Event and indoor promotion were held to introduce the Indian tea brand "True Indian Tea" to audiences in Ukraine. The events took place at a fashion party and in a city mall, featuring Indian music, dancing, clothing and a tea tasting. The promotions attracted over 450 people and increased sales at a tea boutique by 100% on the day, with ongoing sales rising 30% after the events. The brand was successfully introduced to fashion and food interested audiences, and new retailers were attracted.

1. Event and indoor promotion ТМ Premiers “True Indian Tea”

2. TM Premiers is a true Indian brand: the fields and the plant are located in India and the owner is Indian too. TM Premiers sends the product in Ukraine only twice a year. Premiers is tea for those who can appreciate its special taste, beautiful color and … soul. The tea is distributed by best food shops. Also there is a tea boutique in Kharkov city mall “DAFI”. Premiers offers a collection of tea for presents in wooden and metal package.

3. Audience : elegant people, foodies, lovers of expensive, fashionable and rare. Targets : To inform about the brand; To attract , to interest, to intrigue; To get new dealers To provoke for larger purchases from existing dealers.

4. First step: Event took place during a fashionable party “Kharkov Fashion Days” in Radmir night club 25.04.2010.

5. Second step: indoor promotion “Indian Karaoke” 26.04.2010 in Kharkov city mall “DAFI” where you can find best boutique, great brands and people from all districts of the city with steady and large income.

6. What we did: Event: Video demonstration of the history and the process of tea making ; Traditional clothes, music and dances ; Exotic and famous entertainer; Fashion show , demonstrating tea packages ; Quiz about India with tea presents ; Tea degustation for the audience; Auction « Fashionable Tea that costs 5 grivnas (75 $ cents); Information flyers on every table .

7. Indoor promotion: Information flyers all over the mall in the form of tea leaf ; Karaoke station near the tea boutique with half-Russian, half-Indian karaoke songs; Prizes for best singers; National style of costumes and music.

8. Contacts and budget It was difficult to count, but : Information flyers - 2000 pc .; Sung songs – 15 tracks ; Audience of Kharkov Fashion Days – 450-500 persons ; Thickness of crowd around the Karaoke station – two rounds . We spend on : Three promoters , an entertainer, a dancer at Kharkov Fashion Days; A karaoke supervisor ; Flyers and karaoke tracks ; Presents, degustation material and prizes from the Client .

9. Results The active audience, lovers of fashion, met the brand; We demonstrated the color, taste and smell during the degustation ; We accented the product’s unique selling proposition - authenticity ; We granted prizes and covered their cost at the auction ; We organized unprecedented promotion with mixed languages karaoke; We increased sales of the tea boutique on the day of promotion at 100%; Post promotion sales growth - 30%; We attracted 3 new dealers and received an invitation from new retail outlets – a supermarket, a cafe and a shop.