Tea marketing planning scheme

tea marketing planning scheme (I)

I. Company profile

Xishuangbanna Changtai Tea Store Co., Ltd. was formally established in 1998, and its predecessor was "Yi Wu Sanhe Tea Club" established in the Republic of China. There are three subsidiaries, Yi Wu 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 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 Xishuangbanna Changtai Tea Shop Co., Ltd. is "YichangNo.". "Yichang" Pu 'er tea has absorbed 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". "Yichang" * * * has more than 5 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, Shenzhen, Guangdong and other places.

II. Planning Purpose

The "Yichanghao" brand series tea of Xishuangbanna Changtai Tea Store Co., Ltd. meets the needs of consumers with the business philosophy of "no one has me, and people have me". Under the guidance of the concept of market economy, Changtai Tea Company's marketing is based on the positioning of "Pu 'er tea" and the situation of consumers, using marketing mix and adopting 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 its popularity among the target consumers in the market to 1%, its reputation and trust reach 9%, and its annual sales volume will double.

iii. the history of pu' er tea

pu' er tea is located in the ancient "six tea mountains" in Xishuangbanna. tea trees were planted before the Three Kingdoms. After the Three Kingdoms, tea was used as a commodity for foreign trade, which gradually developed in the Jin Dynasty. Tea commodity bases were formed in the Tang and Song Dynasties, and it was designated as a separate administrative region during the Hongwu period of the 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. 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 and Chongqing in Sichuan to Beijing. Second, Pu 'er goes through Shimonoseki to Lijiang and Xikang Tibet. Three are from Menghai to Daluo, a border port, and then divided into two roads: all the way to Myanmar and Thailand; The second route is via Myanmar to India and Tibet. The fourth one starts from Yi Wu Chashan in Mengla, goes to Fengshali in Laos, goes to Hanoi and then goes 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, Yiwu to the car and then 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 made of stone slabs from Kunming via Simao to Yibang, and then to mansha and Yi Wu was about 2 meters wide and hundreds of kilometers long. In the past, there were many tea shops 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: due to small scale, poor equipment, low degree of automation and informatization, and weak competitive strength. Strangely, the size of tea factories is still shrinking.

3) insufficient market construction: because the 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) The product competition is weak: 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 is like a pure free market economy, letting itself go.

7) There is a serious shortage of talents: as a result of losses in the whole tea industry, professionals are laid off one after another. 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) Lack of 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. Hunan Tea Research Institute has a history of more than 7 years, more than 7 scientific and technological 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 units 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 the categories of consumer industries and places or by regions:

1. Middle-and high-end teahouse 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, Wholesale and retailer business group

6. Tea companies and wholesalers in provinces and cities, and public tea shop group

The above six business groups strive to expand their business in an all-round way and occupy the market quickly within three months, 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 activities

1) Holding a large-scale press conference

a. Inviting object: national tea experts

product distributors

news media

b. Activity form: The press conference publicly promotes the brand image of Pu 'er tea to the public.

C, estimated activity time: 2xx mid-April

D, estimated cost: 5, yuan

2) Hold a promotion meeting of Pu 'er tea products

A, invited object: national tea experts

product dealers

leaders of large and medium-sized shopping malls

B, activity form: tea party.

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.

of course, the promotion effect is also influenced by the comprehensive factors of its promotion combination, and other factors should also be considered when reaching the measurement results. Through comprehensive analysis, it can provide a basis for enterprises to scientifically formulate advertising strategies and adjust advertising ideas.

tea enterprises should also strengthen communication and contact with industry and commerce, technical supervision, quality inspection, news and other units when advertising tea, * * * with anti-counterfeiting and counterfeiting, handle unexpected problems in time to prevent negative effects, strengthen horizontal contact, take the road of strong alliance and complementary advantages, and * * * create a good competitive atmosphere in the tea market.

tea marketing planning scheme (II)

1. Company profile:

Huakang Tea Industry Co., Ltd. Youmingtang Tea Industry originated from Tieguanyin family in Anxi, inheriting the tea-making technology of generations of tea people, adhering to the fine tradition of ancestors' diligence, honesty, simplicity and practicality, pursuing the way of making tea with heaven, earth and people as one, and making tea with heart.

Huakang Tea Industry Co., Ltd. was established in the early 199s, based on Xiamen, spreading the fragrance to China, and recruiting talents. With the ideal of carrying forward Tieguanyin, a standardized tea base and processing line were established in xiping town, Anxi County, the birthplace of Tieguanyin, and traditional techniques were combined with modern techniques to achieve large-scale production and brand operation strategy. After more than ten years of development, Mingtang products are now well-known in the industry and become the representative of middle and high-grade tea.

huakang tea industry is constantly improving the quality, brand and taste of its products, and at the same time, it has always taken the business philosophy of making tea well step by step, creating a mid-to high-end tea brand, realizing the vision of "having tea people in Mingtang", spreading its fragrance to China and enjoying a worldwide reputation.

in the eyes of consumers, Huakang has become synonymous with high-grade luxury, strong cultural flavor and pure quality! As the mainstream beverage in the 21st century, tea will have a broad opportunity. Comply with the market trend, take spreading and promoting the development of tea culture in China as our mission, provide the best quality tea and the most professional service for consumers all over the world, and strive to make the brand of green leaf tea fragrance an aircraft carrier in the tea field!

first, market analysis

tea is essentially an agricultural and sideline product, and it should follow the inherent law 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 fostering one or two brands with competitive advantages. In the international tea market, due to the influence of green barriers and brand problems, although the export volume of tea in China has been increasing, the price is declining. There are many famous teas in China, but famous teas are not equal to famous brands. The lack of strong brands in tea industry has become an obstacle to the development of tea industry in China. The key for China tea industry to intensify the transformation of famous teas into famous brands is to strengthen the awareness of intellectual property rights and brands, and to form a complete brand series of famous teas, famous towns and famous brands in China tea industry as soon as possible.

So far, only in January this year, the State Trademark Office first evaluated Anxi Tieguanyin and Tianfu Tea as well-known trademarks in China. However, tea consumption has moved from "tradition" to "modernity". For a long time, the consumption of scented tea has been occupying more than 9% of the tea consumption share in the north. Now, this proportion has dropped to less than 6%, and green tea, oolong tea, Pu 'er tea and so on have quickly become the new favorites of consumption in the northern region. At the same time, the development of famous tea has also developed by leaps and bounds. Organic tea fever has also become a hot spot of tea consumption in recent years. In addition, functional health tea has also become a new trend of tea consumption. Therefore, this is a good development opportunity for Huakang Tea Co., Ltd.. We will grasp this good competitive situation and make full use of our own advantages to develop.

second, analysis of industry competition

at present, China's tea exports are mainly raw tea, with few independent brands, and the strength of tea enterprises is not strong. In order to expand the share of Chinese tea in the international market and cultivate a broader tea market, the state should establish a tea promotion fund to promote China tea in the global market, so as to create a good business environment for tea enterprises to open up markets. Since the rising sun group introduced iced tea in the mid-199s, people began to recognize and accept tea drinks. Tea drinks are the fastest growing of all beverage categories. Cities with high per capita GDP are significantly higher than those with low per capita 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 the tea beverage market in China is temporarily dominated by Uni-President, Master Kong and other big enterprises. The reporter confirmed from China Tea Circulation Association that the production and sales of tea drinks will be over 4 million tons this year, which is expected to increase by about 5% compared with last year, and 8% of the production and sales will be concentrated in several big brands such as Master Kong, Uni-President and Wahaha. this year