2, the best friend real tea's main competitors and some traditional brands around, and competitors' brand positioning
1, Zhang Yiyuan, a strong taste of Beijing to attract the old Beijing
Zhang Yiyuan Tea House is a famous old tea house in the capital, so far, more than a hundred years of history. "Old" for everyone, may not be a good thing, but for a business, can survive a century and more prosperous, is really a valuable asset. Zhang Yiyuan's marketing strategy fully captures the characteristics of its brand as a long-established brand, and vigorously promotes the Beijing flavor tea culture.
2, Wu Yutai "Green 100" to create a professional image
Similar to Zhang Yiyuan, Wu Yutai is also a famous old tea house in the capital, however, in the marketing strategy, Wu Yutai did not emphasize too much on the long history, but focus on highlighting the product "green, Safe, healthy", to create a modern management system under the image of professional tea merchants.
3, Tianfu Tea Implementation of standardized and exquisite service
Tianfu Tea in Beijing only a dozen years of history, it is the president of the Taiwan Tianren Group, Mr. Li Ruihe, founded a chain of enterprises in the mainland. At present, Tianfu Tea has 778 directly-managed chain stores across the country, 59 of which are in Beijing alone. As a foreign enterprise, what does Tianfu Tea rely on to gain a firm foothold in the Beijing tea market? After visiting Tianfu Tea's Oriental Xintiandi store, Dongdan store, Chaoyangmen store and other stores, we found that the implementation of standardized and exquisite service is an important magic weapon for Tianfu Tea to win consumers.
4, Lipton:
Lipton, as the brand of Unilever, has a considerable market share in large and medium-sized cities in China. Its high-grade consumer places as a breakthrough, make full use of various publicity methods, such as appearing in movies and television films, appearing in a variety of fashion magazine articles, appearing in network novels, etc., in a subtle way to the Lipton brand buried deep in the hearts of consumers. After a long period of brand management, now, drinking Lipton tea has become a symbol of senior white-collar workers.
But although Lipton has a strong advertising campaign in the European market, but in the Chinese market has been to take a low-key approach to deal with the way to pay more attention to the terminal network construction, less hard media advertising. As far as products are concerned, Lipton tea is mostly black tea, milk tea, mainly European style, less involved in traditional Chinese tea.
5, local traditional brands: China's tea-producing places are many, these places have a relatively stable quality of the product brand, there is a certain degree of local visibility of the local brand, they are not only DXN Tea to enter the region's competition, but also become a true friend of the real tea merger target
Advantages: a unique climate, geography, in the local timing, location, and the advantages of people. These brands are mostly word-of-mouth publicity, the local tea market has a greater impact on habitual consumption, occupying part of the market share of local tourism consumption.
Insufficiency: small enterprise scale, low production level, backward business consciousness, lack of competitiveness
Best Friends True Tea Brand Positioning Formulation
In summary, through the analysis of the tea consumption pattern can be concluded that tea consumption is almost always associated with the word friend in a piece of tea, therefore, we have set the company's brand positioning in the tea and friends, the concept of "The best friend of the real tea, tea is also the best friend".
This concept contains two meanings: one is that the true tea of the best friend implies the feelings of friends, sincere, that is, "the true tea of the best friend" concept
One is that the true tea of the best friend is the friend of our life, considerate and heartfelt, that is, "the tea is also a friend of the best friend The concept of "Tea is also a dear friend".
And the trademark of ZhenYouZhenTea is also our brand positioning, which makes the trademark and brand positioning organically combined together, so that our brand positioning is more easily known by consumers.
Looking at the brand positioning of the main competitors are mostly focused on the old, green and healthy, standardized and exquisite service, which makes us "sincere friend of the real tea, tea is also a sincere friend of the" positioning can be avoided and the main competitors direct competition, and through different positioning to establish the brand, at the same time, almost all of the tea consumers have become Our target consumer group, expanding the consumer body, can occupy the market faster.
The above is our brand positioning
Quality/Price: Mainly for high-grade tea, and also for bulk tea.
Part II: Jinan market development, in Jinan and even Shandong to establish the brand
One, the market research in Jinan
Jinan tea market has reached a total business area of 150,000 square meters, stationed in more than 1,500 tea merchants, tea growers, tea factories operating business, the annual volume of more than 1.2 million quintals of sales accounted for more than 8% of the national total amount of tea, with an annual turnover of 1.8 billion yuan. The annual trading volume reaches 1.8 billion yuan.
