Note: Homogeneity here has two meanings.
1. Judging from the functions of health care products approved by the state at present, there are more than 20 kinds of * * *, and the functions of many enterprise products mainly focus on anti-fatigue, regulating immunity, improving sleep, improving gastrointestinal function, delaying aging, regulating blood lipid and resisting hypoxia. If you can't find differentiated needs in publicity, it will be difficult to gain a foothold in the market.
Second, the gift market has been recognized by enterprises, and the competition for gift share has reached a white-hot level every year. At present, in addition to the concept of health care products, products other than health care products have also joined the battle for the gift market. The share of the gift market is relatively certain, and everyone is arguing. The homogenization of this gift concept undoubtedly makes the health care product market more complicated and changeable.
I have been engaged in the marketing management of medical and health products for more than ten years, and have served three companies (Zhu San Oral Liquid, Fuxinkang), Huaxin Pharmaceutical (Peking University Fuxikang, Xueyuankang), Shanshan Bio (lycopene, tea polyphenols) and other enterprises. I have been working in the front line of health care products market and have some personal opinions on health care products marketing. Now I want to share some personal thoughts and experiences with you.
According to my marketing practice for many years, the marketing of health care products is based on years. According to the market characteristics and laws in different periods, it is generally divided into three marketing stages.
The first stage: March to June (Dragon Boat Festival)
Stage 2: July ~ 65438+ 10 (Mid-Autumn Festival)
The third stage: 1 1~ February of the following year (Spring Festival).
So at every marketing stage, there is a traditional festival. We focus on traditional festivals and can achieve three marketing climaxes every year. There are certain rules to be found in the tactical arrangement of each stage. In terms of publicity content, each stage needs to be promoted layer by layer, interlocking. Different periods highlight different emphases, and the emphases are interrelated and complementary. Specifically, in the market operation, we will advance step by step according to five key points: efficacy paving, concept guidance, emotional rendering, atmosphere speculation and publicity.
First, the efficacy paving stage
The effect is to solve the problems of who I am, what I can do and why you need me.
Efficacy bedding is the basis of health care product marketing. If consumers don't know the efficacy of any health care products, there can be no market, let alone a gift market. Therefore, in order to make a breakthrough in the gift market, health care products must do a solid job in basic efficacy publicity. The so-called basic efficacy propaganda is to fully introduce the composition, mechanism and function of the product to the target consumers.
Second, the concept guidance stage.
As the name implies, this stage is to spread a health concept, consumption concept and health perception to consumers.
Why choose our products as gifts to pave the way for the gift market stage? Among them, consumers' health perception is the key point, which needs to be illustrated by typical cases, and of course it can also be virtual. Mainly used to solve the following problems:
1. Why should we use our products? What is the expected return?
2. Why should I (the consumer) use this product? What health opinions do I have?
Characteristics of typical cases:
1, fully agree with the efficacy of the product, and have a profound efficacy experience and health perception. Strong awareness of health care, has formed the habit of taking it for a long time, and usually has the behavior of spontaneous purchase.
2. Children have a certain understanding of their own brand preferences, and the requirements for their own brand purchase can have a guiding impact on children's gift-giving decisions, and they are the most dominant recipients during the holiday season.
3. Most of them are typical health beneficiaries. The health contrast before and after taking the product is strong, and the health course has a certain degree of cognition in their daily life and work interpersonal circle. It has a relatively stable economic source and a certain sustainable consumption capacity.
Third, the emotional rendering stage
Emotional rendering is a very important publicity stage in the gift market.
The propaganda content at this stage can often arouse people's * * * and stimulate people's hearts. Create a strong family relationship and carefully depict the inner emotional world between the elders and the younger generation. What's important is that this depiction should be based on the product, and we can't just talk about emotions and forget the product.
Fourth, the stage of atmosphere hype.
Atmosphere hype is easy to understand, that is, to create a hot-selling atmosphere for products.
At this stage, the media propaganda should analyze the reasons for the hot sale of products from the perspectives of merchants, recipients and gift givers. Of course, the construction of the point of sale can not be ignored.
Verb (abbreviation for verb) promotion promotion stage
Promotion is the last step, which decomposes the "inertia" problem of consumers' purchase.
Now every health care product enterprise has realized the importance of promotion at every stage of the gift market, and the forms and contents of promotion are also varied. Every enterprise should choose the appropriate promotion form and content according to its own product characteristics. It is necessary to pay special attention to the practicality of promotional items and their relationship with product demand.
Note: The above only briefly introduces the five key points of health care product marketing. In actual operation, there are many details, methods and skills. I'll talk to you again when I have the opportunity, so I won't go into details here.