1. Planning scheme of tea marketing activities
I. Purpose of this case planning China is the hometown of tea and the birthplace of tea culture. The discovery and utilization of tea has a history of 4,000 to 5,000 years in China, and it has a long history and is spread all over the world. Tea has become a popular, popular and most beneficial green drink in the world. Tea integrates heaven and earth, and advocates "a family of tea people in the world". The purpose of tea network marketing planning is to make tea products and brands win in the increasingly fierce market competition. Through the analysis of the marketing situation of tea products, combined with their own advantages and disadvantages, plan their own strategic methods. In the fierce market competition, break out of your own world, strive to occupy the market to the maximum extent, and better promote the sales of products.
Second, the network marketing environment analysis
1, market conditions
China is the country of origin and the largest producer and consumer of tea. It has a history of drinking tea for thousands of years, and tea has been integrated into people's lives. Drinking tea has become the living habit of most people in China. Tea has become an indispensable healthy drink and spiritual drink in social life. And with the popularization of people's healthy consumption concept, tea is being accepted, loved and pursued by more and more people.
The competition in the tea market is fierce and there are many varieties, but there are also many defects. First, the construction of tea production standard system and health and safety system lags behind; Second, tea is abundant, with large output and small brand. For example, the public knows Pu 'er tea, but they don't know which brands there are. There are many brands in the whole Pu 'er tea market, but they are not strong, which makes Pu 'er tea with better brands such as Dayi, Xinyi and Laocang, which are sold online, popular only online.
At present, the domestic tea market seems calm, but in fact it is undercurrent, and many tea enterprises need to break through the cocoon urgently. However, at present, the characteristics of the tea industry are too many, chaotic and weak, which leads to disorderly competition and low-level competition in the whole industry, and consumers lack the basis and direction for buying. It can be said that the domestic tea industry is "famous tea, no". Therefore, it is very important to promote our tea brand quickly through online marketing.
2. Product analysis
Pu 'er tea, its brands are: Yunshangpin, Dayi, Xiaguan, Long Yuan, and Icelandic Hu. "Yunshangpin" is unique and different. Other brands are not exclusive to us, and consumers can also find similar products in other stores.
3. Consumer analysis
Pu 'er tea can reduce blood fat, blood sugar and blood pressure; Improving eyesight, resolving phlegm and relieving cough; Can lose weight and fat, especially the fat accumulation in the lower abdomen; It can warm and protect the stomach.
Different effects also have different consumer groups.
White-collar workers: Drinking Pu 'er tea can reduce radiation and relieve physical and mental stress.
Man: Drinking Pu 'er tea can sober up, improve eyesight and soothe the nerves.
Female: Drinking Pu 'er tea can beautify, slim down, clear fire and detoxify.
Middle-aged and elderly people: Drinking Pu 'er tea can reduce three highs and resist aging.
Third, the network marketing strategy
(1) product strategy:
We have many products, which are divided into two categories, one is our own products, and the other is the products of other merchants. Our products are "cloud top products", which are unique and have great potential for future development. Every product has a certain life cycle, and consumers can easily get tired of using a product for a long time. Developing new products can keep old customers and attract new customers.
Other merchants' products include Dayi, Shimonoseki, Long Yuan, and Icelandic Hu. These products help consumers enter when searching for similar products, increase popularity and sales, and quickly improve our credit rating.
According to the different functions and consumer groups of Pu 'er tea, we sell all kinds of Pu 'er tea to meet the needs of different consumers. For example, the target consumer group of daughter tea is white-collar workers; Mini Tuocha is for the convenience of office white-collar workers.
Product mix sales: product mix sales can stimulate consumption and promote the sales of other products while deducting part of the price.
(2) Price strategy:
Consumers' spending power is different, and prices are of great significance to consumers.
1. Discount pricing: Some products with long sales time and low cost can be priced at a discount in the later period or holidays, which makes consumers feel that they are taking advantage of it.
2, mantissa pricing: the price figures do not carry, keep the decimal, so that consumers have a low price mentality. A commodity with a price of about 100 yuan is designated as 1 10 yuan, and a commodity with a price of more than 100 yuan is designated as 98.
3, ultra-low price: choose a suitable tea, the price is relatively low, consumers can easily find it when searching for products, and then enter the store, which increases popularity and promotes the sales of other products.
