Bru Coffee - CBMS Project

MARKETING STRATEGY FOR
“BRU” COFFEE , HINDUSTAN

UNILEVER LIMITED
USING FRAMEWORK OF THE TEXT
CONSUMER BEHAVIOR AND
MARKETING STRATEGY
BY PETER & OLSON FOR
AHMEDABAD MARKET
“ H a p p in e ss b e g in s w it h Br u”
Presented By:
NIKITA SANGHVI
SOURCE: CONSUMER BEHAVIOUR AND MARKETING STRATEGY, 7TH Edition, BRU COFFEE
By J. Paul Peter And Jerry C. Olson (2010), TMH Education Pvt. Ltd.
CBMS
 Step 1: Current Status of Product


Step 2: Current acbe’s (Components of WOCA)

N 
(Section 1 to Section 4)
O 
TI 
Step 3: Desired Status of Product (With

TA 
EN Reason)
ES 
PR  Step 4: Desired acbe’s

OF 
W  Step 5: Marketing Strategy for Creating

O Desired acbe’s
FL  (Section 5)

 Step 6: Justification
 (Why do you think whatever data has
been given will give the desired status of
product?) STEVENS BUSINESS SCHOOL
BATCH 2009-2011 BRU COFFEE
CBMS
• Bru is a power brand from the HUL's stable.

• A brand which pioneered the instant coffee
category in Indian market in 1969
U
BR
OF • Bru is the market leader in coffee segment
US with a value share of 49.6 %.
AT • Bru is positioned on the theme of happiness.
• The brand has the tagline " Happiness begins
ST
T
EN with Bru".
RR • The positioning and communication has been
CU consistent with the brand's promise of
kickstarting one's day with a Bru.
• Annual Consumption of Coffee: 1 lakh tonne
•
BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

CBMS
1.A Perspective on Consumer

Behaviour
a)
m
he 2.Affect and Cognition and Marketing
Strategy
Sc
nt
re 3.Behaviour and Marketing Strategy
4.The Environment and Marketing
ur
(C
T Strategy
EN
NT
CO

CBMS

2
N  AFFECT AND COGNITION AND
IO
MARKETING STRATEGY
CT
•
SE

CBMS
TYPES OF AFFECTIVE RESPONSES


Type of Level or Intensity or Examples of

Affective physiological strength of Positive and
Response arousal feeling Negative Affect
2
3. Emotions Higher arousal Love
bit and activation Stronger
hi
Ex
Specific
feelings
Moods Alert, Relax
Evaluations Lower arousal Weaker
and activation

CBMS
2
3.
bit
hi
Ex

CBMS
Cognitive Processes In Consumer Decision Making
5
3.
bit
hi
Ex

CBMS
ENVIRONMENT
Advetisement(33.33%), Salesman (33.34%), Family(33.34%),
INTRPRETATION PROCESS
COGNITIVE PROCESS
ATTENTION and COMPREHENSION

Sales promotion(33.33%), Jingle(66.67%) MEMORY
NEW KNOWLEDGE, MEANINGS AND BELIEF

w Ingredient (33.33%), Bitter Taste (33.33%), Nice Aroma (33.34%)
STORED KNOWLEDGE MEANING AND BEL

INTEGRATION PROCESS
ATTITUDES AND INTENTIONS DECISION MAKING

Favourable(66.67%) , Experiment (33.33%)
BATCH 2009-2011 Purchase- 1007%

STEVENS BUSINESS SCHOOL BRU COFFEE
CBMS
SCRIPT OF APPROPRIATE PROCEDURE

FOR BUYING A BRU COFFEE
NE

O
N
IO
AT
TU
SI
7
3.
bit
hi
Ex

CBMS

O
W 
T
N
IO
AT
TU
SI
7
3.
bit
hi
Ex

CBMS

E
RE
TH
N
IO
AT
TU
SI
7
3.
bit
hi
Ex

CBMS
8
3.
bit
hi
Ex

CBMS
Level of Product Knowledge

More abstract Less abstract
Product class Product form Brand Model/feature
Coffee (100%) Beans (66.67%) Tata Tea (50%)
Bru
(100%)
Nescafe
(100%)
Ground (100%) Tata Tea (100%)
Bru Jar: 100 gm, 200gm (100%)

