Part One: Brand Positioning of Zhiyou True Tea

2. Zhiyou True Tea’s main competitors and some traditional brands from various places, as well as the brand positioning of competitors

Zhang Yiyuan Tea House is a famous time-honored brand in Beijing, with a history of more than 100 years. "Old" may not be a good thing for everyone, but for a company, it is truly a valuable asset if it can thrive over a hundred years. Zhang Yiyuan fully grasped his brand characteristics as a time-honored brand in his marketing strategy and vigorously promoted Beijing-style catechu culture.

2. Wu Yutai’s “Green 100” creates a professional image

Similar to Zhang Yiyuan, Wu Yutai is also a famous time-honored tea house in Beijing. However, in terms of marketing strategy, Wu Yutai Rather than overemphasizing the long history, the company focuses on highlighting the "green, safe and healthy" nature of its products and creating an image of a professional tea merchant under a modern management system.

3. Tianfu Tea promotes standardized and refined services

Tianfu Tea has only a dozen years of history in Beijing. It is a chain founded in the mainland by Mr. Li Ruihe, president of Taiwan Tianren Group. enterprise. Currently, Tianfu Tea has 778 directly-operated chain stores across the country, including 59 in Beijing alone. As a foreign company, how does Tianfu Tea rely on to gain a foothold in the Beijing tea market where there are so many strong players? After visiting Tianfu Tea’s Oriental Xintiandi store, Dongdan store, Chaoyang store and many other stores, we found that the implementation of standardized and exquisite services is an important magic weapon for Tianfu Tea to win over consumers.

4. Lipton:

As a brand of United Lihua, Lipton occupies a considerable market share in large and medium-sized cities in my country. It uses high-end consumer venues as a breakthrough point and makes full use of various publicity methods, such as appearing in movies and TV shows, appearing in articles in various fashion magazines, appearing in online novels, etc., to subtly bury the Lipton brand. in the minds of consumers. After long-term brand management, drinking Lipton tea has now become a symbol of high-end white-collar workers.

Although Lipton has strong advertising in the European market, it has always adopted a low-key approach in the Chinese market, focusing more on terminal network construction and less on hard media advertising. In terms of products, Lipton tea is mostly black tea and milk tea, mainly in European style, with less involvement in traditional Chinese tea.

5. Local traditional brands: There are many tea-producing places in China. These places have brands with relatively stable product quality and local brands with a certain degree of popularity in the local area. They are competition for Dexin Tea to enter this region. The target can also become the merger target of Zhenyou Zhencha

Advantages: It has a unique climate and geographical environment, and has the advantages of time, location, and people in the local area. Most of these brands are word-of-mouth promotions, which have a great impact on habitual consumption in the local tea market and occupy part of the local tourism consumption market share.

Disadvantages: The enterprise is small in scale, low in production level, backward in management awareness, and lacks competitiveness

The formulation of the brand positioning of Zhiyou Zhentea

In summary, through the From the analysis of tea consumption patterns, we can conclude that tea consumption is almost always associated with the word friend. Therefore, we set the company's brand positioning on tea and friends, with the concept of "good friends are real tea, and tea is also a good friend."

This concept contains 20% meaning: 10% is true tea for close friends, which contains feelings and sincerity for friends, that is, the concept of "true tea for true friends"

10% is true tea for true friends They are our friends in life, considerate and considerate, that is, the concept of "tea is also a best friend".

The trademark of Zhiyou Zhencha is also our brand positioning, which organically combines the trademark and brand positioning, making our brand positioning more easily known by consumers.

Looking at the brand positioning of our major competitors, most of them focus on time-honored brands, green and healthy, and standardized and exquisite services. This enables our positioning of "real tea as a best friend, and tea as a best friend" to avoid conflicts with our major competitors. Direct competition, and establishing the brand through different positioning. At the same time, almost all tea consumers have become our target consumer group, which has expanded the consumer base and can occupy the market faster.

The above is our brand positioning

Quality/price: Mainly engaged in high-end tea, and also engaged in bulk tea.

Part 2: Jinan market development, establishing brands in Jinan and even Shandong

1. Market research in Jinan

The total business area of ??Jinan Tea Market has reached With an area of ??150,000 square meters, there are more than 1,500 tea merchants, tea farmers, and tea factory operators. The annual transaction volume is more than 1.2 million tons. The sales volume accounts for more than 8% of the total tea volume in the country, and the annual transaction volume reaches 1.8 billion yuan.

