Mountain Man Brewing Company
1. What are the critical success factors for MMBC? What are its competitive advantages? A: Some of the critical success factors for MMBC are as follows: High Brand awareness i.e. an unaided response rate of 67% from West Virginia population People's perception of the brand being a local and authentic product Legacy factor with generations of a population consuming the product, the brand had survived for more than 50 years Strong customer base among the blue-collar working class Perception of distinct quality with respect to flavour and taste Priced at par with the premium domestic brands, hence reasonable pricing is also a crucial factor Competitive advantages with respect to MMBC are as follows: A small but competent sales force responsible for increasing distribution in offpremise locations as 60% of customers purchasing beer did so at off-premise locations Grass-root marketing tactics and word of mouth marketing that emphasised on quality aspects while being most cost-effective A better regional distribution network coupled with a large customer base
2. Elaborate on the factors influencing brand equity of MMBC. A: Firmly established brand for 8 decades which commands a large loyal customer base with a legacy factor Attributes like distinctively bitter taste, slightly higher than average content of alcohol that were unique to the Mountain Man Lager brand. Packaging of beer that was in line with the product positioning for the blue-collared working class (logo with the design of coal miners) Sticking to the core product of Lager rather than swaying to new emerging markets, i.e. maintaining core product competency Known as the “West Virginia’s Beer”, with authenticity, quality and “toughness” as the core attributes which the target customer base could relate with Judged “Best Beer in West Virginia” for the Eighth year straight year, affirming customer faith with respect to product quality and brand name Increasing product
2. Elaborate on the factors influencing brand equity of MMBC. A: Firmly established brand for 8 decades which commands a large loyal customer base with a legacy factor Attributes like distinctively bitter taste, slightly higher than average content of alcohol that were unique to the Mountain Man Lager brand. Packaging of beer that was in line with the product positioning for the blue-collared working class (logo with the design of coal miners) Sticking to the core product of Lager rather than swaying to new emerging markets, i.e. maintaining core product competency Known as the “West Virginia’s Beer”, with authenticity, quality and “toughness” as the core attributes which the target customer base could relate with Judged “Best Beer in West Virginia” for the Eighth year straight year, affirming customer faith with respect to product quality and brand name Increasing product