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Brand Story
Содержание
- 1. Brand Story
- 2. Russian Tea Market96% of population drink tea
- 3. Russian Tea MarketProduct Segments:Wissotzky Invasion
- 4. Russian Specialty Tea MarketPrice Segments: (20-25 tea bags packages)Low(
- 5. Masstige Segment: Positioning Strategies of Competitors“Lipton
- 6. Masstige Segment: Positioning Strategies of Competitors“English
- 7. Premium Segment: Positioning Strategies of Competitors“Gets
- 8. Tea in Consciousness of ConsumersMoments of lifeLifestyleCore: women,
- 9. Tea is an attribute, accessory Tea in
- 10. Mimic strategyWomen that imitate the practices of
- 11. Core of the new brand ?Women, age:
- 12. Wissotzky tea brand ? Brand EssenceNobleness and
- 13. Brand PyramidNobleness and Beaty of Traditions of
- 14. brand PositioningCoreBrand nameBrand name – tea, which
- 15. NamingWaltz by Wissotzky?
- 16. Marketing Mix
- 17. MoodboardThe Movie
- 18. Скачать презентанцию
Russian Tea Market96% of population drink tea regularlyTea Market Volume – 169 000 tons ($1,4-1,5bln)Consumption – 1,1 kg per headConsolidated Market: 5 producers control 70% of the Market
Слайды и текст этой презентации
Слайд 2Russian Tea Market
96% of population drink tea regularly
Tea Market Volume
– 169 000 tons ($1,4-1,5bln)
Market: 5 producers control 70% of the Market
Слайд 4Russian Specialty Tea Market
Price Segments:
(20-25 tea bags packages)
Low
(
(Java, Gita)
Lisma
Mayskiy
Akbar
Riston
Dilmah
Lipton
Curtis
Greenfield
Newby
Pukka
Dr.Stuart’s
Milford
Masstige
(66-90rub/package)
Twinings
Ahmad Contemporary
Wissotzky Invasion
Tess
Low Margin;
Low Costs;
Normal competitive level
Good Marginality;
Normal
Costs;High competitive level
High Margin;
Normal Costs;
Extremely High competitive level
High Margin;
High Costs;
Normal competitive level
Specialty Tea market share: 10%
Specialty Tea market share: 16%
Specialty Tea market share: 52%
Specialty Tea market share: 22%
Слайд 5Masstige Segment:
Positioning Strategies of Competitors
“Lipton tea can do that”/
”The
Best in tea – the Best in me”
Health, Energy, Natural
qualityCore: women, men <35y.o.; managers, office personnel.
Lifestyle: active, searching for everyday challenges, do not have free time
Consumer Insight: “Due to my energetic and dynamic life I need healthy and revitalizing tea”
“Enjoy the best of your tea”
Brightness, Vividness, Different types of tastes
Core: women, <35 y.o.; office personnel, housewives
Lifestyle: searching for new emotions, love to travel, spending time with friends
Consumer Insight: “Sometimes I want new experiences or just to indulge myself”
Слайд 6Masstige Segment:
Positioning Strategies of Competitors
“English Tea №1”/ “For each
of You”
Traditions, English quality, Variety of Tastes which suit
women’s changeable moodCore: women <35 y.o.; managers, housewives, creative professions, high income
Lifestyle: proactive, stylish, follows the world’s tendencies, independent
Consumer Insight: “I like when my mood is emphasized by each detail, including tea”
“…changing mood, not world…”
Harmony of Tastes, Bouquet of teas
Core: women, <35 y.o.; managers, office personnel, housewives, creative professions
Lifestyle: active, spends free time at home or with closest friend (not many of them), devotes herself to family, emphasizes her feminity
Consumer Insight: “I want to feel harmony in my family, at my workplace, in every thing I do. Even when drinking tea”
Слайд 7Premium Segment:
Positioning Strategies of Competitors
“Gets you back to you”/
“Taste of England since 1706”
Traditions, English quality, Variety of
tastesCore: women 25 - 50y.o.; managers, housewives, creative professions, high income
Lifestyle: doesn’t have time for her private life, stylish, follows fashion trends, likes classics in modern style
Consumer Insight: “I try to find a me-time moment in busy, fast and fickle life. In these moments I want something stable and reliable”
Newby
“Tea in its truest sense”
Traditions, Outstanding quality, Experts in teas, The most rare tea blends
Core: women 25 - 50y.o.; managers, housewives, high income
Lifestyle: seeks for luxury, spends time with business partners, tries to establish new tendencies or to follow only the most fresh ones
Consumer Insight: “I’m a connoisseur and all I choose is only the Best”
Слайд 8Tea in Consciousness of Consumers
Moments of life
Lifestyle
Core: women,
careerist
Core: women, 25 - 50 y.o., professionals, connoisseurs
Mimic attack
Слайд 9Tea is an attribute, accessory
Tea in Consciousness of Consumer
Tea
is a friend
Tea is a helper
Слайд 10Mimic strategy
Women that imitate the practices of consumption of successful
connoisseurs
City: Moscow, St. Petersburg
Art: Russian
Events: reading about them
Beverage: Chilean wine
Tea:
WissotzkyCity: Paris, Milan
Art: European
Events: participating
Beverage: Italian, French wines
Tea: newby
Слайд 11Core of the new brand ?
Women, age: 30 – 50,
married, have children
Education: higher, arts courses
Income: average, above the average
(have money to buy expensive brands once per month)Housewives, administrative bosses (not linear managers), creative jobs, etc.
Psychographic features:
Active lifestyle and opinion;
Interested in fashion, arts;
Follows the latest tendencies;
It’s important for her to connect herself with a special referent group of most successful women;
Believes in traditional quality.
Слайд 12Wissotzky tea brand ?
Brand Essence
Nobleness and Beaty of Traditions
of Russian Aristocracy
Pivotal Identity
Classics
Quality
Estate Predominance
Refinement of Taste
Extended Identity
Connoisseur
Selectivity
Constancy in fast
changing worldCulture
Aesthetics
Authenticity
Reverence of women
Russian Traditions of noble class
Слайд 13Brand Pyramid
Nobleness
and Beaty
of Traditions
of Russian aristocracy
Values
Personality
Reason to
Believe
Functional Benefits
Essence
Emotional Benefits
Key Visuals
Imitating Upper Class, trying look like most
successful women, follows the practices of referent group: visits museums, interested in arts, works on her taste Quality, Traditions, nobleness, Classics, Good Taste, Beauty, Success, Recognition
Quality, naturalness,
Variety of Tastes
Traditions of quality of “Wissotzky”,
World reputation,
Tea of Russian aristocracy in XIX century
Usage of design elements of premium brands: special background in letters W
Possibility to feel involvement in the elite group; feel the nobleness, refinement
Слайд 14brand Positioning
Core
Brand name
Brand name – tea, which emphasizes good taste
of noble class
Brand Values
Brand Essence
Consumer Insight
Target Audience
Women, age: 30 –
50, Housewives, administrative bosses, creative jobs.I want to show my noble position in society and success in each detail
Quality, Traditions, nobleness, Classics, Good Taste, Beauty, Success, Recognition
Nobleness and Beaty
of Traditions of Russian aristocracy in tea
Brand Proposal
