about how to market your product in rural areas.

1. Nagindas Khandwala College
• Topic: Segmentation , Targeting,
Positioning.
• Roll No.: 336
• Profersor: Dr. RUPALI JAIN

2. Understanding STP
• (Market) Segmentation - Segmentation of markets into
homogenous groups of customers, each of them reacting
differently to promotion, communication, pricing and other
variables of the marketing mix.
• Target (Market) - Market segment to which a particular
good or service is marketed.
• Positioning - Positioning is a platform for the brand. It
facilitates the brand to get through to the mind of the target
consumer.

3. Choice of FMCG

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. Segmentation
• 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.

7. Target Market
• 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
• For people to switch from traditional coffee to instant coffee,
it’s important to ensure that the consumers are able to afford
the extra price. Moreover, these are the people who are
willing to shell a few more Rupees to save time and effort.

8. The 3 new flavours in the form of Bru Exotica

9. • The Target Market for Bru coffee can further be narrowed
down to –
- 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

10. Bru increased its foothold in the market with the introduction of beneficial and
innovative packaging. Such packaging locked aroma and flavour, thus preserving
the instant coffee for longer.

11. 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.”

12. Celebrities Priyanka Chopra and Shahid Kapur in a Bru Ad. Which shows the positioning
as catalyst of romance and love.

13. Recap
• Segmentation – Coffee drinkers seeking for instant
preparation
• Targeting – Upper and Middle Class
• Positioning – Sharing warmth, love and care through
coffee