SYNOPSIS (BIRA 91)

Rationale of project study :

Liquor industry is often overlooked and not considered
suitable for case studies especially in our country as it
is considered as a taboo topic.
Through this project study, our group would like to
bring more attention to this highly important and
successful sector.

Background :
BIRA is a modern beer brand, which was launched in
2015 and has been successful in capturing a significant
share in this market . The CEO of the company is Ankur
Jain . He left US where he was an IT professional to
introduce craft beers in India and set up his business .

Objectives :
The company despite starting very late has left behind
some of the major brands of the market by providing
customers with an affordable yet premium product.
Along with research on development of the product we
will also elaborate their highly effective marketing
strategy through this project .

Methodology :
  Brand research
 Market research
 Comparing the brand with respect to the market.
 Concluding the stand of the company in the
market through multi-dimensional analysis .
 Determining the effects of Covid on the brand as
well as the complete sector .

Competition :
Along with old brands like Kingfisher, Tuborg,
Carlsberg, Budweiser, Heineken which predominantly
held the market, new trendy and modern beer brands
like White owl, White Rhino, Simba etc. also pose a
threat to Bira’s market share.

Segmentation, Targeting and

Positioning :
- Attracts millennials aged between 20 – 30 as they are
experimental in nature
- Bira sells craft beer which is considered as a high
quality product in the Indian market .
- Provides the youth with great overall experiences in
terms of affordability, quality, etc.
Marketing Mix
 Product : Has only a few variants, i.e. White, Light,
Strong, Indian ale, Blonde,
 Place : Widely available in metro cities to attract
urban population.
 Price : Priced between imported beer and Indian
domestic beer .
 Promotion : Social media marketing, organising
exclusive brand events, supplying their own
merchandise and word of mouth.

References :
 www.bira91.com
 www.issuu.com
 www.linkedin.com (Bira’s Official Page)
 www.economictimes.indiatimes.com
 www.wikipedia.com

GROUP MEMBERS : Aman Gupta

Khushi Mittal
Siddharth Nanda
Utkarsh Rai