• Facebook
  • Twitter
  • Instagram
  • Youtube
  • Linkedin
AIM Leader
  • Cover Story
  • Features
  • AIM News
  • Alumni News
  • Multimedia
  • Life At AIM
  • Contact
  • Give
Select Page
Share on FacebookShare on Twitter
Articles

B9 Beverages: From Start-Up to Scale-Up

by AIM Research and Publication

Research by: Sandeep Puri, Shalki Goel, Sanchita Krishna, Babak Hayati, & Rakesh Singh 

 

Abstract 

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. 

 

Learning Objectives

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 

Industries: Manufacturing 

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 

 

Related Articles

Faculty
December 8, 2022
An Order Allocation Methodology Based on Customer Repurchase Motivation Drivers Using Blockchain Technology
Research by: Qi Sun, Ming Dong, & Albert Tan   Executive Summary In the e-commerce market, the cost of customer acquisiti...
by AIM Research and Publication
Faculty
November 24, 2022
Portfolio Optimization Considering Behavioral Stocks with Return Scenario Generation
Research by: Michael N. Young, TJ Troy N. Chuahay, Yen-Hsien Lee, John Francis T. Diaz, Yogi Tri Prasetyo, Satria Fadil Persada, &...
by AIM Research and Publication
Centers
October 28, 2022
Re-thinking Governance in Tourism: Harnessing Tourism’s Post-Covid-19 Economic Potential
Research by: John Paolo R. Rivera, Eylla Laire M. Gutierrez, & Fernando Martin Y. Roxas Executive Summary In reviewing existin...
by AIM Research and Publication
AIM Logo

Learn how business works in Asia with the people who practice it.

  • Cover Story
  • Multimedia
  • Features
  • Life at AIM
  • AIM News
  • Contact
  • Alumni News
  • Give
Copyright © Asian Institute of Management 2021 | Privacy Policy
  • Facebook
  • Twitter
  • Instagram
  • Youtube
  • Linkedin