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Digital
Extension & growth
Goals & KPI:
Goal # 1: Revenue of 1 341 400$ (KPI: Revenue)
Goal # 2: Audience of 4 300 000 clients (KPI: The size of audience, statistics)
Goal # 3: The co-creation of tea packs “Your personal Voyage” (KPI: sales in «personal» category)
Goal # 4: Number of social network followers (KPI: 200 000 followers)
Sales estimation: 1 341 400 ($ per year)
| Activities | Short description | Costs ($ per year) |
| Social Media | Support of Vkontakte group | 12 314$ |
| Contextual advertising in Vkontakte | 750$ | |
| Viral Videos | Through Vkontakte and Youtube | 4500$ |
| Website | Website support | 500$ |
| SEO | Promotion through main search engines | 18 000$ |
| Online supermarkets | Selling Wtea via online non-specialized shops | 33 000$ |
| OZON.ru | Product provision; logistics costs; delivery costs | 1160 + 40% of sales (about 163000) |
| TOTAL | $214 064 | |
Event Marketing, Outdoor Advertising and Guerilla Marketing
Target 1: Rising Brand Awareness
Target 2: Consumer involvement. KPI: Consumers directly involved in our marketing activities - 100 000
| Costs | Comments | Amount ($) |
| Event Marketing | ||
| Day of Tea | 125 000 $ | |
| Film nights | 52 800 $ | |
| “Afisha” Picnic | 4 500 $ | |
| Outdoor advertising | ||
| Stickers in carriages (Moscow Underground) | Voyage brand communication | 12 706$ |
| Outdoor Billboards (1 campaign for 5 billboards for 10 days) | Voyage brand communication | 7 500 $ |
| Bus stations (8 stations for 2 weeks) | Creative Voyage brand communication | 8 000 $ |
| Advertising in S7 Airlines (inside 500 000 lunch boxes) | Creative Voyage advertising for S7 customers | 46 875 $ |
| Guerilla Marketing | ||
| Alice in Wonderland Promoaction | 43 594 $ | |
| Advertising on escalators and Wissozky Adventure Lottery | 54 375 $ | |
| TOTAL COSTS | 355 350 $ |
B2B Gifting
Target 1: Increasing Revenues. KPI: Generating over 720 thousand dollars; As average 16-17 steady clients per month
Target 2: More aggressive promotion (more exhibitions, more money invested in e-marketing). KPI : sponsoring at least 5 exhibitions
Target 3: Effective Direct sales. KPI: Sales manager continues to actively perform telemarketing, combining it with going with presentation to potential clients
Target 4: Keeping high operational effectiveness: decreasing costs and increasing revenues. KPI: marketing costs – 11% of revenues
Sales predicted: $503 257
| Costs | Comments | Amount ($) |
| HR | Salaries | $ 48 562 |
| Exhibitions sponsorship | Being a sponsor at a number of exhibitions or fairs where a big number of companies is concentrated | $ 590 |
| Promotion in Print Magazines | Presence in Komus off-line catalogue | $56 |
| TOTAL COSTS | $49 209 |
HoReCa Exhibitions
Target: Find partners for HoReCa and Retail. KPI: 70 new partners
Sales predicted: 220 000 $
| Costs | Comments | Amount ($) |
| HORECAEXPO | St Petersburg HoReCa exposition | 20 000 $ |
| WorldFood | Moscow consumption goods exhibition (retail) | 25 000 $ |
| TOTAL COSTS | 45 000 $ |
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