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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: Artemchuk Anton 620
Ayrapetyan Khoren 620
Bessarabov Sergey 622
Bondarenko Elena 621
Gubina Irina 620
Kersh Evgeniya 622
Klimanov Denis 622
Lagutaeva Daria 622
Litovka Anastasiya 622
Malova Ekaterina 622
Maslova Elena 620
Ryazantsev Andrey 622
Savenkova Anna 621
Sazonova Olga 622
Senin Alexander 622
Smirnova Ksenya 621
Trofimova Tatyana 621
Moscow, 2011
Оглавление
Introduction 3
Analysis of external and internal environment 3
Tea market is close to saturation, almost 100% of Russians consume tea. The growth in number of new consumers is not significant, but this leads for the new competition dimension - companies introduce new brands and new solutions in product packaging. 4
Strategic options, priorities and choice 8
Short Run Strategy 8
Long Run Strategy 9
STP and the brand story 10
Target Audience 10
Positioning 10
Brand story 11
Product options for all channels, packaging 12
Channels policy and marketing communications for all channels 19
Retail and PoSM 20
Social Activity 21
Marketing Plan and Results Anticipated 21
Conclusion 23
Appendix 1. Lipton Mapping Outdoor 24
Appendix 2. Examples of press advertisements and POSM 25
African Collection 25
Winter Collection 27
Green Line 29
Platinum Collection 30
Masala Tea 31
Magic Garden 33
Ordinary type of ads 34
Introduction
In this paper will be considered the promotion campaign for the Wissotzky Tea. The concept of the all campaign is the “History”, which is based on traditions, quality, great taste, prestigiousness and history. Packages – the parcels, which are brought especially for customers from distant lands. The character of the campaign is F.W.Wissotzky – the descendant of the Wissotzky Family.
The basic idea – 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.
In this paper the core idea and all the instruments will be considered. The campaign “History” will be devoted to our target audience – men and women aged under 21 year, active life, healthy lifestyle etc. Special POSM and banners in the most popular sites will highlight all points of sales of the Wissotzky Tea in magazines and the Internet for our target audience. Also special social activities will be done, such as special “tea-guys” in the streets or social events in the open air (e.g. Afisha picnic etc.) will be mentioned.
First part will be devoted to the analysis of the external and internal environment. Second part will consider the strategic options that we have in Russian Tea market, priorities for the further 5 years of the campaign ad our final choice for the channels and their peculiarities. In the third part segmentation, targeting, positioning (STP) and the brand story of the concept will be presented. In the fourth part all product options will be presented with the packaging overview. In the fifth part of this paper channels (away from home, HoReCa and digital) policy will be considered. The sixth part will be devoted to marketing communications in mentioned above channels and the pricing for all marketing communications will be mentioned as a final step of the campaign. All pictures and layouts of the promotion campaign will be attached in appendixes.