2. The main competitors of girlfriends real tea and some traditional brands in China, as well as the brand positioning of competitors.

1, Zhang Yiyuan, the strong Beijing flavor attracts old Beijing.

Zhang Yiyuan Teahouse is a famous time-honored brand with a history of 100 years. "Being old" is not necessarily a good thing for everyone, but it is indeed a valuable asset for an enterprise to be more prosperous after a hundred years. Zhang Yiyuan fully grasps its brand characteristics as an old brand in marketing strategy, and vigorously promotes Jingweier tea culture.

2, Wu Yutai "green 100" to create a professional image.

Similar to Zhang Yiyuan, Wu Yutai is also a famous time-honored teahouse in Beijing. However, in terms of marketing strategy, Wu Yutai did not emphasize the long history too much, but focused on "green, safe and healthy" products to create a professional tea merchant image under the modern management system.

3. Tianfu's tea implements standardized and refined services.

Tianfu's tea has only a history of more than ten years in Beijing. It is a chain enterprise founded in mainland China by Mr. Li Ruihe, leader of Taiwan Province Ren Tian Group. At present, Tenfu Tea has 778 chain stores in China, including 59 in Beijing alone. As a foreign company, what does Tianfu tea industry rely on to gain a foothold in the strong Beijing tea market? After visiting Tianfu Tea Oriental Xintiandi Store, Dongdan Store, Chaoyangmen Store and many other stores, I found that the implementation of standardized and refined services is an important magic weapon for Tianfu Tea to win consumers.

4. Lipton:

As a brand of Unilever, Lipton has a considerable market share in large and medium-sized cities in China. It takes high-end consumer places as the breakthrough point, and makes full use of various propaganda means, such as articles appearing in movies and TV series, various fashion magazines and online novels. And deeply embed the Lipton brand in the hearts of consumers in a subtle way. After long-term brand management, drinking Lipton tea has become a symbol of senior white-collar workers.

However, although Lipton has a strong advertising campaign in the European market, it has always adopted a low-key approach in the China market, paying more attention to terminal network construction and less hard media advertising. As far as products are concerned, Lipton tea is mostly black tea and milk tea, mainly in European style, and less involved in China traditional tea.

5. Local traditional brands: There are many places rich in tea in China. These places have brands with relatively stable product quality and local brands with certain popularity. They are not only competitors of Dexin Tea entering the region, but also the acquisition targets of girlfriends real tea.

Advantages: It has a unique climate and geographical environment, and has the advantages of favorable weather, favorable geographical position and harmonious people in the local area. Most of these brands are word-of-mouth publicity, which has a great influence on the habitual consumption of the local tea market and occupies part of the market share of local tourism consumption.

Disadvantages: small scale, low production level, backward management consciousness and lack of competitiveness.

Establishment of brand positioning of Guimi tea

To sum up, through the analysis of tea consumption patterns, we can draw a conclusion that tea consumption is almost always associated with the word friend, so we define the brand positioning of the company as tea and friends, and the concept is "a bosom friend is really tea, and tea is also a bosom friend".

This concept contains 20% meaning: 10% is a friend's real tea, which contains feelings and sincerity for friends, that is, the concept of "a friend's real tea"

10% are good friends, and real tea is a friend in our life. It is considerate and intimate, that is, the concept of "tea is also a good friend".

The trademark of girlfriends tea is also our brand positioning, which makes the trademark and brand positioning organically combined and makes our brand positioning more familiar to consumers.

Looking at the brand positioning of major competitors, most of them focus on time-honored, green, healthy, standardized and exquisite services, which enables us to avoid direct competition with major competitors in positioning and establish brands through different positioning. At the same time, almost all tea consumers have become our target consumer groups, expanding the consumption body and occupying the market faster.

The above is our brand positioning.

Quality/price: mainly engaged in high-grade tea, but also engaged in bulk tea.

The second part: Jinan market development, establish the brand of Jinan and even Shandong.

First, the market survey of Jinan

Jinan tea market has a total business area of 6.5438+0.5 million square meters, with more than 6.5438+0.5 million tea merchants, tea farmers and tea factory operators. The annual trading volume exceeds 6.5438+0.2 million tons, accounting for more than 8% of the total tea sales in China, and the annual trading volume is 65.438+0.8 billion yuan.

