Marketing scheme of tea

China has a tea culture for thousands of years, and drinking tea has become a necessity in people's lives. Below I will share with you the marketing plan of tea. Please refer to it.

the marketing plan of tea

1. Preface

However, consumers do not have a deep understanding of tea culture. Treating people and guests with tea has become a way of hospitality and handling things. Tea people in China advocate a life style that is natural and extraordinary, so is drinking tea and making tea. Tea is born between the peaks and valleys in Shan Ye, and the spring is exposed in the deep valleys and rocks. Both of them are bred in the beautiful valleys of green hills and become a symbol of being far away from the hubbub and close to nature. Tea is clean, pure and pure, all of which are the tastes people are pursuing. Man and nature have a constant fate of giving up. The pursuit of tea tasting by Mingjia Luquan is to seek lofty artistic conception and harmony in tranquility and indifference, simplicity and frankness. Interesting in the pot? In the process of making tea, it is an extraordinary spirit and a high-level aesthetic exploration for both tea and water and for people and art. For today's people, drinking a cup of tea is so particular that most of them are difficult to understand. That's because the ancient forms and contents of tea ceremony in China have been lost, and many people don't even know that there is China Tea Ceremony. This product is closely connected with the tea culture in China, and it is in line with the culture in China, showing the difference from other teas, thus opening up a new tea market and promoting the development of the tea industry.

second, the purpose of marketing planning

to break the layout of selling tea in the industry, such as Tieguanyin and Maojian, but to create a brand to give consumers a brand-new understanding of tea. Drinking tea is no longer a habit of life, but has risen to a realm and a taste. Combine tea with people's personality and taste, open a new sales channel and occupy the market.

3. Analysis of marketing environment

(1) Present situation of tea in China

1. As a traditional drink in China, tea consumers are all over the country

2. China's tea production is increasing year by year, and it has won the title of the world's largest tea producer, but the overall quality is not good

3. The marketing strategy of existing tea brands is basically to make a fuss about the brands of tea producing areas. There are few bright spots

(2) disadvantages of tea marketing

1. The six major tea series all continue the traditional production technology, resulting in the same technology and homogeneous products

2. Tea names and packaging are all the same cultural styles, lacking freshness

3. Different degrees of green, bitter, astringent, stuffy and stale. Make young consumers avoid it

4. The antique tea house decoration is extremely disproportionate to the indecent behavior and consumption performance of tea customers

5. The promotion of tea is based on inheriting history and promoting culture. However, the tea culture in China is profound and profound, and it often fails to achieve the expected purpose, which makes consumers confused.

6. Most young consumers think that drinking tea is an outdated behavior

(3) Competition

At present, there is no tea named after China culture in the market, and most of them have regional brands for decades or even hundreds of years, so it is obviously very difficult to promote China's tea culture with regional brands, so once Boran tea enters the market, it will be in a state of no competitors.

(4) sales channels

Most of the tea in the market is sold by small tea houses or retail stores, and the sales channels are single, so it is not appropriate to expand the market scale. Tea is regional, and it is difficult to sell it in large quantities because of the restrictions of transportation and preservation.

Fourth, SWOT analysis

(1) Advantages: This tea directly plays an aspect of China's tea culture, making consumers understand that drinking tea is not only a habit handed down from ancient times, but also a charm embodiment of life realm and human taste. Bo ran? Quiet and indifferent, by the way, it deeply embodies the essence of Taoist culture in China, and it can reflect consumers' rich experiences and unique tastes, whether it is gift giving or discretionary.

(2) Disadvantages

Because this tea has just entered the market, consumers' cognitive level must not be very high, so a lot of manpower and material resources should be invested in publicity, and the previous market research work is also indispensable. Generally speaking, publicity is still the top priority of sales.

(3) Probability

With the improvement of people's quality of life and the constant change of life taste, consumers' pursuit of spirit is also extremely urgent, so face consumption has gradually become a new consumption mode. Consumers no longer pay attention to the quality, price or practicality of products, but pay more attention to the face value brought by its addition. With the increasing industrial chain in China, people pay more attention to products that can give themselves gold. To sum up, the advent of this tea is still a very broad market.

