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Bru coffee CBMS Project
1. MARKETING STRATEGY FOR âBRUâ COFFEE , HINDUSTAN UNILEVER LIMITED USING FRAMEWORK OF THE TEXT CONSUMER BEHAVIOR AND MARKETING STRATEGY BY PETER & OLSON FOR AHMEDABAD MARKET âHappiness begins with Bruâ 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.
2. FLOW OF PRESENTATION Step 1: Current Status of Product Step 2: Current acbeâs (Components of WOCA) (Section 1 to Section 4) Step 3: Desired Status of Product (With Reason) Step 4: Desired acbeâs Step 5: Marketing Strategy for Creating Desired acbeâs (Section 5) Step 6: Justification (Why do you think whatever data has been given will give the desired status of product?) BATCH 2009-2011 STEVENS BUSINESS SCHOOL 2
3. CURRENT STATUS 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 lakhtonne BATCH 2009-2011 STEVENS BUSINESS SCHOOL 3
4. CONTENT(Current Schema) A Perspective on Consumer Behaviour Affect and Cognition and Marketing Strategy Behaviour and Marketing Strategy The Environment and Marketing Strategy BATCH 2009-2011 STEVENS BUSINESS SCHOOL 4
5. SECTION 2 AFFECT AND COGNITION AND MARKETING STRATEGY BATCH 2009-2011 STEVENS BUSINESS SCHOOL 5
6. Exhibit 3.2 TYPES OF AFFECTIVE RESPONSES BATCH 2009-2011 STEVENS BUSINESS SCHOOL 6
8. Exhibit 3.5 BATCH 2009-2011 STEVENS BUSINESS SCHOOL 8 Cognitive Processes In Consumer Decision Making
9. ENVIRONMENT Advetisement (33.33%), Salesman (33.34%), Family(33.34%), COGNITIVE PROCESS INTRPRETATION PROCESS ATTENTION and COMPREHENSION Sales promotion(33.33%), Jingle(66.67%) MEMORY NEW KNOWLEDGE, MEANINGS AND BELIEF New Ingredient (33.33%), Bitter Taste (33.33%), Nice Aroma (33.34%) STORED KNOWLEDGE MEANING AND BELIEF INTEGRATION PROCESS ATTITUDES AND INTENTIONS DECISION MAKING Favourable(66.67%) , Experiment (33.33%) Purchase- 1007% 9 BATCH 2009-2011 STEVENS BUSINESS SCHOOL
10. Exhibit 3.7SITUATION ONE SCRIPT OF APPROPRIATE PROCEDURE FOR BUYING A BRU COFFEE BATCH 2009-2011 STEVENS BUSINESS SCHOOL 10
11. Exhibit 3.7SITUATION TWO SCRIPT OF APPROPRIATE PROCEDURE FOR BUYING A BRU COFFEE BATCH 2009-2011 STEVENS BUSINESS SCHOOL 11
12. Exhibit 3.7SITUATION THREE SCRIPT OF APPROPRIATE PROCEDURE FOR BUYING A BRU COFFEE BATCH 2009-2011 STEVENS BUSINESS SCHOOL 12
22. Exhibit 4.6 KEY ATTRIBUTES CONSIDERED BY CONSUMERS Aroma Flavour Availability BATCH 2009-2011 STEVENS BUSINESS SCHOOL 21
23. 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 donât 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 STEVENS BUSINESS SCHOOL Exhibit 4.7 22
24. Exhibit 4.7LADDERING - FLAVOUR Why is it important to be passionate about work? Because of this Iâll 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 Iâll 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? Thatâs it !!! âŠâŠâŠâŠâŠâŠ. BATCH 2009-2011 STEVENS BUSINESS SCHOOL 23
25. Exhibit 4.7LADDERING - AROMA 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 STEVENS BUSINESS SCHOOL 24
26. Exhibit 4.7LADDERING - AROMA 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 STEVENS BUSINESS SCHOOL 25
27. Exhibit 4.7LADDERING - AROMA 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 donât know!âŠâŠâŠâŠâŠâŠ.. BATCH 2009-2011 STEVENS BUSINESS SCHOOL 26
