Bru Instant Coffee

8/10/2019 Bru Instant Coffee

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Bru instant coffee was entering the rural market to create a new segment into beverage

industry. They were somewhat successful. As a student of marketing identify, what

communication challenges did bru faced. They have used innovative media vehicles for

reaching the target group. Why they have chosen those vehicles and what else could be

used for marketing or improving the champagne.

Answer:

Bru is a power brand from HUL. A brand which pioneered the instant coffee category in

Indian market in 1969 is also an example of many successful marketing practices.

Prior to 2004, HUL had many brands in the coffee category. It had Deluxe Green Label and

Bru instant as the main brands and small brands like Dilkush, Cafe and Cafe Gold. In 2004,

as a part of the power brand strategy, HLL decided to phase out Dilkush and Cafe brands . It

then consolidated the coffee brands under the Masterbrand Bru. Bru before becoming the

family brand was positioned as a coffee that tasted just like filter coffee. But after the

elevation to master brand, Bru took the positioning around happiness.

Bru was synonymous for instant coffee and had an astounding 21% market share in the first

year of launch itself. All these years, the brand has been fighting for the numero uno position

with Nestle whose iconic Nescafe brand was the market leader. But in 2008, the brand

pushed Nescafe to the second position.

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

Innovation in new products

Innovation in packaging

Aggressive campaigns

Bru was able to give new offerings to customers on a regular basis. One of the recent

successful new product was the cappuccino packs. The new flavor gave the brand a new

thrust in the market. The new flavors even prompted hardcore tea lovers like me to try out

these flavors. The best part was that these cappuccino was available in single serve sachets

which prompted consumers to test the flavors.

Bru is positioned on the theme of happiness. The brand has the tagline Happiness begins

with Bru ". The positioning and communication has been consistent with the brand's promise

of kick-starting one's day with a Bru.

Another critical factor that aided Bru's success was the innovation in packaging. The brand

made the entry barrier low by launching small affordable SKUs. There are single serve and

large packs at different price points making the brand affordable .The brand although is

positioned as an aspirational brand is priced affordable thus making it a perfect example of a

Masstige brand.

The brand has also came out with a customer centric innovation in the form of a flavor lock.

Most of the customers worry about losing the flavor of coffee powder once the pack is cut


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open. The flavor lock is a plastic clip which will lock the flavor from escaping. More than

actually locking the flavor, the lock gives a psychological belief that the flavor will not the

lost.

Bru is a brand which has reached the commanding position following methodologically all

the critical elements for marketing success:

Customer centric innovation

Aggression

New product development.

The Challenge

Coffee has an image in the mind of the people as a drink to be had on special occasions. The

marketing challenge, thus was to convert these special occasions to bru instant coffee

occasions.

As the people were a mix of tea and coffee drinkers, conveying the right message across the

segment was the key challenge for the company.

With multiple communicators of differing individual capabilities, delivering a standardized

yet customized message consistently was an even bigger challenge for bru. The most target

consumers have a not so welcoming attitude to door-to-door salesman.

Bru marketing strategy involved innovative media vehicles which helped it to reach large

number of customers.

HUL's coffee brand Bru, bagged 2 gold awards at the third edition of the Rural Marketing

Association of India (RMAI)

The brand won two gold awards for its instant coffee connect campaign. One, in the category

of Best Innovative Rural Marketing Initiative and another for Innovative Communication.

The winning campaign was conducted across Karnataka and Andhra Pradesh with the main

aim of increasing penetration of Bru instant coffee.

The campaign was activated through a promoter going home-to-home with a body mounted

DVD player and showing AV of beverages to homemakers. After showing the AV, simplequestions based on the AV were asked and a Bru Instant coffee sachet sample was given, thus

completing the process of awareness, interest & trial. Through this activity, 2.4 million

households have been contacted in 2010.


