2012

The Winnipeg Tea Company

PR Plan for 'The Winnipeg Tea Company' submitted by: Amit Khedekar 10/04/2012

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Executive Summary 'The Winnipeg Tea Company' is a Winnipeg based tea company which has two tea stores; one at Polo Park and other one at Portage Avenue where they are selling and serving the customers. They also runs mobile service vans which are distributing their tea products with maintaining the quality and reliability by providing the best, organic, natural, healthy teas to all the customers of Winnipeg, and Manitoba. 'The Winnipeg Tea Company' is providing tea recipes and better-tasting, healthier tea the way nature intended them to be. 'The Winnipeg Tea Company' also provides their tea brands at all the shopping malls, grocery stores, utility stores, pharmacies, superstores, wall-marts, restaurants and selected cafes in Winnipeg. This Company is going to make awareness about hot and cold beverages and their effects on human body. They are using online social network, newspapers, magazines, radio, TV for reaching the customers. They are educating young students by running educational programmes, and seminars, events, competitions at Universities, Colleges, Schools and community centres. They are training students through their volunteer based programmes. Also, they have experts teams who are giving online support and onsite support to all the customers for their health related queries. 'The Winnipeg Tea Company' is supporting the community by providing free health consultancy to the old aged people and distributing herbal and medicinal tea to them. They are serving and healing the citizens with more and more beverages that has brought people together for hundreds of generations and throughout dozens of civilizations. They are way ahead compared to their competitor's services and support system. They are here to rule and build healthy and happy Winnipeg. There has never been a time in Winnipegs history that the consumers have been so snowed under with choices of Tea Beverage. They want to excel in their services and keep their promise to deliver their best for Winnipeg's customers. According to the Canadian Food Trends to 2020, a report commissioned by Agriculture and Agro-Food Canada, tea consumption is expected to jump 40% by 2020, as growing consumer interest in health and wellness has lead to increasing awareness of teas functional benefits. 'The Winnipeg Tea Company' will help maximise this percentage in Winnipeg and in Manitoba.

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PR Plan Summary The Business Business name: 'The Winnipeg Tea Company' Business structure: Winnipeg based company Member of (TAC) Tea Association of Canada Business location: Portage Place and Polo Park at Winnipeg, Canada Date established: February 15, 2012 Business owner : Amit Khedekar Relevant owner experience: Tea is a business idea that sprung from my passion for tea and the benefits I have experienced in my Life. I have seen many close friends reduced weight and living healthy lifestyle. Products/services: We are selling three main varieties of tea -- green, black, oolong and Chai (Indian Tea) Also, we are giving free recipes and support with health benefit guidelines from our experts. We provide our customers with blends carefully selected from various countries as well as the ability to create customised blends on premise. The Future: Vision : By continuously improving in every aspect of our performance, " The Winnipeg Tea Company" empowers students in Manitoba about tea education to command their future. Core Value Statements: 1. Promote and model ethical values and good character as the foundation of performance 2. Build a safe and caring community in Winnipeg 3. Engage all stakeholders in shared responsibility for learning, character and climate. Purpose of Communication Plan: The purpose of the Communication Plan is to reach the target audience which will highlight the value and motto of 'Winnipeg Tea Company', and its intention behind raising awareness and importance of Tea. To create researchers in universities who will study medicinal, herbal Tea who will educate the community in Winnipeg at many locations across Manitoba.

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Challenge :

'Winnipeg Tea Company's challenge is to develop a clear and consistent communications model that utilizes creative, engaging, and interactive outreach efforts. To promote the leadership and partner organizations; TAC in order to communicate the true successes of 'Winnipeg Tea Company'. Goals/objectives: To create the resource of healthy and popular natural teas in tea bags, loose tea to serve Winnipeg's middle class and upper middle class population by 2013

Integrate social media and online media to educate university students of Manitoba about Tea education at all levels through collaboration among federal, Provencal and local education officials. Develop and enhance quality educational/instructional programmes to improve performance and enable students to meet their personal, academic and career goals in Tea education by 2014. To capture10% of coffee drinkers towards tea by 2014 Promote, facilitate and enhance parent, student and community involvement in Tea education programmes through school and universities. Establish a clear brand identity for the district and build on that image and reputation. Maintain a proactive media relations program to enhance the districts image on local, state and national levels.
To spread the awareness of health benefits of tea through newspaper, radio, TV, Social media channels. We will achieve this goal with the help of Tea Association of Canada. As Tea is the fifth most popular beverage in Canada with 10 billion cups of tea are consumed by Canadians each year, which is equivalent to approximately 300 cups per person.

