Tea marketing planning case 1
With the continuous improvement of people's living standards, drinking tea has increasingly become a symbol of fashion and healthy life. Especially for college students, a cup of tea can not only eliminate fatigue, relieve troubles, refresh the mind, but also chew slowly and enjoy the beauty, so drinking tea has become an indispensable part of students' daily life.
Judging from the current tea sales, the market of our school is huge. According to the results of the questionnaire survey, the demand for tea is also great, so the sales of tea will be more intense.
First, the theme of the event: passionate summer, healthy tea.
Second, the marketing objectives
First, let consumers know more about the traditional tea culture in China. Tea culture takes morality as the center, attaches importance to people's group value, advocates selfless dedication and opposes mercenary.
Advocating value over interests, paying attention to coordinating the relationship between people, advocating a kind of respect for people and paying attention to self-cultivation are conducive to the balance of people's mentality, solving modern people's mental confusion and improving people's cultural quality. Therefore, spreading and popularizing China tea culture can enhance people's understanding of tea culture and enhance consumers' spiritual realm.
Secondly, it also makes everyone feel relaxed and happy in this hot summer, and their life and work are extremely comfortable.
Third, the marketing environment analysis
1, from the cultural environment, drinking tea is still a traditional habit in our country, so in schools, whether it is students, teachers and other consumer groups, the market situation is considerable.
2. From the economic environment, in schools, ordinary tea is affordable for ordinary consumers (students).
From the natural environment, the weather in Zhuhai is still very hot, so we need refreshing drinks, such as tea.
Fourthly, SWOT analysis.
(A) Advantages
1, everyone has a general understanding of the role of tea, which can reduce publicity and save a lot of time.
2, immediately enter the peak season of beverage consumption, tea has the effect of cooling off summer heat.
3. At the same time, the products are diversified and the functions are diversified (weight loss, beauty, heatstroke prevention and cooling, etc.). As a healthy and natural beverage, the market of tea beverage is still relatively large.
4, convenient to eat, can be brewed with hot water.
(2) Disadvantages
1, we are not marketing majors, and we may not know much about marketing knowledge.
2. For more traditional objects, consumers' curiosity may still be difficult, so investment should be cautious.
3. Competitors (Commercial Street, lattice shop) are relatively strong, and their market share is relatively large, thus losing the opportunity to seize the market.
4. I don't know much about the tastes of big consumers, and there are many kinds of tea, so it is difficult to decide the varieties of tea.
(3) O/T- Opportunities and threats
Opportunity: With the coming of summer, tea is a better natural, healthy and refreshing green drink.
Threat: It is because there are too many drinks on the market, which have similar functions to tea and have a substitution effect on tea, which may affect its sales.
target market
Mainly aimed at students, teachers and people working in Guangke Institute, suitable for men, women and children, with wide market coverage.
Verb (abbreviation of verb) market strategy
(1) products
Tea has a wide range of business, so you can focus on it. Commercial stalls are not too high, but healthy and natural, emphasizing that men, women and children are suitable.
(2) Price
The price factor directly affects the competitiveness of the tea market, so we should follow the strategy and take the prices of other similar commodities in the market as a reference to avoid price wars.
(3) Promotion
According to the conclusion of market research, combined with the characteristics of products and the needs of market competition, the promotion plan is determined in a targeted manner, and the products are known to everyone through economical brand communication channels, such as cooperation with various classes and institutions for tasting drinks, tasting before buying, buying gifts, on-site lottery, samples attached, discounts and other business promotion, door-to-door sales, counter sales and so on.
(4) Budget
In order to let more people know about the products and realize better promotion, it will probably cost about 20 yuan to put in a large number of small packaged drinks for trial drinking. At the same time, it is estimated that activities such as buying gifts, attaching samples and offering discounts are also around 20 yuan.
At the same time, the investment in distributing leaflets is controlled around 5 yuan, and the above budget, together with the purchase cost, may be around 400.
Tea marketing planning case 2
I. Company Profile xx Tea Shop Co., Ltd. was formally established on 1998. The company has primary tea workshop, refined tea workshop, Pu 'er tea workshop, small packaging workshop and handmade tea workshop. The company has more than 20 managers and more than 200 employees, and has established a perfect management system of competitive incentive mechanism and strict reward and punishment mechanism. Always adhere to the business philosophy of "no one has me, no one has me".
The registered trademark of xx Tea Shop Co., Ltd. is "xx". "xx" tea absorbs the tea-making experience of traditional Pu 'er tea, and is made entirely of plump and stout bud leaves of ancient tea trees growing in the virgin forest of "Six Ancient Tea Mountains". "xx" has more than 50 varieties of Pu 'er tea and green tea series. At present, xx tea has been sold to Hongkong, Southeast Asia, South Korea and Japan, Taiwan Province Province, Shenzhen, Guangdong and other places.
