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    Submitted By: Ayushmn Sikka A056 Veenisha Bhatia B008 Avdhi Goel B014 Pooja Motwani B042 Manan Thacker C060 Raghav Raj Jaggi G024

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    SriheroYennana
    Bira 91 is a craft beer brand established in India in 2015. It is now one of the top 25 craft beer brands worldwide by sales volume and grew 5 times in 2017, making it the fastest growing beer brand globally. Bira 91 operates two breweries in India and has offices in nine cities, including New York. The brand aims to provide higher quality beer at affordable prices to fill a gap between expensive imported beers and lower quality Indian beers. It targets young, urban millennials with unique packaging and positioning as a "youthful, trendy, and Indian" alternative.

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    Submitted By: Ayushmn Sikka A056 Veenisha Bhatia B008 Avdhi Goel B014 Pooja Motwani B042 Manan Thacker C060 Raghav Raj Jaggi G024

    Uploaded by

    SriheroYennana
    396 views29 pages
    Bira 91 is a craft beer brand established in India in 2015. It is now one of the top 25 craft beer brands worldwide by sales volume and grew 5 times in 2017, making it the fastest growing beer brand globally. Bira 91 operates two breweries in India and has offices in nine cities, including New York. The brand aims to provide higher quality beer at affordable prices to fill a gap between expensive imported beers and lower quality Indian beers. It targets young, urban millennials with unique packaging and positioning as a "youthful, trendy, and Indian" alternative.

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    Bira 91 Brand Management.

    Original Title

    Bira91

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    Bira 91 is a craft beer brand established in India in 2015. It is now one of the top 25 craft beer brands worldwide by sales volume and grew 5 times in 2017, making it the fastest growing beer brand globally. Bira 91 operates two breweries in India and has offices in nine cities, including New York. The brand aims to provide higher quality beer at affordable prices to fill a gap between expensive imported beers and lower quality Indian beers. It targets young, urban millennials with unique packaging and positioning as a "youthful, trendy, and Indian" alternative.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    396 views29 pages

    Submitted By: Ayushmn Sikka A056 Veenisha Bhatia B008 Avdhi Goel B014 Pooja Motwani B042 Manan Thacker C060 Raghav Raj Jaggi G024

    Uploaded by

    SriheroYennana
    Bira 91 is a craft beer brand established in India in 2015. It is now one of the top 25 craft beer brands worldwide by sales volume and grew 5 times in 2017, making it the fastest growing beer brand globally. Bira 91 operates two breweries in India and has offices in nine cities, including New York. The brand aims to provide higher quality beer at affordable prices to fill a gap between expensive imported beers and lower quality Indian beers. It targets young, urban millennials with unique packaging and positioning as a "youthful, trendy, and Indian" alternative.

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    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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    THANK YOU

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