Marketing Communications Plan for Wanglaoji Herbal Tea Essay

Marketing Communications Plan for Wanglaoji herbal Tea - Essay ExampleThe objective of the model study is to invent a strategic essential 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 share 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 topic of increasing awareness among consumers regarding health benefits and negative effects of ex cessive caffeine or tea, more number of established tea and coffee brands are first appearance 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 usefulness 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 unveiling 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