Презентация на тему ""Wissotzky tea" – back to russia"

Содержание

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  “Wissotzky tea” – Back to Russia

  MelloW tea.Project options for DigitalHoReCaRetail

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  Potential segments (HoReCa)

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  MelloW HoReCaways of branding MelloW MelloW MelloW

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  HoReCa customer Value Volume consumption conversance HoReCaways of branding

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  HoReCamarketing communications Personal sales (how to reach HoReCa companies) Sales promotion (BTL-campaigns in the places of consumption, POSM’s, indoor) PR (tea parties for CEO, “mad hatter”) Advertising (viral marketing) Mellow

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  HoReCamarketing communications Do not Disturb MelloW

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  HoReCamarketing communications Kids’ rooms inB2B Raising of the audience Consumers’ positive response

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  Communications focused on partners (clients) - representatives Horeca.

  1) Carrying out of presentations for potential clients 2) Creation of individual tea cards for clients (with the account of feature of an institution and level of the average check) 3) Consulting support 4) Participation in exhibition World Food Moscow.

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  Budget (HoReCa)

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  Retail 1-5 periods planning

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  Promo-activities

  Instead shelves  Place Colorful Stands The biggest cost item: price for stand placement in the stores. 510 sales point - near $1 mln per year. BTL-promo actions: 1 weekend (2 days-6 hours) per store: In 33 stores (2nd year)-14251 $ In 110 stores (3rd year)-41898 $ In 135 stores (4th&5th year)- 96 000 $ Total Costs =$153 000

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  Financial calculation

  To cover all expenses we should sell 4-5 packages in 1 store per day If we want to achieve $15 mln in 5 years should sell near 30 packages every day in 1 store + using ATL instruments (e.g. outdoor advertising, advertising in metro)

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  3 ways of development:

  We don’t enter in big retail stores: but in this case it will be difficult to gain $20 mln. sales. To reach $15 mln sales we enter in big retail stores: but we should increase budget for promotion and retail expenses (expansion to all Moscow and regional retailers). We enter in big retail stores: but we will get less revenues (less than $15 mln) We also exceed our budget.

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  Digital channel

  About 75-80 %of the brand Wissotzky audience is using Internet, search engines (Google, Yandex) and social networks (vkontakte.ru, facebook.com) Active, intelligent, modern people spend great part of their time online: for work, for communications, for leisure We propose to take advantage of forced promotion in the net 3 logical parts: prelaunch stage launch stage supporting communications All of the communications are aimed on attracting or involving the consumers For whole budget of digital marketing for 5 years see your handouts

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  The attracting process

  Vkontakte.ru. SMM measures:offer system (game bonus for signing in community). COST 50 000 $. for 100 000 members in the group (about 30 000 active members) Facebook.com. SMM measures: invite system (pay for invite to the community). COST 800 $for 77 000 invitesfor 30 000 members in the group(5 000 active) The Village (online media recourse, newspaper style). About 300 000 UUM (unique users monthly), age of the audience 25-35 years. COST 4,3$ /monthly – 3 months - 400 000 shows (banner) + 4 editorials (monthly) + page of the brand on the recourse. Eda.ru. About 600 000 UUM, age 18-45, 57 % - f., 43 % - m. COST 3 200 $ /monthly – 3 months – 300 000 shows (banner 980x145) Babyblog.ru– one of the TOP fluent Russian sites. Audience 7 498 737 UUM, age 18-35 years, 99 % - f. COST– 4 200 $ – 2 editorials (first on the launch, second after 3 months) + announcement on the main page Woman.ru– women resource (fashion, lifestyle, health …). About 7 300 000 UUM, age 18-44, 65 % - f., 35 % - m. COST– 4 350 $ – 2 weeks – 3000 000 shows (banner 980x145) zdr.ru (magazine “Zdorovye”) – main resource about health. About 182 700 UUM, 18-54 age, 57 % - f., 43 % - m. COST– 840 $ – 1 month – 200 000 shows (banner 240x400) http://www.livejournal.ru/eda - popular food blog on the TOP bloggers resource. About 1 220 000 UUM. COST– 8 700 $- 1 month – 400 000 (banner)

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  1st year - Website

  Websiteis a constant reflection of the continued support and all company's promotion efforts Themain drawback ofourcompetitors istheweak involvementof customersinthe life oftheproduct Multiplepurposes: 1) toprovidegoodinformationaboutproduct 2)trytoinvolve consumers in ourproductlifecircle

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  Fresh pure virgin colors: white& green (as our packaging design did) Contrast of colors are easy to remember  Images in a minimalist style (pictures of fruits, trees, tea leaves, mint) 

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  2nd and 3rd years - preheating

  To heat target audience and to earn some free PR Start in Januaryand last only 2 weeks, otherwise people may be bored and annoyed by teasers Methods: flashmob(specialagency,30 people) greenpictureofgrass, leavesandword«Mellow» onumbrellas January - connectword«Mellow» withsomethinggreenandlightin a whiteandgreywinter Moscow flickr.com popularwebsiteforhighqualityphotos “Nothingunnecessary. Justtea.http://www.mellowtea.ru” Viralvideo makepeoplewanttogotoourwebsitehttp://www.mellowtea.ru demonstratethequalityofourtea(allcharactersandscenerywillbemadefromit), connecttheideaofsummer/natureandMellowteabrand

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  2nd and 3rd years – social media

  Increase brand awareness and create direct communications with brand and co-creation potential Create groups based on the idea of health, beauty, naturalness: Vkontakte.ru Facebook LiveJournal Peopletalkabouthealth, beauty, teaintheirlife, sharerecipes, participateindifferentcontestsandtalkaboutmusicthatassociateswithdifferenttastesofMellowtea Create connection between the brand and not only tastes but also sound (share recipes, participate in different contests, talk about music that associates with different tastes of Mellow tea in groups) Moderator post comments and direct all discusses

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  Supportstage – 4th and 5th years

  To maintaintheinterestofloyalcustomers: Loyal Customer Club: community offering regularly updated information on «haute cusine style» information will be updated on a regular basis Onlinecompetitionsforall/registeredusersatourofficialwebsite Special events (every 6 months) ArticleonWoman.ru

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  KPI

  UUMofhttp://www.mellowtea.ru– unique users who visit the resource: 100 000 – 120 000 UUM. To keep track of UUM we will place Rambler TOP 100 counter on the main page. CTR- success of an online advertising campaign for a website: clickthroughrate of an advertisement (number of clicks on an ad divided by the number of times the ad is shown, %) - 0,5 % CTR. Quantity of members in the brand societies in social networks (whole/active): 100 000 in vkontakte.ru (30 000 active) and 100 000 in FB (40 000 active). Effectiveness of competitions – measured as per cent of active members that will take part in competition. Brand awareness – measured pre/post tests in the Social Media (surveys). ROI digital – digital advertising investment/Gross margin. About 9-10% expected. Conversion– % of contacted users who became buyer. May be measured by temporary discounts for site visitors or group members. Expected 5-9 %.

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  Thank you for your attention!