Digital

Digital channel is considered to be the cheapest and very efficient way of marketing communications, however it is problematic to sell tea via internet due to delivery costs. To overcome this we suggest creating the Voyage on-line tea shop that offers special tea solutions:

1) Voyage gift boxes

2) Gross sale for heavy buyer

3) Construction set “Your personal Voyage”. The “Your personal Voyage” set is an opportunity for consumers to choose the size and composition of the tea collection gift box that they are buying.

Another way to increase digital sales is to enter on-line supermarkets where tea can be bought among other products. The most suitable partners are Ozon.ru and Utkonos.ru.

Utkonos is the largest on-line supermarket, the leader in online retailing of food and related products. The company delivers products, baby products, and household chemicals, pet products and much more in Moscow and a number of districts of Moscow region. Utkonos has audience of 1 000 000 users per month, including 250 000 users who buy tea.

Ozon  is one of the first online shops in Russia and one of the largest online retailers with more then 1 500 000 SKUs from music and books to fashion and travelling. There is a special section for gift solutions where Voyage tea gift boxes can be offered to customers.

Product Options. There will be 6 different tea gift boxes. We also suggest ready sets from “Your personal Voyage series”. For instance, “Fruit Voyage by Wissotzky” (mix of fruit tea set), “Taste Voyage by Wissotzky” (mix of red, green and black tea) and etc.

B2b Gifting

B2B gifting channel is part of our strategic brand vision for Russian market. This is the way to make things differently and gain additional profit in the process. The main priority of the channel is to provide sales and promote the brand increasing the level of awareness. B2B Gifting is a special division of the company. Companies place special orders for branded tea-gifts (with their logo and logo of the gift receiving company).

Product portfolio. The basic offer contains a service of printing the logos on the present-box, which comes in 6 different versions varying in size – big (90 packs), medium (60 packs) and small (30 packs) and two possible materials of the box itself – wooden and carton. There is also available a special offer of having a special-made design of the boxes, which, of course is charged for much more than the basic version. Also it is possible to have a “constructor” version of a present – which is a personal collection. The company placing an order can make a special request choosing wanted flavors in the desired proportions. This service is as well charged for.

Marketing communications

Our communication strategy is based on the brand being sincere and always true to the identity. Therefore we shifted focus from mass advertising to involving with consumers using such instruments as event marketing, crowd-sourcing and so on. The goal of this marketing communications strategy is proving the brand identity whenever the consumer has a contact with the brand.

Design and packaging

Since tea purchases can commonly be impulsive, the design must not only stand out, but also communicate brand identity through style, appeal and form. The examples of the designs for different tastes are given below:

Another feature about Voyage packaging that is strongly connected to marketing communications.. The +1 surprise tea taste in every package is the most excellent way to prove the brand promise to the consumer, creating positive experience, encouraging to try new tastes and just providing the effect of a surprise and a present.

Outdoor advertising campaigns

For outdoor advertising we suggest using billboards and creative bus station advertising that communicates the feel of travelling to another place. The styling and photos for advertising are exactly the same as for the tea package designs so that the image and appeal of the brand is remembered by the consumers. Example:

Other outdoor communication channels are billboards near escalators and stickers in carriages in Moscow underground. We also suggest taking advantage of S7 Airlines advertising proposition to use the lunchboxes in the airplanes as a place for marketing communication.

Slogan examples for the marketing campaigns:

- «Feel the taste of Paris Autumn»

- «Get spiced up with New York Ginger»

- «Try it iced» (Promoting the idea of making ice tea at home as the key part of the summer advertising campaign, increasing sales and expressing brand identity of providing new experiences)

Crowd-sourcing

Digital Crowd-sourcing ‘create-your-tea’ contest is supposed to be one of the drivers of the 1st years marketing activities. It will be responsible for initiative communication with clients and creating mass recognition. This type of marketing communication is supposed to use the «crowd» as the source for both marketing promotion and market study. The greatest advantage of this type of marketing communication/promotion is that it is one of the easies ways get people to advertise the product and attract attention of their friends to it. Also this particular crowdsourcing is providing a unique opportunity to study the tastes and perception of consumers. Finally the consumer is the best source for marketing and product insight. Overall it makes this strategic campaign one of the best for entering the market with a new brand proposition.

