Channels policy and marketing communications for all channels

At the first stage, the campaign will be focused on creation high awareness among target audience as was mentioned above.

Media strategy:

Three media channels were chosen for communications: printed media, outdoor advertising and the Internet advertising. The choice is determined by the budget given and the cities to cover – Moscow and Saint Petersburg.

A part of print media periodicals included in the plan (Metro, Metro SPb, Sobaka SPb, Telenedelya) is distributed in Moscow and SPb only. 70% of the federal print media (Burda, Goodhousekeeping, Vokrug Sveta, Hleb&Sol, Collection of karavan Istorii, Gastronom) are distributed in Moscow and SPb as well. However, without them the client will not gain the sufficient coverage, because the federal printed media’s positions in “two capitals” are extremely strong.

We chose the ½ format for the federal printed media advertisements and ¼ for the newspapers and A3 and A2 magazines. This will optimize our campaign: we will not loose in coverage, but gain in reducing costs.

Moreover, the choice of printed media was determined by the structure and the quality of the audience, marketing activity and the presence of the competitor’s advertisements. The information about the competitors’ presence in these magazines within the last 6 months could be found in the attachment (see the attached file). We have divided the activity throughout the year in 2 flights: 1) February-March 2) September-December. January, June, July and August are traditionally the months during which the print media sales decline, the circulation decreases and the marketing activity weakens. This fact can also help to cut down expenses for other media we plan to use.

In choosing the strategy we used the competitors’ data. We have analyzed the placement strategy of LIPTON tea (please, see Appendix 1), so we decided to place our activity on the same highways as Lipton does, but to concentrate on southwest, west, northwest and central districts, as these are the most prestigious Moscow districts and the percentage of profitable customers is higher there. For the central district we chose the city-billboard format (to be placed on the bus stops and the pavement). It can help us to reduce the costs without reducing the coverage.

Moreover, we suggest using the big billboards only in February, March, November and December, due to the budget size. We suggest city formats for the whole springtime and for the whole autumn and December. It will provide us with the constant presence in Moscow streets without the considerable costs.

Examples for press advertising are in the Appendix 2.

Our choice of the websites to promote our product was based on our competitors' distribution strategy, efficiency of websites, audience and the cost per thousand (CPT) contacts. We have picked the following three categories of websites: portals and social networks (Portals), news-related websites (News) and the websites aimed at women audience (Women). To get the maximum coverage we used only the highest-rated websites. In order to establish the coverage of Moscow and St-P by the portals, we recommend to apply the region targeting whcih will allow to lower the costs and increase efficiency.