Published by MBA Skool Team, Last Updated: January 26, 2019
Marketing Strategy of Bru Coffee analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Bru Coffee marketing mix, help the brand succeed.
Bru Coffee marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Bru Coffee Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Bru Coffee Product Strategy:
The product strategy and mix in Bru Coffee marketing strategy can be explained as follows:
Bru Coffee is one of the leading coffee brands in India. Bru Coffee holds approx. 50% of the market share and has gone up in the southern region of India, clearly making it the market leader in coffee segment and one of the highly preferred coffee brand in India. It has a wide range of offerings in its marketing mix product portfolio that caters to the taste and preference of consumers. The products range from Bru Lite which is light tasting to Bru Cappuccino that has hard flavours. Bru Roast & Ground and Bru Select are other two other varieties of filter coffee. Bru Instant and Bru Gold comes under the category of Instant Coffee. Their launch of cold coffee variants indicate that Bru Coffee has put a lot of emphasis on offering new flavours to capture the interest of consumers. The launch of new flavours intrigued the customers to try at least some variants.
Image: company website
Bru Coffee Price/Pricing Strategy:
Below is the pricing strategy in Bru Coffee marketing strategy:
Bru Coffee follows multiple pricing strategies for its products.
They have followed a penetration strategy for most of its variants to give a tough competition to brands like Nescafe. They have wisely kept the price of sachets low in order to entice the customers to try a new variant like Bru Instant Cold Coffee and Bru Cappuccino. They also have one of their products i.e. Bru Exotica placed in the premium price category ranging from 150 INR for flavour of Brazil to 300 INR for flavour of Kilimanjaro. This premium range is for Indians who have travelled abroad and acquired the taste of international flavours.
Following is the distribution strategy in the Bru Coffee marketing mix:
Bru Coffee launched multiple variants of coffee to target a wide segment of population. It is made available from retail shops, discount stores, convenience stores to supermarkets in the form of jars as well as sachets and large packs with flavour lock. They have also partnered with various corporate offices and cafes that serve a range of quality beverages like Cappuccino, Latte, Americano, etc. Apart from these, it is also operational on the e-commerce segment to increase its consumer base. Bru had opened 5 cafes in Mumbai, known as BRU World Café which worked quite well before it was shut down later on. The café was launched primarily to conduct a study on their consumer choices and opinions.
Bru Coffee have primarily focused on intensive distribution where the consumer encounters their products virtually everywhere, they go.
Bru Coffee Promotion & Advertising Strategy:
The promotional and advertising strategy in the Bru Coffee marketing strategy is as follows:
Bru Coffee has been involved in aggressive promotional strategy to position itself as a beverage that invokes happiness and love among people. Its famous taglines are –
‘Bru se hothi hai khushiyan shuru’, ‘Ek Cup Bru aur mood ban jaye’, ‘Happiness begins with Bru’.
Various rising stars of Bollywood had been roped in to endorse the brand as brand ambassadors. This had been mainly done to popularise itself as a youth brand among the masses. While their ad brimmed with the idea of being a messenger of happy news and emphasised on romantic relationships, they also focused on branding through online conversations. Their innovation in packaging like zipper and aroma lock package has made it even more popular for its usefulness on the go.
Hence this completes the marketing mix of Bru Coffee.
About Bru Coffee:
Introduced in 1968 under parent company Hindustan Unilever Limited, with a wide variant of products under the brand, it has made itself a favourite amongst people who prefer authentic coffee. Bru Coffee has an excellent availability owing to a wide and strong distribution network.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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