首页 商务交流报告最终版

商务交流报告最终版

举报
开通vip

商务交流报告最终版Unif Milk Tea Marketing Plan CONTENTS TOC \o "1-3" \h \z \u I. Information of Product 3 1. Name: Unif Milk Tea 3 2. Introduction of Raw Materials 3 3. Features 3 4. Price 4 5. Package 4 II. Market Research 5 1. Market Quotation 5 2. Package (Whether it is con...

商务交流报告最终版
Unif Milk Tea Marketing Plan CONTENTS TOC \o "1-3" \h \z \u I. Information of Product 3 1. Name: Unif Milk Tea 3 2. Introduction of Raw Materials 3 3. Features 3 4. Price 4 5. Package 4 II. Market Research 5 1. Market Quotation 5 2. Package (Whether it is convenient) 7 3. Taste(Quality) 9 4. Innovate the Source of Milk (Goat’s milk) 10 5. Promotion Methods 11 6. Conclusion 13 III. Promotion Strategy 14 1. Competition Sponsored by Our Company 14 2. Free Satisfactory 14 3. Price Discount 15 4. Add Vending Machines 16 5. Lucky Draw 17 6. Micro Blog Plan 17 IV. Marketing Plan Summary 18 V.Appendix 19 I. Information of Product 1. Name: Unif Milk Tea 2. Introduction of Raw Materials Tea: Selecting the West Lake Longjing Tea, which is the Chinese top 10 teas. The Longjing Tea planted on Hangzhou hills which absorbed abundant sunshine and rain. It has 4 famous features: bright green color, fresh tastes, fragrance and beautiful shape. Milk: Selecting the goat milk from 40 degrees north latitude, which is recognized as the High quality milk produced area, and using the UHT technology to sterilize in order to make sure the safety of product. 3. Features (1)The perfect mate of summer: Longjing Tea It has anti-aging function which makes it the world-famous. At the same time, functions such as refreshing, digesting, weight-losing, fatigue eliminating are well-known among Chinese. In the view of most Chinese, green tea is the best choice in summer. (2)The emerging of new milk: goat milk Goat milk is a kind of new drink for most people. Actually, it has greater features than traditional cow milk. Firstly, it is easier to digest by human beings. The Fat balls and protein particles of goat milk is 1/3 smaller than cow milk, and the size of particles is uniform, therefore, it reduced the burden to our stomach. Secondly, dairy protein of goat milk is higher, making it easier to be absorbed. Thirdly, the Casein structure of goat milk is totally different from cow milk, so people who are allergic to caw milk and have weaker physique could make it as substitute. Fourthly, the quantity of immunoglobulin is very high. Immunoglobulin can effectively eliminate the virus and protect human beings from being injured. Finally, goat milk has the similar minerals to breast milk; therefore it can be accepted by anyone. As a result, using advanced technology to mix the Longjing Tea and goat milk perfectly, creating plentiful and fresh tasted Unit-President unify milk tea. (3) A variety of tastes In order to satisfy different people, the taste of Unit-President unify milk tea is variable, such as plain, fruity (apple, banana, strawberry, blueberry, orange, pineapple, mango, papaya), coffee, chocolate and wheat. 4. Price The retailing price is ¥4.5 of 500ml for plastic bottles,¥3.5 of 355ml for cans, ¥2 of 250ml for boxes. The price is the same among different tastes. 5. Package The milk tea’s package in cans, cartons and plastic bottles are the best choice. The capacity can be 250ml (in cartons) 355ml (in cans) and 500ml (in plastic bottles). II. Market Research 1. Market Quotation Figure 1 Figure 2 Figure 3 We can see from figure 1, the majority of consumers prefer to carbonated drinks and juice; they won the market acceptance because of long development and mature production process. Tea beverages and milk tea are different from traditional tea and milk; they are easy accepted by youngsters, this point can get from figure 2. From the figure 3, the consumption of milk tea is frequently, 74% of the consumers drink milk tea once a week. So the milk tea still has a great development area in the beverages market. As a new type beverage, milk tea can gain wildly recognition through improve production process and increase publicity. 2. Package (Whether it is convenient) Figure 4 Figure 5 Figure 6 From the choice in milk tea’s package, we find that the plastic bottles and cans (which made of aluminum foil materials) are more popularity, about the capacity; 200-400ml is more popular, mainly because the 200-400ml is middle degree of capacity, and the plastic bottles are easy to carry, the consumers could drink at any time. These two points show that: the package of tea is very important. Carrying conveniently and drinking at any time are the key factors to attract consumers. 