With people's attention to health, drinking tea has become a part of our life. The following is the "model essay on tea marketing planning scheme" compiled by me for your reference only. I hope you like it! For more details, please click to view. Model tea marketing planning scheme 1

Foreword:

With the continuous improvement of people's living standards, drinking tea has become a fashion and a symbol of healthy life. Especially for college students, a cup of green tea can not only eliminate fatigue, relieve boredom and refresh their spirits, but also chew slowly and enjoy beauty, so drinking tea has become an indispensable part of students' daily life.

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 great, so the tea sales will be more intense.

first, the theme of the activity: passionate summer, healthy tea drinking

second, the marketing goal

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 profit-seeking and mercenary.

Advocating value over profit, paying attention to coordinating the relationship between people, advocating a kind of respect for people, and paying attention to cultivating morality are conducive to the balance of people's mentality, solving the mental confusion of modern people and improving people's cultural quality. Therefore, spreading and promoting the tea culture of the Chinese nation can enhance the understanding of tea culture among the broad masses of people and enhance the spiritual realm of consumers.

Second, it also makes everyone feel relaxed and happy in this hot summer.

3. Analysis of marketing environment

1. From the perspective of cultural environment, drinking tea is still a traditional habit in our country, so the market situation in schools, whether students, teachers and other consumer groups, is quite impressive

2. From the perspective of economic environment, in schools, ordinary tea is affordable for ordinary consumers (students)

3.

4. SWOT analysis

(1) Advantages of S

1. Everyone has a general understanding of the role of tea, which can reduce the intensity of publicity and save a lot of time

2. Immediately enter the peak season of beverage consumption, and tea has the function of relieving summer heat, etc.

3. At the same time, products are diversified and functions are diversified (weight loss, beauty, heatstroke prevention and cooling, etc.). The tea beverage market is still relatively large

4. It is convenient to eat, and it can be brewed with hot water

(2) w Disadvantages

1. We are not majoring in marketing, and we may not know much about the marketing knowledge of the market

2. For more traditional objects, we may still have difficulties in the curiosity of their consumers, so we need to be cautious in investment

3. Competitors (3. And their market share is relatively large, and they have lost the opportunity to seize the market

4. They don't know much about the tastes of large consumer groups, and there are various kinds of tea, which makes it difficult to decide the varieties of tea < P > (3) O/T- opportunities and threats < P > opportunities: With the arrival of summer, tea is a better natural, healthy and refreshing green drink < The function similar to that of tea has a substitution effect on tea, which may affect its sales.

Target market

It is mainly aimed at students, teachers and people working in Guangke Institute, and it is suitable for both men and women, with a wide market coverage.

V. Marketing strategy

(1) Products

Tea has a wide range of business, and it can be used. However, the requirements are healthy and natural, emphasizing that men, women and children are suitable for all ages

(2) Price

The price factor directly affects the competitiveness of the tea market, so we adopt a follow-up 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 product characteristics and market competition needs, we will determine the promotion plan in a targeted manner. Through economic and affordable brand communication channels, such as cooperating with major classes and societies to try the drinks, let everyone taste, try them before buying, buy gifts, draw on the spot, attach samples, offer discounts and other business promotion, door-to-door sales, counter sales, etc., let everyone know about this product

(4) Budget

In order to let more people know about the products and achieve better promotion, a large number of small packaged drinks are put in for trial drinking, about.

At the same time, the investment in distributing leaflets is controlled around 5 yuan, and the cost of purchasing goods may be around 4 based on the above budget. Tea marketing plan model 2

1. Company profile

xx Tea Store Co., Ltd. was formally established in 1998. The company has a primary tea workshop, a refined tea workshop, a Pu 'er tea workshop, a small packaging workshop and a handmade famous tea workshop. The company has more than 2 managers and more than 2 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 from the plump and stout bud leaves of ancient tea trees growing in the virgin forests of "Six Ancient Tea Mountains". "xx" has more than 5 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, Shenzhen, Guangdong and other places.

second, the planning purpose

xx brand series tea of xx liability 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, the marketing of xx Bank, according to the positioning of Pu 'er tea and the situation of consumers, uses marketing mix and adopts various strategies and means to occupy the target market, so that consumers can enjoy the elegance of Pu 'er tea as soon as possible, and strive to improve their popularity among the target consumers in the market to 1%, and their reputation and trust can reach the tea marketing plan, and the annual sales volume will double.

iii. the history of pu' er tea

pu' er tea is located in the ancient "six tea mountains" in xx area. Tea was planted before the Three Kingdoms. After the Three Kingdoms, tea was used as a commodity for foreign trade, which gradually developed in Jin Dynasty. Tea commodity bases were formed in Tang and Song Dynasties, and it was designated as a separate administrative region during the Hongwu period of Ming Dynasty.

in the middle of the 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 in history.

There are several historical export routes of Pu 'er tea:

One is from Pu 'er to Kunming and Zhaotong, and then to Luzhou, Xufu, Chengdu and Chongqing in Sichuan to Beijing.

The second one is that Pu 'er passes through Xiaguan to Lijiang and Xikang Tibet.

The three routes are from Menghai to Daluo, a border port, and then divided into two routes: all the way to Myanmar and Thailand; The second route is via Myanmar to India and Tibet.

The four routes start from Yi Wu Chashan 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, which are the main roads. Yiwu to Yibang, Mangzhi and Gedeng also take this road, and Yiwu to the car to Menghai Road, Yiwu to Moding Road in Laos, and Yiwu to Mengxing Road in Laos. In the 25th year of Daoguang (A.D. 1845), the ancient tea-horse road inlaid with stone slabs from xx via Simao to Yibang via the overpass on the Mill River to mansha and Yi Wu is about 2 meters wide and hundreds of kilometers long.

