Marketing Management - Bru Fit (Project)

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a project in Marketing Management on a dummy product (Bru Fit), conceptualizing the marketing plan for the same.

Marketing Management - Bru Fit (Project)

  1. 1. Guess What? Coffee Is Health Now….
  2. 2. Bru Fit Bru Fit – Be Fit “Coffee Not Just Happiness Anymore”  Bru is a powerful established brand from HUL's stable  Pioneered the instant coffee category in Indian market in 1969  Current Market leader in instant coffee segment with a market share of 51.1 % (Nielson)  Positioned on the theme of happiness - " Happiness begins with Bru"
  3. 3. Introduction – The Product Available as an instant cappuccino premix powder, provides cappuccino lovers with a healthier alternative High on protein, carb & fibers; low on fat & caffeine Ready to drink in 5 seconds just by adding 200 ml water; anytime, anywhere Categories – Hot & Cold Cappuccino Unlike competing services, by Nestle, Bru-Fit Offers a healthy & low-Caffeine cappuccino
  4. 4. Beverages Tea Coffee Instant Bru Instant Coffee Instant Coffee Exotica Expresso Cappuccino Hot Cold Bru-Fit Beans Product Position – Bru Portfolio
  5. 5. 8/5/2013 5 The Problem/Opportunity  The need for functional food products:-  Obesity – Epidemic Proportions;5% Of Population  Awareness – Desire to maintain a healthy lifestyle(Urban)  Economy – Exceptional growth in the Indian economy  Coffee Consumption Trends – 90gms/capita, 18% of population, Daily Consumption At Home  Current Cappuccino Offerings  Nescafe Cappuccino - Do not provide Healthy Cappuccino  Cafes – Do not provide Healthy Cappuccino, Expensive  Canned Cappuccino – Not Easy To Carry, Not Healthy, Perishable
  6. 6. 8/5/2013 6 The Solution  Bru-Fit is the solution to all the problems mentioned earlier  Bru-Fit - A Refreshing , Healthy, Instant & Economical Cappuccino  Ideal for regular coffee consumers & individuals on a diet regime  Bru-Fit Offers To You:-  Instant Cappuccino  High On Nutrition & Low On Fat  Serves as a meal for a strict diet  Only add water  Most Economical Cappuccino
  7. 7. Sr.No Features Benefits 1 Health  Fat Content – 6.5g 1. Saturated Fat -0.5g 2. Trans Fats – 0g 3. Polyunsaturated Fat – 4.5g 4. Monounsaturated Fat -1.5g  Cholesterol – 0.03g  Dietary Fiber – 1.05g  Total Carbohydrate-80g  Protein Content -12g  Caffeine Content – 0.02g 2 Convenience On the go, easy to prepare and carry. 3 Instant Ready to make beverage in 5 seconds. 4 Appearance The Aroma, the creamy taste and the froth at the top 5 Price Cheaper than a Cappuccino from any coffee shop FEATURE - BENEFIT TABLE
  8. 8. Understanding The Consumer
  9. 9. Buying Process Purchase Process Strategy Adoption Product Knowledge Awareness Interest Trial Evaluation Bundle Of Benefit Value Satisfaction Bundle Of Attribute Price Health Instant Activates Senses Nutrition Low Fat Relax Personal Satisfaction Fitness DM
  10. 10. Market Segmentation – Variables & BreakdownsDemographic 1. Age - 14+ yrs old 2. Gender - M/F 3. Education - Class 10 & above 4. Occupation - Student / White Collar, Working Professionals 5. Income - Disposable Income 5,000 6. Generation - YUPPIE & PUPPIE, & GEN Y Psychographic 1. Perception - Fitness & Health Conscious 2. Learning - WOM, TVC, Internet, Friends & Family 3. Motivation & Needs - Looking for a healthy way to enjoy coffee 4. Attitude & Personality - Stressed, Self-Conscious, Confident 5. Lifestyle - Independent, Healthy, Responsible. Behavioural 1. Usage - Frequent 2. Usage Situation - home Outing 3. Loyalty Status - None, Medium or Strong 4. Readiness Stage - Unaware, Aware 5. Usage Status - Non User / Regular User Geographic 1. Region - All India / Nationwide 2. Density - Urban & Upper Tier - 2 Cities 3. Climate - All Year Long
