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BRU WORLD CAFÉDiscover the World a cup at a time

Group MembersSUSHMA MENDON

MITESH ACHARYAMANUJ AGARWAL

ADITYA GOTHANKAR

GANESH KAPADEMANAS MUKHERJEE

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BRU: Some Interesting features• BRU was the first brand to go National with a variety of

Offerings.• India’s largest coffee brand in terms of volume. • Unilever's only Coffeebrand and India’s Number 1

Coffee brand• Enjoys a rich heritage, came into existence in 1962

under the brand name Deluxe Green Label.• Consistently offering better and newer products to the

consumer through improved packaging solutions andinnovative product formats• Enjoys a strong presence at various out of home

locations especially in South.

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Reasons for Rising Cofee Consumptionin India

• A key trend, which has fuelled coffeeconsumption in India is “rise inconversations over coffee”.

• The growth [of cafés] has been triggered byrising youth spending, paucity of alternativehang-outs and an increasing number of newoffice complexes and colleges.

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• BRU plays across the coffee categorydefinition becoming a complete in-home andout-of-home coffee brand and also proactivelydrives “coffee experience” with directconsumer engagement. This is also anapproach for the brand to contemporarise and

premiumize by driving imagery through afuturistic segment.

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Value Driver

• Another important value driver identified forthe category is,” bringing out of homeexperiences in-home”. Cafes will provide aunique space and an exclusive retail channelto drive this opportunity

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Positioning

• Coffee that makes special moments ofgenuine warmth and happiness

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Segmentation of BRU CAFEBRUCAFE

Travellers

15-24 25-34

SEC A SEC B SEC C

35-46 >46 years

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POD, POP and POE

Points of Parity Points of Differentaition Points of Emotions

relaxed atmospheretraveler’s and coffeeconnoisseur’s haven

music helps in correlatingcustomers with the feel ofcountry

Vast menu offeringsthe finest coffees from afew prized plantations

place for telling, sharingand creating your ownpersonal story

soft Music

Music for differentcountries like the Balkans,

country music from theEuropean, Italy and Spainor the Tibetan chants

Nutrition and activatesenses

Travellers book/magazine

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MISSION, VISION, OBJECTIVE

• MISSION

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Competitors and their startegy

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MARCOMM TOOLS for Promotion

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Brand Perception