3. Communication Strategies:

Among the traditional communication channels (billboards, web-sites, etc.) we suggest other ideas to increase consumer involvement and brand loyalty while reducing advertising costs.

Digital provides a wide opportunity to communicate through the corporate web-site, social-media marketing, virus-video marketing and of course SME. During the first year Digital would be one of the most important channels as being the platform for crowd-sourcing: a two-months contest which will be one of the initial customer-involvement activities to be performed. The aim of the crowd-sourcing is to use the “crowd” as the marketing channel itself making the customers promote the product themselves by the word-of-mouth which would be necessary for them to with the competition (voting system). As a benefit – this practice will also serve as a marketing analytics and insight base, as the core idea of the contest is for consumers to offer the ideas for flavors combinations in association with a city.

Event marketing includes organizing and participating in a number of different events, which would be again supported by digital and internet marketing via social-nets. Participating in different events (movie-nights, concerts, work-shops, fairs) will help meet different customers from different target groups thus capturing as maximum target clients as possible. Another advantage of this channel of communication and promotion is that it is completely within the brand-essence «new experiences» and will help establish, promote and support the brand image through providing new experiences and taking part in different ones.

Guerilla marketing is as well as Event marketing keeping up to brand essence of providing new experiences and is deeply supported and connected with Digital. Unusual and eccentric marketing promo-actions, virus videos and others will help excite, attract and inform customers into brand. They as well will be a perfect material for follow-up virus videos that will be distributed on the net and will increase the effect even more.

4. Results:

Overall we are proposing a plan for Wissotzky company to enter the Russian market with a brand that is clearly different from the competition and tells an exciting brand story, which is both relevant to the target consumers and fits Wissotzky corporate brand. The brand message and positioning is displayed throughout the complex communication strategy. The channels policy allows to achieve all the company KPI goals and generate over $21M sales on the 5^th year gaining 17% of specialty tea market share while staying within the budget.

Appendix 1. Positioning map of competitors

Voyage by Wissotzky: the clear point of difference

Brand and product attributes	Voyage by Wissotzky	Curtis	Ahmad Contemporary	Ahmad Healthy & Tasty	Greenfield	Maitre de the	Lipton	TESS
Unearthly taste
Inspirational
Perfectly healthy
Bringing harmony
New experiences
Bringing positive
Self-expression: educated & contemporary
Younger audience