1. 4 ti bi hx E
(100%) Packet: 11.5gm, 25gm, 50gm, 500gm (100%)

Variant: Instant (100%), Cappuccino, Berry
Black, Moca ber, Caramel, Mocha (33.33%)
Nescafe Jar:100gm, 200 gm (100%)

(100%) Packet: 10gm, 25 gm, 50 gm (100%)
Variant: Classic, Sunrise – Premium and
Special (100%)
Cappuccino, Chow Mocha,
Vanilla Latte (66.67%)

CBMS
TYPES OF PRODUCT KNOWLEDGE

2. 4 ti bi hx E

CBMS
 Means-End Chains OF PRODUCT

KNOWLEDGE
•
4. 4 ti bi hx E

CBMS
 MEANS END CHAIN

•
• DIRECT ELICITATION
• FREE SORT TASK
• TRIAD TASK
4.6
it
hib
Ex

CBMS
 DIRECT ELICITATION

• Product Form
• Price
• Ingredients
• Brand
• Size
6. 4 ti bi hx E
• Availability
• Variant
• Packaging

CBMS
FREE SORT TASK
4.6
it
hib
Ex

CBMS
TRIAD TASK

•
• Bru and Nescafe
4.6 • Tata Coffee

it ü POP : Taste, Variety of Flavours
hib
Ex ü POD : Availability, Strong Aroma

CBMS
KEY ATTRIBUTES CONSIDERED BY


CONSUMERS

• Aroma
• Flavour
• Availability
4.6
it
hib
Ex

CBMS
LADDERING - FLAVOUR
• You said that the Flavour in Coffee is important to you

in deciding what brand to buy? Why is that?
Because I like Strong and Dark Coffee.
(Psychosocial Consequences and Concrete Attribute)
• Why is it important to have Strong and Dark Coffee?

Because it keeps me awake and alert and so that I don’t
feel sleepy while doing CB Course Project .

7. 4 ti bi hx E
(Functional Consequences)
•
• Why is it important to remain awake and alert?
So that I can work passionately.
(Psychosocial Consequences)

•
BATCH 2009-2011
CBMS
• Why is it important to be passionate about work?

Because of this I’ll be able to work efficiently and give
better result.
R
OU (Instrumental Value)

AV
FL • Why is it important to give better result?
So that everybody will appreciate my work.
-
NG 
ERI • Why is it important to get appreciation from

everyone?
Then I’ll feel I am on the top of the world.
DD
LA ( Terminal Value)
4.7 •
it • Why it is important to feel that?
Because that will make me feel confident about myself.
hib ( Psychosocial Consequence)
Ex 
Why it is important to feel confident about yourself?

That’s it !!! ……………….

CBMS
A • You said that the Aroma in Coffee is

important to you in deciding what brand to
buy? Why is that?
M
Because it brings a smile on my face.
O
AR (Psychosocial Consequences)
G- 
IN • Why is it important to you to bring smile on

ER the face?
Because it refreshes me.
DD
LA

7
• Why is it important to you to get refresh?
Because it will then activate my senses.
4.
bit
hi •
Ex • Why is it important to you to activate your
sense?
So that I can think about new ideas.


CBMS
A • Why is it important to you to think about new

M ideas ?
So that I can represent myself as innovative
person.
O
(Instrumental Value)
AR
G- 
• Why is it important to you to represent yourself

IN
ER innovative?
DD So that I can differentiate myself in a crowd.
LA (Instrumental Value)
7 
4. • Why is it important to differentiate yourself in

bit a crowd?
So that I can capture the attention of everyone.
hi
(Psychosocial Consequence)
Ex
•
• Why is it important to capture attention of
everyone?
Because it gives
BATCH 2009-2011 STEVENS
me determination BRU COFFEE
BUSINESS SCHOOL to do better
CBMS
A • Why is it important for you to do better

M work?
Because it will give me social recognition.
O
(Terminal Value)
AR

G-
IN • Why is it important for you to get social
recognition?
ER
I don’t know!………………..
DD
LA
7
4.
bit
hi
Ex

CBMS
TY
LI • You said that the Availability in Coffee is
BI important to you in deciding what brand to
buy? Why is that?
LA So that I don’t have to wander around to buy
the product.
AI
AV
G- 
• Why is it important to you to not to wander

IN
ER around?
DD Because it will help me to save time.
LA (Functional Consequences)
7 
4. • Why is it important to you to save time?

bit So that I can get back to my home early and
hi spent more time with my friends.

