Aravind S Rajat Barve Dipesh kaien Phiroz Pattnayak Rahul Paul Prakash Kumar

MARKETING STRATEGY FOR BRU WORLD CAFE

Situation Analysis
Bru is India s largest Coffee brand in terms of Volume Key Trend is Conversation over Coffee 1500 cafes in India up from 200 in 2002 Organized Caf Industry valued at $185 million growing at 25 % Major Competitors are caf coffee day and Barista

CAF COFFEE DAY

Established brand image Lower pricing and No Segmentation Almost 2000 outlets all over India Reinvigorating the brand

BARISTA LAVAZZA
Lavazza, an international name Known as pioneers in Indian coffee culture Targets the same set of audience Strong consumer loyalty Multiple tie-ups like LiveMedia, Virgin, ABN Amro

Problem Analysis
Increasing footfall Generating more revenue Differentiating BRU World Caf from others

TARGET AUDIENCE
Young Indian professionals
Age group: 25 to 35 years A and A+ category

Coffee loving Well exposed to better offerings of the world

Marketing Strategy
Laminate the table with plastic sheets . These plastic sheets will have games on them. These sheets can be easily changed whenever wished or when a customer has played a game like crossword or Sudoku. This will ensure that customers sits in a caf for a longer period Divide the cafes into bays like Beats and Beans, Game! On and Bears , Bulls and Beans

Marketing Strategy( Cont)

The bays will not have a physical but a symbolic partition. The walls , the surroundings , everything about a particular bay will reflect the theme of the bay. Loyalty cards and points Pamphlets with each Bru coffee pack only in the region where BRU world caf is present

LAMINATED BOARD GAMES

Game! On
Board games generally provided as Boards . Customers have to ask for it Most customers don t We will have board games laminated on the table Plastic sheets will be changes daily. 5 board games will be provided initially. Customers can submit the request for change of board games and at the end of the week , games receiving maximum requests will replace the game least desired which will create sustainability of the model These games will in form of plastic sheets laminated on every table.

BAYS

Beats and Beans Bay

More intriguing it is, the better it is. Customers should take away something every time they visit the caf. This will be value addition to the customers at its intriguing best. Some of the most talented musicians have died at the age of 27. These musicians have great fan following and there are many intriguing facts about them . Having them on the wall will create a huge impact on the minds of the customer who will be from A and A+ crowd

CLUB 27

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Bulls Bears and Beans Bay Many buisness meetings happen over a coffee. This bay will create a Virtual Office for the customers. Laptop chargers will be provided. Paper with Bru World caf in the background to take down the minutes of the meeting. Economic times , Mint and business magazines will be provided.

Just Coffee bay

This bay will be dedicated to coffee enthusiasts. Trivia about coffee will contain: History and origin Difference between beans Brewing techniques Different types of coffee Nutritional Contents of different coffees served at Bru World caf.

T-SHIRTS
Rewarding high spenders with T-Shirts on weekends
On spending more than ` 1500 per table Cost of each T-Shirt: ` 150

5000 T-Shirts to be given away Four month promotional period

SAMPLE T-SHIRT DESIGNS

FOR THE CLASSY ONES

FOR THE NERDY ONES

MINI PAMPHLETS
To be attached with BRU Instant Coffee packs 4 pages, each page size: 2 x 1.5 200,000 pamphlets to be distributed 80% to the nearby shops and outlets Will depict the Class Apart aspect Rear side will contain addresses of all BWC

KIOSKS ON ELECTRIC POLES

To show distance of nearest BWC Within 2-3 km radius of an outlet Low height Near traffic signals, busy areas Size: 2m x 1.5m

POSTERS
To be put up next to Points of Purchases(PoP)
BRU Coffee Kiosks Lipton Kiosks

Target the nearest 500 offices Size: 40cm x 30cm

THE COFFEE MAGAZINE

Non-takeaway magazine Glossy and attractive, good quality Will include:
History of coffee The BRU philosophy The way BWC serves a uniquely blended culture

COST ESTIMATE
Marketing Strategy
T-Shirts Mini pamphlets Kiosks on Poles Posters The Coffee Magazine Labor, Transport and other miscellaneous costs TOTAL EXPENDITURE Estimated Quantity (For

Estimated Cost

( in `)

all outlets together)

3500 200,000 150 750 175 525,000 400,000 825,000 100,000 50,000 100,000 2,000,000

THANK YOU!