Introduction. The Government of the Russian Federation

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

by Voyage team

Advisor: Professor O.K.Oyner, PhD (Economics)

Authors:
Tatevik Sarkisyan, 622
Daria Derzhavina, 621
Ekaterina Ivanova, 621
Aleksandra Tsarkova, 622
Daria Gurskaya, 621
Victoria Kazbekova, 622
Djulustan Ivanov, 621
Evgeny Levshin, 621
Kirill Yerokin, 622
Dmitry Mordvinkin, 621
Andrey Kolosov, 622
Anna Oronova, 622
Daria Pushkareva, 622
Yana Vysherevich, 622
Ivan Petrunenko, 622
Natalia Kulgaeva, 622
Darya Zotova, 621
Andrey Minin, 621
Anna Tekunova, 622
Aleksandr Bikbov, 620
Igor Budnikov, 621
Ekaterina Kudinova, 620
Sergey Syutkin, 620

Moscow, 2011

Table of content

Introduction. 3

PART I – Brand Story. 4

Analysis of external and internal environment 4

Strategic options, priorities and choice. 5

STP and brand story. 6

PART II - Channels policy and Marketing communications. 8

AFH.. 8

Retail 8

Digital 9

B2B Gifting. 9

Marketing communications. 10

PART III - Marketing Plan. 17

1^st Year 17

2^nd Year 21

3^rd Year 24

4^th Year 27

5^th Year 30

Results. 33

Conclusion. 35

Appendix 1. Positioning map of competitors. 37

Appendix 2. Retail calculations. 38

Appendix 3. Shocoladnica collaboration calculations. 41

Appendix 4. B2B Gifting calculations. 42

Appendix 5. Digital calculations (for Ozon.ru and Voyage online store only) 45

Introduction

Wissotzky Tea is a leading producer and exporter of tea in Israel with a market share of approximately 80%. Wissotzky also has a number of branches all over the world. The company produces all types of tea and provides innovations in tea production. Initially Wissotzky tea was founded in 1849 in Moscow, Russia by Klonimus Wolf Wissotzky. Since that time Wissotzky company has built a tradition for producing the highest quality tea and for the time being is considered to be a tea expert. Now is the time to get back to basics in order to share accumulated tea experience with Russian consumers.

The goal of the project was to develop the branding strategy and a five-year marketing program for Wissotzky company to enter the Russian tea market under budget constraints of $1.2M on the 1^st year up to $1.9M on the 5^th year. The main KPIs are achievement of $20M dollars sales on the 5^th year and occupation 17% market share in specialty tea market.

In the framework of the report, first, the process of brand story development, including analysis of external and internal environment and strategic priorities choice, as well as immediate description of the brand story were formulated. Second, combined channels policy, considering such channels as AFH, retail, digital and B2B Gifting, together with marketing communications strategy that encompasses all of these channels were described in detail. Finally, in the third part of the report a five-year marketing plan with detailed calculations is presented. You can find additional calculations and illustrations in Appendixes.

PART I – Brand Story