In 2007, the tea market in Jinan was relatively stable, except Pu 'er tea, most other tea markets slowed down. The major tea market segments have deepened. Green tea, oolong tea and Pu 'er tea have become the mainstream of the market. Tea leaves such as scented tea and herbal tea are also scattered in the market. The supply and marketing situation in tea ware has been rising steadily. Supporting packaging industry, general packaging is still the main packaging situation in the circulation of tea, especially loose tea.

In Jinan tea market in 2007, green tea accounted for about 40% of the market share, of which Shandong Rizhao green tea accounted for more than 70% of the total market share, which grew rapidly.

Oolong tea still occupies a key position in the consumption of Shandong tea market in 2007, especially in Anxi Tieguanyin. From the perspective of store layout, nearly one third of the stores in Jinan Tea Wholesale Market distribute Anxi Tieguanyin, accounting for nearly 80% of the total sales of oolong tea, and the sales of oolong tea varieties such as Taiwan Province Oolong Tea and Dahongpao account for about 20% of the total sales of oolong tea in the market.

Affected by the fluctuation of the national market, Jinan Pu 'er tea market is neither hot nor cold. In 2007, the consumption of Pu 'er tea was still mainly gift tea and stored tea. Compared with the same period in 2006, the sales volume has dropped significantly, but there are still many markets. Obviously, during the Mid-Autumn Festival and New Year's Day in 2007, the consumption of Pu 'er tea dropped significantly. The consumption market of Pu 'er tea has not been fully formed, and the proportion of people who really drink Pu 'er tea is still too small.

Scented tea and herbal tea have been reduced to small teas, and their consumption has basically declined year after year. Nowadays, most people who drink scented tea are middle-aged and elderly people, and this group also has a tendency to turn: some turn to green tea, and some turn to oolong tea.

Characteristics of tea consumption in Jinan

As can be seen from the above, the market potential of Jinan tea, especially green tea, is great. Jinan has a huge market potential, with a high proportion of green tea. Jinan tea sales are booming, belonging to the high CDI (Category Development Index) market. There are very few tea brands in Jinan, which belongs to the low BDI market. The tea market in Jinan is in the process of changing from bulk tea to packaged tea. The high CDI and low BDI indicate that the brand development is not good, but it is in a relatively mature market with great market potential, and the brand has room for development in this market. Among them, Rizhao green tea occupies a dominant position in the market, accounting for more than 70% of the whole green tea market, and it is growing rapidly.

In Jinan market, scented tea used to be the mainstream of consumption, but now people's consumption concept has begun to change, preferring green tea. Nancha and Rizhao green tea are the absolute main forces in Jinan green tea market, and tea drinks have posed a great threat to the whole tea market.

Jinan people generally believe that green tea has the health care function of clearing away heat and fire, and it is a good drink in summer. Green tea has a certain market share among people who advocate fashion, health preservation and gift giving. Affected by publicity, 16% of the whole consumer group has started to drink green tea, and quite a few of them have begun to like the taste of green tea.

According to the survey, only 30% of adults drink group-buying tea, and the market capacity of group-buying tea has shrunk dramatically. The price of group buying tea is mostly in the mid-range, and 60-90 yuan /500 g is the mainstream. Units with good benefits will also issue high-grade tea once. The packaging of group buying tea is mainly paper bags. Traditional institutions and state-owned enterprises are affected by interests and have little welfare, so the market for group buying tea has also shrunk. The group buying tea market of emerging business units is in the ascendant, showing a growing trend, and it is biased towards high-grade tea.

The absolute main force in the market is jasmine, which has won the love of Jinan people with its fragrance and even become a mainstream habit. But it is tasteless for a long time, with low taste and poor appreciation. The price of jasmine tea is low, ranging from 8-60 yuan /500g, and 20-30 yuan /500g is the mainstream. With the widest distribution itinerary, it has an absolute advantage in the low-end market. As long as there is a place where tea is sold, there will be jasmine flowers. There is no promotion or advertisement for scented tea, and it is only promoted at the tea fair.

