HSE – business game September 2011 Give

HSE – business game September

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

Methodology Project scope

Going to market

10 steps to enter a new market

10 steps to enter a new market

6 steps for market research

Topics for market research

10 steps to enter a new market

10 steps to enter a new market

Strategic directions objectives

10 steps to enter a new market

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

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

SPECIALTY TEA TICKETS” Health/Natural Mood. Spiritual/Cultural Prem ium Ethical Dem ographical Gender Age groups Yoga, Meditation… Geographical & Traditional origin Taste Packaging Fair-Trade Social responsibility Environmental responsibility Relaxing, Energizing… Condition specific Natural, Organic, Non-GMO. .

Positioning

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