(3) Promotion strategy:
1, online advertising strategy:
According to different consumer groups, you can advertise on different websites or shop homepages to attract consumers.
2. Promotion strategy:
① Special promotion: For consumers, special promotion can attract more consumers' attention. Special sales can be used in festivals to attract customers to buy through low prices.
2 Gift-giving strategy: Many consumers like cheap goods, and giving small gifts can easily make them feel good about the store. Of course, there can also be other activities such as "buy one get one free" and "add one yuan to send other products".
Software strategy: Taobao has a lot of software that can be put in stores to promote consumption. For example, "Daily Special" can launch a kind of tea every once in a while. Consumers are easily influenced by "special price". The "group purchase" software has a countdown. Many consumers follow suit, and everyone buys it, so buy it yourself, especially at the end of the countdown.
Fourth, website promotion.
(A) network advertising strategy:
1. through train: the baby promoted from Taobao to through train can be seen by anyone who wants to buy this kind of baby from Taobao, which greatly improves the exposure of the baby and brings high traffic and sales to the store.
2. E-mail: Send e-mail to consumers or groups who often look after the store.
3. Shop advertising
(1) product image advertising in the early planning period.
(2) put promotional advertisements before holidays and major events.
(b) search engine marketing:
1, Keywords: consumers generally use search engines in the purchase process, enter the approximate name of products, and search by category. The set keywords help consumers find their own products.
2. SEO in the station:
① Intra-site connection: Make use of the content correlation of each section and the website map to establish a large number of intra-site connections and increase the number of views throughout the day.
② Website structure: Use static HTML pages to design the homepage, reducing the use of frames and dynamic elements.
(c) Sports marketing strategy:
There are many activities of Taobao service, so try to participate in the activities to increase the exposure of the store. Such as: trial center activities, gold panning, group buying with good results, etc. Choose the activities you can take part in.
(four) soft text promotion:
Soft articles are written, published and promoted in a planned way from the perspective of users, industries and media, so that every soft article can be translated and published by various websites and achieve good results. Soft articles should be written so that users can read them profitably, and the titles should be written so as to attract me, so as to achieve the publicity effect.
Verb (abbreviation for verb) budget
Recruitment 1 Personnel: 1000~ 1500 yuan.
2 market research: 800~ 1500 yuan.
3 website optimization: 500~ 1200 yuan.
4 network publicity: 8000~ 15000 yuan.
5 Miscellaneous expenses: 1500~20xx yuan.
Total:11800 ~19200 yuan.
2. Planning scheme of tea marketing activities
I. Preface With the rapid development of computer network technology, electronic commerce, as an important application of network technology, has swept all industries in every corner of the world with indisputable facts. The rise of e-commerce has changed the traditional business model of many enterprises, and also spawned many business models and new enterprises. Its development has become an irresistible historical trend, and how to increase the number of merchants on the online shopping mall platform has gradually entered people's minds.
At present, the company's marketing model is mainly in the original traditional marketing model, that is, the existing products will find customers again. And the efficiency is low, and network marketing promotion is a way to make up for this shortcoming. It provides a big platform for buyers and sellers to understand each other, which is conducive to communication between the two sides. The work efficiency is improved, the cost is reduced, the market is expanded, and social and economic benefits are brought to enterprises. Compared with traditional marketing, network marketing has the characteristics of internationalization, informationization and paperless, which has become the trend of marketing development in various countries. Therefore, we can make full use of online marketing to promote our products and brands quickly.
Second, the network market situation analysis
1. Market situation
China is the country of origin and the largest producer and consumer of tea. It has a history of drinking tea for thousands of years, and tea has been integrated into people's lives. At present, the domestic tea market seems calm, but in fact it is undercurrent, and many tea enterprises need to break through the cocoon urgently. However, at present, the characteristics of the tea industry are too many, chaotic and weak, which leads to disorderly competition and low-level competition in the whole industry, and consumers lack the basis and direction for buying. It can be said that the domestic tea industry is "famous tea, no". Therefore, it is very important to promote our tea brand quickly through online marketing.