Jinan people don't "catch a cold" about drinking tea in high-end places because of high consumption and concept. There are two main types of people who drink tea in high-end places: first, young people like romantic and warm atmosphere, but their consumption level is low, 40-99 yuan/pot; First, middle-aged people, mostly for business entertainment, have a higher grade, mostly 100 yuan/pot or more.

To sum up, it can be seen that girlfriends real tea in Jinan should be mainly green tea, Pu 'er tea, oolong tea, jasmine flower and scented tea. Among them, green tea, Pu 'er tea and oolong tea are mostly gifts, which occupy a large market share in friends' consumption and better reflect the concept that "friends are the real tea". Green tea, jasmine and scented tea occupy a large share in daily consumption, which can reflect the concept that "tea is also a good friend".

Second, the brand positioning of Youzhen Tea is an extension of Jinan tea market.

1 Jinan tea culture

After all, Jinan does not produce tea. Compared with Chengdu, Hangzhou and other cities located in southern tea-producing areas, Jinan has a gap in both tea industry and tea culture. Although there are many teahouses and teahouses in Jinan, only a few of them make authentic tea. They also operate chess room, KTV, restaurant, pedicure and aromatherapy, which greatly reduces the cultural and artistic atmosphere of tea tasting. In addition, people in Jinan drink more scented tea, and people who really taste tea don't drink scented tea, because the fragrance of flowers masks the fragrance of tea, which is attractive but not worth remembering. Hangzhou Pin Longjing, Chaoshan Oolong Tea, Beijing Big Bowl Tea, Chengdu Gaiwan Tea, Guangzhou Morning Tea and Kunming Jiudao Tea ... The places with strong domestic tea culture atmosphere have formed their own unique tea tasting concepts, techniques and styles, regardless of elegance and vulgarity. Tea culture has also become a famous business card of some cities. However, Jinan is far from its own characteristics, its own tea brand, its own way of tasting tea and its own distinctive and unique understanding and interpretation of tea culture. "The grade of tea drinking in Jinan is not high, the way is simple and extensive, there is no artistic tea culture, and there is a lack of pursuit of the essence of tea." Jinan itself does not produce tea, which makes Jinan's tea culture different from other tea-producing areas, forming a' inclusive' feature. Different tea drinkers have different needs, and if they have needs, they can find their own satisfactory tea. "Li Yaguang believes that there are more opportunities and difficulties in Jinan, and there is much to be done to develop tea culture.

To build Jinan tea culture, we should take spring culture as the core and serve it. In Li Yaguang's view, there is no "tea culture" brand in Jinan, the capital of singles. "Jinan's unique condition is spring water, which creates and promotes tea culture through famous springs, making tea culture a supplement to spring culture."

On September 28th, 2006, Baotuquan Tea Culture Street in Jinan, named Luoyuan, opened to welcome guests. Luoyuan Garden is located in the northwest area of Baotu Spring Park. It is 28 meters long from east to west and 100 meters long from north to south, with a total area of 2,200 square meters. It used to be the location of old streets and lanes such as Dabanqiao Street, Odabashi Street and Caojiaxiang. Once rivers crossed, springs were abundant, and flowing water gurgled all year round. It is the most representative scenery in Jinan, Quancheng. Luoyuan relies on Baotu Spring, the first spring in the world, to build a brand of "Confucian tea culture". Here, visitors can enjoy tea and tea performances, and taste Confucian culture and tea culture while feeling the spring culture.

2. The extension of brand positioning of girlfriends tea in Jinan tea market.

To sum up, the tea culture in Jinan is inseparable from the word "spring". To build Jinan tea culture, we should take spring culture as the core and serve it. In Li Yaguang's view, there is no "tea culture" brand in Jinan, the capital of singles. "Jinan's unique condition is spring water, which creates and promotes tea culture through famous springs, making tea culture a supplement to spring culture." Many tea shops and teahouses are also building brands of spring tea, and the brand is positioned in good spring and good tea.

