Marketing Mix Of Bru Coffee and 4Ps (Updated 2023)

The Marketing mix of Bru Coffee analyses the 4Ps of Bru Coffee’s marketing strategy, which includes the Product, Price, Place, and Promotion of Bru Coffee. Bru Coffee is a power brand owned by its parent company, Hindustan Unilever. It is the sole coffee product of its company and was introduced in 1969 under the beverage category. It has become the largest coffee brand in India and occupies nearly 46.9% of the market share because of its exotic flavors and rich aromas. One of its main competitors in the market is-

• Nescafe

About Bru Coffee

• Type: Coffee brand
• Industry: Food and beverage
• Founded: 1968
• Founders: Hindustan Unilever Limited (HUL)
• Headquarters: Mumbai, India
• Area served: India, Bangladesh, Sri Lanka, Nepal, Middle East, and Africa
• Current CEO: Sanjiv Mehta
• Number of employees: 10,000+
• Major products: Instant coffee, filter coffee, and coffee powder

Bru Coffee Product Strategy

Bru Coffee is a leading coffee brand in India and offers several varieties of international and Indian coffee products. It has positioned itself as a market leader and a favorite as it constantly endeavors to present authentic coffee variants with premium tastes to its consumers. The company undergoes countless coffee trials with samples to select the best beans and roast them to serve a rich and fresh cup of aromatic coffee. Bru has always believed in innovation and new offerings, and one such was a cold coffee variant that caught the imagination of consumers.

The product mix of Bru Coffee, a leading brand in India owned by Hindustan Unilever, is quite diverse, tailored to target consumers, and caters to various coffee preferences.

The new Product Mix of Bru Coffee in 2023 is as follows (Source)

1. Bru Lite: Introduced in 2011, Bru Lite offers a light and tasty coffee experience with a classic mocha flavor. It’s designed for those who prefer a milder coffee taste.
2. Bru Exotica: This premium line of freeze-dried coffee offers a rich and upscale coffee experience. Bru Exotica targets consumers looking for high-quality, excellent coffee flavors.
3. Bru Cappuccino: Catering to true coffee lovers, Bru Cappuccino is known for its robust flavor. It’s aimed at consumers who enjoy a solid and intense coffee experience.
4. Bru Gold: Available in granulated form, it is known for its superior taste and uplifting aroma. It’s a pure coffee variant that appeals to those who appreciate a rich, aromatic coffee.
5. Bru Roast & Ground: This variant offers aromatic filter coffee, catering to traditional preferences for freshly brewed coffee.
6. Bru Instant: Made from robust beans, Bru Instant is designed for convenience, offering a high-quality instant coffee experience with a fresh aroma.
7. Bru Select: Representing the finest in filter coffee, Bru Select is slowly and patiently roasted to ensure perfect quality. It’s aimed at consumers who appreciate the nuances of carefully prepared coffee.

In addition to these core products, Bru Coffee has also ventured into cold coffee variants and other innovative offerings to capture the interest of a broader consumer base. Their product strategy is characterized by a consistent mix of traditional favorites and new, innovative flavors, catering to various tastes and preferences.

Bru Coffee Place Strategy

Bru coffee is one of the brand’s most sought-after products and has occupied a prolonged presence in Indian markets. Demand for ground and roasted coffee is on the rise, leading to an opportunity for the brand to spread its network in the global market. It has been involved in corporate tie-ups to increase its consumer base. The company has a capable distribution channel that includes intensive distribution to provide its customers with all products efficiently

Its retail outlets are spread all across India. One can easily find its products in any corner shop, discount store, department store, convenience store, supermarket, tie-ups with chain stores, and café outlets. Bru has opened a chain of cafes in Mumbai called BRU World Café, which provides a world-class experience of drinking the best beverage.

