I. Summary
The United States is called the coffee kingdom, but about half of the people drink tea. With the historical development of American tea culture in China and the change of beverage consumption concept, the United States is a traditional tea consumption country with a relatively large market base, and the import of tea to China has shown an increasing trend in recent years. At the same time, with the continuous improvement of American citizens' awareness of pursuing health and nature, the demand for varieties in their domestic beverage market is also changing, and tea drinks, known as "new drinks", will become a beautiful landscape in the beverage market.
from October to October, 2119, China exported 6,311 tons of tea to the United States, earning about $31.45 million in foreign exchange, up by 11.81% and 29.85% respectively. According to a survey and consulting company, the proportion of American families who kept green tea was only 2% in 1997, and it soared to 24% in 2111. According to the statistics of the American Tea Association, the sales of green tea in the United States have been high in recent years, from 21 million dollars in 1992 to almost 11 times now. The American green tea craze is not a fashion storm, it will become an indispensable health drink for the American people in their daily lives. Dr. Saarikko Wa, a senior beverage expert consultant, believes that green tea will soon be as popular as Coca-Cola in those days, and it is likely to become the main position in the beverage market.
all these surveys show that tea drinks have great potential in the American market, especially among young and middle-aged consumers. However, we also see the problem. The competition for tea drinks to enter the American market is a challenge for coffee and carbonated drinks. The United States, known as the coffee kingdom, has an absolute advantage in its domestic consumption proportion and consumption concept, which shows that tea drinks enter the American market with both opportunities and risks. Therefore, our team will firmly seize the opportunity of entering the tea and beverage market and tapping the huge potential of American consumption habits to blow up a natural green tea whirlwind in the American market.
II. Product introduction of the company
(I) Brief introduction of Uni-President Enterprise
Uni-President Group was founded in Yongkanglai, Tainan in 1967, adhering to the business philosophy of "three good and one fair" (that is, good quality, good credit, good service and fair price) of founder Wu Xiuqi, and benefiting from the rapid economic development in Taiwan Province at that time and the favorable opportunity of preferential policies in the mainland, Uni-President Group's business projects started from flour and feed.
(II) Introduction to Unified Tea Drinks
With the development of American tea culture and the diversification of consumption habits, American citizens' demand for drinks is no longer limited to the demand level of coffee, cola, juice and purified water, and more and more consumers prefer to consume natural and healthy drinks. In this context, our tea beverage manufacturers have launched a large number of natural and healthy drinks and thus entered the American market, and its main drink is green tea. Due to the historical accumulation of tea culture in China, the friendly exchanges between the United States and China, and the growing interest of the United States in China culture, coupled with the various health care effects of tea and the function of relieving summer heat and quenching thirst, the consumption mode of drinking immediately after opening a bottle meets the requirements of modern American lifestyle, and tea drinks enter the American market and challenge coffee, which has certain qualifications.
(III) Introduction of Unified Green Tea
Unified green tea is rich in tea polyphenols, amino acids and vitamins, which can eliminate redundant oxygen free radicals in the body, delay cell aging, promote metabolism and enhance immunity. It is a natural and healthy tea drink. Selection of high-quality green tea leaves, carefully extracted by advanced technology, only to retain more original flavor, into the jasmine fragrance, every bite is a natural taste. Uni-President Green Tea has always adhered to the brand proposition of "being close to nature" and created a fresh and natural brand personality.
(4) unifying green tea and American market
In America, more and more people drink green tea. According to a survey and consulting company, the proportion of American families who kept green tea was only 2% in 1997, and it soared to 24% in 2111. The sales of traditional black tea tea bags sold by supermarkets, large merchants and pharmacies in the United States grew slowly, the sales of green tea increased rapidly, and the sales of special tea appeared strong. This is due to the demand for tea in the catering industry, and the increase in the opening of tea houses, and most cafes have begun to supply special teas. In the past ten years, the consumption of green tea has increased from 6% to 12%, equivalent to 311 million to 351 million dollars. The growth of green tea sales comes from the following two factors: the media publicize the health effects of green tea; Innovatively adding a variety of fruit flavors is more suitable for the tastes of American consumers.
iii. analysis of marketing environment
(I) general situation of beverage market
under the pattern of competition between international brands and domestic brands, today's beverage market in the United States can be described as colorful and complete in variety, including coffee, carbonated drinks, fruit juice, milk-containing drinks, vegetable protein drinks, bottled drinking water, tea drinks, special-purpose drinks, solid drinks and other drinks. As shown below:
With the development of economy, consumers put forward higher requirements for food safety and health, and the potential threat of carbonated drinks to human health has also been criticized by many people. The emphasis on natural and healthy tea drinks is increasingly recognized by people, and it has also become a new field for many beverage giants to compete for profits. The rising attention of tea drinks and the decline of carbonated drinks also indicate that tea drinks will become the main force in the new beverage market.
