Marketing Strategy for Bru - Fit

Objective:

To market a new product, “Bru Fit”; which is a healthier cappuchino option.

Solution:

First, let us understand the customer and how the buying process shall work.

So basically, we shall have to advertise to primarily create awareness and interest about the product.

Before, we proceed with the marketing strategy, we shall have to segment the target market for the

product. The market segmentation for the same can be done as shown further.

Now, let us tabulate how the marketing strategy can be planned out.

Now, basically we have decided to advertise it into three phases. The first phase, will include a

teaser for the same. The second phase will be the main commercial. And finally the third phase, can

include a feel good factor to encourage the people to buy the product.

The first phase will be a teaser. The teaser shall tease the audience about the problems of having

coffee and still feeling tired. And how a solution for all their problems is coming soon.

The second phase will be the main commercial introducing the product. An idea for the same is

described further. Let us suppose there 2 guys sitting in a meeting room in the morning, very tired.

Then, enters a third guy, who looks very alive with energy. He asks them why they are feeling so low.

On hearing that they were working till late last night, he asks them to try out Bru Fit from his cup.

They can actually feel they refreshing taste while tasting it.

The final phase can be a reinforcement option. An idea of the same could be a photo montage or a

celebrity endorsement, which reinforces the ad into the minds of the audience.

For the print media, we have even designed a banner that could be used.

The banner stresses on the “Be Fit” part because of its main offering being a healthier alternative.

Tagline: Coffee, Not Just Happiness Anymore..

(based on Bru’s actual tagline – Bru se hoti hai khusihya shuru)