Our Consumers

The Government of the Russian Federation

The Federal State Autonomous Institution of Higher Education
""National Research University - Higher School of Economics"

Faculty of Management

Department of Company Marketing

PROJECT REPORT

Wissotzky Tea: Back to Russia

Advisor: Professor O.K.Oyner, PhD (Economics)

Authors: _______________________________

last and first name, academic group number

Table of content

Introduction
	Analysis of external and internal environment
	1.1	Brands-Competitors
	1.2	Competitors’ Research Output
	1.3	Wissotzky’ Strengths
	1.4	Our Consumers
	1.5	Our Competitors
	Strategic options, priorities and choice
	STP and brand story
	3.1	Brand Identity
	3.2	Packaging
	3.3	Ideas for communications
	3.4	Brand-story
	Product options for all channels, packaging
	Channels policy
	Marketing communications
7 Marketing plan and results Conclusion

Analysis of external and internal environment

Brand-competitors

Masstige

Premium

Middle

Picture 1 - Brand-competitors

Riston

• Comfort. Relax. Cup of good tea after hard working day.

• Unique and luxury blends, created by talented tea-testers

• Creative promotion through sponsorship, wide range of tastes

Greenfield

• Every sip of tea will bring the connoisseur a true pleasure that is born through the right balance of the new and the expected perfection.

• Original product names (Flying Dragon, Tropical Marvel), perfectly recognizable packaging, wide range of tastes

Lipton

• High quality of tea

• Natural and healthy tea that saves all the rich benefits of tea leaves, pyramid bags, wide range of tastes.

• Special tea for slim body, perfectly recognizable packaging.

Grace

• Modern European style of design and packaging. Pleasure of taste and boost of energy.

• Natural and healthy tea, perfectly recognizable packaging

Ahmad

• High quality of tea.

• Excellent Tea from England

• Creative active promotion, wide range of tastes

• The Ahmad Tea Times, cooperation with popular portal for women, billboards, Art tea-party with celebrities, sponsorship, graffiti, master class, flashmob, horse polo team

Maitre

• True tea sommelier. Text on the side of each package reveals the secrets of taste in simple and accessible form

• Assorted tea in one pack, contrast colours of pack, brand name on each pack. No images of fruits etc

Pickwick

• Pickwick is a brand with an impressive history that offers pure and natural products to enjoy at any moment of the day.

• Wide range of tastes, assorted tea in one pack

• Weak communications, difficult to find information and site

Twinings

• Position of unique original English mark with centuries-old traditions.

• Different design for each collection, brand name on each pack

Nadin

• We work with perfect grades of tea and we give particular attention to ecological cleanliness of production, its useful properties and flavoring qualities.

• The assortment reaches 200 names. A variety of tastes of tea in various packing: gift in tin jars, cardboard packs, bags for individual tea leaves.

Tess

• Continuous kaleidoscope of impressions, maximum of nature energy.

• Consumers tend to believe that ingredients of TESS are not as healthy and natural as they claim to be.

Newby

• Family business which making use of experience more than three generations.

• First international brand offering the most quality tea at the price accessible to the average buyer.

Curtis

• Premium tea with bright flavor that gives a sense of brightness and fullness of life.

• Wide range of fruit and herbal teas with the addition of pieces of natural fruits, flower petals and herbs.

1.2 Competitors’ Research Output

In brand competitors’ research we have come to conclusions, presented in the Table:

Name	In general brand name bears no semantic load à we can put benefits and basic ideas of concept in our brand name. So that it play the role of advertisement.
Manufacturer	No matter where tea is packed, because All raw materials come from China, India, Sri Lanca…
Class	Masstige class gives a possibility to fill the gap between mid-market and super premium
Key idea of communications	High quality of tea is too trivial for new brand. Natural ingredients and impressive history of company are more likely to use.
Assortment	Wide
Gift collection	It’s better to include a gift sets in our product range.
Features	The majority of the companies try to expand assortment because of growing consumer’s requirements + perfection in package and tea bags.
Vulnerability	The tea companies focused on the premium market has poor communications.
Advertising	In order to save budget it’s better to use active creative promotion, aimed at both customer and distribution system, sponsorship, tasting reception, website, but avoid advertising in media.
Website in Runet	Company should have Russian Website with such sections as: history, product, events, news
Retail	Chain stores, internet shop for office (komus.ru), internet food-stores (also on own web sites) and rarely specialized shops.
Packaging	Loose tea (carton) 100g, teabags 100x2g, teabags (foil liner as possible) 250x2g, pyramids 20х2g.
Price per 25 tea bags of green tea	From 50 to 180 RUR

1.3 Wissotzky’ Strengths

To come to the best positioning we have highlighted the strongest sides of Wissotzky company, which are:

· Health:

o Sugar free

o 100% natural, no additives

o Gluten free

o Calorie free

o No carbohydrates

o Rich in antioxidants

o Enhances immune functions

· Natural

· Professionals (Since 1849)

· Passion

· Indulgence

Characteristics of tea brands in specialty segment:

· Natural (Non-gluten)

· Great taste

· Antique/luxury packaging

· Mood of the day

· From origin of tea to consumers trust

Wissotzky’ tea variety:

§ Green tea

§ Herbal infusions

§ White tea

§ Robust tea

Wissotzky’ tea qualities:

§ Low caffeine or caffeine free

§ Source of antioxidants

§ Trends like fitness association

§ Natural

§ Sugar free

§ Long lasting aroma

Other Wissotzky’s strengths:

· Family business

· Israel’s quality

Our Consumers

Research results have shown that our consumers can be divided on 2 separated segments:

o Modern elite, whose main characteristics are:

§ Looking for comfort/convenience

§ Hold to cultural way of life

§ Lifestyle is oriented to the West

o Young status seekers, whose main characteristics are:

§ Urban

§ Willing to take risks

§ Style of consumption: towards trends in the avant-garde milious of major western cities

§ Individualized prestige consumption

o Old technocrats

o New business milieus

o Traditionalists

o New middle class

Conducted research helped us to identify basic consumer trends, which are:

o Healthy lifestyle:

§ Healthy food for grown-ups and for children

§ Desire to look good and stylish in day-to-day life

§ Lower consumption of sugar/salt/fat

o Seeking for convenience (consumption at work), but don’t believe in naturalness of tea bags

o Taste innovators

o Status consumption

o Like to travel

So, we can come to conclusion, that our consumers:

• Hold to cultural way of life

• Live in a city pace

• Want to look good and stylish in day-to-day life

• Want to eat healthy food

• Look for convenience (but don’t believe in naturalness of tea bags)

• Like to try something new

• Like to travel

• Like individualized offers

What we need after the researches is to answer the main question: who are our consumers and what are their needs?

The answer is as simple as it only can be: our consumers need really natural product (now people don’t believe that different types of tea from different companies are natural).

In such concept “natural” means:

ü No artificial components, flavoring agents, etc.

ü At the same time the consumer wants to get deep taste and aroma.

The conducted research has shown that consumers don’t believe that the leading tea-producing companies offer the kind of tea which can satisfy all the desires.

The market survey has shown that there is a correlation between the varieties of tea tastes and the consumer attitude to the “natural” components. For example:

• Ahmad – few tastes, more natural;

• Lipton: wide product range, not natural

Moreover, nowadays there are lots of tea brands with the wide variety of tea types. Sometimes consumer can’t see the difference between the brands. So, Wissotzky-tea concept can be successfully based on the professionalism guaranteed by the age of the W-company. There is no other tea-company with such a great historical backgroundon the market.

Дата добавления: 2015-11-13