BRU WORLD CAF

Discover the World a cup at a time

Group Members SUSHMA MENDON MITESH ACHARYA MANUJ AGARWAL ADITYA GOTHANKAR GANESH KAPADE MANAS MUKHERJEE

BRU: Some Interesting features

BRU was the first brand to go National with a variety of Offerings. Indias largest coffee brand in terms of volume. Unilever's only Coffee brand and Indias Number 1 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 especially in South.

Reasons for Rising Cofee Consumption in India

A key trend, which has fuelled coffee consumption in India is rise in conversations over coffee. 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.

 BRU plays across the coffee category definition becoming a complete in-home and out-of-home coffee brand and also proactively drives coffee experience with direct consumer engagement. This is also an approach for the brand to contemporarise and premiumize by driving imagery through a futuristic segment.

Value Driver
Another important value driver identified for the category is, bringing out of home experiences in-home. Cafes will provide a unique space and an exclusive retail channel to drive this opportunity

Positioning
Coffee that makes special moments of genuine warmth and happiness

Segmentation of BRU CAFE

BRU CAFE

Travellers

15-24 SEC A

25-34 SEC B

35-46 SEC C

>46 years

POD, POP and POE

Points of Parity Points of Differentaition Points of Emotions music helps in correlating travelers and coffee customers with the feel of connoisseurs haven country place for telling, sharing the finest coffees from a and creating your own few prized plantations personal story Music for different countries like the Balkans, country music from the Nutrition and activate European, Italy and Spain senses or the Tibetan chants
Travellers book/magazine

relaxed atmosphere

Vast menu offerings

soft Music

MISSION, VISION, OBJECTIVE

MISSION

SWOT Analysis
SWOT Analysis 1. Strong brand name 2.Excellent advertising and visibility 3.Good product distribution and availability 4.Lots of flavors and varieties available 1. Coffee as a category still nascent in many countries like India 1. Tie-ups with corporate 2.Cheaper packets for rural areas 1.Health conscious people avoiding coffee

Strength

Weakness

Opportunity Threats

Competitors and their startegy

MARCOMM TOOLS for Promotion

Brand Perception