ID of the Student: UP2277335
学生 ID：UP2277335

Krystal Clear Marketing
Krystal Clear 营销

Marketing Proposal for Global Trust’s “GT Challenge”
Global Trust 的“GT Challenge”营销提案

Date: 26/12/2024
时间：26/12/2024

Recipient: Mrs. K. Clear, CEO
收件人：首席执行官 K. Clear 女士

Author: GE
作者：GE

Section 1. Objective
第 1 节.目的

This report aims to present a marketing proposal for participation in the Global Trust (GT) Challenge. The GT Challenge is a prestigious industry competition designed to introduce innovative products into new markets while demonstrating a company’s creativity and strategic foresight, which is a precious opportunity for Krystal to grab new market share and obtain funding rapidly in the UK.
本报告旨在提出参加全球信任 （GT） 挑战赛的营销提案。GT 挑战赛是一项享有盛誉的行业竞赛，旨在将创新产品引入新市场，同时展示公司的创造力和战略远见，这是 Krystal 在英国抢占新市场份额并迅速获得资金的宝贵机会。

This proposal will adhere to the principles of the challenge, focusing on developing the promising Chinese women's menstrual care beverage brand LunaSips for entry into the UK market. It will offer a clear and effective product positioning and marketing strategy, contributing to Krystal’s implementation in the practical dimension to achieve success in the competition and expand influence within the whole industry.
该提案将遵循挑战赛的原则，专注于开发前景广阔的中国女性经期护理饮料品牌 LunaSips 以进入英国市场。它将提供清晰有效的产品定位和营销策略，有助于 Krystal 在实践维度的实施，在竞争中取得成功并扩大在整个行业的影响力。

Section 2:Introduction
第 2 部分：I 介绍

For this section, I will use the 4P model commonly applied in business to help clarify the context of marketing strategy and provide theoretical plans for the four aspects of the product itself, price, sales location, and promotion
在本节中，我将使用商业中常用的 4P 模型来帮助澄清营销策略的背景，并为产品本身、价格、销售地点和促销四个方面提供理论计划.

2.1 Product
2.1产品

LunaSips is a fast-moving consumer goods beverage(FMCG) chain brand specifically tailored for women, combining traditional Chinese medicine with the reliable exercise of Chinese local FMCG beverage brands. The product incorporates traditional Chinese herbal ingredients such as red dates, wolfberries, and longan, carefully blended with popular UK-local herbs like chamomile and gingers, which shows a balance between innovation and localization
LunaSips 是一个专为女性量身定制的快速消费品饮料 （FMCG） 连锁品牌，将传统中医与中国本土快速消费品饮料品牌的可靠运动相结合。该产品融合了红枣、枸杞和龙眼等传统中草药成分，并与洋甘菊和生姜等英国当地流行的草药精心混合，展示了创新和本地化之间的平衡.

The beverages are designed to effectively relieve menstrual discomfort and promote overall female health. The brand caters to females who demand relief from the above symptoms, as well as men who have consuming requirements in caring for women’s health needs. Due to its food products nature, LunaSips targets the urban group in their 20s to late 50s, with a certain level of disposable income seeking a convenient and robust approach to benefit their fast-paced lifestyles by alleviating uncomfortable issues of menstruation efficiently.
这些饮料旨在有效缓解月经不适并促进女性整体健康。该品牌迎合了需要缓解上述症状的女性，以及在照顾女性健康需求方面有消费需求的男性。由于其食品的性质，LunaSips 针对 20 多岁至 5多岁的城市群体，他们有一定程度的可支配收入，寻求一种方便和稳健的方法，通过有效缓解月经的不舒服问题来使他们快节奏的生活方式受益。

2.2 Price
2.2价格

Our team has referenced prices from kindred functional beverages and health products available in the UK market such as Bubble Tea, herbal teas, and functional drinks while considering herbal ingredient costs freighting from China to the UK, ongoing R&D costs, and expenditures related to brand promotion and store operations to maintain a reasonable profit margin.
我们的团队参考了 英国市场上同类功能性饮料和保健产品的价格，如珍珠奶茶、凉茶和功能性饮料，同时考虑了从中国运到英国的草药成分成本、持续的研发成本和费用。与品牌推广和店铺运营相关的，以保持合理的利润率。

