Social Media Strategy - Kusmi Tea Company

This article discusses the social media strategies used by Kusmi Tea Company to gain consumer satisfaction in new market segments. The company uses content distribution, discussion engagement, and influencer marketing to achieve its goals. The article also highlights the importance of strategic planning and effective communication in social media marketing.

Running head: SOCIAL MEDIA STRATEGY 1
Social Media Strategy - Kusmi Tea Company
Course Project and Final Paper Alt #2
Student’s Name
Institution Affiliation
December 9, 2018

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Phase 2
Summations of Company’s Progress
As indicated in the appendix 1 (Company’s Positioning Kapferer Model), the Kusmi
Company has positioned itself a premium tea-brand currently. To the company, this positive
progress is defined through its artisanal and secret tea ingredients. The current ambience that
surrounds the company is a subtle and successful association of secret, privileged and ancient
French Empire and Russian Tsars. Moreover, the company has a trendy, modern and strategized
positioning strategy that led to the company’s overall success in the tea sector. The company
highlights is first-degree produce that has artisanal fabric characteristics, which is attractive to
the company and the clients. This is the most fundamental asset of the company, which it had
maintained over the centuries from its launch. This progress makes potential clients to have an
‘executive’ feeling during purchase. Moreover, consumers are also aware on how important they
are when it comes to contributing to the overall economic growth.
The major objective of the Kusmi Tea Company's social media strategy is to focus on
another market portion and statistic gathering. Internet-based social advertising, the board,
arranging, examination, control, and usage are basic while distinguishing the executive's issues,
setting up the market blend and understanding answers to concerning consumer satisfaction. For
the organization to achieve this justification, it needs to examine the current key issues by
assessing the present performance and revenue status. The organization has a huge notoriety on
their production streams, which mirrors their mostly more prominent commercial center brand.

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Achieving the ideal market section additionally requires critical planning, independent of their
constrained spending plan. Vital arranging is essential particularly when the organization needs
to change their situating and targets (Ang, 2011). The Kusmi Company has utilized applicable
internet-based social media methodologies to apply the essentials of the market blend to
accomplish revamping. Concentrating on the production of positive client commitment and
relationship, the organization is persistently going for participating in internet-based social media
crusades to upgrade cost productivity and viability.
Assessing vital promoting and advertising procedures is key to Kusmi's redesign.
According to Aronson, Spetner, and Amos (2007), the familiarity with internet-based social
media methodology is basic and ought to intensely be taken into greatest thought by
organizations. At the point when the correct key measures are not consolidated, the organization
will understand some potential dangers that are brought by the use of incapable web-based social
media techniques and strategies. Hence, the organization focuses on beneficial methodologies
and errands for the general enthusiasm of the organization. Essential systems are likewise
pertinent when admonishing of issues, which may significantly affect the creation of the
organization (Atwong, 2015). Negative outcomes because of insufficient utilization of internet-
based social media displaying techniques may cause numerous methodologies issues e.g. loss of
generation and over the top utilization of budgetary assets without a gainful rate of profitability.
In such manner, it is major to look into and apply valuable internet-based social media
advertising techniques that are all around customized to the association's objectives and targets
(Aula, 2010). For example, the organization needs to settle the best web-based social networking
organizations to buy in to, including membership recurrence and assessing which substance

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should be posted in the pertinent stages. The Kusmi Tea Company has aced the pertinence of
online social media highlighting procedures in revamping and boosting its generation. Powerful
utilization of these techniques is delineated with the incorporation of crucial achievement factors
and important methodologies: content re-conveyance, exchange commitment, and influencer
showcasing. Organizations have additionally strategized on assessing what works best for them,
which probably won't work a similar path for different organizations.
In the company, the strategies’ application is a collective responsibility of the entire
workforce and not a mandate of a one individual. Thus, strategic procedures and policies have to
be formulated and implemented to regulated the workers and avoid any forms of delays while
executing the plans. The strategic plans illustrate the relevance of conversation/communication,
the significance of transparency during communication, message frequency, customer
relationship and trust building. The strategies and tactics used by the company illustrate the
potential outcomes, measurement techniques and overall expenditure of the resources in
executing the strategies. To enhance the success of the strategies, the company integrated a mode
of communication that is twofold: valuing customers’ opinions and collaborating with workers.
Moreover, the company considers it pivotal to assimilate marketing techniques with online social
media strategies and content sharing with potential clients in a friendly manner. According to
Chandy (2014), effective provision of customers’ value and collaboration with workers plays a
fundamental role in determining the success of relevant strategies and improving public relations
(PR).
PR is incorporates fundamental initiatives formulated to enhance and maintain the brand
image of the company and products/services offered. Efficacious implementation of PR