Ex (Psychosocial Consequences)

CBMS
TY
LI • Why is it important to spent more time with
BI your friends?
Because I like to be with them.
LA
AI
AV •
G- • Why do you like to be with them?
Because it gives me pleasure.
IN
ER

DD
LA • Why is it important to you to get pleasure?
So that I can remain cheerful every time.
7
(Terminal Value)
4.

bit
hi • Why is it important to you to remain
cheerful?
Ex
Because cheerfulness gives me good health.
(Instrumental Value)


CBMS
TY
LI • Why is it important to you to remain in good
BI health?
So that I can remain physically fit.
LA
(Terminal Value)
AI
AV •
G- • Why is it important to you to remain
physically fit?
IN
So that I can look attractive.
ER
DD

LA
• Why is it important to you to look attractive?
7
Because this makes me feel good about me.
4.
(Terminal Value)
bit

hi
• Why is it important for you to feel good
about yourself?
Ex
That’s it !!! ………………

CBMS
• A MEC Model of Consumers’ Product

Knowledge
4
4.
bit
hi
Ex

CBMS
• A MEC Model of Consumers’ Product

Knowledge
4
4.
bit
hi
Ex

CBMS
int
e
qu
ni
ch
Te
on
ati
cit
Eli
r
ho
ap
et
M
an
m
lt
Za BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE
CBMS
et ni e uqi nhce T PRE-INTERVIEW INSTRUCTION

tl a Z e hT

m
CBMS
STORYTELLING
RELAX CHEERFUL
CELEBRATION
DELHI TRIP
GET TOGETHER
et ni e uqi nhce T
COLD WINTER DAY

tl a Z e hT
SUCCESSFUL TASK ACTIVATES BRAIN

m
CBMS
EXPAND THE FRAME

VOLLEYBALL MATCH
CELEBRATION
STATION
MY HOME
et ni e uqi nhce T
HOT SPRINGS
tl a Z e hT
AEROPLANE FLYING

m
CBMS
SENSORY IMAGES

AROMA: BABBLE
ew 
vi
er TASTE:

int
ET
M
Z
e
Th

CBMS
VIGNETTE

ew Hey Frenz! I am BruCoffee. Your

vi instant friend is now on duty. Just
er open the packet, add milk and sugar
int to me and I am prepared to as
ET quickly as you desire. I am a
M companion for good time, happy
Z time, success time, lovely time, relax
e time, bad times, idle time, sleepy
Th time, exhaustive time, lonely time….
My favourable taste and strong aroma
activates the nodes of your senses

and again you become a new,
improved, refreshed and enthusiastic
star. … 

CBMS
DIGITAL IMAGE

ew
vi 7
3 1
er
int
ET
M
4
Z
e
2
Th
6 5 2

CBMS
 MEC

• Aroma
• Flavour
ET • Availability

M
Z ZMET

& • Association with Self esteem, Socializing,

EC Happiness
M •


CBMS
 A Basic Model of Consumer Product
Involvement
8
4.
bit
hi
Ex

CBMS
t
en
m Consumer Characteristic
Young, Self Confident, Passionate, Socialising, (100%)
e
Achiever (33.33%), Strivers (66.67%)
lv
vo Intrinsic Self-relevance
In Product Characteristic Involvement
t Strong Taste Affective responses & activated knowledge about at
Price
uc Strong Aroma
od Variants
Packaging
Pr
Situational Self-relevance
er
Situational context
m Free samples
u Sales promotion
Celebrations Interpretation & integration
ns Less time to decide
Co

