Tea Marketing Planning Plan (1)

1. Company Profile

Xishuangbanna Changtai Tea Co., Ltd. was formally established in 1998. Its predecessor was established in "Yiwu Sanhe Tea House" during the Republic of China. There are three branches under it, Yiwu Branch, Dadugang Shuanggang Tea Farm and Jinggu Hengfengyuan Tea Shop. The company has preliminary tea workshops, exquisite tea workshops, Pu'er tea workshops, small packaging workshops, handmade famous tea workshops, 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 Xishuangbanna Changtai Tea Co., Ltd. is "Yichanghao". "Yichanghao" Pu'er tea draws on the traditional Pu'er tea making experience of previous generations 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". "Yichanghao" has more than 50 varieties of Pu'er tea and green tea series. At present, Yichanghao tea has been sold to Hong Kong, Southeast Asia, South Korea, Japan, Taiwan, Shenzhen, Guangdong and other places.

2. Planning purpose

The "Yichanghao" brand series of tea of ??Xishuangbanna Changtai Tea Co., Ltd. adheres to the business philosophy of "I have what others don't have, and I have essence when others have" to meet the needs of everyone. consumer demand. Under the guidance of the concept of market economy, the marketing of Changtai Tea Co., Ltd. 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 it as early as possible The style of "Pu'er tea" strives to increase its popularity to 100% among the target consumer groups in the market, its reputation and trust to reach 90%, 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 Xishuangbanna 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 historical 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 Xikang to trade with 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 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, and Yiwu to Simao Road. This road is the main road, and Yiwu also takes this road to Yibang, Mangzhi, and Gedeng. 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's reign (AD 1845), the ancient tea horse road made of stone slabs ran from Kunming 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 the Tea Mountains specializing in the purchase, processing, transportation and sales of tea, showing a prosperous scene.

IV. Problems in the market

1) The productivity of tea gardens is low: first, there are few improved asexual varieties; second, there are few tea gardens in high-quality tea-producing areas in the mountains; third, the existing tea gardens are not fertilized due to poor cultivation levels. Low, dispersion, aging, abandonment and other serious phenomena.

2) Tea factory productivity is low: Because the tea factory is small in scale, has 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 does not have market information guidance, there is no unimpeded sales channel, 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 famous brands, and there is no world-class brand like "Lipton"; product quality is poor, raw materials are poor, and sensory quality is poor; inferior products are passed off as good, and fake products are passed off as genuine. , sanitary indicators are unqualified, and pesticide residues exceed standards.

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, and existing enterprises cannot realize their potential.

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 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. Hunan Tea Research Institute has a history of more than 70 years, more than 70 scientific and technical 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 offices, large and medium-sized enterprise personnel, and conferences Group consumption.

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 methods

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 Team

3. Business team for enterprises, institutions, conferences (group consumption)

4. Business team 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 Comprehensively expand 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 tea-making craftsmanship; from the ancient “eight It has gone through a long history from "Se Gong 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. Invitees: National tea experts

Products Distributors

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: National 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, the main characteristics of "Pu'er tea" will be introduced compared 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 understanding 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 industry and commerce, 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.

Tea marketing planning plan (2)

1. Company profile:

Huakang Tea Co., Ltd. Youmingtang tea industry originated from the Tieguanyin family in Anxi , inheriting the tea-making craftsmanship of generations of tea masters, adhering to the fine traditions of diligence, sincerity, simplicity and truthfulness from our ancestors, pursuing the tea-making method of integrating heaven, earth and man, and making tea with heart.

Huakang Tea Co., Ltd. was established in the early 1990s, based in Xiamen, spreading the fragrance to China, recruiting talents, and carrying the ideal of promoting the family Tieguanyin in Anxi County, the birthplace of Tieguanyin. Xiping Town has established a standardized tea base and processing production line, implemented traditional technology, combined with modern technology, large-scale production, and branded operation strategies. After more than ten years of development, Mingtang products are now well-known in the industry and have become mid- to high-end tea. Representatives of the company have tea distribution outlets all over the country and Southeast Asian countries.

Huakang Tea Industry is constantly improving the quality, brand, and taste of its products. At the same time, it always adheres to the business philosophy of making good tea with heart, one step at a time, building a mid-to-high-end tea industry brand, and realizing the vision of Youmingtang Tea People. , the fragrance spreads to China and is famous all over the world.

In the eyes of consumers, Huakang 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 the highest 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!

1. 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 famous brands. The lack of strong brands in the tea industry has become an obstacle to the development of our country's tea industry. The Chinese tea industry must intensify efforts to transform famous tea into famous brands. The key is to enhance awareness of intellectual property rights and brand awareness, and form a complete brand series of famous teas, famous hometowns and famous brands in the Chinese tea industry as soon as possible.

So far, only in January this year, the State Trademark Office assessed Anxi Tieguanyin and Tianfu Tea as well-known trademarks in China for the first time. However, tea consumption has moved from "traditional" to "modern". For a long period of time, the consumption of scented tea has accounted for more than 90% of the tea consumption in the north; but now, this proportion has dropped to less than 60%, with green tea and oolong tea , Pu'er tea, etc. have quickly become the new favorites of consumption in the northern region. At the same time, the development of famous tea is also developing by leaps and bounds. The craze for organic tea 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.

2. 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 Rising Sun Group launched iced 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.

Surveys show that China’s tea beverage market is still dominated by a few large companies such as Uni-President and Master Kong. 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% over last year, and 80% of the production and sales will be concentrated on several major brands such as Master Kong, Uni-President, and Wahaha. . 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. Goals for website promotion:

Primary goal: Use operable plans to build Huakang Leisure Tea House into the most professional, comprehensive and potential website. website. 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 Huakang's status in the hearts of consumers, improve its popularity and reputation, establish a good brand image for Huakang, attract more consumers, and increase the sales volume of tea.

Tea Marketing Planning Plan (3)

Foreword: With the continuous improvement of people’s living standards, drinking tea has become more and more a fashion and 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 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 very large, so the sales of tea will be more intense.

One: Theme of the event: Passionate Summer, Healthy Drinking Tea

Two: 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 moral character, which is conducive to the balance of people's mentality, solves the spiritual confusion of modern people, and improves people's cultural quality, so it spreads and promote the tea culture of the Chinese nation, which can enhance the understanding of tea culture among the broad masses of people, and can also enhance the spiritual realm of consumers

Second: At the same time, it also makes everyone feel relaxed and happy in this hot summer , 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 The peak season for beverage consumption is about to enter, and tea has the function of relieving heat, etc.

3 At the same time, the products are diversified and the functions are diversified (weight loss, beauty, heatstroke prevention and 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

p>

1. We are not majoring in marketing, so we may not know much about marketing knowledge

2. For more traditional objects, consumers may be more curious about them. There are difficulties, so investment needs to be cautious

3. The competitors (commercial streets, grid stores) are relatively strong, and their market share is relatively large, losing the opportunity to seize the market

< p>　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 tea varieties

(3) O/T-opportunities and threats

< p>Opportunity: With the arrival of summer, tea is a more natural, healthy, refreshing and refreshing green drink

Threat: Because there are too many drinks in the market, It has similar functions to tea and has a substitute effect on tea, which may affect its sales

IV. 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

< p> 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.