In the past, Company N made some attempts in albumin polypeptide health care products market, but the overall operation was not ideal. Therefore, it is necessary to reposition albumin peptides in the new year, make necessary discussion and planning on the annual marketing ideas, and make necessary diagnosis on the current situation of N company. In view of the product phenomenon of N company albumin polypeptide, we should establish the core concept of "healthy peptide" and point out that human aging begins with cells, especially cytokines (peptides). Timely supplementation of albumin polypeptide can maintain cells, repair damaged cells, promote cell metabolism, and directly delay cell aging, thus achieving the purpose of health preservation. Albumin peptide is the fist product of N company, which is the key goal this year, so as to make N company famous, facilitate the introduction of other new peptide products, have a chain effect and expand the product camp of "health peptide".
I. Annual Marketing Target and Advertising Investment n The company predicts that the sales in the S market in 2002 will be 20 million yuan, and the annual advertising fee is about 35% of the turnover, that is, 7 million yuan.
During the lead-in period (the first three months), the estimated sales amount is 6.5438+0.5 million yuan, and the advertising fee accounts for 654.38+0.000% of the turnover, which is 6.5438+0.5 million yuan;
In the growth period (the middle five months), the estimated sales volume is 5 million, and the advertising fee accounts for about 40% of the turnover, about 2 million. In the mature period (the last four months), the estimated sales amount is 6,543,803.5 million yuan, and the advertising fee accounts for about 25% of the turnover, about 3.5 million yuan.
The proportion of advertising investment per month is 3: 4: 5: 6: 7: 8: 9:10:12:12 = 50: 50: 40: 35: 35. :11:12:1:2 = 20: 50: 80: 90: 90:100:10:10 Target audience: postpartum women, postoperative patients and the elderly. Specific analysis: In view of the fact that there are too many products to improve immunity and eliminate fatigue, and the competition is too fierce, some strong brands have been formed, such as Li Angduobang and Yangshengtang Guibie Pill. Combined with the actual situation of the company, we have adopted the strategy of doing something and chosen a breakthrough point in functional appeal. Make suggestions. To establish local advantages, the early target consumer groups are defined as postpartum, postoperative and elderly groups for six reasons: 1. Judging from the overall quantity, the scale is not small, but it is relatively moderate. 2. They belong to heavy consumer groups, with high repeatability and long taking time. 3. Patients and their families all know that such people are extremely weak and need to be supplemented with protein peptides. Albumin is very similar in concept to the specific structure inside the product, and it is easy to market, with good foundation and relatively low price sensitivity, so the higher price of albumin will not be unacceptable in consumption. 4. This kind of crowd has intensive activities, frequent communication and strong interaction, which is suitable for word-of-mouth communication of products with good quality. 5. The number of publicity media related to this kind of target customers is small, and the fees are correspondingly low and targeted. 6. This kind of target customer base is the commanding height. After it was conquered, it was much easier to work for the general weak. For postpartum women to restore health and beauty: Also, postpartum women are weak, qi and blood are out of harmony, viscera are out of balance, internal friction is large, and their constitution is weak. From the perspective of women's health and beauty, the significance of postpartum albumin peptide supplementation is explained. For example, as a professional woman, she should be a good wife and mother, play different roles and coexist with various pressures. Once albumin polypeptide is lacking in the body, cell metabolism will be affected, immunity will drop sharply, toxins will take advantage of it, skin health will be lost, beauty will be lost, and happy days will be cast a shadow. As a woman, you used to be proud of your health and beauty. However, with the growth of age, especially in various special physiological periods, such as menstrual period, pregnancy, delivery period and lactation period, a large amount of qi and blood are lost, which will inevitably lead to excessive consumption of amino acids in the body, leading to endocrine disorders, loss of qi and blood, prone to aging signals such as pigmentation and rough skin, coupled with fatigue, lack of sleep, wind and sun, electromagnetic radiation, etc., which will easily lead to accelerated skin aging. If you can't stay beautiful, you will regret it. At the same time, it tells women that albumin peptide can also enhance children's physique and dispel their concerns about taking care of their children and not eating health care