The key idea of digital crowd-sourcing for Voyage by Wissotzky is to start an on-line competition between consumers. They have to come up with the idea of a tea flavor combination in connection with some city and to explain their idea.

The preoperational stage of the project is to advertise it first to raise attention and create initial information base. Could be done via a number of ways – virus-video, guerrilla marketing in malls and super-market shops. We also suggest to use “Afisha” Picnic (see at Event Marketing section) as a base for involving consumers. After the initial stage is over (around a week or two) the main activity starts.

The first stage of the competition includes people posting their ideas on the website – briefly the flavor combination, the country and one-two sentence explanation. Possible with a slogan. After the beginning of the competition voting starts automatically online and lasts for 2 weeks. The idea is to involve people into getting their friends to vote for them. For that they will post the links for their solutions on their social networks which will help the project gain popularity. Voting will also be conducted by the professional jury, so that good ideas don’t sink just due to the lack of big loyal friend-base. Hence each top 25 competitors that will receive most votes from the public and 25 more chosen by jury (independently from the number of votes).

All together these 50 people pass on to the 2^nd stage, where they have to come up with one tea dessert recepy and describe their tea-country choice in max. 50 words with 1 possible image to be used. The same procedure as during the first stage. 10 people are to be chosen by voting and 5 by the professional jury.

For all those 35 that haven't passed on to the second stage, they will receive a gift of a medium Wissotzky gift-box and a certificate for 800r. for one visit to Schokoladnitza.

The third and final step is to be judged by the jury. 3 main winners are chosen by the professionals, 3 additional by the crowd (top-voted participants). The winners choose the place they are dreaming of and want to travel to (not nececerily the place they’ve described in their offer, not to limit the creativity to the idea of “place people want to win the trip to”).

The grand prix for the winners of the third (final) stage is 6 tickets to any point in the world with a limited budget for staying in the place of a «dream». Participants that haven't won the final stage will also receive good prizes. The will receive grants for Shokoladnica for a dinner for two and also a set of 5 movie-nights certificates.

The after-stage implies the implementation of the winning ideas and introduction of the developed new products to the market.

Shocoladnitza Collaboration

Shocoladnitza collaboration is a way to introduce the brand to the consumers and to express its identity. The program of cooperation consists of the following parts:

1. Page in the menu for Voyage. We need a page with the menu Voage, tea and presentation of Wissotzky. Page on the one hand, laminated, embedded in menus, not to change it completely because of us.

2. Branded cups and teapot. If you order tea Voyage it served in a special firm service.

3. Voyage tea bag as a gift. If you order any tea waiter brings together a tea bag with a score with another flavor. The bag is offered for each ordered a cup of tea (if the company is more than ordered cups) and for each person (if the company is less than or equal to order a cup)

4. Leaflet-Guide. If you order tea, waiter serves on the table a little booklet A6 with attractions of the city, whose tea was ordered.

5. The coupon on the bill. Special coupon with images of interesting information about it, the coupon is attached to the bill. Collecting all the coupons - get a gift set of tea. Coupons are numbered, the information on them is different.

6. Opportunities for customers to buy packaged Voyage tea. You can purchase tea Wissotzky directly into the cafe. This can be a gift box and packing of tea.

7. The clip with the logo. Offered to the consumer at the expense of investing the clip that holds the account itself, coupons, etc., in order to be memorized.

8. The POS Pyramid to summer menu. In the summer time table will be placed on the pos-pyramid in addition summer menu with special offers and exciting events of the description

All of our activities at Shocoladnitza will be promotes via our website and advertising campaigns, especially during the first and second year.

Retail communications on the floor

To be effective in retail we should use some marketing communication tools on the floor. So, these marketing communication materials should be involving, interesting and informative. From a lot of available retail promo materials we defined as the most appropriate for our product placement following: shelf banners, “Stoppers”, “Wobblers”, Lightboxes. These promo materials near the place of our tea presentation will get our customers set eyes on new product, the main our communication message and involve them into trying new tastes.

