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Sip Your Favourite Coffees in HULs Latest Espresso Chain

BRU-AN INTRODUCTION
(BRU SE HOTI HAIN KHUSHIYAAN SHURU )

In the year 1968, Brooke Bond India creates the branded roast and ground coffee segment launching Deluxe Green Label. 1968 gave birth to the first instant coffee chicory mix under the brand name Bru.

KEY FACTS (Strengths)

Number 1 Coffee brand in India Unilever's only Coffee brand Enjoys a rich heritage, came into existence in 1962 under

the brand name Deluxe Green Label

Consistently offering better and newer products to the

consumer through improved packaging solutions and

innovative product formats
Enjoys a strong presence at various out of home locations

Segment Target Group Positioning

STP People looking to make coffee instantly All people in the upper and middle class

Coffee that makes special moments of genuine warmth and happiness

Strength Weakness Opportunity Threats

SWOT Analysis 1. Strong brand name 2.Excellent advertising and visibility 3.Good product distribution and availability 4.Lots of flavours and varieties available 1.Contains caffeine( Health consciousness)
1. Tie-ups with corporates 2.Cheaper packets for rural areas 1.Health conscious people avoiding coffee

OPPORTUNITIES
Coffee consumption is fuelled in India by rise in

conversations over coffee trend. Coffee has emerged as the most happening beverage category, estimated to be around 1000Crs Valued at around US$185 million, the organized caf market in India is estimated to be growing at a compound annual rate of 25%.

Contd.
The growth of cafs has been triggered by rising youth

spending, paucity of alternative hang-outs and an increasing number of new office complexes and colleges.
The market has the potential to touch US$800 million to

US$900 million with a total of 5,000 cafs by 2015.

Size and opportunity of the coffee caf segment, BRU

became the natural choice for leveraging this opportunity

THREATS
Players from Barista Coffee Co. to Cafe Coffee

Day are opening outlets practically every weekend.

Entry of new players like Caf Mocha and Gloria

Jeans in the premium category.

The Indian market is just starting to heat up

with international players like Starbucks and Dunkin Donuts announcing their entry here.

SEGMENTATION
SEC A and A+ people (men and women) Age 25-35 years

A progressive audience on the move, who is

looking for a unique experience while enjoying their favourite cup of coffee.

POSITIONING
BRU World Caf is a travelers and coffee

connoisseurs haven. It provides a relaxed atmosphere with great coffee and vast menu offerings. On entering BRU World Caf, you leave the hustle-bustle of the city behind. The interior is contemporary and bright, almost Mediterranean in its look and feel. It is a place for telling, sharing and creating your own personal story.

SOLUTION
o o

Reviewing Marketing mix Should open the cafes in malls Should also open their cafes in non-south regions Should advertise themselves by magazines Can also organize some events in various colleges to attract youth Events in corporate Advertisements on Social networking sites Products can vary from region to region

Coupon system

CONCLUSION
o

Product, place, Promotions and price are important for increasing footfalls In this case, Promotions and product elementsof marketing mix should get more concern