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BIRA 91: Setting New Prices in an Established Segment
內容大綱
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.
學習目標
This case is designed for use in graduate-level marketing courses, specifically courses on marketing management, pricing, and strategic marketing. It provides an opportunity for students to gain insight into a situation where a new price range is set in an established market and to discuss and comprehend a price leadership position and various related concepts. Working through the case and assignment questions will give students an understanding of the following:<ul><li>the holistic dimension of achieving price excellence</li><li>the scope of a price leader</li><li>the factors that underpin the achievement of successful price leadership, thereby avoiding price wars</li><li>high quality, low price positioning</li><li>the price waterfall and discount management</li></ul>