Presentation on the 'Essence of Marketing' on Bru Coffee brand. Presentation was done for the module of 'Brand Management'

1. Once Upon A Successful Brand
• Batch – 2014
• Name – Sheikh Rehmatullah
• Course Name – Brand Management
• Roll No. – 720

2. Choice of Brand (in Instant Coffee)

3. Brewing Rivalry

4. BRU Instant Coffee
• BRU belongs to Hindustan Unilever
• 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

5. • It is an astonishing 800 - crore instant coffee segment in India
• From instant and conventional coffees to a variety of
premixes, the rich aroma and exotic flavours of Bru coffees
have made it India‟s number one coffee brand.
• Bru‟s market share as up to end of 2011 – 50.2% against
Nescafe‟s 49.2%. Growth rate is projected to be 25.6% p.a.
• Bru has established its own coffee-shop chain in Mumbai (Bru
World Café‟)

7. Understanding the Target Market
• One of the best advantages of marketing Coffee is its universal
appeal. This fact has also been utilized and acknowledged by
Starbucks coffee chain.
• However, segmentation of geography can play an important
role in a traditional context wherein Coffee is extensively
consumed in the South India as opposed to the North
irrespective of the favorable weather condition.
• The segment for Bru Coffee is people looking to make coffee
instantly.

8. Understanding the Target Market
 Geographic Profile : Urban expanses and Metropolitan cities.
(Insight – Bru is preferred and consumed more in South India)
 Demographic Profile
• 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

9. Understanding the Target Market
• Occupation – Ranging from independent students wanting to
prepare coffee on their own to working women who can make
coffee instantly for their husbands before leaving for work.
• (Insight – Introduction of „Instant Coffee‟ concept was to save
time in the emerging workforce environment)
• Family Life Cycle Stage – Highest penetration for Bru is in
Stage 6 of life cycle – Family with Adolescents
 Psychographic Profile – Image projection of being proactive,
while at the same time spending some happy and quality time
with (special) people over coffee.

10. Understanding the Target Market
 Techno-Savyness – Limited knowledge of the conventional
technique behind brewing and preparing coffee („Instant‟ is the
order of the day)
 Purchase Behaviour
• Loyalty - Most coffee lovers don‟t like to experiment and
switch once they‟ve found their perfect flavour. Hence,
consumer loyalty for Bru is on the higher side. However,
introduction of small sachets (even new variants) by
competing brands could give rise to more frequent switch to
Nescafe‟

11. Understanding the Target Market
 Purchase Behaviour (cont.)
• Scale of Purchase – Availability of BRU in smaller sachets
has decreased the scale of purchase. Unless a heavy and
regular drinker, purchase are made in sachet forms than glass
jars (Light purchase)
• Frequency – Bru instant coffee is purchased frequently to
satisfy the compulsion of consumption amongst coffee lover.

12. The Market Shares
Data available as of September Quarter of Financial Year 2011
51.1% 48%

13. The Market Shares
Financial Express, 2011

14. BRU – Satisfying Wants
 Functional Wants – An invigorating beverage prepared
instantly. Special and innovative „clip-lock‟ packaging to
prevent coffee powder from hardening. (Refer image)
 Value – Economic consumption through 1 Re. for one cup
sachet
 Self Image – Happiness, Celebrating moments with BRU,
“Bru se hoti hai khushiya shuru”
 Availability – Kirana Shops to Departmental stores in Malls.
Adequately stocked too. Bru World Café in Mumbai –
Developing a BRU coffee culture through branded coffee
chain.

15. BRU – Satisfying Wants
 Risk Avoidance – Availability of economic sachets avoids the
risk of having to discard the product on a larger scale if
expectation is not met. Hence there is no risk of high loss of
value.
Satisfying Functional Want – The innovate
‘clip-lock’ packaging for BRU’s instant
coffee powder.

16. BRU & Nescafe’ – Points of Differences
 Packaging – BRU has innovated in the packaging of its
instant coffee by introducing the powder in „clip-lock‟ packets.
It also introduced an air-tight plastic container which carried a
packet of instant coffee powder. Nescafe‟ on the other hand
has by and large has stuck to its glass jar for packaging
purposes.
 USP – Nestle – 100% pure instant coffee
BRU - No.1 coffee brand in India
 Flavours – One of BRU‟s more recent variant in instant coffee
is „BRU Lite‟ – specially introduced with a classic Mocha
flavour for those who dislike coffee because of its bitter taste.
This gives BRU an advantage over Nescafe‟ which has largely
stuck to its traditional flavour.

17. Influence of Pricing
Though Nescafe‟ is priced a tad bit higher than BRU, it does not
necessarily provide BRU a differential advantage. This is because
coffee enjoys inelastic demand in the market. Slight change in
price does not affect the consumption patterns.
Moreoever, because the TG is the middle and upper middle class,
a slightly lower price does little to change the brand preference of
the Target Market.

18. Advertising and IMC – Who is BRU?
Projected Brand Personality – Messenger of a Happy News

19. Projected Brand Personality – Mood enhancer and catalyst
for stimulating conversations

20. Meanwhile…
Nescafe’ Projected Brand Personality – Dependable –
Always a part of the better plan

21. Branding Through Online Conversations
Being a ‘Coffee Educator’

22. Revitalizing Brand Personality
Rising stars of Bollywood have been roped in as endorsers. BRU is
infusing some youth in its own personality.

23. BRU’s Takiyakalam
• Its famous taglines are – “Bru se hothi hai khushiya shuru”
(Happiness begins with BRU)
- “Ek cup BRU, aur mood bann jaye” (Just a single cup of BRU
for a good mood)

24. Thank You
and Happy Coffeeing!