Research On Marketing Strategy Of Tea Drink Project In

Shanghai Jielong Group was founded in1973,which has held the Shanghai Jielong Industry Group Co., Ltd. established in1993. In February1994, the Shanghai Jielong Industry Group Co., Ltd gave its IPO in the Shanghai Stock Exchange, referred to as "Jielong Industry"(stock code:600836). Now the Shanghai Jielong Industry Group Co., Ltd has developed into a modern and multiple businesses enterprise group mainly focusing on packaging and printing, real estate development industry and selling food and beverages, rare earth and other abrasive materials. After the giant success in the packaging and printing field and the real estate industry, Shanghai Jielong Zhenweijia food and beverage industry Co., Ltd., had produced the candy branded as Jielong Zhenwei and sandwich fruit, moon cake, pastries and other snack foods and health food series and achieved the category development to some degree. However, the sales of candy, moon cake and other leisure food had such a big decrease since2006because of the consuming habits of customers and the constraint factors in purchasing that the company made ends meets. In2010, through deep research and assessment Jielong Group found that there was great prospect and high annual compound growth rate in beverage industry in China. To supplement the growth and profitability of packaging and printing business Jielong Group decided to enter the beverage industry and took it as an effective measurement and one of the diversified businesses with the goal of strengthening and optimizing the industrial structure and improving the overall profitability.To understand the tea beverage market competition, this paper studies beverage industry current status and future trend and consumers in China based on market research. In order to identify the opportunity timing point when the Jielong Group should enter the beverage industry, this paper also discusses on the present tea beverage products in the market and the regional consuming market situation. In addition, from the perspective of marketing analysis the paper tries to identify market opportunities and clarify disadvantages. With the marketing approach, the researchers develop Jielong tea product marketing strategy, brand strategy, pricing strategy, communication strategy.With great many of use of market segmentation, target market selection and market positioning theory, and the corresponding brand strategy and marketing mix theory and the series of coherent analysis of the sector, the paper makes close planning on Jielong tea product development, import, operation to achieve the marketing strategy implementation. Based on the fact that Jielong Group enters beverage industry, the paper does the following specific research topics whose contents include how to identify market opportunities, product planning, brand development, marketing strategies:1. To scheme Jielong tea beverage marketing strategy by studying the overall tea industry market conditions, industry competition status, industry growth and growth driving factors, the industry future development and future market trend, tea beverage brands distribution data.2. To formulate Jielong development strategy both on the basis of researching in beverage industry and tea beverage business and market dealers, distributors, retailers and others’views of the tea beverage.3. To develop Jielong tea brand strategy by studying the major tea brands’ positioning, brand packaging shapes, key distribution channels, brand recognition features, common use of methods in brand promotion and the terminal performance of the brand.4. To develop Jielong tea beverage marketing strategy implementation by studying the main tea beverage brand’s sales tactics, channel strategy, and related key policies and so on.5.5By researching the consumer characteristics in key tea beverage market and the consumers in specified segment in tea beverage market; the tea product demands and the vacant situation; tea beverage market competitive status; the consumption behavior and habits (U&A) of consumers. Through consumers’habits and characteristics Jielong can develop its own marketing and communications strategy.