bru coffee cbms project

BRU COFFEE

MARKETING STRATEGY FOR “BRU” COFFEE , HINDUSTAN

UNILEVER LIMITED USING FRAMEWORK OF THE TEXT

CONSUMER BEHAVIOR AND MARKETING STRATEGY BY PETER & OLSON FOR AHMEDABAD MARKET

Presented By:

NIKITA SANGHVI

SOURCE: CONSUMER BEHAVIOUR AND MARKETING STRATEGY, 7TH Edition, By J. Paul Peter And Jerry C. Olson (2010), TMH Education Pvt. Ltd.

“Happiness begins with Bru”

http://3.bp.blogspot.com/_1pKvii0Z9Cs/SSp1aOJiyiI/AAAAAAAABU0/lQN3qlZRqdc/s1600-h/brumain.jpg

BRU COFFEESTEVENS BUSINESS SCHOOL

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2

FLO

W O

F P

RES

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TATIO

NStep 1: Current Status of Product Step 2: Current acbe’s (Components of WOCA)

(Section 1 to Section 4) Step 3: Desired Status of Product (With

Reason) Step 4: Desired acbe’s Step 5: Marketing Strategy for Creating

Desired acbe’s(Section 5)

Step 6: Justification

(Why do you think whatever data has been given will give the desired status of product?)BATCH 2009-2011


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T S

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• Bru is a power brand from the HUL's stable.

• A brand which pioneered the instant coffee

category in Indian market in 1969

• Bru is the market leader in coffee segment

with a value share of 49.6 %.

• Bru is positioned on the theme of happiness.

• The brand has the tagline " Happiness begins

with Bru".

• The positioning and communication has been

consistent with the brand's promise of

kickstarting one's day with a Bru.

• Annual Consumption of Coffee: 1 lakh tonne

BATCH 2009-2011


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1. A Perspective on Consumer

Behaviour

2. Affect and Cognition and Marketing

Strategy

3. Behaviour and Marketing Strategy

4. The Environment and Marketing

Strategy

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SEC

TIO

N 2

AFFECT AND COGNITION AND MARKETING STRATEGY

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TYPES OF AFFECTIVE RESPONSES

BATCH 2009-2011

Type of Affective Response

Level or physiological arousal

Intensity or strength of

feeling

Examples of Positive and

Negative Affect

Emotions

Higher arousal

and activation

Stronger

Love

Specific feelings

Moods Alert, Relax

EvaluationsLower

arousal and activation

Weaker


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Alert33%

Love33%

Relax33%

TYPES OF AFFECTIVE RESPONSES

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Cognitive Processes In Consumer Decision Making


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ENVIRONMENT Advetisement (33.33%), Salesman (33.34%),

Family(33.34%),

INTRPRETATION PROCESS

ATTENTION and COMPREHENSIONSales promotion(33.33%),

Jingle(66.67%)

NEW KNOWLEDGE, MEANINGS AND BELIEF

New Ingredient (33.33%), Bitter Taste (33.33%), Nice Aroma (33.34%)

INTEGRATION PROCESS

ATTITUDES AND INTENTIONS DECISION MAKING

Favourable(66.67%) , Experiment (33.33%)

