Professional Documents
Culture Documents
the beverage industry. they were somewhat successful.as a student of marketing identify
what communication challenges did BRU faced. they have used innovative media vehicle
for making the target group. why they have choosen those vehicles and what else could be
used for making or improving the campaign.
Answer-Firstly I would like to introduce about the overall industry overview and HULs product
BRU instant coffee.
Overview of industry
The span of the Indian sustenance transforming industry is around $ 65.6 billion, including $20.6
billion of worth included items. The wellbeing refreshment industry is esteemed at $230 million.
the Indian drink industry confronts over supply in fragments like coffee and tea. Indian hot drink
business is a tea overwhelming business. The aggregate soda (carbonated refreshments and
juices) business sector is assessed at 284 million containers a year or $1 billion. The business is
very regular in nature with utilization fluctuating from 25 million cases for every month amid
crest season to 15 million amid offseason. The business is prevalently urban with 25 for every
penny commitment from country regions. Mineral water advertise in India is a 65 million
containers ($50 million) industry.
Bru before becoming the family brand was positioned as a coffee that tasted just like filter
coffee. But after the elevation to master brand, Bru took the positioning around happiness. Bru
was synonymous for instant coffee and had an astounding 21% market share in the first year of
launch itself. All these years, the brand has been fighting for the numero uno position with Nestle
whose iconic Nescafe brand was the market leader. But in 2008, the brand pushed Nescafe to the
second position.
Much of the success of Bru can be attributed to following factors:
Innovation in packaging
Aggressive campaigns
(source-http://2.bp.blogspot.com)
Nestle lost out because of lethargy. The company failed to consistently invest in its Nescafe
brand. I do not seeing any memorable campaigns from Nescafe in recent past. This has cost the
brand dearly. HUL's marketing acumen is vivid in the rise of Bru as the market leader. It has
never stopped innovating for this new brand.
Bru was able to give new offerings to customers on a regular basis. One of the recent successful
new products was the cappuccino packs. The new flavor gave the brand a new thrust in the
market. The new flavors even prompted hardcore tea lovers like me to try out these flavors. The
best part was that this cappuccino was available in single serve sachets which prompted
consumers to test the flavors.
Another innovation was the cold coffee. Bru launched the cold coffee variants which again
captured the attention of the consumers. These thrusts in new product development and roll out
are visible when one visits a super market. The coffee section is full of various flavors and packs
of Bru which itself creates a positive vibration for the brand. Another factor which made Bru
successful was the campaigns. The brand is famous for two campaigns. One featuring Amritha
Rao was a big hit. The theme revolves around the shy girl wanting to introduce her boyfriend
Sagar to her father.
Another campaign which was highly popular was the 'little cup' ad. The ad shows the wife
announcing the good news through a symbolic ' little cup'.
Bru is positioned on the theme of happiness. The brand has the tagline Happiness begins with
Bru ". The positioning and communication has been consistent with the brand's promise of kick
starting one's day with a Bru. These slice of life ads put Bru in a growth orbit. Consumers started
loving the brand for its innovation and campaigns. For the Bru Cappuccino, it had roped in the
Bollywood Director Karan Johar to endorse the brand.
Another critical factor that aided Bru's success was the innovation in packaging. The brand made
the entry barrier low by launching small affordable SKUs. There are single serve and large packs
at different price points making the brand affordable .The brand although is positioned as an
aspirational brand is priced affordable thus making it a perfect example of a Masstige brand.
Recently the brand has yet again come out with a customer centric innovation in the form of a
flavor lock. Most of the customers worry about losing the flavor of coffee powder once the pack
is cut open. The flavor lock is a plastic clip which will lock the flavor from escaping. More than
actually locking the flavor, the lock gives a psychological belief that the flavors will not the lost.
This little plastic lock also gives more convenience to the home maker. Typically when buying
powders in packs, home makers have to transfer the powder to a container to preserve it for long.
This lock effectively eliminates the need for such a container. Bru is a brand which has reached
the commanding position following methodologically all the critical elements for marketing
success : customer centric innovation, aggression and new product development.
Dispersed market
But HUL is ready to splurge on its coffee brand considering Bru has recorded a 26 per cent
growth, according to Nielsen. Commodity prices are at their peak for coffee but we will not stop
investing in and building our brand, says Srinivas.
which are connected though collaterals, packaging, giveaways, installations, point of sales
interaction, and television shows.
Results
In overabundance of 1.3 million family units were touched base at through this battle in Andhra
Pradesh and Karnataka. The use of development helped the workplace to pass on systematized
yet adjusted message at each doorstep. The creative medium ensured high interest regard, vitality
and survey.
References
1.http://www.thehindubusinessline.com/features/brandline/bruing-a-premiummarket/article2473379.ece
2.http://marketingpractice.blogspot.in/2008/11/bru-happiness-begins-with-bru.html