Bru targets metros to increase sales in non-South market

Kolkata, Mar 7 (UNI) Hindustan Lever Limited's Bru, with its metro-focussed market, is currently targetting the six major cities, including the four metros, to lure more customers.

''Bru has a metro focussed market, We are currently targetting the six major cities of Delhi, Mumbai, Kolkata, Chennai, Ahmedabad, Pune and Nagpur, especially attempting to lure the young with our 'Cappachinno','' Bru's Marketing Manager Krishnan Sundaram said today.

Announcing the launch of their contest 'An Evening to Remeber', Mr Sundaram revealed to mediapersons that 80 per cent of their consumers comprise the South Indians.

He refused to divulge the particulars of their target and present production-sale ratio. Quoting the Coffee Board report he said in the last calendar year(2006) they had an approximate production of 80,000 tonnes with an increase of 10,000 tonnes this year.

While 66 per cent production consisted of instant coffee, 45 per cent of it was of conventional roasted ground(filter) coffee, with 50-60 per cent of filter coffee being marketted by local brands.

On being asked about the seasonal difference in coffee sale, he said there is ''a 4-5 per cent swing between the summer and winter in only the non-South Indian market. Bru's sale in the South remains consistent throughout the year''.

While Mr Sundaram waived any plans of opening a cafe, they do however, maintain outlets like vending machines in airports and kiosks.

'An Evening to Remember' is a contest through which consumers win a chance to experience the luxuries of a grand meal with their family in a star hotel. The programme began in the first week of February and will continue throughout this month.

'Bru se Hoti Hai Khushiya Shuru' a familiar jingle was given a new dimension with this contest where a customer can participate by sending in the unique code number, inscribed on the scratch card within the coffee packets. The company, through a lucky draw will pick the winners.

Speaking at the meet, Mr Sundaram said, ''This ongoing programme is a part of the numerous consumer activities that the company has lined up for the coming days, adding, that ''within the past eight weeks there has been 20 winners''.

Two families from Kolkata, who were invited to participate in today's meet, could not find words to express their emotion.

While Mr Mukherjee from Dunlop said, ''It was an honour to be a part of the Bru family,'' Mrs Amarjeet Singh said, ''Bahut achcha laga, aur kya batau?''(It felt great, what else to say?).

UNI