Tea Marketing Planning Volume I
I. Company Profile xx Tea Industry, while constantly improving its product quality, brand and taste, always takes the business philosophy of doing a good job in tea, step by step, and builds a high-end tea brand, realizing the vision of having tea people in Tang Ming, spreading China and enjoying a world-renowned reputation.
In the eyes of consumers, xx has become synonymous with high-end luxury, strong cultural atmosphere and pure quality! As the mainstream beverage in 2 1 century, tea will have broad opportunities. Comply with the market trend, take it as our responsibility to spread and promote the development of China tea culture, provide high-quality tea and the most professional service for consumers all over the world, and strive to build the brand of green leaf tea fragrance into an aircraft carrier in the tea industry!
Second, the 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 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 do not mean that there is no strong tea brand, which has become an obstacle to the development of tea industry in China. The key to the transformation of famous tea in China tea industry is to strengthen intellectual property rights and brand awareness, so as to form famous tea, famous hometown and complete brand series of China tea industry as soon as possible.
So far, only in X this year, the State Trademark Office first evaluated xx Tieguanyin and xx 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 occupied more than 90% of tea consumption in the north. Now, this proportion has dropped below 60%, and green tea, oolong tea and Pu 'er tea have quickly become the new favorites of consumption in the northern region. At the same time, the development of famous tea has also advanced 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 Kang Hua Tea Co., Ltd. We will grasp this good competitive situation and make full use of our own advantages to develop.
Third, the industry competition analysis
At present, China's tea exports are mainly raw tea, with few independent brands and weak tea enterprises. In order to expand the share of China 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 and create a good business environment for tea enterprises to explore the market. Since the introduction of iced tea by xxx Group in the mid-1990s, 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.
According to the survey, the tea beverage market in China is temporarily monopolized by several large enterprises such as xxx. The reporter confirmed from China Tea Circulation Association that the production and sales of tea drinks will exceed 4 million tons this year, which is expected to increase by about 50% compared with last year, and 80% of the production and sales will be concentrated in several major brands such as xxx. This year, the tea beverage market is still in a monopolistic competition pattern. Nevertheless, the demand of consumers has become diversified at present, especially some young and middle-aged people have a growing preference for tea, and consumers' choices will become diversified in the long run. This provides a favorable opportunity for China tea drinks to explore the market and choose a mate.
Fourth, the goal of website promotion
The primary goal: to build xx leisure teahouse into a professional website with the most development potential by using operable schemes. In 1 year, the daily visits reached 4000, the registered members reached more than 5000, and the customers who patronized this teahouse reached 200 every day. There are more than ten linked websites, and you can log in to the top ten search engine websites.
The ultimate goal: to find accurate visitors, starting from visitors and aiming at the interests of customers, and strive to realize that each visitor can become his own customer or potential consumer and customer. Increase the status of xx in the eyes of consumers, improve its popularity and reputation, establish a good brand image for xx, attract more consumers and increase the sales of tea.
Five, the strategy of website promotion
Here, the website promotion of xx Leisure Teahouse is divided into four stages, each lasting about three months, namely: website planning and construction stage, website publishing initial stage, website growth stage and website stability stage. According to each different period, different marketing schemes have been formulated. Now, our company's specific network marketing plan is as follows:
1. Website planning and construction stage: First, the overall structure of the website should be planned, including the setting of website columns, the layout of web pages, the navigation of the website, the hierarchical structure of the website and other information. Xx website has five first-level columns, and the column level is three. The home page of XX website is simple, clear and classical, and the background color mainly reflects the classical sense. We will list the contents that customers pay attention to in more detail, such as the news of tea industry, the quality and price of the whole evening, so that consumers can find the information they need faster. The second is the content of the website, including all the information that users can perceive through vision or hearing on the Internet, such as words, pictures, videos, audio and so on. Therefore, the core contents of xx website mainly include: teahouse introduction, contact with us, social responsibility, brand introduction and tea culture. The function of the website is to realize the necessary technical support system such as publishing all kinds of information and providing services. To realize the information publishing function of Kang Hua website, it is necessary to show it through company dynamics, media reports, tea information and after-sales service information. To realize the function of online help, technical support of FAQ, problem submission and online timely information is needed.
