#Planning# Introduction If we want to do a good job in our sales, a planning book is particularly important and very helpful to our work. The following is a compiled tea marketing plan, welcome to read!

Tea Marketing Planning Book Part 1

1. Company Profile

The xx tea industry is constantly improving the quality, brand, and taste of its products, while always doing it with heart. The business philosophy of Haocha is to build a mid-to-high-end tea brand step by step, to realize the vision of Youmingtang tea people, to spread the fragrance to China and to be famous all over the world.

In the eyes of consumers, xx has become synonymous with high-end nobility, rich culture, and pure quality! As a mainstream beverage in the 21st century, tea will definitely have broad opportunities. Following the market trend, we take it as our mission to spread Chinese tea culture and promote the development of tea culture, provide high-quality tea and the most professional services to global consumers, and strive to build the green leaf tea fragrance brand into an aircraft carrier in the tea field!

2. Market Analysis

Tea is essentially an agricultural and sideline product and should follow the inherent laws of the development of this industry. A realistic path is for the tea area to unify these complicated small brands and focus on cultivating and supporting one or two brands with competitive advantages. In the international tea market, due to the impact of green barriers and brand issues, although my country's tea export volume has been growing, prices have been declining. There are many famous teas in our country, but famous tea does not mean that the lack of strong brands in the tea industry has become an obstacle to the development of our country's tea industry. The key to the Chinese tea industry's efforts to transform famous tea into tea brands is to enhance awareness of intellectual property rights and brand awareness, and to form a complete series of famous teas, famous hometowns, and complete brands in the Chinese tea industry as soon as possible.

So far, only in June this year, the State Trademark Office assessed xx Tieguanyin and xx tea as well-known trademarks in China for the first time. However, tea consumption has moved from tradition to modernity. For a long time, the consumption of scented tea has accounted for more than 90% of tea consumption in the north. Now, this proportion has dropped to less than 60%. Green tea, oolong tea, Pu'er tea, etc. It has quickly become the new consumer favorite in the northern region. At the same time, the development of famous tea is also developing by leaps and bounds. The organic tea craze has also become a hot spot in tea consumption in recent years. In addition, functional health tea has also become a new trend in tea consumption. Therefore, this is a good development opportunity for Huakang Tea Co., Ltd. We will seize this good competitive situation and make full use of our own advantages to develop.

3. Industry competition analysis

At present, my country’s tea exports are mainly raw material tea, with few independent brands, and tea companies are not strong. In order to expand the share of my country’s tea in the international market , To cultivate a broader tea market, the country should establish a tea promotion fund to promote Chinese tea in the global market and create a good operating environment for tea companies to develop markets. Since the xxx Group launched ice tea in the mid-1990s, people have begun to recognize and accept tea drinks. Tea beverages are the fastest growing of all beverage categories. Cities with high GDP per capita are significantly higher than cities with low GDP. Last year, the national market penetration rate of tea drinks reached 32.6%, second only to carbonated drinks and packaged water drinks.

The survey shows that China’s tea beverage market is still dominated by a few large companies such as xxx. The reporter received confirmation from the China Tea Distribution Association that the production and sales of tea beverages this year will be more than 4 million tons, which is expected to increase by about 50% compared with last year, and 80% of the production and sales will be concentrated on several major brands such as xxx. This year, the tea beverage market is still in a monopolistic competition pattern. Despite this, consumer demand has become diversified, especially among young and middle-aged people who have a growing preference for tea. In the long run, consumer choices will become diversified. This provides a favorable opportunity for Chinese tea beverages to develop the market.

IV. The goal of website promotion

Primary goal: Use operable plans to build xx Leisure Tea House into the most professional website with development potential. Within one year, the number of daily visits reached 4,000, the number of registered members reached more than 5,000, and the number of customers visiting the tea house every day reached 200. The number of links to the website exceeds ten, and it can log into ten major search engine websites.

The ultimate goal: to find accurate visitors, everything starts from the visitors, with the interests of the customers as the purpose, and strives to realize that each visitor can become his own customer or potential customer and customer.

Increase the status of xx in the hearts of consumers, improve its visibility and reputation, establish a good brand image for xx and attract more consumers, and increase the sales volume of tea.

