Submitted By: Ayushmn Sikka A056 Veenisha Bhatia B008 Avdhi Goel B014 Pooja Motwani B042 Manan

Thacker C060
Raghav Raj Jaggi G024
 INTRODUCING BIRA

 A refreshingly modern beer brand, imagined in India

 Established in the summer of 2015 by B9 Beverages

and headquartered in New Delhi

 Bira 91 is now in the top 25 craft beer brands

worldwide by sales volume and the fastest growing
beer brand in the world (growing 5x in 2017)

 The company now operates two breweries in India,

and has offices in nine cities including New York City
 Brand Portfolio

Bira Light Bira White Bira Strong Bira Blonde Bira IPA Bira Strong Bira Classic
The lunch-time The All-Day Beer High Intensity Extra Hoppy Rich Aromas of Rich & Malty Crisp & Mild
Lager Wheat Bear Summer Lager Tropical Fruits
Brand Extension
NEED-GAP: INDIAN BEER MARKET
"When I moved back
to India from the
United States after
selling my healthcare
start-up in 2007, I
figured that there was
no beer that was worth drinking. So I decided to solve this problem -
frothy and heavy - and started importing (craft) beers like Chimay,
Duvel, and other Brooklyn brewery beers, and started selling them in
India”
-Ankur Jain (Founder, Bira)

Challenge:
More options for the beer drinker by focussing on drinks other
than lager- Mixed results
Priced at Rs 500-700 for a pint- Imported beer from Europe-
proved to be super-expensive.
 PERCEPTUAL MAP FOR BIRA91
• Bira91 was introduced to fill a gap in the market between Indian brands and expensive imported beers.
• Test for Future Demand- Priced the product as though it was being made in India.
• Huge market potential at lower price point.
• Bira91 is the first mover to sell at liquor retail stores
• Indigenous microbrewery brewed beer: Restaurant Space; Bira91: Consumer packaged goods space

Craft Beer Draught Beer

Duvel: Imported
Chimay Hoegaarden from Belgium
Hopper
Premium
Duvel Microbreweries
Budweiser
Bira91 Kingfisher
Affordable Miller

Chimay: Imported
from Belgium
 BIRA 91: BRAND IDENTITY ELEMENTS

The name ‘Bira’ does not stand for anything literally, however colloquially it is how
a Punjabi would call his brother
Inverted B Spirit of irreverence
91 India’s Telecommunication Code
Monkey Mascot Playful identity: Urban millennial, key
customer of Bira91, represents the
monkey inside all of us
 BRAND IDENTITY PRISM

Beer with Unleash your

international quality inner self with a
standards. care free attitude.

SELF-IMAGE
Colorful pack Trendy,

PHYSIQUE
with a Unorthodox,
winking Smart, Fun &
money. Friendly

A spirit of
Hand-crafted
rebellion against
beer imagined
the conventional.
in India.
Brand Associations
 Brand Personality

Personality Type: The Rebel (Based on 12 Archetypes)

Goal: To Overturn What Isn’t Working, Best
Consumer Experience

Behavior: Freedom, Passionate, Agile, Transparent

Talent: Having Big, Outrageous Ideas And Inspiring

Others To Join Them, Taking Ownership, High
Performance
Brand Personality Dimension: Excitement (Based on 5 dimensions of Brand personality)

- Daring : Trending and Exciting - Imaginative : Remarkable and Special

- Spirited : Cool and Young - Up-to-Date : Independent
CRAFTING
THE BIRA targets the young, Casual Relationship with Direct: Craft Beer Breweries,

POSITION BIRA 91 irreverent, tech-savvy urban

consumers
the product, purchase is
influenced by price,
Other Beer Breweries,
Indirect: Carbonated Drink
packaging, aspirational Manufacturers, Juice
value derived from word- Manufacturers
of-mouth, peer groups.

TARGET CONSUMER NATURE OF

01 SEGMENT 02 BEHAVIOUR 03 COMPETITION
 Refreshing, Popular , Product Taste/ Color, Packaging, Calorie Bira is positioned as an
worth price, Superior Taste Content, Flavorful Craft Beer at alternative to expensive imported
Craft Beer affordable prices brews and cheap Indian brews.
‘Youthful, Trendy and Indian’

POINTS OF POINTS OF BRAND

04 PARITY (POP) 05 DIFFERENCE (POD) 06 POSITION
VALIDATION OF THE Ever increasing need of First Handcrafted Beer in India, Lowest Calorie Beer was 90
BRAND POSITION healthier variants of beers,
tasty, extremely popular
Low Calorie Beer, Packaging is calories (Lesser than a glass of
also Unique milk)
amongst the millennials

VALIDATION OF RUB TESTING RUB TESTING

07 BRAND POSITION
RUB TESTING
08 (UNIQUE) 09 (BELIEVABLE)

(RELEVANT)
Brand Value Proposition

Functional

Emotional Economic
Value Curve
Value Curve
VALUE 3

1
Price Quality Calories Branding Awareness Packaging
Bira Kingfisher
 Customer Value Hierarchy

Augmented
Bira IPA
Bira White
Expected
Bira Blonde
Basic
Bira Strong Core
Core
Bira Light
The lunch-time
Lager
 TIMELINE

Launched Bira
White & Blonde
in Kegs.
Brand preview in
Imported from
NYC with Tribeca film
Belgium
festival

2014
First round of
seed capital. Bira
2015
91 launched

2016 Starts Brewing in US

2017 2018
Second round of investment by
Sequoia Capital.

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