28. Exhibit 4.7LADDERING - AVAILABILITY You said that the Availability in Coffee is important to you in deciding what brand to buy? Why is that? So that I donât 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 STEVENS BUSINESS SCHOOL 27
29. Exhibit 4.7LADDERING - AVAILABILITY 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 STEVENS BUSINESS SCHOOL 28
30. Exhibit 4.7LADDERING - AVAILABILITY 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? Thatâs it !!! âŠâŠâŠâŠâŠâŠ BATCH 2009-2011 STEVENS BUSINESS SCHOOL 29
31. Exhibit 4.4 A MEC Model of Consumersâ Product Knowledge BATCH 2009-2011 STEVENS BUSINESS SCHOOL 30
32. Exhibit 4.4 A MEC Model of Consumersâ Product Knowledge BATCH 2009-2011 STEVENS BUSINESS SCHOOL 31
33. The Zaltman Metaphor Elicitation Technique interview BATCH 2009-2011 STEVENS BUSINESS SCHOOL 32
35. STORYTELLING BATCH 2009-2011 STEVENS BUSINESS SCHOOL The Zaltman Metaphor Elicitation Technique interview RELAX CHEERFUL CELEBRATION DELHI TRIP GET TOGETHER COLD WINTER DAY SUCCESSFUL TASK ACTIVATES BRAIN 34
36. EXPAND THE FRAME BATCH 2009-2011 STEVENS BUSINESS SCHOOL The Zaltman Metaphor Elicitation Technique interview VOLLEYBALL MATCH CELEBRATION STATION MY HOME HOT SPRINGS AEROPLANE FLYING 35
37. The ZMET interview SENSORY IMAGES AROMA: BABBLE TASTE: BATCH 2009-2011 STEVENS BUSINESS SCHOOL 36
38. The ZMET interview 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 timeâŠ. My favourable taste and strong aroma activates the nodes of your senses and again you become a new, improved, refreshed and enthusiastic star. ⊠ï BATCH 2009-2011 STEVENS BUSINESS SCHOOL 37
39. The ZMET interview DIGITAL IMAGE BATCH 2009-2011 STEVENS BUSINESS SCHOOL 38 7 1 3 4 2 6 5 2
40. MEC & ZMET MEC Aroma Flavour Availability ZMET Association with Self esteem, Socializing, Happiness BATCH 2009-2011 STEVENS BUSINESS SCHOOL 39
41. Exhibit 4.8 A Basic Model of Consumer Product Involvement BATCH 2009-2011 STEVENS BUSINESS SCHOOL 40
50. Less time to decideInterpretation & integration process 41 BATCH 2009-2011 STEVENS BUSINESS SCHOOL
51. EXPOSURE TO INFORMATION Intentional exposure: 33.33 % Accidental exposure: 66.67 % BATCH 2009-2011 STEVENS BUSINESS SCHOOL 42
52. VARIATIONS IN COMPREHENSION Exhibit 5.3 Automatic Processing Highly Automatic More Controlled Levels Shallow Deep Elaboration Less elaborated More elaborated Memorability Lower recall Greater recall
53. Exhibit 6.1 LEVELS OF SPECIFICITY OF AN ATTITUDE CONCEPT BATCH 2009-2011 STEVENS BUSINESS SCHOOL 44
54. SALIENT BELIEFS ABOUT AN OBJECT & ATTITUDE TOWARDS AN OBJECT BATCH 2009-2011 45 STEVENS BUSINESS SCHOOL Exhibit 6.1
55. Exhibit 6.3 Multiattribute Attitude Model â A = o b e i i i =1 Where, Ao = Attitude towards the object bi= strength of the belief that the object has attributes ei= evaluation of attribute n = Number of salient belief about the object BATCH 2009-2011 46 STEVENS BUSINESS SCHOOL
59. Exhibit 7.3 FORMING A CONSIDERATION SET OF BRAND CHOICE ALTERNATIVES BATCH 2009-2011 STEVENS BUSINESS SCHOOL 50
60. Exhibit 7.7 EFFECT OF INVOLVEMENT AND PRODUCT KNOWLEDGE ON CONSUMERSâ PROBLEM SOLVING PROCESSES High Involvement, High Knowledge BATCH 2009-2011 STEVENS BUSINESS SCHOOL 51
