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    Brand Manegement Mkt654: Assignment 3

    Uploaded by

    Karan Trivedi
    This document compares the brands Nescafe and Bru. [1] Nescafe originated in Brazil in the 1930s and was the first instant coffee. It is now owned by Nestle and has over 50% of the Indian instant coffee market share. [2] Bru started in India in 1968 and has nearly 50% of the market. It focuses on premium roasted beans and innovative packaging. [3] Both brands offer convenient instant coffee and have strong marketing but target slightly different segments, with Nescafe having more of a western influence and Bru focusing on family and moments in India.

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    Brand Manegement Mkt654: Assignment 3

    Uploaded by

    Karan Trivedi
    37 views5 pages
    This document compares the brands Nescafe and Bru. [1] Nescafe originated in Brazil in the 1930s and was the first instant coffee. It is now owned by Nestle and has over 50% of the Indian instant coffee market share. [2] Bru started in India in 1968 and has nearly 50% of the market. It focuses on premium roasted beans and innovative packaging. [3] Both brands offer convenient instant coffee and have strong marketing but target slightly different segments, with Nescafe having more of a western influence and Bru focusing on family and moments in India.

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    Brand management

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    This document compares the brands Nescafe and Bru. [1] Nescafe originated in Brazil in the 1930s and was the first instant coffee. It is now owned by Nestle and has over 50% of the Indian instant coffee market share. [2] Bru started in India in 1968 and has nearly 50% of the market. It focuses on premium roasted beans and innovative packaging. [3] Both brands offer convenient instant coffee and have strong marketing but target slightly different segments, with Nescafe having more of a western influence and Bru focusing on family and moments in India.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    37 views5 pages

    Brand Manegement Mkt654: Assignment 3

    Uploaded by

    Karan Trivedi
    This document compares the brands Nescafe and Bru. [1] Nescafe originated in Brazil in the 1930s and was the first instant coffee. It is now owned by Nestle and has over 50% of the Indian instant coffee market share. [2] Bru started in India in 1968 and has nearly 50% of the market. It focuses on premium roasted beans and innovative packaging. [3] Both brands offer convenient instant coffee and have strong marketing but target slightly different segments, with Nescafe having more of a western influence and Bru focusing on family and moments in India.

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    BRAND MANEGEMENT MKT654

    Assignment 3

    Brand Analysis

    Nescafe and Bru

    Submitted by:

    Karan Trivedi AU1814018

    Submitted to:

    Prof. Jinal Parikh

    Date: 16-06-2020

    1|Page
    NESCAFE
    Nescafe is a brand of instant coffee made by Nestle It comes in many different product forms. The
    name is a portmanteau of the words “Nestle” and “cafe”.

    Origin and History

    As an early example of innovation and sustainable development, Nescafe coffee was originated in
    Brazil in the 1930s. Nestle was an expert in milk processing and so they developed soluble coffee
    which would help thousands of Brazilian farmers in avoiding hardship and crap waste. A quality cup
    of coffee was then made by just adding boiled water. The first Nescafe coffee was launched in
    Switzerland in 1938 and then it was exported to different countries like France, USA, etc. Nescafe
    Classic, their first coffee product was also signature product of the company.

    Nestle S. A, the largest food company in the world measured by revenues, is a Swiss
    multinational food and beverage company headquartered in Vevey, Switzerland. Back in 1866, the
    first European condensed milk factory was opened in Cham, Switzerland, by the Anglo-Swiss
    Condensed Milk Company. The founder Henri Nestle, a German pharmacist, launched his Farine
    lactee, a combination of cow’s milk, wheat flour and sugar, saving the life of a neighbour’s child In
    Vevey, Switzerland. The Anglo-Swiss Condensed Milk Company, founded by Americans Charles
    and George Page, merged with Nestle after a couple of decades as fierce competitors to form the
    Nestle and Anglo-Swiss Milk Company in 1905. The Nestle company soon expanded into chocolate
    and other food products, but it wasn’t until 1930 that they put their expertise into coffee.

    Points of Parity: -

    • Quality ingredients
    • Similar diversity in product lines
    • Convenient, easy and quick to prepare
    • Affordable and easily available from all place.