3. Taste(Quality) Table 1 Figure 7 From the table 1 above we can see, the most important factor to attract the consumers to buy milk tea is the taste, the second is nutrition. And the following reasons are price, packaging, brand identity. From the choice of the most favorite taste in figure 7: Nearly half of them chose the original. In a survey about the milk price, 60% of the people think milk tea’s price between 2-4 Yuan is reasonable. These three points show that consumers pay most attention to the mellow taste of milk tea. Therefore, the most important to the milk producers is to improve the production process and technology. 4. Innovate the Source of Milk (Goat’s milk) Figure 8 Figure 9 Through the investigation of goat’s milk we can see: 30% of people have drunk before and 70% of people have not. But up to 80% of people are willing to have a try. Although the goat’s milk is not the mainstream resource of the current market, but the potential is huge, after all 80% of people are willing to try, I think the reason is the public have a greater curiosity in this new type of milk resource. Based on these, the manufacturers should seize the curiosity of consumers, highlighting the unique taste and rich nutrition. It certainly is able to open up a new market for goat’s milk. 5. Promotion Methods Figure 10 Figure 11 Figure 12 From the research about where to buy, most people choose to buy from the supermarket, because the supermarket usually located in the center of an area, and the quality can be guaranteed, so there is less fake good and expired food. The most effective way to encourage consumers to purchase the milk tea is discount. Over half of the people will but it during the discounting time. The common way to recognize the milk tea is television advertisement. Such as Xiang piao piao milk tea, it benefit from the Jay Chou star effect and the powerful slogan: one year sell out three billons and the cups could surround the earth two times. Based on the three factors, we could find the effective way for promotion: Firstly, the television advertisement could attract the attention of consumers. Secondly, selling place should locate in the center of an area, especially in the supermarket. Thirdly, the discount is powerful. 6. Conclusion Based on the analysis about the market, taste, package, resource and the promoting way, we could draw the conclusion that, the potential customers in milk tea market is great, it is important to find the right way to develop these consumers. To do this, the key point is the technological innovation. In addition, the package should convenient which let the consumers drinking any time. Thirdly, about the selection of milk source, we should be bold in putting things into practice and blazing new trails. Last but not least, using the powerful television and let the whole word recognize you. III. Promotion Strategy 1. Competition Sponsored by Our Company (1) Marketing competition: Purpose: We sponsored this marketing competition in campus in order to make promotion in sales and do advertisement as well. (2) Content: A. Make the participants divide into different teams and each team not allow exceeding 8 people. B. Each team not only encourage to put forward the detailed milk marketing plan but also implement their plans because their final sales promotion which are considered as a criteria to evaluate each team’s outcome. C. The game has five stages and there are at least one team will be fired in every stage because their low sales promotion and impractical marketing plan. D. The winner will get the opportunity to have internship in our company and become the ambassador of our brand in campus. (3) Evaluation: The strategy could effectively make the branding activity for our product and the effecting is last-going. Moreover, if this strategy is insignificant with 5000 Yuan the cost is enough. 