Tea sales and trade (article)

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“QQ4318611” Series Tea Marketing Plan

Tea, as a popular drink, has been in China for thousands of years Today, with the significant improvement of people's living standards, on the one hand, all kinds of drinks are emerging in droves, with new colors and new varieties emerging in endlessly. On the other hand, drinking tea is still a traditional habit of the majority of Chinese people. As far as the current situation of tea is concerned, the market is huge and the overall demand for tea is also very large.

Sichuan QQ4318611 Tea Company is a large tea company integrating production, supply and sales. It has first-class tea gardens, first-class technology and first-class management. Nowadays, Sichuan QQ4318611 Tea Company proposes to "promote the national drink and revitalize Sichuan tea" and launches the "QQ4318611" brand series of tea products. It shoulders the important task of leading the "revitalization of Sichuan tea" and brings high-quality series of tea products to consumers. .

With the continuous progress of society and the continuous improvement of people's living standards, people's consumption concepts are also constantly changing. The "QQ4318611" series of high-quality tea products launched by QQ4318611 Company mainly focus on product positioning. It is aimed at white-collar workers, tea lovers, personnel in government agencies, enterprises and institutions, intellectuals and other broad groups with a certain consumption level. From the consumer level of "QQ4318611", its consumption places are mainly high-end teahouses, tea shops, major shopping malls, specialty stores, hotels, mid-to-high-end entertainment venues, as well as groups such as government agencies, large and medium-sized enterprise personnel, and conferences. sexual consumption.

Sichuan QQ4318611 Tea Company's "QQ4318611" brand series of teas are centered on the three major commitments of "high quality commitment, quantity guarantee, and perfect after-sales service" to meet the needs of consumers. Under the guidance of the concept of market economy, the marketing of QQ4318611 Tea Company uses a marketing mix and various strategies and means to occupy the target market based on the positioning of "QQ4318611" tea and the conditions of the consumer groups, so that consumers can taste "QQ4318611" tea as early as possible. QQ4318611" style, we strive to establish ourselves in Chengdu, radiate throughout Sichuan, and achieve annual sales of more than 15 million yuan within one year. As the QQ4318611 company continues to grow, it will strive to occupy all of Sichuan and go nationwide within two years.

1. Marketing ideas and implementation methods:

1. Marketing ideas:

QQ4318611 The company established a marketing department based on market conditions and recruited 30 business backbones to be responsible for market development. First, the sales staff were trained on tea and marketing knowledge, and the QQ4318611 company’s philosophy of “promoting the national drink and revitalizing Sichuan tea” was instilled. Establish a sense of responsibility centered on the three major commitments of "QQ4318611 Tea": "quality, quantity and service". In the marketing plan, the marketing ideas are divided into two parts. On the one hand, it focuses on mid- to high-end products, strengthens the brand awareness of "QQ4318611", and attracts consumers through brand strategy. On the other hand, it targets the mass market with (low-end tea Mainly) non-brand strategy is aimed at ordinary consumers, through some wholesale channels or directly entering low-end tea shops and teahouses.

2. Implementation methods

Based on the product positioning and consumer groups (places) of "QQ4318611", the salesmen are divided into several business groups to develop the market from various fields.

The first stage: Establish the following business groups according to consumer industry and place classification or by region (mainly targeting the Chengdu market)

1. Mid-to-high-end tea house business group 5 People

2. 5 people in the business team of large and medium-sized shopping malls and supermarkets

3. 5 people in the business team of enterprises and institutions, conferences (group consumption)

4. Hotels 5 people in the business team of hotels, hotels and high-end entertainment venues

5. 5 people in the strong grocery store and wholesale retailer business team

6. Provincial and municipal tea companies and wholesalers, The Dazhong Tea Shop Group has 5 people

The above six business groups strive to fully expand the business and quickly occupy the market within three months. At the same time, they use various promotional methods and advertising to strive to establish tea in Chengdu urban area. The beverage industry has set off a wave of "QQ4318611".

The arrangements of each business group are as follows:

1. High and high-end teahouse business group:

There are about 360 high school teahouses in Chengdu, distributed in the five urban districts of the city. According to the four regions of east, west, south and north, we selected 200 teahouses as the current "QQ4318611" direct sales units, and the five members of the business team were responsible for each area. According to the promotion method of 2 teahouses per person per day, we will establish commercial marketing relationships with each teahouse (including the order of distribution, appraisal of economic contracts, and payment collection system), so that we can establish relationships with 200 teahouses within a month. When the salesperson contacts the tea house, the company will cooperate with various forms of advertising. At the same time, it can entrust special promotion of "QQ4318611", such as giving or hanging POP logos, simple and beautiful posters, and small gift introductions. Tea knowledge makes consumers feel that they should drink "QQ4318611" when they come to the teahouse. On this basis, the "three major promises" are fulfilled to the teahouse and consumers.

2. Shopping malls and supermarkets business group:

Shopping malls and supermarkets are places where consumers move around or specifically purchase items. We selected about 80 large and medium-sized shopping malls and supermarkets (chain stores) in Chengdu, which were also divided into 4 areas. Five salesmen were responsible for establishing business relationships. It is expected that "QQ4318611" will be distributed and put on the counters in about 20 days. After being contacted, large shopping malls can establish about 20 special counters, cooperate with POP and exquisite advertisements to establish their own image, and use powerful promotional methods to attract consumers to buy.

