Tea marketing planning (1) . When China's economic development gradually entered the era of micro -profit, when most tea companies' sales continued to rise and profit declined year by year, many tea companies pointed to the development direction to profits. A considerable high -end market, but I have never known how to enter the attractive high -end market. Lilun Marketing Planning Agency believes that, in fact, whether it is high, medium, and low -end markets, there are potential game rules. The successful operation model of the mass market is not necessarily suitable for high -end product operations, but there is no way for tea companies to market high -end brand marketing. In the case, the following is discussed from several factors. 1. Cultural elements. Culture is a symbol, and precipitates create classics. A high -end brand needs far -reaching historical culture to support it. Just like cultural relics, the year is a direct manifestation of its core value. The longer the age, the more you can ignite the enthusiasm of the public for watching. In terms of culture, one is a historical culture associated with products, such as the Eight Horse Tieguanyin, and the Chinese Min and Wewei. Enterprises often preach the culture of Confucianism, Buddhism and Taoism, because tea has been connected with Confucianism, Buddhism and Taoism since ancient times, and clever use can receive extraordinary results. . Details. Details are the hardware and foundation of high -end brands. All high -end brands, regardless of industry and characteristics, will interpret the details almost perfect and crazy. 1. Selected raw materials. The raw materials are the source and foundation of high -quality production. Most high -end brands are promoted with the characteristics of raw materials. They dissolve their high -quality locations and climate characteristics. The direct feeling and trust of excellence highlights its harshness in raw materials. 2. Manufacturing process. The excellent manufacturing process is a high -quality effective guarantee. The exquisite craftsmanship of Matan, XO and other wines as the source of demands, even a oak barrel material and production have strict requirements. It is characterized by the characteristics of high temperature sterilization and zero storage. And some durable consumer products such as some clothing, how many stitches per inch, how many to make the process for demands. The manufacturing process does not have to be so advanced or how high the technology content is, but it must be meticulous and meticulous, which can make consumers feel intuitive. These can also give the tea industry a lot of inspiration. 3. Unique quality. For tea, unique quality is not necessarily classic, but it must be unique and perceptible. Each kind of tea has a unique quality and perceived quality, so tea companies must have the most unique product and the unique quality that consumers can directly recognize and accept. It is not the best effect, but as long as it is consumers, it can be perceived directly. three, excellent image design. The product is the foundation of the brand, and the image is the brand's pavilion. No matter how good the foundation is, if the pavilion is not matched with it, it is also a situation where the gate is left out of the door. In terms of image design, high -end brands are mainly carried out from two aspects. On the one hand, industrial modeling design must be designed with unique, elegant and rich and associative design characteristics. In addition to opening the terminal display of the terminal display, the good modeling design is more that it is more consumer and taste that consumes high -end consumer self and taste. The other is the design of the brand's publicity image. The publicity image must be unified, simple, elegant, and high -end. Most of them are psychological consumption, so the brand image must start with emotion, and advocate a elegant and high -quality lifestyle. For example, it advocates a cup of "natural, healthy, and tasteful" good tea customs, which is advocated by Xiangchaya. 4. matching media promotion strategies. Volkswagen media can only create a high popularity, but it cannot shape a high -end brand. In the media promotion strategy, high -end tea brands pay great attention to the matching of each other. It does not need to be known to women and children. It only needs to be promoted in high -end media and places. If women and children are known, it will affect the desire to consume high -end brands, because consumption is originally a process of showing the same difference. If women and children are If you know, it lacks characteristics such as the uniqueness, mysterious and high -end characteristics of high -end brands. 5. The brand is full. No matter what occasions, high -end tea brands will appear in a comprehensive and three -dimensional image in any occasion to strengthen the brand's fullness. High -end brands generally shall be comprehensive Any single link can directly feel the characteristics of the brand. Therefore, shaping high -end brands is a process that focuses on details, just like consumers who consume high -end products. He has time, ability, and wisdom to identify any products and things. Therefore, paying attention to details is a direct manifestation of high -end tea brands. 6. The propaganda content is two -pronged. In terms of propaganda content, high -end tea brands will not only carry out spiritual sensibility such as lifestyle, concepts, etc., but also rationally publicize the product's raw materials, production technology, services and other details. Because consumers of high -end brands are at the tip of the pyramid, they are the leaders of the trend, and their sensuality can satisfy their superior vanity, and rationality is the most direct expression of its meticulous appreciation. A high -end brand consumers expect that they are not a simple and superficial consumption way. They want to be a gentleman consumption concept with connotation, elegance, and appreciation ability. 