CROSS MEDIA STRATEGY

STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE

04 Avril 2014

I. The Context

Tea Market

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

Kusmi Tea

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

The competitors

5

DIRECT INDIRECT

II. The Target

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

Persona

My name is Sarah…

35 YO, living in the center of Paris andcopywriter in Elle magazine.

Very busy lifestyle and always awayfrom my home.

Preoccupied with my appearance.

Interested in new products.

Looking for a Tea which corresponds tomy needs : taste and health effect.

8

Persona

My name is Lou…

30 YO, living in Montreuil and community manager in advertising agency.

Workaholic and always away from myhome.

Bio addict.

Keen on yoga.

Looking for a spicy Tea to wake me upand give me energy.

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III. The Concept

Co-branding with the brand Claudie Pierlot in order to launcha brand new collection inspire from Kusmi Tea designpackaging :

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IV. Cross Media Campaign

Event

Facebook

Magazines

Media

Description Duration Price Audience

Print Competition in POS 2 weeks 1400€ pour 70 000 25 000

Event Bloggers and press VIP Night

1 night 8000€ 1M

PressELLE 1 week 40K 2M

Marie Claire 1 week 40K 1.4M

Facebook Facebook Cover + Page animation

4 months Free Kusmi Tea : 15 600 Claudie Pierlot : 5 040

WebsiteBanner new collection

+New collection page

3 months

6 months

Free Kusmi Tea : 300 000Claudie Pierlot : 30

000

89 400€

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Total

CPM

56

8

49

1

1.5

PRINT

EV ENT

PRESS

FA CEBOOK

WEBSITE

CPM

14

Planning

15

0 5 10 15 20 25 30

Website

Press

Event

Facebook

Print

Week

EVENT

Thanks for your attention !STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE