Wissotzky Tea brand story By Elina Kalimullina Daniil

Wissotzky Tea brand story By: Elina Kalimullina, Daniil Goldman, Ksenya Smirnova, Anna Tekunova, Evgenia Kuznetsova, Ekaterina Sidorina, Anna Savenkova, Tatiana Trofimova, Ilya Turkin, Denis ?

Brand Story Once upon a time a young Merchant fell in love with a charming Girl of a noble muscovite family. Unfortunately, the young lady did not feel the same about him because he was neither noble, nor rich. The Merchant was selling the grain, and he spent all money he earned on the presents for his sweetheart. He was weeping, and losing his head, going crazy and passionate about the gorgeous Girl he admired. There was nothing stronger than his love, but the Girl stayed indifferent. Soon her father offered Great Prince - old grumpy, but a very rich man - to marry his daughter. When the Merchant knew that, he gave up his grain business, and opened a tea house. He was putting all his love in the tea, as well as his passion, his feelings and all the senses of pleasure he experienced while looking at the Girl. That is how he began producing the most adorable tea in the Russian Empire. On the wedding day of his beloved Girl he presented her a gift - a cup of tea he made for her. After the first sip, she felt his sweet tenderness and incredible love that the Merchant held in his soul. Her heart was fulfilled with sincere feelings and deep unforgettable emotions that she had never experienced before. These touching taste and fabulous smell revealed new feelings in the Girl, so that she left the Prince and stayed with a young Merchant. She helped him to develop his small business, and soon they started earning money. The most famous and talented people of that time were gathering together in his tea house, and the tea he was making was regarded as the best tea of the Russian Empire. The Merchant was named Wolf Wissotzsky, and today his name is known worldwide. Tea House Wissotzsky experienced a lot - revolution, war, emigration -, but it still carries strong senses preserved in its deep flavor and elegant aroma.

Target audience • Women (mainly) & Men aged 25 -50 • Current consumers of tea loose and bagged drunk hot & cold • Consumer is likely to be traveled, educated to college level, living in an urban or suburban location prepared to pay more for new experiences • Healthy lifers who prefer to eat healthy food and have busy lives, go to gym and spa • At-home drinkers looking for inspiration or to “spice up” their occasions with more interesting exotic varieties

Segmentation Type of target group Description Innovators These consumers like changes, have a high income, high self-esteem. Image is important to them as an expression of taste, independence, and character. Their consumer choices are directed toward the "finer things in life. " Successful They are successful work-oriented people who get their satisfaction from their jobs and families. They favor established products and services that show off their success to their peers. Looking for a high quality goods. Achievers These consumers have a high income. Style is extremely important to them as they strive to emulate people they admire. Looking for famous and luxury brands.

Insight I am looking for remarkable senses to enjoy unbelievable emotions and live through desires. I want to feel myself alive

Brand identity Brand essence variety of unforgettable tastes, arousing deep bright feelings and impressions Key identities 1) Great collection of various tastes and delicate aromas, appealed to satisfy the most exacting fastidious tea experts (connoisseurs) 2) Our products consists of only natural, healthy and fresh ingredients 3) Deep pure flavor of real tea

Positioning The wide range of tastes to reveal inner feelings from the first try. Wissotzky - for better living

Positioning (2) Wissotzky • Great collection of various tastes • Natural, healthy, fresh ingredients • Deep pure flavor Key identities Variety of unforgettable tastes, arousing deep bright feelings and impressions Brand essence Wide range of tastes to reveal feelings Positioning Unbelievable emotions and desires Insight Both male and female, 25 -50 years old, active people looking for new emotions and feelings Target audience Consumer

Key identity 1: Great collection of various tastes and delicate aromas, appealed to satisfy the most exacting fastidious tea experts (connoisseurs) 1. Discription: • Wissotzky brand gives you an opportunity to choose from the wide range of various products • Each product under the brand W is intended not only to satisfy your needs, but also to arouse your sleeping feelings and forgotten emotions

Key identity 1 : 2. Copyright • Only tea under the W brand can deeply and gently touch your soul and arouse emotions, reminding you of the most tender and pleasant moments of your life! • Tea under the W brand is aimed at people of different occupation, social status and age, as it gives a chance to go (find themselves) into the wonderful world of real emotions! Feeling – what only matters! • W brand considers all needs and wishes of its consumers, that is why every one have an opportunity to find new genuine tastes and impressions, take their time to enjoy fascinating memories and emotions, experience feelings, which were forgotten long time ago in the everyday hurry. • You will feel life (yourself alive) after the cup of W tea!

Key identity 1: 2. Copyright • Unlike other teas, W tea arouses the true and unique impressions and feelings: • • Red Tea (carcade) - arouses passion! • • Green tea – allows to feel harmony and tranquility! • • Black tea – provides with confidence about the future! • • With Bergamot - evokes bliss! • • Tea with Melissa - gives a chance to taste adventure! • • Fruit Tea - dips in a feeling of joy and happiness!

Key identity 2: natural , healthy and fresh ingredients • • • To provide you with the tea of great quality with freshest ingredients we care about every plant growing in our plantations Tea leaves are collected by hands to save all their qualities and taste We are able to save natural and healthy feature of our leaves also thanks to using best and proper technologies, such as accurate drying of leaves With every sip of W tea you will taste natural flavour, as we use only high-quality components Our tea will help you to care about your health, as only W tea is made only of natural components

Key Identity 3: Deep pure flavor of real tea • Our consumers at the end of numerous blind-tests considered W tea to be of the best quality and to have the brilliant flavour. • The flavour of W tea is so rich and deep, that it gives you a chance to go into the world of genuine enjoyment, delight and sensuality. • You will always recognize the flavour and aroma of your favourite W tea, even with your eyes closed. • W tea – if you taste it once you will never forget it!

Thank you!