PRESTIGE MARKETING Presents:

MAJ Phil Durando, CPT Jimmie Beheler, CPT Elvis Gonzalez,

CPT Stephanie Kessinger, CPT Max Smith

Graduate Students, U.S. Army-Baylor MHA Program 1

AGENDA

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Current Light Beer Market

Mountain Light Campaign

Slogan

Target Demographics

Cans and On Site Sales

Sales Forecast

Marketing Milestones

Questions

Light Beer is the fastest gr owing beer categor y

2001 Light Beer = 30% of sales

2005 Light Beer = 50% of sales

Light beer is the only categor y of beer sales that has been

demonstrating consistent gr owth over the past 5 year s

During this same time frame premium beer sales have decreased by 4%

WHY LAUNCH MOUNTAIN LIGHT?

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This is your oppor tunity to capitalize on the l ight beer market share

You wil l not be alienating your loyal core customer base of Mount ain

Man Lager

This campaign wil l focus on attr acting a new customer base who is

already familiar with the exceptional Mount ain Man Brewing Company

br and

WHY LAUNCH MOUNTAIN LIGHT?

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CAMPAIGN SLOGAN

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Go Light, Stay Longer!

Exercise, Health,

and Fitness Young, Active, and

Social Adults

Canned beer and on premise sales (bar s and rest aur ants)

Target Demographic wil l be 21 -27 year olds and females of legal age

Recent resear ch has shown that younger beer drinker s prefer l ight beer

I t ’s t ime for MMBC to capitalize on those preferences, and make new

customer s for l i fe

MOUNTAIN LIGHT CAMPAIGN

Draft Beer Tap

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LAGER

Proposed Can

Focus on building upon the est ablished Mount ain Man br and image

with a regionally brewed, great t asting, and af fordable l ight beer

Increase your presence in bar s and rest aur ants

Launch at the beginning of college football season with a Mount ain

Light Tailgate Tent at the Univer sity of West Virginia home opener

Television, Radio, and Internet marketing adver t isements wil l launch in

the months following

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MOUNTAIN LIGHT CAMPAIGN

COMPETITION

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&

Mount ain Light is a quality, dist inctively f lavor ful, and drinkable l ight

beer

WHAT DIFFERENTIATES MOUNTAIN LIGHT FROM

COMPETITORS?

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2006 2007 2008 2009 2010

Series1 ($1,227,173) $1,747,479 $3,230,068 $4,827,027 $6,545,136

($2,000,000)

($1,000,000)

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

Inco

me

Mountain Light Projected Net Income

Sales of Mount ain Light wil l increase revenue 2% annually to

compensate for the annual lost revenue of Mount ain Man Lager.

Mount ain Light wil l gr ow its regional market share of l ight beer fr om

0.25% in 2006, with a quar ter per cent gr owth ever y year to 2010

SALES FORECAST

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SALES FORECAST

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2006 2007 2008 2009 2010

Series1 $4,727,313 $9,832,811 $15,339,186 $21,270,338 $27,651,439

$0

$5,000,000

$10,000,000

$15,000,000

$20,000,000

$25,000,000

$30,000,000

Inco

me

Mountain Light Sales Forecast

Milestones Start Date End Date Budget Manager Department

Marketing Plan Completion 1/1/2006 2/1/2006 $ - Chris Marketing

Web Site Completion 1/1/2006 2/1/2006 $ 100,000.00 Chris Marketing

Advertising Campaign #1 1/1/2006 6/30/2006 $ 450,000.00 Chris Marketing

Advertising Campaign #2 7/1/2006 12/31/2006 $ 450,000.00 Chris Marketing

Development of off-premise 1/1/2006 12/31/2006 $ 100,000.00 Chris Sales

Morgantown Market Area 1/1/2006 7/31/2006 $ 400,000.00 Chris Marketing

MARKETING MILESTONES

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Exceptional t aste since 1925

Mount ain Man Brewing has stood for giving the people what they want

and deser ve in a quality beer

A great t asting l ight beer…with a unique made in America att itude

MOUNTAIN MAN BEER COMPANY

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Mountain Light…

Go Light, Stay Longer!

PRESTIGE MARKETING

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Questions?