bru coffee_cbms project
DESCRIPTION
Its a Study of Consumer Behaviour and Marketing Strategy for Bru Coffee (AhmedabadTRANSCRIPT
BRU COFFEE
MARKETING STRATEGY FOR “BRU” COFFEE , HINDUSTAN
UNILEVER LIMITED USING FRAMEWORK OF THE TEXT
CONSUMER BEHAVIOR AND MARKETING STRATEGY BY PETER & OLSON FOR AHMEDABAD MARKET
Presented By:
NIKITA SANGHVI
SOURCE: CONSUMER BEHAVIOUR AND MARKETING STRATEGY, 7TH Edition, By J. Paul Peter And Jerry C. Olson (2010), TMH Education Pvt. Ltd.
“Happiness begins with Bru”
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
2
FLO
W O
F PR
ESEN
TATI
ON
Step 1: Current Status of Product Step 2: Current acbe’s (Components of WOCA)
(Section 1 to Section 4) Step 3: Desired Status of Product (With
Reason) Step 4: Desired acbe’s Step 5: Marketing Strategy for Creating
Desired acbe’s(Section 5)
Step 6: Justification
(Why do you think whatever data has been given will give the desired status of product?)BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
3
CURR
ENT
STAT
US
OF
BRU
• Bru is a power brand from the HUL's stable. • A brand which pioneered the instant coffee
category in Indian market in 1969• Bru is the market leader in coffee segment
with a value share of 49.6 %.• Bru is positioned on the theme of happiness. • The brand has the tagline " Happiness begins
with Bru". • The positioning and communication has been
consistent with the brand's promise of kickstarting one's day with a Bru.
• Annual Consumption of Coffee: 1 lakh tonne
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
4CO
NTE
NT
(Cur
rent
Sch
ema)
1. A Perspective on Consumer Behaviour
2. Affect and Cognition and Marketing Strategy
3. Behaviour and Marketing Strategy4. The Environment and Marketing
Strategy
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
5
SECT
ION
2 AFFECT AND COGNITION AND MARKETING STRATEGY
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
6
Exhi
bit
3.2
TYPES OF AFFECTIVE RESPONSES
BATCH 2009-2011
Type of Affective Response
Level or physiological arousal
Intensity or strength of
feeling
Examples of Positive and
Negative Affect
EmotionsHigher arousal
and activation
Stronger Love
Specific feelingsMoods Alert, Relax
EvaluationsLower
arousal and activation
Weaker
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
7
Exhi
bit
3.2 Alert
33%
Love33%
Relax33%
TYPES OF AFFECTIVE RESPONSES
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
8
Exhi
bit
3.5
BATCH 2009-2011
Cognitive Processes In Consumer Decision Making
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE9
ENVIRONMENT Advetisement (33.33%), Salesman (33.34%),
Family(33.34%),
INTRPRETATION PROCESS
ATTENTION and COMPREHENSIONSales promotion(33.33%),
Jingle(66.67%)
NEW KNOWLEDGE, MEANINGS AND BELIEF
New Ingredient (33.33%), Bitter Taste (33.33%), Nice Aroma (33.34%)
INTEGRATION PROCESS
ATTITUDES AND INTENTIONS DECISION MAKING
Favourable(66.67%) , Experiment (33.33%)
Purchase- 1007%
STORED KNOWLEDGE MEANING AND BELIEF
MEMORY
COGNITIVE PROCESS
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
10Ex
hibi
t 3.
7SI
TUAT
ION
ON
ESCRIPT OF APPROPRIATE PROCEDURE FOR BUYING A BRU COFFEE
BATCH 2009-2011
Enter the Mom and Pop shop
Asked for household products
Asked for a strong coffee brand
Salesman told about Bru
Checked the ingredients and price
Compared it with the preferred brand
Choose to try the new coffee
Went to cash counter
Pay the bill
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
11Ex
hibi
t 3.
7SI
TUAT
ION
TW
OSCRIPT OF APPROPRIATE PROCEDURE FOR BUYING A BRU COFFEE
BATCH 2009-2011
Enter Star Bazaar
Went to Beverage Department
Looked for Coffee products
Remembered the jingle of Bru
Looked for Bru
Decided to buy it
Went to the cash counter
Pay the bill
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
12Ex
hibi
t 3.
