RSM250H1 Lecture 5: RSM250H1F Lecture 5 Notes
Document Summary
Case 1: mountain man brewing company: bringing the brand to light. Chris prangel took over the mountain man brewing company after his father retired. Light beer seems to grow at an annual rate of 4% Traditional beer drops the same percentage each year. Chris wishes to launch mountain man light (light beer) from the formulation of. Focus group showed reactions from people between the age of 21-55: different opinions on the light beer and the change in formulation of the man. Lager: marketing the lighter beer version felt like it was eroding the core brand of man. Lager ( manly drink: dramatic implications will happen on whichever strategy is pursued . Focusing on light may increase younger people but drive away the old traditional formulae. Reformulated an old family brew recipe using selections of rare bavarian hops and unusual strains of barely. Bitter-tasting beer that resulted in mountain man lager landed into the market.
