The Hindu Business Line : Bru campaign boosts market share in South

There has been overwhelming response to the campaign - "Treasure of happiness" for Snap to Singapore contest - launched by Bru in the southern States, which has led to a significant rise in the market share , according to Mr Krishnan Sundaran, marketing manager.

After presenting digital cameras to the four interim winners from Visakhapatnam at a function here on Friday, he said the competition, launched in December 2006, was still open and Bru consumers could participate in it till the end of the month.

To participate, a customer would have to buy a special pack of Bru Instant (50 g, 100 g or 200 g) or Bru roast and ground (100 g, 200 g or 500 g) and note the unique number at the back of the pack.

The participants should enclose a memorable family photograph along with a 30-word write-up explaining its significance. The winners would be given a free trip to Singapore.

The company had tied up with the Singapore Tourism Board for the purpose.

Meanwhile, he said, interim prizes (digital cameras) were being given to the participants. Fifty participants had been chosen in the southern States, four of them from Visakhapatnam. He presented cameras to the four interim winners from the city - K. Nirmala from MVP Colony, Zinda Begum A from Gnanapuram, Adham Kani M from Gnanapuram and Lydia George from the NTPC, Simhadri. Lydia George responded on behalf of the winners.

Mr K. Sundaran said there had been roughly 2 per cent hike in the market share (instant coffee) of Bru after the launch of the campaign. "In particular, we are trying to win over the youth with the sale of Bru Cappuccino in metros. Our surveys show there has been 1 per cent increase in market share due to that product," he said.

According to estimates of the Coffee Board, 38,000 tonnes of coffee (of the conventional roast and ground variety) and 41,000 tonnes of instant coffee were being sold in the country. "In the instant segment, Bru is the leader, with 45.5 per cent share in the country as a whole and 64.8 per cent in the South in particular. Even in the conventional coffee Bru was leading with 45 per cent market share in the South. We are limiting the campaign to the South," he said.

He said the panel of judges included cine actress Suhasini and noted Telugu film director Kammula Sekhar.

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