7SI
TUAT
ION
TH
REE
SCRIPT OF APPROPRIATE PROCEDURE FOR BUYING A BRU COFFEE
BATCH 2009-2011
Enter Mom and Pop shop with Mom
Saw the Point of Purchase display of Bru
Remembered the ad of Bru
Decided to buy Bru
Went to cash counter
Pay the bill
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
13
Exhi
bit
3.8
BATCH 2009-2011
TYPES OF COGNITIVE LEARNING
Accretion• HUL Co.• Strong taste• Jingle• Famous in South• Price
Tuning• About Brand
• Trusted Company• Famous in South• Jingle
• About Coffee• Chicory• Strong taste• Aroma• Affordable Price
• Activated Sense• Feel Refresh• Feel Alert
• Packaging• Jar• Sachet• Packet
Restructuring• About Brand
• Famous in South• Trusted Company
• About Coffee• Strong taste• Good Aroma
• Variants• Cappuccino• Vanilla• Choco Crème• Strawberry
• Activates Brain• Feel Refresh• Alert
• Packaging• Jar• Sachet• Packet
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
14
Level of Product KnowledgeMore abstract Less abstract
Product class Product form Brand Model/feature
Coffee (100%)
Beans (66.67%)
Tata Tea (50%)
Bru(100%) Nescafe(100%)
Ground (100%)
Tata Tea (100%)
Bru(100%)
Jar: 100 gm, 200gm (100%)Packet: 11.5gm, 25gm, 50gm, 500gm (100%)Variant: Instant (100%), Cappuccino, Berry Black, Moca ber, Caramel, Mocha (33.33%)
Nescafe(100%)
Jar: 100gm, 200 gm (100%)Packet: 10gm, 25 gm, 50 gm (100%)Variant: Classic, Sunrise – Premium and Special (100%)Cappuccino, Chow Mocha,Vanilla Latte (66.67%)
BATCH 2009-2011
Exhi
bit
4.1
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
15
Bundle of Attributes
Price
Ingredient
Packaging
Flavour
Taste
Smell
BATCH 2009-2011
Exhi
bit
4.2
TYPES OF PRODUCT KNOWLEDGE
BRU COFFEE
CBMS
BRU COFFEE
16
Means-End Chains OF PRODUCT KNOWLEDGE
BATCH 2009-2011 STEVENS BUSINESS SCHOOL
Attributes
• Concrete
• Abstract
Functional
Consequences
Psychosocial
Consequences
Values
• Instrumental
• Terminal
Exhi
bit
4.4
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
17
Exhi
bit
4.6
MEANS END CHAIN• DIRECT ELICITATION• FREE SORT TASK• TRIAD TASK
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
18
DIRECT ELICITATION
• Product Form• Price• Ingredients• Brand• Size• Availability• Variant• Packaging
BATCH 2009-2011
Exhi
bit
4.6
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
19
Exhi
bit
4.6
BATCH 2009-2011
FlavourAvailability
• Nescafe
IngredientsAromaTaste
• Tata Coffee• Bru
FREE SORT TASK
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
20
Exhi
bit
4.6
TRIAD TASK
• Bru and Nescafe• Tata Coffee
POP : Taste, Variety of Flavours POD : Availability, Strong Aroma
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
21
Exhi
bit
4.6
KEY ATTRIBUTES CONSIDERED BY CONSUMERS
• Aroma• Flavour• Availability
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
22
LADDERING - FLAVOUR
• You said that the Flavour in Coffee is important to you in deciding what brand to buy? Why is that?
Because I like Strong and Dark Coffee.(Psychosocial Consequences and Concrete Attribute)
• Why is it important to have Strong and Dark Coffee?Because it keeps me awake and alert and so that I
don’t feel sleepy while doing CB Course Project .(Functional Consequences)
• Why is it important to remain awake and alert?So that I can work passionately.(Psychosocial Consequences)
BATCH 2009-2011
Exhi
bit
4.7
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
23Ex
hibi
t 4.
7LA
DD
ERIN
G -
FLAV
OU
R• Why is it important to be passionate about work?Because of this I’ll be able to work efficiently and give better
result.(Instrumental Value)
• Why is it important to give better result?So that everybody will appreciate my work.(Psychosocial Consequences)
• Why is it important to get appreciation from everyone?Then I’ll feel I am on the top of the world.( Terminal Value)
• Why it is important to feel that?Because that will make me feel confident about myself. ( Psychosocial Consequence)
Why it is important to feel confident about yourself?That’s it !!! ……………….
