Criteria for Segmentation

Consider the criteria for the segmentation before you draw any lines.
Seasoned marketers divide segmentation methods into seven types.

 Geography- Country, continent, city, or others.

 Demography-Gender, age, occupation, and other similar aspects.
 Behaviour-An individual's usage, loyalty, attitude, knowledge, or
other behaviours.
 Lifestyle-Activities, interests, and opinions of the individual.
 Culture-more precise than geographical segmentation.
 Occasion- Analyses the occasion in which product is bought.
 Benefit- The benefit a customer derives from the product.

The rapid growth of BIRA91

BIRA91- labels read: "Imagined in India", Ankur Jain decided to foray into the market
dominated by biggies such as Kingfisher, Budweiser, Carlsberg Tuborg and Heineken. He

positioned Bira91 as being “youthful, trendy and Indian”. Despite only launching in

2015, Bira 91 is now immensely popular.

brewing was initially done in Belgium because ANKUR JAIN (owner) couldn't initially find a
brewery in India

Bira 91's two initial beers were quickly a hit in India, that Bira 91 couldn't import the bottles
quickly enough, and in 2016 it started making the beers at a facility in the central Indian city
of Indore.

At end of 2017, Annual production had increased 30-fold to 300,000 barrels of five different
beers, and the company's annual revenues had reached $30m.

Bira 91 had secured $35m of external investment, including from US venture capital
firm Sequoia Capital. "The intent is to become the first global brand of craft beer," he
says.

exports its beers to the US, specifically to New York and New Jersey, sponsored
Tribeca Film Festival in New York City in 2016.
  Bira 91 exports 2% of its Indian production to the US
 expand into Philadelphia and Boston
 intends to start brewing in New York in the near future.
 hopes to be selling into Singapore, Hong Kong and Bangkok by the end of 2018.
 And in 2018, the brand started on its wider expansion in the Asia Pacific market by
entering Singapore.

Bira91 is a craft beer, craft beer is expected to remain a niche market in India in the
near future as stronger brews remain a firm favorite, especially in smaller cities, and
cost-conscious consumers pick cheaper alternatives.

Competition: Bengaluru-based United Breweries, which dominates the Indian beer market
with its Kingfisher Strong beer, has said it plans to launch a craft beer brand by the end of
2018.But Jain prospects on the Brand. We are beginning to see a data point where Bira is
not just sort of dominating premium, but actually taking share away from mass market
brands. So, consumers are actually trading up, paying more for beer that’s more flavorful
and resonates with them

Scope

• Bira 91’s offering of a bottled craft beer with lower alcohol content (ABV) and more focus on flavor
captured the attention of Indian youth who were seeking something different from the mass-
produced beers that dominated the market.
• Bira 91 adopted an unconventional brand and logo, complemented by product positioning and
pricing strategies, and marketing campaigns that were carefully crafted to appeal to its target
audience - young Millennials.
• The company leveraged a mix of below-the-line marketing and social-media marketing to connect
with its target consumer cohort.
• The unconventional log and brand mascot provided Bira 91 with a marketing medium that
bypasses the restrictions on advertising of alcoholic beverages in India, and a means for generating
merchandise revenues.

OB SKILLS:

Now with 320 employees, Mr Jain says that he recently felt a need to reduce
operational inertia in the company, and foster a culture of openness to new ideas.

"My active attempt was to ensure that a lot more people have decision-making
empowerment," says the founder and chief executive.
Mr Jain decided to flatten the organisational structure of the business. His fellow directors
saw their senior job titles and assigned seats in offices taken away, and now employees at
Bira 91 sit around the same dinner tables, allowing junior and senior employees to freely
exchange ideas.

