- •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)
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Crowd-sourcing
Crowd-sourcing starts at the second half-year. Targets: increasing recognition of the brand, creating interest & involving customers, getting insights & studying the market
Target 1: Involvement of a big number of participants for the 1 stage; KPI: over 400 participants
Target 2: Effective word-of-mouth «vote for me» marketing KPI: over 30.000 votes
Target 3: Increase in the number of unique visitors of the web-page comparing to the period before the competition and after the competition KPI: increase of the number of unique viewers by 200%
Target 4: Popular context ad in VK.ru KPI: more than 50.000.000 clicks during all the crowd-sourcing campaign
|
Costs |
Comments |
Amount ($) |
|
|
Context ad in VK.ru |
Promoting contest |
$1 970 |
|
|
Tickets & travel expenses (5) |
Prizes to participant |
$12 000 |
|
|
Movie-nights tickets & Schokoladnitsa dinner for two for 1600 r. coupon (10) |
Prizes to participants |
$ 920
|
|
|
Gift Box Wyssotzky (big) (15) |
Prizes to participants |
$ 390 |
|
|
Gift Box Wyssotzky (medium) & Shokoladnica coupon for 750 r.(35) |
Prizes to participants |
$1 460 |
|
|
TOTAL COSTS |
$15 340 |
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Outdoor Advertising & Guerilla Marketing
Target 1: Rising brand Awareness
Target 2: Consumer involvement. KPI: Consumers directly involved in our marketing activities - 30 000
|
Costs |
Comments |
Amount ($) |
|
|
Event Marketing |
|||
|
Afisha “Picnic” |
A stand at the event and crowd-sourcing promotion |
4900 |
|
|
Outdoor advertising |
|||
|
Billboards near underground escalators (2 campaigns with double boards at 8 stations) |
Winter and Summer promoting Wissotzky in Shocoladnica |
102 720$ |
|
|
Stickers in carriages (Moscow Underground) |
Promoting Wissotzky crowd-sourcing competition |
23 706$ |
|
|
Outdoor Billboards (2 campaigns for 15 billboards for 10 days) |
Winter and Summer Promoting Wissotzky in Shocoladnica |
39 000$ |
|
|
Guerilla Marketing |
|||
|
Alice in Wonderland Promoaction |
|
87 188$ |
|
|
Advertising on escalators and Wissozky Adventure Lottery |
|
54 375$ |
|
|
TOTAL COSTS |
311 889$ |
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