Integrated Marketing Communication Strategy Design For Herbal Tea Of Wanglaoji

2012, the herbal tea market in China has changed greatly. The trademark of Wanglaoji has been withdrawn by GPHL, which will be solely responsible for the brand construction and communication of Wanglaoji.Meanwhile the former partner Jiaduobao has launched its private brand Jiaduobao Herbal Tea. Making full use of its brand name changing strategy and powerful operational capabilities, as well as utilizing lawsuit topic, Jiaduobao has succeed in occupying the market share of herbal tea.Facing the severe challenge of herbal tea market the Tetra Pak2of Wanglaoji has transferred from followers of Jiaduobao to inheritors of Wanglaoji. In2013, how can Wanglaoji in Tetra Pak can combine its product attribute with consumer needs, then choose a suitable integrated marketing communication strategy becomes very important.The integrated marketing communication strategy I design for Wanglaoji in Tetra Pak has not only emphasized its the functional demands of preventing suffering from excessive internal heat, but also further divided its target market as housewives, college students, sportsmen, mobile group, in the end I clarify the communication tasks of Wanglaoji in Tetra Pak in2013are:Except for keeping efficient exposure for the brand Wanglaoji, we need to increase the Tetra Pak’s discoverability, try to increase our product sales; With the help of its product attribute, we aim to lead our consumer to buy our product in whole case.Apart from the points mentioned above, I put forward two important topics to carry out through the year: The Carton Culture and the Auspicious Culture.