NRU-HSE for Wissotzky Group 2011 Project prepared by

NRU-HSE for Wissotzky Group 2011 Project prepared by: Derzhavina Daria Erokin Kirill Gurskaya Daria Ivanova Ekaterina Ivanov Djulustan Kazbekova Victoria Levshin Evgeny Mordvinkin Dmitry Sarkisyan Tatevik Tsarkova Aleksandra

Project objectives #1 “masstiege” brand in the specialty segment Relevant and engaging brand story for Russian consumers Clear point of difference Bridging values of the past with those of the future

BRAND STORY. PART 1 CONCEPT & BRAND IDENTITY

Our concept: Image of the flavor Expressing tea flavors through strong and emotional images

Our concept: Every tea is a journey • Cities have their own “flavors”, character, emotions • Smell & flavor of the tea invite you to a journey around the world • Whole new world of emotions

Brand essence: Focus on new experiences New ways of communication New ways of consumption New tastes on the market Surprising consumers Example for expressing brand essence will be given during the presentation

Brand Identity Core ident ity Flavor is a path to emotion and dream Brand Surprising, expanding boundaries esse n New experiences ce Pleasure from premium feel Tea expert

Identity: Tea expert • Over 160 years of experience in tea industry • Represented in a number of countries all over the world • #1 company in Israel • Producing all types of tea • Providing high-quality natural product • Providing innovations

Identity: Surprising consumers and expanding boundaries • One more random taste in every package – – Encouraging consumers to taste something new, which they might like and buy in the future Creating positive brand experience Creating incentives for buying Wissotzky tea over other brands Increasing loyalty • New ways of consumption (ice tea “at-home”, others) • New ways of communication (getting the most of the product itself) • Tea Collections: many flavors in one box – Perfect for entering the market with the new brand: giving the opportunity to try many new tastes with less costs and risk for customers – Involving customers into trying new tastes • Leaflets inside the package: – description of company’s product range (easier & more cost-effective way to involve consumers into brand) – different interesting facts about the city (surprising, educating) – others (will be disclosed during the presentation) • New and original flavors • B 2 B proposition

Identity: Flavor is a path to emotion and dream • Emotional flavor: - memories and nostalgia for the past journeys - opportunity to taste the city of a dream • Spicing up routine, finding inspiration • Flavors for any mood • Strong emotional images for every product

Identity: Pleasure from premium feel, stylish design & quality • Stylish design in every sub-brand • Caring about client - high-quality product - natural and healthy - comfortable to use - easy to choose, sort and store • Self-expression for client: style, good taste, intelligence • Innovativeness • Premium designed and packed Present Boxes and premium collection

BRAND STORY. PART 2 SUB-BRANDS AND ‘MOTHER’ BRAND

Sub-brand: Voyage by Wissotzky Product range: - black tea, green tea, fruit tea, infusion, red tea, chai Positioning: • • New experiences in taste of tea Something special from a tea expert Reviving the taste of your favorite country Tasting the world Slogan examples: - «Feel the taste of Paris Autumn» - «Get spiced up with New York Ginger» - «A trip to Dubai has never been so affordable» - «Around the world with 40 flavors»

Sub-brand: Classic by Wissotzky Product range: - Classic blend tea by Wissotzky Positioning: - The Classic tea blend unique to Wissotzky Reasons to launch as a sub-brand: - Proving Wissotzky as a tea expert with his own unique tea blend in the range Gaining reputation to the ‘mother’ brand trust to other sub-brands on the shelves Introducing a classic taste among all others

Sub-brand: The Leaves Collection by Wissotzky Product range: • The premium collection Positioning: • • • Tea for consumers who want to get new experience in outstanding tastes of tea Comparing a tea box with a surprise box: you can’t guess what will it taste like Feeling perfectness in every detail and enjoying the refined style

Connection with Wissotzky mother-brand • Through history: Wissotzky was founded in Russia in 1849 Company traveled “across the seas” Returning to Russia, bringing most exciting experience from all over the world • Through logo, sub-brand name & brand essence: Logo: “flag-ship" of Wissotzky – visual image of a journey of tea across the seas. Sub-brand name: Voyage Brand essence: new experience Connection: Wissotzky company’s flag-ship traveled around the world and returned to its Motherland to share the acquired experience and new tastes from different countries around the world.

BRAND STORY. PART 3 PRODUCT RANGE

Flavors for Russian Market Introducing new and exotic flavors helps attracting new consumers and making the brand outstanding in the competitive environment Widening fruit ingredients: • Ayva (quince fruit) & Peach • Papaya & Mango • Passion Fruit Other propositions suitable for Russian market: • Lotus • Irish Cream • Caramel • Drunken Pear

Flavor collections The easiest way to involve consumers into new brand and/or flavors Ways to mix: – Green / Black tea / Infusion flavors – Summer/Autumn/Spring/Winter flavors – Romantic/ Nostalgic /Energetic flavors Sold in standard packages (with different design). 4 flavors in each collection

Gift Boxes B 2 C gift boxes: • Individual exclusive gift for someone you care for. • Special extra space for a congratulation note. B 2 B gift boxes: Companies’ logos on the Present box printed as special order: • Professionalism • Higher standards • Interest and attention towards the partner

BRAND STORY. PART 4 TARGET AUDIENCE, COMPETITION AND BUDGET PROVING THE BRAND STORY RIGHT

Target audience • Brand story perfectly fits company’s target client, who is: – Looking for inspiration in routine – Likely to be travelled and educated – Has busy life – Values good quality and comfort – Looks for self-expression • Company’s heritage and experience are presented exciting and attractive for the customers • Able to satisfy consumers with different tastes, interests and lifestyles • Preference of foreign products • Fits the trend to cook at home

Competition and difference The research of competitors’ brands positioning in ‘masstiege’ specialty tea segment has been conducted. The results will be presented next. The following product and brand attributes haven’t been included in the table (used in almost every brand in the segment and therefore provide no difference): - Good taste - Premium feel - Wide range of tastes, exotic tastes - Tea expertise, long heritage - Not Russian* * Russian products are always considered less quality and not contemporary, therefore even Russian companies create foreign looks and fake corporate brands in order to compete in premium segment. Examples: Curtis by Curtis&Partridge (originally by Russian Maysky Chai), Greenfield by Greenfield Tea Ltd (originally by Russian Orimi Trade), TESS by Greenfield Tea Ltd (originally by Russian Orimi Trade)

Voyage by Wissotzky: the clear point of difference Brand product attributes Unearthly taste Inspirational Perfectly healthy Bringing harmony New experiences Bringing positive Self-expression: educated & contemporary Younger audience Voyage by Wissotzky Curtis Ahmad Contemporary Ahmad Healthy & Tasty Greenfield Maitre de the Lipton TESS

Brand story: reducing costs on advertising and fitting budget • Clear brand story, easy for customers to understand respond to • Positioning is different from competitors and therefore is easier to be established in consumers minds • Catchy and unusual designs stimulate impulsive buying • Strong communication message is present even without advertising (product itself is the best communication of the brand message) • Brand message is strongly supported by Wissotzky ‘mother’ brand • Endless possibilities for communicating the brand as ‘providing new experiences’, both online and offline • Endless possibilities for innovations and creating new flavors to attract customers

THANK YOU!