America is called the coffee kingdom, but about half 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. In recent years, the import of tea to China has shown an increasing trend. 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 called "new drinks" will become a beautiful landscape in the beverage market.

From June to October, 2009, China exported 16300 tons of tea to the United States, earning about $30.45 million, up 10.8 1% and 29.85% respectively. According to a survey and consulting company, 1997, the proportion of American families keeping green tea was only 2%, which soared to 24% in 2000. 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 $20 million in 1992 to almost 10 times now. American green tea fever is not a fashion storm, it will become an indispensable healthy 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, and it is likely to become the main position in the beverage market.

These surveys show that tea drinks have great potential in the American market, especially among young and middle-aged consumers. However, we also see problems. The competition of tea drinks entering the American market is a challenge to both coffee and carbonated drinks. The United States, known as the coffee kingdom, has an absolute advantage in the proportion and concept of domestic consumption, which shows that tea drinks enter the American market with both opportunities and risks. Therefore, our team will firmly seize the opportunity to enter the tea beverage market, tap the great potential of American consumption habits, and blow up a whirlwind of natural green tea in the American market.

Second, the company's product introduction

Unified enterprise profile

Uni-President Group was founded in Yongkanglai, Tainan on 1967, adhering to the business philosophy of founder Wu Xiuqi's "three good and one fair" (that is, good quality, good credit, good service and fair price), benefiting from the favorable opportunity of the rapid economic development of Taiwan Province Province and the preferential policies of the mainland at that time, Uni-President Group diversified its business projects from the initial flour feed to food, finance, foreign trade, commerce, entertainment, advertising and electronics.

(2) Introduction of Unified Tea Beverage

With the development of American tea culture and the diversification of consumption habits, American citizens' demand for drinks no longer stays at the demand level of coffee, cola, juice and purified water. More and more consumers like to drink natural and healthy drinks. In this context, our tea beverage manufacturers have introduced a large number of natural and healthy beverages and thus entered the American market, with green tea as the main beverage. 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 functions 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 have certain qualifications to enter the American market to challenge coffee.

(3) Introduction to Unified Green Tea

Unified green tea is rich in tea polyphenols, amino acids and vitamins, which can eliminate excess oxygen free radicals in the body, delay cell aging, promote metabolism and enhance immunity. It is a natural and healthy tea beverage. Select 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 always adheres to the brand proposition of "being close to nature" and creates a fresh and natural brand personality.

(D) Unified green tea and American market

In America, more and more people drink green tea. According to a survey and consulting company, 1997, the proportion of American families keeping green tea was only 2%, which soared to 24% in 2000. The sales of traditional black tea bags sold by supermarkets, big businesses and pharmacies in the United States grew slowly, while the sales of green tea grew 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 specialty tea. In the past ten years, the consumption of green tea has increased from 6% in the past to 12%, equivalent to 300 million to 350 million dollars. The growth of green tea sales comes from the following two factors: the media promotes the health care effect of green tea; Innovatively add a variety of fruit flavors, which is more suitable for the tastes of American consumers.

Third, the marketing environment analysis

(A) the overall situation of the beverage market

Under the pattern of competition between international brands and domestic brands, today's American beverage market can be described as rich and colorful, with complete types: coffee, carbonated drinks, fruit juice, milk-containing drinks, vegetable protein drinks, bottled drinking water, tea drinks, special-purpose drinks, solid drinks, other drinks and so on 10 products. As shown in the figure 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 is also criticized by many people. The emphasis of tea beverage on natural health 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.

Microenvironment analysis

2 1 century, with the deep 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 $20 million in 1992 to almost 10 times now. The proportion of American citizens' consumption of green tea in beverage consumption has gradually increased. For the fast-paced America, Americans pay attention to efficiency and convenience in drinking tea. They don't want to make tea or pour out 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's tea drinking habits is that they prefer iced tea to hot tea brewed with boiled water. In the United States, 90% of tea drinks are iced, which is unique in the world. As tea drinks enter American people's sight, as a well-known brand in China, Uni-President Green Tea is easily accepted by American people for its affordable price, good service and new taste. In the United States, health is paid more and more attention, and green tea, as a healthy drink, will better meet its needs.