It can be seen that if we want to occupy Jinan market faster, we need to extend the brand positioning according to the actual situation of Jinan, that is, add the factor of spring culture, but we can't take the spring route exclusively, because it will face direct competition from many tea shops in brand positioning, and more importantly, it will not match the market positioning of Youzhen Tea to the whole country. Therefore, in order to occupy Jinan market, we must first find the intersection of Youzhen tea concept, Quancheng culture and Jinan tea culture. Taking this as an extension of brand positioning, we found the concept of "endless famous springs, long-lasting friends and true tea", so that "friends are true tea, and tea is also intimate friends" is still our brand positioning, and this theme is added to the endless famous springs, which perfectly softens Jinan Spring culture, love for springs, sincerity for friends and love for tea, and narrows the distance with consumers in Quancheng.

Third, the marketing steps in Jinan area

1 Strive to build the brand culture of girlfriends real tea. Form the concept that "a bosom friend is real tea and tea is also a bosom friend" in consumers' minds. The realization of this goal depends on advertising, which is also the basis of marketing.

2. Pay attention to the development of true friend tea network marketing.

Analysis from the Internet: According to incomplete statistics, there are about 65.438+0 billion netizens in the world, and China accounts for 65.438+0/8. This data shows the development space of the network. Nowadays, many large companies regard the network as an integral part of their overall strategy, because they see the huge business opportunities and development potential on the network. Network promotion has gradually matured in some industries, but it is still in its infancy in the network field. It is this immaturity that gives us opportunities for development, so we should seize this opportunity, establish our own unique network marketing system and make our own characteristics.

This website mainly has the following functions:

1. Website can promote, expand and deepen the brand extension of Youzhen Tea.

2. The website can provide interactive and friendly "customer relationship management", whether it is ordinary visitors, consumers or all links in the value chain of production and business activities.

3. Website is the basis of online promotion and marketing. On the one hand, it can cooperate with marketing activities such as advertising, public relations and promotion in the offline field; On the other hand, the website itself is an interactive communication platform, and the feedback exchange between two activities can be realized on the website. Moreover, these activities should be based on core values, so as to ensure the continuity and consistency of activities.

As a "superconductor" medium that spreads across time and space, the Internet can overcome the time and space constraints in the marketing process and provide timely services to all customers in the market. At the same time, through the interaction of the Internet, we can understand the specific needs of customers in different markets and provide targeted services. Therefore, the Internet can be said to be one of the marketing tools that can best meet the needs of consumers. Internet will be combined with tea 4P (tea products/services, tea price, tea distribution and tea promotion) and customer-centered tea 4C (customers, costs, convenience and communication), which will have a far-reaching impact on enterprise marketing.

(1) Provide products and services with customers as the center. The needs of customers in the market are very different, and the use of the Internet has good interactivity and guidance. Users put forward specific requirements, and make and provide timely services according to customers' choices and requirements. At the same time, Youzhen Tea can keep abreast of the changes in customer needs, meet the changing needs of customers in time, and improve the production efficiency and marketing efficiency of enterprises. Therefore, using the Internet to sell tea will inevitably become the main trend of future marketing.

(2) The distribution of products is mainly for the convenience of customers. Network marketing is a one-to-one distribution channel, which sells across time and space. Customers can use the Internet to order and buy products anytime and anywhere.

(3) From forced sales to direct communication with customers. Traditional promotion is based on enterprises, and customers are forced to promote through certain media or tools to strengthen their acceptance and loyalty to the company and products. Customers are passive and lack direct communication with customers. At the same time, the promotion cost of the company is very high. Network marketing is one-on-one and interactive, and customers can participate in the company's marketing activities. Therefore, the internet can strengthen communication and contact with customers, directly understand their needs and arouse their recognition.

To sum up, in the next few years, the survival and development of girlfriends tea network marketing is a very desirable and inevitable choice for all enterprises.

Specific marketing plan

Intellectual property management: strengthening intellectual property management and protection. Bid for' Guimi Tea' as a national famous trademark or a provincial famous trademark, a China famous brand product or a provincial famous brand product, and a national quality inspection-free product.

