bru coffee - digital advertising

Paragana 2012 NMiMS, SBM – Mumbai

Team ADverb & Paragana NMiMS 2012Present

“AD – Ventions : Workshop based Guest Conventions”

Guest Speaker : Mr.Vednarayan SirdeshpandeHead, Digital Strategy, OgilvyOne


Digital Brief

October 19 2012


Lista delle contenuto

Brand History

Coffee Culture in India

The coffee category online

Background of BRU’s digital presence

BRUs opportunities & challenges

Target audience

Objective of BRU’s online presence

Scope of the project

Key criteria for the project

Timelines


Brand HistoryFirst entered the Indian market in 1962 under the brand name

Green Label.

Has been offering world class coffees under the brand name BRU.

Leading coffee brand in India.

Strong presence in in-home consumption.

Building presence in Out of home coffee consumption with BRU WORLD CAFES.

Has products for varied tastes: BRU exotica that is finest coffees from around the world.Brand Select and Bru Gold for strong, rich aroma and taste. BRU Lite for the people who don’t like bitter taste.


Coffee culture in India

True or False

India is dominated by tea consumption.

FALSE

Annually, Coffee consumption in India has grown by 3% in 2011.

Role Reversal: North drinks coffee and South drinks Tea.

Paragana 2012 NMiMS, SBM – Mumbai Coffee culture in India

Reflects high quality living, refined tastes and success.

Travelers

IndulgentUpdated

World Citizens


A beverage for the Young


Bitter is better


Coffee is about

Expressing emotionsGreat Conversations

Work / Study

Creative kick Me time


Mindshifts:

FromTo


Mindshifts:

From To


The Coffee category Online

Social purpose :

To purely have coffee conversation.To share and promote the coffee experience.


Content

Product Post Brand Generic Events Contest

Coffee category online

Unique ExperiencesEveryday Engagements

Branded Content & UGC

Paragana 2012 NMiMS, SBM – Mumbai Coffee Category Online

Beyond a cup experiences

Responsible DrinkingResponsible Farming

Education for all


Background of BRU’s digital presence

-3,77,344 Likes- 9,584 PTAT

Social Media Campaigns

BRU EXOTICA Website: A community of coffee lovers to get coffee

experiences and have coffee conversations.

Paragana 2012 NMiMS, SBM – Mumbai BRU’s Digital Presence

Product Post Brand Generic Events Contest

Content

20 %

60 %

10 %

2%

8 %


Campaigns done so far

BRU’s Digital Presence

Contest: Coffee related questions and sent the winner to Brazil.

Gained a strong fan base.

Increased awareness on BRU Exotica.

A contest that asked users to share your live life 100 % moment with us.

Gained a strong fan base.

Increased awareness on Bru Gold.

Vote for the coffee you want to bring to India.

First social campaign in India in the coffee category to bring coffee of fans choice to India.

BRU Exotica Guatemala Launch BRU Exotica greatest coffee lover BRU Live Life 100% Contest

* Greatest coffee lover and Live Life 100 % campaign together got 1 lakh fans.


BRU’s Marketing Objective

To drive traffic to stores for in home consumption.


BRU’s Challenges

Challenges Considered as a brand from south. In process of it’s efforts to change perception for the brand,

Starbucks enters India. Bru world cafes are only in Mumbai and there are about 7-8

cafes only. Threat from existing International coffee brands such as Costa

coffee and Barista . Also from future entrants like Dunkin Donuts.Current content on the Facebook page is very generic and the

scope not looked outside Facebook.


Objective of Bru’s Online Presence

Change brand perception.

Create a unique coffee culture unique from existing coffee conversations online.

Increase awareness of BRU Café variants and trial leading to consideration then to loyalty.


Target audience

Coffee lovers/ tryers.

Open minded, young individuals, with finer tastes in life, go getters. Love their coffee just perfect. May not be world citizens yet but aspire to be reach there.

Are social on social just they way they hang out with their friends offline.

Coffee Connoisseurs

Know their coffee just like the farmer at the coffee farm would know. They are in much in love with their coffee so much that they experiment with coffee with vodka or wine.

They are influencers online. Have a fan following, are looked up to for advice.


Scope of the project

• Ideas for TG engagement only through social media & digital media outside the web. No other ATL or BTL activities.


Key criteria for the project

• Feasibility of Implementation & alignment with the Brand Value Proposition.

• Results should be measurable. • Student understanding of Social Media + Digital Media working

model for brands


Expected Output from the project:

a. Strategic understanding and recommendation on:I. The best, optimized and integrated leverage of digital media amongst coffee

connoisseurs in India.II. Topline view of a recommended strategy on social media, as well as digital

media outside the web i.e mobiles.

b. Recommendation on brand approach to build:I. Reach : How does the brand build awareness through online media to drive

traffic to the stores and Bru world cafesII. Convert: coffee lovers into Bru coffee lovers/ followers.III. Engage: Social media content that drives engagement with the TG


Q & Awith

Guest Speaker : Mr.Vednarayan SirdeshpandeHead, Digital Strategy, OgilvyOne

bru coffee - digital advertising

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