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
24Ex
hibi
t 4.
7LA
DD
ERIN
G -
ARO
MA
• You said that the Aroma in Coffee is important to you in deciding what brand to buy? Why is that?
Because it brings a smile on my face.(Psychosocial Consequences)
• Why is it important to you to bring smile on the face?
Because it refreshes me.(Psychosocial Consequences)
• Why is it important to you to get refresh?Because it will then activate my senses.(Functional Consequences)
• Why is it important to you to activate your sense?So that I can think about new ideas. (Psychosocial Consequences)
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
25Ex
hibi
t 4.
7LA
DD
ERIN
G -
ARO
MA
• Why is it important to you to think about new ideas ?So that I can represent myself as innovative person.(Instrumental Value)
• Why is it important to you to represent yourself innovative?
So that I can differentiate myself in a crowd.(Instrumental Value)
• Why is it important to differentiate yourself in a crowd?
So that I can capture the attention of everyone. (Psychosocial Consequence)
• Why is it important to capture attention of everyone?Because it gives me determination to do better work.(Instrumental Value)
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
26Ex
hibi
t 4.
7LA
DD
ERIN
G -
ARO
MA
• Why is it important for you to do better work?
Because it will give me social recognition.(Terminal Value)
• Why is it important for you to get social recognition?
I don’t know!………………..
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
27Ex
hibi
t 4.
7LA
DD
ERIN
G -
AVAI
LABI
LITY
• You said that the Availability in Coffee is important to you in deciding what brand to buy? Why is that?
So that I don’t have to wander around to buy the product.
(Functional Consequences)
• Why is it important to you to not to wander around?
Because it will help me to save time.(Functional Consequences)
• Why is it important to you to save time?So that I can get back to my home early and
spent more time with my friends.(Psychosocial Consequences)
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
28Ex
hibi
t 4.
7LA
DD
ERIN
G -
AVAI
LABI
LITY
• Why is it important to spent more time with your friends?
Because I like to be with them.(Psychosocial Consequences)
• Why do you like to be with them?Because it gives me pleasure. (Psychosocial Consequences)
• Why is it important to you to get pleasure?So that I can remain cheerful every time.(Terminal Value)
• Why is it important to you to remain cheerful?
Because cheerfulness gives me good health.(Instrumental Value)
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
29Ex
hibi
t 4.
7LA
DD
ERIN
G -
AVAI
LABI
LITY
• Why is it important to you to remain in good health?
So that I can remain physically fit.(Terminal Value)
• Why is it important to you to remain physically fit?
So that I can look attractive.(Psychosocial Consequences)
• Why is it important to you to look attractive?Because this makes me feel good about me.(Terminal Value)
• Why is it important for you to feel good about yourself?
That’s it !!! ………………BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
30
Exhi
bit
4.4
• A MEC Model of Consumers’ Product Knowledge
BATCH 2009-2011
Attribute
Functional Consequence
Psychosocial Consequence
Value
Flavour
Alert and Active
Work Passionately, Appreciation from others, Feel Self confident
Work efficiently, to be at the top of the world
Availability
Saves Time
Quality time with friends, Pleasure
Cheerfulness, Physical fitness, Self appreciation
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
31
Exhi
bit
4.4
• A MEC Model of Consumers’ Product Knowledge
BATCH 2009-2011
Attribute
Functional Consequence
Psychosocial Consequence
Value
Aroma
Activates Senses
Refreshening,
Social recognition, differentiation in the crowd, Determination to better work
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
32Th
e Za
ltm
an M
etap
hor
Elic
itat
ion
Tech
niqu
e in
terv
iew
Pre-interview instruction
Storytelling
Expand the frame
Sensory images
Vignette
Digital image
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
33
PRE-INTERVIEW INSTRUCTION
BATCH 2009-2011
The
Zalt
man
Met
apho
r El
icit
atio
n Te
chni
que
inte
rvie
w
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
34
STORYTELLING
BATCH 2009-2011
The
Zalt
man
Met
apho
r El
icit
atio
n Te
chni
que
inte
rvie
wRELAX
CELEBRATION
GET TOGETHER
DELHI TRIP
COLD WINTER DAY
SUCCESSFUL TASK
ACTIVATES BRAIN
CHEERFUL
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
35
EXPAND THE FRAME
BATCH 2009-2011
The
Zalt
man
Met
apho
r El
icit
atio
n Te
chni
que
inte
rvie
wVOLLEYBALL
MATCH
CELEBRATION
MY HOMESTATION
HOT SPRINGS
AEROPLANE FLYING
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
36
The
ZMET
inte
rvie
wSENSORY IMAGES
AROMA: BABBLE
TASTE:
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
37
The
ZMET
inte
rvie
wVIGNETTE
Hey Frenz! I am Bru Coffee. Your instant friend is now on duty. Just open the packet, add milk and sugar to me and I am prepared to as quickly as you desire. I am a companion for good time, happy time, success time, lovely time, relax time, bad times, idle time, sleepy time, exhaustive time, lonely time….
