The New Product Development Decision Process of

Idea Generation
BIRA 91
• Tapping the untouched Beer
Business Analysis
business in the growing Indian • Expected sale of Rs 150 crore in
Market dominated by only
the year 2017.
United Brewers Ltd. • Breakeven expected in the FY21.
• Introducing Craft Beer in the
• Expected revenue about Rs 400
Indian market.
crore.
• Importing Craft beer brand from
Belgium, Germany and US and
distributing and marketing them
in Delhi, Mumbai and
Bengaluru.

Idea Screening
• Establishing breweries and
producing craft beer within the
country rather than importing
them from foreign countries.
• Brewing craft beers which
matches the preference of taste
and flavours of the urban youth
of India.
Concept development & Testing
• Introducing beer which goes with the
flow of casual get togethers and
parties.
• A fun, contemporary beer that
provides premium experience too.
• Gap level – the target is the Indian
youth whose need is that of an
enjoyable experience with a premium
feel. Bira attributed to the
development of this very need by
brewing less bitter, flavoured and
smooth ale and lager.
Marketing Strategy Development
• Target Market – The Indian youth which is more than 30% of
the total population of the country preferring beer as the
medium for social interaction and get together.
• Pricing strategy – Priced between imported beers and premium
domestic beers. Rs 220 for initial one month in Bangalore and
Rs 170 in Delhi which was later reduced to Rs 100 price point.
• Distribution Strategy – 1st phase of distribution – popular pubs
in towns of Bangalore, Mumbai & Gurgaon (largest IT hubs in
the country). Later started distribution in Pune followed by
Kolkata & Delhi.
Continued...
Product Development
• Physical Properties – Inverted B and 91 in the
name Bira 91 stands for rebellion and the
country code respectively. The Mascot, a
tropical creature that resonates with the rest of
the world, fun loving, original & remarkably
social.
• Packaging Type – Kegs and Bottles.
• Variants – Bira White, a citrusy white
beer(ale) with low bitterness and a soft finish
and Bira Blonde, an extra hoppy lager beer
with an aversion to bitterness with 4.9% ABV.
Market Testing
• Launched Bira 91 white and Bira 91
Blonde in kegs in Hauz Khas Village, a
hipster neighbourhood in Delhi.
• Dreamt to introduce the beers to 30
neighbourhood bars.
• Sales exceeded 7000 cases a month in
Delhi.
Commercialization
• When – First entry, as it was the first
Indian crafted beer to enter the Beer
Business.
• Where – In largest IT hubs of the
country i.e., Bangalore, Mumbai and
Gurgaon.
• To whom – The target audience being
urban youth of the country who needs a
contemporary but premium brand of
beer and avoid mass targeted beer
brands.
• How – Sale through direct promotion on
point of sales i.e., bars and restaurants.
Word of mouth publicity.
 2016
Partnership with 2018
2015 Tribeca Film 2017
Started
Festival, sales
2014 Lunched 2 3rd
production in
exceeded 20,000
variants in Delhi, packaging US, New
Raised 1st cases a month,
sales exceeded type – cans, Jersey,
round of faced severe
7,000 cases a became Philadelphia
seed shortages, Indian
month, launched largest draft and Boston,
capital. production in
operations in brand in Launches in
Indore & Nagpur,
Mumbai India. Singapore and
launched other
Nepal
variants – Strong,
IPA, etc.