2. Product status
Our company is a large-scale tea sales company, mainly selling authentic Anxi Tieguanyin. Anxi Yifu Tea Factory is directly operated by the factory and owns its own alpine original ecological tea garden. Specializing in producing authentic Anxi Tieguanyin, focusing on producing authentic Anxi Tieguanyin. Anxi Tieguanyin belongs to oolong tea and is one of the top ten famous teas in China. Between green tea and black tea, it belongs to semi-fermented tea. Tieguanyin has a unique "Guanyin rhyme", which is fragrant and elegant, and "seven bubbles of fragrant streams are full of happy mountains and clouds". In addition to the general health care function of tea, it also has the functions of anti-aging, anti-cancer, anti-arteriosclerosis, prevention and treatment of diabetes, weight loss and bodybuilding, prevention and treatment of dental caries, clearing away heat and reducing fire, quitting smoking and sobering up.
3. Policy support
In recent years, governments at all levels have attached great importance to the tea industry, increased investment in the tea industry, and promoted the development of China's tea industry through scientific and technological innovation, structural adjustment, and vigorously expanding domestic and foreign markets. With the support of western development, poverty alleviation policy, returning farmland to forests and other policies and funds, a considerable number of new tea gardens have been developed in major tea-producing provinces. Driven by the good economic benefits of tea, the enthusiasm of tea farmers is constantly rising, and they have stepped up the transformation of old tea gardens and eliminated some tea gardens with low production benefits. The area of tea gardens in China increased from 6,543.8+0.89 million hectares in 20xx to 6,543.8+0.3 million hectares in 20xx, an increase of 654.38+0.94%. In recent years, newly developed tea gardens are basically built according to the requirements of standardization, with high production capacity and large investment in tea gardens, which makes China's tea production maintain rapid growth.
4. Competitive situation
Judging from the main route of Yifu tea industry at present, it meets the demand of most online shopping consumer groups for online shopping tea. Because Tieguanyin has a certain popularity, although it is not as good as Dahongpao, it is suitable for more consumers and the price is relatively affordable. There are many competitors, and the price competition is fierce. Unless you are local, you can get a more favorable purchase price than other places, lower the selling price, and earn profits by volume. (Just Yifu Tea belongs to Quanzhou, which is relatively closer to Anxi)
Third, network market segmentation and target market positioning
1. Consumer analysis
A. Judging from the goods sold recently, the main price of tea in this store is less than 300 yuan, while those over 400 yuan are rare and very popular, so I think this store can enrich more kinds of tea and high-quality tea at this price. The quality and price of tea are two main aspects that consumers pay attention to, so we should start from these two aspects to make tea well. This will help to improve the business of online stores.
B. judging from the products sold, some tea leaves are used as gifts. Therefore, the packaging of tea is also very important, and shops can start from this aspect. Make the tea packaging design have advertising effect and elegant appearance, highlight product quality, and be suitable as a gift. You can also do some work on the logo, so that consumers can have an impression at a glance and highlight the characteristics of the product.
C. Because people of different ages have different habits and ways to taste tea, they may need different teas, so we can produce different teas according to different ages to meet the needs of consumers and give them more choices.
D. Tea is always inseparable from tea sets. Shops can unite some online shop vendors who sell tea sets with high praise and popularity to form a group. If you can link to a reputable tea shop through friendship, the other party may also promote each other in return, which will have the effect of advertising each other, which is conducive to the promotion and sales of the shop and form a whole set of services.
E. The tea displayed on the home page is as hot as possible, which is more conducive to attracting consumers. Of course, some new products can also be put on the shelves for a period of time, which will help increase the number of stores and attract consumers' attention.
F. Want Want is often online, which is convenient for buyers to contact you.
2. Opponent analysis
Tea is one of the three major beverages in the world. China is the largest country in tea production and the second largest country in tea export. At home, drinking tea has become the living habit of most people in China, and tea has become an indispensable healthy drink and spiritual drink in social life. And with the popularization of people's healthy consumption concept, tea is being accepted, loved and pursued by more and more people. Judging from the international demand, China's tea exports maintained a steady growth trend. So there are more and more people selling tea in online stores. Moreover, the competition between industries is becoming more and more fierce. In the face of competition, how to make your online shop survive without being eliminated requires a lot of skills. As a tea online shop, only by understanding the differences of peers, the advantages of competitors, taking its essence and discarding its dross, and seeing the shortcomings of its own online shop, can it have competitive advantages and capital. Without being eliminated.
