BIRA 91

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 Name: Rishab Gupta Section- I

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Enroll. No.- 15BSP100

MR!E"ING P#NS $% BIR &1 ABOUT BIRA 91:

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'erana Be(era)es* Bira &1.

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'ate)or+ , Beer .&/ ab(lcohol b+ (olume or alc(ol2

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Bira &1 un(eile3 at a spar4lin) ceremon+ b+ the Bel)ian mbassa3or.

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(ailable (ailable , Since late last  month.

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#ocation , In3ia a(ailable in 6elhi in 77cl bottles in the o88-tra3e an3 in bottles an3 on 3rau)ht in the on-tra3e.

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Price , SRPser(ice release price2 o8 INRIn3ian Rupee2 150 9S;.02 per 77cl bottle in the o88-tra3e.

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In3ia In3ian n cra8 cra8tt brehite an3 Bira &1 Blon3e.

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Both (ersions liste3 in top ;0 beers b+ G? ma)a@ine.

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Ini Initial tialll+ a(ai a(aila labl blee in 6el 6elhi hi the beer beerss
EXECUTIVE SUMMARY:

'erana is a start up hite a

lo< bitterness
B+ $cto $ctobe berr-No No(e (emb mber er Bira Bira &1
SITUATION ANALYSIS:

1)MARKET SUMMARY: SUMMARY:

"he lo)o o8 Bira &1 is a re(erse B
HJan3-'ra8te3 Beer Ima)ine3 in In3ia
3)MARKET TRENDS:

H>hat is )reat beer b eer ma3e o8L e es the most pristine earth+ hite comes
4)MARKET GROWTH:%ormall+ intro3uce3 in %ebruar+ Bira

&1 the number stan3s 8or 8 or In3iaAs countr+ co3e2 has alrea3+  become a househol3 bran3 amon) beer lo(ers in the capital an3 in Ben)aluru. Bira &1 >hite a lo<-bitterness
in the ne=t 1; months. mo nths. In Cul+ 'erana 'erana hen he returne3 home an3 set up 'erana Be(era)es the compan+ starte3 b+ importin) beers that onl+ connoisseurs
5)COMPETITION:

It is a mil3 (ariet+ o8 beer much mil3er 
MARKETING STRATEGY: STRATEGY:

1)MISSION:

CainAs tar)et is to reach sales o8 one million cases a +ear b+ the en3 o8 ;015 up 8rom 10000 cases a month in the 6elhi mar4et no<2 his ambition 8uelle3 b+ the response to Bira &1 in 6elhi an3 Ben)aluru.

2)MARKETING OBECTIVE:

"he )ro
!INANCIAL OBECTIVES:

I8 price isnAt a barrier to )ro
3i88ers 8rom state to state ran)in) 8rom ;5/ in Goa to 5/ in Maharashtra. 'erana Be(era)es no< )enerates 1.5 million a monthabout m onthabout &5/ 8rom Bira &1 an3 the remainin) 8rom imports o8 other  bran3s. "o scale up. Cain is in tal4s
MARKETING PROGRAM"THE 4 P#$):

p rice eOuall+ to all its 1)PRICE: "he compan+ has place3 its price competitors.Since the compan+ is ne< an3 emer)in)it has 3eci3e3 to lo
ma3e a(ailable in a 8e< pubs such as Beer 'a8 Mon4e+ Bar Raasta Pint Room an3 Barsoom. People taste3 it li4e3 it an3 it has )one (iral. Response to Bira &1 ha3 encoura)e3 Cain to sell the beer an3 its promotion hite a lo<-bitterness
the compan+
hopp+ cra8t la)er2 are a(ailable in 3ra8t an3 bottle 8ormats. It is a mil3 (ariet+ o8 beer much mil3er 
subcontinent 8rom se(en bre
!INANCIALS: It is loo4in) 8or in(estors to help 8un3

e=pansion  reprint o8 the article 'erana Be(era)es aims to e=pansion raise 9S10m 8or Bira &1 roll-out b+ Cames >ilmore
is real estate 3e(elopment an3 is acti(e in Ban)alore Pune !ol4ata an3 J+3eraba3.It is not clear
CONTROLS:"he 8ollo
closel+ b+ 'erana Be(era)es* Bira &1 mana)ement: a2Re(enues K E=penses.  b2Monitor