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Sales and communication channels priorities and targets 5-years plan.
The brand-story is delivered within the brand essence which is based on new experiences. New experiences capture all the aspects of the product (ice-tea, new original flavors, tea-desserts), brand communication (leaflets inside the package), distribution channels (B2B branded gifting), e.t.c.
It is proposed to set up a sub-brand line Voyage by Wissotzky which perfectly fits the brand essence and as well is relevant to the mother-brand through the logo and the concept of the journey: Wissotzky flag-ship returning to Russia after having traveled around the world to share all the gained experience.
The positioning of the brand provides an exclusive opportunity to capture a niche on the market which may be called a «blue ocean» as none of the competitor-companies is positioning itself with a core focus on «new experiences». The important aspect of it is that the brand essence makes it possible to develop the strategy, the communications and the brand itself many ways, as «new experiences» propose such features as innovativeness and creativity.
Proposed brand-story is heavily based on emotional flavor: thus connecting physical senses with emotions bringing up the maximum of the possible human senses to make the bond between the customer and brand as strong as possible.
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