My favourable taste and strong aroma activates the nodes of your senses and again you become a new, improved, refreshed and enthusiastic star. …
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
38
The
ZMET
inte
rvie
wDIGITAL IMAGE
BATCH 2009-2011
4
2
56
1
2
3 7
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
39
MEC
& Z
MET
MEC
• Aroma• Flavour• Availability
ZMET• Association with Self esteem, Socializing,
Happiness
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
40
Exhi
bit
4.8
A Basic Model of Consumer Product Involvement
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
41
Cons
umer
Pro
duct
Invo
lvem
ent Consumer
Characteristic• Young, Self Confident,
Passionate, Socialising, (100%)
• Achiever (33.33%), Strivers (66.67%)
Product Characteristic• Strong Taste• Price• Strong Aroma• Variants• Packaging
Situational context• Free samples• Sales promotion• Celebrations• Less time to decide
Intrinsic Self-
relevance
Situational Self-
relevance
Involvement
• Affective responses & activated knowledge about attributes, consequences and valuesInterpretation &
integration process
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
42
EXPO
SURE
TO
INFO
RMAT
ION
• Intentional exposure: 33.33 %• Accidental exposure: 66.67 %
BATCH 2009-2011
BRU COFFEE
CBMS
BRU COFFEE
VARIATIONS IN COMPREHENSION
Highly Automatic
Shallow
More Controlled
Lower recall
Deep
Less elaborated More elaborated
Greater recall
Automatic Processing
Levels
Elaboration
Memorability
Exhi
bit
5.3
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
44
Exhi
bit
6.1
LEVELS OF SPECIFICITY OF AN ATTITUDE CONCEPT
BATCH 2009-2011
Beverage
Tea Coffee
InstantNescafe
Tata
Bru
Simple
Alone
With Friends
At my home
Expresso
Beans
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
45
SALIENT BELIEFS ABOUT AN OBJECT & ATTITUDE TOWARDS AN OBJECT
BrandPrice
IngredientPackaging
FlavourTasteSmell
Activates Senses
RejuvenateStress BusterAlertValue
Satisfaction
RelaxPersonal
Satisfaction
Confidence
PriceBrand
IngredientPackaging
FlavourTasteSmell
Attitude towards
Bru
BATCH 2009-2011
Exhi
bit
6.1
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
46
Exhi
bit
6.3
∑Ao =i =1 i
b e
Where,Ao = Attitude towards the objectbi= strength of the belief that the object has attributes ei= evaluation of attributen = Number of salient belief about the object
Multiattribute Attitude Model
i
BATCH 2009-2011
BRU COFFEE
CBMS
BRU COFFEE
Exhi
bit
6.3
BRU A0 = 90
Strong tastebi= 8ei= 2
Total= 16
Ingredientbi= 6ei= 2
Total= 12
Packagingbi= 9ei= 3
Total= 27
Varietybi= 7ei= 3
Total= 21Pricebi= 7ei= 2
Total= 14
BRU COFFEE
CBMS
BRU COFFEE
Exhi
bit
6.3
NESCAFE A0 = 103
Strong tastebi= 9ei= 3
Total= 27
Ingredientbi= 9ei= 2
Total= 27
Packagingbi= 7ei= 3
Total= 21
Varietybi= 7ei= 2
Total= 14Pricebi= 7ei= 2
Total= 14
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
49
BATCH 2009-2011
Problem Recognition
Search for Solutions
Evaluations
Purchase
Post Purchase Use and Re-evaluation of Chosen Alternatives
Exhi
bit
7.2
Freshness (66.67%), Fun(33.33%)
Tea, Coffee, Cold drinks
InstantStrong Taste and Aroma
Limited Time
Purchase Bru – Single serve package (new variant)
Liked (66.67%), unlike (33.33%)
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
50
Exhi
bit
7.3
FORMING A CONSIDERATION SET OF BRAND CHOICE ALTERNATIVES
BATCH 2009-2011
All Brands in product class
Familiar Brands
Evoked Set
Nescafe BruConsideration Set – Bru
and Nescafe
Unrecalled Brands
Tata tea Coffee
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
51
Exhi
bit
7.7
