BRAND MANEGEMENT MKT654

Assignment 3

Brand Analysis

Nescafe and Bru

Submitted by:

Karan Trivedi AU1814018

Submitted to:

Prof. Jinal Parikh

Date: 16-06-2020

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 NESCAFE
Nescafe is a brand of instant coffee made by Nestle It comes in many different product forms. The
name is a portmanteau of the words “Nestle” and “cafe”.

Origin and History

As an early example of innovation and sustainable development, Nescafe coffee was originated in
Brazil in the 1930s. Nestle was an expert in milk processing and so they developed soluble coffee
which would help thousands of Brazilian farmers in avoiding hardship and crap waste. A quality cup
of coffee was then made by just adding boiled water. The first Nescafe coffee was launched in
Switzerland in 1938 and then it was exported to different countries like France, USA, etc. Nescafe
Classic, their first coffee product was also signature product of the company.

Nestle S. A, the largest food company in the world measured by revenues, is a Swiss
multinational food and beverage company headquartered in Vevey, Switzerland. Back in 1866, the
first European condensed milk factory was opened in Cham, Switzerland, by the Anglo-Swiss
Condensed Milk Company. The founder Henri Nestle, a German pharmacist, launched his Farine
lactee, a combination of cow’s milk, wheat flour and sugar, saving the life of a neighbour’s child In
Vevey, Switzerland. The Anglo-Swiss Condensed Milk Company, founded by Americans Charles
and George Page, merged with Nestle after a couple of decades as fierce competitors to form the
Nestle and Anglo-Swiss Milk Company in 1905. The Nestle company soon expanded into chocolate
and other food products, but it wasn’t until 1930 that they put their expertise into coffee.

Points of Parity: -

• Quality ingredients
• Similar diversity in product lines
• Convenient, easy and quick to prepare
• Affordable and easily available from all place.

Points of Difference: -

• Internationally recognized with a western influence

• Healthier coffee
• Focus on engaging the user experience by bringing people together and creating a sense of
well-being.

Brand mantra

Functional Modifier: Descriptive Modifier: Emotional Modifier:

Brewing refreshment Medium dark roast Bringing people together
https://zeynepguven.wordpress.com/executive-summary/company-history/

http://adkrieg.blogspot.com/2015/09/nescafe-vs-bru.html

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 BRU
Origin and History

Started in 1968, Bru has introduced various flavours to the Indian customers over the past years which
involve innumerable coffee trails and testing. It came into existence under brand name deluxe Green
Label and it is Unilever’s only Coffee Brand. It believes in consistently providing better and newer
products to the consumer through improved packaging solutions and innovative product formats. Bru
is a leading coffee brand in India and is known for its traditional and international taste of flavours.
Its coffee is extremely premium, strong and always delivers the best coffee to its consumers. Bru
coffee is in powder form and that is one of its biggest USP. It has mainly focused on the special bond
which we share with our loved ones. The company does many coffee trials before launching it to the
final consumer so that each cup is fresh and full of aroma. This coffee has many variants; some of
them are as follows:

• Bru Lite- Introduced in the year 2011 it is light-tasting and has classic-mocha flavour
• Bru Exotica- It is a premium-freeze-dried-coffee
• Bru Cappuccino- Hard flavour for actual coffee lovers
• Bru Gold – Is purely granulated with superior taste and uplifting aroma
Points of Parity

• Premium worldwide coffee

• Wide range of beverages
• Prepared using authentic traditional methods

Points of Differences

• Mediterranean style décor and ambience

• Range of exotic south indian coffee
• Innovation in packaging
• Aggressive campaigns

Brand mantra

Functional Modifier: Descriptive Modifier: Emotional Modifier:

Bringing energy Roasted beans in powdered Unique taglines like: Making

form Moments Lite, happiness
starts from Bru, etc
https://www.slideshare.net/102brandstrategy/bru-brand-extention

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Points of differences: Nescafe and Bru
Particulars Nescafe Bru
Category Beverages Coffee
USP 100% instant coffee India’s largest coffee brand
Positioning 100% pure coffee made from Coffee that makes special
finest coffee beans moments of genuine warmth
and happiness
Packaging Nescafe has stuck to its glass Bru has innovated in the
for packaging purpose packaging of its instant coffee
by introducing the powder in
clip-lock packets. It also
introduced air tight plastic
container which carried a
packet of instant coffee
powder.

Points of parity: Nescafe and Bru

Particulars Nescafe Bru
Segment People looking to make coffee People looking to make coffee
instantly instantly
Target group All the people in upper and All the people in upper and
middle class middle class
Preparation Convenient, quick and easy Convenient, quick and easy
Type Instant coffee Instant coffee
Strength Strong brand name, excellent Strong brand name, excellent
advertising, well organized advertising, well organized
product distribution product distribution
Opportunity Tie ups with corporates Tie ups with corporates
Threat Health conscious people who Health conscious people who
avoid coffee avoid coffee

https://www.slideshare.net/pprinceggupta/nescafe-vs-bru

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Brand Equity

Nescafe
At present, holds around 51% of market share in instant coffee segment

https://www.slideshare.net/SanamChowdhry/nescafe-16966344

Bru
At present, holds around 49-50% of market share in instant coffee segment

Bru, before becoming a family brand positioned itself as coffee just like filter coffee. But, after
elevation of its master brand, it positioned itself on Happiness.

Much of the success of Bru can be attributed to following factors: -

• Innovation in new products

• Innovation in packaging
• Aggressive campaigns

https://markmity.wordpress.com/2012/08/09/bru-happiness-begins-with-bru-marketing-strategy/

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