3. Market positioning
Tea is the heritage of China's food culture. Especially in Fujian, tea is essential at home and at work. There are many kinds of tea, and the price varies greatly according to the origin, season, tea picking time and other factors. Based on various factors, "Yifu Tea Industry" has positioned its main market in the middle and low-end consumer groups. Yifu Tea sells Tieguanyin, which can satisfy the consumption concept of middle and lower consumer groups.
Fourth, network marketing strategy.
1. Email Promotion
E-mail is one of the most effective ways of network permission marketing. Divided into: advertising mail, electronic magazines. The former gets the first attention by widely publishing email information; The latter obtains regular and targeted publicity effects through user permissions, which has a multiplier effect; Send an email newsletter to website registrants every week. Newsletters provide industry news and some tips, and link back to the company website. Make an e-magazine every month and send it to members' mailboxes for free. At the same time, put down all kinds of electronic magazine websites for users to download and read for free. Remember, the quality of e-magazine content is the key, otherwise it will be regarded as garbage. E-book promotion: organize relevant documents, make e-books on related topics of the website, and then reasonably integrate promotional advertisements into e-books. Then put the e-books on thousands of download websites for accurate audiences to download for free.
2. Search engine comments
Statistics show that more than 50% of spontaneous visits come from search engines; Filling search engines effectively is one of the necessary means to improve attention; Tagging search engine should not only pay attention to the choice of this good engine, but also pay attention to tracking the tagging effect regularly and making reasonable corrections or supplements; Submit websites to well-known search engines and directory websites such as Google, Yahoo, MSN, Sohu, Sina, Baidu, etc. The websites can appear in the search results list through the submitted keywords. These collections usually take some time.
3. Network alliance strategy
First of all, realize the exchange of needed goods between similar websites, establish alliances and follow me; Secondly, establish website alliances of the same industry (cultural industry) and the same type (interactive community) to promote each other; Join forum alliance, network summary alliance and map summary alliance. Specially recommended are Qihoo Forum Alliance, Chinese BBS Forum Alliance, No.5 Gallery, China Gallery and China Gallery. According to relevant data, each website can bring 100- 1000 traffic on average every day, among which Qihoo Forum Alliance has the most traffic.
4. Join the Friendship Link Alliance
One of the advantages of joining the friendship link alliance is that it can not only improve the exposure of the website on the Internet, but also increase the number of reverse links and pr value of the website. Also, because the registered friendship link alliance has left the information of the website, it has generated a self-help friendship link system for itself, so that others can add my friendship link without informing me, making the friendship link easier.
5. Soft text promotion
Soft articles are written, published and promoted in a planned way from the perspective of users, industries and media, so that every soft article can be translated and published by various websites and achieve good results. Soft articles should be written so that users can read them profitably, and the titles should be written so as to attract me, so as to achieve the publicity effect.
6. Word of mouth promotion
Through the free service or the planned new carrier, according to the usual routine of word-of-mouth promotion, urge users to help us carry out word-of-mouth promotion.
3. Planning scheme of tea marketing activities
Tea is both traditional and fashionable, and has a long history in China. Learning tea art has become a leisure fashion for urbanites in recent years.
During the activity, we learned about the history of tea culture and the development of Shanghai tea culture, and through on-site tea tasting demonstration, interactive question and answer and other activities, let the guests feel the vastness of China tea culture, cultivate their sentiments with the help of tea art and tea culture, rest their bodies and minds, bid farewell to the bustling city temporarily, and enrich themselves while enjoying and satisfying the high-quality life.
Activity content
1. Learn about the long-standing tea culture in China {10 minutes}
2. The development of tea culture in Shanghai and its surrounding areas {10 minutes}
3. Tea and life, drinking tea scientifically (healthy) {20 minutes}
4. Live Tea Show (Anxi Tieguanyin Kung Fu Tea) {25 minutes}
5. Incense (interactive session) {10 minutes}
6. Hospitality etiquette for family tea party {15min}
Be friends with tea and become attached to it. Tea art is not only the essence of thousands of years of civilization in China, but also one of the indispensable elements to embody the taste and style of modern life and nourish social life.