    Points of Difference: -

    • Internationally recognized with a western influence


    • Healthier coffee
    • Focus on engaging the user experience by bringing people together and creating a sense of
    well-being.

    Brand mantra

    Functional Modifier: Descriptive Modifier: Emotional Modifier:


    Brewing refreshment Medium dark roast Bringing people together
    https://zeynepguven.wordpress.com/executive-summary/company-history/

    http://adkrieg.blogspot.com/2015/09/nescafe-vs-bru.html

    2|Page
    BRU
    Origin and History

    Started in 1968, Bru has introduced various flavours to the Indian customers over the past years which
    involve innumerable coffee trails and testing. It came into existence under brand name deluxe Green
    Label and it is Unilever’s only Coffee Brand. It believes in consistently providing better and newer
    products to the consumer through improved packaging solutions and innovative product formats. Bru
    is a leading coffee brand in India and is known for its traditional and international taste of flavours.
    Its coffee is extremely premium, strong and always delivers the best coffee to its consumers. Bru
    coffee is in powder form and that is one of its biggest USP. It has mainly focused on the special bond
    which we share with our loved ones. The company does many coffee trials before launching it to the
    final consumer so that each cup is fresh and full of aroma. This coffee has many variants; some of
    them are as follows:

    • Bru Lite- Introduced in the year 2011 it is light-tasting and has classic-mocha flavour
    • Bru Exotica- It is a premium-freeze-dried-coffee
    • Bru Cappuccino- Hard flavour for actual coffee lovers
    • Bru Gold – Is purely granulated with superior taste and uplifting aroma
    Points of Parity

    • Premium worldwide coffee


    • Wide range of beverages
    • Prepared using authentic traditional methods

    Points of Differences

    • Mediterranean style décor and ambience


    • Range of exotic south indian coffee
    • Innovation in packaging
    • Aggressive campaigns

    Brand mantra

    Functional Modifier: Descriptive Modifier: Emotional Modifier:

    Bringing energy Roasted beans in powdered Unique taglines like: Making


    form Moments Lite, happiness
    starts from Bru, etc
    https://www.slideshare.net/102brandstrategy/bru-brand-extention

    3|Page
    Points of differences: Nescafe and Bru
    Particulars Nescafe Bru
    Category Beverages Coffee
    USP 100% instant coffee India’s largest coffee brand
    Positioning 100% pure coffee made from Coffee that makes special
    finest coffee beans moments of genuine warmth
    and happiness
    Packaging Nescafe has stuck to its glass Bru has innovated in the
    for packaging purpose packaging of its instant coffee
    by introducing the powder in
    clip-lock packets. It also
    introduced air tight plastic
    container which carried a
    packet of instant coffee
    powder.

    Points of parity: Nescafe and Bru


    Particulars Nescafe Bru
    Segment People looking to make coffee People looking to make coffee
    instantly instantly
    Target group All the people in upper and All the people in upper and
    middle class middle class
    Preparation Convenient, quick and easy Convenient, quick and easy
    Type Instant coffee Instant coffee
    Strength Strong brand name, excellent Strong brand name, excellent
    advertising, well organized advertising, well organized
    product distribution product distribution
    Opportunity Tie ups with corporates Tie ups with corporates
    Threat Health conscious people who Health conscious people who
    avoid coffee avoid coffee

    https://www.slideshare.net/pprinceggupta/nescafe-vs-bru

    4|Page
    Brand Equity

    Nescafe
    At present, holds around 51% of market share in instant coffee segment

    https://www.slideshare.net/SanamChowdhry/nescafe-16966344

    Bru
    At present, holds around 49-50% of market share in instant coffee segment

    Bru, before becoming a family brand positioned itself as coffee just like filter coffee. But, after
    elevation of its master brand, it positioned itself on Happiness.

    Much of the success of Bru can be attributed to following factors: -

    • Innovation in new products


    • Innovation in packaging
    • Aggressive campaigns

    https://markmity.wordpress.com/2012/08/09/bru-happiness-begins-with-bru-marketing-strategy/

    5|Page

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