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Mountain Man Brewing Company Case Study

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Mountain Man Brewing Company Case Study
Dear Chris Prangel,

Regarding whether Mountain Man Brewing Company should introduce Mountain Man Light beer to their product line I think it should. Mountain Man has customers who are loyal to it their original product, and I don’t think the addition of a new product would affect this loyalty if introduced in the right way.

Marketing Mountain Man Light will be where MMBC could preserve the brand name of Mountain Man Lager. Separating the two beverages consistently in the ad campaign in ways such as:

* Remind customers of the Original Mountain Man Lager in all Mountain Man Light ads. * Make no changes to the Mountain Man Lager ads, in order to keep from worrying customers that the recipe has been changed. * Market the new
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