王老吉营销策划

全英文版,有不足之处多多指教。

Table of contents

EXECUTIVE SUMMARY.......................................3

CURRENT MARKETING SITUATION……………….4 Market Description…………………………………….4

Product Review……………………………………….4

Advantages and disadvantages………………………….5

STRENGTHS,WEAKNESSES,OPPORTUNITIES, AND

THREAT ANALYSIS………………………………6

Strengths…………………………………………..6

Weaknesses………………………………………....6

Opportunities…………………………………………6

Threats………………………………………………7

OBJECTIVES AND ISSUES…………………………7

MARKETING STRATEGY…………………………...8

Positioning……………………………………………8

Product Strategy……………………………………….9

The brand Strategy...............................................................................9

Pricing Strategy……………………………………………………...........10

1

全英文版,有不足之处多多指教。

Relationship Strategy……………………………………10

Budgets…………………………………………….11

Appendix.......................................................................12

EXECUTIVE SUMMARY

Since China's reform and opening up to outside world, its drinks

market keeps on growing into large scale, and become more and

more blooming, at the same time, the competition gradually

become fierce as well. The Wang Lao Ji Herbal Tea has already

ranked the first in the herb tea industry.Firstly,the paper analyzes

the macro environment of the soft drinks, mainly the

macro-economic environment and the cultural environment which are of important effects.Besides,the paper analyzes the competitive environment of the inner industry by using the Five-force

Model,then,analyzes the advantages, the disadvantages, the

chance and the challenges of Wang Lao Ji by using the SWOT.And the paper also summarizes the marketing strategy case of Wang

Lao Ji,confirming the strategies,including the market segments, the reposition, the marketing mix, in order to raise the market position of Wang Lao Ji.Starting from the unique marketing strategy adoped by Wang Lao Ji and based on the theoretical frame of it, the paper 2

全英文版,有不足之处多多指教。

summarizes the regular pattern within it by analyzing its practical

experience, wishing to provide a reference to other enterprise.

CURRENT MARKETING SITUATION Beverage market scale in the increase, and consumers in the last two

years has increased the number of drink, drink market capacity in the

unceasing expansion, the drinks industry market prospects look good.

According to the data showed that, in the 1999 to 2002 years of

beverage market during the growth of gold, the old bottled water and

carbonated water to drink, growth weakness, has two consecutive

annual negative growth; The new functional drinks and tea drink

nearly two years growth stabilized, have increased slowly; The most

obvious of the growth also counts juice drinks.

Market Description

Wang Lao Ji target market include face improve the body health

problems to the young, young, middle-aged, old age. Help them

especially urban youth kept busy work for a living, long-term work

overtime to stay up late, food stimulation, and the working pressure

from this brings the physiological function of disorders.Drink market

have carbonated drinks, bottled water, tea drink, and fruit juice drink

four category.Drink market have carbonated drinks, bottled water, tea

drink, and fruit juice drink four category.

3

全英文版,有不足之处多多指教。

Product Review

Drink no longer just for thirst, and hope to drink can provide such as

send fire, beauty, supplement need in the human body trace element

and fitness and additional some health care function. Have the

specific functions of drinks will be in the future in beverage industry

and an important segments of the market.

4

全英文版,有不足之处多多指教。

India. In modern times, WangLaoJi cool tea with the footprint of the

Chinese more throughout the world.

Disadvantages: red WangLaoJi brand name by tired, and can't very

well to let Guangdong people accept it as a kind of can often drinkable

drinks. And in another major sale at regional, consumers will "red

WangLaoJi" and kang teacher tea, prosperous son milk and other

drinks, however, as the local best-selling product, enterprise worry;

red WangLaoJi may be in a hurry fashion.

STRENGTHS,WEAKNESSES,OPPORTUNITIES,A

ND THREAT ANALYSI

Strengths

In many old cool tea, with the most famous WangLaoJi. WangLaoJi

cool tea invented in clear light years, has been 175 years, is

recognized as the cool tea ancestor, have "medicine colorful" say,

India. In modern times, WangLaoJi cool tea with the footprint of the

Chinese more throughout the world.

Weaknesses

Red WangLaoJi brand name by tired, and can't very well to let

Guangdong people accept it as a kind of can often drinkable drinks.

And in another major sale at regional, consumers will "red

WangLaoJi" and kang teacher tea, prosperous son milk and other

drinks, however, as the local best-selling product, enterprise worry;

red WangLaoJi may be in a hurry fashion.

Opportunities

In the research of the consumer competitors view, found that the red

WangLaoJi direct competitors, such as chrysanthemum tea, cool and

5

全英文版,有不足之处多多指教。

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