In 2015, Cerana Beverages Pvt. Ltd. launched Bira 91 (Bira), India's first handcrafted beer. It was introduced to fill a gap in the market between Indian brands and expensive imported beers. The handcrafted beer was priced lower than several premium beers but was more expensive than the market leaders. This allowed Bira to develop price leadership in the premium beer segment. By setting a new price range, Bira executed "high quality, low price" appeal and became capable of influencing customer product evaluations. With its intention to replicate this pricing strategy in its global expansion, now Bira would have to successfully design a proactive strategy to meet the associated challenges. Gaganpreet Singh is affiliated with National Institute of Industrial Engineering.

【書誌情報】

ページ数：7ページ

サイズ：A4

商品番号：HBSP-W18435

発行日：2018/7/18

登録日：2018/11/6