The base series beverages are priced at approximately £4.50 - £5.50, featuring classic formulas like ginger honey tea, primarily targeting the majority of consumers without particular requirements of recipes. These series emphasize high sales promoting traditional Chinese medicine which could resolve discomfort efficiently, appealing to a broader consumer base.
基础系列饮料的价格约为 4.50 至 5.50 英镑，采用姜汁蜂蜜茶等经典配方，主要针对大多数消费者，对配方没有特殊要求。该系列 强调高销量，推广能有效解决不适的中医，吸引更广泛的消费群体。

The custom series is priced at approximately £8.00, offering personalized options with premium ingredients such as bird’s nest, lotus seeds, or protein enhancers, catering to customers seeking functional benefits and unique experiences.
定制系列的价格约为 8.00 英镑，提供采用燕窝、莲子或蛋白质增强剂等优质成分的个性化选择，迎合寻求功能优势和独特体验的顾客。

Additionally, our brand introduces package deals like a three-day care package (£11.00 - £14.00) and a weekly care package (£25.00 - £30.00), including membership points or discounts for future consumption
此外，我们的品牌还推出了套餐优惠，例如三天护理套餐（11.00 英镑 - 14.00 英镑）和每周护理套餐（25.00 英镑 - 30.00 英镑），包括会员积分或未来消费的折扣.

2.3 Place
2.3地方

In the initial phase of setting up offline stores, Krystal could choose to establish small pop-up stores as a pioneering effort of the brand. These stores will operate in popular urban areas with promotional activities aimed at increasing brand visibility and identifying optimal market locations. Following this, we plan to expand to flagship chain stores across the UK, offering a comfortable space for customers to enjoy healthy beverages, which establish a haven for those who are dealing with menstrual discomfort. Thirdly, Considering the fast-paced lifestyle of our target customers, LunaSips will utilize initial funding to deploy smaller stores that provide quick takeaway services, enabling extensive coverage of entry-level markets.
在建立线下商店的初始阶段，Krystal 可以选择建立小型快闪店作为该品牌的开创性努力。这些商店将在受欢迎的城市地区运营，开展旨在提高品牌知名度和确定最佳市场位置的促销活动。在此之后，我们计划扩展到英国各地的旗舰连锁店，为顾客提供舒适的空间来享用健康饮料，为那些正在处理月经不适的人建立了一个避风港。第三，考虑到我们目标客户的快节奏生活方式，LunaSips 将利用初始资金部署提供快速外卖服务的小型商店， 实现对入门级市场的广泛覆盖。

LunaSips actively enhances its online channels by establishing a user-friendly website and subscription platform. These platforms support subscription services, health guidance, and customized beverage orders. Furthermore, the brand will collaborate with third-party delivery services such as Deliveroo, Uber Eats, and Just Eat, strengthening its FMCG traits
LunaSips 通过建立用户友好的网站和订阅平台来积极增强其在线渠道。这些平台支持订阅服务、健康指导和定制饮料订单。此外，该品牌将与 Deliveroo、Uber Eats 和 Just Eat 等第三方配送服务合作，加强其快速消费品特征.

2.4 Promotion
2.4促销

2.4.1 Preliminary discounted tactic
2.4.1 初步折扣战术

The "Buy one get one free" campaign was launched in the incipient opening period, targeting the classic beverage series to attract consumers to try, which could win brand awareness. In this way the brand would increase the popularity of the store, cultivating the enthusiasm of customers, and letting them experience a variety of products.
“买一送一”活动在开业期间启动，针对经典饮品系列吸引消费者试用，从而赢得品牌知名度。通过这种方式，该品牌将提高商店的知名度，培养顾客的热情，让他们 体验各种产品。

We will unveil discount Packages such as the "Menstrual Care Package for three days", to encourage consumers to have drinks for a consecutive term at a discounted price to enhance the accreditation of product value, attract repeat incidents of consuming, and foster customers' cognition of brand functionality.
我们将推出“三天经期护理套餐”等特色包装，鼓励消费者以优惠价连续饮用 饮品，提升 产品价值认证，吸引重复消费事件，培养顾客对品牌功能的认知。

2.4.2 Accretion exposure from social media
2.4.2 来自社交媒体的 Accretion Exposure

Consumers are invited to share their favorite drink combinations, share menstrual care tips, and participate in topic challenges on social media (Instagram, Facebook) through photos, short videos, or text. Follow the official account and like the campaign post. Post content using the brand campaign hashtag and tag three friends in the post. It can improve social media exposure and attract more potential customer attention. Increase brand trust and community with user-generated content (UGC). Expand campaign reach and turn interactive content into long-term marketing material.
邀请消费者通过照片、短视频或文字在社交媒体（Instagram、Facebook）上分享他们最喜欢的饮料组合，分享经期护理技巧，并参与主题挑战。关注官方帐户并点赞活动帖子。使用品牌活动主题标签发布内容，并在帖子中标记三个朋友。它可以提高社交媒体曝光率并吸引更多潜在客户的关注。通过用户生成的内容 （UGC） 提高品牌信任度和社区。扩大营销活动的覆盖范围，并将交互式内容转化为长期的营销材料。

