STP ANALYSIS

Segmentation & Targeting

Based on combination of variables previously mentioned in market research, we have

identified 4 distinct types of beer drinkers. Bira91 follows a product pricing strategy, where
they believe the customers will be willing to pay a premium price for a higher quality product.
Thus, they have adopted a slightly higher pricing than their competitors. As this strategy
resonates with Beer lovers and Hedonists category, we focus more on these categories as
they are relatively price-insensitive and are more concerned about the quality, taste of the
product and the overall experience.