Corporate operation: according to the modern enterprise management mode, standardize corporate operation, solve the interest conflicts and contradictions among enterprise partners, equity holders, debtors and managers, and implement a framework of separation of ownership and management rights and clear responsibilities. The company system is conducive to the optimal allocation of manpower, financial resources and material resources and the improvement of efficiency, and promotes the business activities such as product research and development, resource integration, quality control, cost accounting and marketing innovation to be more efficient, orderly, standardized and full of vitality.

3 market distribution strategy

(1) Distribution methods: factory direct sales, regional agents, combination of provincial direct sales and city and county agents, cross-regional comprehensive market wholesale, combination of regional agents and market wholesale, and direct underwriting. Guimi Zhencha chooses city and county agents, direct-selling branches and so on. Medium-sized enterprises can take the way of combining regional agents with wholesale markets and franchise stores. And the weak enterprises adopt the methods of cross-regional market wholesale and buyout underwriting.

(2) Distribution production form: middlemen (wholesalers) refer to grain, local products, tea companies and comprehensive companies (including one batch and two batches) dealing in tea; Sales terminals (retailers) include general stores, supermarkets, convenience stores, grocery stores, tea shops (teahouses, teahouses) and so on. Due to the particularity of the quality of commercial tea, the commission system with complicated management and more disputes is generally not advocated, but the distribution system supported by distribution is adopted.

(3) Dealer management: Strengthen the maintenance and development of market network and sales terminals, give full play to the platform role of market channels, and improve the operational efficiency of commodity flow (logistics), capital flow and information flow. Through the terminal action management system (with special person in charge), delivery speed control (delivery rate), customer sales and payment early warning management (payment rate), etc. , to supervise and manage the industry dynamics of dealers to prevent the loss of sales funds caused by the collapse of dealer channels. According to the distribution characteristics of the channel, determine the payment settlement method (pressure batch payment or spot cash) and credit line, and effectively control the sales financial indicators such as the distribution rate of commercial tea, the payment withdrawal rate and the channel payment return rate.

The product development strategy depends on the business orientation of girlfriends real tea, and the product structure is adjusted and optimized according to factors such as supply, business scale and market demand. Commercial tea business stalls are not high, so we can focus on each other, and the business scope should not be too wide, so as to avoid too many business categories and unclear product characteristics and appeal points. According to the marketing characteristics of fast-moving consumer goods, we can strengthen market research and product research and development, maintain the product line and innovative extension of Youzhen tea, and continuously introduce new products from raw materials, processing equipment and packaging to meet the consumption needs of market segments.

The best friend's real tea price strategy

The price factor directly affects the market competitiveness, market share and economic benefits of Youcha. High-end channels and consumer groups are relatively fixed, the proportion of gifts is large, and the price elasticity is small, so the price is higher to maintain the precious image of famous tea. Low-end products (bulk tea) belong to mass consumer goods and have great price elasticity. We should adhere to the pricing principle of small profits but quick turnover and pursue mass economies of scale.

6 marketing promotion strategy marketing promotion includes two levels: channel promotion and consumption promotion. Channel promotion mainly includes improving distribution rate, sales expense rate, rebate rate and distribution ratio of sales resources, and providing channel and terminal image design and publicity support. Guimi tea mainly focuses on marketing, consumption and promotion. First of all, we should strengthen the investigation, analysis and information feedback of regional markets and target consumer groups, and deeply analyze the consumption level, tea consumption level, growth potential and consumption tradition or tendency. According to the conclusion of market research, combined with product characteristics and market competition demand for neodymium, the promotion plan is determined in a targeted manner. Through the economic and practical crystal brand communication channels, such as classified advertisements in newspapers and periodicals, soft-text advertisements, tea fights at tea fairs, etc. Implement differentiated marketing innovation and deploy novel and unique promotional materials, exhibits and POPs. Advocate the cultural promotion and dissemination of tea art and tea ceremony, and achieve the brand promotion and promotion effect of "moistening things quietly". Effective use of gifts (specialty tea products), free goods's guide, low-price purchase restriction, on-site lottery, membership system, short-term discount and other promotional means in line with the characteristics of tea marketing, rational distribution and utilization of sales resources. And do a good job in the pre-evaluation design, implementation in the process, cost monitoring and post-evaluation of promotional activities.

