Brand Story

Volume (мб Size; в Лингво Volume – емкость рынка) –

166 500 tons ($1,4-1,5bln)
Consumption – 1,2 kg per head
Consolidated Market: 5 producers (скорее, manufacturers) control 75% of the market

(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 (скорее, level

of competitiveness/ competition )

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%

конкурентов в сегменте  the) Competitors
“Lipton tea can do that”/
”The

Best in tea – the Best in me”
Health, Energy, Natural quality
Core: women, men <35y.o.; managers, office personnel.
Lifestyle: active, searching for everyday challenges, do not (о ком речь? О Core People? Do это к множественному числу. Я думаю, оставить так или “Lack of free(spare, leisure) time) 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(ing) (а лучше enjoying travelling/to travel)to travel, spending time with friends
Consumer Insight: “Sometimes I want new experiences or just to indulge myself”

of You”
Traditions, English quality, Variety of Tastes which suit

(which – скользкая конструкция, скорее - …tastes that suit / to suit …)women’s changeable mood
Core: women <35 y.o.; managers, housewives, creative professions, high income
Lifestyle: proactive, stylish, follows (мб women who follow – не уверен. Хотя можно не париться, просто словами в презентации точно сказать «People or consumers who follow) the world’s tendencies, independent
Consumer Insight: “I like when my mood is emphasized (скорее, expressed) 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 (Хотя можно не париться, просто словами в презентации точно сказать «People or consumers who spend) 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”

“Taste of England since 1706”
Traditions, English quality, Variety of

tastes
Core: women 25 - 50y.o.; managers, housewives, creative professions, high income
Lifestyle: doesn’t have time for her private life, stylish, follows fashion trends, likes (prefers) 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”

careerist
Core: women, 25 - 50 y.o., professionals, connoisseurs
Mimic attack

is a friend
Tea is a helper

married, have children
Education: higher, arts courses
Income: average, above the

(предлагаю the убрать) average (have money to buy expensive brands once per month)
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.

wine
Tea: Wissotzky
City: Paris, Milan
Art: European
Events: participating
Beverage: Italian, French wines
Tea: newby

of Russian Aristocracy (мб beauty of Russian aristocratic traditions)
Pivotal Identity
Classics
Quality
Estate

Predominance (объясните что это? И я попробую подумать)

Refinement of Taste (мб refined taste)

Extended Identity

Connoisseur

Selectivity (discrimination, тоже не очень, но как вариант. 1 из значений - умение разбираться, проницательность, интуиция)

Constancy (persistence – мб не очень, вероятно, не так близко по смыслу) in fast changing world

Culture

Aesthetics

Authenticity

Reverence of women

Russian Traditions of noble class

чтобы не забыть – предлагаю beauty of Russian aristocratic traditions)

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 (application мб?) of design elements of premium brands: special background in letters W

Possibility to feel involvement in the elite group; feel the nobleness, refinement

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

– на протяжении полутора веков) (или A century and a

half ago – как точное время назад) “Wissotzky & Co” was the main tea supplier of Russian Imperial Court. Luxury of palace interiors and gala ceremonies was supplemented with brilliance of guests. According to eyewitnesses, these ceremonies were spectacular, music was great. It reflected the mood of swell society. Ladies visited these soirees to converse with respected and intelligent men during the real Russian tea drinking. These evenings are still a legend.
Today (nowadays) society has changed significantly. It became more modern, but women still want to find luxury features of daily hassles. And they are able to afford it…
They can plunge into the atmosphere of 19th century with (a – здесь – артикль нужен) cup of “Wissotzky” tea.