analysis of BRU

PRESENTED TO Dr. RANJAN UPADHAYAYA ASSTT. PROFESSOR Women institute of studies in Development oriented management Banasthali university-304022

PRESENTED BY AKANKSHA AGARWAL ROLL NO. 6395

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Company profile BRU profile Significance of jingle Flavors Distribution network Special displays Marketing strategy Promotional strategy Bru instant coffee reviews Future plans Competitive advantage SWOT analysis Conclusion

HLL India's largest FMCG company.  Mission to "add vitality to life.“  HLL has a merger with three companies.  Headquartered in Mumbai, India and employs 41,000 people.  HLL subsidiary in Nepal, Nepal Lever Limited (NLL). 

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Bru is a power brand from the HUL's stable. BRU launched in 1969, created history in the first year of launch. Tagline - " Happiness begins with Bru ". The word means „friend‟ in African language Coffee market is segregated intoFrothy coffee iced frappe coffee Instant coffee Roast & ground coffee

Bru is the market leader in coffee segment with a value share of 46.9 %.  BRU gave the concept of instant coffee.  Bru before becoming the family brand was positioned as a coffee that tasted just like filter coffee.  In 2008, the brand pushed Nescafe to the second position. 

“ BRU SE HOTI HAIN KHUSHIYAN SHURU”  As we start our day with tea or coffee bru emphasis on starting day with happiness.  The ads have an emotional touch.  It focuses on changing the way of expression. 

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Cappuccino packs › Cinnamom(hot)

› Bergamont(hot) › Irish Coffee(cold) › Frappacino (cold)

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The general trade comprises › Grocery stores › Chemists › Wholesale › Kiosks › General stores.

Hotels  Restaurants  Railways  Airports  Malls  Companies cafeterias  Concerts  Trade shows 

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Success of Bru can be to following factors :› Innovation in new products › Innovation in packaging › Aggressive campaigns

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Available in various sizes in form of 1 gm ,2 gm sachets' etc.

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Coffee Vending Machines available at various places.

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In-store samples

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Print media, PVR theatre boards, Concerts in DU - Euphoria, MTV shows - Flirt book, and various other.

The brand is available in re-closable Freshness Lock packs.  Penetration to rural market.  Introduction of cappuccino flavors sachets made affordable to the customers.  Changed its advertising strategy during the summer months. 

According to Mouthshut.com the ratings for the different flavors of BRU

Planning to go international.  Competency with other international brands like Nescafe, Costa coffee etc.  Expand the business more in rural sector.  Focus on youth.  A leader in coffee beverage.  Expand business in R&G coffee. 

Nescafe market narrowed in the quarter ended June and lost the grounds.  Brand Image.  Quality aspect.  Product range.  Aroma lock containers. 

• Bru is a leader of filter coffee whose market share is 3 times over the instant coffee market. •Lower prices offered of the product than Nescafe. •Strong distribution channel being a product of HUL. • more no. of variety of products.

• Despite of capturing 2.6% market share of nescafe in R&G coffee sector Bru is still the no. 2. •No.of Coffee outlets and vending machines are less in market unlike Nescafe.

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• The market of roasted and ground coffee is for Rs.511 crore so bru can still do a lot with this market. •Now HLL is HUL hence bru can expand globally. • Being low prices can approach rural market

• In this competitive era bru reduced its prices to an extend which might reduce its profit as well.

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Create more awareness of brand. Create link with international organizations. Hoardings at common places. Increase the portfolio and production capacity. Special schemes in different seasons of market. Instead of giving free talk time, giving something free with the product.