WISSOTZKY TEA Brand Story: market penetration Olga Sazonova Sergey Bessarabov Evgenia Kersh Denis Klimanov Darya Lagutaeva Ekaterina Malova Alexander Senin Dmitriy Babanin Andrey Korolev
Market tendencies • MARKET GROWTH SLOWS DOWN – market becomes SATURATED • Whilst average annual growth was 15% per year, 2010 showed only 8% • Almost 100% of Russians consume tea • Companies broad their product portfolio – tea market becomes more and MORE DIVERSIFIED • Market shows increase of demand for HIGHER MAINSTREAM-PREMIUM price segments • Forecast of rapid growth IN HERBAL/FRUIT TEA SEGMENT in the nearest years • Sales in on-trade (Ho. Re. Ca) rised less than in off-trade, but on-trade still keeps strong position in the market. FORCASTED GROWTH IN Ho. Re. Ca – people can afford premium tea without paying for the full pack • Companies, selling TEA BY WEIGHT, continue entering the market – “Untciya”, “Kofeynaya kantata” etc… • Tea in tea bags continues growing – PEOPLE BECOME MORE TIME CONCIOUS, no free time for loose tea • Forcasted market entrance by NEW PLAYERS, Russian market is very attractive • Forcasted MARKET CONSOLIDATION • PRICE INCREASE in different distribution channels Source: Euromonitor Group 2
Russian tea market shows fast average annual growth and is strongly dominated by BLACK TEA SEGMENT • 15% average annual growth (8% ly, current prices) • 114 648 mln rub in 2010 • Black tea accounts for 80% of tea market and its share is stable • All other tea segments are STABLE • “Other tea” segment is massively UNDERDEVELOPED Source: Euromonitor Group, Gmid
Target Audience Geographic features • First stage – mln cities – Moscow, St-Petersburg, Yekaterinburg, Novosibirsk • Second stage – national scale of presence – max volume of tea consumption (esp. specialty teas and infusions) Demographic features • 25 -50 age 1) 25 -35 years – people who don’t want to spend time in shops, more and more they try to buy everything using internet 2) 35 -50 years – traditional way of buying goods, need to meet them at the streets, at their work and in shops, TV commercials are also possible. • Women/men • Higher education Psychographic features • Active people, who likes to be the leader, to achieve their own targets • People who are interested in staying “up-to-date” and for whom prestige is important • Sport people or people who likes to maintain a healthy state of mind • Business people Behavioral features • Reasons for buying the tea: • Home/out of home consumption • Presents for host 4 • High loyalty
Positioning The goal is to create the effect of prestigiousness Based on Target Group Men Different perception • Choice simplicity • Taste/ Quality • Attractive packaging Consumption ways and situations Wome n • Emotions • Design • Packaging • Advertising • Taste • Different sorts for different consumption (emphasis on TIME) • Emphasis on OUTDOOR consumption • On average a person stays 10 hours AT HOME (7 out of At 10 – sleeping) home: mornin g and evening At Friends work A desire to be not worse than the others. Commonly – to be better than others, to feel SUPERIORITY. Satisfaction -> supply of energy-> good mood -> everything is going perfect-> goals achievement Associatio ns with Negotia tions 24 hours Meetin gs Lunch 5
Mastige Price: ~ 100 rub per 1 pack (50 teabags) Pricing strategy: “Average market prices” Place: 1)Supermarkets 2)Café, Restaurants (by weight) 3)Non-making of flagship store Promotion: 1) Julia Wissotzkaya’s magazine “Хлеб*Соль” devoted to cooking 2) Cooperation with other brands (e. g. 1 tea bag in the sweet box of “KORKUNOV”) 3) Interesting historical stories on/in the tea packs 4) TV advertising 5) Puzzles in the advertising 6 6) Internet promotion
Prestige Price: ~ 500 rub per 1 pack (250 gr) Pricing strategy: “Market skimming” Place: 1) 2) 3) 4) Tea boutiques Café, Restaurants (by weight) Internet tea shops Premium retail (Azbuka Vkusa, Globus Gourme) tea corners Promotion: 1) Julia Wissotzkaya’s magazine “Хлеб*Соль ” devoted to cooking 2) Cooking magazines 3) Blogers 4) * GIFT BOX as a NEW YEAR PRESENT 7
Assortment policy • Loose tea: Pure black/white/green/red tea • Tea bags: Simple, actual product line. Simple name of the taste – the association with naturalness of Wissotzky Tea. 8
Product Line variants • Green: with melissa/ jasmine • Black: with lemon/berries/vanilla/fruit/thyme/barberries • Herbal: wild rose/chamomile/apple 9
