HSE business game September 2011 Give

HSE – business game September 2011

Give me six hours to chop down a tree and I will spend the first four sharpening the axe.

Methodology Project scope • vision • Opportunity • Strategy assessment • Working and business plan • Execution and monitoring BD and management team

Going to market

10 steps to enter a new market Market research SWOT analysis Policies Not for the project Business model Implementation Monitoring and measuring not for the project Not for the project strategic directions Define Objectives Action plan and business plan Organization structure Not for the project

10 steps to enter a new market Market research SWOT analysis strategic directions Define Objectives Policies Business model Action plan and business plan Organization structure Implementation Monitoring and measuring

6 steps for market research Define the objectives of the research Conduct a preliminary investigation Plan the research and build a brief Collect data (analyst, research company) Analyze the data Conclusions and insights – keep it simple

Topics for market research Segmentation competition Trends Channels Products and categories Cultural aspects Consumers attitudes Media

10 steps to enter a new market Market research SWOT analysis strategic directions Define Objectives Policies Business model Action plan and business plan Organization structure Implementation Monitoring and measuring

10 steps to enter a new market Market research SWOT analysis strategic directions Define Objectives Policies Business model Action plan and business plan Organization structure Implementation Monitoring and measuring

Strategic directions Segments positioning Marketing communication Channels Targeting M&A /Green field objectives

10 steps to enter a new market SWOT analysis strategic directions Define Objectives Policies Business model Action plan and business plan Organization structure Implementation Monitoring and measuring Market research

Policies Guidelines for operation • Not part of the project

Business model How do you make money ? • Cellular phone- customer acquisition • Restaurant – services and food experience • Gym – membership • Retailers – experience suppliers/ box movers ? ? ?

Action plan and business plan • • • What to do ? Who will do? When ? Start-end Mile stones Go/no go decisions

Aspects for action plan • Products – Product portfolio – Packaging – Loose tea/ bagged / pyramids • Marketing aspects – STP (segmentation, positioning, targeting) – Marcom – ATL/BTL activities – Social media- plan and execution

Sales and distribution Channels Pros and cones Where to start Retail – type of chain stores • AFH Ho. Re. Ca and offices • Digital – on line • •

Revenue plan Cost structure Investments Cash flow P&L

10 steps to enter a new market Market research SWOT analysis strategic directions Define Objectives Policies Business model Action plan and business plan Organization structure Implementation Monitoring and measuring

Appendix

“brand story” What will be the RTB (reason to believe) of Wissotzky brand for the consumers? a. Heritage? Russian origin? Tea brand since 1849? b. Health claims? c. Natural claims? d. Tea Professional since 1849? e. Does the brand name ‘Wissotzky” as a tea brand will be accepted by the Russian consumers? f. Other values that the team believe should be part of the story

§ § Condition specific Natural, Organic, Non-GMO. . § § Taste Packaging § § hi ap Et h gr Gender Age groups ica mo De § § SPECIALTY TEA TICKETS” l Sp iri tu m iu al /C em § Yoga, Meditation… Geographical & Traditional origin Pr § ul tu ra l Health/Natural l ca § Mood § Relaxing, Energizing… Fair-Trade Social responsibility Environmental responsibility

Positioning premium main stream

What will be the role of social media in the launch and ongoing operation? a. Social Networks – vkontakte, Odnoklasniki, facebook b. Forums and Communities – c. blog platforms d. sharing platforms- Ru tube, You Tube, Flickr e. Microblogging – Twitter f. Mobile phone applications

Product aspects • Loose tea/ bagged tea • Premium assortment • Specialty tea/ black traditional tea