Second, the planning purpose
The "xx" brand series tea of xx Co., Ltd. meets the needs of consumers with the business philosophy of "no one has me, no one has me". Under the guidance of the concept of market economy, xx Bank uses marketing mix and adopts various strategies and means to occupy the target market according to the positioning of Pu 'er tea and the situation of consumers, so that consumers can enjoy the elegance of Pu 'er tea as soon as possible, and strive to increase its popularity among the target consumers in the market to 65,438+000%, and its reputation and trust can reach the tea marketing plan, and its annual sales volume will double.
Third, the history of Pu 'er tea
Pu 'er tea is located in the ancient "six tea mountains" xx area. Tea trees were planted before the Three Kingdoms. After the Three Kingdoms, tea, as a commodity of foreign trade, gradually developed in the Jin Dynasty. Tea commodity base was formed in Tang and Song Dynasties, and was designated as a separate administrative region in Hongwu period of Ming Dynasty.
In the middle of Qing Dynasty, the ancient "six tea mountains" flourished, and their products were exported to Sichuan, Tibet and Nanyang. Since then, Pu 'er tea has become famous at home and abroad, and the export road of Pu 'er tea is the ancient tea-horse road.
The historical export routes of Pu 'er tea mainly include the following:
One is from Pu 'er to Kunming and Zhaotong, and then to Luzhou, Xufu, Chengdu and Chongqing in Sichuan to Beijing.
2. Pu 'er went to Lijiang and Xikang Tibet via Shimonoseki.
Three are from Menghai to the border port of Rhoda, and then divided into two ways: all the way to Myanmar and Thailand; The second route is through Myanmar to India and Tibet.
Article 4 Start from Yiwu Tea Mountain in Mengla, go to Fengshali in Laos, go to Hanoi, and then go to Nanyang.
There are seven roads in the six ancient tea mountains in Jiangbei: Yiwu to Jiangcheng Road, Yiwu to Ninger Road and Yiwu to Simao Road, all of which are main roads. Yiwu also takes this road to Yibang, Mangzhi and Gordon, from Yiwu to the car to Menghai Road, from Yiwu to Mo Ding Road in Laos, and from Yiwu to Mengxing Road in Laos. In the 25th year of Daoguang (A.D. 1845), from xx to Ibang via Simao, and then to Mansha and Yiwu, the ancient tea-horse road was inlaid with stone slabs, which was about 2 meters wide and hundreds of kilometers long.
There used to be many tea shops and teahouses in Chashan, specializing in the acquisition, processing and export of tea, showing a prosperous scene.
Fourth, there are problems in the market.
1) Low productivity of tea garden:
First, there are few asexual varieties; Second, there are few tea gardens in alpine high-quality tea producing areas; Third, due to the low level of fertilizer planting, the existing tea gardens are scattered, aging and abandoned seriously.
2) The productivity of tea factory is low;
Due to the small scale, poor equipment, low degree of automation and informatization, the competitiveness of tea factories is weak. Strangely, the size of the tea factory is still shrinking.
3) Insufficient market construction:
Because the products are not guided by market information, there are no smooth sales channels, blind planting, blind production and sales difficulties. Even if there is, there is a moment, no moment; Short-term yes, long-term no, export, domestic auction market, production can not be in line with international standards.
4) Weak product competitiveness:
There are many brands, but few. There is no brand like Lipton. Poor product quality, poor raw materials and poor sensory quality; Shoddy, fake, substandard health indicators, pesticide residues exceeded the standard.
5) The management level is not high;
Due to various reasons such as system, the whole industry has not paid enough attention to management science, and managers have basically not received professional training in management, so the potential of existing enterprises cannot be brought into play.
6) industry management confusion:
At present, the tea industry is like a pure free market economy, letting itself drift.
7) Serious shortage of talents:
Due to the loss of the whole tea industry, professionals have been laid off. On-the-job or in government agencies, or in large enterprises with good benefits, or starting their own businesses to sell tea, but there is a serious shortage of front-line talents in planting and enterprise markets.
8) Poor market development:
Orientals regard tea as an art, while westerners only regard tea as a commodity. China is rich in tea culture, but it lacks tea marketing.
9) Insufficient investment in science and technology:
Why can't tea beat coffee? Look at the increase of research on peripheral equipment of coffee, and tea is always a pot and a cup. The research topic of tea machinery and tea processing in the "Seven Questions Five" and "Eighth Five-Year Plan" National Natural Science Foundation is zero. Xx Tea Research Institute has a history of more than 70 years, with more than 70 scientific and technical personnel, and the minimum research funding is only tens of thousands of yuan a year.
