Wanglaoji Herbal Tea’s Marketing Communications Strategy



  • Introduction
  • Key issues identified from context analysis
  • Marketing communication objectives and strategy
  • Communication Tactics
  • Conclusion
  • Reference List
  • Bibliography


Wanglaoji Herbal Tea is well-known among Chinese consumers, especially due to its elaborate Chinese herbs. It is cold tea that is known to eliminate heat from the body during extreme summer conditions. It is also famous for treating sore throat during dry winters. Apart from that, Wanglaoji Herbal Tea has been used to treat people with depression and stress and excessive alcohol or fried food intake. As a result, Wanglaoji Herbal Tea is more than a simple herbal tea and is known to have healing properties. Wanglaoji is been ranked among the top five famous brands in China and continues to grow its market share as well as brand recognition among Chinese and non-Chinese consumers.

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.

Wanglaoji Herbal Tea's Marketing Communications Strategy

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