The tea market in Jinan was relatively stable in 2007. Except for Pu'er tea, most other tea markets have slowed down. The market segmentation of major tea categories has become more in-depth. Green tea, oolong tea, and Pu'er tea have become the three mainstream tea categories in the market. Scented tea, herbal tea, and other tea categories are also scattered in the market. The supply and sales of tea utensils are stable and rising. In the supporting packaging industry, general packaging is still the main packaging format for tea circulation, especially loose tea circulation.

Among the main teas sold in Jinan tea market in 2007, green tea accounted for about 40% of the market share. Among them, Rizhao green tea produced in Shandong accounted for more than 70% of the entire market share of green tea, and is growing. Swift and violent.

Oolong tea still occupies a key position in the consumption of Shandong tea market in 2007, especially Anxi Tieguanyin. Judging from the layout of the stores, nearly one-third of the stores in the Jinan Tea Wholesale Market in Shandong sell Anxi Tieguanyin - Tieguanyin sales account for nearly 80% of the total oolong tea sales, and Taiwan oolong tea, Dahongpao and other oolong tea varieties. Sales volume accounts for about 20% of the total sales of oolong tea in the market.

Affected by market fluctuations across the country, Jinan’s Pu’er tea market is sluggish. Pu'er tea consumption in 2007 was still dominated by gift tea and stored tea. Compared with the same period in 2006, sales dropped significantly, but there is still volume in the market. What is more obvious is that during the Mid-Autumn Festival and New Year's Day in 2007, the consumption of Pu'er tea dropped significantly. The consumer market for Pu'er tea has not yet been fully formed, and the proportion of people who actually drink Pu'er tea is still too small.

Scented tea and herbal tea have been reduced to minor tea categories, and consumption has basically declined year after year. Currently, most of the people who drink scented tea are middle-aged and elderly people, and these groups are also turning to green tea, and some are turning to oolong tea.

Characteristics of tea consumption in Jinan

From the above, we can see that the market potential of Jinan tea, especially green tea, is very large. Jinan has huge market potential, with a high proportion of green tea. Tea sales in Jinan are booming and it is a market with high CDI (Category Development Index). Jinan has very few tea brands and is a low BDI (Brand Development Index) market. Jinan's tea market is in the transition from loose tea to packaged tea. High CDI and low BDI show that the brand development is not good, but it is a relatively mature market with great market potential, and the brand has room for development in this market. Among them, Rizhao green tea dominates the market, accounting for more than 70% of the total market share of green tea, and is growing rapidly.

Jinan market used to be dominated by scented tea, but now people's consumption concepts have begun to change and are more inclined to green tea. Jinan's green tea market is dominated by Southern tea and Rizhao green tea, and tea beverages have posed a huge threat to the entire tea market.

Jinan people generally believe that green tea has the health-care effect of clearing away heat and eliminating internal heat, making it a good drink in summer. Among people who advocate fashion, health care and gift-giving, green tea has a certain market share. Affected by the publicity, 16% of the entire consumer group has started drinking green tea, and a considerable number of these people have begun to like the taste of green tea.

Surveys show that only 30% of people drink group-buying tea, and the market capacity of group-buying tea has shrunk significantly. The prices of group-purchased teas are mostly mid-range, with 60-90 yuan/500 g being the mainstream. Units with good profits will also distribute high-end tea once. The packaging of group-purchased tea is mainly paper bags. Traditional public institutions and state-owned enterprises are affected by efficiency and have few benefits, so the market for group buying tea has also shrunk. The emerging group-buying tea market for business units is in the ascendant, showing a growing trend, and tends to favor high-end tea.

The absolute main force in the market is jasmine, which has won the love of Jinan people with its fragrant fragrance and has even become a mainstream habit. However, it is tasteless after being soaked for a long time, tastes vulgar, and has poor ornamental value. The price of jasmine tea is low, ranging from 8-60 yuan/500g, with 20-30 yuan/500g being the mainstream. It has the widest distribution range and has an absolute advantage in the mid- to low-end market. Wherever tea is sold, there is Jasmine. There is no promotion or advertising for scented tea, and it is only promoted at tea expos.