Purchase- 1007%

STORED KNOWLEDGE MEANING AND BELIEF

MEMORY

COGNITIVE PROCESS

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SIT

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SCRIPT OF APPROPRIATE PROCEDURE FOR BUYING A BRU COFFEE

BATCH 2009-2011

Enter the Mom and Pop shop

Asked for household products

Asked for a strong coffee brand

Salesman told about Bru

Checked the ingredients and price

Compared it with the preferred brand

Choose to try the new coffee

Went to cash counter

Pay the bill


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SIT

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N T

WO


BATCH 2009-2011

Enter Star Bazaar

Went to Beverage Department

Looked for Coffee products

Remembered the jingle of Bru

Looked for Bru

Decided to buy it

Went to the cash counter

Pay the bill


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SIT

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HR

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BATCH 2009-2011

Enter Mom and Pop shop with Mom

Saw the Point of Purchase display of Bru

Remembered the ad of Bru

Decided to buy Bru

Went to cash counter

Pay the bill


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BATCH 2009-2011

TYPES OF COGNITIVE LEARNING

Accretion• HUL Co.• Strong taste• Jingle• Famous in South• Price

Tuning• About Brand

• Trusted Company• Famous in South• Jingle

• About Coffee• Chicory• Strong taste• Aroma• Affordable Price

• Activated Sense• Feel Refresh• Feel Alert

• Packaging• Jar• Sachet• Packet

Restructuring• About Brand

• Famous in South• Trusted Company

• About Coffee• Strong taste• Good Aroma

• Variants• Cappuccino• Vanilla• Choco Crème• Strawberry

• Activates Brain• Feel Refresh• Alert

• Packaging• Jar• Sachet• Packet


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Level of Product KnowledgeMore abstract Less abstract

Product classProduct

formBrand Model/feature

Coffee (100%)

Beans (66.67%)

Tata Tea (50%)

Bru(100%)

Nescafe(100%)

Ground (100%)

Tata Tea (100%)

Bru(100%)

Jar: 100 gm, 200gm (100%)Packet: 11.5gm, 25gm, 50gm, 500gm (100%)Variant: Instant (100%), Cappuccino, Berry Black, Moca ber, Caramel, Mocha (33.33%)

Nescafe(100%)

Jar: 100gm, 200 gm (100%)Packet: 10gm, 25 gm, 50 gm (100%)Variant: Classic, Sunrise – Premium and Special (100%)Cappuccino, Chow Mocha,Vanilla Latte (66.67%)

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Bundle of Attributes

Price

Ingredient

Packaging

Flavour

Taste

Smell

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TYPES OF PRODUCT KNOWLEDGE

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Means-End Chains OF PRODUCT KNOWLEDGE

BATCH 2009-2011 STEVENS BUSINESS SCHOOL

Attributes

• Concrete

• Abstract

Functional

Consequences

Psychosocial

Consequences

Values

• Instrumental

• TerminalE

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MEANS END CHAIN

• DIRECT ELICITATION• FREE SORT TASK• TRIAD TASK

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DIRECT ELICITATION

• Product Form• Price• Ingredients• Brand• Size• Availability• Variant• Packaging

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BATCH 2009-2011

FlavourAvailability

• Nescafe

IngredientsAromaTaste

• Tata Coffee• Bru

FREE SORT TASK


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TRIAD TASK

• Bru and Nescafe

• Tata Coffee

POP : Taste, Variety of Flavours

POD : Availability, Strong Aroma

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KEY ATTRIBUTES CONSIDERED BY CONSUMERS

• Aroma• Flavour• Availability

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LADDERING - FLAVOUR

• You said that the Flavour in Coffee is important to you in deciding what brand to buy? Why is that?

Because I like Strong and Dark Coffee.(Psychosocial Consequences and Concrete Attribute)

• Why is it important to have Strong and Dark Coffee?

Because it keeps me awake and alert and so that I don’t feel sleepy while doing CB Course Project .

(Functional Consequences)

• Why is it important to remain awake and alert?So that I can work passionately.(Psychosocial Consequences)

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LA

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- F

LA

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• Why is it important to be passionate about work?Because of this I’ll be able to work efficiently and give

better result.(Instrumental Value)

• Why is it important to give better result?So that everybody will appreciate my work.(Psychosocial Consequences)

• Why is it important to get appreciation from everyone?Then I’ll feel I am on the top of the world.( Terminal Value)

• Why it is important to feel that?Because that will make me feel confident about myself. ( Psychosocial Consequence)

Why it is important to feel confident about yourself?That’s it !!! ……………….

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LA

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- A

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• You said that the Aroma in Coffee is important to you in deciding what brand to buy? Why is that?

