- •The Government of the Russian Federation The Federal State Autonomous Institution of Higher Education ""National Research University - Higher School of Economics"
- •Project report
- •Оглавление
- •Introduction 3
- •Introduction
- •Analysis of external and internal environment
- •Strategic options, priorities and choice
- •Short Run Strategy
- •Long Run Strategy
- •Stp and the brand story
- •Target Audience
- •Positioning
- •Brand story
- •Wissotzky Tea. The art of being high.
- •Product options for all channels, packaging
- •Channels policy and marketing communications for all channels
- •Retail and PoSm
- •Social Activity
- •Marketing Plan and Results Anticipated
- •Conclusion
Marketing Plan and Results Anticipated
In this part o
f the paper the total budget for all activities will be presented. We exclude TV commercials because for effective impulse we should spend more than our budget affords.
In the table below our total budget for all channels and activities
|
|
1 year |
2 year |
3 year |
4 year |
5 year |
|
Ads |
|||||
|
Magazines |
6 191 950,9 |
6 811 146,0 |
7 492 260,6 |
8 241 486,6 |
9 065 635,3 |
|
Internet |
11 588 626,0 |
12 747 488,6 |
14 022 237,5 |
15 424 461,2 |
16 966 907,3 |
|
Outdoor (4 month) |
4 877 801,3 |
5 365 581,4 |
5 902 139,5 |
6 492 353,5 |
7 141 588,8 |
|
City Format |
2 452 335,0 |
2 697 568,5 |
2 967 325,4 |
3 264 057,9 |
3 590 463,7 |
|
Social Activity (4 months) |
4 320 000,0 |
4 752 000,0 |
5 227 200,0 |
5 749 920,0 |
6 324 912,0 |
|
Retail |
|||||
|
PoSM and listing |
16 736 640,0 |
16 736 640,0 |
16 736 640,0 |
16 736 640,0 |
16 736 640,0 |
|
HoReCa |
|||||
|
Leaflets |
7 500,0 |
8 250,0 |
9 075,0 |
9 982,5 |
10 980,8 |
|
Total |
46 174 853,2 |
49 118 674,5 |
52 356 877,9 |
55 918 901,7 |
59 837 127,9 |
More detailed budgets for all channels are on the attached Excel File.
What we get from these activities:
Sales in chains (pessimistic):
|
|
Total Revenue 1Year |
Total Revenue 2Year |
Total Revenue 3Year |
Total Revenue 4Year |
Total Revenue 5Year |
Total |
|
Auchan |
10 080 000,0 |
10 483 200,0 |
10 902 528,0 |
11 338 629,1 |
11 792 174,3 |
54 596 531,4 |
|
Real,- |
2 116 800,0 |
2 201 472,0 |
2 289 530,9 |
2 381 112,1 |
2 476 356,6 |
11 465 271,6 |
|
Azbyka Vkysa |
8 265 600,0 |
8 596 224,0 |
8 940 073,0 |
9 297 675,9 |
9 669 582,9 |
44 769 155,8 |
|
Ostrov |
3 628 800,0 |
3 773 952,0 |
3 924 910,1 |
4 081 906,5 |
4 245 182,7 |
19 654 751,3 |
|
Victoria |
1 965 600,0 |
2 044 224,0 |
2 125 993,0 |
2 211 032,7 |
2 299 474,0 |
10 646 323,6 |
|
Magnolia |
64 209 600,0 |
66 777 984,0 |
69 449 103,4 |
72 227 067,5 |
75 116 150,2 |
347 779 905,0 |
|
Victoria Kvartal |
32 457 600,0 |
33 755 904,0 |
35 106 140,2 |
36 510 385,8 |
37 970 801,2 |
175 800 831,1 |
|
Spar |
6 804 000,0 |
7 076 160,0 |
7 359 206,4 |
7 653 574,7 |
7 959 717,6 |
36 852 658,7 |
|
Total in RUR |
129 528 000,0 |
134 709 120,0 |
140 097 484,8 |
145 701 384,2 |
151 529 439,6 |
701 565 428,6 |
|
Total in USD |
4178322,581 |
4345455,484 |
4519273,703 |
4700044,651 |
4888046,437 |
22631142,86 |
Optimistic:
|
|
Number of packs per day |
Mastige |
Prestige |
Total Revenue 5Year |
|
Auchan |
100 |
90 |
10 |
100 800 000,0 |
|
Real,- |
30 |
27 |
3 |
10 584 000,0 |
|
Azbyka Vkysa |
10 |
0 |
10 |
73 800 000,0 |
|
Ostrov |
15 |
13,5 |
1,5 |
13 608 000,0 |
|
Victoria |
15 |
13,5 |
1,5 |
9 828 000,0 |
|
Magnolia |
25 |
22,5 |
2,5 |
229 320 000,0 |
|
Victoria Kvartal |
25 |
22,5 |
2,5 |
115 920 000,0 |
|
Spar |
20 |
18 |
2 |
27 216 000,0 |
|
Total in RUR |
581 076 000,0 |
|||
|
Total in USD |
18 744 387,1 |
|||
Total Market Share in total revenue – 1st Year 0,5% and than the growth till the 5th Year is possible to gain a 3,5% market share (in optimistic variant).