Then there is the service of the website. The services of xx website include: company information, customer service, FAQ, online question consultation, timely information service, etc. If you want to know the integrity of Kanghua, you can know the company information or ask questions online. In the initial stage of website promotion, Kang Hua's main strategy was email promotion. E-mail is one of the most effective ways of network permission marketing.
Divided into: advertising mail, electronic magazines. The former gets the first attention by widely publishing email information; The latter obtains regular and targeted publicity effects through user permissions, which has a multiplier effect; Xx will send an email newsletter to website registrants every week. Newsletters provide industry news and service information, and link back to the company website. Make an e-magazine every month and send it to members' mailboxes for free. At the same time, put down all kinds of electronic magazine websites for users to download and read for free. At the same time promote the website. Thirdly, it is about the implementation of website optimization design, mainly through the opinions of customers to optimize the website, including the optimization of website content, website structure and website service. Finally, the test and release preparation of the website. The test of Kang Hua website can be conducted through online investigation, online question and answer, offline investigation, etc. The preparation for website publishing mainly includes: planning the ways to establish and promote online brands, promotion expenses and specific promotion methods. In this regard, xx needs further investigation and accounting.
2. Initial stage of website release: You can use the promotion method of search engine. Statistics show that more than 50% of spontaneous visits come from search engines; Filling search engines effectively is one of the necessary means to improve attention; When adding a search engine, we should not only pay attention to the wording and selection of the engine, but also pay attention to tracking the effect of adding it regularly and making reasonable corrections or supplements. The websites of Kang Hua search engines are mainly domestic well-known websites.
3. Website growth period: In the growth period, marketing should formulate and implement more effective and targeted promotion methods. Xx mainly uses the following methods to increase the number of visitors to the website. The first is advertising strategy. Advertising is a powerful means of attention marketing and promotion, including online advertising and below-the-line. Online advertising includes paid advertising, exchange advertising, friendship connection and other methods. Secondly, there are various ways of offline promotion, including: determining the website CI image, promoting logo, word-of-mouth communication, participating in public welfare activities, sponsoring activities, distributing small gifts and leaflets, conducting small-scale market research, and cooperating with relevant units and institutions. ; Such as: funding Hope Primary School, supporting the sponsorship of major universities or social units, and cooperating with public relations companies to establish and maintain the company's good image. In addition, you can also establish an alliance strategy, first of all, realize the exchange of needed goods between similar websites, establish an alliance, and follow me; Secondly, establish website alliances of the same industry (cultural industry) and the same type (interactive community) to promote each other.
Location of Intransitive Verb Website
The positioning of enterprise websites should first be based on the market positioning of their companies. Kang Hua's market positioning is very wide, mainly aimed at friends of all ages who like tea, so it is not limited by age. Because the purpose of establishing a website is to promote the website, increase online and offline products and services, and increase the brand image of the enterprise. The purpose of establishing the site is clear, and then the market of the site should be established.
Xx is a website that mainly promotes products and services and contacts customers, so it needs more users and potential users to visit. This needs to consider the needs of the target audience. According to the actual situation of xx leisure teahouse, it can be analyzed that its consumers mainly hope to get better service. Therefore, website promotion should mainly focus on products and services.
VII. Evaluation of website promotion effect
Track the effect of major website promotion measures, make statistical analysis of website traffic on a regular basis, and cooperate with professional network consulting institutions for network marketing diagnosis when necessary, so as to improve or cancel the effect. Promotion means, increase the proportion of investment in the effective promotion strategy. Specifically, it can be analyzed from the following three aspects:
1, the website is included and ranked by major search engines.
2. The quantity and quality of links obtained from other websites.
3. Website traffic index evaluation.
4. Evaluation of response rate indicators of various online marketing activities.
Tea marketing plan II
First, the theme of the event elite life circle series of activities-discuss the Tao with tea and make friends with tea.
