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open. The flavor lock is a plastic clip which will lock the flavor from escaping. More than
actually locking the flavor, the lock gives a psychological belief that the flavor will not the
lost.
Bru is a brand which has reached the commanding position following methodologically all
the critical elements for marketing success:
Customer centric innovation
Aggression
New product development.
The Challenge
Coffee has an image in the mind of the people as a drink to be had on special occasions. The
marketing challenge, thus was to convert these special occasions to bru instant coffee
occasions.
As the people were a mix of tea and coffee drinkers, conveying the right message across the
segment was the key challenge for the company.
With multiple communicators of differing individual capabilities, delivering a standardized
yet customized message consistently was an even bigger challenge for bru. The most target
consumers have a not so welcoming attitude to door-to-door salesman.
Bru marketing strategy involved innovative media vehicles which helped it to reach large
number of customers.
HUL's coffee brand Bru, bagged 2 gold awards at the third edition of the Rural Marketing
Association of India (RMAI)
The brand won two gold awards for its instant coffee connect campaign. One, in the category
of Best Innovative Rural Marketing Initiative and another for Innovative Communication.
The winning campaign was conducted across Karnataka and Andhra Pradesh with the main
aim of increasing penetration of Bru instant coffee.
The campaign was activated through a promoter going home-to-home with a body mounted
DVD player and showing AV of beverages to homemakers. After showing the AV, simple
questions based on the AV were asked and a Bru Instant coffee sachet sample was given, thus
completing the process of awareness, interest & trial. Through this activity, 2.4 million
households have been contacted in 2010.
References
Rural Marketing - Pradeep Kashyap - Google Books. [ONLINE] Available
at:http://books.google.co.in/books?id=8XE8BAAAQBAJ&pg=PA107&lpg=PA107&dq=bru
+rural+marketing&source=bl&ots=HoqaKiHXIQ&sig=KzzekZpHfTx22jI6D2btL2tz5RY&h
l=en&sa=X&ei=hBdqVJKEGdOwuASq54KIBg&ved=0CCoQ6AEwAg#v=onepage&q=bru
%20rural%20marketing&f=false. [Accessed on 16 November 2014].
HUL's Bru brews up a catchy marketing activity. [ONLINE] Available
at:http://www.afaqs.com/news/story/27936_HULs-Bru-brews-up-a-catchy-marketingactivity. [Accessed on 16 November 2014].
Marketing Practice: Bru : Happiness Begins with Bru. [ONLINE] Available
at:http://marketingpractice.blogspot.in/2008/11/bru-happiness-begins-with-bru.html.
[Accessed on 16 November 2014].
Hindustan Unilever ltd. 2014. Hindustan Unilever ltd. [ONLINE] Available
at:http://www.slideshare.net/rasharo/hindustan-unilever-ltd. [Accessed on 16 November
2014].
Brands in action | India. [ONLINE] Available at: http://www.hul.co.in/brands-inaction/detail/Bru/303748/. [Accessed on 16 November 2014].