Activities to be prepared
Equipment: desktop, multifunctional socket, notebook, microphone, bucket.
4. Planning scheme of tea marketing activities
In the Tang Dynasty, Liu described the benefits of drinking tea as "ten virtues": dispersing depressed qi with tea, expelling sleeping qi with tea, prolonging life with tea, removing sick qi with tea, benefiting benevolence with tea, respecting people with tea, tasting taste with tea, practicing Taoism with tea, and aspiring to Kaya with tea.
I. Purpose of the event
Provide a platform for more people to know and understand tea, and let people who love tea get closer to tea. Really integrate tea into our life, study and life journey. We taste life from tea, understand the truth from tea, and get the norms of behavior from tea. At the same time, everyone can speak freely in the association, make friends widely, improve their cultural quality, and be an elegant, refined, enthusiastic and approachable tea man. In this activity, we will show you the unique charm of tea and let students walk on the fresh road of tea culture.
Second, the theme of the event
"Take tea as your friend"
Third, organization
Organizer: tea club instructor: XXX
Fourth, the active object.
Target audience: all students of Hebei XX University.
Verb (abbreviation of verb) activity arrangement
Location: A meal in Little Square.
Activity time: late spring and early summer (to be determined)
Activity preparation of intransitive verbs
1. Item arrangement: several teas, eight tables, ten chairs, six thermos bottles, three sets of disposable cups, several patch panels, two packs of napkins, a tablecloth, a pair of stereos, two wireless microphones, a camera and four awnings.
2. Prepare a series of written documents about tea, such as tea knowledge, tea culture and tea ceremony.
3. Site approval.
4. Personnel arrangement: two hosts, four etiquette, four people to maintain the order of the venue, two sound managers, two commodity managers and several staff members.
5. Clothing: the host's clothing (self-provided), etiquette clothing-cheongsam, tea artist's clothing. All other personnel are dressed formally (self-provided) and wear work permits.
Seven. Activity flow
Pre-preparation:
1, publicity:
A, three days before the event, put a large and a small display board at the door of a meal to promote the event.
B, the day before the activity, put up posters on the bulletin board of each dormitory.
2, personnel training:
A. In the early stage of the activity, the teacher will give intensive training to the performers.
Determine the host and etiquette one week in advance and conduct training.
3. Website layout:
A, four tables in the east of the square, two tables in the north-south direction, and a schematic diagram of the venue.
B, audio layout
C, home layout
D. Overall layout
Event site:
begin
1, 10 Before the activity starts, the host, etiquette and staff are in place.
5 minutes before the start of the competition, the staff will inform everyone by voice that the activity is about to start.
3. The host enters the venue to introduce the significance of this activity and announce the start of the activity.
The plan is divided into two periods: morning and afternoon.
procedure
1. The performers of the tea club briefly introduced various common teas and their functions.
Tea sample display: We will show students different kinds of tea, and the students of our association will tell you the origin, quality and taste of this tea.
Analysis: Tea contains more than 300 chemical components, such as protein, fat, amino acids, carbohydrates, vitamins, tea polyphenols, theanine, aromatic oil, lipopolysaccharide and so on. , are indispensable important nutrients and medicinal substances for human body, and each has its own function. Some of these ingredients are actually a big category, such as tea polyphenols, including more than 30 kinds of phenols; Vitamins can be divided into vitamins and inositol 10. As for the role of tea in disease prevention and treatment, there are many records in ancient books in China, which have also been affirmed by medical circles at home and abroad. For example, tea has different degrees of efficacy in preventing and treating dysentery, gastroenteritis, nephritis, hepatitis, diabetes, hypertension, arteriosclerosis, coronary heart disease, cancer, leukopenia and radiation injury. For example, tea, especially green tea, has an anti-cancer effect. According to a survey in Shizuoka Prefecture, Japan, it is found that the incidence and mortality of cancer in tea areas, especially green tea producing areas, are significantly lower than those in other places. Now it is basically clear that the main anticancer component in tea is catechin; This component is about 15%-20% in green tea. In addition, vitamins C and E contained in tea also have certain anticancer auxiliary effects. Perhaps because of this, tea has various praises abroad, such as "safe drinking", "health drinking" and "healthy longevity drinking".
