First, the micro-marketing environment
1.
milieu interne
According to reports,
Wang Laoji Pharmaceutical has just been
20 1 1
year
1
moon
10
Daily completion
The change of the third board of directors after the joint venture,
The fifth generation of Wang Lao Ji,
Director of Hong Kong Tongxing Pharmaceutical
Ms. Chang is the chairman of Wang Laoji Pharmaceutical.
Mr. Shi, Deputy General Manager
Former vice chairman and president.
exist
2008
year
12
A few months,
Mainly founded by Wang Laoji Pharmaceutical.
"Guangzhou herbal tea key engineering technology research and development center"
The center effectively integrates enterprises.
Internal and external information of the industry,
Strengthen the material basis of herbal tea,
Safety assessment,
quality standard
Research,
Make scientific research achievements rapidly transformed,
It plays a leading role in the healthy development of herbal tea industry.
Function. However, both the Sudan Red incident and Sanlu milk powder incident have highlighted food.
Influence of product source quality control on finished product quality.
Quality monitoring at the source,
Wong Lo Kat
The pharmaceutical industry has established a standardized planting base for herbal tea raw materials in a fixed place of origin.
(gap
basis
)
And went deep into Shandong, Jiangsu and other major authentic herbal tea producing areas to investigate the planting process of medicinal materials.
The safety of harvesting process, fertilization and application was investigated. Through the field investigation of producing areas and suppliers,
Evaluate and determine the source of plant raw materials, and standardize the management of planting and purchasing.
2.
From the point of view of middlemen:
In the promotion activities,
In addition to continuing to consolidate biographies,
In addition to the "Jiaduobao Sales Elite Club" with unified channels,
Also fully considered how to strengthen.
Development and control of catering channels,
Implement "hot pot restaurant market" and "cooperative hotel"
Plan, choose the main hot pot restaurant and restaurant as "Wang Lao Ji sincere cooperation store" and vote
Invest in holiday promotions with them.
Because it provides a real business.
Benefits,
Therefore, the red pot Wang Laoji quickly entered the catering channel.
Become the main recommended drink
Products.
3.
From the consumer's perspective:
There is no difference between boxed Wang Laoji and red jar Wang Laoji.
be
Same brand, different packages, different prices. It is the same product line and does not exist.
Essential difference.
And the price difference between boxed Wang Laoji and Red Wang Can Laoji,
also
This is caused by different packaging.
Now Wang Laoji is very popular among consumers in China.
great fame
,
Extensive cognition. When we are uncomfortable, our first thought is
To drink Wang Laoji's drink,
Especially men smoke more,
Too much to drink.
Sometimes,
Obviously, it represents an answer that can solve the problem.
Such a thing.
The occurrence of love is a very lucky and wonderful thing for any enterprise.
Because this is
The brand has lived in the hearts of consumers and become a more meaningful representative.
4.
From the competitor's point of view:
"
Prevent anger
"
The beverage market is still in a period of rapid growth,
This remains to be explored.
Wang Laoji has firmly occupied the position of leading brand.
become
Consumers' first choice, the task of developing categories, red pot Wang Laoji deserved, also
Only it can resist the fire Lord,
The attack of herbal tea drinks such as Deng Lao herbal tea.
Therefore,
From a strategic perspective, boxed Wang Laoji should fully support the development of Wang Laoji in red cans.
"
Preventatively
Fire drink
"
The market, don't set fire to the backyard, and the red pot Wang Laoji for the market, the most
It will eventually prevent Wang Laoji from opening the market.
Although many similar products appeared on the market later.
Products, such as Haikou cannery.
"
Attack
"
, a factory in Foshan, Guangdong
"
Denglao herbal tea
"
etc
Adding the front edge of herbal tea beverage,
I can't shake the brands of herbal tea and Wang Laoji.
The identity of Consumers Association changed Wang Laoji's status as a representative of herbal tea drinks.
5.
As far as the product itself is concerned, boxed Wang Laoji has its own characteristics due to different packaging and prices.
Fixed consumer groups and consumer occasions.
Due to different packaging forms,
Deciding on Wang Lao.
There are differences between Ji and Wang Laoji in drinking occasions.
Red jar Wang Lao Ji red tin jar
"
put on
"
Appears upscale fashion, can meet the etiquette needs of China people, and can be friends.
Drinks for parties, banquets and other social occasions, so they performed well in the catering channel.
Boxed Wang Laoji appears in the carton packaging, which is light in weight and poor in packaging texture. number
Can reflect the grade,
Can't compete with Wang Laoji in the catering channel.
But drink it as soon as possible
(Fang
Portable small packaged drinks) and family consumption (non-social occasions)
Field, red pot Wang Laoji per can
3.5
The retail price of yuan is the same as that of other packages on the market.
Compared with the form of drinks, the price is relatively high, which can not meet the demand of price sensitivity and income.
Limited consumer groups (such as students). ). And box each box of Wang Laoji.
2
Zero of yuan
Price,
For the above-mentioned people who like to drink Wang Laoji drinks,
It is undoubtedly the best choice.
choose Moreover, in the household consumption market, people mainly buy in bulk and drink at home.
There is no need to show off and face when drinking. On the premise of good quality, they are cheap.
