5.6 Direct b2b (Catering, Offices, Language Courses)

Language courses target: Brand representation and comprehensiveness of HoReCa distribution. KPI: : 150 - 180 companies

Sales: 100 000 $

Catering services target: Contracts with 80 Catering Service companies (CS).

Sales:  450 000 $

Offices target: 90 Contracts

Sales: 300 000 $

Costs	Comments	Amount ($)
Language courses	Language courses search and leaflets distributed among existing language courses	15 304 $
Catering Services	Salaries & other costs	29 000 $
Offices	Salaries & other costs	13 000 $
TOTAL COSTS		49 713 $

Results

Sales Volume RSP by channels for 5 years:

Marketing budget distribution between channels over 5 years is illustrated below:

Budget distribution is highly dependent on channels policy and strategic decisions. Two first years are primarily devoted to Shocoladnica collaboration with associated advertising as well as event marketing and aggressive digital channel penetration. First retail chain entrance is conducted in the second year. The budget for Retail is gradually increasing every year. Digital channel, B2B and HoReCa clients from exhibitions and direct client search and B2B Gifting channel require stable expenditures every year.

The channel strategy allows us to achieve all the KPI for the project:

KPI	Wissotzky goal	Our achievement
Sales on the 5^th year	$20M	$ 21 875 410 (sales volume in B2B prices)
Market share in specialty tea segment	17%	$ 83 245 983 RSP Which is 17,3% of the specialty tea market and 3,47% of the Russian tea market
Marketing budget	1^st year $1.2M up to $1.9M on the 5^th year	1^st year $ 1 041 972 5^th year $2 070 276 The budget for the years has been carefully redistributed to execute strategic decisions and achieve global goals. Total 5 years budget ($7 635 395) is in the same limits as KPI goal

Conclusion

Within the present Project Report a business-plan for entering the Russian tea-market for Wissotzky group was proposed. Some the core ideas of the plan are presented below.

Sales and communication channels priorities and targets 5-years plan.

	1^st year	2^nd year	3^rd year	4^th year	5^th year
Retail	Supermarkets in Malls	Perekresok	Perekrecotk, Karusel, expanding region	Perekrecotk, Karusel, Sedmoy Continent, Metro, Auchan, expanding region	Perekrecotk, Karusel, Sedmoy Continent, Metro, Auchan, expanding to St. Petersburg and regions
Shocoladnica Collaboration	Massive promo actions	Massive promo actions	Supportive promo campaigns	Supportive promo campaigns	Supportive promo campaigns
B2B Gifting	Sales	Sales	Sales	Sales	Sales
Catering services, Offices, Language Courses	Sales	Sales	Sales	Sales	Sales
B2B Exhibitions	Finding business partners	Finding business partners	Finding business partners
Digital	Web-site, Social media, Crowd-sourcing, mobile apps	Support and activities	Support and activities	Support and activities	Support and activities
Event marketing and Guerilla	Involving consumers	Involving consumers	Involving consumers	Involving consumers	Involving consumers
Outdoor Advertising	Promoting Voyage in Shocoladnica	Promoting Voyage in Shocoladnica	Promoting brand itself	Promoting brand itself	Promoting brand itself