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Marketing strategy class lectures_77767038-Presentation-of-Marketing-Strategy-for-Bru-World-Cafe

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Aravind S Rajat Barve Dipesh kaien Phiroz Pattnayak Rahul Paul Prakash Kumar MARKETING STRATEGY FOR BRU WORLD CAFE Situation Analysis • • • • Bru is India’s largest Coffee brand in terms of Volume Key Trend is Conversation over Coffee 1500 cafes in India up from 200 in 2002 Organized Café Industry valued at $185 million growing at 25 % • Major Competitors are café coffee day and Barista CAFÉ COFFEE DAY • • • • Established brand image Lower pricing and “No Segmentation” Almost 2000 outlets all over India Reinvigorating the brand BARISTA LAVAZZA • • • • • Lavazza, an international name Known as pioneers in Indian coffee culture Targets the same set of audience Strong consumer loyalty Multiple tie-ups like LiveMedia, Virgin, ABN Amro Problem Analysis • Increasing footfall • Generating more revenue • Differentiating BRU World Café from others TARGET AUDIENCE • Young Indian professionals – Age group: 25 to 35 years – A and A+ category • Coffee loving • Well exposed to better offerings of the world Marketing Strategy • Laminate the table with plastic sheets . These plastic sheets will have games on them. These sheets can be easily changed whenever wished or when a customer has played a game like crossword or Sudoku. This will ensure that customers sits in a café for a longer period • Divide the cafes into bays like Beats and Beans, Game! On and Bears , Bulls and Beans Marketing Strategy( Cont) • The bay ...
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