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SWOT ANALYSIS: Strengths: Market leader and support society Supports community in education Health benefits are outstanding Strong PR

Weaknesses: New Company -needs to establish its position Health related awareness is little known about the Tea products. Cost control for the long run is difficult Uses TAC's support

Opportunities: Increasing number of working youth who prefer tea Educate benefits of Tea education to Winnipeggers Export to other province and within Manitoba Develop research labs in Manitoba Create educational programmes about Tea Start commercial TV shows, Radio shows and Blogs and earn popularity and revenues Modern technology in the tea industry will be able to increase productivity

Threats: Unstable tea supply of high quality tea Strong presence of local competitors : tea and coffee Sustain market share, market is relatively elastic Health regulation issues

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Popularity of Coffee and soft drinks in Winnipeg

TARGET AUDIENCE Allies Tea Association of Canada (TAC) Provincial Government, Federal Government Schools, Universities NGO's, The local community, politicians, Parents, Students Tea lovers Manitoba Health care department

Adversary Coffee companies Tim Horton's, Starbucks Coffee All rival Tea Companies Cold Beverage companies

Neutral -People who will not have impact by the Tea Education -Middle aged parents whose kids finished education
Tea Association of Canada is a not-for-profit association representing the entire tea industry in Canada from the bush to the cup. They act on behalf of our members which consists of Producing Countries, Importers, Packers, Allied Trade, Retailers and Tea Sommeliers to promote the benefits of tea. Tea Association Objectives:

Tea Association of Canada strives in every endeavour to meet the following objectives: Advocacy: Ensure industry stability by positively influencing the Federal Legislative Agenda to support the Canadian tea industrys growth Promotion: Deliver the Tea is a Healthy Beverage Choice message to consumers & promote the benefits of drinking tea Education/Information: Serve as the number one source for current and new information of interest to the Canadian tea industry and abroad High-performance Association: Provide members with needed services as defined in the Strategic Plan and have an effective industry spokesperson as President
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Online educational programmes on Tea benefits for your health and promote it at multiple locations TACTICS: Canadians spend more time online than any others in the world, target the Internet and social media for updating the activities of 'Winnipeg Tea Company". Keep posting events, seminars, research in schools and universities. Press release about the event and seminars. Social media tie up with School/Universities campus restaurant for free information about tea recipe. Free advertising on Google plus through blogs and combined networks. Post videos of Instructors / researchers on You Tube, Facebook, and other sites. Free advertising on Blogger.com ranked 19th in traffic of all websites Worldwide Free advertising on MySpace.com ranked 4th in traffic of all websites Worldwide DMOZ.org ranked 168th in traffic of all websites Worldwide This is the mother of all truly 100% free submission based search engines. Yahoo Answers & FAQ Farm Questions and Answer sites The potential is unbelievable. It is similar to blogging but instead of your daily blog competing with millions of them, your answer and suggestions directly appeal to the person asking the questions, and the dozens more who want to know the answer. Event publicity on Kijiji for Winnipeg coverage. Tie up with CTV, CBC, University radio channels. Reference.com ranked 129th in traffic of all websites WORLDWIDE A highly trafficked free listing website. If you categorize your listings correctly then you are very much assured to be found. This Summer 2012, video shoot seminars and students presentations on health benefits and new findings, and record their feedback. prepare a B Roll and edit the best footage and create 10 minute Documentary. Send one copy to press and also send to TAC and participants company / organization / research institutes.

Communication Vehicles: Electronic Web page University E-News School Web pages School E-Newsletters Legislator Network Community Connection PR for Principals Targeted E-mail lists Alert Now system Infinite Campus Video Media Social Media: Facebook & Twitter Communication Vehicles: Print Local News
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Suburban Journal ads Newsmagazine ads Brochures Targeted mailing lists Communication Vehicles: Media Print newspapers Broadcast stations Communication Vehicles: Interpersonal Key Communicator Network Town Hall meetings Key Opinion Leader luncheons Administrative Council meetings Instructors, students council meetings

STRATEGY:
1. Evaluate and improve the effectiveness of existing communication deliverables : Review and prioritize target audiences Request input from target audiences regarding improvements message platforms (focus on integrating interactive exchanges into existing formats) Revise existing communication technique to meet the needs of these priority users Increase frequency and consistency of stakeholder updates and notifications across all program areas Conduct periodic surveys to determine potential changes and updates to communications methods

