Lenjoy英文绿茶营销策划方案

Enjoyyourlife,tastethenatureMarcus.A.ValenzuelaLenjoygreenteaTheeighthteam1Executivesummary2Currentmarketingsituation3Marketinganalysis4Objectivesandissues5Marketingstrategy6Marketingprograms7Financialandoperationalplans8MetricsandimplementationcontrolThedirectoryWiththeimprovementoflivingstandardsinChinaandchangesinconsumerattitudes,drinkchangesfromtheoldlifeofluxuryintothedailynecessitiesoflife.Atthesametime,astheimprovementofconsumers’pursuitofhealthandnaturalsense,thebeginningofthevarietyneedsofthedomesticbeveragemarkethasbeenchanged.Therehasbeenasetofdata:Teadrinkhasrisenfourwhichbeyondthebeverageindustryfrom2008,MaytoAugust.15to35agegroupisthemainforceofteadrinkconsumption,accountingfor70%ofthetotalconsumergroups;StudentsofZhenZhouUniversitymonthlyaveragelivingexpensesis748.53Yuan,ofwhich100~200Yuanforbeverageconsumption.Thesedataallindicatethatteadrinkshasbecometheupstartofthebeveragemarket,andtherehasahugemarketpotentialinthemiddleofthemainlyyounguniversitystudents.DuetotheaccumulationofthehistoryaboutChineseteaculture,coupledwithtea’shealthbenefitsandrefreshingthirst-quenchingfunction,openingabottleofready-to-drinkconsumptionpatternsconformtotherequirementsofmodernlifestyle,teabeveragehasbeenpopularwithitsnaturaladvantages.ExecutivesummaryThecompanyproductintroductionLenjoyenterpriseintroductionLenjoyCompanywasestablishedin1967inshaoxing,zhejiangprovince.LenjoyCompanymanagementprojectisdrinks.Fromthebeginningof90s,LenjoyCompanyinBeijing,Shanghai,shenyangandHarbin,chengdu,guangzhou,tianjin,wuhan,xinjianghassetupabout40enterprises.LenjoyteadrinkprofileAstherisinglivingstandard,peopledrinkneedsnolongerjusttostayinthecoke,Sprite,purewaterdemandlevel,moreandmorepeoplearemorelikelytospendnatural,healthdrinks.Inthiscontext,thebeveragemanufacturingenterpriselaunchedanatural,healthydrinksthatincludesteadrink.Lenjoypromptlyseizeteadrinkdevelopmentopportunity,inmainlandChinalaunchedLenjoyteadrink.LenjoygreenteaprofileLenjoyCompanyseizesthedevelopmentopportunityoftheteabeverageintime.OurteadrinkslaunchedinthemainlandofChina.Lenjoygreenteaadheretothebrandpropositionofclosetonature,andstrivetocreateafreshbrandpersonality.Lenjoygreenteahasanti-aging,sterilization,loweringbloodpressure,weightloss,preventtoothdecay,badbreath,clear,anti-cancer,whiteningradiationandimprovedigestion,theseadvantagescanmeetdifferentneedsofeachconsumersonthepursuitofhealthyliving.Ourgoalistobecomethefirstgreenteaproducts,establishsaleadershipbrandimage,thenopensuptheinternationalmarket.MarketinganalysisTargetGroupandCustomerAnalysisThemaintargetcustomersgroup:l5-24year-oldconsumers,secondly25-34yearoldconsumers,Thesetwoagegroupsbecomethemainconsumerofteabeverages.Itissaidthatyoungpeopleareheavyconsumersofteadrinks.Withtheincreaseofage,theconsumptionofteadrinksarealsodecreasing.Thoughyoungpeople’sspendingpowerislimited,theyarestillanimportantgroupthatcannotbeignoredintheteabeverageconsumergroups.Teabeverageconsumptionwomenslightlyoutnumbermen.Thisismainlyduetofemaleconsumerspaymoreattentiontohealth,natural,fashion,andotherfactors,andteabeveragestomeettheneedoffemaleconsumers.Inaddition,morewomenthanmenchoosethemainreasonforteadrinksisthattheteabeverageisnotgettingfat,andwomenhasahigherawarenessofthehealthpropertiesofteadrinksthanmen.Marketingenvironmentanalysis1.ThegeneralsituationbeveragemarketOurdrinksmarketstartedrelativelylate,butalongwiththedevelopmentofmarketeconomy,thesocialeconomybeveragemarketbecameanintegralpartoftheimportant.2.CompetitionsituationofteabeveragemarketTeabeveragemarketinthroughtheseyearsofcompetition,thebasicpatternismature,kangteacher,unity,WangLaoJi,nestle,thesebrandsbasicallyoccupytheteabeveragemarketleadingposition,butatthesametimethefiercecompetitionlevelupgradeagain.MicroenvironmentalanalysisAsteadrinkmoreandmoreintothelineofsightofpeople,Lenjoygreenteaasawell-knownbrand,itslaunchproductswithitsaffordablepricewillbeeasilyacceptedtoyoungpeople.MicroenvironmentanalysisWiththedevelopmentofsociety,theconsumerputforwardhigherrequesttofoodsafetyandhealthproblems.SWOTStrengthsOpportunitiesWeaknessThreatsSWOTanalysisStrengths1.Costadvantage:Chinaistheworld'soriginteacountryandhasrichnaturalresources,itmakesretailpricereasonableandaccordwithyoungpeople'sconsumptionlevel2.Culturalsuperiority.TeaisthequintessenceofChineseculture3.Healthadvantages.Ithasrichvarietyhumanusefulmaterial.Weakness1.Teabeveragemarkethavenotyetreachedthehigherbrandloyalty2.Greenteabeveragemarketisnottakenseriously.3.Teabeveragemarketdevelopmentisinadequateandtheinfluenceislimited.Opportunities1.TeadrinkofInternetusers’attentionspendsthefastestrising2.Youngpeoplearethemainforce.3.Youngpeoplehavenotsetuptheconceptofhealthdrinktea.Threats1.Theproductionbarriersisnothigh,thethresholdislow.2.Teabeveragemarketcompetition.3.Lenjoy’ssituationisgrimintheteabeveragemarketOccupy15percentoftheteabeveragemarketMarketingobjectivesHaveahighersocialawareness,andestablishagoodreputationSocialobjectivesWeplantobegantoprofitaftergettingintomarketinthreeyearsandex