- •The Government of the Russian Federation The Federal State Autonomous Institution of Higher Education ""National Research University - Higher School of Economics"
- •Project report
- •Table of content
- •Introduction
- •Part I – Brand Story Analysis of external and internal environment
- •Strategic options, priorities and choice
- •Stp and brand story
- •Part II - Channels policy and Marketing communications
- •Digital
- •B2b Gifting
- •Marketing communications
- •1St Year
- •Shocoladnica
- •Digital
- •Crowd-sourcing
- •Outdoor Advertising & Guerilla Marketing
- •B2b Gifting
- •HoReCa Exhibitions
- •Direct b2b (Catering, Offices, Language Courses)
- •2Nd Year
- •Shocoladnica
- •Digital
- •Event Marketing and Outdoor Advertising
- •B2b Gifting
- •HoReCa Exhibitions
- •2.7 Direct b2b (Catering, Offices, Language Courses)
- •3Rd Year
- •Shocoladnica
- •Digital
- •Event Marketing, Outdoor Advertising and Guerilla Marketing
- •B2b Gifting
- •HoReCa Exhibitions
- •3.7 Direct b2b (Catering, Offices, Language Courses)
- •4Th Year
- •Shocoladnica
- •Digital
- •Event Marketing, Outdoor Advertising and Guerilla Marketing
- •B2b Gifting
- •4.6 Direct b2b (Catering, Offices, Language Courses)
- •5Th Year
- •Shocoladnica
- •Digital
- •Event Marketing, Outdoor Advertising and Guerilla Marketing
- •B2b Gifting
- •5.6 Direct b2b (Catering, Offices, Language Courses)
- •Results
- •Conclusion
- •Sales and communication channels priorities and targets 5-years plan.
- •Brand-story:
- •Channels policy
- •Communication Strategies:
- •Results:
- •Appendix 1. Positioning map of competitors
- •Appendix 2. Retail calculations
- •Appendix 3. Shocoladnica collaboration calculations
- •Appendix 4. B2b Gifting calculations
- •Appendix 5. Digital calculations (for Ozon.Ru and Voyage online store only)
4.6 Direct b2b (Catering, Offices, Language Courses)
Language courses target: Brand representation and comprehensiveness of HoReCa distribution. KPI: : 130 - 160 companies
Sales 70 000 $
Catering services target: Contracts with 60 Catering Service companies (CS).
Sales: 300 000 $
Offices target: 70 Contracts
Sales - 170 000 $
|
Costs |
Comments |
Amount ($) |
|
Language courses |
Language courses search and leaflets distributed among existing language courses |
12 713 $ |
|
Catering Services |
Salaries & other costs |
25 000 $ |
|
Offices |
Salaries & other costs |
12 000 $ |
|
TOTAL COSTS |
49 713 $ |
|
5Th Year
Priorities are:
-
Retail is core priority
Total costs: 2 070 276 $
Total sales: 21 875 410 $
Total sales RSP: 83 245 983 $
-
Shocoladnica
Entering St. Petersburg Shocoladnica cafes along with Moscow
Target 1: increasing in buying our tea at café. KPI: the amount of ordering tea 40% of all orders of tea ( +5% to previous year)
Target 2: people continue interested in buying our special present tea bags. KPI: 10% of those who drink tea in café buy usual boxes of tea; 3% of those who drink tea in café buy gift package (more than in previous year, because amount of people who order tea in café increase)
Target 3: buyers are becoming interested in buying our tea in St. Petersburg. KPI: the amount of ordering tea 20% of all orders of tea
Target 4: people are becoming interested in buying our special present tea bags in St. Petersburg. KPI: 10% of those who drink tea in café buy usual boxes of tea; 3% of those who drink tea in café buy gift package
Sales expected: 9 081 905 $ ( 29 151 255 $ RSP)
|
Costs |
Comments |
Amount ($) |
|
Voyage tea bag as a gift (St. Petersburg) |
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). |
6 118 |
|
Branded cups and teapot (St. Petersburg and Moscow) |
Separately purchased cups and teapots and ordered separately applying for thesecorporate style. |
6 081 |
|
Leaflet-Guide (St. Petersburg) |
A little booklet A6. |
75 |
|
Page in the menu for Voyage (St. Petersburg) |
Special page only for our tea menu. |
12 |
|
The clip with the logo (St. Petersburg) |
Clip in menu with our logo. |
105,5 |
|
The POS Pyramid to summer menu (St. Petersburg and Moscow) |
Type of pos-materials with information about special summer menu. |
4375 |
|
|
TOTAL MARKETING COSTS |
$ 12 549 |
-
Retail
Sales expected: 50 192 063 $ RSP
|
Costs |
Comments |
Amount ($) |
|
Payment for retail shelves |
Payment for shelves in supermarkets in MOSCOW and St. Petersburg Malls; all supermarkets "Perekrestok" in Russia; all hypermarkets "Karusel" in Russia; supermarkets "Sedmoy Continent" in Moscow, all hypermarkets "Metro" and "Auchan" in Russia |
$1 233 000 |
|
Staff expences |
Salary (Commerce manager, KAM "Perekrestok" (Key Account Manager), KAM "Karusel" (Key Account Manager), KAM "Sedmoy Continent" (Key Account Manager), KAM "Metro" (Key Account Manager), KAM "Auchan" (Key Account Manager), Marketing manager, Sales Manager, Marketing specialist, Retail sales analyst, 7 Sales Representatives, Designer of marketing material, Assistant) |
$378 750 |
|
TOTAL COSTS |
$1 611 750 |
|