Xishan tea is a specialty of Guiping, Guangxi. Because it grows in the alpine environment, it is favored by consumers because of its pure quality and outstanding characteristics. This project aims to improve the brand awareness and sales of Xishan Tea through marketing planning.

Second, the market analysis:

1. There is a strong demand in the tea market, and consumers are paying more and more attention to natural, high-quality and fragrant tea.

2. As a specialty of Guangxi, Xishan Tea has unique regionality, guaranteed quality and high market competitiveness.

3. In the local area, some small-scale Xishan tea farmers have a single circulation channel and weak marketing ability, which leads to uneven brand image.

4. At the same time, there are many counterfeit Xishan tea in the market, which increases the choice risk of consumers and needs to strengthen brand promotion and quality supervision.

Third, the target customer groups:

Mainly distributed in large and medium-sized cities, tea lovers, health care providers, gift givers and other tea consumers.

Fourth, the implementation plan:

1. Brand positioning:

As a famous brand in Guangxi, Xishan Tea should emphasize its regional advantages and quality advantages in the promotion process. By integrating the resource advantages of Xishan tea farmers, we will increase the brand positioning and publicity of Xishan tea and establish its natural, pure and exquisite brand image.

2. Channel construction:

Choose the sales channels that meet the brand positioning of Xishan Tea. Pay equal attention to online channels (such as JD.COM and Tmall) and offline channels (such as teahouses and famous tea chain stores) to create a corresponding sales atmosphere and cultural atmosphere. At the same time, plan the national tourism promotion activities of Xishan tea to attract more consumers to buy.

3. Marketing promotion:

A. Online promotion: Open official flagship stores on e-commerce platforms such as JD.COM, Tmall and Pinduoduo to create a unique store image and marketing culture of Xishan Tea and improve consumer stickiness. At the same time, through online channels such as social media and WeChat official account, marketing promotion is carried out, and various activities (such as tasting new products and giving free gifts) are launched. ) to increase user activity and participation.

B. Offline promotion: Participate in all kinds of tea fairs, promotion activities and rural tourism activities at home and abroad. In some Xishan tea producing areas, Xishan tea observation, tasting and experience activities were held to increase consumers' awareness of Xishan tea and improve users' stickiness and satisfaction. At the same time, participate in national tea competitions and competitions, and strive for industry recognition.

4._ Product quality monitoring:

Through testing, sampling inspection and quality supervision, the overall quality and safety of Xishan tea varieties are ensured, the brand image is enhanced and the trust of consumers is increased.

Verb (abbreviation for verb) Budget allocation:

1. Brand positioning and publicity: 500,000 yuan.

2. Channel construction and expansion: 6,543.8+0,000 yuan.

3. Marketing promotion: 6.5438+0.5 million yuan.

4._ Product quality control: 500,000 yuan

The expected effect of intransitive verbs:

Through the implementation of this project, it is expected to gradually improve the brand awareness and sales volume of Xishan Tea, at the same time expand the market share of Xishan Tea, enhance the influence of the industry, and push this major to a broader market.