CBMS
•
N •
IO • Intentional exposure: 33.33 %
• Accidental exposure: 66.67 %
AT
M
R •
FO
IN
TO
RE
SU
PO
EX

CBMS
VARIATIONS IN COMPREHENSION
Automatic Processing
Highly Automatic More Controlled
Levels
Shallow Deep
3. 5 ti bi hx E
Elaboration
Less elaborated More elaborated
Memorability
Lower recall Greater recall

BRU COFFEE
CBMS
 LEVELS OF SPECIFICITY OF AN ATTITUDE
CONCEPT
1
6.
bit
hi
Ex

CBMS
SALIENT BELIEFS ABOUT AN OBJECT &

ATTITUDE TOWARDS AN OBJECT
1. 6 ti bi hx E

CBMS
Multiattribute Attitude Model
A o = ∑b e
3
6. i =1 i i
bit
hi
Ex Where,
Ao = Attitude towards the object
bi= strength of the belief that the object has attributes
ei= evaluation of attribute
n = Number of salient belief about the object

CBMS
3
6.
bit
hi
Ex
BRU COFFEE
CBMS
3
6.
bit
hi
Ex
BRU COFFEE
CBMS
2. 7 ti bi hx E

CBMS
 FORMING A CONSIDERATION SET OF BRAND

CHOICE ALTERNATIVES
3
7.
bit
hi
Ex

CBMS
 EFFECT OF INVOLVEMENT AND PRODUCT

KNOWLEDGE ON CONSUMERS’ PROBLEM
SOLVING PROCESSES

 High Involvement, High Knowledge

7
7.
bit
hi
Ex

CBMS

3
N  BEHAVIOUR AND MARKETING
IO
STRATEGY
CT
SE

CBMS
ADOPTION/PURCHASE PROCESS

1
8.
bit
hi
Ex

CBMS A Common Behaviour Sequence for a Coffee
Purchase
2. 8 ti bi hx E

CBMS
Measure Consumer Behavior
Consumption stage Types of behavior Example of behaviors
Sales Promotion
Information contact WOM
Advertisement
Pre purchase
Funds Cash in Hand
Locate outlet
Store contact Enter Outlet
Purchase Product contact Obtain Product
Transaction Take product at home
Consumption & Disposition Consumption

Post purchase
Communication Tell others about product

BRU COFFEE
CBMS
FACTORS AFFECTING INFORMATION SEARCH BY

CONSUMERS
INCREASING THE INFLUENCING FACTOR CAUSES SEARCH
INFLUENCING FACTOR TO:
3
8.
bit
hi
Ex

CBMS
THE PROCESS OF CLASSICAL

CONDITIONING

Unconditioned stimulus
Unconditioned response

Neutral stimulus-
Unconditioned stimulus - Product Song/ Tagline
Commercials in TV serials Unconditioned response
1. 9 ti bi hx E
Conditioned response –
Conditioned stimulus Feelinf of Friendship and Happines

CBMS
 OPERANT CODITIONING

Sales Promotion Technique


• Free Sample
• Purchase of Product
4 
Entry into store

9. 
• Display ad
bit
• Purchase in Store
hi
Ex 

CBMS
Approach to influencing Overt Behaviors
.1
10
bit
hi Market
ut consum er’s affect ing Mix
, cognit st im
ions, uli placedInfluence
behaviors consument
in t he environm er’s affect and cognit overt
Influence ions consum er beh
Ex
Consumer research data

Sales, market share data

CBMS
Strategies Designed to Influence Overt Consumer

Behavior
.2
10
bit
hi
Ex

CBMS

4
N  INTRODUCTION TO THE
IO
ENVIRONMENT
CT
SE

CBMS
SITUATION 1
• Lazy – Exhausted
• Environment: in the classroom, attending
1 session
n • Goal: To get Rejuvenate
tio • Affect/Cognition: Feeling Sleepy but want to
ua get alert
Sit • Behaviour: Went to Canteen, ask for coffee
ng and go back to the class
yzi •
SITUATION 2
al
An • Friends – Ge togather
• Environment: Enjoyment, fun time, Noisy
envt.
• Goal: To Spent quality time and get pleasure
and collect some memories
• Affect/Cognition: Happy and excited to be
with friends
BATCH 2009-2011
CBMS
FIV E GEN ERIC CON SUM ER