Bru Coffee’s place strategy, which refers to how the brand manages its distribution, marketing, and accessibility to consumers, can be summarized in the following points:

1. Extensive Retail Presence: Bru Coffee products are widely available across India and are sold in various retail outlets, including corner shops, department stores, convenience stores, and supermarkets. This widespread retail presence ensures easy accessibility for consumers.
2. International Market Penetration: Besides its substantial presence in India, Bru Coffee has expanded its reach to international markets, including countries like Bangladesh, Sri Lanka, Nepal, the Middle East, and Africa, catering to a diverse range of consumers with different tastes and preferences.
3. Corporate Tie-Ups: The brand has engaged in corporate partnerships to increase its consumer base, which includes tie-ups with offices and cafes that serve a range of quality beverages like Cappuccino, Latte, Americano, etc.
4. Online Availability: Bru Coffee has adapted to the growing digital trend by ensuring its availability on various e-commerce platforms. This online presence complements its physical retail strategy, catering to the convenience of modern consumers.
5. BRU World Cafes: Bru established cafes in key locations like Mumbai, known as BRU World Cafes, offering a premium experience and a range of beverages. Although some have been shut down, these cafes served as a direct consumer touchpoint for brand experience and feedback.

Bru Coffee Pricing Strategy

Bru Coffee has always maintained a reasonable pricing policy for its products, keeping its prices low and affordable. Its penetration pricing policy has helped it capture urban markets and has resulted in high product sales. Bru has launched large, economical, medium, and single-serve packs, allowing consumers to try them and later purchase the products according to their necessity and price. The company has kept its prices knowingly lower than that of its main competitors under a competitive pricing policy to take over its consumer base. This has resulted in an increased number of customers and, thus, more extensive sales and higher profit margins.

Bru Coffee’s pricing and marketing strategy is a well-crafted blend of various approaches, aiming to cater to a diverse consumer base while maintaining competitiveness in the market. Here’s an overview:

1. Penetration Pricing: Bru Coffee employs a pricing policy, especially for its new products. This strategy involves setting lower prices to attract a more significant market segment and establish a solid customer base, particularly effective in urban areas with intense competition.
2. Competitive Pricing: To maintain its market position against key competitors like Nescafe, Bru Coffee strategically sets its prices slightly lower than its rivals. This competitive pricing helps attract price-sensitive consumers seeking quality coffee products.
3. Value-Based Pricing for Premium Products: For its premium range, such as Bru Exotica, Bru adopts a value-based pricing strategy. These products are priced higher, targeting consumers who seek an exceptional coffee experience and are willing to pay more for superior quality and taste.
4. Diverse Price Range: Bru Coffee offers various products at various price points, from affordable sachets to higher-priced premium jars. This varied pricing ensures that consumers from different economic segments can find a product that fits their budget, enhancing the brand’s appeal.
5. Economical Pack Sizes: Understanding the diverse needs of its customers, Bru provides its coffee in different pack sizes, including large economical packs and single-serve packets. This approach caters to bulk buyers and those wishing to try the product before purchasing more.

By employing these pricing strategies, Bru Coffee sustains its competitiveness and maximizes its market reach, appealing to a wide spectrum of consumers from different economic backgrounds. This pricing approach is a key element in Bru’s business and overall market strategy, aiding its position as a leading coffee brand in India and beyond.

Bru Coffee Promotion Strategy

Bru Coffee has established itself as a strong brand because of its high standards in advertising. It has achieved maximum visibility amongst its consumers and has become a pioneer of filter coffee because of aggressive promotional policies, customer-centric innovation, and regular and periodic product development. The company has been using innovative and beneficial packaging strategies like an aroma-lock package, zipper package, and mini packs that lock the flavor and aroma of the product and make it long-lasting.

Bru Coffee has created beautiful advertisements that evoke a sense of belonging, happiness, good spirit, and warmth. Some of its famous taglines are- Happiness begins with Bru; Ek cup Bru, aur mood ban jaye; Bru se hoti hain khushiyaan shuru. Celebrities have been roped in occasionally to promote the brand; some are Amrita Rao, Shahid Kapur, Karan Johar, and Priyanka Chopra.

Some Recent Video ads and Print ads of Bru Coffee are:

Kajal Aggarwal Latest Bru ad (Alarm Film) – YouTube

New BRU Instant Teach Me With Tag – YouTube

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