Tea enterprises, more need to combat marketing

Tea, as a popular drink, has a history of more than thousands of years in China. Nowadays with the remarkable improvement of people's living standard, on the one hand, all kinds of drinks are springing up, new varieties and new variety emerge, on the other hand tea is still the traditional habit of Chinese consumers. In the current situation of the tea market, the market's consumption potential is enormous, the overall demand for tea is also very large.

With our planning agency cooperation is a production, supply, sales of large tea companies, with first-class tea garden, first-class technology, first-class management. Now, the company put forward the "national drink, the revitalization of Fujian Tea," The grand goal, launched a series of fine tea products, shouldering the "revitalization of Fujian Tea," the leader of the important task, a long way.

With the continuous progress of society, the continuous improvement of people's living standards, people's consumption concept is also constantly changing, and the company launched a series of high-quality tea products, from the product positioning mainly for white-collar workers, tea enthusiasts, institutions, institutions, intellectuals and other people have a certain level of consumption of large groups. From the consumer target group, its consumer sites are mainly high-end teahouse, tea shop, the major shopping malls, stores, hotels, high-end entertainment, as well as institutions, large and medium-sized Enterprises unit personnel, conference-oriented group of consumption.

When the planning agency took over, the whole tea market and market demand has done in-depth research, almost all the major tea-producing areas in China, and the domestic several major cities do a detailed terminal consumption visits, on the basis of the overall analysis, research on the enterprise's existing resources for strategic planning and integration, The following market development strategies have been developed:

I. Marketing Ideas

According to market conditions, the company set up marketing department, recruitment of 30 business backbone, responsible for market development. First, the business staff for tea and marketing knowledge of professional training, instilling the company "to promote national drink, revitalize the national tea" concept of development. Set up the company's products, "quality, quantity, service" three major commitments as the center of responsibility. In the marketing plan, will be divided into 2 marketing ideas, in the middle-grade products to play the direction, strengthen the brand awareness, through the brand strategy to attract consumers, on the other hand for the public grade (mainly low-grade tea) non-brand strategy for the general consumer, through some wholesale channels or directly into the low-grade tea shop, teahouse.

Ii. Strategy Implementation

According to product positioning and target consumer groups, the business staff into several business groups, from different areas to develop the market.

The first stage: according to the consumption habits or regional division to form a different sales team

1, high-end restaurant business Group 5 people

2, large and medium-sized shopping malls supermarket business Group 5 people

3, enterprises and institutions, meetings (group consumption) Business Group 5 people

4, guesthouses, hotels, high-end entertainment business Group 5 people

5, the strength of dry miscellaneous shops, wholesale and retail business Group 5 people

6, provincial and municipal tea companies and wholesalers, the public tea shop Group 5 people

The above six business groups strive to expand the business in three months time, and quickly occupy the market, at the same time with a variety of promotional means and advertising, and strive in the regional market tea drink industry set off a wave of the company's products.

The specific arrangements for each business group are as follows:

(1) High-profile restaurant business group:

Regional market in the high school teahouse about 360, distributed in the urban area five, according to the East-west region, we selected 200 teahouse as the current product of the direct sales unit, the business group of 5 members zoned division responsible for the region. According to each 2/day of the promotion mode, with the teahouse to establish a commercial marketing relationship (including the laying of goods sequence, economic contract identification and reimbursement system), so that within one months and 200 restaurants to establish a relationship. Salesman in the contact with the teahouse process, the company will cooperate with various forms of advertising, at the same time, can be commissioned to carry out special promotional products, such as giving or hanging pop logo, simple and exquisite posters, gifts to introduce a small gift tea knowledge, so that consumers feel the arrival of the teahouse should drink the product, on the basis of "three major commitments "Put it in the teahouse and the consumer.

(2) Shopping malls, supermarkets business group:

Shopping malls, supermarkets for the vast number of consumers mobile or special purchase of the site. We choose the region of the large and medium-sized shopping malls supermarkets (chain stores) about 80, but also zoned 4 pieces, by 5 salesman responsible for the establishment of business relations, is expected to be about 20 days, the product will be on the Ark. Large shopping malls after contact can be established 20 of the counter operation, with pop and exquisite advertising to establish their own image, with a strong promotional means to attract consumers to buy.

(3) Group consumption business groups:

Enterprises and institutions of labor insurance tea and a variety of meetings of the group consumption of tea a large part of the market, according to the nature of the enterprise units can be classified according to the industry classification system can be divided into 20 areas, such as: procuratorial system, agricultural systems, industrial systems, each responsible for 4 business contacts, Because each system can be communicated internally. Through this we can choose all kinds of enterprises and institutions about 1000 established commercial relations, and gradually implement a unit of labor insurance tea or long-term supply channels.

(4) Hotel, hotel and high-end entertainment business group

Hotels, hotels in the current tea consumption mainly to bag bubble, can be made similar to the silk-washed bags of bagged tea into major hotels, hotels. At the same time, hotels, hotel entertainment and other social high school stalls are also the place of tea consumption. Using the same partition mode, the salesman directly with the establishment of supply relations.

(5) have the strength of dry miscellaneous shops and small stores business group (brand and non-brand simultaneous marketing)

Most people's consumption of dry miscellaneous shops and small shops, because the tea is consumable, the vast number of consumers random purchase probability is greater, but also focus on the middle and low public tea. We also selected 500 as a direct point in the city zoning, hanging pop ads, 4 salesman is responsible for contact, and strive in 2 months or so all the goods in place, and establish a mutual trust in business relations.

(6) City tea companies and tea wholesalers business Group

Provincial and municipal tea companies are the old channels of tea management, companies should strengthen their cooperative relations, the planned choice of 5-10 tea wholesalers, as the above direct sales of a strong complement, the wholesalers focus on the non-brand mode of operation (mainly in the public tea business), all over the region in the major park tea shop, roadside tea shop.

Phase two: Expanding external areas

After 3 months of efforts, basically the region's main tea business and consumer outlets have been completed. With strong advertising, products have entered the more normal marketing areas, in order to expand the scope of business, should start in the regional market surrounding counties and cities to establish marketing outlets, in the marketing department of the salesman can be extracted 12 of the surrounding marketing business group, each responsible for a city, district or county, directly with the local restaurant, shops, or hotels and tea companies to establish a direct relationship, can also be based on local conditions, until the ripe time, commissioned 1-2 local tea agents to operate and sell the sole agent.

The third stage: out of the region, open up the province market

With the company's continuous business development, based on the regional market, the gradual radiation throughout the province, so that the products into other consumer cities. We choose to have a certain economic strength and consumption level of the province's 10 two-tier cities as a marketing network city. In these cities to set up offices or branches, the company's headquarters to send a long resident in charge of the local distribution point of business contact work. Other staff in the office or branch can recruit from the local area to further expand their business channels.

Phase IV: Based on the province, facing the whole country

Company in the province after a firm foothold, and gradually expand the province outside the business, there are plans, steps in the national capital city to establish branches or offices, or commissioned a local tea agents sole agent marketing.

In less than two years, the enterprise from the region to the country, has become the Chinese tea industry well-known brands. Actual combat marketing strategy, has been effectively confirmed.