MARKETING

According to American Marketing Association: Marketing is the activity, set of institutions, and process for creating, communicating, delivering and exchanging offering that have value for customers, clients, partners, and society at large.

CUSTOMER VALUE CONSTRUCT

Customer value is a customers' perceived preference for and evaluation of those attributes, attribute performances and consequences arising from use that facilitate achieving the customers goals and purpose in use situation.

F       For BRU, key attributes considered by customers are

•Packaging- It's new innovative packing which locks down the aroma of the dark and freshly brewed coffee

•Flavor - Availability in several flavors, allowing consumers to choose amongst many flavors

•Availability - It's presence in Jar, loose pouch and sachet, again customers can choose what they want.  

CONSUMERS DECISION PROCESS ELEMENTS

What makes you decide whether or not to buy certain product or even buy into certain services mainly depends on inside or outside influences. These influences are internal or external. 
The internal influences that guide through certain buying decisions can be attributed to direct marketing or influenced by a friend, a relative, a colleague, or even society. 
External or environmental influences can also be attributed to social class, family or friends.

Decision process for BRU coffee

1. Need Recognition- Since BRU is the top coffee brand in India, people will automatically think of it when it comes to satisfy the need. 

2. Information search- It takes place while purchasing for the product. Bru has an brilliant TVC with attractive jingle, which reminds people of it while choosing coffee. " Bru se hoti hai khushiyan shuru".

3. Alternate evaluation- In this part customers do not have much choices. They will either go for BRU or Nescafe. Bru certainly has a clear advantage over Nescafe because of its recent innovative packaging like zipper pouches, aroma-lock package, Mini-packs and so on.

4. Purchasing- A customer buys coffee because of his/ her desire of drinking it. So the customer is already decided to purchase it before going to the shop/ cafe.

5. Post- purchasing- Mostly, BRU customers are retained. They already know what to expect from it after their previous experience. Satisfied customers will turn in again for a much better experience. 

LIFE CYCLE CONCEPT

PRODUCT LIFE CYCLE

Product Life Cycles is the stages which a product goes through during its lifetime. The PLC helps companies to identify the different stages in which its products stands accordingly design marketing strategies to make the product successful. It has four stages-

Introduction, Growth, Maturity and Decline. 

Introduction

The first stage begins with pioneering of the product. It is characterized by low level of competition, low sales volumes, relatively high costs and limited markets. Here marketers aims to increase awareness about the product through intensive advertising, through popular mass media, free trails etc. 

Bru coffee was introduced in India in 1967.

1. Instant premix powder provides coffee lovers with a healthier alternative

2. Ready to drink within 5 seconds, just by adding 200 ml of water anytime, anywhere

3. Categories- Hot and Cold Cappuccino

Growth

In this stage, product gains rapid acceptance in the market. It is characterized by high sales volumes, substantial profits, tough competition, greater visibility in market and distinguished advertising stressing on competitive difference. 

Bru coffee's growth in market was due to-

1. Its universal appeal

2. Instant coffee preparation

3. People's will to shift from regular beverage to new one (from tea to coffee)

4. Enticing flavors

5. Attractive ads

Maturity

This is the most stable stage of the PLC. Here product is stable in volumes, have high customer loyalty, introduction of more variants in product line, with greater efforts from company's side to retain market position. In this stage, any strategy implemented can either lead to further growth of the company or lead to its downfall. 

Bru Coffee is currently in its Maturity stage. It has 47% of market share, just behind Nescafe which have 51% share in the market.

Decline

This is the death stage of the product, where the product loses its customers to competitors. Sales and profits sees downfall, lack of production, lesser distribution, etc are the functions of this stage. 

Bru is going strong in the market and has not seen this stage, despite tough competition from other players like Nescafe, Tata and Reliance.