Problem
When Chris took over his father's position, and become a mountain man brand leader, he will need to face the problem of one of the most core, in the light beer rise period, he how to reposition mountain man brand. At the same time, Mountain Man Light beer is sold to the young man without eroding the value of the core brands.
Over the past 40 years, the United States has been the world's largest beer market, but it has suffered in many ways. Competition from wine and energy drinks, for example, comes from government law, which wants to lead people to moderate drinking and healthy lives, while raising the consumption tax. At the same time, the state government abolished some unreasonable laws. These factors lead to many breweries disappear, …show more content…
Mountain Man's success comes from aspects, the first point, brand awareness, Mountain Man brand to brand publicity in blue-collar, in the central area, people know Mountain Man like know Chevrolet. The second point is to establish consumers' perception of mountain brands and cultivate brand loyalty. Instead of using modern propaganda, the mountain man promoted it in a more primitive way. As many mountain customers would say, my father, drinks mountains like my grandfather. The charm of this unique …show more content…
Angel designed an ancient family brewing beer with unique hops and barley. They were loved by the blue-collar class. The mountain person brand can build up their own brand myth, build the light beer that belongs to own brand characteristic.
Brand awareness
Increasing brand awareness is not just about changing the way brands are promoted. What is more important is to find out the unique place of the product and then conduct effective marketing to the product customer group. But for a company that has always marketed its brand in a primitive way, the cost of promotion is very expensive.
MMBC calculated that in the region to promote a new product, only need to spend $10 million to $20 million on TV, and the late 6 months intensive publicity, only in the central region, mountain man brand if you want to create brand awareness of 60%, it will be an additional $750000 in spending. This also means that the chicken wing MMBC produces a light beer product that costs $4.69 more than the original product. Huge costs are the biggest obstacle to organizing this marketing
When Chris took over his father's position, and become a mountain man brand leader, he will need to face the problem of one of the most core, in the light beer rise period, he how to reposition mountain man brand. At the same time, Mountain Man Light beer is sold to the young man without eroding the value of the core brands.
Over the past 40 years, the United States has been the world's largest beer market, but it has suffered in many ways. Competition from wine and energy drinks, for example, comes from government law, which wants to lead people to moderate drinking and healthy lives, while raising the consumption tax. At the same time, the state government abolished some unreasonable laws. These factors lead to many breweries disappear, …show more content…
Mountain Man's success comes from aspects, the first point, brand awareness, Mountain Man brand to brand publicity in blue-collar, in the central area, people know Mountain Man like know Chevrolet. The second point is to establish consumers' perception of mountain brands and cultivate brand loyalty. Instead of using modern propaganda, the mountain man promoted it in a more primitive way. As many mountain customers would say, my father, drinks mountains like my grandfather. The charm of this unique …show more content…
Angel designed an ancient family brewing beer with unique hops and barley. They were loved by the blue-collar class. The mountain person brand can build up their own brand myth, build the light beer that belongs to own brand characteristic.
Brand awareness
Increasing brand awareness is not just about changing the way brands are promoted. What is more important is to find out the unique place of the product and then conduct effective marketing to the product customer group. But for a company that has always marketed its brand in a primitive way, the cost of promotion is very expensive.
MMBC calculated that in the region to promote a new product, only need to spend $10 million to $20 million on TV, and the late 6 months intensive publicity, only in the central region, mountain man brand if you want to create brand awareness of 60%, it will be an additional $750000 in spending. This also means that the chicken wing MMBC produces a light beer product that costs $4.69 more than the original product. Huge costs are the biggest obstacle to organizing this marketing