User feedback serves as a crucial element of LunaSip's online marketing strategy. By harnessing positive feedback on product quality and efficacy, the brand can rapidly establish a robust market presence, effectively countering potential biases and trust deficits associated with unfamiliar foreign products. In video or article advertisements, it is essential for the company to emphasize the inclusion of high-quality reviews, employing precise and authoritative language to substantiate the product`s quality
用户反馈是 LunaSiP 在线营销策略的关键要素。通过利用对产品质量和功效的积极反馈，该品牌可以迅速建立强大的市场地位，有效抵消与不熟悉的外国产品相关的潜在偏见和信任赤字。在视频或文章广告中，公司必须强调包含高质量的评论，采用精确和权威的语言来证实产品的质量.

2.4.3 A good public image of the brand
2.4.3 良好的品牌公众形象

Lunasip will be a firm proponent of policy calls by incorporating the health value of TCM drinks in your promotion while avoiding sensitive cultural misunderstandings or controversies over health claims. For the UK market, research and follow the provisions of the UK Food Standards Agency (FSA) on health claims for herbal drinks, emphasizing product science and safety.
Lunasip 将成为政策呼吁的坚定支持者，在您的促销活动中体现中医饮料的健康价值，同时避免敏感的文化误解或对健康声明的争议。对于英国市场，请研究并遵循英国食品标准局 （FSA） 关于草本饮料健康声明的规定，强调商品的科学和安全性。

It is also good marketing wit to do charity contributing to the society. Regularly organizing "Caring for Women's Health Week" activities, we cooperate with local government and women's health organizations, popularize menstrual health knowledge, and donate drinks and health supplies. At the same time, Krystal could establish a professional team to manage potential public opinion risks, such as disputes over health ingredients or cultural discomfort, and maintain open communication with consumers through real-time updates on developments via the website and social media.
做慈善事业，为社会做贡献也是一种很好的营销智慧。 定期举办“关爱女性健康周”活动， 与当地政府及女性健康组织合作，普及经期健康知识，捐赠饮料及健康用品。 同时，Krystal 可以建立一支专业团队来管理潜在的舆论风险，例如健康成分争议或文化不适，并通过网站和社交媒体实时更新事态发展，与消费者保持开放的沟通。

3. Finding
3. 查找

3.1 Domestication
3.1驯化

Drawing upon insights from IKEA's strategic approach to entering new markets, particularly its success in South Korea, this study emphasizes the importance of fully understanding and respecting local consumer preferences and cultural nuances (IKEA, 2023). IKEA’s approach—capturing the needs of diverse consumer groups in India and South Korea by tailoring its marketing strategies and brand positioning—serves as a significant inspiration for LunaSips. Similarly, LunaSips refrains from imposing Chinese practices and tastes on British consumers, instead opting to integrate local preferences and flavor profiles during product development.
本研究借鉴了宜家进入新市场的战略方法，特别是其在韩国的成功，强调了充分理解和尊重当地消费者偏好和文化差异的重要性（宜家，2023 年）。宜家的方法——通过定制营销策略和品牌定位来捕捉印度和韩国不同消费群体的需求——是 LunaSips 的重要灵感来源。同样，LunaSips 避免将中国的做法和口味强加给英国消费者，而是选择在产品开发过程中整合当地的偏好和风味特征。

Echoing Ulf Smedberg’s assertion that "it’s not enough to respect and accept a country; you have to love it and embrace its values," LunaSips adopts a strategy that combines respect for the fast-paced lifestyle of UK women with the preservation of Chinese medicinal traditions. This includes thorough research into the general health data of British consumers and their preference for sweet flavors, ensuring a product offering that resonates with local tastes while staying true to the brand’s roots.
呼应了 Ulf Smedberg 的断言，即“仅仅尊重和接受一个国家是不够的;你必须热爱它并接受它的价值观，“LunaSips 采取的策略将尊重英国女性快节奏的生活方式与保留中医传统相结合。这包括对英国消费者的一般健康数据及其对甜味的偏好进行深入研究，确保提供的产品与当地口味产生共鸣，同时忠于品牌的根源。

