Презентация на тему

promotion
(BTL-campaigns in the places of consumption, POSM’s, indoor)
PR

(tea parties for CEO, “mad hatter”)
Advertising
(viral marketing)

Mellow

audience
Consumers’ positive response

Carrying out of presentations for potential clients
2) Creation of

individual tea cards for clients (with the account of feature of an institution and level of the average check)
3) Consulting support
4) Participation in exhibition World Food Moscow.

item: price for stand placement in the stores.
510

sales point - near $1 mln per year.

BTL-promo actions: 1 weekend (2 days-6 hours) per store:
In 33 stores (2nd year)-14 251 $
In 110 stores (3rd year)-41 898 $
In 135 stores (4th&5th year)- 96 000 $
Total Costs =$153 000

4-5 packages in 1 store per day
If we want

to achieve $15 mln in 5 years  should sell near
30 packages every day in 1 store + using ATL instruments (e.g. outdoor advertising, advertising in metro)

retail stores:
but in this case it will be

difficult to gain $20 mln. sales.
To reach $15 mln sales we enter in big retail stores:
but we should increase budget for promotion and retail expenses (expansion to all Moscow and regional retailers).
We enter in big retail stores:
but we will get less revenues (less than $15 mln)
We also exceed our budget.

audience is using Internet, search engines (Google, Yandex) and

social networks (vkontakte.ru, facebook.com)

Active, intelligent, modern people spend great part of their time online: for work, for communications, for leisure

We propose to take advantage of forced promotion in the net

3 logical parts:
prelaunch stage
launch stage
supporting communications

All of the communications are aimed on attracting or involving the consumers

For whole budget of digital marketing for 5 years see your handouts

(game bonus for signing in community). COST 50 000

$. for 100 000 members in the group (about 30 000 active members)

Facebook.com. SMM measures: invite system (pay for invite to the community). COST 800 $ for 77 000 invites for 30 000 members in the group (5 000 active)

The Village (online media recourse, newspaper style). About 300 000 UUM (unique users monthly), age of the audience 25-35 years.
COST 4,3$ /monthly – 3 months - 400 000 shows (banner) + 4 editorials (monthly) + page of the brand on the recourse.

Eda.ru. About 600 000 UUM, age 18-45, 57 % - f., 43 % - m.
COST 3 200 $ /monthly – 3 months – 300 000 shows (banner 980x145)

Babyblog.ru – one of the TOP fluent Russian sites. Audience 7 498 737 UUM, age 18-35 years, 99 % - f.
COST– 4 200 $ – 2 editorials (first on the launch, second after 3 months) + announcement on the main page

Woman.ru – women resource (fashion, lifestyle, health …). About 7 300 000 UUM, age 18-44, 65 % - f., 35 % - m.
COST– 4 350 $ – 2 weeks – 3000 000 shows (banner 980x145)

zdr.ru (magazine “Zdorovye”) – main resource about health. About 182 700 UUM, 18-54 age, 57 % - f., 43 % - m.
COST– 840 $ – 1 month – 200 000 shows (banner 240x400)

http://www.livejournal.ru/eda - popular food blog on the TOP bloggers resource. About 1 220 000 UUM.
COST– 8 700 $ - 1 month – 400 000 (banner)

continued support and all company's promotion efforts

The main drawback of our competitors is the weak involvement

of customers in the life of the product

Multiple purposes:
1) to provide good information about product
2) try to involve consumers in our product life circle

(as our packaging design did)

Contrast of colors are easy to

remember 

Images in a minimalist style (pictures of fruits, trees, tea leaves, mint) 

audience and to earn some free PR

Start in January

and last only 2 weeks, otherwise people may be bored and annoyed by teasers

Methods:
flash mob (special agency, 30 people)
green picture of grass, leaves and word «Mellow» on umbrellas
January - connect word «Mellow» with something green and light in a white and grey winter Moscow

flickr.com
popular website for high quality photos
“Nothing unnecessary. Just tea. http://www.mellowtea.ru”

Viral video
make people want to go to our website http://www.mellowtea.ru
demonstrate the quality of our tea (all characters and scenery will be made from it), connect the idea of summer/nature and Mellow tea brand

awareness and create direct communications with brand and co-creation

potential

Create groups based on the idea of health, beauty, naturalness:
Vkontakte.ru
Facebook
LiveJournal

People talk about health, beauty, tea in their life, share recipes, participate in different contests and talk about music that associates with different tastes of Mellow tea

Create connection between the brand and not only tastes but also sound (share recipes, participate in different contests, talk about music that associates with different tastes of Mellow tea in groups)

Moderator post comments and direct all discusses

the interest of loyal customers:

Loyal Customer Club: community
offering

regularly updated information on «haute cusine style»
information will be updated on a regular basis

Online competitions for all/registered users at our official web site

Special events (every 6 months)

Article on Woman.ru

the resource: 100 000 – 120 000 UUM. To keep

track of UUM we will place Rambler TOP 100 counter on the main page.

CTR - success of an online advertising campaign for a website: clickthrough rate of an advertisement (number of clicks on an ad divided by the number of times the ad is shown, %) - 0,5 % CTR.

Quantity of members in the brand societies in social networks (whole/active): 100 000 in vkontakte.ru (30 000 active) and 100 000 in FB (40 000 active).

Effectiveness of competitions – measured as per cent of active members that will take part in competition.

Brand awareness – measured pre/post tests in the Social Media (surveys).

ROI digital – digital advertising investment/Gross margin. About 9-10% expected.

Conversion – % of contacted users who became buyer. May be measured by temporary discounts for site visitors or group members. Expected 5-9 %.