Because it brings a smile on my face.(Psychosocial Consequences)

• Why is it important to you to bring smile on the face?

Because it refreshes me.(Psychosocial Consequences)

• Why is it important to you to get refresh?Because it will then activate my senses.(Functional Consequences)

• Why is it important to you to activate your sense?

So that I can think about new ideas. (Psychosocial Consequences)

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LA

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- A

RO

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• Why is it important to you to think about new ideas ?

So that I can represent myself as innovative person.(Instrumental Value)

• Why is it important to you to represent yourself innovative?

So that I can differentiate myself in a crowd.(Instrumental Value)

• Why is it important to differentiate yourself in a crowd?

So that I can capture the attention of everyone. (Psychosocial Consequence)

• Why is it important to capture attention of everyone?

Because it gives me determination to do better work.(Instrumental Value)

BATCH 2009-2011


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- A

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• Why is it important for you to do better work?

Because it will give me social recognition.(Terminal Value)

• Why is it important for you to get social recognition?

I don’t know!………………..

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LA

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VA

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BIL

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• You said that the Availability in Coffee is important to you in deciding what brand to buy? Why is that?

So that I don’t have to wander around to buy the product.

(Functional Consequences)

• Why is it important to you to not to wander around?

Because it will help me to save time.(Functional Consequences)

• Why is it important to you to save time?So that I can get back to my home early and

spent more time with my friends.(Psychosocial Consequences)

BATCH 2009-2011


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LA

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- A

VA

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BIL

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• Why is it important to spent more time with your friends?

Because I like to be with them.(Psychosocial Consequences)

• Why do you like to be with them?Because it gives me pleasure. (Psychosocial Consequences)

• Why is it important to you to get pleasure?So that I can remain cheerful every time.(Terminal Value)

• Why is it important to you to remain cheerful?

Because cheerfulness gives me good health.(Instrumental Value)

BATCH 2009-2011


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LA

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- A

VA

ILA

BIL

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• Why is it important to you to remain in good health?

So that I can remain physically fit.(Terminal Value)

• Why is it important to you to remain physically fit?

So that I can look attractive.(Psychosocial Consequences)

• Why is it important to you to look attractive?Because this makes me feel good about me.(Terminal Value)

• Why is it important for you to feel good about yourself?

That’s it !!! ………………BATCH 2009-2011


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• A MEC Model of Consumers’ Product Knowledge

BATCH 2009-2011

Attribute

Functional Consequence

Psychosocial Consequence

Value

Flavour

Alert and Active

Work Passionately, Appreciation from others, Feel Self confident

Work efficiently, to be at the top of the world

Availability

Saves Time

Quality time with friends, Pleasure

Cheerfulness, Physical fitness, Self appreciation


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4.4

• A MEC Model of Consumers’ Product Knowledge

BATCH 2009-2011

Attribute



Value

Aroma

Activates Senses

Refreshening,

Social recognition, differentiation in the crowd, Determination to better work


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Pre-interview instruction

Storytelling

Expand the frame

Sensory images

Vignette

Digital image

BATCH 2009-2011


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PRE-INTERVIEW INSTRUCTION

BATCH 2009-2011

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STORYTELLING

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Meta

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RELAX

CELEBRATION

GET TOGETHER

DELHI TRIP

COLD WINTER DAY

SUCCESSFUL TASK

ACTIVATES BRAIN

CHEERFUL


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EXPAND THE FRAME

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Meta

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Elicit

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VOLLEYBALL MATCH

CELEBRATION

MY HOMESTATION

HOT SPRINGS

AEROPLANE FLYING


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Th

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MET in

terv

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SENSORY IMAGES

AROMA: BABBLE

TASTE:

BATCH 2009-2011


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MET in

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VIGNETTE

Hey Frenz! I am Bru Coffee. Your instant friend is now on duty. Just open the packet, add milk and sugar to me and I am prepared to as quickly as you desire. I am a companion for good time, happy time, success time, lovely time, relax time, bad times, idle time, sleepy time, exhaustive time, lonely time….

