Tea Advertising Plan (1)

Preface:

(A brief introduction to the project)

Now, computer network technology has It has developed rapidly, and e-commerce has also become an important industry with the popularization of computers. With its international informatization and paperless rise, e-commerce has changed the traditional operations of many enterprises. model has also promoted the development of e-commerce. The future business model will also use e-commerce as the main business model. Internet marketing is conducive to improving work efficiency, reducing costs, and increasing the market, so we will promote online marketing, change the marketing model, and more importantly, promote corporate brands and enhance corporate economic interests.

II: Analysis of Internet Market Situation

1. Analysis of Internet Market Prospects

At present, the overall demand of our tea market is oversaturated, and the growth rate of consumption is hell tea production. Capacity expansion speed, the buyer's market characteristics of oversupply appear. Under such circumstances, the main situation of my country's tea market is: 1. There are many types of tea and many companies. There are about thousands of types of tea in my country, and famous tea alone There are about two hundred species. 2. The tea market is poorly managed and has no standards. The large number of tea types and companies has led to a confusing market situation. 3. The strength of the enterprise is weak and the brand awareness is weak. There are a large number of tea companies in our country, but most of them are weak and adopt traditional business models. Tea companies have weak brand awareness. There are less than 1,000 tea companies in my country that have registered their own brands.

2. Analysis of Yifu Tea Online Market Opportunities:

Tea online marketing is a part of the rapid development of today’s e-commerce. Online marketing does not require middlemen to reduce circulation links. More and more people of people like to shop online. Online shopping is convenient and effortless. It is conducive to the development of tea enterprises. Yifu mainly sells Anxi Tieguanyin. Anxi Yifu Tea Factory sells tea directly from the factory. It has its own high mountain ecological tea garden and authentic tea. Conducive to sales.

3. Internet market risk analysis

As for business dealings, the main principle is: integrity. Customer doubts and uncontrollable cognitive errors are important factors affecting sales. Information security requires protecting the confidentiality of business information during the transaction process. Business situations are ever-changing. Once a transaction is concluded, it cannot be denied, otherwise it will affect the interests of one party. In online transactions, pay attention to firewall technology, network anti-virus, information encryption storage, identity authentication, authorization, etc.

Three: Internet market segmentation and target market positioning

1. Customer demand analysis

Customers buy tea partly as gifts for others, so tea The packaging can be set to be nice and generous, highlighting the quality of the field frequency, and at the same time, it is suitable for gifts. Tea leaves are always inseparable from tea sets, and tea leaves can be sold together with tea sets. Some hot-selling teas can be displayed on the website to help customers choose and attract consumers.

2. Market segmentation: Yifu Tea mainly sells Anxi Tieguanyin. People in Quanzhou have the habit of drinking tea, and people also like Yifu’s Tieguanyin. Have a good market share.

3. Internet company positioning

Why is Internet marketing carried out? How to carry out efficient Internet marketing? Is it to establish the brand of the enterprise or just to display products? For Yifu's Internet Marketing positioning, etc., must have a good segmentation and demand, and then make your own personalized tea online marketing website and plan based on relevant functions. Nowadays, corporate websites can be divided into product display type, Internet marketing type, e-commerce type, and service type. Different types have different marketing methods. Therefore, the planning of Internet marketing is One of the core strengths of an excellent online marketing agency

Four online marketing strategy combinations (compared with competitors)

1. Product strategy

The product is the market The primary factor of marketing, companies cannot do without products throughout the entire marketing campaign process.

As consumer demand becomes increasingly personalized, companies should not rush to formulate product strategies. Instead, they should realize direct dialogue between customers and manufacturers through the Internet, produce products and services according to the specific requirements of different customers, and carry out customized marketing.

2. Price strategy:

The formulation of price strategy in online marketing should fully consider the values ????of each consumer and the customer's spending power. Traditional marketing pricing mainly considers the production cost of the product and the price of similar products on the market. However, on the Internet, consumers are basically rational when shopping, and whether the price is appropriate depends on their value concept. Therefore, companies must fully grasp consumers' purchasing information and achieve full communication between both parties.

3. Channel strategy:

Channel is the process of transferring products and services from producers to consumers. Internet marketing allows production companies to face consumers directly, and traditional channels are affected. The corresponding ones will be consignment or sales agents responsible for delivery. Channel strategy solves logistics problems.

4. Promotion strategy:

The core issue of online promotion is how to attract consumers and provide them with product information with valuable incentives.

4. 1. Online discount promotion Discount, also known as discount and discount, is currently the most commonly used promotion method online. Because the current enthusiasm of netizens for online shopping is much lower than that of traditional shopping places such as shopping malls and supermarkets, the prices of online products are generally lower than those sold in traditional ways to attract people to buy.

4. 2. Online gift promotion. Gift promotion is not widely used online at present. Generally speaking, gifts are used when new products are launched for trial use, product updates, against competing brands, and to open up new markets. Promotion can achieve better promotional effects. Advantages of gift promotions: It can increase the visibility of the brand and website; encourage people to visit the website frequently to obtain more preferential information; it can summarize and analyze the marketing effect and the response of the product itself based on the enthusiasm of consumers for additional products.

4. 3. Online lottery promotion Lottery promotion is one of the most widely used forms of promotion online, and it is a promotion method that most websites are willing to adopt. Lottery promotion is the promotion of goods or services by one or several people obtaining prizes that exceed the cost of participating in the event. Online lottery activities are mainly attached to surveys, product sales, expanding user groups, celebrations, promoting certain activities, etc. Consumers or visitors obtain lottery opportunities by filling out questionnaires, registering, purchasing products or participating in online activities.

4. 4. Points promotion The application of points promotion on the Internet is simpler and easier to operate than traditional marketing methods. Online points activities are easy to implement through programming and databases, and the results are highly reliable and relatively simple to operate. Points promotions generally set higher-value prizes, and consumers can increase points to obtain prizes by purchasing multiple times or participating in an event multiple times. Points promotion can increase the number of times Internet users visit the website and participate in certain activities; it can increase Internet users' loyalty to the website; it can increase the visibility of the activity, etc.

Tea Advertising Plan (2)

1. Company Profile

Xishuangbanna Changtai Tea Co., Ltd. was formally established in **, its predecessor was established "Yiwu Sanhe Tea House" during the Republic of China. It has three branches, 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". "Yichang Hao" Pu'er tea draws on the traditional tea-making experience of the predecessors 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 ancient Tea Horse Road in history. 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 means

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 20** Promotion meeting

A. Invitation objects: National tea experts

Product dealers

Persons in charge of large and medium-sized shopping malls

B. Activities Format: In the form of a tea tasting party, introduce the main characteristics of "Pu'er tea" and compare them with the top ten famous teas in China.

C. Estimated event time: mid-May 20**

D. Estimated cost: 50,000 yuan

Advertising is a relatively expensive promotional tool , the results of promotion, whether tea sales can be increased, depend 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 awareness of tea companies and tea, and the impact of advertising on The degree of influence of people's lifestyles and consumption habits), psychological effects (the psychological effect of customers on advertising), are finally expressed in economic effects. The economic effects can be measured by the following formula:

Advertising benefits: increased sales Amount/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 industrial and commercial, 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.