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Xiao yezi teahouse marketing strategy

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  • 1. XiaoYeZiTeaHouse
    -Marketing Strategy
    Xiaoqi Ye
    Nov. 2010
  • 2. Agenda
    Introduction
    Marketing analysis
    Marketing activities
  • 3. Xiaoyezi Tea House
    Tea House
    Online Tea House
  • 4. XiaoYeZi Tea House
    1.我们想与有趣的人认识也想与有趣的人做一些事情2.我们不是纯公益组织我们希望与人更真诚舒服的交流3.我们不提供声嘶力竭的游戏也不贩卖所谓的高档与奢华4.如果你能够安静下来这个世界会为你让步5.我们在做一件有意思的事情成功与否并不是我们的目标6.世俗的成功远离这里我们不扮酷也不耍帅7.尊重事情本来的面目并不反对任何善意的装饰8.这是一个安静的地方偏于都市一隅9.还是那句不喜勿访各自安顿自己的身和心
    Get to know interesting people and engage interesting activities with them
    We hope to connect and communicate with you
    We are down to earth
    If you can slowdown and enjoy the tea, the world is opening to you
    We re doing an interesting thing, success is not our goal
    The world values are away from us, we are not pretend
    We respect the truth and we don’t deny any good will decorations
    This is a quiet place in the corner of the city
    It is ok if you don’t like it, enjoy your place to slowdown.
  • 5. Products
    Tea
    北京人最爱的花茶 (flower tea for Beijing ness)
    南方人最爱的西湖龙井
    Longjing for southern Chinese
    台湾人最爱的乌龙
    Wulong for Taiwanese
    大家都爱普洱
    Puer is everyone’s love
    老外可以试试所有
    You can also try them all
    豆浆 (soymilk)
    出售茶叶
    Sell loose leaf tea package as well
    Cookies
    中式零食、茶点
    (Traditional Chinese tea cookies)
    中式春卷 (spring roll)
    三明治, 披萨,西式苹果派(apple pie, sandwich, pizza)
  • 6. Place
    Kirkland downtown
  • 7. People
    Chinese residents living in US
    US and other country residents who love Chinese tradition tea and culture
    Tourists who visiting Kirkland
  • 8. Price 1 pot of tea + 3 cookies = $4.8
  • 9. Market Analysis
    Target Audience/Market Segmentation
    Chinese immigration living in US
    US and other country residencies loves Chinese tea and culture
    Tourists visiting Kirkland
  • 10. Marketing Analysis/Competitor analysis
    Restaurants: Café happy bubble tea: ~$4/cup
    Starbucks/Tully’s/Olive You/: latte ~$4/cup
    Other social environments: meetup groups etc.
  • 11. Marketing - Word of mouth
    First introduction: send flyers to MS campus and other company campus
    Promotion: periodically broadcast promotion info to the community through word of mouth
  • 12. Marketing: website & social network
    Why not use social network? You will have enough target users at Facebook, Myspace, Twitter, Wordpress and etc
    Save $ for dedicate website DNS & website maintenance effort
    http://www.douban.com/host/seasong/
  • 13. Marketing – email campaign
    Email campaign to community alias
  • 14. Marketing: other
    Groupon: local business coupon
    Google keywords
  • 15. Questions?