People in Jinan are not "cold" about drinking tea in high-end places. The reason is that consumption is high and the concept dictates. There are two main types of people who drink tea in high-end places: one is young people, who like a romantic and warm atmosphere, but their consumption level is relatively low, at 40-99 yuan/pot; the other is middle-aged people, who are mostly for business entertainment. The grade is higher, mostly over 100 yuan/pot.

To sum up, it can be seen that Zhiyouzhen Tea in Jinan should mainly sell green tea, Pu'er tea, oolong tea, jasmine and scented tea. Among them, green tea, Pu'er tea, and oolong tea are mostly given as gifts, occupying a large market share in the consumption of members, and can embody the concept of "real tea for best friends". Green tea, jasmine, and scented tea occupy a large share in daily consumption, which can embody the concept of "tea is also a best friend".

2. Extension of the brand positioning of Zhiyou True Tea in Jinan Tea Market

1 Jinan Tea Culture

After all, Jinan does not produce tea, and is located in the same location as Chengdu and Hangzhou. Compared with cities in tea-producing areas in the south, Jinan has a gap in both tea industry and tea culture. Although there are many teahouses and teahouses in Jinan, there are only a few that only deal in authentic tea drinks. Most of them also operate chess and card rooms, KTV, catering, foot massage, aromatherapy, etc., which greatly reduces the cultural and artistic atmosphere of tea tasting. In addition, people in Jinan drink more scented tea, but those who are real tea connoisseurs do not drink scented tea, because the fragrance of flowers covers up the fragrance of tea, and the aroma is attractive but not worth remembering. Longjing tea in Hangzhou, oolong tea in Chaoshan, big bowl tea in Beijing, tureen tea in Chengdu, morning market tea in Guangzhou, Jiudao tea in Kunming... Places with a strong domestic tea culture have formed their own unique tea tasting, regardless of elegance or vulgarity. Concepts, techniques and styles, tea culture has also become a well-known business card of some cities. However, Jinan is far from forming its own characteristics. It does not have its own tea brand, its own way of tasting tea, and it lacks its own unique understanding and interpretation of tea culture. "The quality of tea drinking in Jinan is not high, the method is simple and extensive, and there is no artistic tea culture. There is a lack of pursuit of the essence of tea." Jinan itself does not produce tea, which makes Jinan's tea culture different from other tea-producing areas. With the 'all-inclusive' feature, different tea drinkers have different needs and can find the tea they are satisfied with according to their needs. "Li Yaguang believes that Jinan has difficulties but also opportunities, and there is great potential for the development of tea culture.

To create a tea culture in Jinan, we must take the spring culture as the core and serve the spring culture. In Li Yaguang's view, Jinan does not have the ability to stand alone. The capital of the "tea culture" brand, "Jinan's unique condition is spring water. Through the creation of famous springs, we can promote tea culture and make tea culture a supplement to spring culture. ”

On September 28, 2006, the Jinan Baotu Spring Tea Culture Street, named “Luoyuan”, opened to welcome guests. Luoyuan is located in the northwest area of ??Baotu Spring Park and is 28 meters long from east to west. , about 100 meters long from north to south, with a total area of ??2,200 square meters. It used to be the location of old streets and alleys such as Da Banqiao Street, Xiao Banqiao Street, and Caojia Lane. It used to have intersecting rivers, abundant springs, and gurgling water all year round. "Luoyuan" is one of the most representative areas of Jinan with a "relaxing and unrestrained" scenery like the south of the Yangtze River. It relies on Baotu Spring, "the best spring in the world", to build a "Confucian tea culture" brand. Here, tourists can enjoy tea and enjoy the spring. Appreciate the tea art performance, and taste the Confucian culture and tea culture while experiencing the spring culture

2 The extension of the brand positioning of Zhiyou Zhentea in Jinan Tea Market

In summary, look at Jinan’s development. Tea culture is inseparable from the word "spring". To build tea culture in Jinan, it must take spring culture as the core and serve the spring culture. In Li Yaguang's view, Jinan does not have the capital to play the "tea culture" brand alone. "Jinan's unique conditions are. Spring water promotes tea culture through the creation of famous springs, making tea culture a supplement to spring culture. "Many tea shops and teahouses are also building the Quan Tea brand, and the brand positioning is consistent with Haoquan Good Tea.