(II) Microenvironment Analysis
In the 21th century, with the in-depth development of the world economy, American society's diversification of beverage consumption and its emphasis on health gradually influenced their consumption concepts and habits. Rational consumption is still the mainstream of consumption. Price, quality and fashion are the main factors to be considered in consumption. According to the data, the sales of green tea in the United States have been high in recent years, from 21 million dollars in 1992 to almost 11 times now. The proportion of American citizens' consumption of green tea in beverage consumption has gradually increased. For the United States, where the pace of life is fast, Americans pay attention to efficiency and convenience in drinking tea. They are unwilling to brew tea or dump tea residue, and it seems that they don't want any traces of tea in the cup, so they prefer to drink instant tea. The difference between American and China people's tea drinking habits is that they prefer to drink iced tea instead of boiling water to brew hot tea. In the United States, 91% of tea drinks are iced, which is unique in the world. As tea drinks enter the sight of the American people, as a well-known brand in China, Uni-President Green Tea will be easily accepted by the American people with its affordable pricing, good service and new tastes. And in the United States, the emphasis on health is increasing, and green tea as a healthy drink will better meet its needs.
(3) Macro-environmental analysis
1. Diversification of consumption concepts The absorption and acceptance of foreign cultures, coupled with the irrigation of local cultures, have made American people's consumption concepts more diversified and more innovative.
2. Health hotspots Due to the negative effects of soft drinks such as coffee and carbonic acid on the body, the American people put forward higher requirements for health problems. It is particularly important to pursue the health, safety and hygiene of drinks. In terms of drinks, we should seize the great enthusiasm of consumers to pursue healthy drinks and establish a healthy brand image among the target population.
3. The financial crisis has a great impact on the United States, which will be beneficial to the development of Sino-US trade.
four, SWOT analysis
Strengths
● Cost advantage
● Cultural advantage
● Health advantage
● Weaknesses of international environment
● Limited brand loyalty
● Single variety of tea drinks
● Low market development
opportunities (opportunities) Healthy tea drinking is the general trend, SO WO
● Develop the American market
● Enhance the brand cultural image
● Highlight the concept of healthy tea drinking ● Launch supporting products
● Strengthen the brand reputation construction in the target market
Threats
● Low production barriers
● Great competitive pressure in the industry
ST WT
. Avoid price wars
● Stick to natural and healthy features to avoid excessive market competition ● Strengthen brand building
● Increase advertising
● Carry out all-round promotion activities
V. Target market analysis
(1) Target market segmentation
1. According to the age of buyers, young people are the main force. The survey shows that consumers aged 15-25 are the main target consumers of tea drinks, followed by consumers aged 26-35, which account for 69.5% of the total, and become the main consumers of tea drinks. The younger generation is open-minded and pursues a healthy and fashionable high-quality life, so natural and healthy tea drinks that conform to the trend meet their requirements.
2. broken down by purchase region: according to market survey data, cities with high tea and beverage market penetration rate are mainly concentrated in coastal economically developed cities, which are positively related to per capita income, with new york, Los Angeles, San Francisco (Chinatown) and Washington as the main cities. These areas have a large flow of people, a large consumer group and a high level of consumption, which can better enhance their popularity, among which young people have stronger purchasing power. These areas have a large flow of people, a large consumer group and a high level of consumption, which can better improve their popularity.
3. Divide the market by buying behavior factors:
Divide the market by buying behavior factors
Use quantity psychology by age in benefit segmentation market
Taste: Heavy consumers under 21 years old pursue fashion, fashion, novelty and
like to buy well-known brands, and are very particular about their diet
Healthy beauty: Heavy consumers aged 21-34 pursue fashion, health and leisure, and
are under pressure. Longing for relaxation
Health care. Mild consumers over 35 years old are conservative, pursuing stability and calmness,
hoping to prolong life
From the above analysis, we can draw the following conclusions: delicious, healthy and fashionable tea drinks will be the main reasons to attract consumers.
