- Strategic focus and Plan
This section covers three aspect of corporate strategy that influence the marketing plan: (1) the mission, (2) goals, and (3) core competence/ sustainable competitive advantage of Green Field Herbal Tea, Inc.
Mission
The mission and vision of Green Field Herbal Tea Inc. are to market lines of high-benefit beverage product at premium prices that satisfy consumer in the beverage segment while providing challenging career opportunities for employee and above return to stockholders.
Goals
For the coming five years, Green Field Herbal Tea Inc. seeks to achieve the following goal:
- To enter 8 new provinces markets.
- To retain its present image as the highest quality line of the medical product in the beverage categories in which competes.
- To obtain a return on equity of at least 20 percent.
- To have a public stock offering by 2014.
Core Competency and Sustainable Competitive Advantage
The company’s competencies include that the beverage drink cooked with certain Chinese herbals it is famous for smooth digestion and avoids inflammatory or other lesions.
- Situation Analysis
This situation analysis starts with a snapshot of the current environment in which Green Field Herbal Tea finds itself by providing a brief SWOT analysis. After the overview, the analysis probes ever finer levels of detail: industry, competitor, company and consumer.
SWOT Analysis
Industry Analysis
As a manufacturing in the beverage industry, the Green Field Herbal Tea is being product in an industry worth over RMB 1080 million. The manufacturer maintained it annual sale around RMB 100 million for years.
Competitors Analysis
Currently, Green Field Herbal Tea Inc. product competes in the soft drink beverage segment of the Northern part of China. The major competitors are those soft drink companies such as Coca-cola and Pepsi.
Company Analysis
Green Field Herbal Tea has a great benefit to body health and for smooth digestion and avoids inflammatory or other lesions that no others soft drink can offer.
Customer Analysis
In terms of customer analysis, this section describes (1) the characteristic of customer expected to buy Green Field Herbal Tea and (2) health and herbal concern of Chinese today.
Customer Characteristic. Demographically, Herbal teas in general are purchase in the south part of China. Green Field Herbal Tea is purchased chiefly be consumers who are old and knows about Chinese herbal.
Health and Herbal concern. More and more professional states about the knowledge about Chinese herbal which are safe ways to make body healthier, furthermore, more and more people are concern about health issue today in China.
- Product- Market Focus
This section describes the five-year marketing and product objectives for Green Field Herbal Tea and target market, point of different and positioning of its line of Green Field Herbal Tea.
Marketing and Product Objectives
Green Field Herbal Tea’s marketing intent is to take full advantage of its brand potential while building a base from which other revenue source can be mind.
Target Market
Green Field Herbal Tea has identified its target market as students, workers and old people in north parts of China.
Customer Value Proposition
Green Field Herbal Tea offer Chinese people not only for the sick people but also the people who care about body health, wants to maintain body health.
Point of Difference
The point of difference which the characteristic that make Green Field Herbal tea not only sale in southern part of China, but also the Northern part of China and sells to the people who are need it.
- Marketing Program
The four marketing mix elements of the Green Field marketing program are detailed below.
Product Strategy
Unique Product Quality. The flavoring systems of the Green Field Herbal Tea are proprietary. The products are due to extra care for human bodies’ healthiness. Chinese Herbals are used and selecting high quality Chinese herbal to produce the herbal tea.
Packaging. To package the product which using the attractive color to attract consumers.
Price Strategy
Green Field Herbal Tea is, at RMB6.00 for one can.
Promotion Strategy
Key promotion programs feature in-store demonstrations and cents-off coupons.
In-store demonstrations. In-store demonstrations will be conducted to give consumer a chance to try the Green Field Herbal Tea.
Cents-Off coupons. Coupons will be distributed in the newspaper, the packaging and direct-mail herbal tea coupons.
Distribution strategy
Green Field Herbal Tea is distributed in it present market through beverage distributor. The distributors buy the products, warehouse it, and then resell and deliver it to retailer on a store by sort basis.
- Financial Data and Projections
Past Sales Revenues (in million RMB)
Five-Year Projections
These Projections reflect the continuing growth in net profit where sales increase. (Million in RMB)
- Implementation Plan
Introducing Green Field Herbal tea to 8 new provinces is a complex task and requires that creative promotional activities gain consumer awareness an initial trial among the target market with the Northern part of Chinese people. The anticipated rollout schedule t enter these provinces market in below.
- Evaluation and Control
Monthly sales target in each provinces have been set for Green Field Herbal Tea Inc. actual Sales need to compared with these target sales and marketing programs need to modifies if need it. The speed of rollout programs may increase or decrease, depending on the Green Field Herbal Tea Inc.’s performance in the successive provinces enters.
- Appendices
