Xiao yezi teahouse marketing strategy

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Xiao yezi teahouse marketing strategy

  1. 1. XiaoYeZi TeaHouse -Marketing Strategy Xiaoqi Ye Nov. 2010
  2. 2. Agenda  Introduction  Marketing analysis  Marketing activities
  3. 3. Xiaoyezi Tea House Tea House Online Tea House
  4. 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. 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. 6. Place  Kirkland downtown
  7. 7. People  Chinese residents living in US  US and other country residents who love Chinese tradition tea and culture  Tourists who visiting Kirkland
  8. 8. Price 1 pot of tea + 3 cookies = $4.8
  9. 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. 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. 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. 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.co m/host/seasong/
  13. 13. Marketing – email campaign  Email campaign to community alias
  14. 14. Marketing: other  Groupon: local business coupon  Google keywords
  15. 15. Questions?

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