West Lake Longjing tea marketing plan

According to market research, the current market for Xihu Longjing tea is mainly concentrated in the high-end market, for tea consumers in the mature market, the main concern is the quality of tea, source, price, taste and other factors. Meanwhile, consumers in emerging markets are increasing their demand for tea consumption, focusing mainly on the visibility of tea, packaging, gifts and other promotional elements. Therefore, the marketing program of Xihu Longjing tea should take into account these two markets, and satisfy the market demand by improving the product quality and brand image as well as strengthening the promotional strategy.

Second, product positioning

Positioning Xihu Longjing tea in the high-end tea market, focusing on the quality and taste of the product, while having a strong history and culture and regional characteristics, so that consumers can feel the strong cultural heritage while tasting tea. At the same time, it is also suitable for the majority of consumers to taste, to create a must-have brand in the hearts of tea consumers.

Three, marketing strategy

1. Brand promotion

In consumers to promote the brand, increase market awareness. It can be done through offline activities, such as holding brand promotion activities in teahouses and high-end hotels, so as to unfold the characteristics and cultural heritage of the product. In the media field, it can be publicized through TV, newspapers and the Internet, and online promotional activities can be carried out in social networks. At the same time, you can cooperate with well-known celebrities for brand endorsement, and combined with the brand culture, brand placement and display, so that consumers can increase the reputation of the product.

2. Promotional activities

Provide consumers with promotional offers, such as full gifts, group purchases, lucky draws and other activities to gradually form a brand image and enhance consumer purchasing power, while not affecting the brand's high-end image. In the selling place can increase the purchase of food and beverage packages and several other services to further expand sales channels and increase sales.

3. Online store promotion

Establish an online sales platform, make full use of network resources, through the network marketing means to establish online store promotion. Focus on highlighting the professionalism and quality of the products in the online store can provide consumers with a convenient and fast shopping experience, while attracting the attention of young consumers to expand the market share.

Four, business strategy

1. Carry forward the brand culture

The brand culture will be fully carried forward, focusing on high quality, quality and taste of the product, emphasizing the historical origins of the tea, to build into a product with connotation, so as to attract more consumers.

2. Establish brand image

Communicate high-quality brand image, so that consumers perceive the quality of the product guarantee, at the same time, in any way to show the product's culture, fame and quality.

3. Establish sales channels

Developing and establishing appropriate sales outlets, exploring more opportunities in the tea market, perfecting minimized operations management, and guaranteeing a pleasurable experience in turnover and consumption are all key strategies.