a project in Marketing Management on a dummy product (Bru Fit), conceptualizing the marketing plan for the same.

1. Guess What? Coffee Is Health Now….

2. Bru Fit
Bru Fit – Be Fit
“Coffee Not Just Happiness Anymore”
 Bru is a powerful established brand from HUL's stable
 Pioneered the instant coffee category in Indian market in
1969
 Current Market leader in instant coffee segment with a
market share of 51.1 % (Nielson)
 Positioned on the theme of happiness - " Happiness begins
with Bru"

3. Introduction – The Product
Available as an instant cappuccino premix powder,
provides cappuccino lovers with a healthier
alternative
High on protein, carb & fibers; low on fat & caffeine
Ready to drink in 5 seconds just by adding 200 ml
water; anytime, anywhere
Categories – Hot & Cold Cappuccino
Unlike competing services, by Nestle, Bru-Fit Offers a
healthy & low-Caffeine cappuccino

4. Beverages
Tea Coffee
Instant
Bru
Instant
Coffee
Instant
Coffee
Exotica
Expresso Cappuccino
Hot Cold
Bru-Fit
Beans
Product Position – Bru Portfolio

5. 8/5/2013 5
The Problem/Opportunity
 The need for functional food products:-
 Obesity – Epidemic Proportions;5% Of Population
 Awareness – Desire to maintain a healthy lifestyle(Urban)
 Economy – Exceptional growth in the Indian economy
 Coffee Consumption Trends – 90gms/capita, 18% of population,
Daily Consumption At Home
 Current Cappuccino Offerings
 Nescafe Cappuccino - Do not provide Healthy Cappuccino
 Cafes – Do not provide Healthy Cappuccino, Expensive
 Canned Cappuccino – Not Easy To Carry, Not Healthy, Perishable

6. 8/5/2013 6
The Solution
 Bru-Fit is the solution to all the problems mentioned earlier
 Bru-Fit - A Refreshing , Healthy, Instant & Economical
Cappuccino
 Ideal for regular coffee consumers & individuals on a diet regime
 Bru-Fit Offers To You:-
 Instant Cappuccino
 High On Nutrition & Low On Fat
 Serves as a meal for a strict diet
 Only add water
 Most Economical Cappuccino

7. Sr.No Features Benefits
1 Health
 Fat Content – 6.5g
1. Saturated Fat -0.5g
2. Trans Fats – 0g
3. Polyunsaturated Fat – 4.5g
4. Monounsaturated Fat -1.5g
 Cholesterol – 0.03g
 Dietary Fiber – 1.05g
 Total Carbohydrate-80g
 Protein Content -12g
 Caffeine Content – 0.02g
2 Convenience On the go, easy to prepare and carry.
3 Instant Ready to make beverage in 5 seconds.
4 Appearance
The Aroma, the creamy taste and the froth at the
top
5 Price Cheaper than a Cappuccino from any coffee shop
FEATURE - BENEFIT TABLE

8. Understanding The Consumer

9. Buying Process
Purchase
Process Strategy
Adoption
Product Knowledge
Awareness
Interest
Trial
Evaluation
Bundle Of Benefit
Value Satisfaction
Bundle Of Attribute
Price Health Instant
Activates
Senses
Nutrition Low Fat
Relax
Personal
Satisfaction
Fitness
DM

10. Market Segmentation – Variables & BreakdownsDemographic
1. Age - 14+ yrs old
2. Gender - M/F
3. Education - Class 10 &
above
4. Occupation - Student /
White Collar, Working
Professionals
5. Income - Disposable
Income 5,000
6. Generation - YUPPIE &
PUPPIE, & GEN Y
Psychographic
1. Perception - Fitness &
Health Conscious
2. Learning - WOM, TVC,
Internet, Friends & Family
3. Motivation & Needs -
Looking for a healthy way
to enjoy coffee
4. Attitude & Personality -
Stressed, Self-Conscious,
Confident
5. Lifestyle -
Independent, Healthy,
Responsible.
Behavioural
1. Usage - Frequent
2. Usage Situation - home
Outing
3. Loyalty Status - None,
Medium or Strong
4. Readiness Stage -
Unaware, Aware
5. Usage Status - Non
User / Regular User
Geographic
1. Region - All India /
Nationwide
2. Density - Urban &
Upper Tier - 2 Cities
3. Climate - All Year Long

