National Research University - Higher School of Economics Master Marketing Program Marketing Managemant Course

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				8
1	Analysis of external and internal environment			10
	1.1	Brands-Competitors	10
	1.2	Competitors’ Research Output	15
	1.3	Wissotzky’ Strengths	19
	1.4	Our Consumers	25
	1.5	Our Competitors	34
2	Strategic options, priorities and choice			43
3	STP and brand story			55
	3.1	Brand Identity	55
	3.2	Packaging	57
	3.3	Ideas for communications	62
	3.4	Brand-story	66
4	Product options for all channels, packaging			82
5	Channels policy			85
6	Marketing communications			89
7 Marketing plan and results Conclusion				110

1. Analysis of external and internal environment

1.1 Brand-competitors

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  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