It can be seen that if Zhiyou True Tea wants to occupy the Jinan market faster, it must extend its brand positioning based on Jinan’s actual situation, that is, it must add factors of spring culture, but it cannot exclusively follow the spring route, because this will Faced with direct competition from many tea shops, the brand positioning is inconsistent with the national market positioning of Zhiyou Zhen Tea. Therefore, in order to occupy the Jinan market, we must first find the intersection between Zhiyou Zhen tea concept and Quancheng culture and Jinan tea culture. And this is an extension of the brand positioning, so we found the concept of "famous springs last forever, good friends last forever, good friends are true tea", so that "good friends are true tea, tea is also a true friend" is still our brand positioning, and this Adding the famous spring theme to the theme perfectly blends Jinan spring culture, love for springs, sincerity to friends, and love for tea, which shortens the distance between consumers in Quancheng and adds the flavor of spring culture. .

3. Marketing steps in Jinan region

1. Strive to build the brand culture of Zhiyou Zhencha. To form the concept of "a true friend is true tea, and tea is also a close friend" in the hearts of consumers, the realization of this goal depends on advertising, which is also the basis of marketing.

2 Pay attention to the development of Zhiyouzhentea Internet Marketing

Analysis from the Internet: According to incomplete statistics, there are currently about 1 billion Internet users in the world, and China accounts for 1/8 , this data clearly illustrates the development space of the network. Nowadays, many large companies regard the Internet as an integral part of their overall corporate strategy. The reason is that they see huge business opportunities and development potential on the Internet. Internet promotion has gradually matured in some industries, but it is still in its infancy in the Internet field. It is this immaturity that gives us an opportunity for development. Therefore, we must seize this opportunity and establish our own unique Internet promotion and marketing system. Make your own characteristics.

The website mainly has the following functions:

1. The website can enhance, expand and deepen the brand extension of Zhiyouzhentea

2. The website can provide interactive and friendly "Customer relationship management", whether it is ordinary visitors, consumers, or all links in the value chain of production and operation activities.

3. The website is the base for online promotion and marketing. On the one hand, in the offline field, a series of marketing activities can be carried out in conjunction with advertising, public relations, promotions, etc.; on the other hand, the website itself is an interactive communication platform, and feedback and communication on both activities can be realized on the website. Moreover, these activities should be based on core values, thus ensuring the persistence and consistency of the activities.

As a "superconductor" media that transmits across time and space, the Internet can overcome the limitations of time and space in the marketing process, and can provide timely services to all customers in the market. At the same time, through the interactivity of the Internet, we can understand the specific needs of customers in different markets. Therefore, the Internet can be said to be one of the most attractive marketing tools in marketing to meet consumer needs. The Internet will be combined with the 4Ps of tea (tea products/tea services, tea prices, tea distribution, tea promotion) and the customer-centered 4Cs of tea (customers, costs, convenience, communication) to have a profound impact on corporate marketing.

(1) Provide products and services with a customer-centric approach. There are great differences in customer demands in the market. The use of the Internet is very interactive and guiding. Users put forward specific requirements, and promptly produce and provide timely services according to customer choices and requirements. At the same time, Zhiyou Zhencha can understand customer needs in a timely manner. changes to meet the changing needs of customers in a timely manner and improve the company's production efficiency and marketing efficiency. Therefore, using the Internet to sell tea will inevitably become a major trend in future marketing.

(2) The distribution of products is mainly for the convenience of customers. Internet marketing is a one-to-one distribution channel that sells across time and space. Customers can use the Internet to order and purchase products anytime and anywhere.

(3) Shift from forced promotion to promotion methods that strengthen direct communication with customers. Traditional promotions take enterprises as the main body and carry out forced promotions to customers through certain media or tools to strengthen customers' acceptance and loyalty to the company and products. Customers accept passively and lack direct communication with customers. At the same time, the company's promotional costs are very high. Marketing on the Internet is one-to-one and interactive. Customers can participate in the company's marketing activities. Therefore, the Internet can strengthen communication and contact with customers, directly understand customer needs, and arouse customer recognition.

To summarize the above points, our online marketing of Zhiyouzhentea is a very desirable and inevitable choice for the survival and development of all enterprises in the next few years.

Specific marketing plan

Intellectual property management: Strengthen the management and protection of intellectual property. Apply for 'Zhiyou True Tea' to be a nationally well-known trademark or a provincial famous trademark, a Chinese famous brand product or a provincial famous brand product, and a national quality inspection-free product.