(4) Threats

In order to better develop the tea industry in China market, some enterprises have begun to counter-culturally position the tea market. At this time, the entry of this tea into the market with a brand-new concept of China tea culture is bound to cause quite a stir, and there may be fierce cultural competition.

to sum up, the promotion of this tea should be pre-emptive before any competitors, and occupy the consumption market of tea with preconceived ideas, so as to open up sales.

V. Brand planning

(1) Target market

1. Age: over 35 years old, Male-dominated

2. Income: annual income is more than 2,

3. Occupation: business owner, unit leader, social elite

4. Region: provincial capital cities, special economic zones, municipalities directly under the central government and cities above the second level

5. Use: daily drinking, giving gifts to relatives and friends, honoring the elders and giving gifts to the unit

(2). Positioning the brand with taste and dignity

VI. Marketing strategy

(I) Product positioning

1. What's the difference? Tiankuo, the top gift tea, the consumer group is the king class with top wealth, pursuing the most desirable and beautiful goal.

2. what? Dibo, a high-grade gift tea, is consumed by local rich people, hoping to get respect from society and people around.

3. what? Wufeng, a mid-range gift tea, is consumed by civil servants, managers of enterprises and institutions, executives of private enterprises and top white-collar workers. These people pay attention to quality, brand and grade, frequent visitors to high-end clubs, and experience the leisure and calmness of life after work.

(2) Pricing

1. What is the price? The sky is vast, 888(5g)

2. Dibo, 666(5g)

3. Boran? Rich in things, 188(25g)

(3) Distribution channels

1. Flagship store: consumers

2. Franchise store: consumers

3. Tobacco specialty store: enterprises and institutions, consumers

4. Group purchase dealer: enterprises and institutions

5. Online dealer: consumers

. Online direct sales: enterprises, institutions and consumers

(4) advertising

1. Media advertising

Advertising slogan: quiet and indifferent, natural by the way? Bo ran

2. ground promotion

The image of retail terminal stores is vivid, enriching promotional activities

7. Action plan

(1) The most tasteful Bo ran male selection activity in China

1. Publish and disseminate the information about the selection activity on the Internet, and invite the general public to participate in the suggested assessment standards, thus forming the assessment standards for Bo ran male.

2. According to this standard, the online competition is open. People can sign up for the competition according to this standard, and they can send their self-introduction and special skills display to the enterprise mailbox by submitting.

3. All the contestants will choose the final Bo Rannan through the preliminary competition, semi-final competition and final competition, and the winners will receive exquisite gifts from our company.

(II) In-depth seminar on tea culture

Our company will invite experts on tea culture in China to meet tea friends and exchange views on tea culture in China.

(3)? Borran cup? Tea culture blog contest

VIII. Conclusion

Tea culture in China has a history of thousands of years, and how to make tea sales based on China's cultural tradition is the marketing core of Boran tea. With the life concept of bringing high quality and high taste to consumers, Boran Tea has carried out the above planning scheme, hoping to add new meaning to the ancient tea culture in China and make the tea industry in China develop better and better.

Tea Marketing Plan Part II

1. Reasonable location of tea marketing plan

What is the most important thing in business operation? Earth gas? Popular? This is not superstition. Earth gas? Mainly depends on whether there is a business atmosphere in this place. Is this business atmosphere suitable for the goods we handle? Popular? Mainly refers to whether there are customers in the place where we operate, and whether these customers have psychological motives to buy our goods.

As a special commodity, tea not only has its drinking and health care function, but also reflects its cultural and artistic value. It can make people pure, elegant and return to nature. The choice of tea shops should be summarized according to the characteristics of tea. Generally, there are the following areas:

1. Bustling business centers: these areas have strong business atmosphere, large passenger flow, complex shopping levels, high purchase frequency and strong demands from consumers. However, the cost of house price or rent is relatively high, and the competition is particularly fierce. Therefore, before entering, you must carefully consider whether you have the manpower, financial resources and material resources, and if you have the conditions, enter? Business center? Of course, what is preemption? Commanding point? What about it! However, if you don't have the strength, you must not act rashly. These places require high-grade tea, and you should pay attention to the variety of brands and famous teas. Tea sets and tea books related to tea should be matched, such as purple sand, porcelain and glass tea sets.