  11. 11. Competition Analysis
  12. 12. Brand PRODUCT PRICE(In Rupees) QUANTITY( in ml) HEALTH INSTANT BRU Fit Health Cappuccino 15 200 1.Saturated Fat -0.5g 2.Fiber – 1.05g 3.Protein- 12g 4.Polyunsaturated Fat –4.5g 5.Monounsaturated - 1.5g Immediate Nescafe Cappuccino Cappuccino 15 145 1.Saturated Fat-1.1g 2.Fiber -0.7g 3.Protein-1.7g 4.Polyunsaturated Fat – 0g 5.Monounsaturated fat – 0g Immediate Coffee Shops (Indirect competitors) Cappuccino 67 150 ml 1.Saturated Fat-2g 2.Fiber-0.5g 3.Protein-1.7g 4.Polyunsaturated Fat – 0g 5.Monounsaturated fat – 0g Physically go to consume COMPETITIVE ANALYSIS
  13. 13. Summary 0 2 4 6 8 10 12 14 16 18 20 BRU FIT Nescafe Cappuccino Café's Price Quantity Nutrition Fat
  14. 14. 0 2 4 6 8 10 12 14 16 0 5 10 15 20 25 30 AVERAGE ONE MEAL NUTRITION CONTENTBRU Fit Nutrition Content –One Serving
  15. 15. Promotion
  16. 16. STRATEGY Channel Message Content Message Source Cost Location Advertising 1. Print and broadcast ads 2. Poster and leaflets 3. Billboards 4. Video Rational Appeal Celebrity Endorsement 1.5 Crore 1. Popular Television Shows 2. College and university 3. Youtube Sales Promotion 1. Sampling 2. Premiums and gifts Rational Appeal Celebrity Endorsement 50 lacs 1. College 2. Gyms 3. Retail stores 4. Bru Café World Public relations 1. Press kits 2. Sponsorships Rational Appeal Celebrity Endorsement / Doctor’s Testimony 20 lacs NA Direct Marketing 1. E-mail 2. Telemarketing 3. Mobile Marketing 4. Social Networking Rational Appeal Celebrity Endorsement / Doctor’s Testimony 15 lacs 1. Mobile Phones 2. Facebook 3. Twitter
  17. 17. Print Media Banners, Bill-Boards, Newspaper Advertisements Packaging - Outer
  18. 18. Commercial
  19. 19. Place
  20. 20. PLACE Reason Target Kirana Stores 1. Already established BRU –HUL distribution channel 2. Higher Reach Entire Neighborhood population Retail Stores 1. Better sales volumes ,discounted pricing, promotional offers, better impulse buying Middle class and upper middle class GYM / Fitness Centers and Clubs 1. Reaching out to fitness enthusiasts Fitness enthusiasts and health conscious individuals Corporates and media house 1. Higher frequency of drinking coffee , already established portfolio, publicity, low cost 2. Conversion into Repeat customers Frequent coffee drinkers Conversion into Repeat customers Bru Café World 1. Owned Café Shops Regular Cappuccino Drinkers
  21. 21. Price
  22. 22. Pricing Pricing Cost of Product to the company 8.92 Rs Company Profit 2.11 Rs Distributor’s Margin( 0.4%) 0.6 Rs Retailer’s Margin ( 10%) 1.5 Rs VAT (12.5%) 1.875 Rs MRP Rs. 15 MRP (Sold In 24g Packs) Cost of product In Rs Cost of Raw material 6.54 Packaging cost 0.10 Conversion Expense( 5%of raw material +packaging cost) 0.33 Operating Expenses 0.17 Selling and Distribution charges ( 25% of above cost) 1.78 Total ( Cost to the company) 8.92
  23. 23. P&L Statement
  24. 24. Thank You Drink Bru Fit To Be Fit Doc, What is Bru-Fit?? Arrrgh..!! This is Why Your Here
  25. 25. Photo Montage

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