EFFECT OF INVOLVEMENT AND PRODUCT KNOWLEDGE ON CONSUMERS’ PROBLEM SOLVING PROCESSES
High Involvement, High Knowledge
BATCH 2009-2011
• Choose best product: optimize satisfactionBasic Motivation
• Obtain desired value satisfactionEnd Goal
• Complex Hierarchy, Clear, well-defined sub goals,
• Certainty about goalsGoal Hierarchy
• Several alternatives known and consideredConsideration Set
• Wide range of product knowledge is available for useChoice Criteria
• Limited (moderate) Problem SolvingDecision Process
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
52
SECT
ION
3 BEHAVIOUR AND MARKETING STRATEGY
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
53
Exhi
bit
8.1
ADOPTION/PURCHASE PROCESS
BATCH 2009-2011
Awareness
Interest
Evaluation
Trial
Adoption
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
54A Common Behaviour Sequence for a Coffee Purchase
BATCH 2009-2011
Exhi
bit
8.2
BRU COFFEE
CBMS
BRU COFFEE
Measure Consumer Behavior
Consumption stage
Information contact
Example of behaviors
Purchase
Post purchase
Product contact
Transaction
Consumption & Disposition
Communication
Funds
Store contact
Types of behavior
Pre purchase
Sales PromotionWOMAdvertisement
Tell others about product
Take product at home
Locate outletEnter Outlet
Cash in Hand
Obtain Product
Consumption
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
56
Exhi
bit
8.3
FACTORS AFFECTING INFORMATION SEARCH BY CONSUMERS
BATCH 2009-2011
Market Characteristics• No. of Alternatives INCREASE• Price Range NEUTRAL
• Information Availability INCREASEProduct Characteristics
• Price NEUTRAL• Differentiation INCREASE
Consumer Characteristics• Learning & Experience DECREASE• Social Status NEUTRAL• Age and Household Life Cycle INCREASE• Product Involvement INCREASE• Perceived Risk INCREASE
Situational Characteristics• Time Availability INCREASE• Purchase for Self NEUTRAL• Pleasant Surroundings INCREASE• Social Surroundings DECREASE• Physical/ mental energy INCREASE
INFLUENCING FACTOR INCREASING THE INFLUENCING FACTOR CAUSES SEARCH TO:
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
57
THE PROCESS OF CLASSICAL CONDITIONING
Unconditioned stimulus Unconditioned response
Unconditioned stimulus -
Commercials in TV serials
Neutral stimulus-Product Song/
TaglineUnconditioned
response
Conditioned stimulus
Conditioned response –Feelinf of
Friendship and Happiness
Exhi
bit
9.1
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
58
Exhi
bit
9.4
OPERANT CODITIONING
Sales Promotion Technique• Free Sample• Purchase of Product
Entry into store• Display ad• Purchase in Store
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
59
Exhi
bit
10.1
Information about consumer’s affect,
cognitions, behaviors
Marketing Mix stimuli placed in the environment
Influence consumer’s affect
and cognitionsInfluence overt
consumer behavior
Consumer research data
Sales, market share data
Approach to influencing Overt Behaviors
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
60
Strategies Designed to Influence Overt Consumer Behavior
BATCH 2009-2011
Exhi
bit
10.2
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
61
SECT
ION
4 INTRODUCTION TO THE ENVIRONMENT
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
62
Anal
yzin
g Si
tuat
ion
1SITUATION 1• Lazy – Exhausted• Environment: in the classroom, attending
session• Goal: To get Rejuvenate• Affect/Cognition: Feeling Sleepy but want to
get alert• Behaviour: Went to Canteen, ask for coffee
and go back to the class
SITUATION 2• Friends – Ge togather• Environment: Enjoyment, fun time, Noisy
