PROJECT PRESENTATION TAGLINE LOGO BRU Coffee Happiness Begins

PROJECT PRESENTATION - TAGLINE - LOGO - BRU (Coffee) “Happiness Begins with Bru”

Bru Coffee According to HUL, Bru is the market leader in coffee segment with a value share of 51. 1 %. Much of the success of Bru can be attributed to following factors – Prices of Bru products are : - - Innovation in new products Bru Instant Coffee – Rs 300 for 200 g - Innovation in packaging & Bru Gold- Rs 220 for 100 g Aggressive Campaigns. Bru Coffee Green – Rs 155 for 500 g Bru Exotica Brazil – Rs 375 for 100 g Bru Kilimanjaro – Rs 300 for 50

TOP 5 LARGEST COFFEE PRODUCING STATES IN INDIA 1)Karnataka (2. 33 LAKH Metric Tonne) 2)Kerala (67, 700 Metric Tonne) 3)Tamil Nadu(1785 Metric Tonne) 4)Andhra Pradesh(7425 Metric Tonne) 5)Odisha (550 Metric Tonne)

About Bru belongs to Hindustan Unilever Limited (HUL). It was launched in the year 1968, under the brand of ‘Brook Bond’. Since its introduction as an instant coffee, it has been launched with different varieties such as Bru Cappuccino, Bru Lite, Bru Cold Coffee, Bru Gold, Bru Roast and Ground etc. One of the highly consumed coffee brand in India and a market leader in Southern India.

BRU Coffee is India's largest & favourite coffee brand, offering a range of Indian & international coffee products. MISSION To set and maintain the highest standard of quality To provide perfect delicious coffee products and excellent, reliable services To earn the trust of our customers, employees, partners and our community and to contribute to good development and prosperity To inspire and to connect people VISION To be established and trusted as the perfect coffee business partner To be a leader in innovation, service and quality To be among the most admired and respected companies in our industry To be the leader in our markets

Bru Coffee - Production Process

STP Analysis – Bru Coffee SEGMENTATIO N TARGETING POSITIONING

SEGMENTATION Geographic Segmentation: - Bru is preferred and consumed more in South India. Demographic Segmentation: - • Economic Status – Middle and Upper-Middle Class • Income Level – 2 lacs to 5 lacs p. a. (or the range that falls in above mentioned economic status category) • Gender – Equally consumed by both (Insight : Coffee is the most universally preferred beverage) • Age – 18 to 35 Behavioural Segmentation: - Most coffee lovers don’t like to experiment and switch once they’ve found their perfect flavour.

Targeting The Target Market for Bru coffee is decided on the basis of income levels. Hence, the target market of Bru is – People in the Upper and Middle class. Independent students wanting to make coffee without assistance. Working women who can make coffee instantly for their husbands before leaving for work. Late night workers who need an external stimulant in the form of coffee to help them stay awake.

Positioning Bru coffee has positioned itself as a beverage that invokes a sense of warmth, love, happiness and good spirits between people, especially loved ones. Its famous taglines are – ‘Bru se hothi hai khushiya shuru’ (Happiness begins with Bru) and ‘Ek cup Bru, aur mood bann jaye’ (Just a single cup of Bru for a good mood). Bru’s philosophy is “Livening-up every moment by stimulating conversations. ”

Marketing Mix Of Bru Coffee The marketing mix refers to all of the marketing activities of a business or company. Often referred to as the “Four P’s of Marketing”. Product Price Place Promotion

Product in the Marketing Mix Of Bru Coffee offers several varieties of international and Indian coffee products. Bru undergoes countless coffee trials with samples to serve a rich and fresh cup of aromatic coffee. Bru always believed in innovation and new offerings like several variants Bru Lite, Bru Exotica , Bru Cappuccino , Bru Cold Coffee , Bru Roast & Ground , Bru Instant , Bru Select, etc.

Place in the Marketing Mix Of Bru Coffee : Bru has a network in the global market. Bru has been involved in corporate tie-ups to increase its consumer base. Bru has retail outlets spread all across India like department stores, Supermarkets and its own cafe outlets. Bru opened a chain of cafes in Mumbai as BRU World Cafe that provides a world-class experience for drinking coffee, e

Price in the Marketing Mix Of Bru Coffee : Bru Coffee has always maintained prices low and affordable. Company adopts the competitive pricing policy to tackle the competitors. Bru has launched large and economic packs, medium packs and single-serve packs to try it and later purchase according to necessity and prices.

Promotion in the Marketing Mix Of Bru Coffee : Bru Coffee has a strong brand presence because of aggressive promotional policies, customercentric innovation and regular and periodic product development. Company has been using innovative and beneficial packaging like an aroma-lock package, zipper package and mini packs which makes it attractive & long last use.

Outcomes of Market Strategy Traders 973, 000 complete entries Over 40 percent of traders re-engaged with the campaign 277, 000 traders engaged with the campaign, 98 percent of whom completed the profiling call. Consumers 189, 000 completed entries, 94 percent of whom completed the profiling call Over one million calls made 22 percent of entrants repeated entry 131, 000 new consumer profiles The campaign attracted 188, 000 entries in the first 22 weeks

SWOT analysis of Bru Coffee Strengths Opportunities Strong Brand Name Tie up with offices Advertising is Excellent Distribution and Availability Penetration in the rural market Weakness Underdeveloped Industry Product Line is not deep High Dependence on Raw Materials which are costly Threats Direct & Indirect Competition Problems with Cocoa

Competitors

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