2. Determine the target consumer groups.

3. Plan a complete product line.

4. Price positioning and consumer demand.

First, objectively understand the particularity of tea marketing.

Objectively speaking, compared with general fast-moving consumer goods, tea marketing does have some particularities, such as: large-scale production related to collective land ownership; Natural standardization of raw tea (even the basic commercialization problems have not been solved, such as variety and quality grade labeling); The problem of inconvenient consumption and storage of tea (relying on traditional channels to sell); The consumption habits and culture based on the origin and tea varieties formed for thousands of years and the economic problems of tea king formed from it; The long-term supply of tea market exceeds demand, and the domestic tea market demand is not stimulated enough; Green and pesticide residues; Similar to other agricultural products, it has a long industrial chain, strong periodicity, less industrial capital entry and generally smaller enterprise scale. In a sense, it is these objectively existing industry particularities that lead to the problems of small scale, low concentration, many varieties, few brands and lack of international competitiveness of China tea industry.

Lipton can achieve today's achievements, to a certain extent, by solving the above-mentioned problems in the tea industry.

The second is to correctly understand the brand.

Although the particularity of tea industry greatly restricts the efforts of China tea enterprises to build brands, we still think that the main obstacle to the further development of tea enterprises is that they are not clear about what brands are and how to build brands. Because only brands can surpass these objectively existing tea specialties to some extent. No matter what industry, the basic principles of brand building are the same.

The third is to build a famous historical tea brand with the help of "authenticity"

There are two basic ways to build a brand. The first way is to seize the first place in an existing category that occupies the national mental resources, not only in the market, but more importantly in the mind.

The existing categories that occupy the national intellectual resources in the tea industry naturally include West Lake Longjing, Dongting Biluochun, Huangshan Mao Feng, Xinyang Maojian, Junshan Yinzhen, Qimen Black Tea, Anxi Tieguanyin, Yunnan Pu 'er and other famous historical teas. To build a brand in these categories, the first step is to build a brand name different from the above category name, focus on this category, and use this brand to seize the first position of this category. The key here is that your brand background needs to have enough credibility when occupying "authentic" famous historical tea, and at the same time, you should take the lead in authoritative communication before other similar brands.

The fourth is to create new categories and create non-historical famous tea brands.

The second way to build a brand is to create a new category, spread the unique value of the new category different from the old category, attract more consumers to favor your new category, and let your brand represent the new category in the eyes of customers and become the first choice of the new category.