阿萨姆奶茶营销策划书

1、every mouthful of assam tea, can you get the sound of tens of thousands of taste budsassam milk tea promotion planning book小组互评：contentschapter one environmental analysis1section 1 analysis of the current situation11. introduce the company12. introduce the production1section 2 the market environment

2、21. political and legal environment21.1 packaging21.2 health standards3section 3 economic and environmental analysis3chapter two consumer analysis3section 1 the consumption demand3section 2 the purchase situation3chapter three analysis of competitors4section 1 the tea category situation4section 2 th

3、e competition situation4chapter four swot analysis5section 1 the strength5section 2 the weaknesses5section 3 the opportunity5section 4 the threat6chapter five stp target market strategy6section 1 market segmentation6section 2 the target selection, field6section 3 the market positioning7chapter six t

4、he 4ps marketing combination strategy7section 1 products strategy7section 2 the price strategy8section 3 the distribution strategy8section 4 the promotion strategy8chapter seven the planning process9chapter eight conclusion9ichapter one environmental analysissection 1 analysis of the current situati

5、on 1. introduce the company on july 1, 1967, uni-president established in the ancient capital of tainan, yong kang. uni-president firmly believes that: the success of the enterprise is based on sustainable development, and sustainable development cannot do without two important premises: namely the

6、external environment of social resources and and internal environment of enterprise culture.facing the opportunities and challenges, uni-president group will create a happy and healthy corporate image not only in appearance, but also in the inner essence , to repay the society.2. introduce the produ

7、ction product name: unified milk tea (assam original) tea beverageingredients: water, white granulated sugar, creamer (glucose syrup, hydrogenated vegetable oil, milk, sodium caseinate, single and double, three glycerol esters of fatty acid, diacetyl tartaric acid ester, potassium phosphate, sodium

8、citrate, two oxygen, six partial sodium phosphate, silica), skimmed milk powder, red tea, food additive (edible essence, single, double, three glycerol stearate, diacetyl stone acid mono diglycerides, six partial sodium phosphate, sodium citrate, sodium d- isoascorbate, sodium carbonate)protein cont

9、ent: 0.5%shelf life: 9 monthsthe production date and the manufacturer code: see the bottle capnet content: 500mlsection 2 the market environment milk tea has a long history, people from many countries and regions like to drink milk tea.in chinas inner mongolia,tibet,and mongolia, india, britain, mal

10、aysia and other places, milk tea has become an indispensable part of peoples daily life.tea market in mainland china began to enter the high stage of development in 2007.with the quality of life and the ability of consumption rising, people propose a higher request on the taste and fashion of drink.

11、however, milk tea of fashionable new taste,which is popular around the world are popular in consumers especially the fifteen to thirty year-old young consumer groups .they have formed a stable consumption habit.1. political and legal environment1.1 packagingassam milk tea is bottled packaging, great

12、ly saving paper materials, and in line with the environmental requirements.1.2 health standardsassam milk tea is in line with the health standards of the peoples republic of china.section 3 economic and environmental analysiswith the development of economy and society, milk tea is becoming more and

13、more popular in young consumers and crowds pursuing fashion. bottled milk tea is a major trend of the development of milk tea market in the future. assam milk tea adapt to the demand of the times.chapter two consumer analysissection 1 the consumption demandconsumers buying tea is mainly to meet the

14、following requirements:1to quench their thirst.milk tea tastes better compared with other beverages.2 drinking milk tea can ease the pressure after study and work.3 drinking milk tea is very warm in winter4 the demand of fashion pursuit.section 2 the purchase situation 1. place of purchasemilk tea i

15、s generally available in large supermarkets, convenience stores, campus supermarket, bar, tea shops and other places . but consumers tend to choose to buy in the tea shop and common store.2 purchase decisionthe taste,price,and brand are more concerned by consumers.3 the purchase cyclethere is a vast

16、er space in the consumption of milk tea and still a lot of potential consumers.4 pricesthe range of the price that consumers can accept is in 3-4 yuan.chapter three analysis of competitorssection 1 the tea category situationthe main milk tea products in the market currently are instant drinks. cup t