(3) Macro-environmental analysis

1. The diversification of consumption concept, the absorption and acceptance of foreign culture and the irrigation of local culture make American consumption concept more diversified and innovative.

2. Health hotspots Due to the negative effects of soft drinks such as coffee and carbonated drinks on the body, the American people have 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.

The financial crisis has a great impact on the United States, which will be beneficial to the development of Sino-US trade.

Fourthly, SWOT analysis.

Advantages (strengths)

● Cost advantage

● Cultural advantages

● Health advantages

● Weaknesses of the international environment.

● Limited brand loyalty

● The variety of tea drinks is single.

Low degree of market development

Opportunity (opportunity)

● The attention of tea drinks has increased.

● Diversification of consumption concepts

● Healthy tea drinking is the general trend.

● Develop the American market.

● Enhance the brand cultural image.

● Highlight the concept of healthy tea drinking ● Launch supporting products.

● Strengthen the brand reputation construction of the target market.

Threat (threat)

Low barriers to production

● The competitive pressure in the industry is high.

ST WT

● Strengthen the cost advantage under scale effect and avoid price war.

● Strengthen natural health features and avoid excessive market competition ● Strengthen brand building.

● Increase advertising.

● Carry out all-round promotion activities.

Analysis of the target market of verb (verb's abbreviation)

(A) target market segmentation

1. Judging from the age of buyers, young people are the main force. According to the survey, consumers aged 15-25 are the main target consumers of tea drinks, followed by consumers aged 26-35, accounting for 69.5%, becoming the main consumers of tea drinks. The younger generation is open-minded and pursues a healthy and fashionable high-quality life, so the natural healthy tea that conforms to the trend meets their requirements.

2. Breakdown by purchase area: According to market survey data, cities with high tea beverage market penetration rate are mainly concentrated in coastal economically developed cities, which are positively related to per capita income, mainly in new york, Los Angeles, San Francisco (Chinatown) and Washington. These areas have a large flow of people, large consumer groups and high consumption levels, 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 visibility.

3. According to the purchase behavior factors:

Market segmentation through purchasing behavior factors

Quantitative Psychology of Age Use in benefit segmentation Market

Consumers with heavy tastes under the age of 20 pursue fashion, fashion, novelty and

I like to buy famous brands, and I am also very particular about my diet.

Health and beauty consumers aged 20-34 pursue fashion, health and leisure.

Under pressure, eager to relax.

Mild consumers of health care products over the age of 35 are conservative and pursue stability and calmness.

Hope to prolong life.

From the above analysis, we can draw the following conclusions: delicious, healthy and fashionable tea drinks will be the main reason to attract consumers.

(II) Selection of Target Market By subdividing the target market, we decided to choose Uni-green tea as our marketing target,1consumers aged 5-35 as our target group, coastal developed 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 in China is rising. People who mainly consume green tea are mainly young people aged 15-35, so we will carry out unified green tea marketing and promotion activities in areas where young and middle-aged people gather.

Six, 4Ps analysis

Based on the above analysis, we focus on the above markets and use event marketing, experiential marketing, public relations activities and other means to gain motivation, wealth and momentum, and finally achieve our expected marketing goals.

(A) product strategy

1. Brand positioning

(1) Brand Positioning Analysis of Main Tea Beverage

At present, there are endless drinks in the American market, with diversified drinks and fierce competition. Green tea is one of the most popular traditional flavors in the United States, so it will become one of the leading products in the market.

Brand positioning of tea drinks

Brand theme expression

Unify natural, healthy, fresh and pure green tea "I hope nature is unified green" and "be close to nature and unify green tea"

(2) Extend the product direction:

From time to time, new products and flavors are introduced, such as matching green tea with milk and juice to meet the different taste 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. After being popularized and used in recent years, these packages have been accepted by consumers, and they are cheap, airtight and have high compressive strength. In terms of outer packaging, it 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.