Objective:
 reason is that we speak the urban consumer’s language; we are them.
 give the millennials a beer they can call their own
 Bira 91 aims to provide flavourful beers, at a price that is affordable
 We have given people a choice that was not present in the market when we entered 2 years
ago. We are creating flavour beers to satiate every palate. Our products include:

 Bira 91 White Ale which is a deliciously different wheat beer. Low in bitterness with a hint of
spicy citrus and a soft finish. A refreshing all day craft beer brewed with pure ingredients and
mixed with barrels of passion
 Bira 91 Blonde Lager which is a refreshing contrast to insipid mass-market beers. Rich in
colour and made with the finest two-row barley. This flavourful lager is extra malty and high-
hopped with a delicate aroma.
 Bira 91 Light is one of the first low-calorie beers to be introduced in the Indian market. The
beer is positioned as a “lunchtime lager” – a quick refreshment that you can have with a light
meal any time of the day. A super light body, clean appearance, and crisp taste, Bira 91 Light
is filled with exotic hops from Europe giving it a pleasant, natural finish making it eminently
sessionable.
 Bira 91 Strong is a “High-Intensity Wheat Beer”. This beer is a top fermented ale giving it a
unique and rich taste that is low on bitterness, high on honey and caramel notes.
 Bira 91 “The Indian Pale Ale” is a hop mutiny in the glass. High in alcohol (7%), this beer is
made with a mix of two-row pilsner malts, pale malts, and wheat malts. Brewed with the world’s
most flavorful aroma and bitter hops (cascade, magnum, brewers’ gold, and some secret exotic
varieties!), this is a beer with a punch.

What is the marketing strategy that the brand is thriving on and what are the marketing
mediums you are using?
The strategy is to enhance our consumer experience. We’ll be following a digital-first approach. Our
core audience is urban millennial and they’re best targeted online. As a brand, we’ll invest heavily into
creating quality content. Disseminating it through the right partners & also supporting our
communication with on-ground activities. Planning to scaling up consumer-driven events such as Light
Lunch & Free Flow Festival.

How is Bira 91 using Experiential Marketing to engage with its audiences? Recent
experiential campaigns by the brand:
I. on-ground at bars and restaurants. We recently executed a large scale on-ground promotion
called Free Flow Fest – this was a consumer-focused activity and gave them an opportunity to
try out 3 different beers from our portfolio – all with varying styles and bitterness levels. It also
gave consumers an opportunity to try out our recently launched brew The Indian Pale Ale [IPA].
II. To further help our consumers find their favourite Bira 91 – a person can simply log on to
Zomato and search for ‘Bira 91 beer’ in the search tab and find their nearest outlet serving Bira
91. There are also curated collections on Zomato.
III. We have recently announced our first-ever association with a music festival, Magnetic Fields,
which underlines its commitment to cater to the creative Indian. Over the past four years,
 Magnetic Fields has established a loyal community, with a strong focus on consumer
experience – something that resonates well with Bira 91 and its millennial identity.
IV. There is also our online series with Rocky & Mayur called Bira 91 HotStuff – where Rocky &
Mayur go exploring the hottest chilis in India and pairing the hottest dishes with a chilled Bira
91.
V. Bira 91 is supporting Hip-hop and brand channel on Saavn wherein the brand will bring on
guest curators and contributors to create playlists. The goal is to partner with artists and labels
to create original tracks that will be launched on the Bira 91 Channel. Bira 91 will also be
promoting gigs, festivals, and exclusive merchandise through the channel. Bira 91
FreeFlow, a campaign that places its focus squarely on hip-hop and hip-hop subcultures in
India. The artist gigs have mix of domestic and international hip-hop talents like the queen of
British Rap – Lady Leshurr and Delhi-based rapper Prabh Deep.

Association with Magnetic Fields Festival and planning on associating with other music
festivals too:

Bira 91 has quickly come to represent urban India and its first-ever association with a music festival,
Magnetic Fields underlines its commitment to cater to the creative Indian. Globally recognized as a
festival that pushes future-facing sounds from India and around the world, Magnetic Fields embodies
an exciting vision of modern India, much like Bira 91.

BIRA91 News 2019 Updates:

Since its launch about four years ago, the company has managed about a 5% share in key markets despite the
dominance of Kingfisher, AB Inbev’s Corona and Budweiser, and Carlsberg, which together control 80%.

The beer segment expanded 6% to 2771.5 million litres in 2018, according to GlobalData forecast.

But India still favours strong beer brands that have an 80% share, and global companies have been producing
stronger variants of their flagship beer brands, a segment where Bira has no presence at all

Sales at B9 Beverages climbed to Rs 161 crore from Rs 32 crore in FY17, in which the company had reported a
net loss of Rs 55 crore, data sourced from research platform Veratech showed.