Promote company-based operations: In accordance with the modern enterprise management model, implement company-based regulations operation, resolve the conflicts of interest and contradictions among corporate partners, equity holders, debtors, and managers, and implement the separation of ownership and management rights and a clear responsibility and rights structure, which is conducive to the human, financial, and financial resources of Zhiyou Zhencha. Optimizing the allocation of physical resources and increasing efficiency promotes product research and development, resource integration, quality control, cost accounting, marketing innovation and other business behaviors to become more efficient, orderly, standardized and dynamic

3. Market distribution strategy.

(1) Distribution model: manufacturer direct sales, regional agents, provincial direct sales combined with city and county agents, cross-regional comprehensive market wholesale, regional agents combined with market wholesale, buyout and underwriting of Zhiyou True Tea, etc. City and county agents, direct sales branches, etc. Medium-sized enterprises can use regional agents combined with market wholesale, franchise stores, etc., while weaker enterprises can adopt cross-regional market wholesale, buyout and underwriting, etc.

(2) Distribution product form: Middlemen (wholesalers) refer to food, local products, tea companies, and comprehensive companies operating tea (including first and second batches); sales terminals (retailers) include comprehensive stores, supermarkets, Convenience stores, grocery stores, tea specialty stores (tea shops, teahouses), etc. Due to the special quality of commercial tea, consignment sales with cumbersome management and high disputes are generally not advocated, but distribution systems supported by distribution.

(3) Dealer management: Strengthen the maintenance and development of market networks and sales terminals, give full play to the platform role of market channels, and improve the operational efficiency of commodity flow (logistics), capital flow, and information flow through terminal actions. Management system (dedicated personnel to determine responsibilities), shipment speed control (distribution rate), customer sales and payment early warning management (receipt rate), etc., supervise and manage the industry trends of dealers to prevent the collapse of dealer channels and the loss of sales money. . According to the distribution characteristics of the channel, determine the payment settlement method (batch payment or spot cash) and credit limit, and effectively control sales financial indicators such as product tea distribution rate, payment collection rate, and channel rebate rate.

4. The product development strategy relies on the business positioning of Zhiyou True Tea, and adjusts and optimizes the product structure according to factors such as supply, business scale, market demand and other factors. The business level of commercial tea is not high and is weak. Each can have its own focus, and the business scope should not be too broad to avoid being too broad. There are too many operating categories, and product features and appeal points are unclear. According to the marketing characteristics of fast-moving consumer goods, market research and product research and development can be strengthened to maintain the product line and innovation of Zhiyou Zhencha, from raw materials to processing. In terms of technology, equipment, packaging and other aspects, new products are continuously launched to meet the consumer demand of market segments.

5. Zhiyou True Tea Price Strategy

Price factors directly affect the market of Zhiyou Tea. Competitiveness, market share and economic benefits. The high-end channels and consumer groups are relatively fixed, the proportion of gifts is large, and the price elasticity is small, so the price is higher to maintain the precious image of famous tea. Mid- to low-end products (bulk tea) are mass consumer goods with high price elasticity. We should adhere to the pricing principle of small profits but quick turnover, focusing on volume, and pursue economies of scale in batches.

6 Market Promotion Strategy Market promotion includes two levels: channel promotion and consumer promotion. Channel promotion mainly includes increasing distribution rate, sales expense rate, rebate rate, sales resource allocation ratio, and providing channel and terminal image design. and publicity support, etc. Zhiyou True Tea mainly focuses on market promotion and consumption promotion. It must first strengthen the research, analysis and information feedback of regional markets and target consumer groups, and conduct in-depth analysis of consumer levels, tea consumption levels, growth potential, and consumption traditions or tendencies. Based on market research conclusions, combined with product characteristics and market competition needs, targeted promotion plans are determined. Through economical and affordable means of disseminating crystal brands, such as classified advertisements and soft article advertisements in newspapers and periodicals, and tea fighting parties at tea expos, we implement differentiated marketing innovations, configure novel and unique promotional materials, exhibits, POP, etc., and advocate tea art and tea ceremony. Such cultural promotion and dissemination achieves the brand promotion and promotion effect of "moisturizing things silently".

Effectively use promotion methods that are in line with the characteristics of tea marketing, such as free tastings, low-price purchase limits, on-site draws, membership systems, short-term discounts, etc., to rationally allocate and utilize sales resources. And effectively carry out the pre-evaluation and design, in-process execution and cost monitoring, and post-event summary evaluation of promotional activities.