In the past, there were many tea brands and tea houses in Chashan, which were specialized in the acquisition, processing and export sales of tea, showing a prosperous scene.

Fourth, the problems existing in the market

1) The productivity of tea gardens is low:

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 cultivation, the existing tea gardens are seriously scattered, aging and abandoned.

2) Low productivity of tea factory:

Because of the small scale, poor equipment, low degree of automation and informatization and weak competitive strength of tea factory. Strangely, the size of tea factories is still shrinking.

3) Insufficient market construction:

Because products are not guided by market information, there are no unimpeded channels for sales, and blind planting and production make sales difficult. Even if there is, there is a moment, and there is no moment; Short-term yes, long-term no. In terms of export, there is no auction market in China, and production cannot be linked with the international market.

4) Weak product competition:

There are many brands and few famous brands, and there is no world-class brand like Lipton; Poor product quality, poor raw materials and poor sensory quality; Shoddy quality, fake quality, unqualified health indicators, excessive pesticide residues.

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 the managers have basically not received professional training in management, so the potential of existing enterprises cannot be brought into play.

6) The management of the industry is out of order:

At present, the tea industry seems to be a pure free market economy, and it is laissez-faire.

7) There is a serious shortage of talents:

Due to the loss of the whole tea industry, professionals are laid off. On-the-job or in government agencies, or in large enterprises with better 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 poor in tea marketing.

9) Insufficient investment in science and technology:

Why can't tea compete with coffee? Let's look at the increase in research on coffee peripheral equipment, while tea is always a pot and a cup. The research topic of tea machinery and tea processing in the National Natural Science Foundation of "Seven Questions and Five Years" and "Eighth Five-Year Plan" is zero. Xx tea research institute has a history of more than 7 years, with more than 7 scientific and technical personnel, and the least research funding is only tens of thousands of yuan a year.

5. Opportunities in the product market

With the continuous progress of society and the continuous improvement of people's living standards, people's consumption concept is constantly changing, and the "Pu 'er Tea" series of high-quality tea products launched by Xishuangbanna Changtai Tea Company are mainly aimed at tea lovers, personnel of government agencies, enterprises and institutions, intellectuals and other groups with a certain consumption level.

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, middle and high-end entertainment places, as well as group consumption dominated by personnel of institutions, large and medium-sized enterprises and conferences.

VI. Sales Target

Distribution points have been set up in large and medium-sized cities all over the country, and some products will be sold abroad, forming a wide sales network all over the country. Estimated sales: 1 million RMB.

VII. Sales plan

1. Marketing ideas:

First, train the salesmen in tea and marketing knowledge. In the marketing plan, the marketing idea is divided into two parts. On the one hand, it focuses on middle and high-grade products, strengthens the brand awareness of "Pu 'er tea" and attracts consumers through brand strategy. On the other hand, it faces the general 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 develop the market from various fields.

the following business groups are organized according to consumer industries and places or by regions:

1. Middle-and high-end teahouses business group

2. Large-and medium-sized shopping malls and supermarkets business group

3. Enterprises and institutions, conference (group consumption) business group

4. Hotels, hotels and high-end entertainment places business group

5. Powerful grocery stores. Public Tea Shop Group

The above six business groups strive to expand their business in an all-round way within three months and quickly occupy the market, and at the same time cooperate with various promotional means and advertising.

VIII. Promotion planning scheme

I) Publicity of Pu 'er tea culture:

Pu 'er tea has evolved from the oldest traditional handmade technology to the modern advanced scientific tea-making technology; It has gone through a long historical period from the ancient "eight-color tribute tea", "golden melon tea" and "golden melon tribute tea" to the present "Nannuo Baihao" and "Daughter tea". It is an outstanding representative of Pu 'er tea in ancient and modern times.

2) Pay attention to brand packaging:

Both 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 characters and the arrangement of pictures should depend on the area and shape characteristics of the outer surface of the package, and at the same time, we should pay great attention to the coordination of characters and pictures. Generally speaking, there are several main aspects in the contents of text advertisements on tea commodity packaging:

(1) tea trademarks and names;

(2) Origin of tea:

(3) Briefly introduce the quality characteristics of this tea:

(4) Net weight of tea. Some packaging surfaces are also accompanied by concise instructions on the health care function of tea.

3) strengthen brand promotion: in the specific implementation process of tea promotion, we should pay attention to practical results.

IX. Marketing promotion activities

1) Holding a large press conference

A. Inviting target:

national tea experts

product distributors

news media

B. Activity form: The press conference publicly launched the brand image of "Pu 'er Tea" to the public.

C, estimated activity time: mid-April, 2xx

D, estimated cost: 5, yuan

2) "Pu 'er tea" product promotion meeting

A, invited object:

national tea experts

product distributors

leaders of large and medium-sized shopping malls

B, activity form: products.

C. Estimated activity time: 2xx mid-May

D. Estimated cost: 5, yuan

Advertising is a high-cost promotion method, and whether the promotion result can increase tea sales depends on the advertising effect. The advertising effect includes economic effect (the influence of advertising on tea sales and enterprise profits), social effect (the public's understanding of tea enterprises and tea and the influence of advertising on people's lifestyle and consumption habits) and psychological effect (the psychological effect of customers on advertising), which can be determined by the following formula:

advertising benefit: sales increase/advertising cost increase *1% or advertising benefit.