7. Social resources integration strategy. Friends and real tea should aim at the industrialized management of tea, adopt various forms of coordination, linkage and mutual benefit, establish and improve the cooperation system of tea production and marketing, and establish the best link mode among bases, tea factories and companies according to local conditions. Effective integration and utilization of social resources (tea gardens and tea factories), the integration means of base tea gardens mainly include stock discount (joint venture), leaseback packaging, cooperative production, order purchase and buyout of management rights. The integration measures of Yuancha Factory include joint venture (sole proprietorship), lease processing, order supply, entrusted processing and OEM processing. Tea garden management is the main key control point of tea hygiene quality, and raw material processing is the key link of tea brand formation. Tea enterprises should earnestly do a good job in technical and financial support, quality management and monitoring of producing areas (producing areas). Strengthen the legal constraints of order contracts, standardize economic behaviors, clarify the responsibilities and rights of all parties, and give full play to their enthusiasm and creativity in tea management, raw material processing, product research and development, quality control, cost accounting, marketing and so on. The establishment of a joint-stock cooperative company with tea enterprises as the core is an organic combination of tight layer and loose layer, thus promoting the parties involved in tea development to form a profit maximization and benign operation mechanism.

Theme of the Festival: Tea is a traditional consumer product of China people, which occupies an irreplaceable position in the gift consumption market. Therefore, grasping the festival market is the focus of market work. The main purpose of this topic is to cater to the consumption psychology of Chinese people by using different themes in different festivals.

1, a friendship between gentlemen is as light as water ―― tea, cigarettes, wine and tea are traditional gifts set off by the construction of a clean government, but not everyone is suitable for sending cigarettes and alcohol. Only tea is elegant and decent, and it is the first choice for corporate holiday public relations activities. Since the Tang and Song Dynasties, tea has always been a good gift from the folk and literati, and even the emperor gave tea to court ministers, which is recorded in The Whole Tang Poetry and various ancient books. As an important medium of China people's affection and public relations activities, tea has been deeply implanted in China culture and national subconscious, and it is a kind of cultural and folk resources that can be developed and utilized. The ancients said that a friend of a gentleman is as light as water. Isn't it a gentleman's behavior to send high-grade gift tea? Choosing tea as a gift is not only in line with the current government's anti-corruption spirit, but also fully reflects the exquisite culture of Chinese people. It makes people feel elegant and safe.

During the period from New Year's Day to Spring Festival, friends' real tea series products are the main products, and the promotion methods to enter the gift consumption market are mainly terminal stacking display and pop advertisements, supplemented by a small number of newspaper advertisements, and exquisite theme gift handbags are made and given with the goods. Enterprises purchase in bulk at preferential prices.

2, the story of rose black tea-let love give friends a romantic feeling of tea. Rose is the embodiment of love, and rose black tea itself makes people have romantic associations. In China, Lantern Festival is also called Valentine's Day. From Valentine's Day in the West to Valentine's Day in China, the combination of Chinese and Western romance is the perfect embodiment of girlfriends' rose black tea.

From Valentine's Day to Lantern Festival, promote the rose black tea in your friend's tea bag to establish your friend's brand image of believing in tea. Mainly TV advertisements, distributing leaflets at the terminal and placing outdoor light box advertisements in Jinan. Special clothes for Valentine's Day, with a couple's cup attached.

3, a cup of green tea to thank the teacher-borrow famous schools to improve the reputation of good friends' real tea. University and middle school teachers, as special white-collar workers, belong to the top ten high-income groups in China. Because of their professional characteristics, they are the main group of tea consumption. Since ancient times, China has the etiquette of learning from teachers and thanking teachers for tea. Now, China has designated Teacher's Day. Every year, government departments and schools buy some gifts for teachers. Usually, these gifts are of low value, but they are very practical. This practice also spread to the people. Therefore, it is most appropriate to send a friend's Luohan fruit tea to the teacher on Teacher's Day. Siraitia grosvenorii has the effect of clearing away heat and moistening lung, and many teachers use it to moisten throat.

