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Complete 10 page APA formatted essay: Marketing Communications Plan for Wanglaoji Herbal Tea.The objective of the present study is to prepare a strategic internal marketing communications plan for Wan
Complete 10 page APA formatted essay: Marketing Communications Plan for Wanglaoji Herbal Tea.
The objective of the present study is to prepare a strategic internal marketing communications plan for Wanglaoji Herbal Tea. A previously completed context analysis helped in identifying key internal and external issues, which will be discussed in the next section. Taking cue from the context analysis, strategic communications plan will be conceptualized with respect to present marketing conditions, distribution and market space and promotional objectives of Wanglaoji Herbal Tea.
1. The tea market is dominated by five brands, Tetley, PG Tips, Lipton, Betties and Taylors and Himani. Currently, Tetley is the market leader with 27 percent share (Research and Markets, 2014). Even though Wanglaoji Herbal Tea is gaining popularity among health drinkers, the current market is still low compared to normal tea makers.
2. As a result of increasing awareness among consumers regarding health benefits and negative effects of excessive caffeine or tea, more number of established tea and coffee brands are entering into the herbal tea market, intensifying competition for Wanglaoji (Armstrong and Kotler, 2012).
3. Big companies such as, Tetley and Coca-Cola, pose threat to Wanglaoji as they have captured high share of market and have the advantage of sophisticated and big budget marketing and communications plan.
4. The advertising expense of Guangzhou is higher than average industry, which might be a constraint while entering the English market. The company has limited capital to invest in the English market. Hence, the company is at present unable to spend on big-budgeted campaign, which might be a weakness, when compared to the high budgets of other beverage companies present in the UK market.
5. Organizational identity is another issue identified during internal context analysis. While Wanglaoji Herbal Tea is a well-known and recognized brand