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strategies is useful when launching a market plan (Stefanone, Yue & Toh, 2018). Social media
and PR strategies are critical when evaluating the company’s promotional tactics, which are
premeditated approaches to leveraging opportunities, sales promotions and advertising tactics.
These strategic measures are fundamental techniques to related and communicate to new market
segments. The fulfillment of social media strategies and PR plans is evident through the
company since this has executed the strategies as a pivotal focus for promotional techniques.
Strategy #1: Content Re-distribution – The main objective of this strategy is to make all
the recent posts to be available to all the potential users in new market segments. Moreover, this
strategy is aimed at exploiting the relevance of recent posts. This strategy has led to attainment
of more new market segments by keeping a running list of the posts and content pages, which are
re-posted occasionally. This strategy and tactic has enables the company to maintain its social
media profiles to facilitate effective and regular updates that will enhance the long-lasting value
of the tea production posts. According to Kalsnes (2016), this methodology focusses on the post
frames and time to enable the followers to read newer posts and avoid seeing the same posts
always.
Strategy #2: Consumer Discussion Engagement – This strategy is relevant to attract
potential consumers to the brand for long-term cooperation. The company used this strategy to
introduce newsfeeds that are purposed to give the new market segment (unfamiliar consumers) to
participate and feel that they are part of the company’s community. Resultantly, this strategy led
to generation of more conversions and traffic to the business. The fulfillment of the strategic goal
of achieving a new market segment varied according to the company-related discussions and
opinions posted concerning the market mix.

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Strategy #3: Influencer Marketing – The main objective of this strategic measure is to
evaluate consumer satisfaction in a particular market segment. Moreover, influencer marketing
functions in a manner that engages to the consumers in many different forms, tapping their level
of product visibility and improves consumer satisfaction (Clampitt, 2018). The company has
incorporated this technique by involving celebrity followers from different media associations.
Resultantly, the company aims at achieving more than one hundred thousand followers to the
brand, which can potentially influence new market segments. To target more potential clients,
the company focusses on sharing and replying to relevant questions concerning the company and
enhancing brand visibility.
The company’s social media plans are executed and promoted by a small team of
marketing experts. The team obtained a significant level of consumer engagement through the
application of effective social media strategies. The plan it built by the company as part of its
market mix, a critical aspect of promotion and advertising. Likewise, the management of the
company has created a center of consumer attention, which attracts a significant amount of
website traffic to the relevant fan pages through heave promotional and advertising tactics. In
reference to Wiiniewski (2017), companies need to take advantage of the great amount of natural
touchlines in the physical world. In that case, the company’s goal of reaching a new market
segment is stressed in the company’s vision on social media marketing. In other words, the
company focusses on maintaining consumer relationship to achieve a competitive advantage.
The pricing plan also includes special discounts, offers, sapling and coupons, which are
displayed in various social media platforms e.g. Facebook and website. These are the main
platforms that the company use to target a wider segment Various promotional campaigns and

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events conducted by the company allow Facebook users to access and print their own versions of
coupon codes as a complementary item with a drink order (Heller & Parasnis, 2011).. Apart from
getting more fans in a short time, the social media team also focusses on the ‘taste challenge’,
which is more inclined on determining the general opinions of the users. This activity is
accomplished by offering free tea products to voluntary participants to collect their views and
use them to improve the product’s quality.
The product option of the company involves the ‘push’ of relevant information using
different marketing frameworks to target the new market segments (Thomas & Barlow, 2013).
The rationale behind the push technique and social media marketing theory is twofold: push
advertising initiative with multiple versions of discounts and coupons on the purchase of
products and the ‘flow’ technique by push social media marketing on various platforms to enable
the transmission of relevant messages to the targeted audience. According to Rishi &
Bandyopadhyay (2018), the fundamental aim of product promotion is to achieve immediate sales
and actual time promotion of the fan pages as a social media strategy.
The company successfully created a significant level of consumer attention throughout
the promotion of the products on Facebook. Ramsay (2010) argues that promotion through
Facebook, including direct marketing strategies like promotion and discount offering is
fundaments when establishing a long-lasting consumer relationship with the brand. The company
has the obligation to manage and charge it store, which includes the running a consistent
marketing campaign on social media.

