Nescafe Vs Bru

Nescafe

Nescafe is a brand of instant coffee made by Nestle. It comes in many different forms. The name is a portmanteau of the words "Nestle" and "cafe". Nescafe is in fact the only brand within the Nestle family where quality goes well beyond the product itself.

Another well known brand element is the mug with its energic red colour. Nescafe logotype has always been the same since its origin.

SUCCESS FACTORS FOR NESCAFE ;

1. PROMOTION STRATEGY : Each advertisement of Nescafe build impression of consumer so, this brand can live in mind of consumer. Nestle has used a number of advertising strategies throughout the years to make the product Nescafe appealing. In particular, it has used persuasive advertising, with an emotional aspect, to make it an instant success. Another powerful tool is the widely known ‘Nescafe tune’ which is one of the best advertising campaigns which was launched about 20 years ago.

OLD ADS OF NESCAFE

• Nescafe Indian Advert 1998 - Taste thats get you starting up

• NESCAFE Morning Band TV Ad

• NESCAFÉ GOLD - The New Karan Johar Ad 2013 India     (Official)

• NESCAFÉ Cartoonist | #ItAllStarts | New Ad 2015

• NEW NESCAFE AD 2014 | #ItAllStarts

Nescafe gave us the most viral ad last year, when they introduced us to Ra Ra Ra Rishi , the stuttering comedian.

The advertisement created a wave in the world of internet and received a very happy response from the users.

“Ek haklate hue comedian ki sabse badi taakat hoti hai ….. s s s s s suspense”

He doesn’t shy away from his inability, he turns it into a skill and even raps his own name towards the end.

“Ra-ra-ra Rishi”

With this commercial, they have put in a lot of thought to create magic around their brand and enhance the connect with audiences.

Nescafe has served its coffee strong to the online audience while embedding a social message without being too preachy. Additionally, the  ad has also grabbed the 5th position in the all time ads posted by Nescafe India on its YouTube page.

       2.  PRODUCT

Nescafe has developed a lot over the years and is touted as the market leader in the instant coffee industry. Nescafe which is Nestle’s product,  enters to be a leader of coffee. There are new coffee products to enter the market continually, although the general day and special day such as, Valentines Day. Nescafe got the activities “Nescafe Perfect Cup Perfect Harmony” to customers. A most of the activities was Brand awareness and Brand image thought out making loyal in the Brand image.

        3. POSITIONING

1 coffee cup 1 good feeling with Nescafe, all people have known to brand in the verities character such as, to pass love between two person, red cup, hug, happiness, co-workers, and or so. This whole happed on Nescafe strategy. Therefore, when we think Nescafe we will think the coffee cup. "Nescafe mug" red cup was popular.

BRU

                                             

Bru is a power brand from the Hindustan Unilever Limited. BRU’s  philosophy of “conversations over a cup of coffee help us to enrich those relationships that matter most to us” makes the brand absolutely relevant in today’s context. It has mainly tried to focus on the "Special Bond" which we share with our loved ones.

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.

SUCCESS FACTORS FOR BRU

1. Innovation in New Products : BRU is the leading coffee brand in India. It offers a range of products in Instant coffee, Conventional coffee, Ice and Hot Cappuccino. BRU was the first coffee brand to go national with a variety of offerings suited for the varied and distinct taste palette of the Indian consumer. BRU’s expertise in coffee ensures product delivery to the highest quality standards. The products are made from choicest beans, slow roasted to perfection, preserving the fresh coffee aroma for a great aromatic cup of coffee and a coffee experience like no other. BRU strives to stimulate conversations over coffee livening up every shared moment. These thrusts in new product development and roll out are visible when one visits a super market. The coffee section is full of various flavors and packs of Bru which itself creates a positive appeal for the brand
2. Innovation in Packaging : Another critical factor that aided Bru’s success was the innovation in packaging. The brand made the entry barrier low by launching small affordable SKUs. There are single serve and large packs at different price points making the brand affordable .The innovation and push with which it pushed a leading Nescafe to number two position , the new packaging, the price points that came down with the new small packets that anyone would buy, the good ads that made the brand look happy, the product up gradation ( flavour-lock for instance) were all admirable.
3. Aggressive Campaigns : Another factor which made Bru successful was its campaigns. The brand is famous for two campaigns. One featuring Amrita Rao was a big hit. The theme revolved around a shy girl wanting to introduce her boyfriend named Sagar to her father.

 Another campaign which was highly popular was the ‘little cup’ ad. The ad shows the wife announcing the “good news” through a symbolic ‘little cup’.

Bru Gold’s recent Ad campaign is all about creating a moment to strengthen these close relationships. Therefore the brand beautifully captures this essence in the new tagline “Tasty Bru gold ka waqt nikaliye aur rishton mein swad gholiye."

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 kick-starting one’s day with Bru. Consumers started loving the brand for its innovation and campaigns.

BRU & Nescafe - Points of differences

• Packaging : BRU has innovated in the packaging of its instant coffee by introducing the powder in clip-lock packets. It also introduced an air- tight plastic container which carried a packet of instant coffee powder. Nescafe on the other hand has by and large has stuck to its glass jar for packaging purpose.

• USP- Nestle - 100% pure instant coffee , BRU - No. 1 coffee brand in India

• Flavours - One of the BRU's more recent variant in instant coffee is 'BRU Lite' - specially introduced with a classic Mocha flavour for those who dislike coffee for its bitter taste. This gives Bru an advantage over Nescafe has largely stuck to its traditional flavour.