increase brand equity for a product that is in the maturity phase of the PLC? Market analysis for product software Marketing Plan For Benefit To Increase Market Share In Its Existing Market Segment Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon The 4 Market Position and an example of a product The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand Beer: The Production History And Consumption Of Beer LIGHT BEER vs. FULL FLAVOR BEER MARKET&BRAND MANAGEMENT

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