Consulentia 3.0 Kaya Tea Kaya Tea - Moroccan Ice Tea
C O N C E P T /2
Consulentia 3.0 Position Price The Specialist High Kayatea Kaya tea a different experience missing Medium The Healty Club on the market. The “Tea” setters Fast consuming Tea Low Promise Value for money Story telling Healthy/Organic /3
Consulentia 3.0 Target Kayatea - target In order to connect with millennials, brands need to be authentic, transparent and engage them through a seamless experience. Better informed More demanding Exploring the world Always on More conscious Connected to others /4
Consulentia 3.0 Kaya Tea Kaya Tea - The unexpected taste of tea We are going to tell you a story. A story fmavoured by the scents of a magic Country. Discover the world of Kaya tea and enter into our AHWA Kaya Tea - the unexpected side of tea. Kaya Tea is the brand in the sofu drink industry that bring you to explore the world and the magic of Morocco by experiencing an unexpected creatjvity. /5
Consulentia 3.0 The concept /6
Consulentia 3.0 The concept K AYA T E A The unexpected side of tea Expect the unexpected Tous les visages du thé The unexpected taste of tea Impromptu Le côté glamour du thé Thé ou tea? C’est Kaya Tea. Ceci n’est pas un thé. C’est Kaya Tea. /7
Consulentia 3.0 The concept Kaya Tea - Beyond a simple soft drink Kaya Tea is a concept declined into a wide range of aspects: Online world: The community: Products: virtual experience the social context The taste of unexpected /8
D I G I TA L P L A T F O R M /9
Consulentia 3.0 Digital Community E-commerce The website represents the hub of WWW... the whole digital and CRM strategy. a customizable, scalable online platform It is also the virtual place where everybody will be able to discover Kaya Tea, the drinks and its story. Newsletter + CRM online marketing /10
Consulentia 3.0 Digital HOME CONTACT US SOCIAL ROOM KAYA TEA PRODUCTS VIRTUAL AHWA CONTACT Brand Icons World of Kaya Tea Store Locator Mission / Vision Mint Wellness & Harmony Become a retailer Cherry Lemon Peach Collections N.b. Labels are not fjnal. The exact defjnition of each section xxx will be defjned in light of the SEO optimization strategy. /11
Consulentia 3.0 Website concept W E B S I T E C O N C E P T /12
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Consulentia 3.0 Website concept /16
Consulentia 3.0 Website concept /17
Consulentia 3.0 Website concept /18
Consulentia 3.0 Website concept /19
Consulentia 3.0 Website concept /20
Consulentia 3.0 Website concept /21
D I G I TA L A C T I VA T I O N S T R A T E G Y /22
Consulentia 3.0 Awareness e Reputation A. Brand awareness & reputation The strategy will be focused on supporting the Brand and the Launch. SEO, content (storytelling), Social Media and Digital PR will be the enabling tools. We strongly suggest to integrate offmine initiatives into the web strategy and coordinate the retail activities to create a consistent approach. Focus on Brand, product and the Kaya Tea Moroccan Experience (storytelling) B. SEA + targeted social adv Trough a stepwise approach to digital Marketing, especially social ADV, (based on the analysis of the fjrst data coming both from sales as from online traffjc), we will start acquiring new leads and building the right customer journey. Focus on target analysis Focus on social ADV . Focus on fjrst Adwords tests C. Conversion, loyalty and brand advocates (CRM) Strenghten the conversion approach, aimed at supporting the opening of the online sales channel and the market penetration of Kaya Tea. Attention in building a strong relationship to customers based on service, storytelling and engagement Focus on AdWords and retargeting Focus on acquired customers Focus on online to offmine and offmine to online traffjc generation /23
Consulentia 3.0 Awareness e Reputation Phase 1 May to September Social Media (FB, Instagram) POS (in store visibility, to enhance Touch Points creation ) SEO Upper funnel awareness & reputation Storytelling Digital and offmine PR and buzz generation Phase 2 From September onwards Social Advertising - Facebook & Instagram ADV Middle funnel Google AdWords or remarketing (Search+Display) Engagement games and product co-creation acquisition Drive-to-store campaigns aimed at online sales Lower funnel conversion, Drive-to-store campaigns aimed at offmine sales loyaltay /24
Consulentia 3.0 Awareness e Reputation Phase 1 - Brand Awareness & Reputation Story telling creation Online platform setup Social Media April/May May/June May Tone of Voice Go Live Website Go Live Facebook Copy Go Live Instagram /25
Consulentia 3.0 Social Media Kaya Tea - Community Target Own Channels Consumers Potential Consumers Journalists/Infmuencers HoReCa Foodies Thé enthusiasts Issues Goals Concept Kaya Tea Product,Tastes and Flavours A. Inform actuall and potential consumers Cocktails B. Satisfy information needs of HoReCa and B2B clients C. Build the Kaya Tea online Community Events Carnet de voyage /26
C R M /27
Consulentia 3.0 CRM /28
Consulentia 3.0 Quotation 1. Content .Storytelling and Tone of Voice defjnition .Copy (EN master)* .Semantic SEO (EN master + FR) *Translation in to french tbd, not included. 12.000 € 2. Website .Non transactional website, wordpress based and custom designed. .Technical SEO 15.000 € 3. E-Commerce integration .WooCommerce based. If by time of implementation pontential size of e-commerce will be exceeding woocommerce capability we will redifjne quotation 8.000 € 4. Social media setup and management .Channels setup: facebook - Instagram - Linkedin .Channels management: monthly editorial plan, copy and graphic support, moderation. .Campaigns management (media budget non included) 1.000 €/monthly, setup fee non applicated. /29
Consulentia 3.0 Contacts Making Enterprises Digital info@consulentia.ch T. +41 (0)91 600 14 56 Corso San Gottardo 99 Chiasso, 6830 Palazzo Catenazzi www.consulentia.ch /30
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