5. Website Promotion Strategy

The website promotion of xx Leisure Tea House is divided into four stages, each stage lasts about three months, which are: website planning and construction stage, The initial stage of website release, the website growth period, and the website stability period. Different marketing plans have been formulated for each different period. The specific online marketing plans formulated by our company are as follows:

1. Website planning and construction stage: First, the overall structure of the website should be planned, and the specific It includes the structural representation of information such as website column settings, web page layout, website navigation, and URL hierarchy. The xx website has 5 first-level columns and a third-level column level. The homepage of the website is mainly simple, clear and classical. Its background color also mainly reflects the classical feeling. We will be more detailed about the content that customers focus on. Lists, such as tea industry news, quality and price all night long, are designed to allow consumers to find the information they need faster. The second is the content of the website. The content of the website includes all information that can be perceived by users through vision or hearing on the Internet, such as text, pictures, videos, and audios. Therefore, the core content of the xx website mainly includes: tea house introduction, contact us, social responsibility, brand introduction, and tea culture. The function of the website is to realize the necessary technical support system for publishing various information and providing services. If we want to realize the information release function of Huakang website, it must be expressed through company news, media reports, tea information, after-sales service information, etc. To realize the function of online help, you need technical support of FAQ, problem submission, and online timely information.

Then comes the website services. xx website services include: company information, customer service, FAQs, online question consultation, timely information services, etc. If you want to know the integrity status of Huakang, you can go through Learn about the company or ask questions online. Huakang's main strategy in the initial stage of website promotion is email promotion. Email is one of the most effective online permission marketing methods.

It is divided into two types: advertising emails and electronic magazines. The former obtains first attention by publishing email information widely; the latter obtains regular and targeted publicity effects through user permission, achieving twice the result with half the effort; xx will send email newsletters (E-mailNewsletter) to website registrants every week. The newsletter provides industry news and service information and links back to the company website. An e-magazine is produced every month and sent to members' e-mails for free. At the same time, various e-magazine websites are opened for free for netizens to download and read. Also promote the website. Thirdly, it is about the implementation of website optimization design. This aspect mainly optimizes the website through customer opinions, which mainly includes the optimization of website content, website structure and website service optimization. The last step is the preparation for website testing and release. The Huakang website can be tested through online surveys, online Q&A, and offline surveys. Preparations for website release mainly include: planned ways to establish and promote online brands, promotion costs, and specific promotion methods: In this regard, xx still needs further investigation, research and accounting.

2. In the early stage of website launch: search engine promotion methods can be used. Statistics show that more than 50% of spontaneous visits come from search engines; effectively adding search engines is one of the necessary means of attention promotion. 1. When adding search engines, you must not only pay attention to wording and choose a good engine, but also pay attention to regularly tracking the effect of adding, and make reasonable corrections or additions; Huakang search engine websites are mainly nationally well-known websites.

3. The growth period of the website: Marketing in the growth period should develop and implement more effective and targeted promotion methods. xx mainly uses the following methods to increase website visits.

The first is advertising strategy. Advertising is a powerful means of attention marketing and promotion, including online advertising and offline advertising. Online includes paid advertising, exchange advertising, friendly connections and other methods; secondly, offline promotion. There are various methods of offline promotion. In addition to advertising, it also includes: determining the CI image of the website, publicity logo, word-of-mouth communication, participating in charity activities, sponsoring events, distributing small gifts and leaflets, conducting small market surveys, cooperation with relevant units and institutions, etc.; such as: funding Hope Primary School, supporting major universities Or sponsor activities of social units, and cooperate with public relations companies to establish and maintain a good image of the company. In addition, you can also establish an alliance strategy. First, you can realize the exchange of needs between similar websites, establish an alliance, and follow my lead; secondly, establish an alliance of websites in the same industry (cultural industry) and the same type (interactive community) to promote each other. Promote each other.

6. Website positioning

The positioning of a corporate website must first be based on the company’s market positioning. Huakang Company’s market positioning is very broad, mainly targeting tea-loving people of all ages. friends, so it has no age limit. Because the purpose of establishing a website is to promote the website, increase online and offline products and services, and increase the company's brand image. After clarifying the purpose of establishing the site, the next step is to establish the market for the site.

xx is a site based on promoting products and services and contacting customers, so it needs to be visited by more users and potential users. This requires considering the needs of target visitors. According to the actual situation of xx Leisure Tea House, it can be analyzed that its consumers mainly want to get better services. Therefore, website promotion should mainly highlight product and service aspects.

