Winners of the contest to be given a free trip to Singapore
The company has tied up with Singapore Tourism Bru holds 45 per cent market share in the south
VISAKHAPATNAM: The response to the campaign - `Treasure of happiness' for Snap to Singapore - launched by Bru in the southern states was overwhelming and there has been significant rise in the market share of the leading coffee brand due to the drive, according to its marketing manager Krishnan Sundaran.
Speaking at a function to here on Friday, he said that the competition, launched in December last year, was still open and the Bru consumers could participate in it till the end of the month. A customer would have to buy a special pack of Bru Instant (50 g, 100 g or 200 g) or Bru Roast & Ground (100 g, 200 g or 500 g) and note the unique number at the back of the pack, for participating in the contest. 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 and the company had tied up with the Singapore Tourism Board for the purpose.
Meanwhile, the interim prizes (digital cameras) were being given to the participants, he said. Fifty participants had been chosen in the southern states, four of them being from Vizag. He presented the 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. "We are trying to win over the youth with sale of Bru Cappuccino in metros. Our surveys show there has been one per cent increase in market share due to that product," he said.
According to the estimates of the Coffee Board, 38,000 tonnes of coffee (of the conventional roast and ground variety) and 41,000 tonnes of instant coffee was 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.
The panel of judges included actress Suhasini and noted Telugu film director Kammula Sekhar.