Professional Documents
Culture Documents
Paragana 2012
October 19 2012
Digital Brief
Paragana 2012
Paragana 2012
Brand History
First entered the Indian market in 1962 under the brand name Green Label. Has been offering world class coffees under the brand name BRU. Leading coffee brand in India. Strong presence in in-home consumption. Building presence in Out of home coffee consumption with BRU WORLD CAFES. Has products for varied tastes: BRU exotica that is finest coffees from around the world. Brand Select and Bru Gold for strong, rich aroma and taste. BRU Lite for the people who dont like bitter taste.
Paragana 2012
Coffee culture in India True or False India is dominated by tea consumption. FALSE Annually, Coffee consumption in India has grown by 3% in 2011. Role Reversal: North drinks coffee and South drinks Tea.
Paragana 2012
World Citizens
Travelers
Paragana 2012
Paragana 2012
Bitter is better
Paragana 2012
Coffee is about
Great Conversations Expressing emotions
Work / Study
Creative kick
Me time
Paragana 2012
Mindshifts: From To
Paragana 2012
Mindshifts: From To
Paragana 2012
Mindshifts: From To
Paragana 2012
Mindshifts: From To
Paragana 2012
Paragana 2012
Content
Product Post
Brand
Generic
Events
Contest
Everyday Engagements
Unique Experiences
Paragana 2012
Paragana 2012
A community of coffee lovers to get coffee experiences and have coffee conversations.
Paragana 2012
Content
60 %
20 %
10 %
8% 2%
Product Post
Brand
Generic
Events
Contest
Paragana 2012
Vote for the coffee you want to bring to India. First social campaign in India in the coffee category to bring coffee of fans choice to India.
Contest: Coffee related questions and sent the winner to Brazil. Gained a strong fan base. Increased awareness on BRU Exotica.
A contest that asked users to share your live life 100 % moment with us. Gained a strong fan base. Increased awareness on Bru Gold.
* Greatest coffee lover and Live Life 100 % campaign together got 1 lakh fans.
Paragana 2012
Paragana 2012
BRUs Challenges
Considered as a brand from south. In process of its efforts to change perception for the brand, Starbucks enters India. Bru world cafes are only in Mumbai and there are about 7-8 cafes only. Threat from existing International coffee brands such as Costa coffee and Barista . Also from future entrants like Dunkin Donuts. Current content on the Facebook page is very generic and the scope not looked outside Facebook.
Challenges
Paragana 2012
Change brand perception. Create a unique coffee culture unique from existing coffee conversations online. Increase awareness of BRU Caf variants and trial leading to consideration then to loyalty.
Paragana 2012
Target audience Coffee lovers/ tryers. Open minded, young individuals, with finer tastes in life, go getters. Love their coffee just perfect. May not be world citizens yet but aspire to be reach there. Are social on social just they way they hang out with their friends offline. Coffee Connoisseurs Know their coffee just like the farmer at the coffee farm would know. They are in much in love with their coffee so much that they experiment with coffee with vodka or wine. They are influencers online. Have a fan following, are looked up to for advice.
Paragana 2012
Ideas for TG engagement only through social media & digital media outside the web. No other ATL or BTL activities.
Paragana 2012
Feasibility of Implementation & alignment with the Brand Value Proposition. Results should be measurable. Student understanding of Social Media + Digital Media working model for brands
Paragana 2012
Expected Output from the project: a. Strategic understanding and recommendation on: I. The best, optimized and integrated leverage of digital media amongst coffee connoisseurs in India. II. Topline view of a recommended strategy on social media, as well as digital media outside the web i.e mobiles.
b. Recommendation on brand approach to build: I. Reach : How does the brand build awareness through online media to drive traffic to the stores and Bru world cafes II. Convert: coffee lovers into Bru coffee lovers/ followers. III. Engage: Social media content that drives engagement with the TG
Paragana 2012
Q&A
with
Guest Speaker : Mr.Vednarayan Sirdeshpande Head, Digital Strategy, OgilvyOne