BRU World Caf

Experience the world within

Mid-Term Team Project

ESC Rennes School of Business
PGTC-16
Online Marketing Communication (MK549E)
BRU WORLD CAFE
Submitted To:

Dr. Pierre X.
Camps

Submitted By: Group 10

Kumar Abhishek
Kavish Mohan Garg

Date: 10/04/2016

Carlos Aguilar

Table of Content
S.No

Content

Page Number

Situation Analysis

Key Strategic Campaign Decisions

Media Strategy

13

Message Strategy

19

Marcom Tools Used in Support

32

Campaign Management

37

References

40
3

Situation Analysis

Background Research
Organized Caf market in India is around Rs. 67,000
millions in 2014.
Expected to grow to Rs. 151,000 millions by 2020 with
CAGR of 15%
Chain Caf Market is about 27% of total Organized Caf
Market in 2014
The chain Caf market is estimated to grow at a CAGR of
20%
Expected to be 36% of the total Organized Caf Market
by 2020

SWOT
Analysis
Weaknes
Strength

Opportu
nity

Threats

Strong Brand
Name of
Parent
Company
(HUL)

Only 7 outlets
in India

Tie-Up with
Corporates

Lot of
Competitors
like Caf
Coffee Day,
Barista,
Starbucks

Strong Equity
in South India

Dont have
much things
to serve in
Menu

Caf market
growing at
CAGR 25%

High Real
Estate Costs

Merchandising

Presence of
Other
Places to
Hangout

Youth
Oriented
Brand( More
than 60%
population
below age 40)

Lacks Brand
Loyalty

Advertising Problems
Not so prevalent advertisements
Failed to use different media of
communication
Couldnt exploit the existing brand
image
Unclear selling idea to the customers
7

Key Strategic Campaign

Decisions

Objectives
Increase Customer Footfall
Open new outlets across major cities
Establish itself as an experience
oriented Caf
Create loyalty of brand among the
users
9

Target Audience
Based on
Profession

Based On
Income

Students
Professional
s

Upper
Middle class
Privileged
class
Middle Class

Based On
Age
Youngsters
Families
Retired
personnel
(Young at
heart)
10

Brand Position
Product
Features
Competiti
ve
Advantag
e

Establish itself as a place for

people to hangout i.e. sell the
experience not the product
Offer ambience unlike any other
competitor

Introduce local food items in the

side menu
Offer competitive pricing

11

Key Strategic Approach

We will first build a Strong Brand name, in
spite of many competitors, for us in Mumbai
Loyal customers through our club memberships
Competitive Pricing
Extend this experience into other big cities of India
Slowly, We will penetrate into various tourist
locations in India

12

Media Strategy

13

Media Objectives
The overall media objective is to communicate
the same message in uniformity across different
communication media.
Advertisem
ents

Online
Marketing

Personal
Selling

Communica
tion
Idea/Messa
ge
Direct
Marketing

Sales
Promotion

Public
Relations

14

Media Selection
Radio
Advertisements

Print Publication
Advertisements

Internet
Advertising

Product
Placement
Advertising

Signage and
Billboard
Advertising

Sponsorship
Advertising

Direct Mail
Advertising
15

Media Planning and Buying

Vehicle Selection:

VANS: For Public Promotion

Shows
MINI- TRUCKS: Road Shows
TRUCKS: For Distribution
16

Budget Allocation
S.No

MEDIA

Budget (US Dollar)

Internet Advertising

75,000

Product Placement Advertising

7,500

Signage and Billboard Advertising

30,000

Sponsorship Advertising

75,000

Print Publication Advertisements

30,000

Television & Radio Advertisements

300,000

Miscellaneous (Tickets, Vehicles)

45,000

Total

562,500
17

Scheduling
January

February

March

April

May

June

Hiring a
Spokespers
on (Athlete)
Arrange
tickets for
each match
Distribute
logos in city
Interaction
with
people(Soci
al Media)
Recitation
sessions
18

Message Strategy

19

Brand Relationship in IMC

Marketing
Communicat
ion
Performanc
e

Market
Orientati
on
IMC

Brand
Relations
hip

Brand
Performa
nce

20

Message Strategy

Consumer Insight
Increasing
Youngsters and
Consumers go for disposable income Various formats of
Indianization/local
students are more
the experience
is a factor for
Cafs to lure
ization of
and to meet with
increase in
different
driven to these
products
Cafs
others
demand of such
customers
Cafs

21

Media Objectives
To communicate the message to a larger audience
To spread awareness about the presence among
consumers
To create a buzz about the brand
To enable trust among the consumers about the
brand
To showcase competitive advantage
22

Use of New Age

Social Media
Strong
presence on all
social media
platforms
Reviews and
queries
answered

CRM
Regular
messages to
remind
interested
customers
about
Recitation
sessions
Customized
Combo Meals

Mobile
Application
Mobile
application for
loyal
customers to
know about
famous
personalities
coming to our
caf in future
23

Selling Premise
Hangout
place
To
develop
team
bonding

Dating

Selling
Factor/N
eed
Generati
on

Relaxing
ambience

Reading
Books

Availabili
ty of
readyma
de food
and
coffee

Business
Meetings

24

Big Idea
Big Idea is divided in two folds:
1. We will promote our Caf as a place for Art, Literature and other
areas of interest people to come together and share their
thoughts with similar like minded people. We will form like a
Literature Club, Poetry Club and other similar clubs. In such
clubs, there will be initially free membership which will increase
the footfall and promote the ambience offered at our Caf. On
weekends we will have Story or Poem recitation sessions where
people can appreciate the work of others. This will promote
awareness about our Caf among the prospective customers.
Once a person becomes the member, we will provide them with
promotional offers so that they can bring along more consumers
and spread the word of mouth. We will also focus upon our
customer relationship and try our best in providing them with
best in class services.
25

Big Idea
2. On the later part we will try to use the Indian Premier
League Season (IPL) craze among the Indian population. It is
one of the most followed game in the nation. Our caf has a
motive that people spend good quality time in caf and this
3 hours they spend while watching IPL match will ensure
they support their team and enjoy there.
Our campaign will also include a kind of Treasure hunt:
We will put our BRU logos on the strategic positions in the
entire city. We will ask them to upload pictures of those
logos on our Facebook page.
The person who collect the most will get the ticket for the
next match in Mumbai.
Few Others will get club membership and a free meal on
the next day during the match timings.

