Professional Documents
Culture Documents
Section- I
low bitterness wheat beer) and Bira 91 Blonde (an extra hoppy
craft lager) available in draft and bottle formats.
Cerana also owns and operates the countrys first and largest
draft beer dispense network in restaurants and bars across the
country.In addition to its own brands, Cerana also imports and
distributes a portfolio covering major beer styles and more than
twenty brands, including the legendary names of the specialty
beer world such as the Belgian Blonde Ale of Duvel and
Trappist Beers of Chimay.
Cerana was founded by Ankur Jain, an entrepreneur and
engineer.Ankur Jain, CEO of Bira 91, graduated with a
Bachelors degree in computer engineering from the Illinois
Institute of Technology, Chicago, in 2002. In 2008, he founded
Cerana Beverages Pvt. Ltd, which started as an importer of
exotic brews, and in May last year soft-launched Bira 91.
Tanmoy Mukherjee, chief marketing officer, Cerana, former
marketing head of Lavazza Coffee.
Anuj Krishan, former director with UBS Investment Bank,
London and an alumnus of IIT Bombay, as Chief Operating
Officer, as part of the expansion plans.
Anshul Agarwal, Vice President-operations in the leadership
team, manufactured and exported garments for nearly five years.
Cetrana has six partners who own about 75% of the company
(the remaining stake is with a bunch of individual private
investors). The company employs 50 people, of whom 25 have
been added in the past 45 days.
3)MARKET TRENDS:
What is great beer made of? Yes, the most pristine, earthy
water, the sturdiest & choicest malted barley & wheat, flavored
with a blast from the most delicate hops and restless, manic
yeast. But also the secret ingredients of spirit, mystery,
mythology, passion, and a turbulent chaos, full of vitality and
energy. And, India has these secret ingredients in
abundancesays Jain. Bira 91 is a craft beer, the first that has
been conceived of by an Indian company. The big difference in
Bira 91 White comes when the libation first touches the tongue.
It is sweeter and markedly more acerbic, or citrusy, than the
normal beer. The bigger surprise is in the lack of bitterness that
usually marks beer.
5)COMPETITION:
It is a mild variety of beer, much milder (with alcohol content
below 5%) than other beers in the Indian market dominated by
strong beers including Kingfisher, Kalyani Black Label,
Carlsberg Elephant, Budweiser Magnum and Miller ACE.
MARKETING STRATEGY:
1)MISSION:
Jains target is to reach sales of one million cases a year by the
end of 2015 (up from 10,000 cases a month in the Delhi market
now), his ambition fuelled by the response to Bira 91 in Delhi
and Bengaluru.
2)MARKETING OBJECTIVE:
The growth has been fast, much faster than the company could
have imagined. The aim now is to be among the top three in
every market that we will be present in by the end of this year.
The company wants to continue with the two variants and add
one more by the end of the year and eventually brew the beer in
India. To scale up,the company has decided to lower prices from
Rs.150 a pint to Rs.100 over the next few month.
FINANCIAL OBJECTIVES:
If price isnt a barrier to growth, why does the company plan to
lower it? The company could have worked out a lower price.
But taxation is something that they cant control.Tax for beer