Mountain Man Essay

The main challenge before Mountain Man brewing company is to implement line extension by launching Mountain Man Light beer without diluting the brand equity, product cannibalization and loss of core customers of its already existing Mountain Man Lager product. I recommend launching the Mountain Man Lager light to attract the younger drinkers, who think that the Mountain Man lager is too strong for them, to the brand. Consequently, this will help to achieve revenue growth and enter new market segments thus increasing its loyal customer base. Simultaneously, Mountain Man shall collaborate with various distributors channel to promote its lighter beer version. In addition, the new branding activities and financial resources need to be established

By introducing a new lighter version of the beer will help diversify the brand portfolio and increase the brand equity. Since we will be targeting young drinkers, who mostly fall between ages 21-27 will not affect the current loyal customer base. Since, per the survey, the current customer base does not prefer to go with the light version thus they are more likely to stick to the current brand and this will create an entirely new market segment for the light beer. The current Brand awareness and the perception of quality will substantiate the authenticity of the newer version and young drinkers will now perceive the new product as another quality offering from Mountain Man. Additionally, the current brand equity will help in marketing activities and will require less financial resources to promote the branding due to the already existing brand image. On the other hand, competitors offering in the light beer segment will be a threat to market entry as most of the competitors hold a large market share and are very well established. Since distributors offer less help in promoting a single brand Mountain Man will have to face a tough completion for additional shelf space at retail