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History of Kusmi Tea
Pavel Mikhailovich
in 1867 founded
Kousmichoff Tea
Firm
Eldest son
Viatcheslav took
over after his
fa...
The Orebi family holds possession
today of this brought-up-in-Paris Tea
brand !
Sylvain Orebi
History of Kusmi Tea
Products
• Teas
• Over 100 types in
Stores
• 67 types online
• Teapots
• Mugs
• Infusers
• Muslin tea bags :
Ensuring high...
Products
• Wellness teas: Detox, Boost, Be
Cool, Sweet Love and Algothé
• Exclusive teas: Prince Vladimir,
Anastasia or Sa...
Pricing
• Price of tea ranges from 13€ to 16€ for a metal box of
125 grams.
• For a Box of 20 sachets, price is set at €10...
Merchandising
• Colourful store
• Red lacquered floor, bands of recessed light
and rows of technicolour tea
• Bright light...
Retail and Wholesale Stores
• Retail :
– Champs Elysees, Paris
– High Street, London
• Wholesale :
– KaDeWe(Food Hall), Be...
Key features to open a Kusmi Franchise
• Entrance fee
– 12500 Euros
• Minimum Investment
– 80,000-100,000 Euros
– Duration...
Target Customers
• Mostly women
• Aged 30-40years of age
• Parisian lifestyle
• Following a healthy and
cleansing diet
• D...
Main Competitor: Mariage Freres
Mariage Freres
• Luxury tea that can also be
used in perfumes and cuisines
•A large variet...
Store : At Galleries lafayette, Paris
• Placed in a departmental store
• At the fourth floor, next to the lingerie section...
•Product selection is quite similar to the other stores in Paris
•Customer service was also the same, with tea tastings an...
Store : Third Avenue, New York
The Neighbourhood
The
Window
Inside
the
store
Store : Third Avenue, New York
• The only monobrand store in
New York
• Placed on a luxurious street
• Appeals to New York...
Collaborations
•Jean Paul Gaultier dresses up
two of kusmi tea‘s oldest and
most emblematic blends,
‘anastasia’ and ‘princ...
Ba & sh joins this year Kusmi
Tea, also a partner of the
association "Breast Cancer,
Let's Talk!"
Saturday afternoon from ...
Feedback & Recommendations
• Sample tastings
• Good marketing techniques
• The décor seems more like a ‘pop art gallery’ t...
KUSMI TEA
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KUSMI TEA

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KUSMI TEA

  1. 1. History of Kusmi Tea Pavel Mikhailovich in 1867 founded Kousmichoff Tea Firm Eldest son Viatcheslav took over after his father’s death With the Russian Revolution, he moved the company to 75 Avenue Niel, Paris 17
  2. 2. The Orebi family holds possession today of this brought-up-in-Paris Tea brand ! Sylvain Orebi History of Kusmi Tea
  3. 3. Products • Teas • Over 100 types in Stores • 67 types online • Teapots • Mugs • Infusers • Muslin tea bags : Ensuring high quality! Everyday a new tea is given as sample to customers !
  4. 4. Products • Wellness teas: Detox, Boost, Be Cool, Sweet Love and Algothé • Exclusive teas: Prince Vladimir, Anastasia or Saint Petersburg • Rooibos teas have caffeine-free mix: lime, verbena, Rooibos and Organic • Classical tea: Sencha green tea, Darjeeling, Black tea Morning, and Lapsang Souchong • Traditional teas • Online teas Green tea with strawberry, almond or rose, black tea Vanilla, Caramel or Chocolate • Occasion related teas
  5. 5. Pricing • Price of tea ranges from 13€ to 16€ for a metal box of 125 grams. • For a Box of 20 sachets, price is set at €10.8/ box. • Bulk Bag of 125grams costs €9.10 to €50.70. (Jade Pearl Jasmine being the most expensive)
  6. 6. Merchandising • Colourful store • Red lacquered floor, bands of recessed light and rows of technicolour tea • Bright lighting • Smells of tea • Tea placed category wise : tea bags kept together, cans of tea leaves kept separately, accessories are grouped together • The corresponding size of each tea is kept along with it
  7. 7. Retail and Wholesale Stores • Retail : – Champs Elysees, Paris – High Street, London • Wholesale : – KaDeWe(Food Hall), Berlin – Silkwood, Czech Republic (Concept Store) • No licensing
  8. 8. Key features to open a Kusmi Franchise • Entrance fee – 12500 Euros • Minimum Investment – 80,000-100,000 Euros – Duration : 5years
  9. 9. Target Customers • Mostly women • Aged 30-40years of age • Parisian lifestyle • Following a healthy and cleansing diet • Dynamic and active daily schedule Sometimes, tourists too !
  10. 10. Main Competitor: Mariage Freres Mariage Freres • Luxury tea that can also be used in perfumes and cuisines •A large variety of teas • Tea created for special occasions (like Kusmi Tea) • Packaging is conventional: Black & Yellow, dark and simple (Unlike Kusmi Tea) • Most expensive tea brand available in the market
  11. 11. Store : At Galleries lafayette, Paris • Placed in a departmental store • At the fourth floor, next to the lingerie section with no other tea brands or café close to it
  12. 12. •Product selection is quite similar to the other stores in Paris •Customer service was also the same, with tea tastings and English-speaking sales lady (Considering it is a tourist destination!)
  13. 13. Store : Third Avenue, New York The Neighbourhood The Window Inside the store
  14. 14. Store : Third Avenue, New York • The only monobrand store in New York • Placed on a luxurious street • Appeals to New Yorkers who want to have a “Parisian Experience” • Décor inside is the same as the ones in Paris • Le Palais des Thés around the next corner and Mariage Frères just a few streets away
  15. 15. Collaborations •Jean Paul Gaultier dresses up two of kusmi tea‘s oldest and most emblematic blends, ‘anastasia’ and ‘prince vladamir’ •Signature nautical stripes and red accent in packaging and the iconic tattoo designs Tea pot “Kusmi likes to do things their own way and break the codes. Like me, never bothering with conventions and accepted wisdoms,” says gaultier. Tea flavours Filter Mug
  16. 16. Ba & sh joins this year Kusmi Tea, also a partner of the association "Breast Cancer, Let's Talk!" Saturday afternoon from 14h to 18h of October rose the tea taste "sweet love" portion of the profits will be donated to the association 300 women who have/had fought against the cancer making a mark as a sign of hope, strength and solidarity Contest on Facebook with association with FIAC Kusmi Tea Vending Machines Events and Projects
  17. 17. Feedback & Recommendations • Sample tastings • Good marketing techniques • The décor seems more like a ‘pop art gallery’ than a russian tea shop • Customers aren’t aware of the brand originally being from Russia • The vending machines could be made interactive for new customers • No place to sit in the store, except the Paris flagship store • Window display could be enhanced by a theme of a “Tea Shop” which would attract customers

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