Joke Collection Website - Bulletin headlines - Environmental Analysis of Wanglaoji Herbal Tea
Environmental Analysis of Wanglaoji Herbal Tea
Wang Lao Kat’s marketing environment
1. Micro-marketing environment
1.
Internal environment
It is reported that
Wong Lo Kat Pharmaceuticals has just passed the
2011
Year
January
Month
October 10
The joint venture was completed
After the reelection of the third board of directors,
The fifth generation successor of Wong Lao Kat and
Director of Hong Kong Tongxing Pharmaceuticals
Ms. Wang Jianyi became the chairman of Wong Lao Kat Pharmaceuticals. ,
Mr. Shi Shaobin, deputy general manager of GPHL,
serves as vice chairman and president.
In
2008
December
,
Wanglaoji Pharmaceutical mainly established
"Guangzhou Herbal Tea Key Engineering Technology Research and Development Center"
The center effectively integrates the internal and external aspects of the enterprise
Information,
Strengthen the
research on the material basis,
safety evaluation,
quality standards of herbal tea,
Enable the rapid transformation of scientific research results,
play a leading role in the healthy development of the herbal tea industry
. However, both the Sudan Red incident and the Sanlu milk powder incident highlighted the impact of food source quality control on the quality of finished products.
In view of quality control at the source,
Wanglaoji
Pharmaceutical Industry has specially established a standardized planting base with fixed origins of herbal tea plant raw materials
( GAP
Base
)
It has also gone deep into the main herbal tea producing areas such as Shandong and Jiangsu to learn about the planting process and development of medicinal materials
< p>Carry out safety investigations on the harvesting process, fertilization, and pesticide application. Through on-site evaluation of the origin and suppliers, the origin of plant raw materials is fixed and planting and procurement management are standardized.2.
From the perspective of middlemen:
In promotional activities,
Jiaduobao not only continues to consolidate its reputation< /p>
In addition to the "Jiaduobao Sales Elite Club" using traditional channels,
it has also given full consideration to how to strengthen the development and control of
catering channels,
Promote the "hot pot store market" and "cooperative hotel" plan
choose major hot pot restaurants and restaurants as "Wang Lao Kat sincere cooperation stores", invest
funds and They conduct holiday promotions together.
Because it provides merchants with practical
benefits,
Red Can Wong Lo Kat quickly entered the catering channel,
becoming the main recommendation Drinks
.
3.
From a consumer perspective:
There is no difference between boxed Wong Lo Kat and red can Wong Lao Kat,
Yes
Just different packaging and different prices for the same brand. It is the same product series, there is no essential difference
.
The price difference between boxed Wong Lo Kat and red can Wong Lo Kat is also caused
by the difference in packaging.
Now Wong Lo Kat enjoys
a high reputation
among Chinese consumers, and
relatively wide awareness. When we feel unwell, the first thing we want to drink is
Wong Lo Kat drinks,
especially men who smoke more cigarettes and
drink more alcohol
p>
At that time,
it was obvious that it represented a solution to the problem.
The occurrence of such a thing
is a very lucky and wonderful thing for any enterprise,
because of its
The brand has lived in the hearts of consumers and has become a more meaningful representative.
4.
From the perspective of competitors:
"
Prevent getting angry
”
The beverage market is still in a period of rapid growth,
and has yet to be developed.
Red Can Wong Lo Kat has firmly occupied the position of the leading brand,
becoming
the first choice of consumers, the task of developing categories, Red Can Wong Lo Kat Well deserved, and
only it can withstand the attack of other herbal tea drinks such as King of Fire,
Deng Lao Herbal Tea.
Therefore,
from a strategic perspective, boxed Wong Lo Kat should fully support the development of red can Wong Lao Kat
“
Prevention
p>The drink of fire
”
In the market, you must not set fire in the backyard to compete for the market of the red can of Wong Lo Kat, which will ultimately hinder the market of the red can of Wong Lo Kat. Develop markets.
Although many similar products later appeared on the market
, such as those from Haikou Cannery
"
下火
”
, from a factory in Foshan, Guangdong
“
Denglao herbal tea
”
Wait
Joined the front line of herbal tea drinks,
Even now, it still cannot shake the association between herbal tea and Wong Lao Kat brand
Wong Lao Kat is a herbal tea. Beverages represent status.
5.
From the perspective of the product itself: Boxed Wanglaoji has specific consumer groups and consumption occasions due to different packaging and prices.
Due to the different packaging forms,
there are differences in drinking occasions between boxed Wanglaoji
and red canned Wanglaoji.
The red can of Wonglao Kat is made of red tin can
"
Dress
"
It looks high-end and fashionable. It can meet the etiquette needs of Chinese people and can be used as a drink for friends
gatherings, banquets and other social occasions, so it performs well in the catering channel.
Boxed Wong Lo Kat is packaged in cartons. It is light in weight and has poor packaging texture. It does not
reflect its grade and cannot be compared with the red can. Wanglaoji competes in the catering channel.
However, in the ready-to-drink
(small packaging drinks that are convenient to carry, open and drink immediately) and home consumption (non-social occasions) market
On the market, the retail price of a red can of Wong Lo Kat is
3.5
yuan. Compared with other beverages in the same packaging format on the market,
The price is relatively high and cannot meet the needs of price-sensitive and income-limited consumer groups (such as students, etc.). The retail price of boxed Wong Lo Kat is
2
yuan per box
In other words,
is undoubtedly the best choice
. Moreover, in the home consumer market, bulk purchases are the main focus, and people drink beverages at home.
