Mmbc Case Study

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With emphasis on on-premise distribution, MMBC should capitalize on its competent and experienced sales force to conduct onsite promotions at various pubs and bars. Also, direct marketing through sponsorship of college events such as end-of-semester parties and inter-collegiate athletic programs will allow an instant connection with MBL’s core consumers. This raises product awareness, which helps attract more young drinkers since they generally prefer mainstream products. Meanwhile, given the rapid rise of social media, online grassroots marketing can also be used to interact with consumers on a personal level to promote MBL through the low-cost, immeasurable potential of word-of-mouth. By encouraging consumers to share their product experience in return for a reward, audience size will grow incessantly.

Successfully capturing the loyalty of a new consumer base through effective promotion is key. With light beer targeted at a young and influential customer base, MMBC has the opportunity to benefit from their high customer lifetime value (CLV) in the long run or even revitalize Lager’s sales if these consumers experience a change in taste preferences as they grow older.

Conclusion

By generating revenue and profit out of rising trends in the market, specifically the introduction of MBL, MMBC can confront its central problem of declining sales and invest in future outlooks. Though the risks of venturing into the light beer market are apparent, proper application of marketing concept philosophy along with the realignment of marketing strategy to leverage on MMBC's expertise will help mitigate them and ensure MBL's success.

Appendix

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Exhibit 1: Mountain Man Projected Income Statement

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Exhibit 2: Mountain Main Projected Income Statement for Light Beer

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Exhibit 3: Mountain Man Projected Income Statement given the introduction of Light Beer

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Exhibit 4: Graphical Representation of Revenue Projection

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Exhibit 5: Graphical Representation of Net Income Projection

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Exhibit 6: SWOT Analysis

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Exhibit 7: Psychographic Segmentation

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Exhibit 8: BCG Matrix Current and Future Projections

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Exhibit 9: Porter's 5 Forces Analysis

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Exhibit 10: Mountain Brew Light Conceptual Packaging