Olga Sazonova Sergey Bessarabov Evgenia Kersh Denis Klimanov Darya

TEA Brand Story: market penetration

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 (HoReCa) rised less than in off-trade, but on-trade still keeps strong position in the market. FORCASTED GROWTH IN HoReCa – 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

Market tendencies

Source: Euromonitor Group

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

Russian tea market

Russian tea market shows fast average annual growth and is strongly dominated by BLACK TEA SEGMENT

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
High loyalty
The need of high-quality tea to drink

ways and situations
Target Group
24 hours
Different perception
Men
Women
A desire to be

not worse than the others. Commonly – to be better than others, to feel SUPERIORITY.

Different sorts for different consumption (emphasis on TIME)
Emphasis on OUTDOOR consumption
On average a person stays 10 hours AT HOME (7 out of 10 – sleeping)

Choice simplicity
Taste/ Quality
Attractive packaging

Emotions
Design
Packaging
Advertising
Taste

Satisfaction -> supply of energy-> good mood -> everything is going perfect-> goals achievement

Associations with

“Average market prices”
Place:
Supermarkets
Café, Restaurants (by weight)
Non-making of flagship store



Promotion:
Julia Wissotzkaya’s

magazine “Хлеб*Соль” devoted to cooking
Cooperation with other brands (e.g. 1 tea bag in the sweet box of “KORKUNOV”)
Interesting historical stories on/in the tea packs
TV advertising
Puzzles in the advertising
Internet promotion

“Market skimming”
Place:
Tea boutiques
Café, Restaurants (by weight)
Internet tea shops
Premium retail (Azbuka

Vkusa, Globus Gourme) tea corners

Promotion:
Julia Wissotzkaya’s magazine “Хлеб*Соль ” devoted to cooking
Cooking magazines
Blogers
* GIFT BOX as a NEW YEAR PRESENT

Simple name of the taste – the association with naturalness

of Wissotzky Tea.

with Nana
Roobois: pure Roobois/ with Cinnamon&Vanilla
Black with specialty: Wild Berries/

Lemon/ Strawberry

Чай с Жасмином) 2) English Breakfast (Английский Завтрак) 3) Earl Grey (Эрл

Грей) 4) Green Tea with Nana (Зеленый чай с мятой) 5) Almond Amaretto (Winter) (Амаретто) 6) Strawberry Pana Cota (Winter) (Пана Кота) 7) Lemongrass cream infusion (Лемонграсс) 8) Chocolate Шоколад)

Chai Line 1) Masala Chai (Масала Чай) 2) Rose Chai (Розовый чай)

Green Tea line “Green Line” 1) Chinese green Tea (Китайский Зеленый чай) 2) Green Tea with Lemongrass and Verbena (Зеленый чай с лемонграссом и вербеной) 3) Green Tea with Lemongrass and Ginger (Зеленый чай с Лемонграссом и имбирем) 4) Green Tea with wild berries and Passion Fruit (Зеленый чай с дикими ягодами и маракуйей) 5) Jasmine Green Tea (Зеленый чай с Жасмином) 6) Green Tea with Citrus Fruits (Зеленый чай с Цитрусовыми фруктами) 7) Green tea with Apple & Cinnamon (Зеленый чай с Яблоком и Корицей) 8) Green tea with Lemon & Honey (Зеленый чай с лимоном и мёдом)

Red Tea – Cinnamon and Vanilla - Ройбуш с корицей

и ванилью 3) Red Tea – Chamomile, Lime and Honey - Ройбуш с ромашкой, лаймом и мёдом 4) Red Tea – Rose Hip and Passion Fruit – Ройбуш с шиповником и маракуйей

Product Line variants (2)

Magic Garden Line
(Special Seasonal Offer) 1) Cranberry Splash (Winter/Spring) - Клюква 2) Chamomile (Spring) - Ромашка 3) Rose Hip and Hibiscus (Fall) – Шиповник и Каркаде 4) Wildberry Nectar (Summer/Fall) – Лесные ягоды 5) Fruit Galore (Spring/Summer/Fall) - Фрукты 6) Strawberry Burst (Summer) - Клубника 7) Apple Delight (Summer/Winter) -Яблоко 8) Cinnamon Magic (Winter/ Late Fall) - Корица 9) Peppermint (Summer) - Мята 10) Blood Orange & Mandarin Scent (New Year Eve) – Цитрус 11) Lemon-nana (Summer) – Лимон/мята 12) Mango and Passion Fruit (Winter/Summer) – Манго и Маракуйя 13) Pomegranate Orchard (Summer) - Гранат 14) Chamomile & Nana (Summer) – Ромашка с мятой 15) Chamomile & Honey (Winter) – Ромашка с мёдом 16) Lemon (All seasons) - Лимон 17) Raspberry (All seasons) - Малина 18) Cherry (All seasons) - Вишня 19) Peach (All seasons) – Персик

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,
F.W.Wissotzky

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 Клонимус 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

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.

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

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)

Big “W” lable which can be fixed on the mug

Two strings to wring out a tea bag