Spatial Design as a tool for Brand Building : BIRA 91

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SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

CONTENT • • • • • • • • • • • • •

ABOUT THE BRAND DESIGN GOAL BRAND IMAGE BRAND POSITIONING TARGET AUDIENCE INTERVIEWS TOUCH POINTS MARKET STRATEGY COMPETITION PRODUCT ANALYSIS MERCHANDISE SITE SELECTION PROGRAMME

• • • • • • • • • • • • •

EXPERIENCE PATH AMBIENCE VISUAL MERCHANDISING SEATING MATERIAL PALETTE ZONING PLAN SECTIONS ELEVATIONS VIEWS PROCESS INITIAL EXERCISES LEARNINGS

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ABOUT THE BRAND Bira 91 is the flagship Indian craft beer brand owned and manufactured by B9 Beverages Pvt. Ltd. The company’s first brewery unit was located in Belgium where a craft distillery was used to contract manufacture the beer with ingredients from France, Belgium, Himalayas and Bavarian Farms and exported to India. After initial success, the company thereafter began manufacturing the beer in India with the same ingredients.

B9 Beverages Pvt Ltd was founded by Ankur Jain, an entrepreneur who moved to the United States in 1998. Jain completed his degree in Computer Science from Chicago. He briefly worked with Motorola before starting his first venture in Healthcare Revenue Management in New York which was later sold to an undisclosed healthcare provider network.

Jain moved back to India and started his first beer venture in 2008 importing traditional craft beers from Europe and United States to India. B9 Beverages launched Bira91 beer brand in early 2015.

Bira 91 garnered unprecedented success amongst Indians due to its distinct taste that is low on the expected bitterness of beer. Indian restaurant and bar owners saw a rise in Bira91’s demand soon upon its launch as the beer brand captured sizable market share basis word of mouth publicity, without leveraging traditional marketing campaigns initially. Bira 91 offered a distinct taste to beer drinkers in India and had witnessed unexpected demand upon its launch.

However, due to beer being made in Belgium and imported to India, Bira 91 had erratic supplies and major supply crunch in 2016, when it went off shelves. The company started a facility in Indore and later a second one in Nagpur and is planning a third one to cater to growing demand.

As of 2018, Bira91 is available in India, USA, UK, Singapore, Hong Kong, Thailand and UAE.

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

NAMING AND SIGNAGE

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DESIGN GOAL

TO MAKE BIRA AN ESTABLISHED BEER BRAND IN THE INDIAN MARKET FROM AN UPCOMING NEWLY LAUNCHED BRAND BY TAPPING INTO THE GRAPHIC PROFILE OF THE YOUNG CONSUMERS BY CREATING A FUN/CHILL SPACE FOR THE BRAND. SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

BRAND IMAGE

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BRAND POSITIONING

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

BRAND POSITIONING

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TARGET AUDIENCE

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

TARGET AUDIENCE : INTERVIEWS

“TRIED IT IN BANGALORE THE WHITE ONE

“TRIED WHEN IT WAS NEWLY INTRODUCED IN DELHI

“HEARD ABOUT IT FIRST TIME IN A BAR IN MUMBAI

THE CASUALNESS OF THE GRAPHIC MADE ME TRY IT

IF I HAD TO CHOOSE DRAIGHT BEER I WOULD PREFER BIRA

LOGO OF THE BRAND WAS INVITING

DEPICTS PARTY AND NOTION OF CRAZYNESS

FLAVOUR IS VERY LIGHT

THEY SHOULD MAKE THEIR OWN BAR”

EXTREMELY SMOOTH BEER WITH REFRESHING AFTER TASTE

PRETTY GOOD TASTE TASTE COULD IMPROVE THEY HAVE A VARIED RANGE”

FOCUS MORE ON MARKETING”

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TOUCH POINTS

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

TOUCH POINTS : ANALYSIS

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MARKET STRATEGY The idea was to present India in a modern and contemporary fashion.

Bira 91 was selling beers that were never seen before in the market; neither in colour nor in taste.

Their aim was to fill the gap in the market for an unorthodox, unconventional and fun brand of beer.

They refrained from using any kind of marketing campaign or surrogate tricks.

Continue scaling up our consumer-driven events such as Light Lunch & Free Flow Festival.

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

COMPETITION

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PRODUCT ANALYSIS

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

COMPETITION ANALYSIS

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PRODUCT COMPARISON

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

MERCHANDISE

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SITE SELECTION

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

PROGRAMME Bira 91 is an Indian craft beer which primarily focuses on good quality, good tasting product, in an affordable segment in the Indian beer segment. Bira is a colloquial term for beer with origins in the northen part of India and 91 is India’s country code. The founders of the brand wanted to establish and maintain a connect with the Indianess of the product even when it hits international.

