#Planning# Introduction As people pay more attention to physical health, drinking tea has become a part of our lives. The following is a compiled tea marketing plan, welcome to read!
Tea Marketing Planning Case 1
Foreword:
With the continuous improvement of people’s living standards, drinking tea has become more and more a fashion and a A symbol of healthy life, especially for college students, a cup of tea can not only eliminate fatigue, clear away worries, improve thinking, and invigorate the spirit, but can also be chewed and drank slowly to achieve beautiful enjoyment. Therefore, drinking tea has become indispensable in students' daily life. part of.
As far as the current tea sales situation is concerned, the market in our school is huge. According to the results of the questionnaire survey, the demand for tea is also very large, so the sales of tea will be more intense.
1. The theme of the event: Passionate Summer, Healthy Drinking Tea
2. Marketing Objectives
First, let the majority of consumers know about China’s Learn more about traditional tea culture. Tea culture is centered on morality, attaches great importance to people's collective value, advocates selfless dedication, and opposes selfishness and profit-seeking.
It advocates putting more emphasis on profit, focusing on coordinating the relationship between people, advocating a kind of respect for people, attaching importance to cultivating one's morality, which is conducive to the balance of people's mentality, solves the spiritual confusion of modern people, and improves the quality of life. People’s cultural quality, so disseminating and promoting the tea culture of the Chinese nation can enhance the understanding of tea culture among the broad masses of people, and can also enhance the spiritual realm of consumers
Secondly, at the same time, it also allows everyone to In the hot summer, I feel relaxed and happy, and my life and work are extremely comfortable.
3. Marketing environment analysis
1. From the perspective of cultural environment, drinking tea is still a traditional habit in my country, so in schools, whether it is students, teachers or other consumer groups Said that the market situation is quite impressive
2. From the economic environment, in schools, ordinary tea is affordable for the general consumers (students)
3. From the perspective of natural environment, the weather in Zhuhai is still very hot, so we need refreshing drinks, such as tea.
IV. SWOT Analysis
(1) S Advantages
1. Everyone has a general understanding of the functions of tea, which can reduce the intensity of publicity and save money. A lot of time
2. It is about to enter the peak season for beverage consumption, and tea has the function of relieving heat.
3. At the same time, the products are diversified and the functions are diversified (weight loss, beauty, heatstroke prevention) Cooling, etc.) 3. As a healthy and natural beverage, the tea beverage market is still large
4. It is more convenient to eat and can be brewed with hot water
(2) W Disadvantages
1. We are not majoring in marketing, so we may not know much about the marketing knowledge of the market.
2. For more traditional objects, we may be curious about the consumers. , there are still difficulties, so investment needs to be cautious
3. The competitors (commercial streets, grid stores) are relatively strong, and their market share is relatively large, and they have lost the opportunity to seize the market
4. I don’t know much about the tastes of large consumer groups. There are various types of tea, so it is difficult to decide on the variety of tea
(3) O/T-opportunities and threats
Opportunities: With the arrival of summer, tea is a more natural, healthy, refreshing and refreshing green drink
Threats: Because there are too many in the market Beverages have similar functions to tea, and have a substitute effect on tea, which may affect its sales
Target market
Mainly aimed at students, teachers of Guangdong Academy of Sciences, and People working in Guangke are suitable for both men and women, old and young, and the market covers a wide range
V. Marketing Strategy
(1) Products
Tea has a wide range , the business scope is wide and can be focused. The business level does not require too high, but the requirement is healthy and natural, emphasizing that it is suitable for men, women, old and young
(2) Price
The price factor directly affects the competitiveness of the tea market, so we adopt a follow-up strategy and use the prices of other similar products on the market as a reference to avoid price wars
(3) Promotion
Based on market research conclusions, combined with product characteristics and market competition needs, targeted promotion plans are determined through economical and affordable brand communication channels, such as cooperation with major classes and clubs for tastings, so that everyone can taste them and try them first After purchase, business promotions such as free gifts, on-site draws, accompanying samples, discounts, door-to-door sales, and counter sales will let everyone know about this product
(4) Budget
In order to let everyone know about this product.
More people understand the product, and achieve better promotion. It costs about 20 yuan to put out a large number of small-packaged drinks for trial drinking. At the same time, the budget for activities such as buying gifts, accompanying samples, and discounts is about 20 yuan.
At the same time, the investment in distributing leaflets is controlled at about 5 yuan. Based on the above budget, plus the purchase cost, it may be around 400 yuan.
Tea Marketing Planning Case Part 2
1. Company Profile
xx Tea Company Co., Ltd. was formally established in 1998. The company has a preliminary tea workshop , exquisite tea workshop, Pu'er tea workshop, small packaging workshop, handmade famous tea workshop, etc. The company currently has more than 20 managers and more than 200 employees. It has established a complete management system with a competitive incentive mechanism and a strict reward and punishment mechanism. We always adhere to the business philosophy of having what others don't have, and what others have, and what I have.