Voyage by Wissotzky Website is a strategic source for communication with potential customers which delivers physical and emotional benefits of the brand usage. The main objective of the website is to attract target audience to the Voyage brand. In that case the website should contain some entertaining activities which will keep the visitor for a long time and raise his interest to the product. Furthermore the website should also play the role of trading platform offering customers a possibility of the on-line customized order. These are the reasons for the Website launch on the 1^st year.

The Website should be oriented both on B2C and B2B segments. Website characteristics:

• Type of website - Presenting website

Presenting websites are commonly used for the new brands, which communicate the differential values to the consumer. Thus, these websites tend to be interactive, informative and full of entertaining content.

• Web Interface (Design)

Usage of 360^o surround by flash animations. The visitor should be plunged into the cities’ spirit. His visual impressions should be supplemented with sounds of the city.

• CMS hookup

Contractor should provide the brand managers of Voyage with easy and convenient CMS so as the latter could change the content of the website.

• Website support

The Website should be serviced by the contractor on a yearly basis.

Website contents:

• Recipes

Voyage Website will provide various unique recipes of tea. Furthermore it will become a platform for the interested consumers, who want to share their own recipes. Recipes will be guided by special legends describing the cultural or historical context of the recipe origin.

• City mood inlays

The website navigation will have special inlays with the cities’ names on it. Clicking on one of them, the visitor will plunge into the mood of the city. Flash animation will guide the visitor through the streets of the cities. The stroll will be accompanied with the most famous musical compositions associated with this city. The Voyage brand will be harmonically implemented into the city’ spirit. The city stroll will take its tea-breaks to make the visitor acquainted with the Voyage tea.

• Crowd-sourcing

The Website will be a platform for the consumers’ competition. The visitors, either they are the first-time guests or returned, click the inlay “your city” and get involved into the competition on the most applicable recipe for the chosen city.

• Event-marketing platform

Website will be used as a platform for the event announcements. Furthermore the website will have an option of the events live broadcasting.

• Voyage online shop

 the Voyage on-line tea shop that offers special tea solutions:  1) Gift boxes; 2) Construction set “Your personal Voyage”; 3) Gross sale for heavy buyer.

• B2B gifting

Special inlay on the front page for those who want to make business with Wissotzky. The design of this inlay is more strict (office style). The possibilities of the company are presented.

Website promotion:

• Usage of SEO services to become the first link among others by the requests on tea, voyage, etc.

• Context advertising (only the 1^st year).

Social Media: Vkontakte

Development of group in social network Vkontakte as a tool for brand promotion in social media. Vkontakte is the most popular social network in Russia. The number of users is over 100 million. So it is obvious that the most active part of Wissotzky target audience consists of Vkontakte users.

The strategy in this regard is that in the first 6 months’ period we will just increase our user base in order to promote the brand through public events by means of Vkontakte group beginning from the second year (simultaneously with the beginning of retail process). It is supposed that a range of special interactive group activities will be held over half a year period. For example, among these activities can be competitions and quizzes devoted to Wissotzky tea consumption (“Collect 5 different packages of “Voyage by Wissotzky” and get special designed Wissotzky Gift Box”), Wissotzky brand study (“Find 5 differences in 2 images of “Voyage by Wissotzky” packages and get the Wissotzky Premium Collection”; “Answer the questions about Wissotzky tea brand and get the whole collection of “Voyage by Wissotzky”), Wissotzky photography (“Take photo of the most unusual situation of Wissotzky tea drinking and get new extraordinary tastes of “Voyage by Wissotzky”).

During the second half of the first year crowdsourcing practice will be implemented in the framework of Vkontakte group in order to attract, retain users' attention and involve users in the process of brand development¹.

Since the second year special events will be held once per six months in order to increase customer loyalty². It is supposed that in the first half of the second year movie night will be held in support of sub-brand “Voyage by Wissotzky”. During the next 6 months exhibition will be organized. In the framework of this event Wissotzky tea can be the sponsor of one of the numerous exhibition in order to promote its products. In the third year it was decided to make a tradition to celebrate Tea Day (December 15th) by Wissotzky company. Over the next 6 months movie night or exhibition can be held again. During the fourth year Edumarketing will be held 6 times a year (every 2 months). Along with this event Tea Day will be organized as well. Finally, in the fifth year Wissotzky can provide as usually Tea Day in December and movie night or exhibition in May.