Jinan tea market in 2007 is relatively stable, in addition to Pu'er tea, most other tea market trend slowed down. The market segmentation of the major tea categories more in-depth, green tea, oolong tea, pu-erh tea has become the mainstream of the market of the three major types of tea, floral tea, herbal tea and other teas in the market also has a sporadic distribution of tea appliances supply and marketing situation is stable and rising, supporting the packaging industry, the general packages are still the circulation of tea, especially loose tea circulation of the main packaging situation.
Jinan tea market in 2007, the main sales of tea, green tea accounted for about 40% of the market share, of which the local production of Rizhao green tea in Shandong and accounted for more than 70% of the share of the entire market green tea, and rapid growth.
Oolong tea in 2007 in Shandong tea market consumption, still in a key position, especially Anxi Tieguanyin. In terms of store layout, nearly one-third of the wholesale tea market in Jinan, Shandong, was distributing Anxi Tieguanyin -- with sales of Tieguanyin accounting for nearly 80 percent of total oolong tea sales, and sales of Taiwan oolong tea, Dahongpao and other oolong tea varieties accounting for roughly 20 percent of total oolong tea sales in the market.
By the influence of the national market fluctuations, Jinan's Pu'er tea market is not huffing and puffing. 07 year's consumption of Pu'er tea is still mainly gift tea and storage tea, relative to the same period in 2006, the sales volume has dropped sharply, but there is still a volume in the market. More obviously, in 2007, during the Mid-Autumn Festival, New Year's Day, the consumption of Pu-erh tea dropped significantly Pu-erh tea consumption market has not been fully formed, the proportion of people who really drink Pu-erh tea is still too small.
Flower tea and herbal tea has been reduced to small tea types of tea, consumption basically declined over the years. Drinking flower tea is now mostly middle-aged and older groups, and this part of the group in the current trend of turning: part of the shift to green tea, part of the shift to oolong tea.
The characteristics of tea consumption in Jinan
The above shows that Jinan tea, especially green tea market potential is very large. Jinan's market potential is huge, with a high proportion of green tea. Tea sales in Jinan are booming, and the market has a high CDI (Category Development Index). There are very few tea brands in Jinan, which is a low BDI (Brand Development Index) market. Jinan's tea market is in transition from bulk tea to packaged tea, high CDI, low BDI shows that the brand development is poor, but in a relatively mature market, the market potential is large, the brand has room for development in the market.
Jinan market to flower tea as the mainstream consumption, now people's consumer attitudes began to change more inclined to green tea. Jinan green tea market to southern tea and Rizhao green tea for the absolute main, tea drinks have formed a huge threat to the entire tea market.
Jinan people generally believe that green tea has the health effect of removing heat and fire, and is a good product for summer drinking. In the fashion, health care and gift-giving crowd, green tea have a certain share of the market share. Influenced by the publicity, has accounted for 16% of the entire consumer group began to drink green tea, in this part of the population has been a considerable part of the people began to like the taste of green tea.
The survey showed that only three adults drink group-buying tea, group-buying tea market capacity has shrunk significantly. The price of group-buying tea is mostly mid-range, with 60-90 yuan / 500 g as the mainstream. Good efficiency units will also send a high-grade tea. The packaging of group-buying tea is mainly paper bags. Traditional institutions, state-owned enterprises due to the impact of efficiency, welfare less, so the market for group-buying tea has shrunk. Emerging business units of the group purchasing tea market is booming, is a growing trend, and favors high-grade tea.
The market is absolutely dominated by jasmine, with its aromatic fragrance to win the love of Jinan people to become a mainstream habit. However, it is tasteless, tasteless and poorly ornamental. Jasmine tea prices are low, ranging from 8-60 yuan / 500g, 20-30 yuan / 500g of the mainstream. The widest spread trip, in the low-end market with absolute advantage, as long as there is a place to sell tea, there is jasmine. Flower tea no promotion, no advertising, only in the tea fair to publicize.
