Strategic options, priorities and choice

In this part of the paper the strategy of the campaign will be presented.

The aim of the campaign is the market penetration of new Tea – Wissotzky Tea. We divide our strategy in two stages: short run (SR – till 3^rd year) and long run (LR – after the 3^rd year of sells).

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

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

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

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

   4. Increase Attitude (rang scale)

   5. 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