(B) the price strategy

Take the following strategies to avoid price wars and anti-dumping by taking the prices of other similar products in the market as a reference.

1. Product price analysis

Compared with coffee and carbonated drinks, tea drinks have more profit margins and a slightly lower price ratio. The price of Pepsi-Cola in the United States is about 1 USD, so the 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 aged between 17-27, among which young people account for a large proportion. In terms of price, the price of drinks accepted by young people is around 1 USD.

2. Product pricing strategy

According to the rebellious psychology of American young consumers, when Uni-President green tea first entered the American market, the price should not be too low, and it should follow the example of bottled carbonated drinks with relevant capacity. After entering the market, we can appropriately reduce the price of its products or implicitly reduce the price by bundling sales, buying more and sending more, so as to expand market share and develop market demand.

(C) Channel strategy

1. Marketing channel strategy

(1) Take advantage of the enthusiasm of supporting national brands, seize the commanding heights of the China market, and consolidate local and regional advantages.

(2) Improve the service quality of market customers (implement "unified intention and customer-oriented").

(3) Strengthen the distribution rate of terminal retail outlets, and we will plan to reach 40-60% in some supermarkets and beverage stores.

(4) Improve the construction of marketing channels, deepen the construction of some special channels that meet the target consumer behavior, such as offices, tourist attractions, Chinatown, retail stores, restaurants, etc., and strive to become the source of sales growth.

(5) Strengthen the distribution and penetration of beverage retail stores around basketball courts, football fields, tennis courts and other sports fields to ensure that the distribution rate can reach more than 40%.

2. Publicity channel strategy

Take "close to nature, healthy and good tea" as the slogan, take marketing activities as the core, take the development of tea beverage market as the guide, use some publicity activities in the United States to turn it into our propaganda position, and organically combine the promotion, public relations and promotion of tea beverage consumption concept with the least investment to maximize the impact on the target user groups, which will definitely cause a sensation in the target market in the short term, and at the same time lay a solid foundation for taking root in the American market for a long time, and promote the unification of green tea.

(1) Use aging media: Choose popular newspapers and magazines and advertise in influential broadcasts. At the same time, TV, radio, posters, banners, internet and other media are directly and deeply involved in people's daily life, and advertising is efficient and can be implemented.

(2) Set up propaganda points in Chinatown, tourist attractions and developed coastal areas to introduce tea culture and publicize and unify the concept of "green and healthy" green tea.

(d) promotion strategy

In order to cooperate with the marketing activities, we will carry out colorful promotional activities in a planned way and increase the promotion of the terminal.

1. Retail promotion

At the retail point, we should try our best to increase the distribution rate and increase the exposure of products. You can carry out the activity of "returning boxes for cash" and give certain preferential conditions, so that retailers can increase the display of products and attract more customers. In some shopping malls or supermarkets, the distribution rate of products should be improved. We can reach an agreement with them and give them a certain price discount to ensure the delivery rate.

For shops with potential or good sales, the reward method of profit commission system is adopted in exchange for longer product display rights and more posters.

2. Consumer promotion

In this campus marketing activity, we will specially launch unified green tea. Take the way of bundling promotion to launch product combinations suitable for people of different sizes.

Couples' clothing: 500ml unified green tea, sold in groups of two bottles, with two green tea bookmarks on the bottles, on which consumers can write whispers to their sweethearts to attract couples' consumption groups. The promotional price of the product is $5/group.

Sharing package: 1.25L unified green tea, sold in a bundle of two bottles, to share the healthy taste with family and friends. The product promotion price is $8/group.

Promotion package: 250ml Tetra Pak is packaged into 6 packages and sold in cartons. You can enjoy a healthy taste for a week if you buy it once. Product promotion price: $8/group

3. Celebrity promotion

Yao Ming was chosen as the brand spokesperson representing Chinese and American cultures, and his popularity in the United States was used to promote celebrities.