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导读本科是一篇英国MA Business and Management (Accounting)essay，通过海利瘦茶营销计划，有望达到增加收入、扩大市场份额、增加销售量的目的。营销计划将采用综合营销策略下面我们来下全文。
Executive Summary摘要
海利茶公司推出了一种100%天然减肥饮料，从草药和水果中提取。为了更快地引起消费者的关注，为企业赢得市场份额和利润，本报告制定了海利瘦茶（简称海利）的营销计划。营销计划的目标设计如下：
Hyleys Tea Company introduces a 100% natural slimming drink which is extracted from herbs and fruits. In order to get the attention of consumers faster to win market share and profits for the enterprise, in this report, it develops a marketing plan for Hyleys slim tea (Hyleys for short). The objectives of the marketing plan are designed as follows:
Objective 1: to sell a million bottles of Hyleys slim tea in 15 weeks when new products are sold;目标1：在新产品销售15周内，销售100万瓶海利瘦茶；
Objective 2: to improve the marketing budget by 10% in 15 weeks when new products are sold, in order to better sell Hyleys slim tea;目标2：在新产品销售15周内，将销售预算提高10%，以更好地销售海利瘦茶；
Objective 3: to improve the market share to 2% in 15 weeks when new products are sold;目标3：在新产品销售的15周内，将市场份额提高到2%；
Objective 4: to reach sale of 4 million pounds in 15 weeks when new products are sold.目标4：在新产品销售15周内达到400万英镑的销售额。
To achieve the above marketing objectives, it will use the following strategies and tactics.为实现上述营销目标，将采用以下策略和策略。
1. Hyleys slim tea is a tea drink with pure, natural taste, good taste, and good health effects. In the current situation when consumers’ health awareness is improved, they prefer healthy food and beverages. Thus, SO (Strength & Opportunity) strategy is recommended in this plan.海利瘦茶是一种纯天然、口感好、保健效果好的茶饮料。在当前消费者健康意识提高的情况下，他们更喜欢健康的食品和饮料。因此，在本计划中推荐了SO（优势和机会）策略。
2. The raw material of Hyleys slim tea is high quality natural herbs and fruits, the product contains high-tech and has health efficacy, and audience of Hyleys slim tea are mainly 30-60-year-old consumers, their spending power is strong, so the product is priced at 4.4 pounds / 250 ml, which is suitable.海利纤细茶的原料是优质的天然草本和水果，产品含有高科技，具有保健功效，海利纤细茶的受众主要是30-60岁的消费者，消费力强，产品定价为4.4磅/250毫升，比较合适。
3. Based on SWOT analysis results, in this marketing plan will take SO strategy, then in terms of marketing channels, it will take Omni-channel retailing.基于SWOT分析结果，本次营销计划将采取SO策略，然后在营销渠道方面，将采取全渠道零售。
4. In this marketing plan, it will use integrated marketing strategy, marketing tools used includes TV marketing, marketing through newspaper, marketing through radio, network marketing, outdoor advertising marketing and so on.本营销计划将采用整合营销策略，所使用的营销工具包括电视营销、报纸营销、广播营销、网络营销、户外广告营销等。
Time arrangement, budget for the marketing, as well as the analysis on the problems met possibly have been proposed to ensure that the marketing plan can be proceed smoothly to achieve the desired objectives.提出了时间安排、营销预算以及对可能遇到的问题的分析，以确保营销计划能够顺利进行，达到预期的目标。
Table of Contents
1. Introduction 1
1.1 Product Brief 1
1.2 Target Market 1
2. Marketing Audit 3
2.1 SWOT Analysis 3
2.2 Competitor Analysis 4
3. Marketing Objective 5
3.1 Hyleys Slim Tea’ Mission Statement 5
3.2 Objectives 5
4. Marketing Strategy and Tactics 6
4.1 Pricing Strategy 6
4.2 Marketing Channel 6
4.3 Marketing Materials 6
4.4 Marketing Tactics 8
4.5 Network Marketing 10
5. Measurement Plans and Reviewing 12
6. Contingency/Risk factors 13
7. Conclusion 14
8. Reference 15
9. Appendices 17
Appendix A 17
1. Introduction
This report introduces a marketing plan for Hyleys slim tea. First of all, it introduces the basic situation of Hyleys slim tea and based on STP analysis to present its target customers, followed by SWOT analysis on Hyleys slim tea to understand the competitive the product's strengths, weaknesses, opportunities and threats to propose marketing strategy. Then it shows the objectives of this marketing plan, and finally, it introduces a series of marketing strategies to meet the identified marketing objectives.
1.1 Product Brief
Hyleys Tea Company (UK tea beverage brand) launches a 100% natural tea beverage extracted from herbs and fruits. Hyleys slim tea introduced newly has two flavors: mint and chamomile flavors. The product can help people to fall asleep faster, as it is caffeine-free, so it enables people to have a fast, soft and healthy sleep pattern after drinking, while have a good spirit after waking up. This series of tea beverage is rich in antioxidants, it can reduce skin damage caused by free radicals, it has good anti-aging properties. Regular consumption of this product can reduce wrinkles and make skin look younger and more supple (Hyleys Tea, 2016).
1.2 Target Market
STP refers to that in accordance with certain criteria on the overall market segmentation, an enterprise selects one or more segments as its own target market, aiming at target market to carry out product positioning (Gad nd Dacko, 2013).
1.2.1 Market segmentation (S)
The report is in accordance with ages to divide consumers into three segments: first is consumers who are less than 30 years old, consumers of this age generally have a good physical health, their awareness and demand to keep health by tea drinks is not strong (Wang, Su, Liang and Sun, 2016).
Second is 30-60-year-old consumers, eating habits, stress and other problems will cause obesity, insomnia and other health problems, and consumers, especially female consumers of this age group pay more attention to maintenance, they are more concerned about anti-aging products (Wang, Su, Liang and Sun, 2016). Third are consumers who are more than 60 years old, due to the deterioration of bodily functions, this part of the consumers treat their own health very seriously. However, they have more emphasis on maintaining a healthy condition through traditional medical means such as surgery, medication, physical therapy, exercise, etc., for the elderly, there is relatively low degree to accept slimming tea drinks (Wang, Su, Liang and Sun, 2016).
1.2.2 Targeted market (T)
According to the characteristics of different market segments, the target market for this marketing plan is the 30-60 year-old consumers, because this part of consumers have a relatively strong demand for Hyleys slim tea, and this part of consumers have less leisure time, they need a product which can help them to keep a good health condition, at the same time, they do not need to spend too much, Hyleys slim tea just meets this requirement (Wang, Su, Liang and Sun, 2016).
1.2.3 Market positioning (P)
By catering to the mainstream health, weight loss concept, coupled with Hyleys’ own advantages, together with recommendation by weight loss experts, well-known stars, Hyleys slimming tea will be developed as a high-quality, safe, healthy, natural and reliable weight loss tea brand image.
2. Marketing Audit
SWOT analysis is a scientific analysis method used to determine its own competitive strengths, competitive weaknesses, opportunities and threats, so as to organically combine a company's strategy with its internal resources, external environment (Valentin, 2005).
2.1 SWOT Analysis
2.1.1Strength |
