|

 

An observational Study


|
Star Bazaar/Food

 Bazaar 8 Bru Loyalists
In person/Telephonic
A detailed observation Interview
of consumer purchase
process
Mix of North and
South

Working youth




  

j



Úrice comparison is a key factor while purchase

Nestle
classic is
Size of granules/filtering is an issue compared
with Bru
Innovative packaging boosts sales/ attracts Instant
customers

Competes with local filter coffee - Krishna

BRU gets spoilt easily, if open Many

consumers
are fixed for
30-50·s age group purchased coffee
which brand,
Úeople feel which
For majority of consumers, BRU is not often the buying
planned purchase variation to
coffee in take
general is a
Úrice conscious people skip Nescafe to buy BRU costly affair
 

K only coffee brand from Unilever·s Indian arm

K In the year 1962, Brooke Bond India created the
branded roast and ground coffee segment
launching Deluxe Green Label
K 1968 gave birth to the first instant coffee chicory

mix under the brand name Bru

K Launched Cappuccino in 2007

K BRU is present in three product variants

Bru Green Label, Bru Instant, Bru Cappuccino

 
 

K South Indian mainly brand loyalists

K Aroma and relevance to filter coffee makes them
stick
K Like coffee sweet, Nescafe has bitterness
K Relates to home coffee in South India
K Our tea is their filter coffee = BRU
K High Froth in coffee @ home makes it non premium
K Coffee mug, green & yellow color, Logo clicks 1st
K Brand relevance - Chocolate, VVS Laxman
K Gives a relaxed, homely feeling
K baby news ad, Amrita Rao ad, family ad (regional
language)
K Úackage- green & yellow color, Coffee mug, free
offers, containers, transparent pack
K 1st coffee made was BRU
K Úrice & packaging was the major factor
K BRU is for family people, regular coffee drinkers
K Reminds of festivals, college days
K Strong association with coffee
K BRU is more powdered
K Nescafe lacks on aroma
K Often comes up with free offers