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Promotion strategies that could be used:

Wall painting that are used to capture the attention of the audience and is an economic

medium. HUL uses wall paintings for its products as Wheel, Lifebuoy etc.

Cinema theatres as rural consumers fascinated by cinema and it has great impact on

them and a wider reach.

Puppet shows where the puppets are used to communicate the ideas and values to

rural consumer and is an inexpensive medium.

Folk theatre is used for informing and educating people about some products through

Tamashas, skits and plays.


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References

Rural Marketing - Pradeep Kashyap - Google Books. [ONLINE] Available

at:http://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru

+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&h

l=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru

%20rural%20marketing&f=false.[Accessed on 16 November 2014].

HUL's Bru brews up a catchy marketing activity. [ONLINE] Available

at:http://www.afaqs.com/news/story/27936_HULs-Bru-brews-up-a-catchy-marketing-

activity.[Accessed on 16 November 2014].

Marketing Practice: Bru : Happiness Begins with Bru. [ONLINE] Available

at:http://marketingpractice.blogspot.in/2008/11/bru-happiness-begins-with-bru.html.

[Accessed on 16 November 2014].

Hindustan Unilever ltd. 2014.Hindustan Unilever ltd. [ONLINE] Available

at:http://www.slideshare.net/rasharo/hindustan-unilever-ltd. [Accessed on 16 November

2014].

Brands in action | India. [ONLINE] Available at:http://www.hul.co.in/brands-in-

action/detail/Bru/303748/.[Accessed on 16 November 2014].
http://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&hl=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru%20rural%20marketing&f=falsehttp://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&hl=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru%20rural%20marketing&f=falsehttp://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&hl=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru%20rural%20marketing&f=falsehttp://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&hl=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru%20rural%20marketing&f=falsehttp://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&hl=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru%20rural%20marketing&f=falsehttp://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&hl=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru%20rural%20marketing&f=falsehttp://www.afaqs.com/news/story/27936_HULs-Bru-brews-up-a-catchy-marketing-activityhttp://www.afaqs.com/news/story/27936_HULs-Bru-brews-up-a-catchy-marketing-activityhttp://www.afaqs.com/news/story/27936_HULs-Bru-brews-up-a-catchy-marketing-activityhttp://www.afaqs.com/news/story/27936_HULs-Bru-brews-up-a-catchy-marketing-activityhttp://marketingpractice.blogspot.in/2008/11/bru-happiness-begins-with-bru.htmlhttp://marketingpractice.blogspot.in/2008/11/bru-happiness-begins-with-bru.htmlhttp://marketingpractice.blogspot.in/2008/11/bru-happiness-begins-with-bru.htmlhttp://www.slideshare.net/rasharo/hindustan-unilever-ltdhttp://www.slideshare.net/rasharo/hindustan-unilever-ltdhttp://www.slideshare.net/rasharo/hindustan-unilever-ltdhttp://www.hul.co.in/brands-in-action/detail/Bru/303748/http://www.hul.co.in/brands-in-action/detail/Bru/303748/http://www.hul.co.in/brands-in-action/detail/Bru/303748/http://www.hul.co.in/brands-in-action/detail/Bru/303748/http://www.hul.co.in/brands-in-action/detail/Bru/303748/http://www.hul.co.in/brands-in-action/detail/Bru/303748/http://www.slideshare.net/rasharo/hindustan-unilever-ltdhttp://marketingpractice.blogspot.in/2008/11/bru-happiness-begins-with-bru.htmlhttp://www.afaqs.com/news/story/27936_HULs-Bru-brews-up-a-catchy-marketing-activityhttp://www.afaqs.com/news/story/27936_HULs-Bru-brews-up-a-catchy-marketing-activityhttp://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&hl=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru%20rural%20marketing&f=falsehttp://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&hl=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru%20rural%20marketing&f=falsehttp://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&hl=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru%20rural%20marketing&f=falsehttp://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&hl=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru%20rural%20marketing&f=false

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