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, 7 TH Edition, By J. Paul Peter And Jerry C. Olson (2010), TMH Education Pvt. Ltd. “Happiness begins with Bru”
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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.
• 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)
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• 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 !!! ……………….
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• 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)
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• 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)
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• 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!………………..
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• 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)
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• 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)
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• 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
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Exh
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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
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Exh
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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
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32Th
e Z
alt
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Meta
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or
Elicit
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Te
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niq
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terv
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Pre-interview instruction
Storytelling
Expand the frame
Sensory images
Vignette
Digital image
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PRE-INTERVIEW INSTRUCTION
BATCH 2009-2011
Th
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Elicit
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Te
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STORYTELLING
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Elicit
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Te
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terv
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RELAX
CELEBRATION
GET TOGETHER
DELHI TRIP
COLD WINTER DAY
SUCCESSFUL TASK
ACTIVATES BRAIN
CHEERFUL
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EXPAND THE FRAME
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Te
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VOLLEYBALL MATCH
CELEBRATION
MY HOMESTATION
HOT SPRINGS
AEROPLANE FLYING
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Th
e Z
MET in
terv
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SENSORY IMAGES
AROMA: BABBLE
TASTE:
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Th
e Z
MET in
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VIGNETTE
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. …
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 values
Interpretation &
integration process
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EX
PO
SU
RE T
O I
NFO
RM
ATIO
N • Intentional exposure: 33.33 %• Accidental exposure: 66.67 %
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VARIATIONS IN COMPREHENSION
Highly Automatic
Shallow
More Controlled
Lower recall
Deep
Less elaborated More elaborated
Greater recall
Automatic Processing
Levels
Elaboration
Memorability
Exh
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Exh
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6.1
LEVELS OF SPECIFICITY OF AN ATTITUDE CONCEPT
BATCH 2009-2011
Beverage
Tea Coffee
Instant
Nescafe
Tata
Bru
Simple
Alone
With Friends
At my
home
Expresso
Beans
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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
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Exh
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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
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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
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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
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BATCH 2009-2011
Problem Recognition
Search for Solutions
Evaluations
Purchase
Post Purchase Use and Re-evaluation of Chosen Alternatives
Exh
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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%)
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Exh
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FORMING A CONSIDERATION SET OF BRAND CHOICE ALTERNATIVES
BATCH 2009-2011
All Brands in product class
Familiar Brands
Evoked Set
Nescafe Bru
Consideration Set – Bru
and Nescafe
Unrecalled Brands
Tata tea Coffee
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Exh
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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
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SEC
TIO
N 3
BEHAVIOUR AND MARKETING STRATEGY
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Exh
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8.1
ADOPTION/PURCHASE PROCESS
BATCH 2009-2011
Awareness
Interest
Evaluation
Trial
Adoption
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54A Common Behaviour Sequence for a Coffee Purchase
BATCH 2009-2011
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BRU COFFEE
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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
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Exh
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8.3
FACTORS AFFECTING INFORMATION SEARCH BY CONSUMERS
BATCH 2009-2011
Market Characteristics
• No. of Alternatives INCREASE• Price Range NEUTRAL
• Information Availability INCREASE
Product 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 FACTORINCREASING THE INFLUENCING FACTOR CAUSES SEARCH TO:
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THE PROCESS OF CLASSICAL CONDITIONING
Unconditioned stimulus Unconditioned response
Unconditioned stimulus -
Commercials in TV serials
Neutral stimulus-Product Song/
Tagline
Unconditioned response
Conditioned stimulus
Conditioned response –Feelinf of
Friendship and HappinessE
xh
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9.1
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Exh
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9.4
OPERANT CODITIONING
Sales Promotion Technique• Free Sample• Purchase of Product
Entry into store• Display ad• Purchase in Store
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Exh
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10.1
Information about consumer’s affect,
cognitions, behaviors
Marketing Mix stimuli placed in the environment
Influence consumer’s affect
and cognitions
Influence overt consumer behavior
Consumer research data
Sales, market share data
Approach to influencing Overt Behaviors
BATCH 2009-2011
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Strategies Designed to Influence Overt Consumer Behavior
BATCH 2009-2011
Exh
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SEC
TIO
N 4
INTRODUCTION TO THE ENVIRONMENT
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An
aly
zin
g S
itu
ati
on
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