26

What is IPL
TheIndian Premier League(IPL) is a
professionalTwenty20 cricketleague
inIndiacontested annually by franchise teams
representing Indian cities. The league is
scheduled over April and May of every
year

27

Why IPL

PEPSI IPL 2015 opens with a

41 % increase in
viewership, 105 million
viewers watch it in its
opening week.
Our caf has a motive that
people spend good quality
time in caf and this 3 hours
they spend while watching IPL
match will ensure they
support their team and enjoy
there, Make new bond etc.
28

Message Design &

Execution
Design:
With a catch line of Experience the world within
we will promote the distinguishing experience that
we are offering.
For the first fold of our campaign we will start
promoting our Caf on various University
Campuses
with
the
message
about
our
distinguished clubs. To install a sense of exclusivity
among the target audience
For the second fold we will design the campaign
by exploring the fun loving side of our younger
audience which is very much inclined towards
sports and love watching IPL.
29

Message Design & Execution

Execution:

We will reinvent
our outlook and
inside ambience
to make it look
premium.

We will promote
the tradition of
get together at
our Caf

For the first fold

of our campaign
we will start
organizing and
offering some
initial discount
offers for new
members of our
club on various
University
campuses.
300

Message Design &

Execution(contd..)
For the second fold we will get on board,
someone like Virender Sehwag ( he has
recently retired, has a huge fan following
everywhere in India), and he will come to
our caf for analysis of each match
(especially home team matches), and we
will put those videos on Youtube,
Facebook and other social media. Even
Virender Sehwag will post that video on
his social media accounts (he has lot of
followers).
31

Marcom Tools
Used in Support

32

Marcom Tools Used

Sales Promotion
We will introduce loyalty cards. These cards will
have a history of the orders placed by the
consumer along with the bill amount. If a customer
is having loyalty card then we will provide them
some redeemable points in proportion to the bill
amount they generate. We will also provide them
with exclusive seasonal offers to promote sales and
brand loyalty among the customers. We will also
promote it with small competitions and surveys
amongRelations
the social media audience where a user will
Public
stand chance to win free cup of coffee at our Caf
We will assign a spokesperson to contact with key
print and online media prior to the campaign we
are going to launch. This will create a buzz and
excitement among the customers and will help in
promoting our campaign. We will also use online
social media to answer any questions and attract 333

Marcom Tools Used

Direct Marketing
For direct marketing we will start promotion on
different mass media platforms. Our campaign
will be extensively based on Online Social Media
platforms. We will promote specific hashtags(#)
to make it a trending topic on Twitter, Facebook,
Instagram. We will also use the packs of BRU
instant and roasted coffee to propagate this
campaign among the vast reach of consumer
Personal
homes. Selling
In this segment we will employee well trained
and well behaved employees to treat our
customers with best of their capabilities. They
will be taught to prioritize customers and their
needs. Our customers will be provided with a
34
very vibrant and friendly atmosphere in our

Marcom Tools Used

Sponsorships/Merchandisin
g
We will offer BRU Caf Coffee
Mugs, Souvenirs and other small
gift items to the customers for
the merchandising of our caf.
Some exclusive BRU products will
also the sold at our Caf, like
ready to drink coffee, sachets of
instant-mix coffee, etc. We will
also sell some coffee making
machines and other small coffee
35

Integration Strategy
Online
Extensive
Interaction
at Social
Media
Use of
Google
Adwords to
reach Target
Audience

Offline
Treasure
Hunt
Campaign
Every
Weekend
recitation
sessions

Integration
Pictures of
Treasure
Hunt to be
Uploaded
on
Facebook
Page
Bookings of
Recitation
36
sessions

Campaign Management

37

Evaluation of
Effectiveness
Onlin
e

Position of our
website and
social media
webpages in
Search Engine
Optimization
(SEO)
Through
Various
Analytical tools
like Facebook
analytics and
Google
Analytics

Offlin
e

Number of Free
Meals obtained
by people
Rush in our
Cafes during
Match and
Recitation
Sessions

38

Campaign Budget
Sponsors
hip
$75,000

TV &
Radio
$300,000

Total
$562,5
00

Internet
$75,000

Print
Publicatio
n
$30,000
39

References

http://www.iplt20.com/news/2015/announcements/606
/pepsi-ipl-2015-opens-with-a-41-increase-in-tv-vie
wership
http://
articles.economictimes.indiatimes.com/2014-11-04/n
ews/55757553_1_internet-and-mobile-association-iam
ai-user-base
https://www.google.fr/url?
sa=t&rct=j&q=&esrc=s&source=web&cd=9&cad=rj
a&uact=8&ved=0ahUKEwiJivzZYTMAhUHWhoKHVXrBl8QFghLMAg&url=http%3A%2F
%2Fwww.meetup.com%2FMumbai-Poetic-Adda
%2Fevents
%2F220735727%2F&usg=AFQjCNGl3Z8rRC3x-1Ps0J40
4Ot1Ro1HeRg&sig2=Q9wWSksY1_RaiIp9PdFmtg&bv

THANK YOU

41