My favourable taste and strong aroma activates the nodes of your senses and again you become a new, improved, refreshed and enthusiastic star. …

BATCH 2009-2011


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MET in

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DIGITAL IMAGE

BATCH 2009-2011

4

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56

1

2

3 7


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MEC

& Z

MET

MEC

• Aroma• Flavour• Availability

ZMET• Association with Self esteem, Socializing,

Happiness

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A Basic Model of Consumer Product Involvement

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Con

su

mer

Pro

du

ct

Involv

em

en

t Consumer Characteristic

• Young, Self Confident, Passionate, Socialising, (100%)

• Achiever (33.33%), Strivers (66.67%)

Product Characteristic• Strong Taste• Price• Strong Aroma• Variants• Packaging

Situational context• Free samples• Sales promotion• Celebrations• Less time to decide

Intrinsic Self-

relevance

Situational Self-

relevance

Involvement

• Affective responses & activated knowledge about attributes, consequences and values

Interpretation &

integration process

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EX

PO

SU

RE T

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NFO

RM

ATIO

N • Intentional exposure: 33.33 %• Accidental exposure: 66.67 %

BATCH 2009-2011

BRU COFFEE

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VARIATIONS IN COMPREHENSION

Highly Automatic

Shallow

More Controlled

Lower recall

Deep

Less elaborated More elaborated

Greater recall

Automatic Processing

Levels

Elaboration

Memorability

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LEVELS OF SPECIFICITY OF AN ATTITUDE CONCEPT

BATCH 2009-2011

Beverage

Tea Coffee

Instant

Nescafe

Tata

Bru

Simple

Alone

With Friends

At my

home

Expresso

Beans


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SALIENT BELIEFS ABOUT AN OBJECT & ATTITUDE TOWARDS AN OBJECT

BrandPrice

IngredientPackaging

FlavourTasteSmell

Activates Senses

RejuvenateStress BusterAlertValue

Satisfaction

RelaxPersonal

Satisfaction

Confidence

PriceBrand

IngredientPackaging

FlavourTasteSmell

Attitude towards

Bru

BATCH 2009-2011

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∑Ao =i =1 i

b e

Where,Ao = Attitude towards the objectbi= strength of the belief that the object has attributes ei= evaluation of attributen = Number of salient belief about the object

Multiattribute Attitude Model

i

BATCH 2009-2011

BRU COFFEE

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BRU A0

= 90

Strong tastebi= 8ei= 2

Total= 16

Ingredientbi= 6ei= 2

Total= 12

Packagingbi= 9ei= 3

Total= 27

Varietybi= 7ei= 3

Total= 21Pricebi= 7ei= 2

Total= 14

BRU COFFEE

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NESCAFE A0 = 103

Strong tastebi= 9ei= 3

Total= 27

Ingredientbi= 9ei= 2

Total= 27

Packagingbi= 7ei= 3

Total= 21

Varietybi= 7ei= 2

Total= 14Pricebi= 7ei= 2

Total= 14


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BATCH 2009-2011

Problem Recognition

Search for Solutions

Evaluations

Purchase

Post Purchase Use and Re-evaluation of Chosen Alternatives

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Freshness (66.67%), Fun(33.33%)

Tea, Coffee, Cold drinks

InstantStrong Taste and Aroma

Limited Time

Purchase Bru – Single serve package (new variant)

Liked (66.67%), unlike (33.33%)


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FORMING A CONSIDERATION SET OF BRAND CHOICE ALTERNATIVES

BATCH 2009-2011

All Brands in product class

Familiar Brands

Evoked Set

Nescafe Bru

Consideration Set – Bru

and Nescafe

Unrecalled Brands

Tata tea Coffee


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EFFECT OF INVOLVEMENT AND PRODUCT KNOWLEDGE ON CONSUMERS’ PROBLEM SOLVING PROCESSES