V. Product market opportunities
With the continuous progress of society and the continuous improvement of people's living standards, people's consumption concepts are constantly changing. The high-quality Pu 'er tea series launched by Xishuangbanna Changtai Tea Company is mainly aimed at tea lovers, personnel of institutions and intellectuals with certain consumption levels.
As far as the consumption level of "Pu 'er tea" is concerned, its consumption places are mainly high-end tea houses, tea shops, major shopping malls, specialty stores, hotels, medium and high-end entertainment places, and group consumption dominated by personnel of government agencies, large and medium-sized enterprises and institutions and conferences.
Sales target of intransitive verbs
Distribution points have been set up in large and medium-sized cities across the country, and some products will be sold abroad, forming a wide sales network throughout the country. The estimated sales amount is:100000 RMB.
Seven, sales plan
1, marketing ideas:
First of all, the salesman is trained in tea and marketing knowledge. In the marketing plan, the marketing concept is divided into two parts. On the one hand, focus on high-end products, strengthen the brand awareness of "Pu 'er tea" and attract consumers through brand strategy. On the other hand, it faces ordinary consumers with non-brand strategy (mainly low-grade tea), and enters low-grade tea shops and teahouses through some wholesale channels or directly.
2. Means of implementation
According to the product positioning and consumer groups (places) of Pu 'er tea, the salesmen are divided into several business groups to explore the market from various fields.
Set the following business groups according to the classification of consumer industries and regions or by regions:
1, middle and high-grade teahouse business group
2, large and medium-sized shopping malls and supermarkets business group
3. Enterprises, institutions and conference (group consumption) enterprise groups
4. Hotels, guesthouses and high-end entertainment enterprise groups
5. Powerful grocery store, wholesale and retail business groups
6, provincial and municipal tea companies and wholesalers, public tea shop group
The above six enterprises strive to expand their business in an all-round way within three months, occupy the market quickly, and cooperate with various promotional means and advertisements.
Eight, promote the planning scheme
1) Promote Pu 'er tea culture:
Pu 'er tea has evolved from the oldest traditional handmade technology to modern advanced scientific tea-making technology. It has gone through a long historical period from eight-color tribute tea, golden melon tea and golden melon tribute tea in ancient times to Nannuo Bai Hao and Daughter tea now. It is an outstanding representative of ancient and modern Pu 'er tea.
2) Pay attention to brand packaging:
Text advertisements and picture advertisements on tea packaging should be concise and focused, and there should not be too many words and pictures. The number of words and the arrangement of pictures should be determined according to the area and shape characteristics of the outer surface of the package, and great attention should be paid to the coordination of words and pictures. Generally speaking, the contents of text advertisements on tea commodity packaging mainly include the following aspects:
(1) tea trademark and name;
(2) Tea origin:
(3) Briefly introduce the quality characteristics of this tea:
(4) Net weight of tea. Some packages are accompanied by a concise description of the health care function of tea.
3) Strengthen brand promotion: In the specific implementation process of tea promotion, we should pay attention to actual results.
Nine. Marketing activities
1) held a large conference.
First, the invitation object:
Tea expert
Product distributor
news media
B. Activity form: Publicly introduce the brand image of Pu 'er tea to the public at the press conference.
C Estimated activity time: 20xx mid-April.
D. estimated cost: 50,000 yuan.
2) Hold a promotion meeting of Pu 'er tea products.
First, the invitation object:
Tea expert
Product distributor
Person in charge of large and medium-sized shopping malls
B. Activity form: tea tasting, introducing the main characteristics of Pu 'er tea compared with the top ten famous teas in China.
C. Estimated activity time: 20xx mid-May
D. estimated cost: 50,000 yuan.
Advertising is a high-cost promotion method. Whether the promotion results can increase the sales of tea depends on the advertising effect. Advertising effects include economic effects (the impact of advertising on tea sales and corporate profits), social effects (the public's understanding of tea enterprises and tea, and the impact of advertising on people's lifestyles and consumption habits) and psychological effects (the psychological effects of customers on advertising), which are finally manifested by economic effects and can be measured by the following formula:
Advertising benefit: sales increase/advertising expense increase * 100% or advertising benefit: (current sales-basic sales)/current advertising expense.
Of course, the promotion effect is also affected by the comprehensive factors of its promotion combination, and other factors should also be considered when drawing the measurement results. Through comprehensive analysis, it can provide a basis for enterprises to scientifically formulate advertising strategies and adjust advertising ideas.
When advertising tea, tea enterprises should also strengthen communication and contact with industry and commerce, technical supervision, quality inspection, news and other units to prevent counterfeiting, deal with unexpected problems in time, prevent negative effects, strengthen horizontal contact, take the road of strong alliance and complementary advantages, avoid infighting and vicious competition, and create a good competitive atmosphere in the tea market.