2. Free Satisfactory (1) Marketing competition: Purpose: From this way let the students find our products’ advantages, Make the customers curious about our products and attract them to buy the milk tea. (2) Content: A. Target groups: university students B. Date: From June 1, 2011 to June 4, 2011 C. Location: supermarket entrance D. Activities: Try to drink at the supermarket entrance, let students taste the goat milk for free. E. Reasons: ①According to market research, 80% of people are interested in trying goat milk, so this activity is feasible; ②Most people buy milk from the supermarket, so we put the activities’ location in the entrance of the supermarket. F. Operational procedures: ①Recruiting four people as services personnel, training tem with the knowledge of goat milk, and setting two free taste locations near the supermarket entrance. ②Make the billboard of products and rent the advertising tablet. ③Let the students taste our products and introduce the information of the goat milk tea. G. Activities budget: Service personnel :¥ 320 Billboard: ¥50 Advertising tablets, tables, umbrellas: ¥100 Sheep milk: ¥100 (3) Evaluation: The strategy can improve our awareness of the product amongst the public. And it can attract consumer experience our new product. Stimulating consumer generation buys action. 3. Price Discount (1) Marketing competition Purpose: Using price discount to attract consumer. (2) Content: A. Target groups: university students. B. Date: From Jun.01 2011 to Jun.30 2011. C. Locations: super market and retailing stores. D. Activities: The retail price is ¥4.5 of 500ml for plastic bottles,¥3.5 of 355ml for cans, ¥2 of 250ml for boxes. But during the activity, the price is ¥3.5 of 500ml for plastic bottles, ¥2.5 of 355ml for cans, ¥1.5 of 250ml for boxes. E. Reasons: According to the market research, the most attractive promoting method is price discount. So, we use this way to attract customers. F. Activities Process: ①Sign a contract with supermarkets and retailing stores. They must put goat’s milk tea in a conspicuous position and support our activity. We will give 20% of sales profit in return. ②Production promotion label. ③Put promotion commodity to merchants within the stipulated time. ④Implement activities. G. Activities budget: The cost is ¥3 of 500ml for plastic bottles,¥2 of 355ml for cans, ¥1.1 of 250ml for boxes. The direct price is ¥3.2 of 500ml for plastic bottles,¥2.3 of 355ml for cans, ¥1.3 of 250ml for boxes. According to market research, 74% of the consumers drink milk tea once a week. The population of our school is about 20000. So there are 15000 bottles of milk tea are sold every week. We expect the sales of goat’s milk tea will be 10% of the total sales of milk tea. That means during the activity, we can sale about 1800 bottles of 500ml for plastic bottles, 2700 jars of 355ml for cans and 1500 boxes of 250ml for boxes. So, the total cost is ¥12450 , the sales profit in return is ¥324. (3)Evaluation: The strategy can attract consumers buy our new product. It can not only increase sales, but also can make our new product deeply consumer's life. 4. Add Vending Machines (1) Marketing competition: Purpose: enable students to buy it very convenient, and advertise the milk tea in pubic making more and more people to know it. The most important is promoting the sales. (2) Content: A. Location: many corners of the campus where is easy for students to reach, such as the teaching building, stadium, and library. B. Reason: ①According to the results of investigation,we know that most people would like to buy drinks nearby. It is not convenient for our students to buy from supermarket because it is far away from the teaching building, stadium and library. In that case, placing a vending machine in the teaching building, stadium and library is a best choice. It not only providing convenient for everybody, but also increases the sales of milk tea. ②It is also found by the survey that people often buy drinks as they please. Since the product we are promoting is goat milk and the public have a greater curiosity in this new type of milk resource, we can size the opportunity to establish a goat milk brand to open up a new market. Based on that point, we will display various kinds of tastes in vending machine as much as possible, so that we can provide multiple choices for students to satisfy different tastes and increase the goat milk’s popularity. ③ The vending machines are mainly placed indoors. In fact, to many people,having a cup of cold milk tea in the hot summer is a nice way to relax themselves and many people are also to do so. (3) Evaluation: The strategy can increase not only the goat milk’s popularity amongst students and but also the sales. 