What sets this beer brand apart from its competitors is the quirky and bold graphics which it associates with. Adding a mascot gave a strong and easily connectable identity. A lot of consumers choose to try this particular beer over the rest was because of the presence of a strong visual identity and then got hooked on as a loyal terget audience because of its preimium quality.

The core intention behind designing a space for an alcoholic product is to develop a loyal consumer base from the experimental millenials. The need to provide a built environment/spatial experience is to establish a new and growing brand. The image of bira needs to be revamped from a ‘house party’ beverage to a ‘night out at a club’ beverage in order to sync with the marketing strategy.

The drawing factor of this spacewould be the concept of a barcade which is essentially the amalgamation of an arcade within a bar. Arcade is an old-school but fun format of entertainment which has a feel good vibe. The space would also house a live kitchen counter which would be an interactive experience for the consumers to sample the various product offerings with the right food pairing. Each flavour of beer would have a dedicated palette of global cuisine where the people can also interact with the bartender/chef making that an affective touchpoint.also celebrates the beer culture where one can interact with the product via beer kegs, beer on tap, beer samplers and beer pong.

Since India does not have a Barcade culture, it would be an innovative twist with respect to the site. Considering the site is in Lower Parel, which is a recently popular joint for the urban millenials to head out for partying and eating out. The site is surrounded by restaurants, cafes and bars but also offices and residences, making it the right hot spot for the targeted audience.

The resultant brand image would then lead to establishing the Bira brand as a go-to preference. the young and vibrant pop-interiors would then cater to the urban millenials as they value experiences over just the product, where beer would then act as a catalyst for social interaction. .

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EXPERIENCE PATH

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

AMBIENCE

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VISUAL MERCHANDISE

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

VISUAL MERCHANDISE

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VISUAL MERCHANDISE

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

SEATING : BOOTH

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MATERIAL PALETTE

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

ZONING

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LAYOUT PLAN

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

SECTIONS

SECTION AA

SECTION BB

SECTION CC

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ELEVATION : FACADE

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

VIEWS

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VIEWS

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

VIEWS

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ELEVATION : INTERIOR

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

ELEVATION : INTERIOR

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PROCESS : VIEWS

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

PROCESS : VIEWS

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PROCESS : VIEWS

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

PROCESS : VIEWS

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PROCESS : VIEWS

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

PROCESS : VIEWS

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PROCESS : VIEWS

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

PROCESS : VIEWS

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PROCESS

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

PROCESS

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PROCESS : EG VM STRATEGY

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

PROCESS

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INITIAL EXERCISE : 20 BRANDS STUDY

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

INITIAL EXERCISE : 20 BRANDS STUDY

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INITIAL EXERCISE : 20 BRANDS STUDY

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

INITIAL EXERCISE : 20 BRANDS STUDY

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INITIAL EXERCISE : 20 BRANDS STUDY

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

INITIAL EXERCISE : BRAND RATING

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INITIAL EXERCISE : SAMSUNG BRAND ANALYSIS

BRAND INTRODUCTION • CONFIDENT

• CUTTING EDGE TECH

HIGH COST

HIGH TECH

LOW TECH

LOW COST Samsung caters to a wide range of consumers by ensuring dynamic pricing and products. From college students to the young working adults to parents which is made evident through its ads.

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

• DYNAMIC

• SLEEK

INITIAL EXERCISE : SAMSUNG BRAND ANALYSIS

ADVERTISEMENT MOST ADS ARE MINIMAL AND ARE A DIRECT DIG AT THE COMPETITION BUT SOME ARE PRODUCT BASED ADS.

LOGO PROMINENT ON TOP MODEL NAME WITH TYPE IN BOLD TAGLINE IN A THINNER FONT BUT IN SAME SIZE SUBTLE NAME OF THE BRAND FOR RECALL

IMPORTANCE OF VARIOUS FEATURES DEFINED BY COLOR INTENSITY

PARTIAL VIEW OF THE DESIGN OF THE PRODUCT TOP DISTINCT FEATURES NEXT TO THE PRODUCT

PRICE MENTIONED IN ONE CORNER IN BOLD BUT SMALLER FONT SIZE ADDITIONAL INFO BARELY LEGIBLE

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INITIAL EXERCISE : SAMSUNG BRAND ANALYSIS

