Bru Case Study
BRU World Café
Note: All information in the case has been garnered from sources in the public domain. This case has been developed for purely academic purposes, and is not in any way the intended or actual plan of Bru World Café
Comstrat 2011
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About the Category/ Brand and Market Trend BRU is India’s largest coffee brand in terms of volume, with a portfolio of instant and roasted & ground (filter) coffee, Ice and Hot Cappuccino and out of home vending. BRU was the first coffee brand to go national with a variety of offerings suited for the varied and distinct taste palette of the Indian consumer. BRU Green Label Roast & Ground is the largest brand in the conventional coffee segment. BRU’s Hot Cappuccino and Ice Cappuccino are innovative products specially designed for the cafe going youth - to enjoy a great cup of cappuccino even at home. The brand enjoys very strong equity in the south and its awareness and associations in the non-south part of the country emanate from its roots as the authentic south Indian coffee brand. BRU strives to stimulate conversations over coffee livening up every shared moment A key trend, which has fuelled coffee consumption in India is “rise in conversations over coffee”, which means a direct correlation with increase in out of home consumption for coffee as there is an increasing trend to socialize in cafes (especially in 10 lakh plus towns). With more than 1500 coffee cafes in the country, up from 175 in 2002 (of these around 1000 have opened in the last 5 years), coffee has emerged as the most happening beverage category, estimated to be around 1000Crs (in End Consume Price (ECP) terms) in 2011. Valued at around US$185 million, the organized café market in India is estimated to be growing at a compound annual rate of 25%. Players from Barista Coffee Co. to Cafe Coffee Day are opening outlets practically every weekend. In the past couple of years we have also
Note: All information in the case has been garnered from sources in the public domain. This case has been developed for purely academic purposes, and is not in any way the intended or actual plan of Bru World Café
Comstrat 2011
Visit us at www.draftfcbulkacomstrat.com
Page 0
About the Category/ Brand and Market Trend BRU is India’s largest coffee brand in terms of volume, with a portfolio of instant and roasted & ground (filter) coffee, Ice and Hot Cappuccino and out of home vending. BRU was the first coffee brand to go national with a variety of offerings suited for the varied and distinct taste palette of the Indian consumer. BRU Green Label Roast & Ground is the largest brand in the conventional coffee segment. BRU’s Hot Cappuccino and Ice Cappuccino are innovative products specially designed for the cafe going youth - to enjoy a great cup of cappuccino even at home. The brand enjoys very strong equity in the south and its awareness and associations in the non-south part of the country emanate from its roots as the authentic south Indian coffee brand. BRU strives to stimulate conversations over coffee livening up every shared moment A key trend, which has fuelled coffee consumption in India is “rise in conversations over coffee”, which means a direct correlation with increase in out of home consumption for coffee as there is an increasing trend to socialize in cafes (especially in 10 lakh plus towns). With more than 1500 coffee cafes in the country, up from 175 in 2002 (of these around 1000 have opened in the last 5 years), coffee has emerged as the most happening beverage category, estimated to be around 1000Crs (in End Consume Price (ECP) terms) in 2011. Valued at around US$185 million, the organized café market in India is estimated to be growing at a compound annual rate of 25%. Players from Barista Coffee Co. to Cafe Coffee Day are opening outlets practically every weekend. In the past couple of years we have also