CASE STUDY ON BRU WORLD CAFE

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Plan Of Action..

Increase the footfall (Short term goal) Retain customers by giving them a reason to come back (Long term Sustainability) Create a differentiating factor from other competitors to increase
Market share Share of Mind Share of Heart

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HOW TO INCREASE FOOTFALL??

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1.VIRAL MARKETING

VIRAL MARKETING:

Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce exponential increases in brand awareness, through self-replicating viral processes, analogous to the spread of a computer virus.

Viral marketing would be useful for BWC because : Low cost involved Ease of execution Good Targeting High and rapid response rate
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VIRAL MARKETING

Tying up with ANNADATAs of Mumbai The DABBAWALLAS. We have Over 5000 Dabbawallas in Mumbai. They cater people at every nook and crany in Mumbai. They share a good relationship and credibility with people which can be used for spreading brand Awareness about Bru World Caf.

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VIRAL MARKETING

Bru can sponsor their uniform and use it as a source of advertisement of their brand(printing logos and name on them). Send pamphlets ,discount coupons ,some unconventional drink menu along with every dabba which is delivered. This is the best way of personalized door to door advertisement . Initially Bru can also promote some of their food items as Experiential marketing Strategy through dabbawallas at discounted price and get their feedback for the same.
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Viral Marketing
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Cost Involved:
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A onetime investment need to be done on the uniform of dabbawala which would incur a cost of about 2-3 lacs. Giving some incentives /Perks to dabbawalas depending on the no of people giving their reference while visiting the BWC.This cost would be around 1 lac. This would encourage the dabbawallas to be more assertive in marketing the brand of BWC.

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2.Theme Based BWC!!!

Introducing a concept of Theme Based BWC ,leading to an increase in target Customers and hence increased Footfall. The Menu will be the same . Providing a different experience in terms of Ambience and service. Possible themes can be :
Tete

a Tete with nature Just For Fun The lounge - Party theme Just Me

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Theme Based BWC!!!

Tete a Tete with nature

Explore the realm of nature and the environment. Have a feel of freshness and serenity while you come with your family or friends.Special grass carpet to get the feel of walking in a garden.

Just for Fun:

Enjoy and have spend leisure time over a cup of coffee. Relish the most amazing Hukka flavours. Play board games , uno cards and much more.

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Theme Based BWC!!!

The lounge Party Theme

For all the music and dance lovers , special karaoke performances , live salsa and singing performances, Much more to make you groove!!

Just Me

This theme has been specifically designed for people who have a creative bent of mind. Any budding writer , novelist or anybody in general who wants to spend some lone time with himself for introspection.

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Theme based BWC

This would be a differentiating factor from other coffee caf. Develop Curiosity in peoples mind and Attract customers. Establish BWC as A Third Place to go between home and Work/college. Cost Involved : Renovation would involve around 5 Lakhs.

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3.Cloud Marketing

Developing a website of BRU WORLD CAF

BWC

can tie up with Marketing cells of colleges for making the websites at lower costs.

Create exclusive online forums for coffee lovers wherein:

People

share there Experience Give suggestions Form discussion forums based on their interests

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Cloud Marketing

Advertising on Facebook through advertisements ,online games on Facebook. It would mean reaching out to approx 118,880 coffee and tea lovers across mumbai at affordable cost. Cost involved :
Around

4 lakhs(Rs 1000 per day ) going by CPC as that Costs the minimum and we can start advertising at very low costs as well.

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4.Association with colleges and Companies

Since the target customers are mostly college students and Working officials its important that they develop a connect with BWC. Setting up promotional Bru Coffee Stalls and selling the eatables at subsidized rate in canteens, Bakery shops within the college and offices. Sponsoring Events and distributing vouchers etc for promotion of BWC. Cost Involved: Around 5 lakhs

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5.Experiential Marketing

We can give T- Shirts to first 10000 customers on conditional basis :

Register

with unique identification to avoid duplicity One T-shirt per bill Minimum Bill cap of Rs 249

Discount coupons for customer retention. can distribute discount coupons booklet valid weekly and for entire year (conditions: they can be used on a minimum bill of Rs 149 and for restricted items for free). Cost involved: 2 3 lakhs but the return on investment will be really high on this.
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BWC

KEY DIFFERENTIATOR S
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Theme based Cafs would be one of the Key differentiators for Bru World Caf. In terms of marketing Strategy ,Using Dabbawallas would definitly be a great strategy for developing a good brand image . We can add to the menu some innovative Health Drinks which would add to uniqueness of BWC.

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Long Term Sustainability.

The marketing strategy suggested will definetly increase the footfall of customers but in order to retain them its important that

Quality of products is maintained Quality of service should be very good Continuous feedback from customers should be taken and changes implemented. Eventually number of Cafs should be increased Continuous spending on Advertising is important as BWC is still at its initial stage and its only over time people will be able to relate to it.

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Thank You
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