Bru World Café is proposing a marketing campaign called "Discover World Coffee" to increase foot traffic and strengthen brand differentiation. The campaign will use coffee and world cultures in communications to appeal to well-traveled, educated customers. Tactics include a travelogue, coffee cupping events, advertising in print, OOH, movies and online. Promotions include competitions, discounts with bookstores and galleries. ROI is estimated at 6 times the marketing investment.

1. Bru world Café –Marketing Strategy
Submitted by:
Team ‘SOCH’
(Sasikiran, Satyaprem, Sharad)
MICA

2. Marketing Objective
Increase in footfalls across current BWC outlets
Strengthen the BWC differentiation

3. Current Market Scenario
Positioning:
A modern day
adda(hangout)
TG : 15+, college
Students,professional
Facts: Blanket
Strategy. Recently
launched Lounge for
Up market customers
Positioning:
Premium Italian Café
TG: 20+, Coffee
lovers, Professionals
Facts : Italian
café,Self Service,
premium price
Positioning:
Upper end of the
Premium Café
TG: 25+ ,
Professionals
Facts: Sources its own
beans, Premium price
Positioning:
Coffee and
Conversations
TG: 25+,
Professionals, the
artsy types
Facts : Personalized
and customized
service, Hookah’s,
Laid back ambience
For a retail café chain to be successful , a very clear and relevant
differentiation in positioning is the key

4. BRU World café is a travelers and coffee
connoisseur's delightful haven
• Message
A campaign called “Discover World Coffee”
Using the world coffee and the cultures
associated with it in all forms of
communication to appeal to the TG who are
well read and well travelled
• Communication strategy

6. Campaign Collateral - Idea
• Creating a visually appealing and aesthetic campaign
collateral in the form of a travelogue – The World Coffee
Travelogue is about
– Coffees and café’s all over the world
– The cultures of these areas. For e.g. Brazilian culture:
Brazilian coffee’s origin , the plantations and the way
of life of the coffee growers
• We would create two versions(low cost, high cost) of the
same which would be used appropriately distributed.

7. Who am I?
Sameer
32 years old
Married
Advertising Executive
What occupies
my mind?
What am I
passionate about?
Travel
Cultures
Coffee
My suits
My friends
Tours/Travel
Work
Movies
Books
Good food/Café/
Restaurants
Weekend hangout plans
Profile
Consumer

8. Integrated Marketing
Communication Mix
Advertising

9. Sameer wakes up & reads Newspaper

10. Advertising – Print
• Advertising in the
TOI CREST which has a
readership of 1.1 Lakh in
Mumbai
• There would be minimum
spillover if advertised in
this ‘only Saturday’ tabloid
• Brands Like Audi,
Volkswagen have
extensively advertised in
Crest

11. Sameer is Travelling
Sameer is Watching TV

12. Public Relations – Coffee
Cupping
An exclusive Coffee Cupping session for coffee lovers where in
Coffee experts from Mumbai gather at one of the outlets and food
bloggers from Mumbai would be called
– Shahid and Priyanka Chopra: Brand ambassadors for BRU Coffee
could be invited
PR Event – Media Coverage
on TV, Print etc

13. Sameer goes for Shopping & Parks his Car

14. Non Conventional channel
Buzz Marketing
• The idea is to stick
parking penalty receipts
on parked cars.
• To generate Curiosity &
Create Buzz
The idea is demonstrated in the video*

15. Sameer – Movie Time !!!

16. Advertising & Buzz Marketing:
Multiplexes
Displaying slides in the
multiplexes in the vicinity of
BWC encouraging viewers to try
out BWC.
• Gifts From BWC would be placed
under the seats on three days of
the Week.
• Winner Announcement- Interval

17. Sameer watching Movie
Sameer Outside Movie Theater

18. Advertising - OOH
One Big Helium balloon
(Coffee Cup Shape) above
BWC
On Road - Sign
Boards

19. Sameer in a Book Store

20. Sales Promotion – In Book Stores
• A Tie- Up with one retail
book store which will
display our ‘World Coffee
Travelogue’
• Their Expectations:
Book store would display
our branding material (logo)
and we would order books
for the new BWC’s from
them
• A travelogue(WC) would
be given to each customer
who has brought a ‘travel
‘related book

21. Sameer Visiting Art
Gallery

22. Sales Promotion – In Art Gallery
Experiential Marketing:
– Serving coffee to visitors at Jahangir Art Gallery at art
exhibitions spanning 3 months
– To let people experience the coffee so they develop a taste

23. Sameer In Office

24. Direct Marketing - Corporates
Direct Marketing:
• Have separate promotions for corporate people n the vicinity
of BWC’s for having Business meetings at BWC.
• This would involve pitching to corporate which would help in
increasing the footfalls

25. Sameer Surfing Internet

26. Advertising – Internet Marketing
• Website:
– A trendy website which has all the info about the Menu and a
community page where BWC loyals can hang out with apps to link with
Facebook and twitter.
• Social Media:
– The existing Facebook page would be updated with apps and a
competition would be held to engage the TG.
– Facebook ads to get traffic page to the page
– Would act as a virtual BWC where people who share travel/coffee
experiences.
– A twitter page where people can tweet witty one liners about coffee
• Online-Offline Integration:
– The competition would encourage footfalls as the online competition
would result in tangible results at the café

27. Advertising – Internet Marketing
A competition where participants can
upload their travel pics on the BWC
fb page
On every weekend the best picture
would be framed and put on the wall
and the winner would win BWC gift
vouchers
Coffee lovers and Travelers would be
engaged.
Discussions on coffee, culture and travel
would be encouraged
Competitions would be held on a regular
basis

28. Sameer Going on a Vacation

29. Advertising – Tour Operators
Tie Up with One Famous Tour
Operator:
Our Expectations:
- Advertising Both Online &
Offline ( BWC Calendars &
World Coffee Travelogue )
- Mention of Online
Facebook Photography
Contest on tickets at back.
( Share Your Travel Pictures
on FB – BWC and Win !!!)
Their Expectations:
- Making them our Travel
Partners
- Helping them in Branding.

30. Sameer is Travelling

31. Sales Promotion – In Airlines
This would be placed in airlines
along with the in-house flight
magazine
A special coupon would be
printed at the back of the
boarding pass

32. Timeline of the Marketing Campaign

33. Return On Marketing Investment
ROMI – Return On Marketing
Investment

34. Return On Marketing Investment
Return on Marketing Investment (ROMI) is calculated on the
basis of
– Size of Bill (Taken as 200 Rs after Doing Competitive
analysis in Mumbai)
– Expected Reach of Promotional Campaign
– Conversion Rate (The Percentage of People who will
visit Café after they are exposed to the Campaign)
– Certainty of Campaign
Reference: ROMI by Guy Powell

35. Return On Marketing Investment- Detailed

36. Conclusion
According to our Budget estimates, if this marketing plan
is executed we will gain 6 times the Marketing
Investment as Revenue.
Hence we will be able to achieve our marketing
objective:
– Increase in the footfalls across current BWC outlets.
– Strengthen BWC differentiation