Final Bru World Cafe

7/22/2019 Final Bru World Cafe

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• BRU –Hindustan Uniliver’s only coffee brand and

sold only in India.

• 1st Time an FMCG brand has taken the initiative

to set up a café to promote product

• BRU World Café currently has very limited

exposure

• 5 branches-malad, bandra,

Juhu, versova, andheri



Step 1- Review of Marketing Plan



•Launched by Hindustan Unilever, the objective of Bru

World Café was to bring various coffee experiencesacross the globe to the Indian palette

•The hidden objective was to promote HUL’s coffee

brand BRU

•The café hasn’t been very famous so far and very few

people know about it.



•Thus, brand awareness and promotion the two most crucial

parts

•HUL is the market leader in the overall coffee segment

with a range of products in conventional coffee, ice and hot

cappuccino and out-of-home vending space

•It has roped in Bollywood actors Shahid Kapoor andPriyanka Chopra as brand ambassadors to push its Bru

brand.

•High competition from Café Coffee Day,Barista, Costa Coffee, Gloria Jeans and

soon-to-be launched Starbucks Coffee



Step 2- Analysis of Promotional

Program Situation



Internal Analysis:

• Though it hasn’t been successful in marketing BWC so

far. Previous examples of other products in various

segments have proved HUL’s capability to implement promotional program.

External Analysis:•Cafes are now consider like hangouts by consumers.

•The organised coffee market is continuously on a rise

•Rising affluence in the country and the fact that

consumers now spend more time out of home point to

the high potential of coffee retailing business



• like most of the cafes, we also aim to attract the

youth in large numbers, specially the college going

crowd

•Are target audience is the youth segment in the ae

group 14-25.

•Market position is also as a youth center with

romance/ love being the method of communication



Step 3- Analysis of Communication

Process



•As per the reviews on “burpp”, most of the people seem

to be very impressed with the ambience of the place, but

the coffee is barely satisfactory.

•As quoted of one its customers, “They need to bump

up the taste factor in the menu - seems like a poor

cousin of the incumbents.”

•With this move, HUL expects to leverage its portfolio of

F&B brands and products to enhance consumption

and brand experience.



Step 4- Determination of Budget

Using print, PR, hoardings, contests, vouchers,

discount coupons and sponsorships is Rs. 18 lakh

for the first month



Step 5- Develop IMC Program



• Organise and Publicise events with Shahid Kapoorand Priyanka Chopra on various café outlets

• Through social media sites and print, organise

contests and give ‘Date with Shahid/ Priyanka’ asaward.

• Organise ‘BRU How to ask a Girl Out for Coffee’

Contests

Public Relations and Print



• Introduction of BRU Hotline- a quick service fortips on brewing the best coffee, selecting the best

coffee, evaluating individuals coffee tastes and anyfeedback/ suggestion.

• Launch of BRU Guru on Radio. ‘Saw a girl and don’t

know how to ask her out? Call Bru Guru.

• Tagline: BRU, the best part of a date!



Caption this photo Contest

(using brand ambassadors helps building brand equity)



• Visit campuses across the city and play fun games,tasks and love quizzes with them

• Tie-up with College Festivals to set up BRU Café

Stalls.

• Give free Café vouchers, discount coupons etc sothat the youth is encouraged to visit the café once

atleast

Direct Marketing & Online Marketing



• To set apart the café and ensure a unique

experience for the youth, play a game in the café

every one hour and distribute BRU merchandise

• Example, anyone wearing red shoes or yellow tshirt

or carrying a blue bag will get a gift.

• Also release and circulate ‘BRUTIPS’ online to

create brand awareness and rank in the ‘cool’ factor

• Release comic strips to connect with the youth

through the brand.



Brutip#56

Technically the longer youwait to ask her out , the

shorter your relationship

would be, take her out for

coffee NOW

Brutip#21

Don’t be intimidated bytheir ex bro. Just

because there’s a goalie

doesn’t mean you cant

score

Brutip#19

The internet is not the

place to have your

argument. Take her for coffee.

Brutip#39

if the worst that can

happen is someone

saying ,“no”, its worth atry

Brutip#33

DRINK COFFEE. Do stupid things faster

with more energy



Bru#23

Bru, always to your

rescue bro.

Bru#56

Coffee and Love both

taste best when hot.

Bru#23

Sleep is a symptom of

Caffeine Derivation

Bru#89

Given enough Coffee, I

could rule the WORLD!

Bru#74

Coffee should be Black

as Hell, Strong asDeath and Sweet as

Love

Bru#43

Chocolate.. Men…

Coffee.. Some thingsare better RICH

crazy y enses urn



Hey! I was

wondering you

you’d wan to

come with me oBRU WORLD

CAFE

crazy

weather

, today,

huh?:I

yeah

y enses urndark in the

sunshine of

your love.

OH NO

…



Step 6- Integrate & Implement

Marketing Communication Strategies



• All the strategies aim at the same thing- creating brand

awareness and encouraging higher customers

• Romance is the theme

• Love and teenage attraction

• The brand ambassadors are young and all contests are

aimed towards attracting the youth.



Step 7- Monitor Evaluate and

Control IMC Progam



• Has successfully projected itself as affordableyouth-oriented brand and has got high rating forboth their prices and their value for money.

•

• BWC has created a strong base for expansion andgrowth

• Measures to control and adjust promotional

strategy: frequent advertising in the initial stage byprint , billboards and radio.

Promotional Results

Final Bru World Cafe

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