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Mountain Man Case Study

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Mountain Man Brewery is experiencing declining sales for the first time in the company’s history

1) Age Demographics

• Mountain Man’s beer drinker’s

Proof
Central East Region Market Size overall Market Size MM Competes in MM share (Barrels) Profit $ 2004 38,678,720 4,718,618 2005 37,191,077 4,648,885 2006E 35,703,434 4,462,929

are getting older and decreasing their frequency of purchases • As Mountain Man’s beer drinker’s are aging the children of a Mountain Man drinker are not choosing Mountain Man beer as their primary choice

530,400 $4,887,636

520,000 $4,791,800

509,600 $4,695,964

2) Increased presence of large multi-national brands in Mountain Man’s distribution area (Case Fact)

• Distributors supporting beer

brands on basis of turnover and margins; dropping brands that do not contribute to bottom line • Large brands maintain economies of scale in brewing, transportation and marketing; Increased pressure

3) Distributors not willing to help build Mountain Man brand awareness

• Mountain Man is not a popular customer to distributors because of small market share presents • Small shipments of under 600,000 barrels annually.

Mountain Man provides a high quality beer that hard working men enjoy
Loyal – Hard Working - Deserving
A Mountain Man beer drinker • Blue Collar • Middle to low income men over age 45 • Purchase beer at off premise location (liquor stores) • Working man (trades) (large population of workers) • Since 1925 Oscar has had the same customers, rugged, middle age men from the coal miners union. •Brand loyalty rate of 53%

Legacy – American – Gold Standard
Mountain Man Brewing Company •Legacy Beer •High quality •Rich and bold flavour •Mouth watering beer •Drinkability • Mountain Man is authentic • Best beer in West Virginia • America’s championship lager • Family owned • Strong brand image in East Central

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