3.2 Discount's temporality
3.2 折扣的时间性

McCormick (2024) highlights the effectiveness of using special introductory offers to promote new products or services, emphasizing that limited-time discounts can create a sense of urgency among consumers. By incorporating discounted pricing and stressing the temporary nature of the offer, businesses can leverage scarcity to motivate potential customers to act quickly. This strategy is particularly effective in engaging consumers whose purchasing decisions are influenced by perceived exclusivity or time constraints.
McCormick （2024） 强调了使用特别介绍性优惠来推广新产品或服务的有效性，强调限时折扣可以在消费者中产生紧迫感。通过结合折扣价并强调优惠的临时性，企业可以利用稀缺性来激励潜在客户迅速采取行动。这种策略在吸引消费者方面特别有效，因为消费者的购买决定受到感知的排他性或时间限制的影响。

For LunaSips, the initial limited-time opening discounts create a strong incentive for consumers to try the product, effectively adhering to the above principles. As a food brand, this approach proves to be swift and impactful, allowing for the rapid evaluation of Chinese products’ acceptance in the UK market. The irresistible pricing draws consumers, ensuring their engagement and initial trial. Offering weekly and monthly packages enables LunaSips to collect valuable customer feedback and identify marketing pain points, supporting long-term brand growth and fostering consumer loyalty.
对于 LunaSips 来说，最初的限时开店折扣为消费者试用产品创造了强大的动力，有效地遵守了上述原则。作为一个食品品牌，这种方法被证明是迅速而有影响力的，可以快速评估中国产品在英国市场的接受度。不可抗拒的定价吸引了消费者，确保他们的参与和初步试用。提供每周和每月套餐使 LunaSips 能够收集有价值的客户反馈并识别营销痛点，支持品牌的长期增长并培养消费者忠诚度。

By creating a sense of urgency and exclusivity, LunaSips can effectively capture attention in a competitive market while aligning its promotional efforts with proven marketing strategies. This approach not only attracts potential customers but also provides insights for future product enhancements, ensuring sustained success and adaptability in a dynamic market environment.
通过营造紧迫感和排他性，LunaSips 可以在竞争激烈的市场中有效地吸引注意力，同时将其促销工作与经过验证的营销策略保持一致。这种方法不仅可以吸引潜在客户，还可以为未来的产品改进提供见解，确保在动态市场环境中持续成功和适应性。

3.3 application of public relation
3.3 公共关系的适用范围

The Public Relations Society of America (PRSA) underscores that effective public relations strategies are essential for fostering trust and aligning an organization’s actions with societal values and ethical responsibilities, thereby creating meaningful connections with communities (PRSA, n.d.). This principle highlights the importance of integrating cultural sensitivity and regulatory compliance into promotional efforts, particularly for products rooted in traditional practices reinforcing its credibility and trustworthiness in the market.
美国公共关系协会 （PRSA） 强调，有效的公共关系策略对于培养信任并使组织的行为与社会价值观和道德责任保持一致，从而与社区建立有意义的联系至关重要 （PRSA， n.d.）。这一原则强调了将文化敏感性和法规合规性纳入促销工作的重要性，特别是对于植根于传统做法的商品，以增强其在市场上的可信度和可信度。

These principles align closely with LunaSips’ initiative to launch "Caring for Women’s Health Week," which aims to raise awareness of menstrual health—a critical yet often overlooked issue—through partnerships with local governments and health organizations. This approach not only strengthens LunaSips’ integration into broader societal efforts but also enhances its visibility and influence, attracting potential customers who resonate with its mission. By establishing a meaningful connection with its audience, LunaSips creates a virtuous cycle of ethical branding and business growth. Revenue generated from an expanded customer base can be reinvested into charitable initiatives, reinforcing the brand’s commitment to corporate social responsibility. This strategy aligns seamlessly with PRSA’s advocacy for value-driven and strategic public relations, demonstrating how ethical considerations and business objectives can coalesce to drive sustainable brand development.
这些原则与 LunaSips 发起“关爱女性健康周”的倡议密切相关，该周旨在通过与地方政府和卫生组织合作，提高对月经健康的认识，这是一个关键但经常被忽视的问题。这种方法不仅加强了 LunaSips 与更广泛的社会工作的整合，还提高了其知名度和影响力，吸引了与其使命产生共鸣的潜在客户。通过与受众建立有意义的联系，LunaSips 创造了道德品牌和业务增长的良性循环。扩大的客户群产生的收入可以再投资于慈善活动，加强品牌对企业社会责任的承诺。该战略与 PRSA 倡导价值驱动和战略公共关系无缝一致，展示了道德考虑和商业目标如何融合以推动可持续的品牌发展。