7 Social resource integration strategies. Zhiyou True Tea should aim at industrialized management of tea, adopt various forms of coordination, linkage, and mutually beneficial cooperation, establish and improve a tea production and marketing collaboration system, and establish the best link between the base, tea factory, and company according to local conditions. Effectively integrate and utilize social resources (tea gardens, tea factories). The integration methods of base tea gardens mainly include discounted shares (joint ventures), lease-back and subcontracting, cooperative production, order acquisition, management rights buyout, etc. The integration measures of supply tea factories are Including joint venture (sole proprietorship) factory building, leasing processing, order supply, entrusted processing, OEM processing, etc. Tea garden management is the main key control point for the hygienic quality of tea, and raw material processing is a key link in the formation of tea brands. Tea companies should effectively provide technology, financial support, and quality management and monitoring at the production source (origin). Strengthen the legal constraints of order contracts, standardize economic behavior, clarify the responsibilities, rights and interests of all parties, and give full play to their enthusiasm and creativity in tea management, raw material processing, product research and development, quality control, cost accounting, marketing, etc. With the tea operating enterprise as the core, a joint-stock cooperative company with an organic combination of tight and loose layers is formed to promote the formation of maximum interest alignment and benign operating mechanism among all parties involved in tea development.

8 Festival topic: Tea is a traditional consumer product for Chinese people and occupies an irreplaceable position in the gift consumer market. Therefore, seizing the holiday market is the focus of market work. The main purpose of this topic is to use different themes on different festivals to cater to the consumer psychology of Chinese people.

1. Real tea, a true friend of a gentleman - using the construction of clean government to highlight tea. Cigarettes, wine and tea are traditional gifts, but not everyone is suitable for giving cigarettes and wine. Only tea is both elegant and Decentness is the first priority of corporate holiday public relations activities. Since the Tang and Song Dynasties, tea has been a good gift from the people and the scholar-bureaucrat class. Even the emperors gave tea to court ministers. This is often found in "The Complete Poems of the Tang Dynasty" and various classics. record. Tea, as an important medium for Chinese people's family ties and public relations activities, has been deeply embedded in Chinese culture and national subconscious. This is a cultural and folk resource that can be exploited. As the ancients said, the friendship between gentlemen is as light as water. Isn’t giving high-end tea gifts a truly gentlemanly act? Choosing tea as a gift is not only in line with the current government spirit of fighting corruption and promoting integrity, but also fully reflects the elegant culture of the Chinese people. It makes people give it elegantly and receive it with peace of mind.

From New Year's Day to the Spring Festival, Zhiyou True Tea series products are mainly used to enter the gift consumer market. The usual marketing methods are mainly terminal display and pop advertisements, supplemented by a small amount of newspaper advertisements, and beautifully produced Themed gift bag comes with the goods. Implement preferential prices for corporate bulk purchases.

2. The story of rose black tea - let love give romantic feelings to close friends' tea. Rose is the incarnation of love, and rose black tea itself creates romantic associations. The Lantern Festival is also known as China’s Valentine’s Day. From the Western Valentine's Day to the Chinese Valentine's Day, the romance of combining Chinese and Western styles is the perfect embodiment of the best friend rose black tea.

During the period from Valentine’s Day to Lantern Festival, we mainly promote the rose black tea in the Zhiyou Xintea bag to build the modern and fashionable brand image of Zhiyou Xintea. Mainly TV advertisements, distributing leaflets at terminals, and placing outdoor light box advertisements in Jinan. Make a special Valentine's Day outfit and come with a couple's cup.

3. A cup of tea to thank your mentor - use a famous school to improve the reputation of your best friend. As a special white-collar class, university and middle school teachers belong to the top ten high-income groups in China. Due to their professional characteristics, they are the main tea consumption group. China has had the etiquette of tea to pay homage to teachers and tea to thank teachers since ancient times. Now, our country has established Teachers' Day. Every year on Teachers' Day, government departments and schools have to buy some gifts for teachers. Usually these gifts are not high in value but very practical. This practice has also spread to the private sector. Therefore, it is most appropriate to give your best friend Luo Han Guo tea to your teacher on Teacher’s Day. Luo Han Guo has the effect of clearing away heat and moisturizing the lungs, and many teachers have the habit of using it to soothe their throats

During Teacher's Day, Luo Han Guo tea is the main recommendation. During this period, a TV commercial with the theme of respecting teachers was launched. Choose a few famous schools, such as Shanda University, Shantung Normal University, etc., and give teachers real friends tea. In this way, we can create news hot spots and use famous schools to enhance the reputation of our best friend tea.