The main consideration for buying for the family. Therefore, in the ready-to-drink and household consumption markets, boxes
Pretending to be Wang Laoji has obvious advantages.
6.
Public perspective
：
Guangzhou people like to drink herbal tea, especially in summer, a cup of herbal tea is imported,
Immediately produce saliva to quench thirst, cool and comfortable. And a bowl of sweet and sour.
"
Wong Lo Kat
"
Herbal tea, more
It can relieve summer heat, eliminate dampness and clear heat, and is specially used for treating damp-heat and blood stasis, dry mouth and red urine, sore throat and fever.
Caught a cold at four o'clock, no wonder it's called
"
Guangdong herbal tea Wang
"
. Many people get a tingle from time to time on weekdays.
Tell the children to drink a bowl of herbal tea stalls in the street.
"
Wong Lo Kat
"
Eliminate heat depression, or buy some herbal tea bags.
It is safe to keep it at home, and even some overseas Chinese will buy some when they return home to visit relatives.
"
Wong Lo Kat
"
waistband
Go abroad and let friends and relatives who have lived overseas for a long time taste the taste of Yangcheng when they have a headache and fever.
"
Wong Lo Kat
"
The efficacy of.
Since then, Wang Laoji has not only sold herbal tea, but also made herbs into medicine bags for customers to take out.
Travel far. Wang Lao Ji's herbal tea spread widely, and everyone benefited from it until.
Today, it exists forever.
Two. macro environment
1
.
economic circumstances
Wang Laoji herbal tea has made great progress.
,
This is a successful application.
After that. Just five years.
,
Herbal tea has gone from a corner of Lingnan to the whole country and the world.
The data released by Guangdong Food Industry Association also shows that,
,
The year when herbal tea entered the world.
2006
year
The output of herbal tea drinks has achieved rapid growth.
,
Arrive nearby
celebrity
Ten thousand tons
,
reach
20 10
China herbal tea
Annual sales have increased to100000.
600
Ten thousand tons.
The intangible brand headed by the red pot Wang Laoji is the beginning.
Finally firmly under control.
90%
Market share. In recent years, Guangdong herbal tea is the representative.
The vegetable and beverage market is developing rapidly.
Compared with the small fight ten years ago,
At present, it has begun to take shape
Adult sales are drawing to a close.
200
A billion-dollar beverage industry.
Annual sales of Wang Laoji beverages
2002
year
2003
year
2004
year
2005
year
2006
year
2007
year
2008
year
2009
year
1.8
hundred million yuan
six
hundred million yuan
14.3
hundred million yuan
25
hundred million yuan
40
hundred million yuan
90
hundred million yuan
150
hundred million yuan
170
hundred million yuan
(Among them
2005-2009
The box is included in the annual consumption)
2.
Social and cultural environment:
"
Fully understand the social culture, social progress and people of herbal tea.
The Core Value Orientation of Class Development
,
The whole industry joined forces to study the development of herbal tea culture and industry.
The connotation of,
Value and responsibility
,
Promote the prosperity of the industry.
,
This means a lot.
"
Sponsored by the summit
Zhang Junxiu, president of Fang Guangdong Food Industry Association, pointed out.
Senior expert in literature, history and archaeology,
Guangzhou
Mai Hao Ying, lifelong honorary curator of the Municipal Museum, believes that
:"
Herbal tea has been preserved by Lingnan people and China people.
The Roots of Harmonious Coexistence between Man and Man and Nature
,
This is the best embodiment of the homology theory of medicine and food.
Things. It embodies China.
,
Especially the popularization and promotion of Lingnan food culture and the joint efforts of all parties.
:"
cool
tea party
"
Build an industrial blueprint
3.
Science and technology environment:
1
moon
25
Japan, country
863
Planned Project-"Function"
Safety evaluation of sexual food and key detection technology of functional factors "
Officially launched in Guangzhou,
Guangdong
Boxed Wang Laoji, one of the representatives of herbal tea, was officially selected into the national high-tech research and development plan.
row
(863
plan
)
. exist
2008
In 2008, Jiaduobao took advantage of the Olympic Games.
,
On the Hudson River in new york.
Play up
"
Welcome to Beijing.
"
slogan
,
Trying to let the world know about Wang Laoji
,
Know China.
National beverage
,
Understand the traditional culture of China.
20 10
year
nine
moon
,
Wang Laoji got the red jar.
"
eat
Pinjie Oscar
"
be called
"
Global food industry award
",
International expert who won the jury.
Highly praised.
This not only shows that Wang Laoji's product production technology has completely reached the international advanced level.
level
,
More importantly, Wang Laoji inherited and carried forward the culture of healthy and healthy herbal tea.
,
Big consumption
Many people spread national food science and culture.
,
It's for China national beverage brand and China food.
Enhance the international influence of culture
,
Declare that herbal tea adhering to the essence of China culture has won the world.
Recognition of ...
In the same year,
Established the "Key Engineering Technology of Guangzhou Herbal Tea" based on Wang Laoji Pharmaceutical.
R&D Center "
. By effectively integrating internal and external information of enterprises,
strengthen
The material basis of herbal tea,
Safety assessment,
Quality standard research,
Make scientific research achievements rapidly transformed,
It plays a leading and demonstration role for the healthy development of herbal tea industry.