5. Lucky Draw (1) Marketing competition: Purpose: For the completion of the promotion, to surrender part of the profits to the consumer and show good performance are the main method .To show consumers new products are unique, change the concept of consumer that goat products are of a smell and hard tasting, and convey new ideas to consumers that the contrast transfer goat milk has a higher nutritional value compared to milk, a variety of performances watch and on-site lottery (scratch cards, wheel, etc.) could be very helpful. (2) Content: A. Bottle collection to the scene can be exchanged for gifts, or cap lottery. B. For discount or preferential purchase of drinks during the event, buy three get one free / cheaper to buy two bottles or group purchase with a discount and so on. C. Even no buy, it can get gift! As long as the people are willing to answer questions or fill out customer information and the questionnaire, they can also participate in sweepstakes. D. Hiring a few people to dress up as sheep the day before the promotion day, it can raise attention. E. In the promotion, 20 people imitate sheep called three times wearing sheep masks, then immediately dispersed. (3) Evaluation: To make good use of around ¥6000 in the promotion, it is effective to make the students know about the new product and easier to accept the product. 6. Micro Blog Plan (1) Market competition: Purpose: Advice the milk-tea, make people to know about this brand as much as possible. As we know, many young people enjoy surfing in the internet, and the micro blog is the most popular thing now. News will spread through the micro blog very quick, the much fans you have the much faster you can spread your news. We can get the potential new customer through this way. (2) Content: A. Upload some information with the brand idea regularly, for closing to the life of consumer in the greatest degree and make them feel kind. For example, we can upload the advising paper and some slogan for attracting people's notice. B. Upload some electronic coupons download way to micro blog then let everyone go to beat the download chance. C. We can release some information of our activities in micro blog, connect with promotion activities. D. We can also through the micro blog to organize consumers and conduct some collective activities, so as to increase consumer brand feelings and loyalty. (3) Evaluation: Our purpose is to borrow micro blog’s coverage, the characteristics of spread quickly, to expose the brand in the greatest degree and attract potential customer. IV. Marketing Plan Summary A good commodities need good promotion methods to open the markets, nowadays is a creative era, the best creative ideas can attract the eyes of consumers and create the profits. The new product Unif goat milk tea, adopt the resources of high quality and new technology, need some wonderful ideas to promote it to public. Through these promotion methods, the milk tea will become a successful product in Unif. V.Appendix 关于统一羊奶茶的问卷调查 亲爱的朋友: 你们好! 为了满足广大朋友对奶茶口味多元化,以及购买便利、质量上乘等多方面需求,我们设计了此调查问卷,希望为大家创造一个全方位、多类型,满足各方需要的奶制品市场。我们真挚的希望您能配合我们的调查,反映您的看法、心声。由于调查要耽搁您一些时间,请您谅解。 基本信息 1您的性别: A男 B女 2您的年龄: A70后及其以前 B 80后 C 90后 选择题 1你平时喜欢喝哪种类型的饮料? A碳酸饮料(如可乐、雪碧) B茶饮料(如绿茶、红茶) C 奶茶(如统一奶茶、优乐美)D纯牛奶(如蒙牛、伊利) E 果汁(如汇源果汁) 2 您以前尝试过羊奶么? A 是 B否 3 如果有可能,您愿意接受羊奶茶吗? A很有兴趣,愿意尝试 B感觉一般,尝不尝试都可以 C 不能接受 4 您一般时隔多久会买一次奶茶? A <=3天 B 一周 C2-3周 D一个月以上 5 您购买奶茶最注重的是? A 包装 B口味 C价格 D品牌 E卫生 F营养 G服务 H其他 6 您会选择哪种包装类型的奶茶? A杯装的手工奶茶 B 袋装的速溶奶茶 C 塑料罐装奶茶 D 铝锡箔罐装奶茶 F其他包装 7 您喜欢哪种口味的奶茶? A原味 B麦香 C香芋 D水果 E巧克力 F咖啡 G其他 8 您认为奶茶在哪个价格比较合理? A<=2元 B2-4元 C4-6元 D6元以上 9 您通常在什么情况下会购买奶茶? A口渴时 B炎热时 C寒冷时 D运动后 E休闲消费 (如家庭聚会、情侣约会) F集体活动(节日庆贺)G其他 10以下奶茶的规格,您较喜欢 * A 150-200ML B 200-400ML C 400-600ML D 600ML以上 11 您常购买奶茶的温度是? A 热的 B冷的 C 常温 D依季节和其他原因而定 12 您一般会在什么地方购买奶茶? A奶茶店 B超市 C便利店 D路边摊 E 其他 13通常您是通过哪种方式了解奶茶产品的 A卖点了解 B 朋友介绍 C报刊、杂志的资料 D店铺传单 E电视广告 14如果现在奶茶卖点搞促销活动,您认为哪种方式更加吸引您? A价格折扣 B购买赠送小物品 C团购优惠 D其他
本文档为【商务交流报告最终版】,请使用软件OFFICE或WPS软件打开。作品中的文字与图均可以修改和编辑, 图片更改请在作品中右键图片并更换,文字修改请直接点击文字进行修改,也可以新增和删除文档中的内容。
该文档来自用户分享,如有侵权行为请发邮件ishare@vip.sina.com联系网站客服,我们会及时删除。
[版权声明] 本站所有资料为用户分享产生,若发现您的权利被侵害,请联系客服邮件isharekefu@iask.cn,我们尽快处理。
本作品所展示的图片、画像、字体、音乐的版权可能需版权方额外授权,请谨慎使用。
网站提供的党政主题相关内容(国旗、国徽、党徽..)目的在于配合国家政策宣传,仅限个人学习分享使用,禁止用于任何广告和商用目的。
下载需要: 免费 已有0 人下载
最新资料
资料动态
专题动态
is_121083
暂无简介~
格式:doc
大小:256KB
软件:Word
页数:20
分类:企业经营
上传时间:2011-06-06
浏览量:16