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|Tagline||Mobtown Fermentation is a kombucha manufacturer based out of Timonium, Maryland.|
|Growth Stage||High-Growth Startup|
|Description||Mobtown Fermentation is a health beverage manufacturer based out of Timonium, Maryland. Their primary product is Wild Kombucha, a cause-driven urban spin on an ancient probiotic drink. Sergio Malarin and Adam Bufano grew up making kombucha and other fermented foods including kimchi, sauerkraut, and pickles. When their parents moved to Peru, they left Adam their brewing equipment. He came across the jars and hand bottlers while cleaning out the garage one day, and decided to try brewing. He fell in love with the process and worked to perfect the family recipe over the next 5 years. First friends and family started buying his brew, then some students from Johns Hopkins, and eventually a couple stores were asking for it. Knowing that he could not do this alone, he teamed up with Sergio and their childhood friend Sid.|
|Explainer Video||ARVE Error: Mode: lazyload not available (ARVE Pro not active?), switching to normal mode|
The Case Assignment
New Product Development
Mobtown plans to release a new product in early 2018 called Cafe Matcha. A Matcha is a cold tea beverage that's different from their original core kombucha product. Mobtown is looking to analyze their competitors, identifying ideal customer segments and distribution strategies, and assess ways to launch their new product within the most ideal markets. Unlike their Kombucha, this product will not require refrigeration since it's not a probiotic. It's a caffeinated alternative to sugary coffee-based drinks like the Starbucks Latte you can buy off the shelf. With this product, the company is much more flexible with distribution, though they certainly want to leverage their existing distribution network and relationships as they think through their strategy.
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