3. Digital

Extension & growth

Goals & KPI:

Goal # 1: Revenue of 1 792 757$ (KPI: Revenue)

Goal # 2: Audience of 4 600 000 clients (KPI: The size of audience)

Goal # 3: The co-creation of tea packs “Your personal Voyage” (KPI: sales in «personal» category)

Goal # 4: Number of social network followers (KPI: 230 000 followers)

Sales estimation: 1 792 757 ($ per year)

Activities	Short description	Costs ($ per year)
Social Media	Support of Vkontakte group	12 314$
	Contextual advertising in Vkontakte	750$
Website	Website support	500$
SEO	Promotion through main search engines	20 000$
Online supermarkets	Selling Wtea via online non-specialized shops	35 000$
OZON.ru	Product provision; logistics costs; delivery costs	1160 + 40% of sales (about 163000)
	TOTAL:	$231 564

4. Event Marketing, Outdoor Advertising and Guerilla Marketing

Target 1: Rising Brand Awareness

Target 2: Consumer involvement. KPI: Consumers directly involved in our marketing activities - 70 000

Costs	Comments	Amount ($)
Event Marketing
Day of Tea		125 000 $
Edumarketing		99 000 $
“Afisha” Picnic		4 500 $
Outdoor advertising
Stickers in carriages (Moscow Underground)	Voyage brand communication	12 706$
Outdoor Billboards (1 campaign for 5 billboards for 10 days)	Voyage brand communication	7 500 $
Bus stations (10 stations for 2 weeks)	Creative Voyage brand communication	10 000 $
Guerilla Marketing
Advertising on escalators and Wissozky Adventure Lottery		54 375 $
TOTAL COSTS		268 081 $

5. B2b Gifting

Target 1: Increasing Revenues. KPI: Generating over 720 thousand dollars; As avarage 21-22 steady clients per month

Target 2: More aggressive promotion (more exhibitions, more money invested in e-marketing). KPI : sponsoring at least 6 exhibitions

Target 3: Effective Direct sales. KPI: Sales manager continues to actively perform telemarketing, combining it with going with presentation to potential clients

Target 4: Keeping high operational effectiveness: decreasing costs and increasing revenues. KPI: marketing costs – 10% of revenues

Sales predicted: $721 607

Costs	Comments	Amount ($)
HR	Salaries	$ 67 875
Exhibitions sponsorship	Being a sponsor at a number of exhibitions or fairs where a big number of companies is concentrated	$ 937
Promotion in Print Magazines	Presence in Komus off-line catalogue	$56
TOTAL COSTS			$68 869