Seek a detailed and feasible marketing plan for Wuyi rock tea.

Tea Marketing Planning 2008-02-23 15:37 Tianbao Rock Tea Marketing Planning (1) 01Wednesday, August 20071:05 In the fierce market competition, it is very important to build a strong brand. Without a brand, there is no competitiveness. Brand is not a simple trademark, a set of symbols or a name, but the sum of all the positive elements that conform to brand growth.

Advertiser: Tianbao Rock Tea

Implementation time: June 5438, 2004+February.

Scope of implementation: Fujian Province

Core strategy: highlight regional uniqueness and establish a new brand concept.

Innovation: Seeking individuality in homogenization and making a mountain out of a molehill.

Xiangcha piaoxiang

-"Tianbaoyan" rural tea brand integration case

Sanming Fisherman Engineering Co., Ltd. selects and delivers

I. Introduction

Tianbao Rock Tea Co., Ltd. was established in 1980. After more than 20 years of development, it now has more than 2,000 acres of tea gardens, with an annual output of more than 200 tons of various famous teas. "Tianbaoyan" brand tea enjoys a certain popularity in a certain range and is a designated tourism product in Yong 'an City. Products are exported to Beijing, Shanghai, Shandong, Guangdong, Anhui, Henan, Hubei and other provinces and cities across the country. However, due to some subjective and objective reasons, most of the sales are still in the stage of selling raw materials, and a small number of packaged teas are not ideal because of the lack of brand culture support.

In the fierce market competition, it is very important to build a strong brand. Without a brand, there is no competitiveness. Brand is not a simple trademark, a group of symbols or a name, but the sum of all the positive elements in line with brand growth. Brand building is a long-term systematic project.

From June 5438 to October 2004 10, the brand of Tianbao Rock Tea was discussed, studied and integrated by Sanming Fisherman Planning Co., Ltd., which made Tianbao Rock Tea, which had been in a corner of Qingshui Town for a long time, grow rapidly and began to move from rural areas to cities, making Tianbao Rock Tea fragrant to thousands of households. The brand changed Tianbaoyan rural tea from "ugly duckling" to "little swan".

Second, correctly analyze the positioning of tea market.

Tea culture has developed for 3,000 years in China, and has gradually become an indispensable part of national culture. With the improvement of living standards, people pay more and more attention to the quality of life, and tea has become one of the essential contents in some people's lives. Nowadays, consumers are not satisfied with the original thirst quenching function, and the way is from "drinking" to "tasting", and the crowd is from small to large. The booming tea market has propped up a sky for the economic and cultural development of China.

World tea looks at China, and China tea looks at Fujian. China is the origin of tea in the world, and it is also the largest tea-producing country in the world, and Fujian tea stands out in China. According to statistics, the tea garden area in Fujian is 130700 hectares, accounting for 1 1.45% of the whole country. Last year, the output of tea was145,700 tons, accounting for 2 1.5% of the whole country, ranking first in all provinces. The yield of tea per mu is 80.8 kg, which is 30% higher than that of the whole country, ranking first in the country. Foreign exchange earned by export is more than $654.38+0 billion, accounting for a quarter of the country; The population engaged in the tea industry in Fujian exceeds 3 million, that is, 10 people in Fujian are engaged in tea planting, processing and business activities. Fujian is a big tea province in China. There are more than 200 kinds of famous teas in Fujian. Apart from Tieguanyin, consumers don't know much about other kinds of tea, and few teas have achieved certain results in brand building. At present, most of the tea products circulating in the market belong to "three noes" products. In particular, the tea exported is mainly in bulk and only used as raw materials for foreign products.

Third, the market overview

1, market overview

Tea consumption in China is in a rapid growth stage. However, at present, there are many problems in the development of tea brands, which are mainly reflected in the emphasis on varieties and producing areas, but not on brands. There are many famous tea varieties in China, such as West Lake Longjing, Huangshan Maojian, Anxi Tieguanyin and Dongting Biluochun, but there are few well-known tea brands. The whole tea industry has weak brand awareness and poor brand building ability. At present, the tea exported from China is only worth 1 to $2 per kilogram in the international market. The average price of tea is 40% lower than that of India, 60% lower than that of Sri Lanka and even 20% lower than that of Kenya. Among the tea-producing countries in the world, China has the largest tea production area, the second largest output, the third largest export and the fourth largest export earnings. Without a brand, there would be no market, not to mention its popularity, reputation and loyalty. Behind the seemingly prosperous tea, there are hidden brand concerns.

