Bru Coffee Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Bru Coffee through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Bru Coffee Product Strategy:
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
This concludes the product strategy in Bru Coffee marketing mix & strategy.
Bru Coffee Price/Pricing Strategy:
Below is the pricing strategy in Bru Coffee marketing mix 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 flavors.
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Bru Coffee Place & Distribution Strategy:
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 mix 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 popularize itself as a youth brand among the masses. While their ad brimmed with the idea of being a messenger of happy news and emphasized 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 favorite amongst people who prefer authentic coffee. Bru Coffee has an excellent availability owing to a wide and strong distribution network.
It is one of the most widely produced and available coffee brand. The brand is available through almost all retail channels and ecommerce platforms.
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