SITUATION S
Situations Generic Behaviour Specific Behaviour
and Environment
.2 Information Information TV ads, WOM
11 Acquisition Contact
bit Shopping Store Contact
Communication P-o-P display
hi Product Contact Comparing Brands
Ex Consumption Use Haves the coffee
Disposition Disposal Reuse - Flavour
Lock Packaging

CBMS
MODEL OF CULTURAL PROCESS

Cultural meaning in social and physical environment
Marketing strategiesFashion System Other Institutors
.3
12 Cultural meaning in Product and Service
bit
Rituals
hi
Acquisition Nurturing
Ex Possession Personalization
Exchange Divestment
Grooming
Cultural meaning in Consumer
Social Interaction Intentional Actions

CBMS
TYPES OF SUBCULTURE
Demographic Characteristics Subcultures

Age 21 – 26 yrs
1 Religion Hindu
13. Race Asian
it Income Level -
hib Nationality Indian
Gender Females (66.67%), Males
Ex
(33.33%)
Family Type Parents and two kids
Occupation Students
Geographic Region Ahmedabad
Community Thaltej (33.33%).
Maninagar(66.67%)

CBMS
TYPES OF REFERENCE GROUPS


Types of Reference Key Distinction And Characteristics

Groups
Formal Reference groups have clearly specified
Formal/Informal structure, informal groups do not.
1
14. Primary reference groups involve direct, face to face
it Primary/Secondary interaction; Secondary groups do not.
(Family and Friends)
hib
People become formal members of membership
Ex Membership reference groups
People aspire to join or emulate aspirational

Aspirational reference groups
People seek to avoid or reject dissociative groups

Dissociative

CBMS
EFFECT OF PUBLIC-PRIVATE AND LUXURY-NECESSITY
DIMENSIONS ON
REFERENCE GROUP INFLUENCE FOR PRODUCT AND BRAND
CHOICE
2
14.
it
hib
Ex

CBMS
MA
HE
SC
T
EN
RR
CU
3.6
it
hib
Ex
Bit
CBMS
 CONSUMER ANALYSIS AND

MARKETING STRATEGY
5 
ON
CTI
SE

CBMS
• Repositioning:
A companion not just associated with happiness but
also with self confidence, self appreciation , self

recognition.

US • Re-launch the various flavours of BruCoffee as

AT companion for different affective responses.
ST •
ED • Introduce the whole range of Bru Coffee as
SIR “Café in your own Home”
DE 
• Remove the node of “Strong Taste” as one of the

reason for low A0

CBMS
B r u ( O r ig in a l)
A
M
HE
SC
D
RE
SI
DE
B ru E x p re sso
CBMS
Ta sk In M a r ke t Se g m e n t a t ion
.1
15
bit
hi
Ex

CBMS
Se g m e nt a t ion Ba se s f or
n Consu m e r M a r ke t s
io Segment bases Categories
tat Geographical Segmentation
en Region Ahmedabad
m Density Urban
g Climate Warm
Se Demographic Segment
Age 18+
t
Gender Male, Female
ke
Disposable Income Rs. 1000 and more
ar
M
Occupation Students, Professional
Education Graduation, Post Graduation
Marital Status Single, Married
BRU COFFEE
CBMS
n
io Segment bases Categories
tat Socio cultural Segmentation
en Culture Indian
m Race Asan
g Nationality Indian
Se Social Class Upper and Middle Class
t Behavior Segmentation
Media Usage TV, Internet
ke
ar
Loyalty Status Intense Loyal
M
Usage Rate Low
Usage Situation Home, outing
BRU COFFEE
CBMS
 BRAND COMMITMENT AND PURCHASING

