BVG BEACH CLEANING PROJECTS- ORISSA , ANDAMAN, PORT BLAIR
Bira 91
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2. The Brand
• Flagship Indian craft beer brand manufactured by B9 Beverages Pvt. Ltd.
• Launched in 2015, by Ankur Jain
• 91 represents India’s Country Code
• It is made from Wheat, Barley and Hops.
• Five beers in its portfolio – White, Blonde, Light, Strong and IPA
• It is available in draft, bottles and cans. Price starts at Rs 150
• It also has its own brand merchandise that includes t-shirts, bags, beer mugs, poker set etc
• As of June 2018, it is available in India, USA, UK, and Singapore, Thailand, Hong Kong
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16. Kingfisher
• Kingfisher is one of the oldest beer brand launched in 1978
• It uses surrogate advertising effectively and also does a lot of collaborated and
sponsored events
• It is the umpire partner for Indian Premier League
• Recently they have also launched a non alcoholic beverage Kingfisher Radler and are
hosting the Sunburn Festival 2018
• The content on social media is quite engaging and their website has separate gifs and
events which is quite attractive overall
• Price – Starts at 120
17. Simba
• It is a start up craft beer launched in 2016
• Uses animated lion as their logo
• Available in 4 variants
• Compared with Bira their merch is less expensive
• Generally promotes itself in events related to food and music
• Were a part of The Grub Fest in 2018
• Recently associated with Sara Ali Khan for the Movie Simba
• Price – Starts at 150
19. Learnings from competitors
• Could make their Instagram and Facebook more engaging by adding meme’s
relatable content
• Repost from other bloggers/influencers
• Increase engagement on social media
• Should promote collaborations
• Sight out examples related to their flavours and make it more interesting
• Post more frequently and go live during events
• Use Instagram stories and Igtv more often
22. Target Audience
• Name – Surbhi Bothra
• Age – 23
• Location – Mumbai
• Profession – Works in a Media Agency
• Social Media – Instagram, Zomato and Snapchat
• Interests – Exploring new restaurants, and
attending events
• Prefers Drinking – Occasionally
• Favourite Brands – Only, Forever 21, Starbucks
• Price Sensitivity - High
23. Target Audience
• Name – Mitesh Mehta
• Age – 28
• Status – In a relationship
• Location – Bangalore
• Profession – Start-up Company
• Social Media – Instagram and book my show
• Interests – Likes to party, fitness freak, music
• Prefers drinking – Frequently
• Favourite brands – Nike and H&M
• Price sensitivity - Medium
24. Target Audience
• Name – Aditya Roy
• Age – 32
• Location – Delhi
• Status – Married and has one kid
• Profession – Businessmen
• Social Media – Facebook and YouTube
• Interests – Sports, Reading articles,
movies, Photography
• Prefers Drinking – Rarely
• Favourite Brands – Fossil and Apple
• Price Sensitivity - Low
26. Keywords for Seo
• Bira merchandise 100 - 1k
• Craft beer 1k - 10k
• Top 10 beer brands in India 1k – 10k
• Lowest calorie beer 100 – 1k
• Bira Beer 10k – 100k
• Bira White 1k – 10k
• Bira Lite 100-1k
• Best beer under 200 10- 100k
27. Website
• Adding blogs to the website and an option where people can subscribe
to our newsletter
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29. Email Marketing
Earn subscribers Online -
• Adding pop up subscribe to newsletter/sign up on website
• Or direct them on the landing pages with incentives
Earn subscribers Offline -
• Database from events and festivals
• Or by providing them a reason to subscribe
35. Campaign Objective
Primary Objective
• Promotion through influencer marketing
• Attain the right target audience with the right influencer
• To show how craft beers are made and also promote Bira Lite with its other
flavors
Secondary Objective
• It will help us to speak to our customers directly with a trusted voice and bust
the myths about the taste
• Also, to showcase what Bira 91 is all about, what the brand really stands for
and how it is different from others.
36. How does it works?
• Bira will be sending 4 influencers on a 2 day trip sponsored by them and
certain events would be lined up.
• A personal invite would be sent to the influencers with deliverables
consisting of Bira Crate and Merchandises.
37. How would the influencers help Bira ?
• The influencers would talk about how craft beers are made
• Give them insights about different flavors of Bira and promote its
merchandise
• Craft a range of posts on Instagram that they have experienced
throughout and tag Bira
• Showcase their moments from the trip in a vlog or a short video and
promote it on their channels – Youtube
46. Campaign Objective
Primary Objective –
• To engage with the existing customers through a giveaway
• Increasing sales for the Bira can through the challenge
Secondary Objective -
• It will focus and mainly target the young crowd
• Recalling its brand value
• They will also get to taste different flavours of Bira in a way
47. How does it works?
• Campaign Duration – 1 month
• You should be 21 and above to participate
• Users have to make a funny video on the Tik Top App and unleash their
creativity by using the Bira Can
• Where they flip the can, squeeze the can or play with the can
• To participate you’ve to post the video social media with our hashtag
#MyBiraCan and tag 2 other friends
• 10 lucky winners would win Bira merchandises and free tickets to the World
Cup Finale!