The people of Jinan are not "cold" to drink tea in upscale places, because of high consumption and perception. To upscale places to drink tea, there are mainly two types of people: one is young people, like romantic, cozy atmosphere, but its consumption level is low, for 40-99 yuan / pot; one is middle-aged people, mostly for business entertainment, high grade, more than 100 yuan / pot.
In summary, it can be seen that the best friend of the real tea in Jinan should be the main green tea, Pu'er tea, oolong tea, jasmine, flower tea. Green tea, Pu'er tea, oolong tea for gifts, in the friends of the consumption of a large market share, can reflect the "best friend real tea" concept. Green tea, jasmine, flower tea in the daily consumption of a larger share, can reflect the "tea is also a dear friend" concept.
Second, the true friends of tea in Jinan tea market brand positioning extension
1 Jinan tea culture
Jinan, after all, does not produce tea, compared with Chengdu, Hangzhou and other cities located in the southern tea-producing areas, Jinan, whether in the tea industry or in the tea culture there is a gap. Although there are many teahouses, teahouses in Jinan, but simply operating authentic tea drinks are few and far between, more part-time chess room, KTV, catering, foot care, incense, etc., so that the cultural and artistic atmosphere of tea greatly discounted. In addition, Jinan people drink more flower tea, the real tea people are not drinking flower tea, because the fragrance of flowers cover the tea, the aroma is attractive but not worth recalling. Hangzhou Longjing, Chaoshan sip oolong, Beijing big bowl of tea, Chengdu Gai Bowl Tea, Guangzhou morning market tea, Kunming nine tea ...... strong atmosphere of domestic tea culture, no matter how elegant and vulgar, have formed their own unique tea tasting concept, techniques and styles of tea culture has also become some of the city's resounding business card. But Jinan is still far from forming their own characteristics, no own tea brand, no own way of tasting tea, the lack of their own distinctive and unique understanding and interpretation of tea culture. "Jinan tea is not high grade, the way simple, sloppy, not the formation of artistic tea culture, the essence of tea lack of pursuit. "Jinan itself does not produce tea, which makes Jinan's tea culture is different from other tea-producing regions, the formation of 'inclusive' characteristics, different tea drinkers have different needs, according to the needs of the tea, can find their own satisfaction." Li Yaguang believes that Jinan has difficulties and opportunities, the development of tea culture has great potential.
Jinan to build tea culture, to the spring culture as the core, serving the spring culture. In the view of Li Yaguang, Jinan does not have the capital to play the "tea culture" card alone, "Jinan's unique condition is the spring, through the spring to create the promotion of tea culture, so that the tea culture to become a supplement to the spring culture."
September 28, 2006, was named "Lok Yuen" Jinan Baotu Spring Tea Culture Street opened to welcome guests. Lok Court is located in the northwest Baotu Spring Park, east-west length of 28 meters, north-south length of about 100 meters, covering a total area of 2,200 square meters, in the past is the big Banqiao Street, the small Banqiao Street, Caojia Lane, and other old alleys where the river was once intersected by the spring, the spring source of the year-round gurgling of water is the spring city of Jinan, "like Jiangnan, the most representative of the scene It is one of the most representative areas of the scenery of Jinan, the city of springs. "Lok Yuen" relying on the "world's first spring" Baotu to create "Confucian tea culture" brand, where visitors can taste tea and enjoy the spring, enjoy the tea show, feel the spring culture at the same time, taste the Confucian culture and tea culture. Taste of Confucian culture and tea culture
2 best friend real tea in Jinan tea market brand positioning extension.
In summary, the tea culture in Jinan can not be separated from a spring word, Jinan to create a tea culture, to the spring culture as the core, serving the spring culture. In the view of Li Yaguang, Jinan does not have the capital to play the "tea culture" card, "Jinan is blessed with the conditions of the spring, through the spring to create the promotion of tea culture, so that the tea culture to become a supplement to the spring culture." Numerous tea companies, teahouses are also creating spring tea brand, brand positioning and good tea in the spring.
