Upload
emufarming
View
228
Download
0
Embed Size (px)
Citation preview
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 2/25
• 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
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 3/25
Step 1- Review of Marketing Plan
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 4/25
•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.
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 5/25
•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
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 6/25
Step 2- Analysis of Promotional
Program Situation
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 7/25
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
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 8/25
• 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
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 9/25
Step 3- Analysis of Communication
Process
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 10/25
•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.
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 11/25
Step 4- Determination of Budget
Using print, PR, hoardings, contests, vouchers,
discount coupons and sponsorships is Rs. 18 lakh
for the first month
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 12/25
Step 5- Develop IMC Program
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 13/25
• 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
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 14/25
• 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!
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 15/25
Caption this photo Contest
(using brand ambassadors helps building brand equity)
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 16/25
• 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
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 17/25
• 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.
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 18/25
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
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 19/25
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
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 20/25
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
…
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 21/25
Step 6- Integrate & Implement
Marketing Communication Strategies
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 22/25
• 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.
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 23/25
Step 7- Monitor Evaluate and
Control IMC Progam
7/22/2019 Final Bru World Cafe
http://slidepdf.com/reader/full/final-bru-world-cafe 24/25
• 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