7. Single profit strategy. The number of people at the tip of the pyramid is absolutely disadvantaged in any society. Therefore, making high -end brands will not pursue sales profits from the "quantity" aspect. It must be pursuing sales profits from the "quality" aspect. If the pursuit of sales will not only achieve the purpose of sales, in severe cases, it may damage the brand, because high -end brands are originally exclusive to a few people. Only in this way can it reflect the high -end image. The tea marketing planning book (2) Stay enterprises to use unavailable macro factors that affect the sales of tea markets and the controlled sales factors that can be controlled by enterprises can most effectively use their corporate resources to give full play to their advantages. Design The tea marketing strategy suitable for tea enterprises, formulate the best tea marketing comprehensive solution to achieve the expected goal of the enterprise, which largely depends on the selection and application of the combination of tea marketing factors. So, how to choose and use marketing factors? The marketing factors combination refers to the comprehensive use of various market methods that enterprises can control. It requires a enterprise to use system methods to carry out marketing management. For different internal and external environments of the enterprise, the best combination of various market methods is made to promote them to cooperate with each other and play a comprehensive role. Overall, it includes tea product design, product services, basic prices, payment methods, distribution routes, manpower sales, business promotion, advertising and other aspects. As a branch of the large social market, the meaning of the combination of tea sales and the principle of combination is consistent with the general market. Therefore, the formulation of tea marketing factors must follow the following aspects: . According to the production and sales target set by the enterprise, for market demand, analyze what are not controlled by the sales of the tea market, and the control factors of the enterprise can control the factors. how? Which of these factors are favorable and which are unfavorable. Secondly, analyze the manpower, funds, technology, equipment resources of the enterprise and the advantages, strengths and weaknesses of the enterprise. Third, on the basis of the above analysis, the best combination of selection and application of related marketing factors, and in accordance with the changes in the internal and external environment of the enterprise, timely change the marketing factors to adapt to the changes in the internal and external environment. Fourth, the combination of marketing factors, as the basis of the overall sales activity of the enterprise, can not only comprehensively use four factors, but also focus on one or two factors of the tea products and markets. Fifth, the use of marketing factors to formulate marketing strategies, or choose a combination of best marketing factors, which is a detailed and complicated task. In addition to paying close attention to the company's goals, target market needs, and environmental conditions of the company's internal and external environmental conditions In addition, you should also pay attention to the coordination of various factors.
Tea marketing planning (1)
. When China's economic development gradually entered the era of micro -profit, when most tea companies' sales continued to rise and profit declined year by year, many tea companies pointed to the development direction to profits. A considerable high -end market, but I have never known how to enter the attractive high -end market. Lilun Marketing Planning Agency believes that, in fact, whether it is high, medium, and low -end markets, there are potential game rules. The successful operation model of the mass market is not necessarily suitable for high -end product operations, but there is no way for tea companies to market high -end brand marketing. In the case, the following is discussed from several factors.
1. Cultural elements. Culture is a symbol, and precipitates create classics. A high -end brand needs far -reaching historical culture to support it. Just like cultural relics, the year is a direct manifestation of its core value. The longer the age, the more you can ignite the enthusiasm of the public for watching. In terms of culture, one is a historical culture associated with products, such as the Eight Horse Tieguanyin, and the Chinese Min and Wewei. Enterprises often preach the culture of Confucianism, Buddhism and Taoism, because tea has been connected with Confucianism, Buddhism and Taoism since ancient times, and clever use can receive extraordinary results.
. Details. Details are the hardware and foundation of high -end brands. All high -end brands, regardless of industry and characteristics, will interpret the details almost perfect and crazy.
1. Selected raw materials. The raw materials are the source and foundation of high -quality production. Most high -end brands are promoted with the characteristics of raw materials. They dissolve their high -quality locations and climate characteristics. The direct feeling and trust of excellence highlights its harshness in raw materials.
2. Manufacturing process. The excellent manufacturing process is a high -quality effective guarantee. The exquisite craftsmanship of Matan, XO and other wines as the source of demands, even a oak barrel material and production have strict requirements. It is characterized by the characteristics of high temperature sterilization and zero storage. And some durable consumer products such as some clothing, how many stitches per inch, how many to make the process for demands. The manufacturing process does not have to be so advanced or how high the technology content is, but it must be meticulous and meticulous, which can make consumers feel intuitive. These can also give the tea industry a lot of inspiration.
3. Unique quality. For tea, unique quality is not necessarily classic, but it must be unique and perceptible. Each kind of tea has a unique quality and perceived quality, so tea companies must have the most unique product and the unique quality that consumers can directly recognize and accept. It is not the best effect, but as long as it is consumers, it can be perceived directly.
three, excellent image design. The product is the foundation of the brand, and the image is the brand's pavilion. No matter how good the foundation is, if the pavilion is not matched with it, it is also a situation where the gate is left out of the door.