envt.• Goal: To Spent quality time and get pleasure
and collect some memories• Affect/Cognition: Happy and excited to be
with friends• Behaviour: Prepares coffee and Snacks for all
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
63
Exhi
bit
11.2
Situations Generic Behaviour
Specific Behaviour and Environment
Information Acquisition
Information Contact
CommunicationTV ads, WOM
Shopping Store ContactProduct Contact
P-o-P displayComparing Brands
Consumption Use Haves the coffee
Disposition Disposal Reuse - Flavour Lock Packaging
BATCH 2009-2011
FIVE GENERIC CONSUMER SITUATIONS
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
64
Exhi
bit
12.3
Cultural meaning in social and physical environment
Marketing strategies
Fashion System
Other Instituto
rsCultural meaning in Product and
Service
RitualsAcquisitionPossessionExchangeGrooming
NurturingPersonalization
Divestment
Cultural meaning in Consumer
Social Interactio
n
Intentional
Actions
MODEL OF CULTURAL PROCESS
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
65
Exhi
bit
13.1
Demographic Characteristics Subcultures
Age 21 – 26 yrsReligion Hindu
Race AsianIncome Level -Nationality Indian
Gender Females (66.67%), Males (33.33%)
Family Type Parents and two kidsOccupation Students
Geographic Region Ahmedabad
Community Thaltej (33.33%). Maninagar(66.67%)
BATCH 2009-2011
TYPES OF SUBCULTURE
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
66
Exhi
bit
14.1
TYPES OF REFERENCE GROUPS
BATCH 2009-2011
Types of Reference
GroupsKey Distinction And Characteristics
Formal/InformalFormal Reference groups have clearly specified structure, informal groups do
not.
Primary/Secondary
Primary reference groups involve direct, face to face interaction; Secondary
groups do not.(Family and Friends)
MembershipPeople become formal members of
membership reference groups
Aspirational People aspire to join or emulate aspirational reference groups
DissociativePeople seek to avoid or reject
dissociative groups
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
67
Exhi
bit
14.2
EFFECT OF PUBLIC-PRIVATE AND LUXURY-NECESSITY DIMENSIONS ON
REFERENCE GROUP INFLUENCE FOR PRODUCT AND BRAND CHOICE
BATCH 2009-2011
Public necessities
Public luxuries
Private necessities
Bru Coffee
Private luxuries
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
68Ex
hibi
t 3.
6CU
RREN
T SC
HEM
A
BATCH 2009-2011
First timedrank coffeeof vendingmachine
Trip to Delhiin December
Socialising Fun time
NescafeStallNescafeVending
Machine
Jains do notpreferA root plantChicory
Love to haveit anytime!Addiction
SelfAppreciation
Brings Smileon face
StrongAroma
TinglingSensation
Hot Coffee
Famous inSouth india
Appreciationto reach to
the top
Increaseconcentration and workefficiency
Helps tokeep Awakeduring exam
Strong Taste
Instantcoffee
CoffeeGround
I love thepink colour
Saw the newflavour -
Strawberry
Cheerful Newness tolife
Affordableprice Small SKUs
Revitalisation StressBuster
Energetic
Alert
Bad forHealth
Bitter taste
JingleTagline
Bru coffee
Product form
Last timebought fromStar Bazaar
Variants
Packaging
Feel goodfactor
Caffeinecontent
FriendsGet-together
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
69
SECT
ION
5
CONSUMER ANALYSIS AND MARKETING STRATEGY
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
70
DES
IRED
STA
TUS
• Repositioning: A companion not just associated with
happiness but also with self confidence, self appreciation , self recognition.
• Re-launch the various flavours of Bru Coffee as companion for different affective responses.