products. Improve the ability of middle-aged and elderly people to resist diseases: S city has entered the elderly society, with a large group base, which conforms to the network group of N company. In addition, the elderly have become accustomed to eating health care products. Albumin polypeptide is a new concept, which is essentially different from other health care products that enhance immunity and can quickly start the market. In view of the patients' quick recovery after operation: hospitalization or operation, the patients have great internal friction and extremely weak constitution. The reason is that they are extremely short of albumin peptides. Therefore, instilling albumin peptide can help patients recover quickly and rejuvenate. At first, postpartum women, postoperative patients and middle-aged and elderly people were the main groups. After gaining a leading position in the local market and consolidating its advantages, it will seek the target customers of middle-aged white-collar workers and office workers, and at the same time, it will extend its functional requirements in the future, find a market breakthrough and become the first brand of albumin peptide. The product concept is albumin, and the product mechanism is based on polypeptide. Albumin is easy to remember and spread, peptide is mysterious, and there is a breakthrough in scientific and technological content, which is unknown to everyone and easy to speculate. Third, the "three-step" market strategy deployment In 2002, the product listing procedure can be formulated as a three-step strategy: 1. The first step is the market incubation period, usually three months, from the end of February to the end of May. First, pregnant women, patients recovering from surgery and middle-aged and elderly people with low immunity are the key targets, newspaper soft articles are the main body, event marketing activities are the fuel to set off a staged market climax, and terminal training and terminal image display are used to promote sales. Do three pillars, and promote three marketing methods at the same time. After nearly three months of market cultivation, supplemented by TV special topics, radio special topics and TV brand advertisements, the market impression was deepened. Introduce albumin polypeptide into the growth period as soon as possible. At this time, media selection: newspapers: Jiang Shen Service Herald, Weekly Radio and Television News, Xinmin Evening News; Terminal support: leaflets, terminal display cards, related festival publicity materials, sales staff training. Albumin polypeptide health expert mailbox opened, network media opened. 2. The second step is the growth period, which generally lasts for 5 months, from June 1 to June10,31. Focus on lying-in women, patients in recovery period after operation, middle-aged and elderly people with low immunity, and appropriately expand the target population to fatigue and physical weakness. We will continue to give priority to soft articles in newspaper media, supplemented by hard advertisements in printed matter, and add mystery to our products through special popular science education on TV and radio. At the same time, 5-second brand advertisements will be launched, and 30-second and 15-second efficacy advertisements will be launched later. When strengthening the albumin peptide condolences suitable for visiting parturients and patients, we began to guide the habit of giving gifts to elders on Dragon Boat Festival and Mid-Autumn Festival, and expounded that the fundamental reason of low immunity is nothing more than the decline of cell function. Supplementing albumin polypeptide can fundamentally solve the problem of cell aging and achieve the goal of cell health. At this time, media selection: newspapers: Jiang Shen Service Guide, weekly radio and television news, Xinmin Evening News TV special edition, radio special edition advertisement, TV 5-second brand advertisement. Network media terminal support: leaflets, terminal display boards, related festival publicity materials, sales staff training, and terminal promotion activities. 3. The third step is maturity, that is, from the beginning of June 165438+ to the end of February. At this time, it has entered the winter, which is a good opportunity for the body's immunity to be low and winter tonic. Health care groups have a large base and a larger market capacity. At the same time, it is also the peak period of gift giving. Visiting relatives and friends, honoring the elders, health care products are inevitable. Albumin polypeptide is the best choice. At this time, we should strengthen the gift copy, the effect copy, and the combination of gift and effect copy to spread. Television media can consider functional advertisements, gift advertisements or emotional advertisements, while radio advertisements continue to deepen the functional characteristics of products. In the outdoor aspect, you can choose to put outdoor media in the bustling area appropriately; Strengthen terminal maintenance, supplemented by