It is obvious that along with these events competitions and quizzes will be also held periodically. Publications about different tea news and about Wissotzky tea in particular will be posted constantly as well in order to retain users’ attention.

Contextual advertising in Vkontakte

Contextual advertising as one of methods of advertising on the Internet is one of the most effective ways to attract the target audience to the object you advertise. Contextual advertising market in Russia in 2010, according to the service eLama.ru, grew by 45% and amounted to 16.3 billion rubles, or $ 537 million, based on average annual exchange rate of the dollar.

In our case contextual advertising will be placed in social network Vkontakte as the most active part of our target audience is concentrated there. It will include Wissotzky logo and slogan.

Viral videos

Our main idea is to cause a «virus-effect» to inform people about main events from Wissotzky, so people could inform other people without our interference.

1) We’ll take the concept of the popular series of 3 videos, filmed by young people during a trip around the world “eat-learn-move” as a main idea of our viral video. Young men travelling in the world biggest cities taste the new dishes, new emotions, senses and memories. All their journeys are accompanied with new flavors of tea.

The video is directed to the increase of the awareness of the brand; it will be the first in the series of video devoted to the Collection of “Wissotzky Tea”.

2) The second viral video is going to be organized in 6 months after the first (“eat-learn-move”). The concept of the video is built around the idea of “new experiences in tea consumption”. The story is about the lovers who cook the cake in their kitchen during their weekend. Light music, pleasant atmosphere of fun and love, unusual ingredients of the cake (“Wissotzky Tea” is the main) – all these things make the accent on the pleasure of the time with “Wissotzky” though there is no direct advertisement in the video.

In the social networks the videos with such a sweet, enjoyable atmosphere are very popular among women’s audience that completely fits our target audience.

3) We also suggest short videos about using tea in new ways, about new products made by Wissotzky company and everything that company does at the moment (like crowd-sourcing, Alice promo actions in Malls, other Wissotzky events, etc.)

Mobile Apps

0. Using iTunes service to make programs for iOS

1. Using «MTS shop» to make programs for Android and Symbian (MTS was first who started on-line shop by co-branding with Vodafone)

“Voyage” application. Advertisement of Wissotzky tea with additional content, such as news, links to tour agencies, wallpapers and other. In addition we can show places where one can buy Wissotzky.

“Around the world HD” application. This application will show beautiful 3d panoramas of different countries. It will give one an opportunity to look around himself. This can be achieved with GPS technologies in Iphone, Ipod Touch and Ipad. This application will also include advertisement of our brand and link to our site.

Event marketing - Annual events

Wissotzky stand on «Afisha» picnic (since 2^nd year)

«Afisha» picnic is one of the largest music open-air festival in Moscow, which gathers around 50 000 people. Besides music there are many other events, such as fashion boutique, many active and passive games, different performances and much more which make one fell free and happy. For many active people from 18 to 30 visiting this event is a matter of principle and status.

On this event we suggest to place Wissotzky stand with cold tea. People will be offered cup of cold tea from Voyage by Wissotzky sub-brand collection. Stands will be made in style of different cities symbolising different tastes of Voyage by Wissotzky. If one guesses the city by tasting the tea he will be rewarded with a pack of tea and a catalogue of Wissotzky tea. If one fails to guess he will be rewarded with a tea bag and a catalogue. The aim of this event is to attract people to the brand with this creative event, increase brand awareness and let people try our tea.

The event is held in August every year. For the first year we suggest to also use it as a base for involving consumers into crowd-sourcing ‘create-your-tea’ contest. The brochures about the event will be spread at “Afisha” picnic.

The Day of Tea (since 3^rd year)

We keep in mind popular festivals like Milk day, Honey day, Ice-cream day etc. Our new idea is combining The International Day of Tea (December, 15^th) with the new festival – The Day of Tea in Moscow. Organizing of Tea fair will breathe new life into Russian tea drinking tradition. It is a winning solution for the Company. The aim of the festival is popularization of tea, promotion of W brand. Target audience: families with children (parents love what their children love). Details: vivid colors, imperial russia style, game zones for younger children, W spots on LED-screens. Partners: Food companies, caterers, sellers of souvenirs; local authorities protection is advisable.

