MFIN 6604 Lecture : Case Study Written.docx
Document Summary
Mountain man brewing company: bringing the brand to light: the new product introduced called mountain man light is a segment of the main company, mountain man lager. Man lager as a smooth, drinkable, and tastefully bitter-flavored beer. The target audience of the original lager is older adults, preferable males above the age of forty. They are usually businessmen, or casual mid-age men who value loyalty and brand. This beer was known as a tough, strong, and working man"s beer. The article states, because younger beer drinkers held anti-big-business" values, they did not show some appreciation for the brand"s association with an independent brewery. Chris prangel wanted to change that notion of the brand by making a light beer segment called mountain man light. This light beer is easier to drink, well diluted, cheaper and caters to the younger adults who have not discovered a brand that they favor the most.