Conclusion
结论

Based on our comprehensive market analysis, the absence of a well-established menstrual care beverage brand within the UK market represents a substantial gap, offering both a significant opportunity for innovation and inherent risks for market entry.
根据我们的综合市场分析，英国市场缺乏成熟的经期护理饮料品牌意味着巨大的差距，这既提供了重要的创新机会，也提供了市场进入的固有风险。

The global surge in demand for health and wellness products, coupled with the evolution of consumption habits driven by the fast-moving consumer goods sector, underscores the timeliness of introducing LunaSip. By strategically positioning the brand to fill this market void, we can effectively capitalize on the first-mover advantage, thereby enhancing our competitive positioning.
全球对健康和保健产品的需求激增，加上快速发展的消费品行业推动消费习惯的演变，凸显了推出 LunaSip 的及时性。通过战略性地定位品牌以填补这一市场空白，我们可以有效地利用先发优势，从而增强我们的竞争定位。

LunaSip’s unique proposition lies in its synthesis of traditional Chinese pharmacological principles with contemporary beverage design. In recent years, UK consumers have shown an increasing receptiveness to Eastern culture and traditional medicinal practices. This intersection of cultural curiosity and product quality offers a robust platform to attract and expand a loyal consumer base. LunaSip’s gender-sensitive marketing approach, which integrates nuanced consideration of women’s needs into product design and public relations strategies, also provides an additional competitive edge by fostering meaningful connections with its target demographic.
LunaSip 的独特主张在于它将中国传统药理学原理与现代饮料设计相结合。近年来，英国消费者对东方文化和传统医学实践的接受度越来越高。这种文化好奇心和产品质量的交集为吸引和扩大忠实的消费者群提供了一个强大的平台。LunaSip 的性别敏感营销方法将对女性需求的细致入微的考虑整合到产品设计和公共关系策略中，还通过与目标人群建立有意义的联系，提供了额外的竞争优势。

But challenges must be addressed to ensure a successful market introduction. Chief among these is the potential cultural and dietary divergence between Chinese and UK consumers, which may result in initial hesitancy toward product acceptance. Building trust in the safety and efficacy of the beverages presents an additional challenge, particularly in the context of unfamiliar foreign products. Moreover, the relatively low cultural awareness and sensitivity toward menstrual discomfort within the target demographic could constrain the initial consumer base.
但必须解决挑战，以确保成功进入市场。其中最主要的是中英消费者之间潜在的文化和饮食差异，这可能导致最初对产品接受度犹豫不决。建立对饮料安全性和有效性的信任是额外的挑战，尤其是在不熟悉的外国产品的情况下。此外，目标人群中相对较低的文化意识和对月经不适的敏感性可能会限制最初的消费者群。

To navigate these complexities, a localized product development strategy, informed by rigorous market research, is essential. We propose a phased market entry strategy, beginning in progressive urban areas characterized by higher receptivity to innovation. This approach, complemented by an adaptive and data-driven marketing framework, will enable us to systematically address cultural barriers, enhance public trust, and expand brand influence.
为了应对这些复杂性，必须制定以严格的市场研究为基础的本地化产品开发战略。我们提出了一个分阶段的市场进入战略，从对创新接受度较高的进步城市地区开始。这种方法，辅以适应性和数据驱动的营销框架，将使我们能够系统地解决文化障碍，增强公众信任，并扩大品牌影响力。

In summary, LunaSip, as an innovative health beverage brand with a proven track record in the Chinese market, presents a compelling case for strategic market entry into the UK. We are confident that its distinct value proposition, combined with targeted marketing strategies, will position LunaSip as a frontrunner in the GT Challenge, exemplifying innovation and solidifying Krystal’s reputation for industry leadership.
总而言之，LunaSip 作为一个在中国市场拥有良好业绩记录的创新型健康饮料品牌，为战略性地进入英国市场提供了令人信服的案例。我们相信，其独特的价值主张，结合有针对性的营销策略，将使 LunaSip 成为 GT 挑战赛的领跑者，成为创新的典范，并巩固 Krystal 的行业领导声誉。