Marketing Mmbc

Name of our new light beer or new brand: Sunny Mountain Man

Our position is remaining the Mountain Man Larger, and at the same time, creating a new brand name, how about our new brand name is Sunny Mountain Man? I think that Sunny is suitable for the younger drinkers who become the key segment of the beer markets. Also, our new product is light beer, which is better to drink in sunny day or a comfortable environment, not like the Mountain Man Larger, which is too strong.

And about the closer, “Sunny day with a bottle of Sunny Mountain Man”

With the new brand name of the light beer will not alienate existing Mountain Man Lager customers and erode core brand equity. Sunny Mountain Man will face to the younger drinkers who are the key consumer segment for beer companies. On the one hand, sunlight is a symbol of young people, it is easier to remember and build their loyalty under this new band name, on the other hand, the new brand name would not harm for the Mountain Man Lager, which already have their loyal customers, and take away the market share. Moreover, MMBC’s 2005 revenues were down 2% relative to the prior fiscal year, and the prospect of continued downward pressure on revenue means that if you are not going to change, you will die finally.

the revenue continued to decline, which is from $50million in 2005 to $45million in 2012, and from 2008, net income becomes negative. Until to 2012, the net income will be negative $4million. Therefore, changing of produce model and creativity of a new brand name is necessary for MMBC’s future development.