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CROSS MEDIA STRATEGY 
STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE 
04 Avril 2014
I.The Context
TeaMarket 
Mondial 
Global production: 4,1 million tons 
Top tea importing country : China, India and Sri-Lanka. 
France...
KusmiTea 
Key Figures 
Creation : Russia, 1867 
Turnover : 33M in 2013 
30 % come from foreign sales 
Higher net sales...
The competitors 
5 
DIRECT 
INDIRECT
II.The Target
Our Target 
7 
Women 
30-45 years old 
Personality : Bobo 
Preoccupation : Health and Style 
Busy lifestyle and activ...
Persona 
MynameisSarah… 
35YO,livinginthecenterofParisandcopywriterinEllemagazine. 
Verybusylifestyleandalwaysawayfrommy...
Persona 
MynameisLou… 
30 YO, living in Montreuil and community manager in advertising agency. 
Workaholicandalwaysawayf...
III.The Concept 
Co-brandingwiththebrandClaudiePierlotinordertolaunchabrandnewcollectioninspirefromKusmiTeadesignpackaging...
IV.Cross Media Campaign 
Event 
Facebook 
Magazines
Media 
Description 
Duration 
Price 
Audience 
Print 
Competitionin POS 
2weeks 
1400€pour 70000 
25000 
Event 
Bloggersan...
CPM 
56 
8 
49 
1 
1.5 
PRINT 
EVENT 
PRESS 
FACEBOOK 
WEBSITE 
CPM 
14
Planning 
15 
0 
5 
10 
15 
20 
25 
30 
Website 
Press 
Event 
Facebook 
Print 
Week 
EVENT
Thanksfor yourattention ! 
STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE
Kusmi Tea Marketing Strategy
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Kusmi Tea Marketing Strategy

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Kusmi Tea Marketing Strategy

  1. 1. CROSS MEDIA STRATEGY STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE 04 Avril 2014
  2. 2. I.The Context
  3. 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. 3
  4. 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 4
  5. 5. The competitors 5 DIRECT INDIRECT
  6. 6. II.The Target
  7. 7. Our Target 7 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. 8. Persona MynameisSarah… 35YO,livinginthecenterofParisandcopywriterinEllemagazine. Verybusylifestyleandalwaysawayfrommyhome. Preoccupiedwithmyappearance. Interestedinnewproducts. LookingforaTeawhichcorrespondstomyneeds:tasteandhealtheffect. 8
  9. 9. Persona MynameisLou… 30 YO, living in Montreuil and community manager in advertising agency. Workaholicandalwaysawayfrommyhome. Bioaddict. Keenonyoga. LookingforaspicyTeatowakemeupandgivemeenergy. 9
  10. 10. III.The Concept Co-brandingwiththebrandClaudiePierlotinordertolaunchabrandnewcollectioninspirefromKusmiTeadesignpackaging: 10
  11. 11. IV.Cross Media Campaign Event Facebook Magazines
  12. 12. 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€ 13 Total
  13. 13. CPM 56 8 49 1 1.5 PRINT EVENT PRESS FACEBOOK WEBSITE CPM 14
  14. 14. Planning 15 0 5 10 15 20 25 30 Website Press Event Facebook Print Week EVENT
  15. 15. Thanksfor yourattention ! STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE

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