High Involvement, High Knowledge

BATCH 2009-2011

• Choose best product: optimize satisfactionBasic Motivation

• Obtain desired value satisfactionEnd Goal

• Complex Hierarchy, Clear, well-defined sub goals,

• Certainty about goalsGoal Hierarchy

• Several alternatives known and consideredConsideration Set

• Wide range of product knowledge is available for useChoice Criteria

• Limited (moderate) Problem SolvingDecision Process


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SEC

TIO

N 3

BEHAVIOUR AND MARKETING STRATEGY

BATCH 2009-2011


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ADOPTION/PURCHASE PROCESS

BATCH 2009-2011

Awareness

Interest

Evaluation

Trial

Adoption


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54A Common Behaviour Sequence for a Coffee Purchase

BATCH 2009-2011

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BRU COFFEE

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Measure Consumer Behavior

Consumption stage

Information contact

Example of behaviors

Purchase

Post purchase

Product contact

Transaction

Consumption & Disposition

Communication

Funds

Store contact

Types of behavior

Pre purchase

Sales PromotionWOMAdvertisement

Tell others about product

Take product at home

Locate outletEnter Outlet

Cash in Hand

Obtain Product

Consumption


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FACTORS AFFECTING INFORMATION SEARCH BY CONSUMERS

BATCH 2009-2011

Market Characteristics

• No. of Alternatives INCREASE• Price Range NEUTRAL

• Information Availability INCREASE

Product Characteristics

• Price NEUTRAL• Differentiation INCREASE

Consumer Characteristics• Learning & Experience DECREASE• Social Status NEUTRAL• Age and Household Life Cycle INCREASE• Product Involvement INCREASE• Perceived Risk INCREASE

Situational Characteristics• Time Availability INCREASE• Purchase for Self NEUTRAL• Pleasant Surroundings INCREASE• Social Surroundings DECREASE• Physical/ mental energy INCREASE

INFLUENCING FACTORINCREASING THE INFLUENCING FACTOR CAUSES SEARCH TO:


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THE PROCESS OF CLASSICAL CONDITIONING

Unconditioned stimulus Unconditioned response

Unconditioned stimulus -

Commercials in TV serials

Neutral stimulus-Product Song/

Tagline

Unconditioned response

Conditioned stimulus

Conditioned response –Feelinf of

Friendship and HappinessE

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OPERANT CODITIONING

Sales Promotion Technique• Free Sample• Purchase of Product

Entry into store• Display ad• Purchase in Store

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Information about consumer’s affect,

cognitions, behaviors

Marketing Mix stimuli placed in the environment

Influence consumer’s affect

and cognitions

Influence overt consumer behavior

Consumer research data

Sales, market share data

Approach to influencing Overt Behaviors

BATCH 2009-2011


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Strategies Designed to Influence Overt Consumer Behavior

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SEC

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INTRODUCTION TO THE ENVIRONMENT

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An

aly

zin

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itu

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1SITUATION 1• Lazy – Exhausted• Environment: in the classroom, attending

session• Goal: To get Rejuvenate• Affect/Cognition: Feeling Sleepy but want to

get alert• Behaviour: Went to Canteen, ask for coffee

and go back to the class

SITUATION 2• Friends – Ge togather• Environment: Enjoyment, fun time, Noisy

envt.• Goal: To Spent quality time and get pleasure

and collect some memories• Affect/Cognition: Happy and excited to be

with friends• Behaviour: Prepares coffee and Snacks for all

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Situations Generic Behaviour

Specific Behaviour and Environment

Information Acquisition

Information Contact

Communication

TV ads, WOM

Shopping Store ContactProduct Contact

P-o-P displayComparing Brands

Consumption Use Haves the coffee

Disposition Disposal Reuse - Flavour Lock Packaging

BATCH 2009-2011

FIVE GENERIC CONSUMER SITUATIONS


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12.3

Cultural meaning in social and physical environment

Marketing strategies

Fashion System

Other Instituto

rs

Cultural meaning in Product and Service

Rituals

AcquisitionPossessionExchangeGrooming

NurturingPersonalization

Divestment

Cultural meaning in Consumer

Social Interactio

n

Intentional

Actions

MODEL OF CULTURAL PROCESS

BATCH 2009-2011


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Demographic Characteristics Subcultures