3. Group consumption business group of enterprises and institutions:

Tea for labor insurance and various conferences in enterprises and institutions constitute a large part of the tea market. According to each enterprise The nature of the unit can be systematically divided according to industry classification, which can be divided into 20 fields, such as: public security system, agricultural system, industrial system, etc. Each person is responsible for business contacts in 4 aspects, because each system can be connected internally. . Through this, we can select about 1,000 enterprises and institutions of various types to establish "QQ4318611" business relationships, and gradually implement labor insurance tea or long-term supply channels for each unit.

4. Hotels, hotels and high-end entertainment venues business group

(After tea culture promotion is basically in place) The current tea consumption in hotels and hotels is mainly based on tea bags, "QQ4318611" It can be made into bagged tea similar to Head & Shoulders simple shampoo bags and entered into major hotels and hotels. At the same time, hotels, hotel entertainment venues and other high-end and high-end entertainment venues in society are also places for tea consumption. Using the same segmentation method, salesmen directly establish supply relationships with each location.

5. A strong business group for dry groceries and small stores (simultaneous marketing of brands and non-brands)

Most people’s consumption is focused on dry groceries and small stores, because tea is a consumable product and the majority of consumers are random The probability of purchasing is higher, and it also focuses on mid- to low-end popular tea. We also selected 500 stores across the city as the direct sales points of "QQ4318611", hung POP advertisements, and 4 salesmen were responsible for contacting them. We strive to have all the goods in place within about 2 months and establish a mutually trusting business relationship.

6. Municipal tea company and tea wholesaler business group (non-brand marketing)

Provincial and municipal tea companies are old channels for selling tea, and QQ4318611 company should strengthen cooperative relations with them. At the same time, Chengdu is a distribution center for tea. 5-10 tea wholesalers have been selected in a planned manner as a strong supplement to the above direct sales. This wholesaler focuses on non-brand operation (mainly operating as Dazhong Tea) and is located all over Chengdu. Grand Park Tea Shop, Roadside Tea Shop, etc.

The second phase: June to September

After three months of hard work, QQ4318611 company has basically established the main tea business and consumption outlets in Chengdu. With the cooperation of strong advertising, "QQ4318611" has entered a relatively normal marketing field. In order to expand the business scope, we should start to establish marketing outlets in 12 cities and counties around Chengdu. 12 salesmen from the marketing department can be selected to form the surrounding area. The marketing business group, each person is responsible for a city, district or county, and directly establishes direct sales relationships with local teahouses, shops, hotels and tea companies. It can also be based on the actual local conditions when the time is right. , entrusting 1-2 local tea agents to fully represent the operation and sales of "QQ4318611".

The third stage: before the end of 2002

With the continuous business development of QQ4318611 company, based on Chengdu City, it will gradually spread throughout Sichuan, allowing "QQ4318611" to enter the province other consumer cities within the country. We selected 10 secondary cities in the province with certain economic strength and consumption level: Mianyang, Leshan, Xichang, Neijiang, Yibin, Zigong, Luzhou, Suining, and Nanchong as marketing network cities. When offices or branches are set up in these cities, the Chengdu QQ4318611 company headquarters will send a permanent staff member to be responsible for the business contact work of each local distribution point. Other staff in offices or branches can be recruited from local areas to further expand business channels.

The fourth stage: after 2002

After "QQ4318611" gained a foothold in Sichuan, it gradually expanded its business outside the province and established branches in provincial capital cities across the country in a planned and step-by-step manner. company or office, or entrust a local tea agent with full marketing agency.

Second sales forecast:

The first stage: 1. Tea house business group

(1) The average price of tea is 100 yuan/jin

(2) Each of the 200 teahouses sells 2 kilograms per day (off season, medium tea house) 400 kilograms/house

(3) Press "QQ4318611" to account for 50% of the sales 200 kilograms/200 houses*100* 365 (days) = 7.3 million yuan

2. Large and medium-sized shopping malls and supermarkets business group

(1) Sales of 5,000 yuan per store per month

( 2) 80 merchants (tentative target) 5000*80*12=4.8 million yuan

3. Enterprises, institutions, institutions, conference (group consumption) business groups

(1 ) Select 1,000 households

(2) The average annual consumption per household is 3,600 yuan 3,600 yuan * 1,000 = 3.6 million yuan

4. Guesthouses, hotels, entertainment venues business group

(1) The average consumption per household is 2,000 yuan

(2) Select 200 stores with 2000*200=400,000 yuan

5. Small shops and capable cadres Grocery Store Business Group

(1) Select 500 stores

(2) Average annual sales per store is 1,500 yuan 1,500*500=750,000 yuan

6 . Provincial and municipal tea companies and wholesalers are estimated to be 800-1 million yuan

The second phase is expected to be:

12 cities, counties and districts around Chengdu

Annual sales of 100,000 yuan per place 10*12=1.2 million yuan

Total annual tea sales of Sichuan QQ4318611 Tea Company

Total: 730 + 480 + 360 + 40 + 75 + 80 + 1.2 million = 18.85 million (guaranteed 15 million yuan)

3. Marketing management

1. Marketing personnel management

2. Marketing work procedures

3. Approval of marketing work tasks and reward and punishment methods