Kaya Tea - Moroccan Ice Tea C O N C E P T /2 Consulentia 3.0 - - PowerPoint PPT Presentation

Consulentia 3.0 Kaya Tea

Kaya Tea - Moroccan Ice Tea

C O N C E P T

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Position

Kaya tea a different experience missing

• n the market.

Value for money Low Medium High Story telling Healthy/Organic

Promise The Specialist The Healty Club The “Tea” setters Fast consuming Tea

Kayatea

Price

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Target

In order to connect with millennials, brands need to be authentic, transparent and engage them through a seamless experience.

Kayatea - target

Better informed More demanding Exploring the world Always on More conscious Connected to others

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Kaya 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. Kaya Tea - The unexpected taste of tea

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The concept

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The concept

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.

K AYA T E A

The unexpected side of tea

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The concept

Kaya Tea - Beyond a simple soft drink

Kaya Tea is a concept declined into a wide range of aspects:

Products: The taste of unexpected The community: the social context Online world: virtual experience

D I G I TA L P L A T F O R M

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Digital

The website represents the hub of the whole digital and CRM strategy. It is also the virtual place where everybody will be able to discover Kaya Tea, the drinks and its story.

WWW... a customizable, scalable

• nline platform

Community

• nline marketing

E-commerce Newsletter + CRM

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Digital

HOME KAYA TEA Brand World of Kaya Tea CONTACT US SOCIAL ROOM Store Locator Icons Collections Mission / Vision Wellness & Harmony Become a retailer Mint xxx Cherry Lemon Peach PRODUCTS VIRTUAL AHWA CONTACT

N.b. Labels are not fjnal. The exact defjnition of each section will be defjned in light of the SEO optimization strategy.

W E B S I T E C O N C E P T

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Website concept

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Website concept

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Website concept

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Website concept

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Website concept

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Website concept

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Website concept

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Website concept

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Website concept

D I G I TA L A C T I VA T I O N S T R A T E G Y

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Awareness e 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) 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 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

• A. Brand awareness & reputation
• B. SEA + targeted social adv
• C. Conversion, loyalty and brand advocates (CRM)

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awareness & reputation

Upper funnel Middle funnel

Phase 1 May to September Phase 2 From September onwards

Lower funnel Awareness e Reputation

Social Media (FB, Instagram) POS (in store visibility, to enhance Touch Points creation ) SEO Storytelling Digital and offmine PR and buzz generation Social Advertising - Facebook & Instagram ADV Google AdWords or remarketing (Search+Display) Engagement games and product co-creation Drive-to-store campaigns aimed at online sales Drive-to-store campaigns aimed at offmine sales

acquisition conversion, loyaltay

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Phase 1 - Brand Awareness & Reputation

Awareness e Reputation

Story telling creation April/May Online platform setup May/June Social Media May Tone of Voice Copy Go Live Website Go Live Facebook Go Live Instagram

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Social Media

Target Consumers Potential Consumers Journalists/Infmuencers HoReCa Foodies Thé enthusiasts Issues Concept Kaya Tea Product,Tastes and Flavours Cocktails Events Carnet de voyage Own Channels Goals

• A. Inform actuall and potential consumers
• B. Satisfy information needs of HoReCa and B2B clients
• C. Build the Kaya Tea online Community

Kaya Tea - Community

C R M

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CRM

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Quotation

• 1. Content
• 2. Website
• 3. E-Commerce integration
• 4. Social media setup and management

.Storytelling and Tone of Voice defjnition .Copy (EN master)* .Semantic SEO (EN master + FR)

*Translation in to french tbd, not included.

12.000 € .Non transactional website, wordpress based and custom designed. .Technical SEO 15.000 € .WooCommerce based. If by time of implementation pontential size of e-commerce will be exceeding woocommerce capability we will redifjne quotation 8.000 € .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.

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Contacts

Corso San Gottardo 99 Chiasso, 6830 Palazzo Catenazzi www.consulentia.ch

Making Enterprises Digital

info@consulentia.ch

• T. +41 (0)91 600 14 56