In terms of image design, high -end brands are mainly carried out from two aspects. On the one hand, industrial modeling design must be designed with unique, elegant and rich and associative design characteristics. In addition to opening the terminal display of the terminal display, the good modeling design is more that it is more consumer and taste that consumes high -end consumer self and taste.
The other is the design of the brand's publicity image. The publicity image must be unified, simple, elegant, and high -end. Most of them are psychological consumption, so the brand image must start with emotion, and advocate a elegant and high -quality lifestyle. For example, it advocates a cup of "natural, healthy, and tasteful" good tea customs, which is advocated by Xiangchaya.
4. matching media promotion strategies. Volkswagen media can only create a high popularity, but it cannot shape a high -end brand. In the media promotion strategy, high -end tea brands pay great attention to the matching of each other. It does not need to be known to women and children. It only needs to be promoted in high -end media and places. If women and children are known, it will affect the desire to consume high -end brands, because consumption is originally a process of showing the same difference. If women and children are If you know, it lacks characteristics such as the uniqueness, mysterious and high -end characteristics of high -end brands.
5. The brand is full. No matter what occasions, high -end tea brands will appear in a comprehensive and three -dimensional image in any occasion to strengthen the brand's fullness. High -end brands generally shall be comprehensive Any single link can directly feel the characteristics of the brand. Therefore, shaping high -end brands is a process that focuses on details, just like consumers who consume high -end products. He has time, ability, and wisdom to identify any products and things. Therefore, paying attention to details is a direct manifestation of high -end tea brands.
6. The propaganda content is two -pronged. In terms of propaganda content, high -end tea brands will not only carry out spiritual sensibility such as lifestyle, concepts, etc., but also rationally publicize the product's raw materials, production technology, services and other details.
Because consumers of high -end brands are at the tip of the pyramid, they are the leaders of the trend, and their sensuality can satisfy their superior vanity, and rationality is the most direct expression of its meticulous appreciation. A high -end brand consumers expect that they are not a simple and superficial consumption way. They want to be a gentleman consumption concept with connotation, elegance, and appreciation ability.
7. Single profit strategy. The number of people at the tip of the pyramid is absolutely disadvantaged in any society. Therefore, making high -end brands will not pursue sales profits from the "quantity" aspect. It must be pursuing sales profits from the "quality" aspect. If the pursuit of sales will not only achieve the purpose of sales, in severe cases, it may damage the brand, because high -end brands are originally exclusive to a few people. Only in this way can it reflect the high -end image.
The tea marketing planning book (2)
Stay enterprises to use unavailable macro factors that affect the sales of tea markets and the controlled sales factors that can be controlled by enterprises can most effectively use their corporate resources to give full play to their advantages. Design The tea marketing strategy suitable for tea enterprises, formulate the best tea marketing comprehensive solution to achieve the expected goal of the enterprise, which largely depends on the selection and application of the combination of tea marketing factors. So, how to choose and use marketing factors?
The marketing factors combination refers to the comprehensive use of various market methods that enterprises can control. It requires a enterprise to use system methods to carry out marketing management. For different internal and external environments of the enterprise, the best combination of various market methods is made to promote them to cooperate with each other and play a comprehensive role. Overall, it includes tea product design, product services, basic prices, payment methods, distribution routes, manpower sales, business promotion, advertising and other aspects. As a branch of the large social market, the meaning of the combination of tea sales and the principle of combination is consistent with the general market. Therefore, the formulation of tea marketing factors must follow the following aspects:
. According to the production and sales target set by the enterprise, for market demand, analyze what are not controlled by the sales of the tea market, and the control factors of the enterprise can control the factors. how? Which of these factors are favorable and which are unfavorable.
Secondly, analyze the manpower, funds, technology, equipment resources of the enterprise and the advantages, strengths and weaknesses of the enterprise.
Third, on the basis of the above analysis, the best combination of selection and application of related marketing factors, and in accordance with the changes in the internal and external environment of the enterprise, timely change the marketing factors to adapt to the changes in the internal and external environment.
Fourth, the combination of marketing factors, as the basis of the overall sales activity of the enterprise, can not only comprehensively use four factors, but also focus on one or two factors of the tea products and markets.
Fifth, the use of marketing factors to formulate marketing strategies, or choose a combination of best marketing factors, which is a detailed and complicated task. In addition to paying close attention to the company's goals, target market needs, and environmental conditions of the company's internal and external environmental conditions In addition, you should also pay attention to the coordination of various factors.