“Wissotzky tea” – Back to Russia Brand story Accomplished by: Sozonov Yuriy (622 gr) Darya Plakhova (621 gr) Aleksandra Tsoy (622 gr) Yuliya Popova (621 gr) Yelizaveta Valvakova (621 gr) Yelena Vasileva (622 gr) Natalia Mikhaiylova (621 gr) Nikolai Gobralev (621 gr) Mukanova Anzhela (621 gr) George Belousov (621 gr)
Agenda 1. Research analysis. Ø Study 1. Association with name “Wissotzky tea”. Main Criteria for Positioning Ø Study 2. Finding new name. Construction of semantic space in a masstige- segment of tea 2. Competitor’s analysis 3. Our Target audience 4. Mello. W tea 1. Identity Pyramid 2. Packaging design 3. Ideas for communication
Study 1 Main tasks: Main tasks • 1) To evaluate the significant criteria for tea selection; criteria for tea selection • 2) To evaluate satisfaction of this criteria (e. g. Do the satisfaction producers of tea meet the requirement of naturalness? ) • 3) Define the attitude to the names «Wissotzky tea» , «W attitude tea» , «Graph Wissotzky (it was our variation)» • 4) Define the association with the name «Wissotzky» . association Methodology: Methodology • E-questionary (it was placed on the survey-oriented web-site: E-questionary http: //virtualexs. ru/) • 158 respondents (at the age 20 -50, male/female). 158
Study 1. Ratio of the significance of criteria and satisfaction Satisfaction 2 Low significance/ High satisfaction High significance/ High satisfaction 1. 5 1 packaging taste 0. 5 -2 -1. 5 experience in -1 -0. 5 manufacturing 0 0 -0. 5 -1 Low significance/ Low satisfaction 0. 5 1 health benefits 1. 5 2 Significance natural ingredients -1. 5 -2 High significance/ Low satisfaction very important area
Study 1. Measuring of the sentiment to brandnames «Wissotzky» , «W tea» , «Graph Wissotzky» What name do you like most? 45. 81 50 % 45 40 35 Wissotzky 30 25 20 15 10 5 0 Graph Wissotzky 18. 98999999 17. 88 17. 32 W tea None of the names
Study 1. Associations with the name «Wissotzky Tea» Wissotzky Tea Famous Russian singer, actor Vladimir Vysotsky guitars vodka cigarettes The most common associations Associations with the name «W» 1) «No association» , «no sense» 2) « Volkswagen » 3) « M/W » toilet room 4) « Not clear, not interesting » The name «Graph Wissotzky» wasn’t successful and suitable.
Study 2 Main tasks: Main tasks 1) Tо estimate the attitude to new names 2) To construct perception maps of key players in the segment perception key players 3) To choose a place of our brand in the semantic space choose a place (using item 2) Methodology: Methodology Brainstorm (10 team members) • E-questionary (it was placed on the survey-oriented web-site: E-questionary http: //virtualexs. ru/) • Association test, Semantic differential Association test • 81 respondents (at the age 20 -50, male/female). 81
Study 2. Estimation of New names % 50 Wissday 41, 98% 45 40 Mellow tea 35 30 Wiss-antique 25 20 15 10 11, 11% 9, 88% 13, 58% 4, 94% 5 Glowville es Double you he s of t on e N na m e le ou b D G lo w yo u vi lle a te W ue an tiq is s. W M el lo w te a is sd ay 0 W W tea None of these names
Study 2. Association test +(positive) -(negative) Wissday ü «Let your wishes come true, start your day with Wissday» «Good day» , «Good mood» - Mellow tea ütender, soft, gentle, calm üfruits, melon, berries üaromatic, flavored, sweet üsummer, sunshine, sun ütonic, refreshing - Wiss-antique üromantic üelegance, preciosity, delicacy üold, stale ümedicine Glowville üThe Great Britain ücalm, warm üglue ürude, dark, dreary Double you üTea is part of you, your reflection üsplit personality, double üFine/good company personality
Study 2. Map perception 1 Natural Serious/Artificial Serious/Natural 2 Ahmad 1. 5 1 0. 5 Maitre Funny 0 -2 -1. 5 -1 -0. 5 0 Lipton 0. 5 1 1. 5 2 Serious Greenfield -0. 5 Tess -1 -1. 5 Funny/Artificial Funny/Natural Artifici -2 al
Study 2. Map perception 2 Serious 2 1. 5 1 Ahma d 0. 5 Maitre Greenfield feminine 0 -2 -1. 5 -1 -0. 5 0 -0. 5 Tess -1 -1. 5 -2 Funny 0. 5 1 1. 5 2 masculine Lipton
Study. Results • 1) Mello. W Tea is preferred brandname • 2) 2 Free zones are existed in the semantic space of perception: feminine/ serious area and masculine/funny area. • 3) The basic emphasis in the positioning should be naturalness • - Positioning should be built in these semantic areas.