Second, the purpose of the activity
It is often said that friends are made by words and friends by books, but both words and books can be used as media and play an important role in people's communication. In fact, taking tea as a friend has a long history. People open their hearts in discussion and tea tasting, deepen their understanding, and even become tea friends, forming lifelong friendship.
Tea Friends Club has built a communication platform with tea as the medium for customers and friends, which can not only make new friends and appreciate tea culture, but also relax, enjoy the comfort brought by tea from the inside out, put aside troubles and leave laughter here.
III. Purpose of the activity
Through this activity, business owners, financial institutions, xx Teahouse Tea Friends Association and xxxx International can seamlessly connect, provide customers with quality services, increase exchanges between enterprises, enhance brand reputation and customer loyalty, establish and improve customer communication platforms, and provide opportunities for maintaining customer relationships.
Four. Activity process (you can fine-tune the process according to the actual situation of the day)
14: 00— 14: 30: 00 guests sign in.
Tea ceremony and guzheng performance
14: 45 —— 14: 50 host grouping naming.
14: 50 —— 14: 55 Speech by the event organizer.
15: 00 ——15:15 prize-winning tea guessing activity: watching and evaluating tea.
Tea tasting and question and answer for the first time.
15: 30 ——16: 00 prize-winning tea guessing activity: tea tasting and tea guessing.
16: 00 —— 16: 30 the second tea tasting contest.
16: 30 ——16: 45 Prize-winning tea guessing activity: You can know tea by smelling it.
16: 45 ——17:15 three tea tasting competitions.
17:15—17: 30 Team Award
Verb (abbreviation for verb) organizer
Organizer: Tea Friends Association of xx Tea Museum
Special support: xxxx international
Time and scale of intransitive verb activity
20xx xx+04: 00- 17: 30 pm
Participants: about 30 people.
Seven. Venue
Xxxx International Multifunctional Hall
Eight. Activity module
leave out
Nine, intends to participate in the activities of personnel.
leave out
X. Guests invited to perform
Tea ceremony introductory teacher: to be determined
Teacher Guzheng: To be determined.
Teahouse performances: (to be determined)
XI。 publicity programme
1, before the event
One week before the event, Forte Real Estate Center and Hunan Tea Expo Tea Friends Association announced the event through various channels (email, forum, micro-group, QQ group);
One week before the start of the activity, design and make an invitation letter for the activity, including the announcement of the activity notice and the introduction of the activity.
Three days before the start of the activity, the invitation letter will be delivered to the customers to be invited by door-to-door, post and mail.
2. Mid-term activities
On the day of the event, the tea friends of xx Tea Expo Hall took instant pictures, posted them in the WeChat circle of friends and forwarded them.
3. Later activities
On the first day after the event, xxxx, xx Tea Museum, Tea Friends Association, xx International and WeChat platform released the news of the event.
Twelve. highlight
1, a hot field of tea performance, attracting customers' attention.
Accompanied by melodious piano music, elegant tea performance is a way to awaken customers' drowsiness. One is to create a relaxed and natural atmosphere through performance, which is different from the regular lecture activities and gives customers a refreshing feeling.
2. Interactive activities run through.
The design of the event is not a boring one-way push, but a link of inviting customers to interact many times from the beginning of the event, so that the customers and guests participating in the event are always in a state of excitement and high concentration, enhancing the customer's sense of participation and enhancing the interest of the event.
3. Small team design
Grouping customers in a planned way and developing an effective PK group during the activity can not only make customers familiar with and integrate quickly, but also enhance the team consciousness of customers participating in the activity. Employees can also join various teams to establish friendly relations with customers in a relaxed and pleasant atmosphere.
4, the link is compact, leaving no suspense.
The design of each link of the activity is interlocking, and the tea guessing link is also from easy to difficult. Combined with the specification adjustment of gift giving, all activities remain attractive until the end of the activity. All activities will be carefully designed within 2 hours when the customer's attention is highly concentrated.