(II) Selection of target market Through target market segmentation, we decided to choose Uni-President Green Tea as our marketing target, consumers aged 15-35 as our target group, developed coastal cities as our target market, and green health as our brand positioning. Due to people's growing awareness of health, the United States is one of the major tea importers and consumers in the world, and the attention and popularity of green tea are rising in its country. The people who mainly consume green tea are mainly young people aged 15-35, so we will carry out unified green tea marketing promotion activities in areas where young and middle-aged people gather.
VI. 4Ps analysis
Based on the above analysis, we concentrated on the above market, and used event marketing, experiential marketing and public relations activities to gain momentum, fortune and momentum, and finally achieved our expected marketing goals.
(1) product strategy
1. brand positioning
(1) brand positioning analysis of main tea drinks
at present, there are endless drinks in the American market, with diversified drinks and fierce competition. Green tea is one of America's favorite traditional flavors, so it will become one of the leading products in the market.
brand positioning of tea drinks
brand theme expression
unified natural, healthy, fresh and pure green tea "I hope nature is unified green" and "close to nature, unified green tea"
(2) extended product direction:
irregularly introduced new products and new tastes, such as matching green tea with milk and fruit juice, to meet the different needs of consumers in the American market.
(3) positioning theme appeal performance:
brand slogan: close to nature, healthy and good tea
brand personality: healthy and good tea is unified
2. product packaging analysis
tea drinks are not only varied, but also pay more and more attention to taste and packaging. Tetra Pak and PET packaging are the mainstream of future development. These packages have been accepted by consumers after their promotion and use in recent years, and they are cheap, airtight and high in compressive strength. In terms of outer packaging, we will highlight the characteristics of fashion, beauty and environmental protection. On the whole, the bottle body is mainly green, which highlights the natural artistic conception and allows consumers to experience environmental protection and health from the senses.
(II) Price strategy
Take the following strategy and take the prices of other similar products in the market as a reference to avoid price wars and anti-dumping.
1. product price analysis
because tea drinks have a larger profit margin than coffee and carbonated drinks, the price ratio can be slightly lower. Pepsi-Cola is priced at about US$ 1 in the United States, and unified green tea can be set in the same price range to avoid being sued for dumping.
The core of the beverage market is the group between the ages of 17 and 27, among which young people account for a large proportion. In terms of price, the young people's acceptance of the price of drinks is about 1 dollars.
2. product pricing strategy
according to the rebellious psychology of American young consumers, the price of green tea should not be too low when it first enters the American market, and it should follow the bottled carbonated drinks with relevant capacity. After entering the market, the price of its products can be lowered appropriately or the price can be lowered implicitly through bundled sales and buy more and send more, so as to expand the market share and develop the market demand.
(3) Channel strategy
1. Marketing channel strategy
(1) Take advantage of the enthusiasm of supporting national brands to seize the commanding heights of the Chinese market and consolidate local and regional advantages from point to point.
(2) improve the service quality of market customers (implement "unified intention and customer-oriented").
(3) to strengthen the distribution rate of terminal retail outlets, we will plan to reach 41-61% in some supermarkets and beverage shops.
(4) Improve the construction of marketing channels, deepen the construction of some special channels that conform to the behavior of target consumers, such as offices, tourist attractions, Chinatown, retail outlets and restaurants, and strive to become the source of sales growth.
(5) Strengthen the distribution and penetration of beverage retail outlets around sports fields, such as basketball courts, football fields and tennis courts, and ensure that the distribution rate can reach more than 41%.
2. Publicity channel strategy
Take "close to nature, healthy and good tea" as the slogan, take marketing activities as the core, develop the tea and beverage market as the guidance, make use of some publicity activities in the United States, and turn it into our propaganda position. By constantly playing TV advertisements, posters, leaflets and other publicity forms endorsed by celebrities, the concept of tea and beverage consumption is organically combined with public relations and promotion to form a three-dimensional coordination. With the least investment, it will influence the target users to the maximum extent, which will certainly cause a sensation in the target market in the short term, and at the same time, it will lay a solid foundation for taking root in the American market for a long time and enhance the market share and sales volume of unified green tea.
(1) Use of aging media: Choose popular newspapers and magazines, and advertise in influential broadcasts. At the same time, such media as TV, radio, posters, banners and the Internet are intuitive and deeply involved in people's daily lives, and the advertising efficiency is high, so it can be implemented.