Marketing Strategy

1. CROSS MEDIA STRATEGY
STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE
04 Avril 2014

2. I.The Context

3. TeaMarket
Mondial
Global production: 4,1 million tons
Top tea importing country : China, India and Sri-Lanka.
France
Global rank 30
Biggest consumer location : Ile de France and west of France.
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4. KusmiTea
Key Figures
Creation : Russia, 1867
Turnover : 33M in 2013
30 % come from foreign sales
Higher net sales in 2013 : + 51%
220 employees
35 stores worldwide
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5. The competitors
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DIRECT
INDIRECT

6. II.The Target

7. Our Target
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Women
30-45 years old
Personality : Bobo
Preoccupation : Health and Style
Busy lifestyle and active social life
CSP+
CSP ++
Urban
Big and middle cities

8. Persona
MynameisSarah…
35YO,livinginthecenterofParisandcopywriterinEllemagazine.
Verybusylifestyleandalwaysawayfrommyhome.
Preoccupiedwithmyappearance.
Interestedinnewproducts.
LookingforaTeawhichcorrespondstomyneeds:tasteandhealtheffect.
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9. Persona
MynameisLou…
30 YO, living in Montreuil and community manager in advertising agency.
Workaholicandalwaysawayfrommyhome.
Bioaddict.
Keenonyoga.
LookingforaspicyTeatowakemeupandgivemeenergy.
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10. III.The Concept
Co-brandingwiththebrandClaudiePierlotinordertolaunchabrandnewcollectioninspirefromKusmiTeadesignpackaging:
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12. IV.Cross Media Campaign
Event
Facebook
Magazines

13. Media
Description
Duration
Price
Audience
Print
Competitionin POS
2weeks
1400€pour 70000
25000
Event
Bloggersand pressVIP Night
1 night
8000€
1M
Press
ELLE
1 week
40K
2M
Marie Claire
1 week
40K
1.4M
Facebook
Facebook Cover+ Page animation
4 months
Free
KusmiTea: 15 600
ClaudiePierlot : 5 040
Website
Banner new collection +
Newcollection page
3 months
6 months
Free
KusmiTea: 300 000
ClaudiePierlot : 30 000
89 400€
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Total

14. CPM
56
8
49
1
1.5
PRINT
EVENT
PRESS
FACEBOOK
WEBSITE
CPM
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15. Planning
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0
5
10
15
20
25
30
Website
Press
Event
Facebook
Print
Week
EVENT

16. Thanksfor yourattention !
STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE