Lenjoy英文绿茶营销策划方案

Enjoyyourlife,tastethenature,Marcus.A.Valenzuela,Lenjoygreentea,Theeighthteam,ExecutivesummaryCurrentmarketingsituationMarketinganalysisObjectivesandissuesMarketingstrategyMarketingprogramsFinancialandoperationalplansMetricsandimplementationcontrol,Thedirectory,WiththeimprovementoflivingstandardsinChinaandchangesinconsumerattitudes,drinkchangesfromtheoldlifeofluxuryintothedailynecessitiesoflife.Atthesametime,astheimprovementofconsumerspursuitofhealthandnaturalsense,thebeginningofthevarietyneedsofthedomesticbeveragemarkethasbeenchanged.Therehasbeenasetofdata:Teadrinkhasrisenfourwhichbeyondthebeverageindustryfrom2008,MaytoAugust.15to35agegroupisthemainforceofteadrinkconsumption,accountingfor70%ofthetotalconsumergroups;StudentsofZhenZhouUniversitymonthlyaveragelivingexpensesis748.53Yuan,ofwhich100200Yuanforbeverageconsumption.Thesedataallindicatethatteadrinkshasbecometheupstartofthebeveragemarket,andtherehasahugemarketpotentialinthemiddleofthemainlyyounguniversitystudents.DuetotheaccumulationofthehistoryaboutChineseteaculture,coupledwithteashealthbenefitsandrefreshingthirst-quenchingfunction,openingabottleofready-to-drinkconsumptionpatternsconformtotherequirementsofmodernlifestyle,teabeveragehasbeenpopularwithitsnaturaladvantages.,Executivesummary,Thecompanyproductintroduction,LenjoyCompanywasestablishedin1967inshaoxing,zhejiangprovince.LenjoyCompanymanagementprojectisdrinks.Fromthebeginningof90s,LenjoyCompanyinBeijing,Shanghai,shenyangandHarbin,chengdu,guangzhou,tianjin,wuhan,xinjianghassetupabout40enterprises.,Astherisinglivingstandard,peopledrinkneedsnolongerjusttostayinthecoke,Sprite,purewaterdemandlevel,moreandmorepeoplearemorelikelytospendnatural,healthdrinks.Inthiscontext,thebeveragemanufacturingenterpriselaunchedanatural,healthydrinksthatincludesteadrink.Lenjoypromptlyseizeteadrinkdevelopmentopportunity,inmainlandChinalaunchedLenjoyteadrink.,LenjoyCompanyseizesthedevelopmentopportunityoftheteabeverageintime.OurteadrinkslaunchedinthemainlandofChina.Lenjoygreenteaadheretothebrandpropositionofclosetonature,andstrivetocreateafreshbrandpersonality.Lenjoygreenteahasanti-aging,sterilization,loweringbloodpressure,weightloss,preventtoothdecay,badbreath,clear,anti-cancer,whiteningradiationandimprovedigestion,theseadvantagescanmeetdifferentneedsofeachconsumersonthepursuitofhealthyliving.Ourgoalistobecomethefirstgreenteaproducts,establishsaleadershipbrandimage,thenopensuptheinternationalmarket.,Marketinganalysis,Themaintargetcustomersgroup:l5-24year-oldconsumers,secondly25-34yearoldconsumers,Thesetwoagegroupsbecomethemainconsumerofteabeverages.Itissaidthatyoungpeopleareheavyconsumersofteadrinks.Withtheincreaseofage,theconsumptionofteadrinksarealsodecreasing.Thoughyoungpeoplesspendingpowerislimited,theyarestillanimportantgroupthatcannotbeignoredintheteabeverageconsumergroups.Teabeverageconsumptionwomenslightlyoutnumbermen.Thisismainlyduetofemaleconsumerspaymoreattentiontohealth,natural,fashion,andotherfactors,andteabeveragestomeettheneedoffemaleconsumers.Inaddition,morewomenthanmenchoosethemainreasonforteadrinksisthattheteabeverageisnotgettingfat,andwomenhasahigherawarenessofthehealthpropertiesofteadrinksthanmen.,1.ThegeneralsituationbeveragemarketOurdrinksmarketstartedrelativelylate,butalongwiththedevelopmentofmarketeconomy,thesocialeconomybeveragemarketbecameanintegralpartoftheimportant.2.CompetitionsituationofteabeveragemarketTeabeveragemarketinthroughtheseyearsofcompetition,thebasicpatternismature,kangteacher,unity,WangLaoJi,nestle,thesebrandsbasicallyoccupytheteabeveragemarketleadingposition,butatthesametimethefiercecompetitionlevelupgradeagain.,SWOTanalysis,Objectivesandissues,Theproductstrategy,promotionstrategies,Channelstrategy,Pricestrategy,Marketingstrategy,Takefollowingstrategywithothersimilarproductsonthemarket;Trytoavoidpricewar.1ProductpriceanalysisThecoreofthebeveragemarketisabout17-27.Thisgroupincludecollegestudentsgroup,theyoccupiesalargeproportionintheprice.Collegestudentsacceptablepriceonthedrinksiswithin3yuan.,（1）Strengthenmodernaccessmanagement,andmaketheestablishmentofregionalbenchmarkingshopspreadgradually.（2）Payattentiontomasterterminalcustomermaintenanceanddevelopment,andreducedependenceonlarge,mediumandsmallbatchcontrol.（3）PerfectingtheInternetbar,thefactorypathofthedevelopment,thedevelopmentofaneveningpathways.（4）Seizingthecommandingheightsofthepathways,frompointtoarealocalandregionaladvantagesestablish.（5）Improvetheservicequalityofaccesscustomer.,（1）OpenVIPstore,anduseVIPstorepromotion.（2）Sponsorshipschools,sports,publicwelfareactivities.（3）Usingthesunumbrella,suittablesandchairsonsalespromotion,putinthestreet.（4）Advertisingpaperpointsareaandroadofbrandthread.（5）Accesstocustomerappraisalmodel.（6）Usingmodernizedpathwaysforbrandmaintenance:attachedtofindadvertisersproductionmodelpileofbox.（7）Forgoodbusinessaddressandexcellentemployeeappraisal.（8）Reduceasingletakegivepromotionmode,accesstoreduceasinglediscountofmodernpromotionway,advocateavarietyofpromotionthrough.Establishfull-timepromotionteamanddisplaypersonnel.（9）ConsumersalespromotionLeadingthought:throughtheconsumersalespromotionactivity,thepromotionproductofthetasteoftheacceptanceandawareness,andexpandconsumergroup.,promotionplan,Distributionplan,Pricingplan,productplan,Marketingprograms,Theretailprice:37.5yuan/box2.5yuan/bottle,Advertisingcampaignscost,Financialandoperationalplans,Metricsandimplementationcontrol,Throughtheinvestigation,weknowthegreenteamarketsituation,analyzesthetrendofthedevelopm