Research by: Sandeep Puri, Shalki Goel, Sanchita Krishna, Babak Hayati, & Rakesh Singh
In May 2018, B9 Beverages Private Limited (B9 Beverages), the owner of craft beer Bira 91, reached a total of over US$100 million in funding after receiving $50 million from Sofina SA, a Belgian investment firm. This third round of funding would allow the company to meet the various objectives that the founder and chief executive officer had planned for the company’s new Bira 91. He wanted his India business to break even by 2019 and expand fivefold over the next three years. He also wanted to establish a leadership position in the Indian premium beer market. The company also planned to launch Bira 91 as a public company through an initial public offering within the next few years. His long-term goal was to make Bira 91 a product rooted in India, as well as a global leader in craft beer. As the market and competition continued to grow, B9 Beverages had to develop a strategy to differentiate Bira 91 in the crowded global beer market.
This case is designed for a graduate-level marketing course in a segment on marketing strategies or start-ups. It can also be used in courses covering the topics of growing players and brand management. The case may also be effective in marketing courses to reinforce concepts such as value innovation, market disruption, product development, and brand management. The case looks at how well-established market leaders can be challenged by the value innovation strategies of new market entrants. After the completion of this case, students will be able to
- understand the intricacies of the alcoholic beverages market in India and the factors affecting its growth;
- assess the needs and preferences of evolving Indian consumers for alcoholic beverages products;
- understand an entrant’s successful growth trajectory with value innovation; and
- evaluate a firm’s plausible future growth strategies.
Issues: Marketing strategy, Brand management, Value innovation, Marketing Mix, Consumer behaviour, Growth strategy
Disciplines: Marketing, Entrepreneurship, International
Setting: India, Large, 2018
Intended Audience: MBA/Postgraduate
To cite this case: Puri, S., Goel, S., Krishna, S., Hayati, B., & Singh, R. (2019). B9 Beverages: From start-up to scale-up. Ivey ID: 9B19A008.London, Canada: Ivey Publishing.
To access this case: https://www.iveycases.com/ProductView.aspx?id=101004