Post on 22-Apr-2015
description
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.
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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
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The competitors
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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.
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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
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
EV ENT
PRESS
FA CEBOOK
WEBSITE
CPM
14
Planning
15
0 5 10 15 20 25 30
Website
Press
Event
Week
EVENT
Thanks for your attention !STEPHANIE MICHEL, VALENTIN FAURE & SEBASTIEN VERGNE