17、ea market tends to saturate, and competition is intense.but bottled tea market has space to exploit. and bottled tea is much more in line with current environmental and convenient demand. section 2 the competition situationthe market status of main competitors and advertising appeal point :the after

18、noon black tea series: the concept of afternoon tea derives from he british aristocracy in eighteenth century. therefore jinjiang kylin has been trying to create a high-end brand image in marketing.yo yo milk tea: in view of the attitude that milk tea entering the market, only wow ha ha empowerment

19、with milk flavor tea makes the biggest move.at present chapter four swot analysissection 1 the strength1. assam milk tea culture is popular in young people.2.the brand of assam milk tea has a reliable company reputation.3. assam milk tea has so many potential consumers because its just listed soon.4

20、 .milk tea is a kind of drink that young consumers like.consumer market will be very wide as long as proper sales promotion.section 2 the weaknesses1. the retail price is not a competitive advantage.2 .the propaganda of assam milk tea is not wide enough.3 . the taste of assam milk tea is single, not

21、 selective.section 3 the opportunity1. uni-president has a good reputation.the sales of its products has a a good word of mouth .2. consumers demand for milk tea beverage is bigger and bigger. this situation can help enterprise put the products into the market rapidly, to obtain higher profits,and e

22、xpand their market shares and scale. enterprises will have larger development space, and they can develope the quantities of consumers and improve their loyalty when they form their own characteristics,section 4 the threatmilk tea industry is a kind of industry that the differences between products

23、are relatively small so that the market entry barriers is relatively low.as a result, there will be a sharp rise in milk tea beverage enterprises. this will cause intense competitions and tea beverages war begins. wow ha ha ha group, lipton group, hui yuan group, jianlibao group etc.are strong compe

24、titive enterprises on the market of milk tea drinks . price war is more and more intense,and the price of milk tea is 3 yuan -5 yuan on the market. chapter five stp target market strategysection 1 market segmentationsection 2 the target selection, fieldassam milk tea choose young consumers between 1

25、5 and 30 as its target consumers. they pursue fashion, love life, and have a high demand for life quality.section 3 the market positioning1. according to the type of consumers: state of assam has an ancient name that everyone knows called kamarupa. the word means beautiful. so we can shape the assam

26、 milk tea offashion, young image the basis of it .2. according to the need of market : according to their own characteristics,we can give assam milk tea this positioning: smooth, thick milk flavor, sweet, a little tea perfume.3.according to the product characteristic: assam milk tea is composed of a

27、ssam black tea and authentic new zea land milk.,the soup color of assam black tea is slightly dark red brown, with a touch of malt fragrance, rose fragrance, thick flavor. its a strong tea, the best choice for the winter. therefore, assam can be positioned as winter tea tea. chapter six the 4ps mark

28、eting combination strategysection 1 products strategy the conception of product strategy refers to something that can provide the market with things to meet the desires and needs ,including three aspects: core product, form product, additional product. assam milk tea is a kind of drink launched by u

29、ni-president and its suitable for young people . emphasize personalized service, highlight the notion of youth and happiness .we should set up a young milk tea image.section 2 the price strategybecause our target consumers belong to the young generation,.their consumption notion is comparatively cas

30、ual, and they will buy products,as long as they love.they have a large sum of pocket money, so we follow the unified assam price 4.5 yuan.section 3 the distribution strategywe choose the long and wide sales channels. because milk tea is a kind of product that its not easy to damage and to outdated.

31、its volume is small, price is not high, and sales locations are scattered, so long and wide channel is suit for assam milk tea.section 4 the promotion strategy1. product promotionon one hand ,we rely on uni-presidents existing ads, on the other hand, the network propaganda. in addition to arrange pe

32、rsonnel to try to drink tea in the business activities such as the publicity assam regional distributors.2 .carry out various activities 1.1 assam milk tea campus activities1.2 sponsor international fellowship activities in colleges and universities.choosei am the master of my own happiness as the theme, improving the popularity of assam tea in colleges and universities .1.3 campus radio can not be ignored.