Enterprise marketing success, marketing failure. Therefore, a successful marketing plan is very important. Let's take a look at the marketing plan of tea:
20 17 Foreword of tea marketing planning: 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 cheer up, but also chew slowly and enjoy 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.
One: Activity theme: passionate summer, healthy tea.
Two: 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.
Second: At the same time, it also makes everyone feel relaxed and happy in this hot summer, and 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.
S- advantage
1 Everyone has a general understanding of the function of tea, which can reduce publicity and save a lot of time.
Immediately enter the peak season of beverage consumption, tea has the effect of cooling off summer heat.
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.
It is convenient to eat and can be brewed with hot water.
(b) 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.
Fourth, the 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 achieve better promotion, a large number of small packaged drinks will be put in for trial drinking, which will cost about 20 yuan, and at the same time, activities such as buying gifts, attaching samples and offering discounts are expected to be 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.
20 17 tea marketing plan chapter 21 company profile
XX Tea Co., Ltd. was formally established in 1998, and its predecessor was? Yiwu Sanhe Teahouse? . There are three subsidiaries, First Five Branch, Dadugang Shuanggang Tea Farm and Jinggu Hengfengyuan Tea Shop. The company has a primary tea workshop, a refined tea workshop, a Pu 'er tea workshop, a small packaging workshop and a 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".
What is the registered trademark of XX Tea Co., Ltd.? Yichang? . ? Yichang? Pu 'er tea has absorbed the tea-making experience of traditional Pu 'er tea and is completely grown in? Six ancient tea mountains? It is made of thick buds and leaves of ancient tea trees in virgin forests. ? Yichang? * * * More than 50 varieties of Pu 'er tea and green tea series. At present, Yichang tea has been sold to Hongkong, Southeast Asia, South Korea and Japan, Taiwan Province Province, Shenzhen, Guangdong and other places.
Second, the planning purpose
XX tea co., ltd? Yichang? Brand series tea? People don't have me, people have my essence? To meet the needs of consumers. Under the guidance of the concept of market economy, what is the marketing basis of Changtai tea shop? Pu 'er tea? The positioning of tea and the situation of consumers, the use of marketing mix, and the adoption of various strategies and means to occupy the target market so that consumers can taste it as soon as possible? Pu 'er tea? Strive to increase the popularity among market target consumers to 100%, the reputation and trust will reach 90%, and the annual sales will double.
Third, the history of Pu 'er tea
Pu 'er tea is located in the ancient area of Xishuangbanna. Six tea mountains? 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. Middle Qing Dynasty, ancient times? Six tea mountains? In its heyday, its products were exported to Sichuan, Tibet, Nanyang and other places. Since then, Pu 'er tea has become famous at home and abroad, and the road to export Pu 'er tea is the ancient tea-horse road in history. 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, Chongqing and Beijing in Sichuan. 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 Kunming to Yibang via Simao, passing through the overpass on the Mill River, and then to the ancient tea-horse road inlaid with stone slabs in Mansha and Yiwu, it is 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) the productivity of tea garden 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 planting, the existing tea gardens are scattered, aging and abandoned seriously.
2) Low productivity of tea factory: Due to the small scale, poor equipment, low degree of automation and informatization and weak competitive strength of tea factory. Strangely, the size of the tea factory is still shrinking.
3) Insufficient market construction: Because the products are not guided by market information and there are no smooth sales channels, blind planting and production lead to 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 competition: many brands, few famous brands and no image? Lipton? Such a world-class brand; Poor product quality, poor raw materials and poor sensory quality; Shoddy, fake, substandard health indicators, pesticide residues exceeded the standard.
5) Low management level: 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) The management of the industry is out of order: At present, the tea industry seems to be a pure free market economy, letting itself go.
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 compare with coffee? Look at the increase in research on peripheral equipment of coffee, and tea is always a pot and a cup. ? What are five of the seven questions? 、? Eight-five? The research topic of the National Natural Science Foundation on tea machinery and tea processing is zero. Hunan Tea Research Institute has a history of more than 70 years, more than 70 scientific and technological 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. XX Tea Company launched? Pu 'er tea? The series of high-quality tea products are mainly aimed at tea lovers, government officials, enterprises and institutions, intellectuals and other groups with certain consumption levels. From where? Pu 'er tea? As far as the consumption level 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 mainly involving personnel from institutions, 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 middle and high-grade products and become stronger. Pu 'er tea? On the one hand, this brand awareness attracts consumers through brand strategy, on the other hand, it faces the general public 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? Pu 'er tea? Product positioning and consumer groups (places), the salesman is 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 developed from the oldest traditional handicraft to modern advanced scientific tea-making technology; Ancient? Eight-color tribute tea? 、? Cucumber tea? 、? Golden melon tribute tea? Is it here now? Nannuo Bai Hao? 、? Daughter tea? After a long history. 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.
A. Invitee: national tea experts.
Product distributor
news media
B. Activity form: Press conference will be released to the public? Pu 'er tea? Brand image.
C Estimated activity time: 2065438+mid-April 2007.
D. estimated cost: 50,000 yuan.
2) hold？ Pu 'er tea? Product promotion meeting
A. Invitee: national tea experts.
Product distributor
Person in charge of large and medium-sized shopping malls
B. Activity form: tea party form, introduction? Pu 'er tea? Compared with the top ten famous teas in China, its main feature is beauty.
C. Expected activity time: mid-May 2004
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.
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