It can be seen that the best friend real tea to occupy the Jinan market faster there is a need to combine the actual Jinan in the brand positioning on the extension, that is, to join the factors of the spring culture, but can not specialize in the spring route, because it will face many tea company brand positioning of direct competition, more importantly, with the best friend real tea to the national market positioning does not match, so to occupy the Jinan market we first need to find the best friend real tea! Therefore, in order to capture the Jinan market, we first need to find the intersection of the concept of true tea with the culture of the spring city and the culture of tea in Jinan, and set this as an extension of the brand positioning, so we found that the concept of "famous springs never cease, dear friends live forever, and true tea for true friends", so that the "true tea for true friends, and tea is also a dear friend" is still our brand positioning.
Three, Jinan region marketing steps
1 efforts to create a true friend of the tea brand culture. In the formation of consumers within the "true tea, tea is also a friend" concept, the realization of this purpose depends on advertising, which is also the basis of marketing.
2 focus on the development of the true friend of the tea network marketing
Analysis from the network: According to incomplete statistics, the world's current Internet users have about 1 billion people, and China has accounted for 1/8, this data shows that the network's development space. Now many large companies to the network as part of the overall corporate strategy, the reason is to see the network of huge business opportunities and development potential. Network promotion in some industries have gradually matured, but in the field of the network is still in its infancy, it is this immaturity gives us an opportunity to develop, so we have to seize this opportunity to establish their own unique network promotion marketing system, make their own characteristics.
Website mainly has the following roles:
1, the website can enhance, expand and deepen the true friends of the tea brand extension
2, the website can provide interactive, friendly "customer relationship management", whether it is the ordinary visitors, consumers, or production and management activities on the value chain. All segments of the value chain of production and business activities.
3, the site is the realization of online promotion and marketing base. On the one hand, in the offline field can be in line with advertising, public relations, promotions, etc. to carry out a series of marketing activities; on the other hand, the website itself is an interactive communication platform, the feedback communication of the two activities can be realized on the website. Moreover, these activities should be based on core values, so as to ensure the durability and consistency of the activities.
The Internet, as a "superconductor" media of inter-temporal transmission, can overcome the limitations of time and space in the marketing process, and can provide timely services for all customers in the market, and at the same time, through the interactivity of the Internet, we can understand the specific needs of customers in different markets and provide services in a targeted manner, so the Internet can be said to be the most attractive marketing to meet the needs of consumers. Therefore, the Internet can be said to be one of the most attractive marketing tools to meet consumer demand. The Internet will be with the tea 4P (tea products / tea services, tea prices, tea distribution, tea promotions) and customer-centric tea 4C (customer, cost, convenience, communication) combined with a profound impact on business marketing.
(1) customer-centric products and services. Customer demand in the market is highly variable, the use of the Internet has a very good interactive and guided, the user to put forward specific requirements, and according to the customer's choice and requirements for timely production and provide timely service, at the same time, the best friend of the real tea can be timely understanding of the changes in customer demand in time to meet the customer's changing needs and to improve the enterprise's production efficiency and marketing efficiency. So the Internet to sell tea will inevitably become the main trend of future marketing.
(2) the distribution of products to facilitate customer-oriented. Network marketing is a one-to-one distribution channels, sales across time and space, customers can use the Internet to order and buy products anytime, anywhere.
(3) from the forced promotion to strengthen the promotion of direct communication with customers. The traditional promotion is the main enterprise, through a certain media or tools to the customer forced promotion, in order to strengthen customer acceptance of the company and the product and loyalty, the customer is passive acceptance, the lack of direct communication with the customer, at the same time, the company's promotional costs are very high. Marketing on the Internet is one-to-one and interactive, customers can participate in the company's marketing activities, so the Internet is better able to strengthen the communication and contact with customers, directly understand the needs of customers, and cause customer recognition.
Summary of the above points, we are true friends of the real tea on the Internet marketing is a very desirable and the next few years, the survival of all enterprises and the development of the inevitable choice.
Specific marketing programs
Intellectual property management: strengthen intellectual property management and protection. Apply for the 'Friends of the real tea' for the national well-known trademarks or provincial famous trademarks, Chinese brand-name products or provincial brand-name products, national quality inspection-free products.
Pursuing the operation of the company system: according to the modern enterprise management mode, the company system is implemented to standardize the operation, to solve the conflict of interest and contradiction between the partners, equity holders, debtors and managers, and to carry out the separation of ownership and operation rights and a clear structure of responsibilities and rights. The company system is conducive to the best friend of the real tea manpower, financial resources, material allocation optimization and efficiency increase, to promote product research and development, resource integration, quality control, cost accounting, marketing innovation and other business practices, more efficient, orderly, standardized and dynamic.
