1. Brand-story:

The brand-story is delivered within the brand essence which is based on new experiences. New experiences capture all the aspects of the product (ice-tea, new original flavors, tea-desserts), brand communication (leaflets inside the package), distribution channels (B2B branded gifting), e.t.c.

It is proposed to set up a sub-brand line Voyage by Wissotzky which perfectly fits the brand essence and as well is relevant to the mother-brand through the logo and the concept of the journey: Wissotzky flag-ship returning to Russia after having traveled around the world to share all the gained experience.

The positioning of the brand provides an exclusive opportunity to capture a niche on the market which may be called a «blue ocean» as none of the competitor-companies is positioning itself with a core focus on «new experiences». The important aspect of it is that the brand essence makes it possible to develop the strategy, the communications and the brand itself many ways, as «new experiences» propose such features as innovativeness and creativity.

Proposed brand-story is heavily based on emotional flavor: thus connecting physical senses with emotions bringing up the maximum of the possible human senses to make the bond between the customer and brand as strong as possible.

2. Channels policy

 Distribution-channels:

HORECA [key focus on Shokoladnica]: the main focus during the first two years of the market invasion this channel will be one of the top-priorities for increasing the level of acknowledgement and consumers involvement and as well keeping up sales activity. The following years this channel will be more of a supporting one. As another branch of HORECA such customer segments as language courses, work-places and catering services clients are also taken in account.

Retail [with Shokoladnica within the Mall] – first year: retail is important as it leads to significant increase in both sales and brand-awareness. Yet being the most expensive-to-enter channel the strategy for entering retail sector is to invade in the net step-by-step starting from the 6 big malls, chosen on the basis of popularity and the Shokoladnica presence factor in the first year coming up to covering Perekrestok and other chains in Moscow, Moscow suburbs and St.Petersburg. The idea is that having the consumer in Shokoladnica where he may have his first opportunity of experiencing the taste of Voyage by Wissotzky tea and afterwards being able to make a straight-away follow-up buy in the retail-store within the same Shopping mall. It is believed that it is extremely vital to have the point of sales available from the first year of product launch, as in Russia the practice of online-shopping for products is far from being developed. Therefore investing money in marketing campaigns, promoting in HORECA with no possibility for clients to buy the product even in a limited number of shops may end up in deep disappointment and following protest against the brand due to dissatisfaction of the needs to buy. Every year the retail-net would be growing and one by one capturing first the Moscow-suburbs and then St.Petersburg as well.

B2B gifting: the idea of B2B branded gifting is a special separate channel for promoting the products for the Business-sector, which in itself is a new experience as this practice is quite rare and not so many brands overall offer similar service. The idea is to provide Business segment with gift-boxes with branded logos of the ordering company & the brand or name of the recipient printed by the special order on the present box. It is a very common practice in Russia as well as in Europe: to make presents to employees, clients and partners for different celebrations (birthdays, official holidays, et.c.). The opportunity to make a unique personalized branded gift would support the Company's image as serious and thorough one and will also support and strengthen the bond between the companies, which is normally the key idea of business-to-business gifting.

Online Digital Gifting. Internet is rather an undeveloped channel for FMCG sales in Russia nowadays comparing to those in some states of America and for example Korea or China where the practice of online FMCG shopping is becoming more popular. Yet, gifting is another story: in the search of a present people often browse the net, hence having gifting proposition on the internet will help increase sales, brand-awareness and of course customers involvement in brand.