Marketing plan

Group2

• Description and ownership of proposed business

• Assessment of the business environment

Economic environment Industry environment Global environment

• Marketing plan Target market Pricing Product characteristics Distribution Promotion

• Summary

Description and ownership of proposed business

• Our proposed business----QIN XINMING( 沁心茗 )is a partnership which produces bottled mixed scented tea. As people paying more and more attention to their beauty and health, our company creates four new series of beverage with various functions. Our products ------bottled mixed scented tea, will surely make our customers enjoy themselves and provide more convenience for them at the same time.

Assessment of the business environment

• Economic environment As a fresh and healthy beverage, Scented tea has

become more and more popular with people, especially women who care their health very much. That’s to say, there's an increasing demand for scented tea nowadays. Besides, the market of scented tea in our country is still vacant, so as for our new products, there is plenty of room for development. What’s more, scented tea is a kind of healthy daily beverage with low price aiming to all the consumer groups, so the demand for scented tea will not change a lot in response to the economic environment. We can expect that our products will have a good market prospect while economy in our country is in a period of sustained and steady development.

• Industry environment We have analyzed the market of scented tea

drinks and find that MASTER KONG produces bottled jasmine tea and TONGYI produces bottled green and black tea. At present, jasmine tea of MASTER KONG occupies the most of market share (85%). Jasmine tea has played an essential role in scented tea market. But other scented tea hasn’t get much attention by the market. It creates a good opportunity for our company to produce different kinds of bottled mixed scented tea drinks.

• Global environment

Drinking scented tea has a long history in foreign countries, and the life style of drinking scented tea and other healthy products is popular in the world, so foreign countries also have a large demand for scented tea. We hope that our new healthy products which are characteristic of Chinese herbal culture will enter into international market successfully.

Marketing plan

• Target market Our products are produced for all kinds of peopl

e. We provide different kinds of consumers with different products so that their special and individual need can be satisfied.

• Pricing Our mixed scented tea contains different kinds

of useful ingredient, so the price is a bit higher than general Carbonated, but it also differs slightly from different series. In a word, the price ranges from 5 to 7 RMB.

• Product characteristics The most obvious advantage is that we have four series of mixed scented te

a with different kinds of functions that can appeal different target customers. Every series includes two types. For example:

the first series helps keep fit Stevia rebaudiana + marigold + pearl teapromoting digestion, boosting im

munity. （甜菊叶＋金盏花＋珍珠茶 = 帮助消化降火气，提供免疫力） jasmine flower + lemon-grass + honey helping those specific customers wi

th acid indigestion, chronic gastritis and flatulence. ( 茉莉花＋柠檬草＋蜂蜜 =改善胃酸过多、慢性胃炎、肠胃胀气、助消化 )

The second series is mainly for women health(女性保健 ) The next one is produced specially for office staff to keep ener

getic and ease fatigue And the last series focuses on elimination of toxicant and bein

g beautiful. (排毒养颜 )

• Another advantage is that our products are all bottled, which brings more convenience because customers can bring it anywhere easily and enjoy it at any time. They don't have to boil water and make scented tea any more by which save a lot of time.

马鞭草

柠檬草玫瑰花＋迷迭香＋陈皮 =腰酸背疼、能调血气、消除疲劳。

• Distribution Nowadays, with the rapid increase of the consumer

market in China, the best channels for distribution are direct selling, intermediaries’ distribution and super retail stores, which can not only guarantee the control of the company to the channels but also cover the market largely and achieve expansion rapidly through low costs. What should be noticed at the same time is that in Chinese current market, the management of channels of distribution in the companies of drinking consumer goods is focused on using intermediaries to distribute products.

As far as we are concerned, we will choose two-level channel which includes two marketing intermediaries----wholesalers & retailers. We will distribute our products to wholesalers and retailers all over our country so that consumers can buy it easily. It can save a lot of time because we do not have to deal directly with thousands of small retailers and adds five types of value to us.

• Promotion Although TV ads are quite expensive, in order to

publicize our brand and products, at the very beginning, we’ll spare no effort to advertise it successfully. Then, we’ll also publish our ads on newspaper as well as magazines. Besides, Internet is also of vital importance and we will cover it of course. We also want to make point-of-sale displays, sampling, coupons and trade stamps as well as premiums in supermarkets, especially hypermarkets when we first launch our products.

Summary

• Our business------QIN XINMING （沁心茗） aims to provide our customers bottled mixed scented tea which is beneficial to our health as well as easy to carry. We will publicize our products by ads on TV, magazines, newspaper and other promotion means. And then we will choose two-level channel to distribute them. “ 沁心茗，喜欢你就呡一口” ----LOVE ME, ENJOY ME

Thank you

Group 2