7. Evaluation of the effectiveness of website promotion

Track the effectiveness of major website promotion measures, conduct statistical analysis of website traffic on a regular basis, and cooperate with professional network consulting agencies to conduct online marketing diagnosis when necessary , the improvement or cancellation effect is not good. Promotion means, increase the proportion of investment in promotion strategies with obvious results. Specifically, it can be analyzed from the following three aspects:

1. The website is included and ranked by various major search engines.

2. Obtain the quantity and quality of links from other websites.

3. Evaluation of website traffic indicators.

4. Evaluation of response rate indicators of various online marketing activities.

Tea Marketing Planning Book Part 2

1. Activity Theme

Elite Life Circle Series Activities - Drinking Tea and Discussing Taoism, Meeting Friends with Tea

2. Purpose of the activity

People often say that writing makes friends and books make friends. This means that both writing and books can be used as media and have played an important role in people's mutual interactions. In fact, tea has a long history of making friends. People open their hearts and deepen their understanding through tea discussion and tea tasting, and even become tea friends and form lifelong friendships.

The exclusive tea club has built a communication platform using tea as a medium for customers and friends. Not only can they make new friends and understand the tea culture, but they can also relax and enjoy the tea that brings them from the inside out. The comfort here puts aside worries and leaves behind laughter.

3. Purpose of the event

Through this event, business owners, financial institutions, xx Tea Museum Tea Club, and xxxx International can achieve seamless connection and provide customers with high-quality services , increase communication between enterprises, enhance brand reputation and customer loyalty, and at the same time establish and improve a customer communication platform, providing opportunities to maintain customer relationships.

IV. Activity process (the process may be fine-tuned according to the actual situation on the day)

14:00-14:30 Guest check-in

14:35-14 : 45 Tea Art and Guzheng Performance

14:45-14:50 Host enters and names groups

14:50-14:55 Speech by the organizer of the event

15:00-15:15 Tea guessing activity with prizes: tea identification

15:15-15:45 First tea tasting and competition

15: 30-16:00 Tea guessing activity with prizes: tea tasting

16:00-16:30 Second tea tasting and competition

16:30-16 : 45 Tea Guessing Activity with Prizes: Smell the Tea and Know the Tea

16:45-17:15 The third tea tasting and competition

17:15-17:30 Team Awards

5. Sponsor

Sponsor: xx Tea Museum Tea Club

Special support: xxxx International

6. Activities Time and scale

14:00-17:30 pm on xx, xx, 20xx

Participants: about 30 people

7. Event location

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xxxx International Multi-Function Hall

8. Activity Modules

Omitted

9. Personnel to participate in the activities

Omitted

10. Guest performers to be invited

Tea ceremony introduction teacher: to be determined

Guzheng teacher: to be determined

Each tea ceremony performance: (to be determined)

11. Publicity plan

1. Early stage of the event

One week before the event, the Forte Real Estate Center and the Hunan Tea Museum Tea Friends will pass various Preview the event through various channels (email, forum, micro-group, QQ group);

One week before the event, design and produce event invitations, including event notices, event introductions, etc.;

< p> Three days before the event, the invitation letter will be sent to the proposed invitation customers through door-to-door, postal, email, etc.

2. Mid-term event

On the day of the event, xx Tea Expo The tea friends of the museum take real-time pictures, publish and forward them in WeChat Moments

3. Later stage of the event

On the first day after the event, xxxx, xx Tea Museum and Tea Friends Association, xx I publish event news on international and WeChat platforms

12. Highlights

1. Tea art performance is a hot spot to attract customers’ attention

Beautiful tea art performance The melodious sound of the piano is a way to wake up customers from sleepiness. The performance first creates a relaxed and natural atmosphere, which is different from conventional lecture activities and gives customers a refreshing feeling.

2. Interactive activities throughout Guests are always in a state of excitement and high concentration, which enhances customer participation and makes the event more interesting.

3. Small team design

Group customers in a planned manner and carry out effective group PK during the activity, which not only quickly makes customers familiar with each other and integrates, but also It can enhance the team awareness of customers participating in activities, and staff can also join each team to establish friendly relationships with customers in a relaxed and pleasant atmosphere.

4. The links are compact and leave suspense

The design of each section of the event is interlocking, and the tea guessing link also goes from easy to difficult, combined with the adjustment of the specifications of gift giving, to make each activity All remain attractive until the end of the event. All activities will be compactly designed within the 2 hours when customers are highly focused.