8/10/2019 Final Answer BRU COFFEE
2/8
Bru before becoming the family brand was positioned as a coffee
that tasted just like filter
coffee. But after the elevation to master brand, Bru took the
positioning around happiness. Bru
was synonymous for instant coffee and had an astounding 21%
market share in the first year of
launch itself. All these years, the brand has been fighting for
the numero uno position with Nestle
whose iconic Nescafe brand was the market leader. But in 2008,
the brand pushed Nescafe to the
second position.
Much of the success of Bru can be attributed to following
factors:
Innovation in new products
Innovation in packaging
Aggressive campaigns
(source-http://2.bp.blogspot.com)
Nestle lost out because of lethargy. The company failed to
consistently invest in its Nescafe
brand. I do not seeing any memorable campaigns from Nescafe in
recent past. This has cost the
brand dearly. HUL's marketing acumen is vivid in the rise of Bru
as the market leader. It has
never stopped innovating for this new brand.
Bru was able to give new offerings to customers on a regular
basis. One of the recent successful
new products was the cappuccino packs. The new flavor gave the
brand a new thrust in the
market. The new flavors even prompted hardcore tea lovers like
me to try out these flavors. The
best part was that this cappuccino was available in single serve
sachets which prompted
consumers to test the flavors.
Another innovation was the cold coffee. Bru launched the cold
coffee variants which again
captured the attention of the consumers. These thrusts in new
product development and roll out
are visible when one visits a super market. The coffee section
is full of various flavors and packs
http://2.bp.blogspot.com/_1pKvii0Z9Cs/SSp1jMvJ7QI/AAAAAAAABU8/t3dGvAKKnrM/s1600-h/bruflavor+lock.JPG
