Planning scheme of tea marketing activities

In order to ensure the effective implementation of activities, it is usually required to make an activity plan in advance. An activity plan refers to a written plan, detailed rules and steps for implementing specific actions for an activity. How should the activity plan be made? The following is my tea marketing plan for everyone. Welcome to share.

I. Company Profile

Xishuangbanna Changtai Tea Shop Co., Ltd. was formally established in 1998, formerly known as "Yi Wu Sanhe Tea Club" founded in the Republic of China. 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".

The registered trademark of Xishuangbanna Changtai Tea Shop Co., Ltd. is "Yichangnuo". . "Yichang" Pu 'er tea has absorbed the tea-making experience of traditional Pu 'er tea, and is made entirely of plump and stout bud leaves of ancient tea trees growing in the virgin forest of "Six Ancient Tea Mountains". Yichang has 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

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, no one has me". Under the guidance of the concept of market economy, Changtai Tea Company uses marketing mix and adopts various strategies and means to occupy the target market according to the positioning of Pu 'er tea and the situation of consumers, so that consumers can enjoy the elegance of Pu 'er tea as soon as possible, and strive to increase the popularity among the target consumers in the market to 65,438+000%, the reputation and trust reach 90%, and the annual sales volume will double.

Third, 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, 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. In the middle of 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 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: there are many brands and few well-known brands, and there is no world-class brand like Lipton; 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) Disordered management of the industry: 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 of research on peripheral equipment of coffee, and tea is always a pot and a cup. The research topic of tea machinery and tea processing in the "Seven Questions Five" and "Eighth Five-Year Plan" National Natural Science Foundation 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. The high-quality Pu 'er tea series launched by Xishuangbanna Changtai Tea Company is mainly aimed at tea lovers, personnel of institutions and intellectuals with certain consumption levels. 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, medium and high-end entertainment places, and group consumption dominated by personnel of government agencies, 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 high-end products, strengthen the brand awareness of "Pu 'er tea" and attract consumers through brand strategy. On the other hand, it faces ordinary 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 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; It has gone through a long historical period from eight-color tribute tea, golden melon tea and golden melon tribute tea in ancient times to Nannuo Bai Hao and Daughter tea now. 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: Publicly introduce the brand image of Pu 'er tea to the public at the press conference.

C Estimated activity time: 20xx mid-April.

D. estimated cost: 50,000 yuan.

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

A. Invitee: national tea experts.

Product distributor

Person in charge of large and medium-sized shopping malls

B. Activity form: tea tasting, introducing the main characteristics of Pu 'er tea compared with the top ten famous teas in China.

C. Estimated activity time: 20xx mid-May

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 with industry and commerce, technical supervision, quality inspection, news and other units, jointly 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.