Description
This is case study bru world cafe. The various strategies suggested include viral marketing, theme based BWC, cloud marketing, experiential marketing.
CASE STUDY ON BRU WORLD CAFE
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
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
VIRAL MARKETING
?
Tying up with ANNADATA’s 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 Café.
?
?
?
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.
Viral Marketing
?
Cost Involved:
? 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. would encourage the dabbawallas to be more assertive in marketing the brand of BWC.
? This
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
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.
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.
Theme based BWC
?
This would be a differentiating factor from other coffee café. Develop Curiosity in people’s 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.
?
?
?
3.Cloud Marketing
?
Developing a website of BRU WORLD CAFÉ
?
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
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.
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
?
?
?
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.
?
BWC 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.
?
Theme based Café’s would be one of the Key differentiators for Bru World Café. 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.
?
?
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 Café’s 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.
doc_604882129.pptx
This is case study bru world cafe. The various strategies suggested include viral marketing, theme based BWC, cloud marketing, experiential marketing.
CASE STUDY ON BRU WORLD CAFE
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
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
VIRAL MARKETING
?
Tying up with ANNADATA’s 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 Café.
?
?
?
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.
Viral Marketing
?
Cost Involved:
? 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. would encourage the dabbawallas to be more assertive in marketing the brand of BWC.
? This
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
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.
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.
Theme based BWC
?
This would be a differentiating factor from other coffee café. Develop Curiosity in people’s 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.
?
?
?
3.Cloud Marketing
?
Developing a website of BRU WORLD CAFÉ
?
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
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.
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
?
?
?
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.
?
BWC 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.
?
Theme based Café’s would be one of the Key differentiators for Bru World Café. 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.
?
?
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 Café’s 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.
doc_604882129.pptx