Você está na página 1de 85

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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS


2
N  AFFECT AND COGNITION AND
IO
MARKETING STRATEGY
CT

SE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

2
3.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS
Cognitive Processes In Consumer Decision Making

5
3.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

SCRIPT OF APPROPRIATE PROCEDURE


FOR BUYING A BRU COFFEE
O
W 

T
N
IO
AT
TU
SI
7
3.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

SCRIPT OF APPROPRIATE PROCEDURE


FOR BUYING A BRU COFFEE
E
RE
TH
N
IO
AT
TU
SI
7
3.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

8
3.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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%)

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

TYPES OF PRODUCT KNOWLEDGE


2. 4 ti bi hx E

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

 Means-End Chains OF PRODUCT


KNOWLEDGE

4. 4 ti bi hx E

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

 MEANS END CHAIN



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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

 DIRECT ELICITATION

• Product Form
• Price
• Ingredients
• Brand
• Size
6. 4 ti bi hx E

• Availability
• Variant
• Packaging

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

FREE SORT TASK

4.6
it
hib
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

TRIAD TASK


• Bru and Nescafe

4.6 • Tata Coffee


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

KEY ATTRIBUTES CONSIDERED BY


CONSUMERS

• Aroma
• Flavour
• Availability
4.6
it
hib
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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)

STEVENS BUSINESS SCHOOL BRU COFFEE



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.

(Psychosocial Consequences)
-
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 !!! ……………….

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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
(Psychosocial Consequences)
LA

7
• Why is it important to you to get refresh?
Because it will then activate my senses.
4.
(Functional Consequences)
bit
hi •
Ex • Why is it important to you to activate your
sense?
So that I can think about new ideas.

(Psychosocial Consequences)

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE



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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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
(Functional Consequences)
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)


BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE
CBMS
TY
LI • Why is it important to spent more time with
BI your friends?
Because I like to be with them.
LA
(Psychosocial Consequences)
AI
AV •
G- • Why do you like to be with them?
Because it gives me pleasure.
IN
(Psychosocial Consequences)
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)

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE



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
(Psychosocial Consequences)
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 !!! ………………

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

• A MEC Model of Consumers’ Product


Knowledge

4
4.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

• A MEC Model of Consumers’ Product


Knowledge

4
4.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


m
CBMS

SENSORY IMAGES

AROMA: BABBLE
ew 
vi
er TASTE:

int
ET
M
Z
e
Th

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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. … 
BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE

CBMS

DIGITAL IMAGE

ew
vi 7
3 1
er
int
ET
M
4
Z
e
2
Th

6 5 2

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

 MEC

• Aroma
• Flavour
ET • Availability

M
Z ZMET

& • Association with Self esteem, Socializing,


EC Happiness
M •

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS
 A Basic Model of Consumer Product
Involvement

8
4.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

SALIENT BELIEFS ABOUT AN OBJECT &


ATTITUDE TOWARDS AN OBJECT
1. 6 ti bi hx E

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

3
6.
bit
hi
Ex

BRU COFFEE
CBMS

3
6.
bit
hi
Ex

BRU COFFEE
CBMS
2. 7 ti bi hx E

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

 FORMING A CONSIDERATION SET OF BRAND


CHOICE ALTERNATIVES

3
7.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

 EFFECT OF INVOLVEMENT AND PRODUCT


KNOWLEDGE ON CONSUMERS’ PROBLEM
SOLVING PROCESSES

 High Involvement, High Knowledge


7
7.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS


3
N  BEHAVIOUR AND MARKETING
IO
STRATEGY
CT
SE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

ADOPTION/PURCHASE PROCESS

1
8.
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

 OPERANT CODITIONING

Sales Promotion Technique


• Free Sample
• Purchase of Product
4 

Entry into store


9. 

• Display ad
bit
• Purchase in Store
hi
Ex 

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

Strategies Designed to Influence Overt Consumer


Behavior

.2
10
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS


4
N  INTRODUCTION TO THE
IO
ENVIRONMENT
CT
SE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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
STEVENS BUSINESS SCHOOL BRU COFFEE
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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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%)

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS
EFFECT OF PUBLIC-PRIVATE AND LUXURY-NECESSITY
DIMENSIONS ON
REFERENCE GROUP INFLUENCE FOR PRODUCT AND BRAND

CHOICE

2
14.
it
hib
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

MA
HE
SC
T
EN
RR
CU
3.6
it
hib
Ex

Bit
BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE
CBMS

 CONSUMER ANALYSIS AND


MARKETING STRATEGY
5 
ON
CTI
SE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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
BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE
CBMS

Ta sk In M a r ke t Se g m e n t a t ion

.1
15
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

 BRAND LOYALTY AND USAGE RATE


.4
16
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

TYPES OF AFFECTIV E RESPON SE

.1
17
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

TWO ROUTES TO PERSUASION IN THE


ELM

.3
17
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

THE MECCAS MODEL


.6
17
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

.6
17
bit
hi
Ex

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


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

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE


CBMS

 ***THANK YOU***

BATCH 2009-2011 STEVENS BUSINESS SCHOOL BRU COFFEE