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Outline of marketing plan: (nutrition and health products)
1 executive summary and key points:
Adopt "xxx oral liquid" as the trademark and product name, and the factory name is "AAA Food Factory"; The price of each course of treatment is 300 yuan (gross profit margin of products is 200%); Adopt carpet bombing all-round promotion means; "xxx oral liquid" will be listed before June 65438+1 October12004, and the target market is Wuhan.
2 Current marketing situation:
(1) Market situation: The health care product market is developing rapidly and has a large scale, but the competition is fierce and fluctuates greatly; "advertising opens the way" is an important feature of nutrition and health care products marketing; The market price is generally high, and the profits of circulation enterprises are large; In the past two years, there has been a great decline in the health care product market.
(2) Product status: There are hundreds of nutritional and health products, including nourishing and health care, human body balance, garbage removal, flora balance, etc. The price of slightly better-selling varieties is 30-40 yuan per box, and the difference between retail price and ex-factory price is generally 30%; ; Packaging is mostly glass bottles or PVC. (3) Competition: The competition is fierce, with great ups and downs, and it often happens that "each is two or three years ahead".
(4) Distribution status: the sales channels are mainly shops and pharmacies (in hospitals, only those who have obtained the drug license number can enter).
(5) Macro-environmental conditions: With the increase of consumers' income level, the work pressure is greater, and the demand for health care products is greater.
3.SWOT and problem analysis
Advantages: the group has strong economic strength; Strong technical force; The top management of the group attached great importance to it and determined extremely favorable policies. Disadvantages: this product is a "food number" health care product, which can only be sold in shops and pharmacies and cannot enter hospitals; The production license has not been completed; The traditional products of the Group are veterinary drugs.
Opportunity: The health care products market is developing rapidly and the market capacity is large. I am familiar with Nanchang area.
Threat: The health care products market is highly competitive and volatile.
To sum up, first of all, we should do a good job in production license, take advantage of the group's capital and technology, adopt all-round promotion and distribution means in Nanchang, which we are familiar with, determine the trademark/product name/factory name that is different from traditional products, and quickly occupy as much local market share as possible with the strongest competitiveness. Highlight the characteristics of pure natural green food and occupy as much market share as possible.
Four goals:
Financial Target: Omission
Marketing target: the gross profit margin of cost reaches 200%.
5 marketing strategy:
Target market: Wuhan positioning: "Cross Good" pure natural green health care product line: "xxx oral liquid" (later copied "yy capsule" and "zz buccal tablet") Price: slightly higher than that of competitive brands (partly used in Hope Project) Distribution: shops and pharmacies.
Sales team: set up "xxx Wuhan Sales Center" (run before September 10) Service: set up user tracking card.
Advertising: radio, television, newspapers, billboards and other promotional methods: thousands of people give away.
R & ampd: Development of new products and market research: Know yourself and know yourself, and win every battle.
6 action plan
In August, we obtained the production license and started the pre-advertising operation. Thousands of people watched the trial production of the product.
Before September 10, "xxx Wuhan Sales Center" was established.
In September, the all-round promotion method of carpet bombing was launched, and the user feedback report of "Gifts for Thousands of People" was released and mass-produced.
10 10 month 1 day, the product was put on the market and the "Hope Project" public welfare activity was held at the same time.
7. Estimated income statement
8. Control: First, a production license must be obtained.