Paragana 2012

NMiMS, SBM Mumbai

Team ADverb & Paragana NMiMS 2012 Present

AD Ventions : Workshop based Guest Conventions

Guest Speaker : Mr.Vednarayan Sirdeshpande Head, Digital Strategy, OgilvyOne

Paragana 2012

NMiMS, SBM Mumbai

October 19 2012

Digital Brief

Paragana 2012

NMiMS, SBM Mumbai

Lista delle contenuto

Brand History Coffee Culture in India

The coffee category online

Background of BRUs digital presence BRUs opportunities & challenges Target audience Objective of BRUs online presence

Scope of the project

Key criteria for the project Timelines

Paragana 2012

NMiMS, SBM Mumbai

Brand History
First entered the Indian market in 1962 under the brand name Green Label. Has been offering world class coffees under the brand name BRU. Leading coffee brand in India. Strong presence in in-home consumption. Building presence in Out of home coffee consumption with BRU WORLD CAFES. Has products for varied tastes: BRU exotica that is finest coffees from around the world. Brand Select and Bru Gold for strong, rich aroma and taste. BRU Lite for the people who dont like bitter taste.

Paragana 2012

NMiMS, SBM Mumbai

Coffee culture in India True or False India is dominated by tea consumption. FALSE Annually, Coffee consumption in India has grown by 3% in 2011. Role Reversal: North drinks coffee and South drinks Tea.

Paragana 2012

Coffee culture in India

NMiMS, SBM Mumbai

Reflects high quality living, refined tastes and success.

Updated Indulgent

World Citizens

Travelers

Paragana 2012

Coffee culture in India

NMiMS, SBM Mumbai

A beverage for the Young

Paragana 2012

Coffee culture in India

NMiMS, SBM Mumbai

Bitter is better

Paragana 2012

Coffee culture in India

NMiMS, SBM Mumbai

Coffee is about
Great Conversations Expressing emotions

Work / Study

Creative kick

Me time

Paragana 2012

Coffee culture in India

NMiMS, SBM Mumbai

Mindshifts: From To

Paragana 2012

Coffee culture in India

NMiMS, SBM Mumbai

Mindshifts: From To

Paragana 2012

Coffee culture in India

NMiMS, SBM Mumbai

Mindshifts: From To

Paragana 2012

Coffee culture in India

NMiMS, SBM Mumbai

Mindshifts: From To

Paragana 2012

NMiMS, SBM Mumbai

The Coffee category Online

Social purpose : To purely have coffee conversation.

To share and promote the coffee experience.

Paragana 2012

Coffee category online

NMiMS, SBM Mumbai

Content

Product Post

Brand

Generic

Events

Contest

Everyday Engagements

Unique Experiences

Branded Content & UGC

Paragana 2012

Coffee Category Online

NMiMS, SBM Mumbai

Beyond a cup experiences

Responsible Drinking Responsible Farming

Education for all

Paragana 2012

NMiMS, SBM Mumbai

Background of BRUs digital presence

-3,77,344 Likes - 9,584 PTAT

Social Media Campaigns

A community of coffee lovers to get coffee experiences and have coffee conversations.

BRU EXOTICA Website:

Paragana 2012

BRUs Digital Presence

NMiMS, SBM Mumbai

Content
60 %

20 %

10 %
8% 2%

Product Post

Brand

Generic

Events

Contest

Paragana 2012

BRUs Digital Presence

NMiMS, SBM Mumbai

Campaigns done so far

BRU Exotica Guatemala Launch BRU Exotica greatest coffee lover BRU Live Life 100% Contest

Vote for the coffee you want to bring to India. First social campaign in India in the coffee category to bring coffee of fans choice to India.

Contest: Coffee related questions and sent the winner to Brazil. Gained a strong fan base. Increased awareness on BRU Exotica.

A contest that asked users to share your live life 100 % moment with us. Gained a strong fan base. Increased awareness on Bru Gold.

* Greatest coffee lover and Live Life 100 % campaign together got 1 lakh fans.

Paragana 2012

NMiMS, SBM Mumbai

BRUs Marketing Objective

To drive traffic to stores for in home consumption.

Paragana 2012

NMiMS, SBM Mumbai

BRUs Challenges

Considered as a brand from south. In process of its efforts to change perception for the brand, Starbucks enters India. Bru world cafes are only in Mumbai and there are about 7-8 cafes only. Threat from existing International coffee brands such as Costa coffee and Barista . Also from future entrants like Dunkin Donuts. Current content on the Facebook page is very generic and the scope not looked outside Facebook.

Challenges

Paragana 2012

NMiMS, SBM Mumbai

Objective of Brus Online Presence

Change brand perception. Create a unique coffee culture unique from existing coffee conversations online. Increase awareness of BRU Caf variants and trial leading to consideration then to loyalty.

Paragana 2012

NMiMS, SBM Mumbai

Target audience Coffee lovers/ tryers. Open minded, young individuals, with finer tastes in life, go getters. Love their coffee just perfect. May not be world citizens yet but aspire to be reach there. Are social on social just they way they hang out with their friends offline. Coffee Connoisseurs Know their coffee just like the farmer at the coffee farm would know. They are in much in love with their coffee so much that they experiment with coffee with vodka or wine. They are influencers online. Have a fan following, are looked up to for advice.

Paragana 2012

NMiMS, SBM Mumbai

Scope of the project

Ideas for TG engagement only through social media & digital media outside the web. No other ATL or BTL activities.

Paragana 2012

NMiMS, SBM Mumbai

Key criteria for the project

Feasibility of Implementation & alignment with the Brand Value Proposition. Results should be measurable. Student understanding of Social Media + Digital Media working model for brands

Paragana 2012

NMiMS, SBM Mumbai

Expected Output from the project: a. Strategic understanding and recommendation on: I. The best, optimized and integrated leverage of digital media amongst coffee connoisseurs in India. II. Topline view of a recommended strategy on social media, as well as digital media outside the web i.e mobiles.

b. Recommendation on brand approach to build: I. Reach : How does the brand build awareness through online media to drive traffic to the stores and Bru world cafes II. Convert: coffee lovers into Bru coffee lovers/ followers. III. Engage: Social media content that drives engagement with the TG

Paragana 2012

NMiMS, SBM Mumbai

Q&A
with
Guest Speaker : Mr.Vednarayan Sirdeshpande Head, Digital Strategy, OgilvyOne