PATTERN
.3
16
bit
hi
Ex

CBMS
 BRAND LOYALTY AND USAGE RATE


.4
16
bit
hi
Ex

CBMS
TYPES OF AFFECTIV E RESPON SE
.1
17
bit
hi
Ex

CBMS
Promotion Strategy
Attitude towards Ad Catching Attention and
elaborated comprehension
Persuasion process Focus on Central information
Information Contact First Accidental information
.1 through TV and sales
17 promotion tools which lead to
bit Word of mouth intentional
High WOM; search
hi communication high visibility at each and
Ex every component of
Clutter Growing no. of promotional
environment
strategy but Bru can
differentiate by giving the
information of its variant
Level of Competition Intense competition

CBMS
TWO ROUTES TO PERSUASION IN THE

ELM
.3
17
bit
hi
Ex

CBMS
Ex AN ANALYSIS OF CONSUMER VULNERABILITY

hib ATTITUDE TOWARDS OUR BRAND
it TWO DIMENSION
17. Neutral Dislike
Like
5
Buy regularly Our regular customers who are vulnerable to our compet
Loyal to our brand
PAST
PURCHASE PATTERNS
OF OUR BRAND Buy Occasionally
Occasional customers who are vulnerable to our competitors
Customers of competing brands who are vulnerable to our brand

Never Buy Forget it

CBMS
THE MECCAS MODEL


.6
17
bit
hi
Ex

CBMS
.6
17
bit
hi
Ex

CBMS
The W he e l of Con sum e r Ana lysis:

•
Cha nne l St r a t e g y Issue s
•
•
.1
19
bit
hi
Ex

CBMS
Channel Strategy
Store Image Assortment, Pricing
Store Atmosphere Physical Approach
Store Contact Visibility of the store ads,
Store Loyalty Style in department
Reinforcing property
Store Layout Grid Layout
In-store Stimuli P-o- p displays, signage,
Store Location price information
Near-by store, superstores,
chemist shops

CBMS
 ***THANK YOU***

Bru Coffee - CBMS Project

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MARKETING STRATEGY FOR

“BRU” COFFEE , HINDUSTAN

 Step 1: Current Status of Product

Step 2: Current acbe’s (Components of WOCA)

Step 3: Desired Status of Product (With

PR  Step 4: Desired acbe’s

W  Step 5: Marketing Strategy for Creating

• Bru is a power brand from the HUL's stable.

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

1.A Perspective on Consumer

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

TYPES OF AFFECTIVE RESPONSES

Type of Level or Intensity or Examples of

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

ATTENTION and COMPREHENSION

NEW KNOWLEDGE, MEANINGS AND BELIEF

STORED KNOWLEDGE MEANING AND BEL

ATTITUDES AND INTENTIONS DECISION MAKING

BATCH 2009-2011 Purchase- 1007%

SCRIPT OF APPROPRIATE PROCEDURE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

SCRIPT OF APPROPRIATE PROCEDURE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

SCRIPT OF APPROPRIATE PROCEDURE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

Level of Product Knowledge

Coffee (100%) Beans (66.67%) Tata Tea (50%)

Bru Jar: 100 gm, 200gm (100%)

(100%) Packet: 11.5gm, 25gm, 50gm, 500gm (100%)

Nescafe Jar:100gm, 200 gm (100%)

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

TYPES OF PRODUCT KNOWLEDGE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

 Means-End Chains OF PRODUCT

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

 MEANS END CHAIN

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

FREE SORT TASK

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

4.6 • Tata Coffee

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

KEY ATTRIBUTES CONSIDERED BY

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

• You said that the Flavour in Coffee is important to you

(Psychosocial Consequences and Concrete Attribute)

• Why is it important to have Strong and Dark Coffee?

feel sleepy while doing CB Course Project .

STEVENS BUSINESS SCHOOL BRU COFFEE

• Why is it important to be passionate about work?

ERI • Why is it important to get appreciation from

Why it is important to feel confident about yourself?

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

A • You said that the Aroma in Coffee is

IN • Why is it important to you to bring smile on

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

A • Why is it important to you to think about new

• Why is it important to you to represent yourself

4. • Why is it important to differentiate yourself in