The registered trademark of xx Tea Shop Co., Ltd. is "xx number". "XX" tea draws on the previous experience in making traditional Pu'er tea, and is completely processed from the fat and thick buds and leaves of ancient tea trees growing in the primeval forests of the "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 Hong Kong, Southeast Asia, South Korea, Japan, Taiwan, Shenzhen, Guangdong and other places.
2. Planning purpose
The "xx" brand series of tea of ??xx Co., Ltd. meets the needs of consumers with the business philosophy of "I have what others don't have, and I have what others have". . Under the guidance of the concept of market economy, xx marketing is based on the positioning of "Pu'er tea" tea and the status of the consumer population, using a marketing mix and adopting various strategies and means to occupy the target market and allow consumers to taste "Pu'er tea" as early as possible "Pu'er Tea" style, and strive to increase its popularity to 100 among the target consumer groups in the market, its reputation and trust to reach the tea marketing planning plan, and its annual sales volume to double.
3. History of Pu'er Tea
Pu'er tea is located in the ancient "Six Tea Mountains" in the xx area. Tea trees were planted before the Three Kingdoms. After the Three Kingdoms, tea was traded as a commodity. It gradually developed during the Jin Dynasty, and formed a tea commodity base in the Tang and Song Dynasties. It was divided into a separate administrative region during the Hongwu Period of the Ming Dynasty.
In the middle of the Qing Dynasty, the ancient "Six Tea Mountains" were at their peak, and their products were exported to Sichuan, Tibet, and Southeast Asia. Pu'er tea has since become famous at home and abroad. The road to export Pu'er tea is the ancient Tea Horse Road.
The historical Pu'er tea export routes mainly include the following:
One is from Pu'er to Kunming and Zhaotong, then to Luzhou, Xufu, Chengdu, Chongqing and Beijing in Sichuan .
The second one is from Pu'er to Lijiang via Xiaguan and to trade with Xikang and Tibet.
The third route is from Menghai to the border port of Daluo, and then divided into two routes: the first route is to Myanmar and Thailand; the second route is to India and Tibet via Myanmar.
The four routes start from the Yiwu Tea Mountain in Mengla, end at Phongsali in Laos, go to Hanoi and then go to Nanyang.
There are 7 roads in the six ancient tea mountains in Jiangbei: Yiwu to Jiangcheng Road, Yiwu to Ning'er Road, Yiwu to Simao Road, this road is the main road, Yiwu to Yibang, Mang Zhi and Gedeng also take this road, Yiwu goes to Cheche and then to Menghai Road, Yiwu goes to Boten Road in Laos, and Yiwu goes to Mengxing Road in Laos. In the 25th year of Daoguang (AD 1845), the ancient tea horse road made of stone slabs ran from xx through Simao to Yibang, through the Chengtian Bridge on the Mozhe River, and then to Mansa and Yiwu. It was about 2 meters wide and as long as Hundreds of kilometers.
In the past, there were many tea houses and tea houses in Tea Mountain specializing in the purchase, processing, transportation and sales of tea, showing a prosperous scene.
IV. Problems in the market
1) Tea garden productivity is low:
First, there are few asexual varieties; second, there are few tea gardens in high-mountain high-quality tea producing areas; third, Due to the low level of fertilization and cultivation, the existing tea gardens are seriously dispersed, aged and abandoned.
2) Tea factory productivity is low:
Because tea factories are small in scale, have poor equipment, low levels of automation and informatization, and weak competitiveness. Strangely, tea factories are still shrinking in size.
3) Insufficient market construction:
Since the product has no market information guidance and no unobstructed sales channels, blind planting and blind production make sales difficult. Even if there is, it is for a while and not for a while; it is there in the short term and not in the long term. In terms of exports, there is no auction market across the country, and production cannot be linked to the international market.
4) Product competition is weak:
There are many brands but few, and there is no brand like "Lipton"; product quality is poor, raw materials are poor, and sensory quality is poor; shoddy products are shoddy. , passing the fake as the real thing, failing to meet the hygiene standards, and exceeding the standard for pesticide residues.
5) Management level is not high:
Due to various reasons such as the system, the entire industry does not pay enough attention to management science. Managers have basically not received professional management training. Existing enterprises Potential cannot be realized.
6) Industry management is disordered:
The current tea industry seems to be a purely free market economy, laissez-faire.
7) Serious shortage of talents:
Due to the losses in the entire tea industry, professionals have changed careers and been laid off. Those who are employed are either working in government agencies, working in large enterprises with good returns, or setting up their own businesses to sell tea. However, there is a serious shortage of front-line talents in the planting industry and the corporate market.
8) Ineffective market development:
Easterners regard tea as art, while Westerners only regard tea as a commodity. China has a rich tea culture but poor tea marketing.
9) Insufficient investment in science and technology:
Why can’t tea beat coffee? Let’s look at the increase in research on coffee peripherals, while tea will always be just pots and cups. The National Natural Science Foundation of China’s “Seven Questions and Five Plans” and “Eighth Five-Year Plan” research projects on tea machinery and tea processing are zero. The xx Provincial Tea Research Institute has a history of more than 70 years, more than 70 scientific and technological personnel, and the least scientific research funding is only tens of thousands of yuan a year.