2. Near hotels and restaurants: Hotels and restaurants are places where business travelers live. Most of them don't bring tea, so they can buy it at any time. Moreover, in order to visit relatives and friends, it is elegant and not vulgar to bring some tea, and restaurants should also use tea. Guests come to make tea? It is the traditional etiquette of China people. It is worthwhile to open a tea shop next to the hotel group, and the rent should not be too high. At the same time, you can rent the management hall of the hotel, which can improve the style and combine it with tea art.

3. Traffic Avenue: These places have a large population flow, mainly to attract customers. Therefore, these places pay attention to the external attraction of tea shops, and the varieties should be novel and the prices should be favorable, which is suitable for some merchants with older brand names and larger intangible assets. It is best for those who have just started to open tea shops blindly.

4. Residential areas: Tea is a necessity for residents' consumption, and the risk of choosing residential areas is generally small, but at the same time, the business styles of tea shops are different for different levels of residents.

a. Old areas: These residential areas have the characteristics of primitive simplicity in China, and have the virtues of hard work and simplicity. Tea should not be too high-grade, but tend to the middle and low grades, and the pursuit of profits should be low. Salespeople should be flexible, pay attention to popularity, and the quality of tea must be stable and the reputation should be good. B. New District: The consumption of this kind of residents is relatively advanced, and their material wealth and spiritual civilization are relatively improved. Operators are required to have a slightly higher grade of tea varieties

, with more varieties and more new varieties to keep up with the new trend of tea varieties.

C. High-grade property area: This kind of people are the people who got rich first after the reform and opening up. They have a high standard of living and a fast pace. To open a tea shop in this area, the taste should be higher and the price should be higher. The salespeople are required to have better quality, exquisite packaging, fast tea packaging, and more high-grade gifts and high-grade tea sets, and the business hours should be longer.

d, industrial residential area: Now some cities have formed an industrial area, such as retired veteran cadres' area, teachers' area and star area. Tea operators should adopt different management styles according to the characteristics of different groups of people.

e, bazaars: these places have a large passenger flow, but most consumers are good shoppers, demanding that tea be affordable, and they can often take preferential measures to promote sales.

f, near the school: intellectuals are the main customers, the facade should not be too luxurious, there should be more varieties, the price must be low, and the salesperson should have rich knowledge of tea.

There are some other places, such as tourist attractions, which are not suitable for large-scale operation, and some commemorative packaged teas should be properly managed.

second, the tea shop decoration of tea marketing planning scheme

the decoration of tea shop mainly highlights the characteristics of tea business and makes customers have a harmonious and beautiful psychology. The decoration of tea shop is divided into external decoration and internal decoration, which mainly attracts customers to browse in the shop, and the internal decoration mainly stimulates customers' purchase motivation.

There are the following elements:

1. External styling: External styling must be prominent? Tea? The characteristics of elegance and purity of heart.

2. Signboards: Signboards are permanent advertisements, which should stimulate consumers' curiosity, arouse consumers' attention, facilitate consumers' memory, and also reflect the style of tea shops. Generally, most tea shops adopt traditional styles, rectangular plaques, with large black paint as the background, gold-plated characters as roll calls, and celebrities are invited to write and carve them, which is solemn and grand; or they can paint them with varnish and use the words inscribed by celebrities. Simple and elegant: In addition, you can use modern decorative materials to make large bright lights inside, and use eye-catching characters outside to form a signboard with modern flavor, depending on the place you operate.

3. Couplets: If you use a good pair of couplets, it can better reflect the cultural and artistic atmosphere of the tea shop.

4. Window: The window is the first exhibition hall of a tea shop, which can directly stimulate consumers' desire to buy. The window should be designed as large as possible, and some attractive tea leaves, such as fresh-keeping tea, scented tea and health tea with loud advertisements, can be placed in it, and some tea sets can be placed in a proper amount. You can soak several cups of tea with good appearance in a transparent glass, and change several varieties every few days. The lights in the window should be brighter, and the tea, tea sets and teas should be displayed.

5. Store door: Try to keep the store door as large as possible, with better lighting, and at the same time, consider safety.

6. External lighting: The external lighting of the tea shop must be bright, preferably white or green, not red. If one or two green spotlights are used, the attraction of the tea shop will be more prominent.

7. Store name: The name of a tea shop mainly reflects the unity of the operator's personality and the harmony of tea culture. A good name is