• Introduce the whole range of Bru Coffee as “Café in your own Home”
• Remove the node of “Strong Taste” as one of the reason for low A0
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
71
DES
IRED
SCH
EMA
BATCH 2009-2011
Self Confidence
Availability at allplace
Hifh Concentration Rejuvenating
Regular user
Cafe latte
Bru Strawberry
Outing
Self appeciation
Bru Choco cafe
Achievement
Bru Expresso Happiness
Bru ( Original) Regular
Favourable Taste
Bru Coffee
Smell
Winter season
Various Flavours
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
72
Exhi
bit
15.1
BATCH 2009-2011
Task In Market Segmentation
BRU COFFEE
CBMS
BRU COFFEE
Mar
ket
Segm
enta
tion Segment bases Categories
Geographical SegmentationRegion AhmedabadDensity UrbanClimate WarmDemographic SegmentAge 18+Gender Male, FemaleDisposable Income Rs. 1000 and moreOccupation Students, ProfessionalEducation Graduation, Post GraduationMarital Status Single, Married
Segmentation Bases for Consumer Markets
BRU COFFEE
CBMS
BRU COFFEE
Mar
ket
Segm
enta
tion Segment bases Categories
Socio cultural SegmentationCulture IndianRace AsanNationality IndianSocial Class Upper and Middle ClassBehavior SegmentationMedia Usage TV, InternetLoyalty Status Intense LoyalUsage Rate LowUsage Situation Home, outing
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
75
Exhi
bit
16.3
BRAND COMMITMENT AND PURCHASING PATTERN
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
76
Exhi
bit
16.4
BRAND LOYALTY AND USAGE RATE
BATCH 2009-2011
BRU COFFEE
CBMS
BRU COFFEE
77
Exhi
bit
17.1
Promotion
Strategy
Promotion Behaviour•Information Contact
•Word-of-mouth communication
Promotion Environment•Clutter•Level of Competition
Promotion Affect and Cognition•Attitude toward ad•Persuasion Processes
BATCH 2009-2011 STEVENS BUSINESS SCHOOL
TYPES OF AFFECTIVE RESPONSE
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
78
Exhi
bit
17.1
BATCH 2009-2011
Promotion Strategy
Attitude towards Ad Catching Attention and elaborated comprehension
Persuasion process Focus on Central information
Information ContactFirst Accidental information
through TV and sales promotion tools which lead to
intentional search
Word of mouth communication
High WOM; high visibility at each and
every component of environment
Clutter Growing no. of promotional
strategy but Bru can differentiate by giving the information of its variant
Level of Competition Intense competition
BRU COFFEE
CBMS
BRU COFFEE
79
Higher Involvement
with product or message
Attention
• Focus on central, product-related information
Comprehension
• Deeper thoughts about product attributes and consequences
• More Elaboration
Persuasion
• Product beliefs• Brand attitude• Purchase intention
BATCH 2009-2011 STEVENS BUSINESS SCHOOL
Lower Involvement
with product or message
Attention
• Focus on peripheral, non product-related information
Comprehension
• Shallow thoughts about non product attributes and consequences
• Low Elaboration
Persuasion
• Non Product beliefs• Attitude toward ad• Brand Attitude• Purchase intention
Exhi
bit
17.3
TWO ROUTES TO PERSUASION IN THE ELM
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
80
Like Neutral Dislike
Buy regularly
Buy Occasional
ly
Never Buy
ATTITUDE TOWARDS OUR BRAND
PAST PURCHASE PATTERNS OF OUR BRAND
TWO DIMENSION
Loyal to our brand
Occasional customers who are vulnerable to our competitors
Customers of competing brands who are vulnerable to our brand Forget it
Our regular customers who are vulnerable to
our competitors
BATCH 2009-2011
Exhi
bit
17.5
AN ANALYSIS OF CONSUMER VULNERABILITY
BRU COFFEE
CBMS
BRU COFFEE
81
Exhi
bit
17.6
THE MECCAS MODEL
BATCH 2009-2011 STEVENS BUSINESS SCHOOL
Message Element
Consumer
Benefits
Leverage Point
Driving Force
Attributes
Functional Consequenc
es
Psychosocial Consequenc
es
Values
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
82
Exhi
bit
17.6
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
83
Exhi
bit
19.1
BATCH 2009-2011
The Wheel of Consumer Analysis: Channel Strategy Issues
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
84
Channel StrategyStore Image Assortment, Pricing
Store Atmosphere Physical Approach
Store Contact Visibility of the store ads, Style in department
Store Loyalty Reinforcing propertyStore Layout Grid Layout
In-store Stimuli P-o- p displays, signage, price information
Store Location Near-by store, superstores, chemist shops
BATCH 2009-2011
BRU COFFEESTEVENS BUSINESS SCHOOL
CBMS
BRU COFFEE
85
***THANK YOU***
BATCH 2009-2011