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Phase 3
Analysis of Social Media Marketing Strategies and Tactics
The distribution of relevant content, that a company creates, helps to reach potential
clients and can be used as an integral fragment of content marketing (Ems & Gonzales, 2016).
The company has implemented an effective content distribution strategy to strengthen and build
relations with targeted audience. This eventually leads the company to undertake relevant
strategic actions like introducing sign up forms or downloading a useful eBook. First, the
company created the distribution strategy by acknowledging and understanding the initial goal of
the content distribution strategy. The strategy enables the company to evaluate the new
segment’s insight since it knows the relevant content channels preferred and the most contents
most searched.
The second strategy of discussion engagement with the consumers and workers stresses
on content listing. The inclusion of more listings and mediums in engagement will aid the clients
to view and interact with the content more easily since it attracts a broad dimension of viewers.
The company utilizes both written posts and videos, whereby most potential clients prefer video
content to written texts. Moreover, the organization cycles different forms of content using the
social media strategies and offering different pieces of various mediums included. With this
strategy, it is relevant if the company considers a rewarding system to engage the users
(Headworth, 2016). Thus, relevant feedback and allowing full user engagement is fundamental
to determine consumer satisfaction reaching new market segments. With active participation in

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the discussion threads, the company is able to determine the level of consumer participation in
social media usage.
Considering the third strategy on influencer marketing, it is evident that users do not trust
the adverts, but consider the actual people behind the adverts (Holloman, 2013). Thus, the
company applies this strategy by using an authentic voice, which is mostly regarded by users.
The tea firm collaborates with public organizations, journalists, personalities, brand fans and
celebrities to transform them to potential company advocates. The partnership of a particular
brand with an individual greatly influences the business to connect to new customers organically
and directly to an extensive scale (Pujawan & Er, 2014). Practically, the company embraces this
strategy by choosing the best representatives that will reach the best clients for the brand.
Resultantly, both the brand and the new market segment are bonded into a strategic relationship
that is strategically for brand reorganization and expansion.
The tea brand also develops its influencer market plan by focusing of the best influencers.
This strategic implementation is significant since it develops the progressive relationship to
ensure that the company reaches the targeted audience through a fruitful influencers’
participation. According to Heller & Parasnis (2011), the company might assure maximum return
on its investment through the provision of detailed reports of how the influencers affect the
performance of brand. Moreover, the social media strategies are useful when determining the
sales, conversion and click-through rates.

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Conclusion
In conclusion, considering the social media strategies used by the Kusmi Tea Company,
including how the tea giant fully applies the changes that the social media platforms give,
gaining consumer satisfaction in new market segments in possible. Potential consumers interact
and engage with the brand the like through social media platforms and webpages. Therefore, the
company needs to apply relevant social media strategies that will assure the success and
reorganization of the company. The main challenge identified in the management of the
company is how the company will effectively assure an on-going and long-lasting relationship
with all its users. However, the company has formulated a strategic plan that will focus on brand-
user engagement to illustrate the fundamentals of different management levels of different social
media customers. The company invests its effort in post their products in various social media
sites and webpages to interact with its new market segments and achieve a competitive
advantage. Other companies like Coca-Cola and Starbucks apply social media marketing plans to
enhance sustainability despite the current global recession on the economy, which has
significantly shaken the end users. Thus, the companies are able to stay relevant in the market
and enhance their sustainability for the future. For instance, the Starbucks continues to focus,
innovate and improve its positions and production, which strengthens their relations with
potential clients.
Thus, the lessons learned concerning effective use of social media strategies are
- The application of social media marketing techniques is fundamental for the
reorganization of any company, as long as the strategies are well managed and

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applied. Moreover, there strategies can potential lead to long-term production
sustainability and limit any challenge brought by recession.
- Social media strategies are fundamental to enhancing the return on investment and
reducing the potential risks associated with supply and management of production.
Thus, companies are encourages to formulated a comprehensive strategy that covers a
wide range of business factors and needs.
- The use of social media campaigns also correlates with the evaluation of financial
performance, which also determines the reward systems that a company uses to reap
of its gains.

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Appendices
Appendix 1: Kusmi’s Positioning Kapferer Model

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Appendix 2: Kusmi Cross-Media Campaign