Event Marketing - Regular events

Film nights

Film Nights supported by W can provide moviegoers with tea tastes depending on the origins of a film or a Film Night topic. Every guest is expected to appreciate 3-4 tastes. Film Nights will bring up the most loyal groups, opinion leaders and trendsetters. Using these crowd-channels we can raise brand awareness of W. Partners: “35 mm” (Moscow) is popular with our target audience and famous for its’ repertory; a cinema in St. Petersburg

Tea Evenings and Masterclasses (Edumarketing)

Edumarketing allows us to foster love for Wissotzky in our target audience through learning. It means we don’t need to abuse advertising. Edumarketing includes organizing special evenings for our Clients where videos about production and history of tea will be demonstrated. All the guests will get booklets and samples of Wissotzky. Tea specialists will answer tricky questions. Thereby we conquer like-minded friends who will disseminate the brand story of Wissotzky.

Promotion in Malls and Supermarkets, Guerilla and creative marketing

The idea is to attract attention of customers to our brand. Our goals are to introduce the new brand for customers and to involve them into interaction, creating real customer contact for less money.

Alice in Wonderland Promoaction:

The goal of this promotion – to acquaint people with our brand. Wissotzky company makes a performance in Alice tea-party style. Eight actors in costumes have a tea party with random customers in supermarket. During this action a photograph makes pictures how people have a good time drinking Wissotzky tea with Alice and other heroes. These pictures will be posted in internet in social media to inform other users about our brand. This performance will take action 3 times per year.

Escalators are one of the best places to advertise our product. About 90% of supermarket visitors use them so the idea to stick labels on stairs and sides of escalator is very efficient. Our goal here is to involve customers into crowd-sourcing. We build statues on both sides of escalator which remind customer items and details from our packages like Eiffel Statue with our logo for example. In the end of escalator our promoters offer customers to take part in a Lottery by Wissotzky, to leave their contacts on tickets so that they could win in future a trip to one of the cities, shown on Wissotzky tea packages.

B2B gifting promotion

B2B Gifting Marketing communications consists of 3 main channels:

1. Promotion on the internet:

• SEO and context advertisement

• Distribution through e-shop Komus (items for offices)

• Own page within company’s web-site

2. Print Komus catalogue distributed within offices (normally office-managers order items through it)

3. Support and sponsorship of different kind of exhibitions. The key idea is to be a sponsor (serving tea and cakes on the event). In return many companies get to know about the idea of branded-gifting that will support their image.

Another advantage is that there are many different exhibitions that gather different companies within different fields of business, hence target audience is basically all companies providing service to other companies in the first place. Setting up a sponsoring table won’t cost very much, yet will provide the perfect aiming at target audience and “forced” initial trial of the product.

HoReCa exhibitions

By taking part in exhibitions we will be able to achieve several goals: Reintroduce Wissotzky in Russia, Acquaint people with new concept and positioning, Find partners for HoReCa and Retail. Also by taking part in exhibition we will attract attention of press, which will attract even more interested in Horeca people. After analyzing information about exhibitions we decided to participate in two such events.

EXPOHORECA. The main idea of this exhibition is to create conditions for companies in HoReCa segment where they can find partners, exchange experience, compare products and achieve other things. The main participants of this exhibition are - hotel and restaurant managers, chefs, baristas, sommeliers, suppliers and manufacturers of products for the segment HoReCa. There were more than 5000 specialists mainly from St Petersburg in HoReCa segment last year.

WorldFood. Main goal of this exhibition is to find partners in retail. It is very big event in consumption sector - many companies present their products and try to find partners. Also it has big coverage in press. Of all products coffee and tea constitute 33% what makes this event popular among tea companies and retailers. This exhibition was visited by more than 25 000 specialists last year which means that there were more than 8 000 people who were interested in tea and coffee segment.

PART III - Marketing Plan