5. Product market opportunities
With the continuous progress of society and the continuous improvement of people’s living standards, people’s consumption concepts are also constantly changing, and Xishuangbanna Changtai Tea Company The "Pu'er Tea" series of high-quality tea products launched are mainly targeted at tea lovers, personnel of government agencies, enterprises and institutions, intellectuals and other broad groups with a certain consumption level in terms of product positioning.
From the consumer level of "Pu'er tea", its consumption places are mainly high-end teahouses, tea shops, major shopping malls, specialty stores, hotels, mid-to-high-end entertainment venues, as well as government agencies, large and medium-sized enterprises Group consumption mainly for unit personnel and meetings.
6. Sales target
Distribution points have been set up in large and medium-sized cities across the country, and some products will be exported abroad, forming an extensive sales network across the country and even around the world. Estimated sales: 10 million RMB.
7. Sales plan
1. Marketing ideas:
First, the sales staff will be trained on tea and marketing knowledge. In the marketing plan, the marketing ideas are divided into two parts. On the one hand, it focuses on mid-to-high-end products to strengthen the brand awareness of "Pu'er tea" and attract consumers through brand strategy. On the other hand, it targets the mass market (low-end products). Tea-based) non-brand strategy is aimed at ordinary consumers, through some wholesale channels or directly into low-end tea shops and teahouses.
2. Implementation means
According to the product positioning and consumer groups (places) of "Pu'er tea", the salesmen are divided into several business groups to develop the market from various fields.
The following business groups are organized according to consumer industry and place classification or by region:
1. Mid- to high-end tea house business group
2. Large and medium-sized shopping malls and supermarkets business Groups
3. Business groups for enterprises, institutions, conferences (group consumption)
4. Business groups for hotels, hotels, and high-end entertainment venues
5. Strong grocery store, wholesale and retailer business groups
6. Provincial and municipal tea companies and wholesalers, and public tea shop groups
The above six major business groups strive to complete the business within three months Comprehensive expansion of business within the company, quickly occupy the market, and at the same time cooperate with various promotional methods and advertising.
8. Promotion planning plan
1) Promote Pu’er tea culture:
Pu’er tea has evolved from the oldest traditional hand-made craftsmanship to modern advanced scientific production. Tea craftsmanship: It has gone through a long history from the ancient "Eight Color Tribute Tea", "Pin Melon Tea" and "Pin Melon Tribute Tea" to the current "Nan Nuo Pekoe" and "Nv Nu Tea". It is an outstanding representative of Pu'er tea in ancient and modern times.
2) Pay attention to brand packaging:
Whether it is a text advertisement or a picture advertisement on tea packaging, it should be concise and comprehensive, and the key points should be highlighted. There should not be too many words and pictures. The amount of text and the arrangement of pictures should be determined by the area and shape characteristics of the outer surface of the package. At the same time, great attention should be paid to the coordination of text and pictures. Generally speaking, the text advertising content on tea product packaging has the following main aspects:
(1) Tea trademark and name;
(2) Tea origin:
(3) Briefly introduce the quality characteristics of the tea:
(4) Net weight of the tea. Some packages also have concise and concise instructions on the health benefits of tea.
3) Strengthen brand promotion: During the specific implementation process of tea promotion, we must pay attention to practical results.
9. Marketing activities
1) Hold a large-scale press conference
A. Invite objects:
Tea experts
Product dealers
News media
B. Activity format: Press conference to publicly launch the "Pu'er Tea" brand image to the public.
C. Estimated event time: mid-April 20xx
D. Estimated cost: 50,000 yuan
2) Hold a "Pu'er Tea" product promotion meeting
A. Invitation objects:
Tea experts
Product dealers
Persons in charge of large and medium-sized shopping malls
B. Activity format: In the form of a tea tasting party, introduce the main characteristics of "Pu'er tea" and compare them with the top ten famous teas in China.
C. Estimated event time: mid-May 20xx
D. Estimated cost: 50,000 yuan
Advertising is a relatively expensive means of promotion. The result, whether tea sales can be increased, depends on the advertising effect, which includes economic effect (the degree of advertising's impact on tea sales and corporate profits), social effect (the public's awareness of tea companies and tea, and the impact of advertising on people's lives). methods, consumption habits), psychological effects (the psychological effect of customers on advertising), and finally manifested in economic effects. The economic effects can be measured by the following formula:
Advertising benefits: sales increase/ Increase in advertising expenses * 100 or advertising effectiveness: (sales in the current period - sales in the base period) / advertising expenses in the current period.
Of course, the promotional effect is also affected by the comprehensive impact of its promotional mix factors. Other factors should also be considered when obtaining the measurement results. Through comprehensive analysis, it can provide a basis for enterprises to scientifically formulate advertising strategies and adjust advertising ideas. .
When tea companies carry out tea advertising, they should also strengthen communication and contact with industrial and commercial, technical supervision, quality inspection, news and other units to prevent counterfeiting and deal with unexpected problems in a timely manner. Prevent negative impacts, strengthen horizontal connections, follow the path of strong alliances and complementary advantages, avoid infighting and vicious competition, and create a good competitive atmosphere in the tea market.