11. Competition Analysis

12. Brand PRODUCT
PRICE(In
Rupees)
QUANTITY(
in ml)
HEALTH INSTANT
BRU Fit
Health
Cappuccino
15 200
1.Saturated Fat -0.5g
2.Fiber – 1.05g
3.Protein- 12g
4.Polyunsaturated Fat –4.5g
5.Monounsaturated - 1.5g
Immediate
Nescafe
Cappuccino
Cappuccino 15 145
1.Saturated Fat-1.1g
2.Fiber -0.7g
3.Protein-1.7g
4.Polyunsaturated Fat – 0g
5.Monounsaturated fat – 0g
Immediate
Coffee Shops
(Indirect
competitors)
Cappuccino 67 150 ml
1.Saturated Fat-2g
2.Fiber-0.5g
3.Protein-1.7g
4.Polyunsaturated Fat – 0g
5.Monounsaturated fat – 0g
Physically
go to
consume
COMPETITIVE ANALYSIS

13. Summary
0
2
4
6
8
10
12
14
16
18
20
BRU FIT Nescafe
Cappuccino
Café's
Price
Quantity
Nutrition
Fat

14. 0
2
4
6
8
10
12
14
16
0
5
10
15
20
25
30
AVERAGE ONE MEAL NUTRITION CONTENTBRU Fit Nutrition Content –One Serving

15. Promotion

16. STRATEGY Channel
Message
Content
Message
Source
Cost Location
Advertising
1. Print and broadcast
ads
2. Poster and leaflets
3. Billboards
4. Video
Rational
Appeal
Celebrity
Endorsement
1.5 Crore
1. Popular Television Shows
2. College and university
3. Youtube
Sales Promotion
1. Sampling
2. Premiums and
gifts
Rational
Appeal
Celebrity
Endorsement 50 lacs
1. College
2. Gyms
3. Retail stores
4. Bru Café World
Public relations
1. Press kits
2. Sponsorships
Rational
Appeal
Celebrity
Endorsement /
Doctor’s
Testimony
20 lacs NA
Direct Marketing
1. E-mail
2. Telemarketing
3. Mobile
Marketing
4. Social
Networking
Rational
Appeal
Celebrity
Endorsement /
Doctor’s
Testimony
15 lacs
1. Mobile Phones
2. Facebook
3. Twitter

17. Print Media
Banners, Bill-Boards, Newspaper
Advertisements
Packaging - Outer

18. Commercial

19. Place

20. PLACE Reason Target
Kirana Stores
1. Already established BRU –HUL
distribution channel
2. Higher Reach
Entire Neighborhood population
Retail Stores
1. Better sales volumes ,discounted
pricing, promotional offers,
better impulse buying
Middle class and upper middle
class
GYM / Fitness Centers and Clubs
1. Reaching out to fitness
enthusiasts
Fitness enthusiasts and health
conscious individuals
Corporates and media house
1. Higher frequency of drinking
coffee , already established
portfolio, publicity, low cost
2. Conversion into Repeat
customers
Frequent coffee drinkers
Conversion into Repeat
customers
Bru Café World 1. Owned Café Shops Regular Cappuccino Drinkers

21. Price

22. Pricing
Pricing
Cost of Product to
the company
8.92 Rs
Company Profit 2.11 Rs
Distributor’s
Margin( 0.4%)
0.6 Rs
Retailer’s Margin (
10%)
1.5 Rs
VAT (12.5%) 1.875
Rs
MRP Rs. 15
MRP (Sold In 24g Packs)
Cost of product In Rs
Cost of Raw material 6.54
Packaging cost 0.10
Conversion Expense(
5%of raw material
+packaging cost)
0.33
Operating Expenses 0.17
Selling and
Distribution charges
( 25% of above cost)
1.78
Total ( Cost to the
company)
8.92

23. P&L Statement

24. Thank You
Drink Bru Fit To Be Fit
Doc, What is
Bru-Fit??
Arrrgh..!! This is
Why Your Here

25. Photo Montage