Age 21 – 26 yrs

Religion Hindu

Race Asian

Income Level -

Nationality Indian

Gender Females (66.67%), Males (33.33%)

Family Type Parents and two kids

Occupation Students

Geographic Region Ahmedabad

Community Thaltej (33.33%). Maninagar(66.67%)

BATCH 2009-2011

TYPES OF SUBCULTURE


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TYPES OF REFERENCE GROUPS

BATCH 2009-2011

Types of Reference

GroupsKey Distinction And Characteristics

Formal/Informal

Formal Reference groups have clearly specified structure, informal groups do

not.

Primary/Secondary

Primary reference groups involve direct, face to face interaction; Secondary

groups do not.(Family and Friends)

MembershipPeople become formal members of

membership reference groups

Aspirational People aspire to join or emulate aspirational reference groups

DissociativePeople seek to avoid or reject

dissociative groups


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EFFECT OF PUBLIC-PRIVATE AND LUXURY-NECESSITY DIMENSIONS ON

REFERENCE GROUP INFLUENCE FOR PRODUCT AND BRAND CHOICE

BATCH 2009-2011

Public necessities

Public luxuries

Private necessities

Bru Coffee

Private luxuries


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A

BATCH 2009-2011

First timedrank coffeeof vendingmachine

Trip to Delhiin December

Socialising Fun time

NescafeStall

NescafeVendingMachine

Jains do notprefer

A root plantChicory

Love to haveit anytime!

Addiction

SelfAppreciation

Brings Smileon face

StrongAroma

TinglingSensation

Hot Coffee

Famous inSouth india

Appreciationto reach to

the top

Increaseconcentration and workefficiency

Helps tokeep Awakeduring exam

Strong Taste

Instantcoffee

CoffeeGround

I love thepink colour

Saw the newflavour -

Strawberry

CheerfulNewness to

life

Affordableprice

Small SKUs

RevitalisationStressBuster

Energetic

Alert

Bad forHealth

Bitter taste

JingleTagline

Bru coffee

Product form

Last timebought fromStar Bazaar

Variants

Packaging

Feel goodfactor

Caffeinecontent

FriendsGet-together


CBMS

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69

SEC

TIO

N 5

CONSUMER ANALYSIS AND MARKETING STRATEGY

BATCH 2009-2011


CBMS

BRU COFFEE

70

DES

IRED

STATU

S• Repositioning: A companion not just associated with

happiness but also with self confidence, self appreciation , self recognition.

• Re-launch the various flavours of Bru Coffee as companion for different affective responses.

• Introduce the whole range of Bru Coffee as “Café in your own Home”

