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    BRU

    Uploaded by

    Tushar Tandel
    Bru is the number 1 coffee brand in India owned by Unilever. It offers various coffee products like Bru Gold, Bru Select, Bru Instant, and Bru Exotica. Bru enjoys strong brand recognition and distribution in India. However, it faces competition from other coffee brands and substitutes like tea. While Bru has opportunities to expand in rural India and through corporate tie-ups, it also faces threats from rising health consciousness and coffee outlets. The document discusses Bru's target market segmentation based on geography, demographics, and purchase behavior to aid its marketing strategies.

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    BRU

    Uploaded by

    Tushar Tandel
    456 views27 pages
    Bru is the number 1 coffee brand in India owned by Unilever. It offers various coffee products like Bru Gold, Bru Select, Bru Instant, and Bru Exotica. Bru enjoys strong brand recognition and distribution in India. However, it faces competition from other coffee brands and substitutes like tea. While Bru has opportunities to expand in rural India and through corporate tie-ups, it also faces threats from rising health consciousness and coffee outlets. The document discusses Bru's target market segmentation based on geography, demographics, and purchase behavior to aid its marketing strategies.

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    Bru market research

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    Bru is the number 1 coffee brand in India owned by Unilever. It offers various coffee products like Bru Gold, Bru Select, Bru Instant, and Bru Exotica. Bru enjoys strong brand recognition and distribution in India. However, it faces competition from other coffee brands and substitutes like tea. While Bru has opportunities to expand in rural India and through corporate tie-ups, it also faces threats from rising health consciousness and coffee outlets. The document discusses Bru's target market segmentation based on geography, demographics, and purchase behavior to aid its marketing strategies.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    456 views27 pages

    BRU

    Uploaded by

    Tushar Tandel
    Bru is the number 1 coffee brand in India owned by Unilever. It offers various coffee products like Bru Gold, Bru Select, Bru Instant, and Bru Exotica. Bru enjoys strong brand recognition and distribution in India. However, it faces competition from other coffee brands and substitutes like tea. While Bru has opportunities to expand in rural India and through corporate tie-ups, it also faces threats from rising health consciousness and coffee outlets. The document discusses Bru's target market segmentation based on geography, demographics, and purchase behavior to aid its marketing strategies.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 27
    At a glance
    Powered by AI
    Some of the key takeaways are that Bru is the number 1 coffee brand in India, it enjoys a rich heritage since 1962, and it consistently offers better products through improved packaging and innovative formats.

    The different products offered by Bru are BRU Selec, BRU Roast, BRU Gold, BRU Instant, and BRU Exotica.

    The strengths of Bru according to the SWOT analysis are its strong brand name, excellent advertising and visibility, good product distribution, and variety of products. The weaknesses are lack of understanding of the target market and health conscious people avoiding coffee due to caffeine.

    MARKET

    RESEARCH
    ASSIGNMEN

    About
    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

    HISTORY

    PRODUCTS

    BRU Gold

    BRU Selec

    BRU Instant

    BRU Roast

    BRU Exotica

    BRU Gold

    RU Roast & Ground

    BRU Instant

    BRU Select

    BRU Exotica

    SWOT
    ANALYSIS
    STRENGTHS

    Strong brand name


    Excellent Advertising and visibility
    Good product distribution
    Variety of products

    OPPORTUNIT
    Tie ups with corporates
    IES

    Sachets in rural India

    WEAKNESS
    ES
    Health
    conscious people avoid
    coffee as it contains caffeine.

    THREATS
    Coffee outlets

    Understanding the Target Market


    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.

    Understanding the Target Market


    Geographic Profile : Urban expanses and
    Metropolitan cities. (Insight Bru is preferred
    and consumed more in South India)
    Demographic Profile
    Economic Status Middle and Upper-Middle
    Class
    Income Level 2 lacs to 5 lacs p.a. (or the
    range that falls in above mentioned
    economic status category)
    Gender Equally consumed by both
    (Insight : Coffee is the most universally

    Understanding the Target Market


    Occupation Ranging from independent
    students wanting to prepare coffee on their
    own to working women who can make coffee
    instantly for their husbands before leaving for
    work.
    (Insight Introduction of Instant Coffee
    concept was to save time in the emerging
    workforce environment)
    Family Life Cycle Stage Highest penetration
    for Bru is in Stage 6 of life cycle Family with
    Adolescents

    Understanding the Target Market


    Techno-Savyness Limited knowledge of the
    conventional technique behind brewing and
    preparing coffee (Instant is the order of the
    day)
    Purchase Behavior
    Loyalty - Most coffee lovers dont like to
    experiment and switch once theyve found
    their perfect flavor. Hence, consumer loyalty
    for Bru is on the higher side. However,
    introduction of small sachets (even new
    variants) by competing brands could give

    Understanding the Target Market


    Purchase Behavior (cont.)
    Scale of Purchase Availability of BRU in
    smaller sachets has decreased the scale of
    purchase. Unless a heavy and regular drinker,
    purchase are made in sachet forms than
    glass jars (Light purchase)
    Frequency Bru instant coffee is purchased
    frequently to satisfy the compulsion of
    consumption amongst coffee lover.

    Coffee Story in India


    Previously only a South-Indian drink
    Confined to the Rich Brahmin class
    The drink has now become more of a
    concept
    Image change towards a youthful & trendy
    beverage
    Caf bars have flocked like CCD, Barista, etc
    Became famous and even 5 star hotels
    started cashing on it.

    Coffee VS Tea
    1200000
    1000000
    800000

    COFFEE

    600000

    TEA

    400000
    200000
    0

    2011

    2012

    2013

    2014

    2015

    Coffee VS Tea
    India is predominantly a tea drinking nation
    Coffee consumption doubled between 1995 and
    2000
    Past ten years, per capita consumption of coffee
    in India has increased 40%.
    Growth of coffee beverage category in visibility,
    interest and popularity
    Expansion from the southern states to the
    northeastern states

    Coffee Production In India


    The 6th largest producer of the coffee in the
    world
    Two commercially viable species of coffee
    Arabica & Robusta
    Major States of production Karnataka,
    Kerala and Tamil Nadu
    80% of India's coffee production is bound
    for export purposes, with the main buyers

    India Domestic Consumption

    Per capita consumption of coffee is just 85 grams in


    compare to other countries.

    35% filter coffee

    65% instant coffee

    Approx. 75% of total consumption only in the southern India

    Compet
    ition
    Analysi
    s
    Substit
    ute

    Existin
    g
    compet
    itors

    New
    entran
    t

    Existing
    competitor
    Brands

    Outlets

    Substitutes
    Habit - Tea

    Regional Coffee
    beans

    SeasonalColdrinks

    New Entrant

    Market opportunities
    Segmentation of geography can play an
    important role in a traditional context.
    Cheaper packets for rural areas
    Tie up with corporates

    Problems

    Bru reduced its price to an extend which might


    reduce its profit as well.
    Coffee machines are missing from the market
    Health conscious people avoid coffee

    THANK
    YOU

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