Brands-competitors Premium Masstige Middle
• • Riston Comfort. Relax. Cup of good tea after hard working day. Unique and luxury bl ends, created by talented tea-testers Brands-competitors • • Creative promotion through sponsorship, • wide range of tastes Greenfield Every sip of tea will bring the connoisseur a true pleasure that is born through the right balance of the new and the expected perfection. • • • Lipton High quality of tea Natural and healthy tea that saves all the rich benefits of tea leaves, pyramid bags, wide range of tastes. • • Grace Modern European style of d esign and packaging. Pleasure of taste and boost of energy. Original product names (Flying Dragon, Tropical Marvel), perfectly recognizable packaging, wide range of tastes • Special tea for slim body, perfectly recognizable packaging. • Natural and healthy tea, perfectly recognizable packaging
Brands-competitors • • Ahmad • High quality of tea. • Excellent Tea from England Creative active promotion, wide range of tastes • The Ahmad Tea Times , cooperation with popular portal for women, billboards, Art tea-party with celebrities, sponsorship, graffiti, master class, flashmob, horse polo team Pickwick • Pickwick is a brand • with an impressive history that offers pure and natural products to enjoy at any moment of the day. • • Maitre • True tea sommelier. Text • on the side of each package reveals the secrets of taste in simple and accessible form Wide range of tastes, assorted tea in one pack Weak • communications, difficult to find information and site Assorted tea in one pack, contrast colours of pack, brand name on each pack. • No images of fruits etc. Twinings Position of unique original English mark with centuries-old traditions. Different design for each collection, brand name on each pack
• • Nadin We work with perfect grades of tea and we give particular attention to ecological cleanliness of production, its useful properties and flavoring qualities. • The assortment reaches 200 names. A variety of tastes of tea in various packing: gift in tin jars, cardboard packs, bags for individual tea leaves. Brands-competitors • • Tess Continuous kaleidoscope of impressions, maximum of nature energy. • • • Consumers tend to • believe that ingredients of TESS are not as healthy and natural as they claim to be. Newby Family business which making use of experience more than three generations. • • First international • brand offering the most quality tea at the price accessible to the average buyer. Curtis Premium tea with bright flavor that gives a sense of brightness and fullness of life. Wide range of fruit and herbal teas with the addition of pieces of natural fruits, flower petals and herbs.
Brand competitors. Conclusions Name In general brand name bears no semantic load we can put benefits and basic ideas of concept in brand name no semantic load put benefits our brand name. So that it play the role of advertisement. Manufacturer No matter where tea is packed, because All raw materials come from China, India, Sri Lanca… All raw materials come from Class Masstige class gives a possibility to fill the gap between mid-market and super premium fill the gap Key idea of communications High quality of tea is too trivial for new brand. Natural ingredients and impressive history of High quality too trivial Natural ingredients company are more likely to use Assortment Wide Gift collection It’s better to include a gift sets in our product range. include gift sets Features The majority of the companies try to expand assortment because of growing consumer’s assortment requirements + perfection in package and tea bags. package Vulnerability The tea companies focused on the premium market has poor communications. premium poor communications Advertising In order to save budget it’s better to use active creative promotion, aimed at both customer and active creative promotion distribution system, sponsorship, tasting reception, website, but avoid advertising in media. Website in Runet Company should have Russian Website with such sections as: history, product, events, news Russian Website Retail Chain stores, internet shop for office (komus. ru), internet food-stores (also on own web sites) and rarely specialized shops. Packaging Loose tea (carton) 100 g, teabags 100 x 2 g, teabags (foil liner as possible) 250 x 2 g, pyramids 20 х2 g. Price per 25 tea bags From 50 to 180 RUR of green tea
Our consumers Average income High New business milieus Modern elite Traditionalists Young status seekers Old technocrats Low Medium New middle class Young Mature Retiring age Age
Our consumers Hold to cultural way of life Live in a city pace Want to look good and stylish in day-to-day life look good stylish Want to eat healthy food eat healthy Look for convenience (but don’t believe in convenience naturalness of tea bags) • Like to try something new • Like to travel • Like individualized offers • • •
Our consumer’s portrait Place People
Consumers. What are their needs? Really natural product (now people don’t believe that people don’t believe different types of tea from different companies are natural) Natural means: üNo artificial components, flavoring agents, etc. artificial components üAt the same time the consumer wants to get deep taste and aroma The conducted research has shown that consumers don’t believe that the leading tea-producing companies offer the kind of tea which can satisfy all the desires.