2. Identify all platforms that can carry our message forward : Integrate messaging through all available public platforms including the Web site, publications, general email from staff, social networking and new media resources, as well as existing newsletters, program presentations, and general media relations activities Cleary communicate the roles and responsibilities of the marketing professionals, educators, staff in the successful communication of all messaging and promoting. Develop supporting content (videos, audio, print) for spreading and discussion via communication methods
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3. EVENT: Promotional event for The Winnipeg Tea Company's launch: We will be conducting a event sponsored for Winnipeg Jets Team as our Brand ambassador. we will be organising a friendly match at MTS Centre. You can buy the tickets at very low prices compared to regular one and every ticket buyer will get a tea bag, coupon, gift from our company. Before the match, we will be inaugurating the company's logo and products through the players and in the middle of the game, they will distribute the tea products to random audience. Kids wearing clothes of The Winnipeg Tea Company will distribute the prizes to the best players of the day. This event will be covered by Print, Radio, TV, All News sources and broadcast live on channels. Advertisement In the beginning, the strategy is to focus on the Internet, the radio and on daily newspaper(Winnipeg Free Press, Sun, Metro) to reach a lot of customers. These media are noticed by a large target group which will help the firm to be known. After few months , we will begin a campaign on television, in magazines and on airports. 4. Database and Network Create a database through our website, radio, sms for; natural, organic, herbal, medicinal, decaf tea, green tea, black tea lovers. The producers and retailers in Winnipeg and surrounding areas would also benefit from our database. This database will be a user friendly interface where people can search Tea and get diverted to our site and services options such as where the product can be purchased will come up. This database will also come up in Google searches and Facebook for any of these products increasing the customer awareness of our services. We will have this up as a service within the first year and continue to add and maintain it as the market changes and grows and new trends emerge. 5. Workshops Host and facilitate workshops for group of customers, students, housewives interested in learning more. Companies that want to have a team building activity for their staff, birthday parties for students or something interesting for adults. After 6 months in business we will implement this service. 6. Educational Workshops Build up a working relationship with the university divisions in the surrounding areas, and eventually citywide having educational workshops and field trips to our facilities where we will teach the importance and how to improve your lifestyle with tea. Within

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the first year, our goal is to have Universities and Colleges lined up for five times a year workshops.

Tea Education :TAC is a platform for tea lovers in Canada and offers tea education programmes. Tea Association of Canada currently offers the TEA SOMMELIER course at various colleges and institutions, however they are in the process of expanding the reach to all regions of Canada. The course is approximately 150 hours. Each student will be required to complete each course before they are eligible to participate in the final examination. Tea Association of Canada is the only certificating body to allocate this designation. These experts will help us promote and educate the tea lovers all over Winnipeg. 7. Co-op Work Experience/Internships By networking with continuing education institutions around Winnipeg and surrounding areas we could make WTC an option for internship. We could also work with high schools to make WTC an option for Co-op work experience. After 6 months of business we will implement this and by the end of the year our goal is to have 15 students registered for our internship/work experience and 10 students each year thereafter. 8. Sustainability Our goal is to cover our costs while continuing to grow and maintain a liveable income for all employees including a benefits package for all staff. Our goal is to have 10,000 customers within the first year and to have 7,000 new customers every year.

Measurable: 'The Winnipeg Tea Company' will be following the different targets in the reaching out
publics. To measure the impact of liking, we will measure the footfall on our store, website, Facebook, Twitter.

The number of students participated in our volunteer program, internship program. Online poll feedback about the products. Free recipe brochures enquiry on our stores, and online. Liking and follow-up on Facebook and twitter. Footfall for the event at MTS Centre. Enquiry about the event at our stores. Footfall for the free educational seminar at schools and university. Subsidy for small scale tea farmers enquiry.

Conclusion: 'The Winnipeg Tea Company' stands balanced with maintaining the quality and reliability by providing the best, organic, natural, healthy teas to all the customers of
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Winnipeg, and Manitoba. It will keep on serving and healing the citizens with more and more beverages that has brought people together for hundreds of generations and throughout dozens of civilizations. There has never been a time in Winnipeg's history that the consumers have been so snowed under with choices of Tea Beverage. We will excel in our services and promise to deliver our best in near future. According to the Canadian Food Trends to 2020, a report commissioned by Agriculture and Agro-Food Canada, tea consumption is expected to jump 40% by 2020, as growing consumer interest in health and wellness has lead to increasing awareness of teas functional benefits. 'The Winnipeg Tea Company' will help maximise this percentage in Winnipeg and in Manitoba. References: 1. http://www.ats-sea.agr.gc.ca/eve/6060-eng.htm 2. http://www.tea.ca/Page.asp?PageID=122&ContentID=743&SiteNodeID=132&BL_ ExpandID=57 3. http://www.statcan.gc.ca/stcsr/query.html?style=eclf&qt=Tea+Consumption+in+ Winnipeg&charset=iso-8859-1&qm=1&oq=Share+of+NonAlcoholic+Beverage+Market+by+Volume%2C+2008&rq=1 4. http://www.winnipegfreepress.com/search/?keywords=tea+consumption&keyword s=tea%2Bconsumption&sortBy=-startDate&sortBy=startDate&search_submit=Go&search_submit=Go&searchSubmitted=y&searchSub mitted=y 5. http://www.liptonteas.ca/health.php 6. http://www.celestialseasonings.com/ 7. http://www.twinings.com/home.php 8. http://winnipeg.ctv.ca/servlet/an/local/CTVNews/20111121/wpg_cw_coffees_111 121/20111121/?hub=WinnipegHome 9. http://www.greenteainformation.org/ 10.http://www.umm.edu/altmed/articles/green-tea-000255.htm 11. http://www.top10links.com/cat.php/Recreation:Food:Drink:Tea 12. http://www.uptownmag.com/best-of-winnipeg/The-Best-of-Winnipeg-2011122191809.html 13.http://www.searo.who.int/linkfiles/traditional_medicines_b4260.pdf

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