2. The performer of the teahouse briefly introduced the characteristics of the teapot.
For example, (1) purple sand is a kind of porous material with double pore structure, with fine pores and high density. Using a teapot to make tea without losing its original flavor and lingering fragrance is the real fragrance and delicious tea.
(2) The teapot has good air permeability, and the tea leaves are not easy to deteriorate during use and will not deteriorate in summer. If you don't use it for a long time, it won't smell. Just store the boiling water first, pour it out immediately, and then soak it in cold water to wash it, and your vitality will be restored, and the tea will still taste the same.
(3) The teapot can absorb tea juice, and the inner wall of the teapot is not painted, so there is no peculiar smell when making tea. After long-term use, the wall of teapot accumulates "tea rust", which makes the empty teapot full of boiling water, which is related to the porosity of teapot embryo, which is the unique quality of teapot.
(4) The teapot has good cold and hot mutation performance. In cold winter, boiling water is injected into the teapot, which will never burst because of sudden temperature change. At the same time, the heat transfer of sand is slow, so it won't be hot after making tea. And it can be cooked and heated on slow fire without being cracked by fire.
(5) The longer the purple sand is used, the brighter the color of the pot body will be and the charm will be Wen Ya. The teapot has been used for a long time, and its body will become smoother and more lovely because of touching and wiping.
After the prosperity of the teapot in the middle of the Ming Dynasty, after continuous improvement, it finally became a tea set that caters to both refined tastes and popular tastes.
3. The performers of the tea club briefly introduced the characteristics and usage of various tea sets present.
The six-piece tea ceremony set consists of six parts: a pot leak, a teaspoon, a tea clip, a tea set, a tea needle and a tea tube. Each component has its own purpose, but it can be harmonious and unified. They are put together in a tea cone, which doesn't take up any space. In the tea ceremony performance, each component can fully display itself, so that the whole process is as smooth as flowing water.
4. Introduce tea, teapot and tea set. After people have a certain understanding of the tea ceremony, the performers of the tea club will bring systematic tea performances.
End of opening
1. After the tea set performance, the personnel and utensils retreated to the main venue and settled down. Teapots and tea sets will be available for everyone to enjoy.
2. After the tea ceremony, the performers retreated to the north of the venue to provide services for students who want to have tea at the event.
3. Cultural publicity related to tea will be placed in the south of the venue, and the staff will answer questions from the audience on the spot.
The host announced that the performance was over. Please participate in the activity.
Intransitive verb budget
leave out
Seven, matters needing attention
1. All operators should pay attention to protecting tea sets to avoid unnecessary damage;
2. All members should unite and help each other to prevent unpleasant incidents among internal members;
3. Each team completes its tasks seriously, if it intends to report to the person in charge;
4. The remaining tea can be used for the future development of the association;
5. After the activity, the site should be cleaned up;
6. Check whether the goods are damaged or lost, and report to the teacher in time. Remarks: The right to interpret this activity belongs to the teahouse!
5. Planning scheme of tea marketing activities
The golden wind sends happiness, the jade dew blesses, and the Mid-Autumn Festival night also ushered in the third anniversary celebration of Huzhou Ruifuxiang Tea House. In order to thank friends and tea lovers for their support to the teahouse, Ruifuxiang Teahouse specially held the third anniversary Thanksgiving Tea Party in Huzhou Theme Park.
I. Theme of the event
Miss the bright moon tonight and have a happy family-20xx Mid-Autumn Outdoor Night Tea Party
Second, the time and place of the activity.
Time: 20XX September 28th (tentative)
Venue: Grassland of Renhuangshan Park, Huzhou (specific location to be determined)
Three. participant
Organizer (clerk of Rui Fuxiang): Xiaojin, Xiaoping, Xiaoxiang, Zhang Wei, Wei.
Specially invited guests:
Tea teacher, xxx, xxx distinguished guests: Jiaxing xxx, xxx.
Customer representative:
Hanfu Performance Team: xxxxxx Tea Seats Arrangement Team: xxxxxx Guest Team: xxxxxx
About 20 people
Fourth, the implementation of the activity process
(Supervisor: xxx Contact: XXX)
Verb (abbreviation for verb) organizes division of labor.
(1) secretarial section
(ii) Meetings Section