Nagindas Khandwala College

• Topic: Segmentation , Targeting, Positioning.

• Roll No.: 336

• Profersor: Dr. RUPALI JAIN

Understanding STP• (Market) Segmentation - Segmentation of markets into

homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix.

• Target (Market) - Market segment to which a particular good or service is marketed.

• Positioning - Positioning is a platform for the brand. It facilitates the brand to get through to the mind of the target consumer.

Choice of FMCG

Bru Instant Coffee• Bru belongs to Hindustan Unilever

• It was launched in the year 1968 under the brand of ‘Brook Bond’

• Since its introduction as an instant coffee, it has been launched with different varieties such as Bru Cappuccino, Bru Lite, Bru Cold Coffee, Bru Gold, Bru Roast and Ground etc.

• One of the highly consumed coffee brand in India

Segmentation• One of the best advantages of marketing Coffee is its

universal appeal. This fact has also been utilized and acknowledged by Starbucks coffee chain.

• However, segmentation of geography can play an important role in a traditional context wherein Coffee is extensively consumed in the South India as opposed to the North irrespective of the favorable weather condition.

• The segment for Bru Coffee is people looking to make coffee instantly.

Target Market• The Target Market for Bru coffee is decided on the

basis of income levels.

• Hence, the target market of Bru is – People in the Upper and Middle class

• For people to switch from traditional coffee to instant coffee, it’s important to ensure that the consumers are able to afford the extra price. Moreover, these are the people who are willing to shell a few more Rupees to save time and effort.

The 3 new flavours in the form of Bru Exotica

• The Target Market for Bru coffee can further be narrowed down to –

- Independent students wanting to make coffee without assistance

- Working women who can make coffee instantly for their husbands before leaving for work

- Late night workers who need an external stimulant in the form of coffee to help them stay awake

Bru increased its foothold in the market with the introduction of beneficial and innovative packaging. Such packaging locked aroma and flavour, thus preserving the

instant coffee for longer.

Positioning• Bru coffee has positioned itself as a beverage that

invokes a sense of warmth, love, happiness and good spirits between people, especially loved ones.

• Its famous taglines are – ‘Bru se hothi hai khushiya shuru’ (Happiness begins with Bru) and

- ‘Ek cup Bru, aur mood bann jaye’ (Just a single cup of Bru for a good mood)

• Bru’s philosophy is – “Livening-up every moment by stimulating conversations.”

Celebrities Priyanka Chopra and Shahid Kapur in a Bru Ad. Which shows the positioning as catalyst of romance and love.

Recap

• Segmentation – Coffee drinkers seeking for instant preparation

• Targeting – Upper and Middle Class

• Positioning – Sharing warmth, love and care through coffee