Retail and PoSm

As we decided to move on such retailer chains as Auchan, Real, Azbuka Vkusa, Ostrov, Magnolia, Victoria, Victoria Kvartal and Spar in Moscow and Saint Petersburg, we will conduct our place of sales with PoSM.

Here are our points of sales:

Supermarkets Chain	Moscow	Saint Peterburg	Total
Auchan	15	5	20
Real,-	5	2	7
Azbyka Vkysa	41	0	41
Ostrov	18	0	18
Victoria	13	0	13
Magnolia	182	0	182
Victoria Kvartal	72	20	92
Spar	25	2	27

We plan to use the following POSM:

Topper	Is used to attract attention and is usually located over the additional layout.
Pallet borts with branding (120*80)	Are usually branded with the total brand concept and are located on the pallets.
Cube borts with branding (60*60)
Shelf talker	Are used to attract attention to the product’s special place on the shelf.
Shelf divider
Purchases divider	Is used in the cash desk zone to divide the purchases of customer A from customer B.
Cash Desk sticker	Big branded sticker in the cash desk packing zone

The peculiarities of Points of Sales:

1. Auchan – branding is forbidden, so we cannot place branded elements there. Therefore, we buy an additional place – the butt in the central alley.

2. Real – is a cash&carry hypermarket, well for branding. We place there: pallet borts, shelf talkers and shelf dividers, hang a topper over the pallet; place POSM in the cash desk zone.

3. Azbuka Vkusa – more premium segment. Pallet borts can be more “premium-look like”, also use POSM in the cash desk zone.

4. Ostrov - POSM in the cash desk zone, promopack.

5. Victoria – we plan to put emphasis on shelf design and main layout, shelf talkers and shelf dividers.

6. Magnolia - POSM in the cash desk zone, purchases divider.

7. Spar – pallet borts, cube borts with branding, POSM in the cash desk zone, shelf talkers and shelf dividers.

The total sum of our proposed PoSM will be enclosed in next part.

Social Activity

As we decided of not to go to the Internet (no social networks, quizzes in the Internet etc. at the first 5 years) we assume that social activity on the street will be very effective for creation a good image of the brand Wissotzky Tea.

The core idea is a Tea-Guy – a person, who looks like postman walking up and down the street and offers to people “HOT HISTORY tea”. This thing is very important for people in Russian cold winter, also it is possible to create a summer edition of this social activity.

This will help us:

• Potential customer will remember our tea, when he/she sees it on the market;

• Good attitude to HISTORY Tea brand;

• Promotion of trust-level

This kind of activity is also good enough for open-air social projects, such as “Afisha’s Picnic” – this kind of projects is very popular among our target audience.

After the 5^th year it is possible to create a special “Garden Cup”, which will be placed in our parks (Gorkovo, Sokolniki etc.) where our potential clients can relax and drink hot tea in freezing winter and cool tea or fruit cocktails in hot summer. This kind of activity is not “on the list” because of the total sum.