Short Run Strategy

In SR (approximately 1,5 years since the start of campaign) the emphasis is put on the customer attraction and brand awareness increase.

The first step is a strong marketing campaign – presence of the tea in highly attendance retailer shops and hypermarkets, massive press advertising, home page of the Wissotzky Tea in Russia in the Internet and banners in the popular Internet sites.

Aims at first stages:

1) AAU (Awareness/Attitude/Usage) Metrics

a. Increase of brand awareness (prompt/unprompted awareness)

b. Increase the metric of “top of the mind” – mentioning the brand at the first place

c. Increase Ad Awareness (awareness of advertising campaign, %)

d. Increase Attitude (rang scale)

e. Usage – put the brand into average bill, create a habit of Wissotzky Tea usage

2) Loyal customers increase – the vital point is to create the advocates of the Wissotzky Tea brand

At present, the comments about Wissotzky Tea in the Internet tend to focus on the bad tea quality. Our goal is to break this barrier. We should prevent our target audience from the bad influence of the past mistakes. That is why we refuse the social networks at first stages, where the users share opinions, where the level of conformism is high, while we have no “advocates of brand”, being responsible for repulse the attacks on brand.

The main points of sales are:

· Retail. Premium store chains (Azbuka Vkusa) and mass market chains (Auchan, Real, Magnolia, Victoria, Victoria Kvartal, Ostrov). The main goal – huge volume of sales provided by stream of clients (these chain stores can be the guarantors of quality).

· HoReCa (SHOKOLADNITSA) – Easily to get in touch with the Target Group. Increases sales volume and brand awareness

Long Run Strategy

In LR (since the 3rd year of the campaign) the emphasis is on the customer loyalty increase, focus on retention, word-of-mouth etc.

Aims of the LR:

1) Increase the number of loyal customers – creating a special seasonal offers of Tea

2) Attraction of new clients by more wide presence in retail chains, promo campaigns, word-of-mouth etc.

3) Wissotzky tea – one of the leaders of the Russia tea market – the best Tea for gifts, usage at home, usage at HoReCa

When the goal of the 1st stage is reached (target audience is aware about Wissotzky tea and some of them are loyal), it will be possible to begin the 2ns stage. Its goals are: to increase the loyalty, to retain the customers, at the same time – attracting new consumers with the help of event marketing and word-of-mouth.

We also increase the number of retail stores and the number of universities.

Simultaneously with the extension we plan to use the brand in the cooking teleshow as a product placement brand. We plan to form the association: “Tea = Wissotzky Tea”.

Once per 2 months – organize some events to strengthen the positive associations with the brand, to increase the respect to the brand, to convince the loyal audience that they were not mistaken choosing Wissotzky Tea – special “Tea Guys on the street”

Furthermore, a social media campaign will be started after carrying out a preliminary survey about Attitudes metric. Actively involving the consumers into the group, continuing to write letters from a descendant, give puzzles and quests.

The main points of sales are:

1) Retail. Premium store chains (Azbuka Vkusa) and mass market chains (Auchan, Real, Magnolia, Victoria, Victoria Kvartal, Ostrov). The main goal – huge volume of sales provided by stream of clients (these chain stores can be the guarantors of quality).

2) HoReCa (SHOKOLADNITSA) – Easily to get in touch with the Target Group. Increases sales volume and brand awareness

STP and the brand story

In this part of the paper the STP and the brand story will be presented.

Target Audience

Geographic features

• First stage – mln cities – Moscow, St-Petersburg – max Tea consumption

Demographic features

· 21-50 age

o 21-35 years – people, who don’t want to spend time in shops, more and more they try to buy everything using the Internet.

o 35-50 years – traditional way of buying goods, need to meet them at the streets, at their work and in shops, TV commercials are also possible.

· Women/men

· Higher education

Psychographic features

· Active people, who likes to be the leader, to achieve their own targets

· People who are interested in staying “up-to-date” and for whom prestige is important

· Sport people or people who likes to maintain a healthy state of mind

· Business people

Behavioral features

· Reasons for buying the tea:

o Home/out of home consumption

o Presents for host

· High loyalty

· The need of high-quality tea to drink

Positioning

The main goal is to create the effect of prestigiousness.

Wissotzky Tea positioning consists of two parts:

· Based on target group

· Based on consumption ways and situations.

Firstly, our target group includes both men and women, but women are most preferable target consumers as they usually tend to buy products for family (including tea). Women are very sensitive to emotions, design, packaging, advertising, aroma and taste of the product. The key word for them is EMOTIONS.

Men, on the other hand, prefer choice simplicity, good taste, the quality of tea leaves and sometimes attractive packaging. The key word for them is COMMON SENSE.

Therefore, we should try to combine common sense and emotions to create a brand which can be attractive for both men and women and which can transform each consumer in a loyal consumer.

Secondly, we plan to leave different sorts of tea in Wissotzky’s product line due to the fact that different sorts of tea are good in different ways of consumption. We tend to “touch” the consumer with the brand in every place he can make his way to. Moreover, on average a person stays 10 hours AT HOME (7 out of 10 – sleeping). 14 hours are usually spent out of home. Wissotzky Tea brand should stay with the consumer throughout a day.

Brand story

The brand story of the concept and this promotion campaign is the parcel, which is brought by W.F.Wissotzky (the descendant of the great Wissotzky Family) especially for the customers from distant lands.

The brand story is based on

· Strong historical links

· Based on: traditions, quality, great taste, prestigiousness, and history

The core idea is:The history of Wissotzky Tea throughout the ages – a parcel brought from a distant land to a Tea Lover, for whom tea consumption is very important in every moment in his life. The writer is the descendant of the Wissotzky tea dynasty. He welcomes the Tea Lover to enjoy the variety of blends and the richness of taste.

The letter:

Dear Tea Lover,

I am a descendant of the Great Russian tea merchants dynasty of Wissotzky. I offer you to enjoy the tea, which came from a distant land. In this parcel, which was carefully handed by the coachmen, you may find a whole symphony of flavors of delicate Wissotzky Tea.
Our family has always treated tea with a special attitude. Since 1849, my great ancestor Klonimus Wolf Wissotzky brought to Russia only delicious and unusual blends of tea. He established a special tradition in our family – to treat each single tea leave with care and respect. It is for that my family has become a regular supplier by appointment to His Majesty the Emperor.

But not only the Imperial Court could enjoy the rich flavor of tea from merchant Wissotzky. The Russian Empire has been famous for a special attitude to tea for centuries that is why the merchants brought exclusively high-quality varieties and blends of tea from the overseas countries. Russian tea drinking has always been held grandly and it was impossible to imagine a national table without the traditional samovar, sweets and Russian hospitality and warmth. Being aware of all these features, Wolf Wissotzky always tried to bring only the best tea from the distant lands to delight his countrymen's taste.

I adopted the ability to treat the tealeaves with respect and care, so I am glad to continue my family’s tradition – creating the best possible blends for you to enjoy. Modern technologies, which are used for the preparation of blends in Israel, can transfer the energy of the leaf for you to spend your day at height and in good spirits. I offer you to plunge into the world of tea of the highest gold standard.

Wissotzky Tea’s rich palette of flavours will allow you to make your morning cheerful and serene, day – outstanding and perfect, evening – peaceful and calm.
Once tasted Wissotzky Tea, you will remain its admirer forever. A variety of blends and sorts of Wissotzky Tea will allow you not to part with your favorite beverage throughout the day!

Дата добавления: 2015-10-23