Four Seasons Special Topic: Chinese people love to drink tea, and they also pay attention to drinking tea. Drinking different teas in different seasons is a characteristic of Chinese tea.

Zhiyou Zhencha has produced teas in different seasons: in spring, it mainly promotes floral tea series represented by jasmine tea; in summer, it mainly promotes green tea series, represented by Longjing bag tea; in autumn, it mainly promotes oolong tea series, represented by osmanthus oolong; in winter, it mainly promotes Black tea series represented by rose black tea.

3. Advertising Communication

After Jinan has established the brand positioning of "Famous springs last forever, good friends last forever, good friends are real tea", a series of advertisements should be formulated based on this concept. measure..

1. Advertising purpose:

To make the brand image of "True Friends True Tea" deeply rooted in people's hearts; to understand the concept of "True Friends True Tea, Tea is also a true friend"

Contains 20% of the meaning: 10% is a true friend. True tea contains feelings for friends, sincerity, that is, true tea is a true friend. Concept: 10% is a true friend. True tea is a friend in our lives. A considerate heart means that tea is also a true friend.

2. Advertising strategy,

Initially, an undifferentiated market advertising strategy should be carried out

That is, within a certain period of time after the launch of Zhiyou Zhencha, various advertising strategies should be used in the Jinan market. Use various media combinations to create advertisements with the same theme of "True Friends True Tea, Tea is also a True Friend" and "Famous Fountains Endless, True Friends Last, True Friends True Tea" to quickly let the audience understand the connotation of True Friends True Tea. In this way, various This media promotes unified advertising content and quickly increases the popularity of Zhiyouzhen Tea to achieve the purpose of creating a brand.

Then carry out differentiated advertising marketing strategies. After a certain period of development, Zhiyou Zhencha will use different media combinations to conduct advertising with different contents according to the segmented target markets. This strategy can better meet the needs of different consumers, help companies increase product visibility, highlight the excellent performance of products, and enhance consumers' trust in the company, thereby achieving the purpose of expanding sales. This is a commonly used advertising strategy after the product enters the late growth and maturity stages. At this time, product competition is fierce and market demand is highly differentiated. Due to market differentiation, each target market has different characteristics, so the advertising design, theme concept, media mix, advertising release, etc. are also different.

3. Advertising formulation

1 Print advertisement

Use newspapers, posters, buses, stop signs, online forums, etc. to promote Zhiyouzhentea in the Jinan market

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Slogan: "True friends, true friends, true tea"

"A spring never stops, true friends last forever, true friends true tea"

"A true friend, true tea, also Best friends, send sincerity to your friends, and drink it yourself to be considerate.”

2 Media Advertisements

Creative introduction:

1. Film an exclusive TV interview with your best friend’s true tea to reflect your best friend Real tea, tea is also a good friend concept

Second, shoot an advertisement for sending real tea to close friends between friends and clients

Third, shoot an advertisement for friends and clients in a teahouse, hotel, etc. An advertisement for tasting True Friend Tea in other places

Four. Shooting a creative advertisement for the young generation of Internet surfers, night wanderers, and placing a cup of True Friend Tea next to the computer late at night

Five. Shooting One An advertisement for the Young Women's Best Friend True Tea series of slimming teas

4. Specific advertising plan

Print ads: Qilu Evening News, Jinan Times, Shandong Business Daily, Metropolis Daily

Jinan’s bus stops and buses

Jinan Forum, Public Forum, Tianya Forum

Posters in various living areas

Media advertising: Shandong Satellite TV , Jinan TV Business Channel, Jinan TV Life Channel, Jinan TV News Comprehensive Channel, Qilu TV

Jinan Broadcasting, Jinan Economy, Shandong Music, Jinan People, Radio Stations

China Tea Network, Shandong Tea Net

Part Three: True Friend Tea Goes Nationwide

1. Relying on the 2009 National Games to go nationwide. . . . . . . . . . .

2. On the 60th anniversary of the founding of the People’s Republic of China, establish a national brand. . . . . . . . . .