xiao yezi teahouse marketing strategy

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XiaoYeZi TeaHouse -Marketing Strategy Xiaoqi Ye Nov. 2010

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Page 1: Xiao yezi teahouse marketing strategy

XiaoYeZi TeaHouse-Marketing StrategyXiaoqi YeNov. 2010

Page 2: Xiao yezi teahouse marketing strategy

Agenda Introduction

Marketing analysis

Marketing activities

Page 3: Xiao yezi teahouse marketing strategy

Xiaoyezi Tea HouseTea House

Online Tea House

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XiaoYeZi Tea House1. 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 themWe hope to connect and communicate with youWe are down to earthIf you can slowdown and enjoy the tea, the world is opening to youWe re doing an interesting thing, success is not our goalThe world values are away from us, we are not pretendWe respect the truth and we don’t deny any good will decorationsThis is a quiet place in the corner of the cityIt is ok if you don’t like it, enjoy your place to slowdown.

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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)

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Place Kirkland downtown

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People Chinese residents living in US US and other country residents who love

Chinese tradition tea and culture Tourists who visiting Kirkland

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Price 1 pot of tea + 3 cookies = $4.8

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Market Analysis Target Audience/Market Segmentation

Chinese immigration living in US US and other country residencies loves

Chinese tea and culture Tourists visiting Kirkland

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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.

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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

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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/

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Marketing – email campaign Email campaign to community alias

Page 14: Xiao yezi teahouse marketing strategy

Marketing: other Groupon: local business coupon Google keywords

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Questions?