There is no need for pomp or face. On the premise of good quality, the price is low
Key considerations when buying for a home. Therefore, in the ready-to-drink and home consumption markets, boxed Wanglaoji has obvious advantages.
6.
Public Perspective
:
Guangzhou people like to drink herbal tea, especially in the summer. A cup of herbal tea will be in your mouth.< /p>
Immediately produce fluid, quench thirst, feel cool and comfortable. And a bowl of sweet and bitter herbal tea
"
Wong Lao Kat
"
can even more
relieve the heat It relieves sleepiness, removes dampness and clears away heat, and specializes in treating stagnant dampness and heat, dry mouth and red urine, sore throat, fever, and colds in all four seasons. No wonder it is called
"
The King of Guangdong Herbal Tea
"
. Many families will tell their children from time to time on weekdays
to go to the herbal tea stall on the street to drink a bowl
"
Wong Lao Kat
"
To eliminate heat stagnation, or buy some herbal tea bags
Keep them at home to ensure safety. Even some overseas Chinese who return to their hometowns to visit relatives also buy some
"
Wong Lao Kat
"
Take
abroad and let your relatives and friends who have lived overseas for a long time try Yangcheng when they have headaches and fever
"
The efficacy of Wong Lao Kat
"
.
Since then, Wanglaoji has not only sold herbal tea, but also prepared herbal medicine into medicine bags, which is convenient for customers to carry out.
Traveling far away. Wong Lao Kat herbal tea was spread from ten to ten, and it gained word-of-mouth and benefited everyone. Until today, it has remained popular for a long time.
2. Macro marketing environment
1
.
Economic environment
Wanglaoji herbal tea has achieved rapid development
,
After the successful application
. In just five years
,
herbal tea has spread from a corner of Lingnan to the whole country and the world.
Data disclosed by the Guangdong Provincial Food Industry Association also shows that
,
The year when herbal tea was included in the heritage list
2006
Year
herbal tea beverage production achieved rapid growth
,
reaching nearly
400
ten thousand tons< /p>
,
As of
2010
, the annual sales volume of herbal tea has increased to
< p>600Ten thousand tons.
The intangible cultural heritage brands headed by the red can of Wanglaoji have always
secured a market share of nearly
90%
. In recent years, the plant beverage market, represented by Guangdong herbal tea, is developing rapidly.
Compared with the small business ten years ago,
it is now
A huge beverage industry with annual sales of nearly
20 billion
billion.
Wong Lo Kat beverage sales volume over the years
2002
2003
2004
2005
2006
2007< /p>
Year
2008
Year
2009
Year
1.8
100 million yuan
6
100 million yuan
14.3
100 million yuan
25
p>100 million yuan
40
100 million yuan
90
100 million yuan
150< /p>
100 million yuan
170
100 million yuan
(including
2005-2009
Annual consumption includes boxed packaging)
2.
Social and cultural environment:
“
Comprehensive understanding of the social culture of herbal tea , social progress, human
The core value orientation of human development
,
The whole industry unites to study herbal tea culture and industrial development
Connotation,
Value and responsibility
,
Promote the common prosperity of the industry
,
< p>It is of great significance"
The summit was hosted by Zhang Junxiu, President of the Guangdong Food Industry Association.
Senior cultural, historical and archaeological expert,
Mai Yinghao, lifelong honorary director of Guangzhou Municipal Museum
believes
: “
< p>Herbal tea has become a root for Lingnan people and Chinese people to maintain a harmonious coexistence between people and between people and nature.,
It is both medicine and food. The best carrier of source theory
.
It embodies the popularization, popularization and joint efforts of all parties in China
,
especially Lingnan food culture
: "
Cool< /p>
Tea Convention
”
Building an industrial blueprint
3.
Science and technology environment:
1
Monday
25
, national
863
planned project———— "Functional
Food Safety Evaluation and Functional Factor Key Detection Technology"
was officially launched in Guangzhou,
Guangdong
herbal tea representative One of the boxed Wanglaoji was announced to be officially selected into the National High-tech Research and Development Plan
(863
Plan
)< /p>
. In
2008
Jiaduobao took advantage of the Olympic Games
,
on the Hudson River in New York
The advertising slogan
"
Beijing welcomes you
"
,
Strive to let the world know about Wong Lo Kat
,
Understand China's
national beverage
,
Understand Chinese traditional culture.
2010
year
9
month
,
Red Can Wong Lo Kat Won the
"
Food
Oscar of Food
"
"
Global Food Industry Award
",
won high praise from the international experts on the jury
.
This not only shows that Wong Lao Kat’s product production technology has fully reached the internationally advanced
level
,
more importantly, Wong Lao Kat’s inheritance and It promotes the health culture of herbal tea
,
and spreads the nation’s dietary science and culture to the general public
,< /p>
It is an enhancement of the international influence of Chinese national beverage brands and Chinese food
culture
,
declaring to uphold the essence of Chinese culture Herbal tea has been recognized by the world
.
In the same year,
Wanglaoji Pharmaceutical established the "Guangzhou Herbal Tea Key Engineering Technology
Research and Development Center"
. By effectively integrating the company's internal and external data, the center
strengthens
herbal tea material foundation,
safety evaluation,
quality Standard research,
enables rapid transformation of scientific research results,
plays a leading role in the healthy development of the herbal tea industry
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