Brand Story Dear Tea Lover, I am a descendant of the great Russian tea merchants dynasty of Wissotzky. I offer you to enjoy the tea which came from a distant land. In this parcel, which was carefully handed by the coachmen, you may find a whole symphony of flavors of delicate Wissotzky Tea. Our family has always treated tea with a special attitude. Since 1849, my great ancestor Klonimus Wolf Wissotzky brought to Russia only delicious and unusual blends of tea. He established a special tradition in our family – to treat each single tea leave with care and respect. It is for that my family has become a regular supplier by appointment to His Majesty the Emperor. But not only the Imperial Court could enjoy the rich flavor of tea from merchant Wissotzky. The Russian Empire has been famous for a special attitude to tea for centuries, that is why the merchants brought exclusively high-quality varieties and blends of tea from the overseas countries. Russian tea drinking has always been held grandly and it was impossible to imagine a national table without the traditional samovar, sweets and Russian hospitality and warmth. Being aware of all these features, Wolf Wissotzky always tried to bring only the best tea from the distant lands to delight his countrymen's taste. I adopted the ability to treat the tea leaves with respect and care, so I am glad to continue my family’s tradition – creating the best possible blends for you to enjoy. Modern technologies, which are used for the preparation of blends in Israel, can transfer the energy of the leaf for you to spend your day at height and in good spirits. I offer you to plunge into the world of tea of the highest gold standard. Wissotzky Tea’s rich palette of flavours will allow you to make your morning cheerful and serene, day – outstanding and perfect, evening – peaceful and calm. Once tasted Wissotzky Tea, you will remain its admirer forever. A variety of blends and sorts of Wissotzky Tea will allow you not to part with your favorite beverage throughout the day! Wissotzky Tea. The art of being high. With great respect Sincerely yours, 10
Brand Story (in Russian) Кому: Уважаемому любителю изысканного чая От кого: Ф. В. Высоцкий Дорогой и высокоуважаемый любитель изысканного чая! Я, потомок великой русской династии купцов чая Высоцких, Предлагаю Вам насладиться чаем, который прибыл к Вашему столу из далекой страны. В этой посылке, которую с трепетом передавали из рук в руки ямщики, Вы по достоинству оцените для себя всю симфонию вкусов деликатного чая Wissotzky Tea. В нашей семье всегда с особым отношением относились к чаю. С 1849 года мой великий предок Колонимус Вольф Высоцкий привозил исключительно изысканные и необычные купажи чая. Он заложил особую традицию в нашу семью – уважать и бережно относиться к каждому листочку чая. Именно из-за этого высочайшего отношения к чаю, моя семья стала постоянным поставщиком двора Его Императорского Величества. Но не только Императорский Двор мог наслаждаться богатым вкусом чая от купца Высоцкого. Российская империя испокон веков славилась особым отношением к чаю, именно поэтому купцы везли из заморских стран только высококачественные и изысканные купажи чая. Русское чаепитие неизменно проходило с грандиозным размахом и невозможно было представить себе национальный стол без традиционных самовара, сладостей и русского добродушия и тепла. Зная все эти особенности, Вольф Высоцкий всегда старался привозить из далеких стран только самое лучшее для услады вкусов своих достопочтенных соотечественников. Переняв умение бережно и с уважением относиться к чайным листочкам, я с удовольствием продолжаю нашу семейную традицию – создавать и поставлять любителям изысканного чая только самые лучшие купажи. Современные технологии, которые мы используем для приготовления чая в Израиле, позволяют передавать энергию чайного листа, чтобы Вы провели свой день на высоте, в бодрости и прекрасном расположении духа. Предлагаю Вам окунуться в мир чайного золота высочайшей пробы. Богатая палитра вкусов и купажей чая Wissotzky Tea позволит сделать Ваше утро бодрым и безмятежным, день – выдающимся и совершенным, а вечер – душевным и спокойным. Попробовав чай Wissotzky Tea, Вы навсегда останетесь его поклонником. Разнообразные купажи и виды чая Wissotzky Tea позволит Вам не расставаться с любимым напитком на протяжении всего дня! Wissotzky Tea. Искусство быть на высоте. С особым почтением, Искренне Ваш, Ф. В. Высоцкий 11
Brand Story • Strong historical links • Based on: TRADITIONS, QUALITY, GREAT TASTE, PRESTIGIOUSNESS, HISTORY THE BASIC IDEA: The history of Wissotzky Tea throughout the ages – a parcel brought from a distant land to a Tea Lover, for whom tea consumption is very important in every moment in his life. The writer is the descendant of the Wissotzky tea dynasty. He welcomes the Tea Lover to enjoy the variety of blends and the richness of taste. 12
Packaging • It looks like a PARCEL with the address in “handwritten black ink” style • Mastige – wholly printed (to reduce the costs), probably – a “slider” box opening not from the top but from the left/right side; • Prestige – real brown craft paper or thin veneer with stamp and a sealing wax with “W” letter on the top of the box The tea bag lable sinks while covering with water There’s a wet tea bag after brewing Big “W” lable which can be fixed on the mu Two strings to wring out a tea bag • Such packaging can be a GOOD PRESENT for Christmas or New Year • It catches attention on the shelf (among all the flashy packs it catches one’s eyes with its SIMPLICITY and NOBLENESS) 13
Packaging Prestige packaging 3 D model 14
Thank you for your attention! 15
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