Growing the Mountain Man Brand

Current New Market Penetration: Increase penetration by introducing

Products Products Mountain Man Light for attracting younger drinkers
towards the brand
Market Product
Current
penetration development Market Development: Mountain Man new target age is
Markets Strategy Strategy 21-27 years of age for new light beer .70% sales of Lager
through off premises.

Product Development: Brand is known for regional tastes

Market Diversification and aura of authenticity.
New Development Strategy
Markets Strategy
Diversification: Expansion of product line beyond its
flagship lager product i.e. Light Beer
Advantages of Extension(Irrelevant h lag rha h ye
to)
New Product Acceptance Mountain Man Comments
Stands
Improve Brand Image

Reduce Risk Perceive By Customers Firm expertise and trustworthiness

Increase the probability of gaining

distribution and trial
Increase efficiency of promotional
expenditures
Reduce cost of introductory and
follow up marketing programs
Avoid cost of developing a new
brand
Allow for packaging and labelling
efficiencies
Permit consumer variety-seeking
Evaluating Brand Extension Opportunities
Steps
Actual and desired Consumer Knowledge
about Brand
Identify possible extension candidates
Evaluate the potential of extension
candidate
Marketing campaign to maximise the
likelihood of success
Evaluate extension success and effects on
parent brand equity
Comments
Position the product as authentic, high quality light beer but for a
different target; breadth of use will increase
Light beer constitutes 50.4% volume of sales; 21-34 age group
mostly untapped
Breadth of Product will be captured by introducing Light beer for
youngsters
Leverage upon brand history, authenticity and high quality
Line extension of strong brands are more successful than
extension of weak brands
For light beer, company will use lifestyle TV advertisements
Due to common brand elements, parent brand associations will
be transferred hence brand equity will remain high