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Bru to focus on young consumers to increase market penetration

Written by: Staff

Kochi, Jul 6 (UNI) Seeking to maintain its ''market leader position'', Hindustan Lever Ltd.'s flagship coffee brand Bru is focusing on young consumers, senior brand manager Herjit Bhalla said today.

Addressing a function here to announce the Kerala segment winners of the Bru 'Treasure of Happiness' contest, Mr Bhalla said that Bru had, as per the latest industry figures, emerged as the market leader with a nearly 45 per cent market share.

''We are going to maintain that position and our main effort will be to increase the market penetration by catching new consumers, especially the youth,'' he said.

Hindustan Lever, which had merged its smaller coffee brands with the Bru brand in 2004 under the 'One Face of Bru' concept, has now launched different blends to cater to customers across different segments.

'Roast and Ground', 'Malabar' and 'Cappuccino' were some of the new blends and among these, 'Cappuccino' was targeted at the 'GenX', which was famililar with this flavour due to the increasing number of coffee shops.

Mr Bhalla said that in a bid to connect better with its customers, Bru had last year launched the 'Treasure of Happiness' contest, wherein it invited its customers to share their intimate personal moments or the 'Bru Moments'.

Stating that the contest had evoked an ''overwhelming response'', Mr Bhalla said that a total of 5,000 entries were received from the four southern states. In all, eight winners were selected by a panel of judges which consisted of illustrious writers and artistes M S Sathyu, M T Vasudevan Nair, Suhasini, Anita Nair and Chandana Chakraborty.

The two winners from Kerala -- Ms Bhiba Antony and Ms Reshmi Mariam -- were announced at the function today. They get an all-expense paid holiday for two nights and three days at any of the select Taj Resorts in India for upto five members of the family.

Ms Beeba Antony, a coffee planter's wife who admitted to preferring Bru to her own coffee, shared a touching story of a day out with her mentally challenged daughter who is no more. Ms Mariam shared her experience of a visit to an old age home.

Novelist Anita Nair said that the judges looked at the entries not from a literary point of view but to cull out a moment which refected genuine happiness, warmth and togetherness.

Mr Bhalla said while nearly 60 per cent of the entries were from women, the writers were from a 16 to 64 year age group.

''We will now be launching our next happiness idea in a few weeks' time,'' he added.


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