The products are available in 330ml-650ml bottles, 500ml cans and in 20L kegs for draught

beer dispensing. The bright and vibrant packaging with winking monkey along with neat, bold
and contemporary styling keeps Bira91 in sync with its target groups' expectations. Complete
portfolio, unconventional taste, quality standards make Bira91 stand out from its competitors.
Longer keg shelf life for draught dispensing is also favourable in the market.

Pricing Strategy
Today, Bira91 has affordable by uniquely pricing itself at a price point just in
between premium and imported beers. Heineken is the closest competitor when we consider
price, but it caters to a much more mature target group. They also slashed their prices in June
2017 (risky move when it was still being imported from Belgium) which spiked demand leading
to stock out.

Promotion Strategy
This led to a strong word of mouth publicity, where brand captured sizeable market share by
focussing only on distribution without even leveraging traditional marketing campaigns initially.
After earning enough revenue, it went on to drive its promotion strategies. Promotions are
largely concentrated to attract urban millennials. Social media campaigning was done heavily
initially. #BeBira, #CanYouBira are their flagship marketing campaigns. Customized beer
glasses, Bira Growler of 1.5L capacity translated a spirit of fun and togetherness. Sufficient
visibility for draught dispensing was realized by targeting strategic locations within in-premise
outlets to put innovative banners Bira-on-tap . Moreover, Bira 91 sponsored Tribeca Film
Festival in 2016, the Global Citizen Festival in 2017 and recently it sponsored Cricket world cup.

Place
The company realized that its strategy from importing from Belgium was not able to cater to
supply dynamics and started producing in Indore and Nagpur subsequently. Distribution caters
both on-premise and off-premise stores. The cost heavy nationwide launch was avoided by
the company as brews had to be tested in local public before achieving a high scale.

MARKET RESEARCH
Companies find it difficult to connect with all customers simultaneously in large, broad, or
diverse markets. So every company must segment its market and identify and then determine

Fig 1 Criteria for choosing beer

60
51
50

40

30

17 18
20

10
8
4 3
0
Taste Price Availability Brand/brewery Alcohol content Country of
Origin