During Teacher's Day, the main promotion is arhat fruit tea. During this period, TV advertisements with the theme of respecting teachers were put on. Choose several famous schools, such as Rushan University and Shanshi University, and present real tea from teachers and friends. This will create news hotspots and improve the reputation of famous schools for girlfriends tea.

Special Topics of Four Seasons: China people love and pay attention to drinking tea. Drinking different teas in different seasons is the characteristic of China tea. Zhiyouzhen tea produces tea in different seasons: in spring, the scented tea series represented by jasmine tea is mainly promoted; In summer, the green tea series represented by Longjing tea bag is mainly promoted; In autumn, oolong tea series represented by osmanthus oolong is mainly promoted; In winter, the black tea series represented by rose black tea is mainly promoted.

Third, advertising communication.

After Jinan has established the brand positioning of "endless famous springs, eternal friends and real tea", it is necessary to formulate a series of advertising measures according to this concept.

1, advertising purpose:

The brand image of "girlfriends are real tea" is deeply rooted in people's hearts; Understanding that "a bosom friend is really tea, and tea is also a bosom friend"

This concept contains 20% meaning: 10% is a friend's real tea, which contains feelings and sincerity for friends, that is, the concept of a friend's real tea: 10% is a friend in our life, and a considerate heart means that tea is also a good friend.

2. Advertising strategy,

First of all, we should implement an indiscriminate marketing advertising strategy.

That is to say, within a certain period of time after the launch of True Friend Tea, various media combinations in Jinan market were used to advertise with the same theme of "True Friend Tea, Tea is also a bosom friend" and "Endless fame, friends live forever, and true friend tea", so that the audience can quickly understand the connotation of True Friend Tea, thus using various media to publicize unified advertising content, quickly improving the popularity of True Friend Tea and achieving the purpose of brand creation.

Then carry out differentiated advertising market strategy. Youzhen Tea has developed to a certain period, aiming at the segmented target market, using different media combinations to make different content advertisements. This strategy can better meet the needs of different consumers, help enterprises to improve the visibility of products, highlight the excellent performance of products, enhance consumers' trust in enterprises, and thus achieve the purpose of expanding sales. This is a common advertising strategy when products enter the late growth stage and mature stage. At this time, the product competition is fierce, and the market demand differentiation is more prominent. Due to market differentiation, each target market has different characteristics, so the advertising design, theme conception, media combination and advertising release are also different.

3. Advertising formula

1 print advertisement

In Jinan market, you Zhen Tea is promoted by newspapers, posters, buses, bus stops and online forums.

Advertising slogan: "true friends, true friends are tea."

"Spring blossoms never stop, and best friends last forever. Best friends are really tea."

"A bosom friend is really tea, and tea is also a bosom friend. Really send a friend and drink it yourself. "

2 Media advertising

Creative introduction:

First, shoot a TV interview with a real tea bosom friend, which reflects the idea that a bosom friend is real tea and tea is also a bosom friend.

Second, shoot an advertisement to send friends real tea between friends and customers.

Third, shoot an advertisement for friends, customers, etc. Go to teahouses, hotels and other places to taste friends' real tea.

Fourth, shoot a creative advertisement for the younger generation of internet surfers, the nocturnal god, and have a cup of real tea from a good friend at the computer in the middle of the night.

5. Advertise a series of slimming teas for young women's girlfriends.

4. Specific advertising plan

Print advertisements: Qilu Evening News, Jinan Times, Shandong Business Daily and Metropolis Daily.

Every stop sign shop and bus in Jinan

Jinan Forum, Public Forum, Tianya Forum

Poster of living area

Media advertisements: Shandong Satellite TV, Jinan TV Commercial Channel, Jinan TV Life Channel, Jinan TV News Integrated Channel, qtv.

Jinan Radio, Jinan Economy, Shandong Music, Jinan People, Radio Station

China Tea Network, Shandong Tea Network.

The third part: girlfriends' real tea goes to the whole country.

First, attach to the 09 National Games and go to the whole country. . . . . . . . . . .

Second, the 60th anniversary of the founding of the People's Republic of China, establish a national brand. . . . . . . . . .