Orange Green Tea Marketing

Planning
Planner:
SM Ashibur hasnat 195603
Ma Yuan hao 200140
Ma Xin Yi 200145

2/12/2020
 　 Planning completion date and
applicable time period of this plan:
Because marketing planning has a
certain time, the market conditions
The name of the planning in different time periods are
book: different, and the marketing
execution effect is also different.
Orange Green Tea Marketing There is no systematic marketing
Planning Book strategy yet, so it is necessary to
plan a marketing plan based on
market characteristics. This
marketing plan will last for three
months.
 Table of Contents
Introduction to
New Product
Marketing

Problem Analysis of
Plan summary Marketing
Analysis
Status

Marketing Marketing
Goal Action Plan Control
Strategy budget
(1) Introduction to new product marketing
　　 Company name: Ms.U
　　 Brand Name: U Green Tea
　　 Slogan: Drink it if you are happy!
　　 Product introduction: Ms.U green tea is a newly developed green tea beverage brand under Ms.U. Ms.U
Green Tea takes health as its philosophy, takes satisfying consumer needs as its most important mission, and
has a high degree of control and attention to the development and changes of the market structure. Ms.U
green tea is also making changes with the times in response to the needs of the market and consumers,
starting from caring for the psychological needs of consumers, and advocating positive life concepts and
attitudes.
　　 Ms.U Green Tea regards 16-25 year old students and young working people as its target consumer group.
This is because these people are generally good young people with vitality and enterprising spirit. They have a
sense of health, a sense of achievement and self-identity. They pay attention to the quality of life, know how to
enjoy life and pursue fashion, but they never blindly follow the trend. The health philosophy pursued by Ms.U
green tea is: to be healthy and natural, optimistic and enterprising, unpretentious, friendly and confident, and
contagious. As a newly launched green tea beverage brand, Ms.U Green Tea promises to bring the best quality
to consumers. Every bottle of green tea contains natural honey, which is naturally healthy, moisturizes the
mouth and quenches thirst. The fresh and refreshing taste makes you feel that you are not only tasting green
tea drinks, but also feel the relaxation, relaxation and comfort brought by Ms.U green tea. Fresh attitude. Ms.U
wild green tea takes "always healthy" as the core value of the brand, and uses the nature, health, vitality and
vitality of green tea beverages to convey to consumers a feeling of freedom and relaxation and a healthy
lifestyle. Drinking Ms.U green tea makes people feel the green and healthy quality of life.
Product efficacy and function:

　　 Green tea, also known as unfermented tea. Use

suitable tea tree shoots as raw materials,
　　 The characteristics of green tea retain more of
the natural substances in the fresh leaves. Among
them, the tea polyphenol caffeine retains more
than 85% of the fresh leaves, the chlorophyll
retains about 50%, and the loss of vitamins is less.
The most scientific research results show that
green tea contains more than 450 organic
compounds and more than 15 inorganic minerals.
Most of these ingredients Both have health care
and disease prevention effects. The natural
substances retained in green tea have special
effects on anti-aging, anti-cancer, anti-cancer,
sterilization, and anti-inflammatory, etc., which are
not as good as other teas.
　 These effects and functions of green tea are the
points where Ms.U green tea promotes the market.
(2) Plan summary
Main purpose First stage Finally

The main purpose of this The first stage is to Let everyone feel the new
marketing plan is to bring establish a good and enjoyment that Ms.U
the company’s main healthy corporate culture brings to us, and bring
product-the newly among the vast the best quality to
developed green tea consumer groups. consumers.
beverage brand under
Ms.U into the market.
(3) Analysis of Marketing Status
　　 1. Market situation
　　 Coca-Cola green tea beverages are now
mainly marketed to consumers in the 15-34
age group, and the needs of different 最高
consumers are indistinguishable, including 增长
consumers of different age groups and
consumers of different incomes.
Judging from the current market share, it has
reached 50.5%, occupying the dominant
position in the industry. However, in terms of
market competition this year, if Coca-Cola
tea beverages want to maintain its dominant
position, its market size appears to be very
large. limited.
 According to our survey report, Coca-Cola bottled
green tea has a dominant position in the minds of
consumers in the bottled green tea market of its peers,
and it accounts for more than 60% of the market share.
Therefore, our competitor is Coca-Cola green tea.
We understand that green tea is aimed at 16-25 year-
old students and young working people, because this
group of people are generally good young people with
vitality and enterprising spirit, health consciousness,
sense of achievement and self-identity.
They pay attention to the quality of life, know how to
enjoy life and pursue fashion, but they never blindly
follow the trend. The survey results show that when
consumers buy green tea, they not only pay attention to
its thirst quenching and health effects, but also pay
more attention to its taste. The taste of Coca-Cola's
green tea is relatively single, and consumers have no
more choices and cannot satisfy consumers' choices
of various tastes.
　　 Therefore, when we promote our new products to the
market, we must first make a breakthrough in taste.
(4) Problem analysis
1. Opportunity and
challenge analysis
The development potential
of the Coca-Cola green tea
market is still great, but at
the same time, other
companies have also
targeted this market and
launched new products one
after another.
2. Advantages and
disadvantages
The product itself has a
higher brand reputation and
more advanced production
technology, which is its
advantage, and the product
has a single taste and the
packaging is not prominent
among many brands, which is
its shortcoming.
3. Problem analysis
The main problem that Ms.U
green tea's target market has to
solve is to make a breakthrough
in taste, try to enter the consumer
market with a low-price, high-
quality sales policy, expand the
target consumer group, and
establish a presence in the broad
consumer group. A good and
healthy corporate culture allows
everyone to experience the new
enjoyment that Ms.U brings to us
and bring the best quality to
consumers.
(5) Goal
1. Financial goals