2. Market trends

Tea consumption has changed from bulk tea to famous tea and famous brand tea, and from middle and low grade to high grade; From single homogeneous traditional tea to diversified series products; Consumers are more pursuing the dual physiological and psychological needs of drinking tea. The general trend of tea development is high quality, safety and high efficiency. The consumption demand of famous tea is increasing. The prominence of famous tea is not only the guarantee of tea quality, but also the shaping of brand.

3. Consumer situation

(1) Main consumers: young people with fixed income in Beijing, Shanghai, Shandong, Guangdong, Anhui, Henan and Hubei provinces and cities. The youth market is a blank of this product.

⑵ Consumers are not limited to the traditional four aspects: color, aroma, taste and shape. With the improvement of living standards and people's diet structure, more and more people have joined the ranks of healthy eating and living, and the concept requirements of pollution-free, pesticide-free and pure natural tea have also been put forward. People are not only satisfied with the richness of material life, but also the demands of cultural consumption can not be ignored, especially tea condenses the traditional culture of China, which requires us to strengthen the excavation and dissemination of cultural supporting factors of this product in the process of tea marketing to meet the requirements of consumers.

Another aspect of cultural consumption is brand-name consumption. Nameless and false, without establishing a brand, you will never be able to seize the high-end market.

⑶ Psychological characteristics of consumption: The psychological characteristics of cultural consumption of consumers reflect the psychology of seeking fame. While satisfying the physiological green, healthy, pollution-free, pollution-free and residue-free satisfaction brought by drinking tea, they pay more attention to the psychological pleasure brought by buying and drinking rural tea.

(4) Consumption patterns:

First, household consumption

People with high economic income and intellectuals consume more famous tea; The general residents are mainly high-quality public tea, mainly bulk tea. At present, packaged tea, tea bags and tea drinks have begun to enter the family.

B. Group consumption

Group consumption of organs, enterprises and institutions. Working meetings, receptions, tea parties, get-togethers, press conferences and various other personnel exchanges. Entertainment tea is scattered, each unit lacks knowledge of tea storage, storage conditions are poor, and the market space for small packages and teabags is large.

C, labor insurance consumption

Tea is the most economical drink in daily work. The market potential of labor insurance consumption is great, and the market development in this area should be strengthened.

D, gift consumption

The demand for gift tea is expanding day by day, the market is booming, and the gift packaging of tea is constantly being refurbished. Famous tea has become a hot spot for gift consumption.

E, restaurant (guest) consumption

Generally speaking, the popularity of tea consumption is not universal, the quality of tea is low, the storage is not good, and the service personnel are not in place to make tea. There is still huge market space.

F, leisure consumption

Tea consumption in teahouse, teahouse, teahouse, teahouse and other leisure places. This market will continue to expand, containing huge business opportunities.

G. Tourism consumption

Consumption of making tea, selling tea and tea drinks. At present, the famous teas in China, such as West Lake Longjing, Huangshan Maojian, Biluochun and Junshan Yinzhen, have good benefits, all of which are examples of combining the development of local tourism resources.

Public consumption

Tea consumption provided free of charge in temples, stations, docks, schools, hospitals, gymnasiums and other places.

I. Industrial consumption

Beverage industry: tea juice, milk tea, iced tea, popsicle, ice cream, fresh wine;

Food industry: tea candy, biscuits, cakes, food preservatives;

Pharmaceutical industry: anti-cancer, hypolipidemic, anti-bacterial, anti-inflammatory, slimming and beauty, anti-radiation, etc.

4. Summary

According to the analysis of consumers' buying behavior, it is necessary to "take the lead and move the whole body". When consumers are stimulated by product information, they should try to show that products can meet consumers' physiological and psychological needs on the principle of meeting consumers' needs. The principle of satisfying consumers' needs should always be implemented in the whole process of their purchase behavior, starting with the stimulation of their desire to buy. From the beginning to the second purchase, promote decision-making

The positioning of Tianbao Rock Tea must satisfy consumers' psychology of seeking fame and difference, and conquer consumers with high-grade quality and unique ideas. It's not my own experience, it's for reference only.