BRU Hindustan Unilivers only coffee brand and sold only in India.

1st Time an FMCG brand has taken the initiative to set up a caf to promote product BRU World Caf currently has very limited exposure
5 branches-malad, bandra, Juhu, versova, andheri

Step 1- Review of Marketing Plan

Launched by Hindustan Unilever, the objective of Bru World Caf was to bring various coffee experiences across the globe to the Indian palette The hidden objective was to promote HULs coffee brand BRU The caf hasnt been very famous so far and very few people know about it.

Thus, brand awareness and promotion the two most crucial parts HUL is the market leader in the overall coffee segment with a range of products in conventional coffee, ice and hot cappuccino and out-of-home vending space It has roped in Bollywood actors Shahid Kapoor and Priyanka Chopra as brand ambassadors to push its Bru brand. High competition from Caf Coffee Day, Barista, Costa Coffee, Gloria Jeans and soon-to-be launched Starbucks Coffee

Step 2- Analysis of Promotional Program Situation

Internal Analysis: Though it hasnt been successful in marketing BWC so far. Previous examples of other products in various segments have proved HULs capability to implement promotional program. External Analysis: Cafes are now consider like hangouts by consumers. The organised coffee market is continuously on a rise Rising affluence in the country and the fact that consumers now spend more time out of home point to the high potential of coffee retailing business

 like most of the cafes, we also aim to attract the youth in large numbers, specially the college going crowd

Are target audience is the youth segment in the ae group 14-25. Market position is also as a youth center with romance/ love being the method of communication

Step 3- Analysis of Communication Process

As per the reviews on burpp, most of the people seem to be very impressed with the ambience of the place, but the coffee is barely satisfactory.

As quoted of one its customers, They need to bump up the taste factor in the menu - seems like a poor cousin of the incumbents.
With this move, HUL expects to leverage its portfolio of F&B brands and products to enhance consumption and brand experience.

Step 4- Determination of Budget

Using print, PR, hoardings, contests, vouchers, discount coupons and sponsorships is Rs. 18 lakh for the first month

Step 5- Develop IMC Program

Public Relations and Print

Organise and Publicise events with Shahid Kapoor and Priyanka Chopra on various caf outlets Through social media sites and print, organise contests and give Date with Shahid/ Priyanka as award. Organise BRU How to ask a Girl Out for Coffee Contests

 Introduction of BRU Hotline- a quick service for tips on brewing the best coffee, selecting the best coffee, evaluating individuals coffee tastes and any feedback/ suggestion.
Launch of BRU Guru on Radio. Saw a girl and dont know how to ask her out? Call Bru Guru. Tagline: BRU, the best part of a date!

Caption this photo Contest

(using brand ambassadors helps building brand equity)

Direct Marketing & Online Marketing

Visit campuses across the city and play fun games, tasks and love quizzes with them Tie-up with College Festivals to set up BRU Caf Stalls. Give free Caf vouchers, discount coupons etc so that the youth is encouraged to visit the caf once atleast

 To set apart the caf and ensure a unique experience for the youth, play a game in the caf every one hour and distribute BRU merchandise

Example, anyone wearing red shoes or yellow tshirt or carrying a blue bag will get a gift. Also release and circulate BRUTIPS online to create brand awareness and rank in the cool factor Release comic strips to connect with the youth through the brand.

Brutip#19 The internet is not the place to have your argument. Take her for coffee.
Brutip#56 Technically the longer you wait to ask her out , the shorter your relationship would be, take her out for coffee NOW

Brutip#39 if the worst that can happen is someone saying ,no, its worth a try
Brutip#21 Dont be intimidated by their ex bro. Just because theres a goalie doesnt mean you cant score

Brutip#33 DRINK COFFEE. Do stupid things faster with more energy

Bru#23 Bru, always to your rescue bro. Bru#23 Sleep is a symptom of Caffeine Derivation Bru#74 Coffee should be Black as Hell, Strong as Death and Sweet as Love

Bru#56 Coffee and Love both taste best when hot. Bru#89 Given enough Coffee, I could rule the WORLD! Bru#43 Chocolate.. Men Coffee.. Some things are better RICH

crazy weather , today, huh?

:I yeah

My lenses turn dark in the sunshine of your love.

OH NO

Hey! I was wondering you youd wan to come with me o BRU WORLD CAFE

Step 6- Integrate & Implement Marketing Communication Strategies

 All the strategies aim at the same thing- creating brand awareness and encouraging higher customers Romance is the theme Love and teenage attraction The brand ambassadors are young and all contests are aimed towards attracting the youth.

Step 7- Monitor Evaluate and Control IMC Progam

Promotional Results
Has successfully projected itself as affordable youth-oriented brand and has got high rating for both their prices and their value for money. BWC has created a strong base for expansion and growth Measures to control and adjust promotional strategy: frequent advertising in the initial stage by print , billboards and radio.