SYMBIOSIS CENTRE OF

MANAGEMENT STUDIES,
NAGPUR

Case Study Of Bru Coffee

Guided By: Mr Anuj Sir

Submitted By: Mayank Ahuja
Answers of Case Study
Answer 1. The challenges faced by bru company are as follows
A. The village was aware of this instant coffee because at that people time still thinking that
it is a simple drink which should to taken at the time of occasions.
B. As these households were a mix of tea drinkers/ filter and other coffee drinkers due to
company people were facing problem in conveying the message.
Due to which they make the following improvements
A. They have short LCD’s to explain the village by showing videos to villager so that they
easily understand the product.

Answer 2. The accompanying video talks about how the communication strategy covered all
three segments in one go using a door to door sampling strategy cost-effectively for including
trials. It talks about how innovative media vehicles were used during the campaign in absence
of effective mass media reach out to reach three sets of audiences. During the campaign in
2009, 2.3 million households were sampled, resulting in the brand gaining a 70 per cent share
of new company entrants.

Answers 3. The following drinkers are as follows

A. Conventional filters coffee drinkers
B. Tea drinkers
C. Instant coffee Drinkers