MARKETING PROJECT

ON

STP

BY:

ADEETYA UBEROI

22/001

ASHNA MALIK 22/006

DEEKSHA GOVIL

22/009

KARAN KUKREJA

22/014

VIBHUTI TEWARI

22/030

“BRU COFFEE”

INTRODUCTION

• It Belongs to Hindustan Unilever.

• It was launched in the year 1968 under the brand of ‘Brook Bond’.

• Since its introduction as an instant coffee, it has been launched with

different varieties such as Bru Cappuccino, Bru Lite, Bru Cold Coffee,

Bru Gold, Bru Roast and Ground etc.

• One of the highly consumed coffee brands in India.

• One of the recent successful new product was the

‘ Cappuccino Packs’.

•Bru is a power brand from the HUL’s(Hindustan Unilever Ltd.)

Stable.

A brand which pioneered the instant coffee category in Indian

market in 1969 is also an example of many successful

marketing practices.

According to HUL, Bru is the market leader in coffee segment

with a value share of 46.9 %.

Much of the success of Bru can be attributed to following

factors:

Innovation in new products

Innovation in packaging & Aggressive campaigns

BRU INSTANT COFFEE•According to HUL, Bru is the market leader in coffee

segment with a value share of 51.1 % in 2011.

•Much of the success of Bru can be attributed to following

factors

Innovation in new products

Innovation in packaging & Aggressive campaigns

•Prices of Bru products are :-

Bru Instant Coffee – Rs 300 for 200g

Bru Gold- Rs 220 for 100g

Bru Coffee Green – Rs 155 for 500g

Bru Exotica Brazil – Rs 375 for 100g

Bru Kilimanjaro – Rs 300 for 50g

• BRU Exotica was launched which is premium freeze dried

coffee sourced from some of the world’s best coffee-producing

regions like Colombia, Brazil and Kilimanjaro. Later, in the

same year, BRU Gold - a 100% pure granulated coffee with an

uplifting aroma and superior taste - was launched.

CONCEPT OF STP

• STP marketing is a three-step approach to building a

targeted marketing plan. "S" stands for Segmentation, "T" for

Targeting and "P" for Positioning.

•The STP process demonstrates the links between an overall

market and how a company chooses to compete in that

market. It is sometimes referred to as a process, with

segmentation being conducted first, then the selection of one

or more target markets and then finally the implementation of

positioning.

• The goal of the STP process is to guide the organization to

the development and implementation of an

appropriate marketing mix.

:SEGMENTATION:

• One of the best advantages of marketing Coffee is its universal

appeal. This fact has also been utilized and acknowledged by

Starbucks coffee chain.

• However, segmentation of geography can play an important

role in a traditional context wherein Coffee is extensively

consumed in the South India as opposed to the North

irrespective of the favorable weather condition.

• The segment for Bru Coffee is people looking to make coffee

instantly.

Geographic Segmentation:- Urban expanses and

Metropolitan cities. (Insight – Bru is preferred and consumed

more in South India)

Demographic Segmentation:-

• Economic Status – Middle and Upper-Middle Class

• Income Level – 2 lacs to 5 lacs p.a. (or the range that falls in

above mentioned economic status category)

• Gender – Equally consumed by both (Insight : Coffee is the

most universally preferred beverage)

• Age – 18 to 35

• Occupation – Ranging from independent students wanting to

prepare coffee on their own to working women who can make

coffee instantly for their husbands before leaving for work.

• Family Life Cycle Stage – Highest penetration for Bru is in

Stage 6 of life cycle – Family with Adolescents

Psychographic Segmentation: – Image projection of being

proactive, while at the same time spending some happy and

quality time with (special) people over coffee.

Behavioral Segmentation:-

• Loyalty - Most coffee lovers don’t like to experiment andswitch once they’ve found their perfect flavour. Hence,consumer loyalty for Bru is on the higher side. However,introduction of small sachets (even new variants) bycompeting brands could give rise to more frequent switch toNescafe’

• Scale of Purchase – Availability of BRU in smaller sachetshas decreased the scale of purchase. Unless a heavy andregular drinker, purchase are made in sachet forms than glassjars (Light purchase)

• Frequency – Bru instant coffee is purchased frequently tosatisfy the compulsion of consumption amongst coffee lover.

The 3 new Flavours in the form

of “Bru Exotica”

•More interestingly, with the introduction of Bru Exotica, it has

further entered the market of premium range of coffee.

•This premium range is for well-travelled Indian who appreciate

International flavours.

•Flavours from Brazil, Colombia and Kilimanjaro are provided for

prices ranging from Rs.150 the flavour of Brazil and upto Rs. 300

from Kilimanjaro.

:TARGET ING:

• The Target Market for Bru coffee is decided on the basis of

income levels. Hence, the target market of Bru is – People in

the Upper and Middle class.

• For people to switch from traditional coffee to instant coffee,

it’s important to ensure that the consumers are able to afford

the extra price. Moreover, these are the people who are willing

to shell a few more Rupees to save time and effort.

The Target Market for Bru coffee can further be narrowed down to:

• Independent students wanting to make coffee without assistance.

• Working women who can make coffee instantly for their husbands

before leaving for work.

• Late night workers who need an external stimulant in the form of

coffee to help them stay awake.

- Bru increased its foothold

in the market with the

introduction of beneficial

and innovative packaging.

Such packaging locked

aroma and flavour, thus

preserving the instant

coffee for longer.

:POSITIONING:

• Bru coffee has positioned itself as a beverage that invokes a

sense of warmth, love, happiness and good spirits between

people, especially loved ones.

• Its famous taglines are – ‘Bru se hothi hai khushiya shuru’

(Happiness begins with Bru) and ‘Ek cup Bru, aur mood bann

jaye’ (Just a single cup of Bru for a good mood)

• Bru’s philosophy is – “Livening-up every moment by

stimulating conversations.”

• Its famous advertisements lay emphasis on healthy

relationships.

• They suggest that a single cup of invigorating Bru

coffee can lead to a heightened sense of care,

consideration and love for the special person in your

life.

• Hence the emotions invoked to capture the minds of

consumers are – Love, Happiness, Rejuvenated

mood, Care and provides a sensory stimulation.

Pa

cka

ge

Ben

efit

s

Price

Economic

Mass Market

Premium Market

Nescafe

Bru

PERCEPTUAL MAPPING of Bru (against

Nescafe)

• The Perceptual Mapping of Bru has been graphed using two

relevant parameters – Package Benefits and the Price

• Bru certainly has a clear advantage over Nescafe because of its

recent innovative packaging like zipper pouches, aroma-lock

package, Mini-packs and so on.

• The price of Bru however remains lower than that of Nescafe.

(For instance, 50 gm. of Bru Instant Coffee is priced at Rs. 70

against Nescafe’s at Rs. 90)

:CONCLUSION:•Ever since its inception, Bru has been on a constant

endeavour to bring better products and formats to the

consumer with every passing year.

• With the launch of Cappuccino in 2007, Bru pioneered

the launch of instant coffee premixes in India for the youth.

Then in 2010, a premium filter coffee with a blend of 85%

coffee and 15% chicory was introduced under the brand

name BRU Select.

•In 2011, BRU Lite, a light-tasting coffee with classic

Mocha flavour, was launched for people who avoid coffee

because of its bitter taste. In the same year BRU Exotica

was launched which is premium freeze dried coffee

sourced from some of the world’s best coffee-producing

regions like Colombia, Brazil and Kilimanjaro.

THANK

YOU