http://marketingpractice.blogspot.com/2008/11/bru-happiness-begins-with-bru.

html Monday, November 24, 2008 Bru : Happiness Begins with Bru Brand : Bru Company : Hindustan Unilever Agency : O & M Brand Analysis Count : 359 April 2010, the market share for both Nescafe and Bru stood at 41 per cent each. Read more at: http://profit.ndtv.com/news/show/nescafe-announces-deepika-padukon e-as-brand-ambassador-80283?cp Bru is a power brand from the HUL's 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, Br u is the market leader in coffee segment with a value share of 46.9 %. Prior to 2004, HUL had many brands in the coffee category. It had Deluxe Green L abel and Bru instant as the main brands and small brands like Dilkush, Cafe and Cafe Gold. In 2004, as a part of the po wer 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. But according to the latest Nielsen data, Nestle's Nescafe had a market share of 52 per cent in Jan this year while Hindustan Unilever's Bru has just 34 per cent share. But in April, the market share for both Nescafe and Bru stood at 41 per cent each. http://profit.ndtv.com/news/show/nescafe-announces-deepika-padukone-as-brand-amb assador-80283 Read more at: http://profit.ndtv.com/news/show/nescafe-announces-deepika-padukon e-as-brand-ambassador-80283?cp 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 Nestl e 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 Nestle lost out because of lethargy. The company failed to consistently invest i n its Nescafe brand. I do not seeing any memorable campaigns from Nescafe in recent past. This has cost the brand dea

rly. HUL's marketing acumen is vivid in the rise of Bru as the market leader. It has never stopped innovating for this new brand. Bru was able to give new offerings to customers on a regular basis. One of the r ecent 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 cappucci no was available in single serve sachets which prompted consumers to test the flavors. Another innovation was the cold coffee. Bru launched the cold coffee variants wh ich again captured the attention of the consumers. These thrusts in new product development and roll out is visible when one visits a super market. The coffee section is full of various flavors and packs of Bru which itself creates a positive vibrati on for the brand. Another factor which made Bru successful was the campaigns. The brand is famous for two campaigns. One featuring Amritha Rao was a big hit. The theme revolve around the shy girl wanting to introduce h er boyfriend Sagar to her father. Watch the TVC here : Bru Sagar Another campaign which was highly popular was the 'little cup' ad. The ad shows the wife announcing the " good news " through a symbolic ' little cup'. Watch the ad here : bru Little cup Bru is positioned on the theme of happiness. The brand has the tagline " Happine ss begins with Bru ". The positioning and communication has been consistent with the brand's promise of kickstarting one' s day with a Bru. These slice of life ads put Bru in a growth orbit. Consumers started loving the brand for its innovation and campaigns. For the Bru Cappuccino, it had roped in the Bollywood Director Karan Johar to en dorse the brand. 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 di fferent 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. Recently the brand has yet again 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 op en. 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. This little plastic lock also gives more convenience to the home maker. Typicall

y when buying powders in packs, home makers have to transfer the powder to a container to preserve it for long. This lock effectively eliminates the need for such a container. Bru is a brand which has reached the commanding position following methodologica lly all the critical elements for marketing success : customer centric innovation, aggression and new product deve lopment

BRU the coffee brand from the HUL stable and was launched in 1969 . Bru green label, the largest brand in filter coffee gives you original taste of filter coffee. The patrons of this 40 yrs old brand would say its It gives the real taste of coffee. Growth through power brands bru is one of them. the aroma to come home".

At forefront it has innovated instant coffee category- coffee chicory blends, re fill packaging , vending operations and low price unit packs etc. Introduction Happiness begins with Bru PRODUCT PLACE Varieties of coffee: Bru frothy coffee, bru iced frappe, bru instant coffee and bru Malabar roast and ground coffee. HUL has just came up with a premium brand of R&G coffee, Bru Malabar (Blend of 9 0% coffee & 10% chicory). Bru is available in leading general stores, & in any HUL s exclusive Shoppe etc. The roasted & ground coffee is mostly consumed in southern India hence BRU has a big market over there. Bru Malabar is also targeting southern market, Tamilnadu & Karnataka PRICE PROMOTION Price leaders being low cost products. BRU malabar200gms is available for Rs.38 which is Rs.9 less than its own brand g reen label. Instant coffee: Weight Price promotion by the mean of live holdings . Print media, electronic media, internet & many other promotional activities like kiosk, free samples in shopping malls & public places. S W O T SWOT Bru is a Leader of filter coffee whose market share is 3 times over the instant coffee market . Lower prices offered of the product than Nescafe . Strong distribution channel being a product of HUL

Despite of capturing 2.6% market share of Nescafe in R&G coffee sector bru is st ill the no 2. Coffee outlets and vending machines are missing from the market unlike Nescafe. Less number or variety of products The market of roasted and ground coffee is for Rs.511 crore so bru can still do a lot with this market . Now HLL is HUL hence bru can expand globally In this competitive era bru reduced its prices to an extend which might reduce i ts profits as well. product- http://www.bru.in/products_brugreenlabel.html bru green lable roust & ground Imagine a coffee so classic that every sip takes you back in time, giving you a great filter coffee experience. Launched in 1962, Bru Green Label Roast & Ground is every connoisseur's dream. An exquisite blend of coffee and chicory whose heady aroma, golden brown froth and distinct flavour linger long after you finish a cup. pack 4gm to 500gm bru instant A perfect blend of the choicest robusta and arabica beans combined with chicory, Bru gives you unmatched aroma and taste that makes coffee moments even more spe cial. it is comes in a pack of 1.45gm to 200gm. bru capachino College days are when ambitions and shared dreams are discussed over a cup of cr eamy Bru Cappuccino. Each friend at that table is unique, yet being together is fun. Which is why those who like their Cappuccinos hot get along with those w ho like it cold; and both Bru Cappuccino and the Bru Ice Cappuccino are great ways to chill with friends. launch of Cappuccino in 2007 it is of three type choco mocha treat, nutty caramel, cardamom creme latte