3 market distribution strategy
(1) distribution model: manufacturers direct sales, regional agents, provincial direct sales combined with the city and county agents, cross-regional integrated market wholesaling, regional agents combined with the market wholesale, buyout underwriting and so on. The best friend of the real tea selection of the city and county agents, direct sales outlets, etc., medium-sized enterprises can be used in the combination of regional agents and market wholesale, franchises, etc., and weaker enterprises to take the inter-regional market wholesale, buyout underwriting and so on.
(2) distribution form: intermediaries (wholesalers) refers to food, native products, tea public week and the operation of tea integrated company (including a batch, two batch); sales terminals (retailers) including integrated stores, supermarkets, convenience stores, grocery stores, tea franchise (tea house, tea house) and so on. Due to the special nature of the quality of commercial tea, generally do not advocate the management of cumbersome, more contentious distribution system, and the use of store support distribution system.
(3) dealer management: strengthen the market network, maintenance and development of sales terminals, give full play to the role of the platform of the market access to improve the flow of goods (logistics), capital flow, information flow of operational efficiency. Through the terminal action management system (specializing in fixed responsibility), shipping speed control (paving rate), customer sales and early warning management of payments (payback rate) and other forms of supervision and management of dealers in the industry dynamics, to prevent the collapse of the dealer channel caused by the loss of sales money. According to the distribution characteristics of the channel, to determine the return settlement (pressure batch payment or spot cash) and credit limit, effective control of the commodity tea store rate, cash back rate, channel rebate rate and other sales financial indicators.
4 product development strategy Relying on the true tea business positioning, according to the supply of goods, scale of operation, market demand and other factors to adjust and optimize the product structure. Commodity tea business class is not high and waste, can focus on each, the business scope should not be too wide, to avoid too many categories of business overly indiscriminate, as well as the product features and appeal point is not clear. And according to the marketing characteristics of fast-moving consumer goods, to strengthen market research and product development efforts, to maintain the true friends of the tea product line and innovation is now extended, from raw materials, processing technology and equipment, packaging and other aspects of the manpower continue to launch new products to meet the consumer demand for market segments.
5 best friend real tea price strategy
Price factors directly affect the best friend tea market competitiveness, market share and economic benefits. High-end ways and consumer groups are relatively fixed, a large proportion of gift giving, price elasticity is small, so that the price is higher, in order to maintain the precious image of the famous tea. Low-end products (bulk tea) belong to the mass consumer goods, price elasticity, should adhere to the pricing principle of small profits, volume-oriented, the pursuit of bulk economies of scale.
6 Market promotion strategy Market promotion includes channel promotion and consumer promotion at two levels, channel promotion mainly to increase the rate of layaway, sales expense rate, rebate rate, sales resource allocation ratio, provide channels and terminal image design and publicity support. Best Friends Real Tea to market promotions consumer promotions, first of all, to strengthen the regional market, the target consumer research and analysis and information feedback, in-depth analysis of the consumer level, the degree of tea consumption, growth potential, consumption tradition or tendency. According to market research conclusions, combined with product characteristics and market competition neodymium needs, targeted to determine the promotional program. Through the economic and affordable crystal brand communication channels, such as newspaper classified ads and soft ads, tea expositions, such as fighting tea, the implementation of differentiated marketing innovation, configuration of novel, chic promotional items, exhibits, POP, etc., to advocate the tea ceremony, tea ceremony and other cultural promotions and dissemination, to achieve the "silent" brand promotion and promotional effect. Effective use of free gifts (special tea products), free tasting, low-priced limited purchase, on-site lucky draw, membership, short-term discounts and other promotional means in line with the characteristics of tea marketing, rational allocation and utilization of sales resources. And effectively do a good job of promotional activities before the assessment of the design, implementation and cost monitoring, after the summary evaluation.