61. SECTION 3 BEHAVIOUR AND MARKETING STRATEGY BATCH 2009-2011 STEVENS BUSINESS SCHOOL 52
63. A Common Behaviour Sequence for a Coffee Purchase BATCH 2009-2011 STEVENS BUSINESS SCHOOL Exhibit 8.2 54
64. Measure Consumer Behavior Consumption stage Example of behaviors Types of behavior Sales Promotion WOM Advertisement Information contact Pre purchase Cash in Hand Funds Locate outlet Enter Outlet Purchase Store contact Product contact Obtain Product Transaction Take product at home Consumption Post purchase Consumption & Disposition Tell others about product Communication
65. Exhibit 8.3 FACTORS AFFECTING INFORMATION SEARCH BY CONSUMERS BATCH 2009-2011 STEVENS BUSINESS SCHOOL 56 INCREASING THE INFLUENCING FACTOR CAUSES SEARCH TO: INFLUENCING FACTOR
66. THE PROCESS OF CLASSICAL CONDITIONING Exhibit 9.1 Unconditioned stimulus Unconditioned response Neutral stimulus- Product Song/ Tagline Unconditioned stimulus - Commercials in TV serials Unconditioned response Conditioned response â Feelinf of Friendship and Happiness Conditioned stimulus 57 BATCH 2009-2011 STEVENS BUSINESS SCHOOL
67. Exhibit 9.4 OPERANT CODITIONING Sales Promotion Technique Free Sample Purchase of Product Entry into store Display ad Purchase in Store BATCH 2009-2011 STEVENS BUSINESS SCHOOL 58
68. Exhibit 10.1 Approach to influencing Overt Behaviors Influence consumerâs affect and cognitions Influence overt consumer behavior Marketing Mix stimuli placed in the environment Information about consumerâs affect, cognitions, behaviors Consumer research data Sales, market share data BATCH 2009-2011 59 STEVENS BUSINESS SCHOOL
69. Strategies Designed to Influence Overt Consumer Behavior BATCH 2009-2011 60 STEVENS BUSINESS SCHOOL Exhibit 10.2
71. Analyzing Situation 1 SITUATION 1 Lazy â 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 â Getogather 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 STEVENS BUSINESS SCHOOL 62
72. Exhibit 11.2 BATCH 2009-2011 STEVENS BUSINESS SCHOOL 63 FIVE GENERIC CONSUMER SITUATIONS
73. Exhibit 12.3 MODEL OF CULTURAL PROCESS Cultural meaning in social and physical environment Marketing strategies Other Institutors Fashion System Cultural meaning in Product and Service Cultural meaning in Consumer Social Interaction Intentional Actions 64 BATCH 2009-2011 STEVENS BUSINESS SCHOOL
74. Exhibit 13.1 BATCH 2009-2011 STEVENS BUSINESS SCHOOL 65 TYPES OF SUBCULTURE
75. Exhibit 14.1 TYPES OF REFERENCE GROUPS BATCH 2009-2011 STEVENS BUSINESS SCHOOL 66
76. Exhibit 14.2 EFFECT OF PUBLIC-PRIVATE AND LUXURY-NECESSITY DIMENSIONS ON REFERENCE GROUP INFLUENCE FOR PRODUCT AND BRAND CHOICE BATCH 2009-2011 STEVENS BUSINESS SCHOOL 67
89. AN ANALYSIS OF CONSUMER VULNERABILITY Exhibit 17.5 ATTITUDE TOWARDS OUR BRAND TWO DIMENSION Neutral Dislike Like Our regular customers who are vulnerable to our competitors Buy regularly Loyal to our brand PAST PURCHASE PATTERNS OF OUR BRAND Buy Occasionally Occasional customers who are vulnerable to our competitors Customers of competing brands who are vulnerable to our brand Forget it Never Buy BATCH 2009-2011 80 STEVENS BUSINESS SCHOOL
90. Exhibit 17.6 THE MECCAS MODEL BATCH 2009-2011 STEVENS BUSINESS SCHOOL 81