资源描述：
《Mountain_Man.pdf》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、2069MAY28,2007HEIDEABELLIMountainManBrewingCompany:BringingtheBrandtoLightItwasFebruary20,2006,intheNewRivercoalregionofWestVirginia.ChrisPrangel,arecentMBAgraduate,hadreturnedhomeayearearliertomanagethemarketingoperationsoftheMountainManBeerCompany(
2、MMBC),afamily-ownedbusinesshestoodtoinheritinfiveyears,whenhisfather,OscarPrangel,thepresidentandowner,retired.MountainManbrewedonebeer,MountainManLager,alsoknownas“WestVirginia’sbeer.”Duetochangesinbeerdrinkers’preferences,thecompanywasnowexperienci
3、ngdecliningsalesforthefirsttimeinthecompany’shistory.Inresponse,ChriswantedtolaunchMountainManLight,a“lightbeer”formulationofMountainManLager,inthehopeofattractingyoungerdrinkerstothebrand.Overtheprevioussixyears,lightbeersalesintheUnitedStateshadbee
4、ngrowingatacompoundannualrateof4%,whiletraditionalpremiumbeersaleshaddeclinedannuallybythesamepercentage.Earlierthatday,ChrismetwitharegionaladvertisingagencyaboutamarketingcampaigntolaunchMountainManLight.Backinhisoffice,hewatchedanagencyvideotapefr
5、omafocusgroup.Heobservedahalf-dozenparticipants,21to55yearsold,showingvariousreactionstoproposalstoextendtheMountainManbrandtoanewlightbeerproduct.•Amaninhisfiftiesleanedintothefacilitatoranddeclared,“MountainManLight?Comeon,I’mnotinterestedinlightbe
6、er.Justdon’tmesswithMountainManLager.”•Amaninhisearlythirties,dressedinjeansandacamouflageshirt,staredatamockadvertisementandshouted,“Fancybarbecueparties,withpuppiesrunningaround….WhatdotheyhavetodowithMountainMan?”•Aman,inhismid-twentiesandfashiona
7、bly-dressed,said,“Soundsprettycorporate…Ithinkthebeeristoostrongformeanyway.I’llleaveittotheseguystodrink.”•Awomaninherearlytwentieswearinglow-risejeansandatrendyT-shirtcommented,“MountainManiskindof‘retrocool.’IlikelightbeerandMillerLiteissopassé.Iw
8、oulddefinitelytryMountainManLight.”________________________________________________________________________________________________________________HeideAbellipreparedthiscasesolelyasabasisforclassdiscussion,andnotasanendorsement,asourceofprimarydata,