7 social resources integration strategy. The best friend of real tea should Take the tea industrialization management as the goal, take a variety of coordination, linkage, mutually beneficial forms of cooperation, the establishment of a sound tea production and marketing collaboration system, according to the local conditions to establish the base, the tea factory, the company the best link between the three ways. Effective integration and utilization of social resources (tea plantations, tea factories), the base of the integration of means of tea plantations are mainly discounted shares (joint ventures), back to the rental package, co-production, purchase orders, the right to buy out, etc., the source of the integration of tea factories, including joint ventures (sole proprietorships) factory, leasing and processing, ordering supplies, commissioned processing, processing, such as OEM processing. Tea garden management is the main key control point of the quality of tea health, raw material processing is a key link in the formation of tea brands, tea enterprises should effectively grasp the source of production (origin) of technology, financial support and quality management and monitoring. Strengthen the legal constraints of the order contract, standardize economic behavior, and clarify the responsibilities, rights and benefits of all parties involved in the collaboration, in tea management, raw material processing, product research and development, quality control, costing, marketing, etc., to play their respective enthusiasm, creativity, with the core of the tea business enterprises, constituting a close layer, loose layer of organic combination of joint-stock cooperative companies, and to promote participation in the development of tea between the parties involved in the formation of the largest Benefits **** sex and benign operation mechanism.
8 holiday theme: tea is the traditional consumer goods of the Chinese people, in the gift consumption market occupies an irreplaceable position. Therefore, to seize the holiday market is the focus of market work. The main purpose of this topic is in different festivals, the use of different themes, catering to the national consumer psychology.
1, the gentleman's friendship with the best friend of the real tea - borrowing the integrity of the construction of baked tea cigarettes, wine, tea is a traditional gift, but not everyone is suitable to send cigarettes, wine, the only tea is both elegant and decent, is the first of the enterprise holiday PR activities since the Tang and Song dynasties, tea that is, for the folk and scholarly class of the gift of the goods, even the emperor also gives Tea to court ministers, which is recorded in the "Tang poetry" and a variety of books. Tea, as an important medium of national affection and public relations activities, has been y implanted in the Chinese culture and national subconsciousness, which is a cultural and folklore resources that can be developed and utilized. As the ancient saying goes, a gentleman's friendship is as simple as water. Send high-grade gift tea is not exactly the authentic gentleman behavior? Selection of tea as a gift not only in line with the spirit of the government to fight corruption and promote honesty, but also fully embodies the national culture of elegance. Make people send elegant, receive peace of mind.
New Year's Day to the Spring Festival period, to the best friend of the real tea products, mainly into the gift consumption market market to promote the way to the terminal stack display and pop advertising, a small number of newspaper ads as a supplement, the production of exquisite themed gift handbags, with the goods to give. The enterprise bulk purchase of the implementation of preferential prices.
2, the story of rose tea - let love give the best friend tea romantic feelings rose is the embodiment of love, rose tea itself gives rise to romantic associations. The Lantern Festival is also known as China's Valentine's Day. From the Western Valentine's Day to the Chinese Valentine's Day, the romantic combination of the East and the West is the perfect embodiment of the Best Friends Rose Tea.
During the period from Valentine's Day to the Lantern Festival, the main promotion of the rose tea in the Best Friends bag of tea, the tree Best Friends letter tea modern and fashionable brand image. TV commercials as the main, distributed leaflets in the terminal, outdoor light box advertising in Jinan. Make Valentine's Day special package, with the goods attached to the couple's cup.
3, a cup of tea to thank teachers - borrowing famous schools to improve the reputation of the best friend real tea. University, secondary school teachers as a special white-collar layer, belonging to China's top ten high-income people, due to their professional characteristics, they are the main group of tea consumption. China since ancient times, there are worship tea, thank you tea rituals. Now, China has also established Teacher's Day, and every year on Teacher's Day, government authorities and schools have to buy some gifts for teachers, which are usually of low value but practical. This practice has spilled over to the private sector as well. Therefore, it is most appropriate to give your teacher the Best Friend Luo Han Guo Tea on Teachers' Day. Luo Han Guo has the effect of clearing heat and moistening the lungs, many teachers have the habit of moistening their voices with it
Teachers' Day, the main promotion of Luo Han Guo tea. During this period, the launch of the theme of honoring teachers TV commercials. Select a few famous schools, such as the mountain, mountain division, etc., to the teachers of the best friend of the real tea. In this way to create news hotspots, borrowing famous schools to improve the reputation of the best friend tea.
