PRESENTATION ON COMPETITIVE SALES &

DISTRIBUTION ANALYSIS OF

PRESENTED TO PRESENTED BYDr. RANJAN UPADHAYAYA AKANKSHA AGARWALASSTT. PROFESSOR ROLL NO. 6395

Women institute of studies inDevelopment orientedmanagementBanasthali university-304022

TABLE OF CONTENTS

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

COMPANY PROFILE

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).

BRU

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 into- Frothy coffee iced frappe coffee Instant coffee Roast & ground coffee

Profile cont…

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.

Significance of Jingle

“ 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.

FLAVOURS

Cappuccino packs› Cinnamom(hot)

› Bergamont(hot)

› Irish Coffee(cold)

› Frappacino (cold)

DISTRIBUTION NETWORK

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

Special displays at

Hotels Restaurants Railways Airports Malls Companies cafeterias Concerts Trade shows

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

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

Coffee Vending Machines available at various places.

In-store samples

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

Some ads by Bru

PROMOTIONAL STRATEGIES

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.

PROMOTIONAL TOOLS

Co-alliance with movies

Brand Ambassador

BRU INSTANT COFFEE REVIEWS

According to Mouthshut.com the ratingsfor the different flavors of BRU

FUTURE PLANS

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.

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COMPETITIVE ADVANTAGE

Nescafe market narrowed in the quarter ended June and lost the grounds.

Brand Image. Quality aspect. Product range. Aroma lock containers.

SWOT analysis

• 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.

S

• 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

T

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

SUGGESTIONS

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.

THANK YOU