Natural tea The market survey has shown that there is a correlation between the varieties of tea tastes and the consumer attitude to the “natural” components: attitude to the “natural” • Ahmad – few tastes, more natural; • Lipton: wide product range, not natural
Historical background of W-brand Nowadays there are lots of tea brands with the wide variety of tea types. Sometimes consumer can’t see the difference between the brands. Wissotzky-tea concept can be successfully based on: Professionalism (guaranteed by the age of the W-company (since 1849). There is no other tea-company with such a great historical background on with great historical background the market.
Mello. W tea. Identity pyramid Brand essence Healthy charge in every sip Diversity and convenience Quality, healthcare Individuality Active lifestyle, values his time, Active lifestyle Competent Culture West (energetic lifestyle)+ East (Quality& healthy lifestyle) West East Values Functional benefits Awareness, to be various and trendy Vary your life by saving loyalty to good things Vary your life Emotional Product quality: 100% natural benefits The sun energy whole year round: The sun energy ingredients Relaxing&calm Variety of flavours (Mixes) Variety of flavours (Calmomile&Nana) Convenience (fixing label of Strength&Vitamins (exotic fruits) Convenience Choose Your summer! External the bag to the mug handle) Cause for Tea Company is functioning since 1849. trust Core values: commitment to naturalness and product improvement Mello. W tea. “W” in form of mug with a steam leaf attributes (Symbols)
Designer packaging • Main color – white with white light green bloom • Package is bright, fresh, bright, fresh laconic and screams “I am the naturalness itself!” • Logo is handwritten and handwritten lighted from below • Central image is relief tea leaf that indicates the tea leaf flavor of the tea – green, flavored, fruit, etc. • Green line pattern awakes associations with steam and woman’s body
Designer packaging • Premium Collection – masstige class tea with strong class with premium character • Package color – matt black • Golden logo and letters • Tree from original Wissotzky Premium Collection • Color stripe indicates the flavor (e. g. red – Deep Red Forest)
Some ideas for communications Naturalness in communication • Shocoladnitsa: – Put little green plants on tables with Mellow tea’s label attached to their leaves • Digital: – Make special interactive page on You. Tube special interactive page where plants may grow through the page – Make windows on the main website with information about the impact of every package of our tea on the environment package • Retail – Make promo stand with our production. It promo stand should be properly decorated to highlight the highlight idea of naturalness (for example we may put a naturalness little green plant in a round fish tank and place it on the top of this stand)
Mello. W tea. Positioning in communications The story: Mello. W tea is for people who like the Mello. W tea variety of flavours but also value their health and the health of their families. Instead of differentiating on quality as many tea companies do, we focus on naturalness supported by huge experience of Wissotzky company on the tea market and strong commitment to provide true components. In spite of naturalness is the core value of the Mello. W tea, we also follow the trend of widening our flavour range. So you can reach the genuine taste of your favorite flavour in a natural way.
Main points Conducting two marketing researches Selection of an optimal brand-name Development of brand identity What we offer: offer Natural flauvoured tea Mello. W Tea by Wissotzky Definition of the concept of positioning For whom we offer: offer People, who value natural and deep taste of herbal or fruit tea What differs us from others: others Mellow tea focus on Naturalness, not only on quality Development of basic emphasis of marketing communications
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