The main consumer groups of Master Kong iced black tea are young people and office white-collar workers. They pay attention to convenience, health and taste, and often hold a cup of herbal tea to keep fit and quench their thirst. In the increasingly fierce competition in the catering market, differentiated marketing for the target market is also an important means to improve sales and brand awareness.
Second, the marketing strategy
1. product positioning
The orientation of Master Kong iced tea is fashion, health and convenience. Highlight the drinking portability, health care efficacy and taste of the product.
2. Brand promotion
In order to enhance brand awareness and trust, multi-dimensional publicity and promotion are needed. You can advertise in major TV stations, expressway roadsides, subway stations, buses and other places that often appear; At the same time, it provides interactive activities such as product lottery and coupons, which can not only attract consumers' attention, but also enhance the user experience.
3. Completely open channels
The sale channels of Master Kong iced black tea are open, involving online and offline standardized operation, so that more people can buy the quality products of Master Kong iced black tea more conveniently. If you enter the flagship stores of major supermarkets and online manufacturers, you can also cooperate with the e-commerce platform to hold a series of product promotion activities to further enhance the popularity of Master Kong iced black tea.
Rebuild word of mouth
Health care is the core selling point of Master Kong iced tea, but it will also be challenged by competitive products. In order to reshape the public image of Master Kong iced tea, we can strengthen the brand image of Master Kong iced tea by advertising, public relations, publishing health copy on social media and launching new products. In addition, it also helps to improve consumers' trust and loyalty to Master Kong iced black tea.
Third, marketing activities planning
1. Joint sports events
The positioning of Master Kong iced tea closely fits the lifestyle of young people. We can consider joining hands with some large-scale sports events, such as basketball, football and tennis, to become the official designated beverage brands of the events, and display the products by directly placing billboards of Master Kong iced tea in the venues and creating special corners of Master Kong iced tea in the audience.
2. Summer scratch music
In summer, summer music scraping activities are launched. When purchasing Master Kong iced tea, you can get vouchers ranging from 10 yuan, 100 yuan and 1000 yuan, as well as updated iced tea products. Through online and offline promotion, it attracts consumers' attention and improves their sense of participation.
3. Celebrity endorsements
Master Kong iced black tea can find popular and influential stars among young people. Combining their personal image characteristics and the characteristics of Master Kong's iced black tea, * * * will carry out advertising and social media operations, such as releasing advertising slogans such as "Youth Drinking Cool" to form a * * * sound and enhance the exposure and reputation of the products.