COMMERCIAL

SAMSUNG LOGO WITH APPLE STORE SETTING FEATURING APPLE PRODUCTS

INTERACTION WITH APPLE CONSUMERS SHOWCASING THEIR PROBLEMS WITH THE PHONE

INDIRECT AND OBVIOUS TAUNTS AT COMPETITION GLORIFIES THE PRODUCT WITHOUT EVEN SHOWING IT

SAMSUNG LOGO AND TAGLINE AT THE END OF THE ADVERTISEMENT

TAGLINE AFTER EVERY COMMERCIAL AFTER THE LOGO

SUBTLY SHOWING OTHER PRODUCTS OF THE COMPETITION

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

OBVIOUS AND UNABASHED DISPLAY OF THE APPLE LOGO ON THE EMPLOYEE IN CONTRAST TO HIS TATTOO WHICH IS SAMSUNGS TAGLINE

INITIAL EXERCISE : SAMSUNG BRAND ANALYSIS

BUILT ENVIRONMENT KIOSK

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Kiosk type setting inside reliance digital store ( inside a mall) Island look and feel Selective products on display and sale Staff is samsung uniform and not in reliance digital uniform.

Each product has dedicated infographics Present right adjacent to samsung tv and other samsung electronics.

The blue platform enhances the island feel.

The setting is very similar to dedicated samsung stores.

SERVICE CENTER

SMART CAFE

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Minimal and sleek Segregation and segmentation of products Uniformed staff Displays all the products currently available in the market Counter at the back in the center Accessories required with the products are also on display Infographics and environmental graphics present throughout the store White interiors with the bold samsung –blue

• • • •

The service center is divided into 3 parts : waiting area, counter, service area.

The waiting area is just full of metal chairs where you get a token number which is then displayed on a screen.

The behind the counter area displays the prominent Samsung logo and Customer Service text on the blue background.

The furniture is predominantly kept white and blue keeping the customer service space in sync with their other stores.

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INITIAL EXERCISE : SAMSUNG BRAND ANALYSIS

BUILT ENVIRONMENT STORE FRONT

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The job of a store front is to attract the consumer towards the location of the product.

The Samsung store fronts have their well known blue colored boards with that well recognizable font that has now become a synonym to the brand.

The window displays are generally avoided or will at the most have one advertisement of the latest product which may or may not be so direct.

If inside a store, the kiosk is brightly lit and usually present at the front of the store.

CASH COUNTER

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Generally present at the center end of the store Quite visible even when you walk in because of the bright blue wall highlighting its presence Logo prominently on display behind the counter Simple white counter manned by a single person

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

GRAPHICS

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There are two types of graphics, one which is on the counter and the other ones which are on the sides as panels.

The counter graphics displays information about the product, its pricing and various features.

The side-panel graphics are basically advertisements of the latest products. They don’t convey as much information but their job is to make the consumer aware about the general look and feel of the product as well as the brand.

INITIAL EXERCISE : SAMSUNG BRAND ANALYSIS

BUILT ENVIRONMENT COMPARISON WITH COMPETITION

BELOW IS AN IMAGE OF AN EXISTING APPLE STORE AND ITS SIMILARITY TO THAT OF A SAMSUNG STORE’S LOOK AND FEEL.

• • • •

At the right side of the store is the accessories wall which display mobile phone and tablet covers, wires and other accessories which are authorized Samsung products.

This wall is highlighted because of a variation in its background color.

The products are hung and are easy to interact with the consumers who walk into the store.

They are usually segregated by which product they belong to.

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INITIAL EXERCISE : SAMSUNG BRAND ANALYSIS

CONCLUSION •

The basic color in the logo is blue, which Samsung has employed for years, supposedly symbolizing stability, reliability and corporate social responsibility.

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SamsungOne font, a typeface that hopes to give a consistent and universal visual identity to the wide range of Samsung products

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VERY minimalistic ads sometimes even without the logo

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Recent campaigns however are a direct unabashed dig at Apple.

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Trying to capture views by putting iconic and easily recognizable apple designs

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BOLD

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BLACK BLUE AND WHITE color scheme

SPATIAL DESIGN AS A TOOL FOR BRAND BUILDING

I have looked at Samsung’s touchpoints, types of campaign strategies and social media presence and built environment and it appears to me that Constantly evolving tech, dynamic pricing and product, focus on customer service (POST SALE), promotions and deals, sponsorships, commercials with no brand ambassador or popular face and CONSTANT BRAND RECALL are your strategies to tap into the youth based consumer base which is looking for a smart phone at an affordable cost and an affordable and convenient post sale services which they might not be able to get from other competitive brands by introducing a diverse range of products in various price ranges/ sizes/ options.

The built environment is kept constant in all store types and environments with subtle use of graphic and interiors.

LEARNINGS

“PERSONALITY OF THE BRAND IS VITAL” “DESIGN CAME THROUGH MARKETING STRATEGY, TARGET AUDIENCE AND BRAND.” “GIVING AN IDENTITY TO THE SPACE BY GIVING AN IDENTITY TO THE BRAND” “HUMAN INTERACTION WITH THE PRODUCTS AND HOW YOU DESIGN AROUND IT”

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