• Remove the node of “Strong Taste” as one of the reason for low A0

BATCH 2009-2011


CBMS

BRU COFFEE

71

DES

IRED

SC

HEM

A

BATCH 2009-2011

Self Confidence

Availability at allplace

Hifh Concentration Rejuvenating

Regular user

Cafe latte

Bru Strawberry

Outing

Self appeciation

Bru Choco cafe

Achievement

Bru Expresso Happiness

Bru ( Original) Regular

Favourable Taste

Bru Coffee

Smell

Winter season

Various Flavours


CBMS

BRU COFFEE

72

Exh

ibit

15.1

BATCH 2009-2011

Task In Market Segmentation

BRU COFFEE

CBMS

BRU COFFEE

Mark

et

Seg

men

tati

on

Segment bases Categories

Geographical Segmentation

Region Ahmedabad

Density Urban

Climate Warm

Demographic Segment

Age 18+

Gender Male, Female

Disposable Income Rs. 1000 and more

Occupation Students, Professional

Education Graduation, Post Graduation

Marital Status Single, Married

Segmentation Bases for Consumer Markets

BRU COFFEE

CBMS

BRU COFFEE

Mark

et

Seg

men

tati

on

Segment bases Categories

Socio cultural Segmentation

Culture Indian

Race Asan

Nationality Indian

Social Class Upper and Middle Class

Behavior Segmentation

Media Usage TV, Internet

Loyalty Status Intense Loyal

Usage Rate Low

Usage Situation Home, outing


CBMS

BRU COFFEE

75

Exh

ibit

16.3

BRAND COMMITMENT AND PURCHASING PATTERN

BATCH 2009-2011


CBMS

BRU COFFEE

76

Exh

ibit

16.4

BRAND LOYALTY AND USAGE RATE

BATCH 2009-2011

BRU COFFEE

CBMS

BRU COFFEE

77

Exh

ibit

17.1

Promotion Strategy

Promotion Behaviour•Information Contact•Word-of-mouth communication

Promotion Environment•Clutter•Level of Competition

Promotion Affect and Cognition•Attitude toward ad•Persuasion Processes


TYPES OF AFFECTIVE RESPONSE


CBMS

BRU COFFEE

78

Exh

ibit

17.1

BATCH 2009-2011

Promotion Strategy

Attitude towards Ad Catching Attention and elaborated comprehension

Persuasion process Focus on Central information

Information Contact

First Accidental information through TV and sales

promotion tools which lead to intentional search

Word of mouth communication

High WOM; high visibility at each and

every component of environment

Clutter

Growing no. of promotional strategy but Bru can

differentiate by giving the information of its variant

Level of Competition Intense competition

BRU COFFEE

CBMS

BRU COFFEE

79

Higher Involvement

with product or message

Attention

• Focus on central, product-related information

Comprehension

• Deeper thoughts about product attributes and consequences

• More Elaboration

Persuasion

• Product beliefs• Brand attitude• Purchase intention


Lower Involvement

with product or message

Attention

• Focus on peripheral, non product-related information

Comprehension

• Shallow thoughts about non product attributes and consequences

• Low Elaboration

Persuasion

• Non Product beliefs• Attitude toward ad• Brand Attitude• Purchase intention

Exh

ibit

17.3

TWO ROUTES TO PERSUASION IN THE ELM


CBMS

BRU COFFEE

80

Like Neutral Dislike

Buy regularly

Buy Occasional

ly

Never Buy

ATTITUDE TOWARDS OUR BRAND

PAST PURCHASE PATTERNS OF OUR BRAND

TWO DIMENSION

Loyal to our brand

Occasional customers who are vulnerable to our competitors

Customers of competing brands who are vulnerable to our brand Forget it

Our regular customers who are vulnerable to

our competitors

BATCH 2009-2011

Exh

ibit

17.5

AN ANALYSIS OF CONSUMER VULNERABILITY

BRU COFFEE

CBMS

BRU COFFEE

81

Exh

ibit

17.6

THE MECCAS MODEL


Message Element

Consumer

Benefits

Leverage Point

Driving Force

Attributes


s


s

Values


CBMS

BRU COFFEE

82

Exh

ibit

17.6

BATCH 2009-2011


CBMS

BRU COFFEE

83

Exh

ibit

19.1

BATCH 2009-2011

The Wheel of Consumer Analysis: Channel Strategy Issues


CBMS

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84

Channel Strategy

Store Image Assortment, Pricing

Store Atmosphere Physical Approach

Store Contact Visibility of the store ads, Style in department

Store Loyalty Reinforcing property

Store Layout Grid Layout

In-store Stimuli P-o- p displays, signage, price information

Store Location Near-by store, superstores, chemist shops

BATCH 2009-2011


CBMS

BRU COFFEE

85

***THANK YOU***

BATCH 2009-2011

bru coffee cbms project

Business