　　 Ms.U green tea, in the initial stage of entering the market, invested 1.5
million in advertising and promotion expenses, and 1 million in research and
development expenses for new products. The remaining funds are used for
capital turnover and other purposes when promoting products. It is expected
that after two months, the promotion will achieve good results, and at the
same time realize the recovery of profits, establish a good brand image in the
eyes of consumers, and gain a certain consumer group.
(5) Goal
2. Marketing objectives

　　 To rationalize the sales-related institutions and systems, and to improve the efficiency of
processing orders, delivery, and collection.

When a salesperson accepts orders and collects money, he must be separated from the
related incidental transaction work, so that the salesperson can concentrate on his sales duties.
Therefore, in terms of sales, another plan should be made and a special department should be
set up to handle this matter.

Improve the processing procedures (steps), try to strengthen the connection with the sales
store and internal communication, and improve the overall management of the business and the
efficiency of related affairs. In particular, various accounts (leaflets, daily newspapers) must be
used cleverly to improve efficiency.The total sales scale during the planning period is 10,000
bottles of Ms.U green tea, with a market share of 5%, and the product market price target is: 2
Rm/bottle.
(6) Marketing strategy 1. Target market
Ms.U Green Tea regards 16-25 year
old students and young working
people as its target consumer group.
The health philosophy pursued by
Ms.U green tea is: to be healthy and
natural, optimistic and enterprising,
unpretentious, friendly and
confident, and contagious.
According to the natural, healthy, and
thirst-quenching characteristics of the
product itself, and our market
segmentation, we can see that
different products are produced to
attract more and different consumers
and form a differentiated market, while
taking advantage of brand advantages
and consumer loyalty Make the
product continue to maintain its good
development momentum.
2. Product plan
2. Product Plan

adopt product variety and product innovation strategy.

We provide a variety of flavors to attract consumers' attention and satisfy the diverse tastes of consumers.

Green tea can have a variety of flavors and health benefits:

　　 Chrysanthemum Green Tea: Green tea is anti-radiation, anti-aging, chrysanthemum clears heat and reduces
fire.

　　 Lemon green tea: There are a lot of VC, the skin will become beautiful, and it has the effect of losing weight.

　 Jasmine Green Tea: A faint fragrance of jasmine.

　　 Rose Green Tea: Whitening effect──Rose has a purifying effect. Green tea can promote metabolism, purify the
intestines and resist oxidation. While adopting product varieties and product innovation strategies, it is also
necessary to improve service strategies and intensive advertising strategies.
3.Promotion plan

Brands and channels are carried out at the same time: on the one hand, we
advertise our green tea beverages on the packaging of a variety of well-
known products, advertise the products at a very low cost, and expand
channels. On the other hand, they can also be used in our product packaging.
With advertisements of other well-known companies, you can not only get
advertising costs, and work with the strong, but also highlight your business
strength, build a reputation, and build a brand.

　　 1) Promotions in stores, in large and medium-sized sales stores,

implement uncovering and rewarding activities: Although this type of
promotion is very common in beverage promotions, it can be improved in
reward methods and winning rate
2) Select universities and other colleges
and universities close to the company to
conduct mid-level promotional activities,
triggering more potential consumer
needs

①Near the school dining hall, for

example, set up Ms.U green tea tasting
base camp at UPM

②Using posters to introduce the

advantages of Ms.U green tea to
consumers

③Distribute leaflets, etc.

(8) Marketing budget and (9) Control
Ms.U green tea, at the early stage of entering
the market, invested 1.5 million in
advertising and promotion expenses, and 1
million in research and development
expenses for new products. The remaining
funds are used for capital turnover and other
purposes when promoting products. It is
expected that in two months, the promotion
will achieve good results, and at the same
time will achieve a rebound in profits,
establish a good brand image in the minds of
consumers, and gain a certain consumer
group.
Formulate the projected profit and loss
statement of the plan. The income side lists
the expected sales volume and average
realized price, and the expenditure side lists
the design, research costs, realized
distribution costs and marketing expenses.
The income and expenditure difference is
the estimated profit, which is submitted to
the management department for review.
After approval, it can be used as the basis for
making plans and arranging production and
marketing activities. All plans and programs,
when necessary, must be adjusted in
conjunction with market changes.