Four seasons theme: Chinese people love tea, but also tea. Drinking different teas in different seasons is a characteristic of Chinese tea. Best Friends Real Tea has produced different seasons of tea: spring to promote the jasmine tea as the representative of the floral tea series; summer to promote the Longjing bags of tea as the representative of the green tea series; fall to promote the oolong oolong oolong oolong tea series represented by the main; winter to promote the rose black tea as the representative of the black tea series.
Third, advertising
In Jinan established a "famous springs never cease, the best friend lives on, the best friend of the real tea" brand positioning, according to this idea to develop a series of advertising measures.
1, the purpose of advertising:
The "best friend real tea" brand image in-depth,; understanding of the "best friend real tea, tea is also a best friend"
The concept of the meaning of the two into: one into the best friend real tea contains a friend of the feelings, sincerity, that is, the best friend real tea. The feelings of the sincere, that is, the best friend of the true tea concept: one is the best friend of the true tea is a friend of our life, considerate heart, that is, the tea is also the best friend.
2, advertising strategy,
At first, we should carry out undifferentiated market advertising strategy
That is, within a certain period of time after the listing of the best friend real tea, we should use a variety of media to combine and do the same theme of "the best friend real tea, tea is also the best friend" and "the famous spring is never ending, the best friend lives forever". The advertisements and publicity of the "Best Friends True Tea" will quickly make the audience understand the connotation of the "Best Friends True Tea", so that a variety of media can be used to publicize the unified content of the advertisements and quickly increase the popularity of the "Best Friends True Tea" to achieve the purpose of creating a brand.
And then the differential advertising market strategy. Zhiyou real tea development to a certain period of time, for the segmentation of the target market, the use of different media combinations, to do different content of the advertising campaign. This strategy can better meet the needs of different consumers, is conducive to the enterprise to improve product awareness, highlight the excellent performance of the product, enhance consumer trust in the enterprise, so as to achieve the purpose of expanding sales. This is a common advertising strategy in the late growth period and maturity of the product into the late stage. At this time, the product competition is fierce, the market demand differentiation is more prominent. Due to market differentiation, each target market has different characteristics, so the advertising design, theme conception, media mix, advertising and so on are different.
3, advertising development
1 print ads
In Jinan market, the use of newspapers, posters, buses, stops, Internet forums, etc. to publicize the best friend of the true tea
The tagline: " true friends, best friend of the true tea "
" The spring does not rest, the best friend lives forever, the best friend of the true tea, the best friend of the true tea, the best friend of the true tea.
" True Friends, True Tea"
" True Friends, True Tea"
2 media advertisements
Creative introduction:
One: Shooting of the TV interview of True Tea, reflecting the concept of True Tea, True Friends, True Tea, True Tea, and True Tea. Tea is also the concept of dear friends
Second, shooting an advertisement for friends and customers to send True Friendship Tea to each other
Third, shooting an advertisement for friends and customers to taste True Friendship Tea in the teahouse, hotel, etc.
Fourth, shooting an advertisement for the young generation of the Internet users and night wanderers to put a cup of True Friendship Tea next to their computers in the middle of the night
Ethird, shooting an advertisement for young women to drink True Friendship Tea series, which is the first time in the history of the tea industry in China. Young women's Ziyou Real Tea series weight loss tea advertisement
4.Specific advertising plan
Print ads: Qilu Evening News, Jinan Times, Shandong Business News, Metropolis Newspaper
Jinan station stores, buses
Jinan Forum, Popular Forum, Tianya Forum
Posters in various living areas
Media ads: Shandong TV, Jinan TV Business Channel
Media ads: Shandong TV, Jinan TV Business Channel
Media ads: Shandong TV, Jinan TV Business Channel, Jinan TV Business Channel
Media ads: Shandong TV TV, Jinan TV Business Channel, Jinan TV Life Channel, Jinan TV News Channel, Qilu TV
Jinan Broadcasting, Jinan Economy, Shandong Music, Jinan People's Radio Station
Chinese Tea Network, Shandong Tea Network
Part III: The Best of Friendship Tea Goes to the Nation
One, Relying on the 09 All-China Games to go to the nation 。。。。。。。。。。。
Two, the 60th anniversary of the founding of the country to establish a national brand 。。。。。。。。。。