promotional activities to stimulate market demand. At this time, media selection: newspapers: Jiang Shen Service Herald, Weekly Radio and Television News, Xinmin Evening News; Television: efficacy advertisement, gift advertisement; Radio advertising: efficacy advertising, outdoor giant gift advertising, online media, jointly promote and create a "market" atmosphere. Terminal support: leaflets, terminal display cards, related festival publicity materials, sales staff training. Albumin polypeptide health expert mailbox opened, on-site promotion activities. Four. Marketing Strategy In 2002, the albumin peptide of N Company went on the market. With a brand-new concept "healthy peptide", the essence of human aging is revealed, and the human immune market is re-established. Strive to use the S market as a template to quickly replicate successful programs and expand the national field. Then, based on the successful model market, through media promotion and activity operation, we will highlight the brand advantages and product advantages and seize the existing market share of enhanced immunization. The idea of this view lies in: competing with the main competitors, highlighting the advanced and high-tech nature of albumin peptides in publicity, and attacking the disadvantages of opponents with absolute advantage, so that albumin peptides become the ace product that dominates the market. Albumin polypeptide can start from the cell structure of human body. Talking about human albumin and polypeptide and their special functions can avoid the obstacles of product function promotion and greatly enhance the brand's popularity and reputation. A considerable number of people know something about protein, cells and even albumin. As long as the maintenance function of albumin peptide is correctly guided and instilled, they can accept the metabolic function of cells. You can even mention the importance of albumin infusion in the hospital and suggest that people take care of themselves in advance to promote long-term consumption. It is hoped that through the overall marketing idea in 2002, the albumin polypeptide market in S market will be opened, and more output will be obtained with less investment, especially the healthy, sustained and stable development. At present, from the point of view of S market, amino acid products have begun to invest heavily in advertising, which may be a great opportunity for albumin peptides. The two products cultivated the market at the same time and shared successfully. Therefore, we must seize the opportunity, respond quickly, and take an advantage in advertising, promotion and event marketing activities. Therefore, it is necessary for company N to be psychologically prepared and fight a tough battle. We should strengthen the correct thinking and the general trend of off-site operation, strive to improve the existing shortcomings, complement each other's advantages, strengthen the guidance of ideas and guide practical training, and successfully complete the scheduled task of realizing the Shanghai market of 20 million yuan in 2002. Five, Ten Suggestions for Marketing Guidance 1, Breakthrough of Special Groups 2, Three Steps for Overall Planning 3, Integration of Marketing Planning 4, Localization of Regional Talents 5, Marketization of Assessment Mechanism 6, Clear View of Performance 7, Speeding up the Race for Points 8, Taking the Lead in OTC 9, Strengthening Practical Training 10, Terminal Marketing: Starting Period of Market Introduction Scheme for Albumin Polypeptides in the Perennial Incubation Period: 2002. Promotion purpose: Through soft and hard advertising, media advertising, event marketing and other marketing means, the product will become the absolute leading brand in this market, and achieve ideal sales results and corresponding rich returns. Marketing weapons: newspaper soft articles, radio brand advertisements, TV special topics, terminal training exhibitions and related publicity materials. Media selection: two or three specialized newspapers or magazines with strong pertinence will launch high-frequency advertisements, and it is best to combine soft and hard advertising. Such as newspaper media: Xinmin Evening News, Morning News, Jiang Shen Service Herald or Weekly Radio and Television News; Radio media: radio and television network media: Shanghai hotline, Netease, Sohu or Sina. Frequency: It is best for two newspapers to put in soft and hard advertisements twice a week and once a month for magazines. Advertisers on TV and radio play the role of prompting, and TV topics mainly play the role of promoting mysterious functions. Promotion method: soft hype, hard advertising, event marketing, terminal activities and online media are five in one, realizing simultaneous attack of high-altitude media, hot event marketing and ground activities, and creating a warm and sensational market atmosphere. Market launch plan: 1. Starting with event marketing activities: "Healthy Peptide" cares for new women! Publish information in newspapers and media, telling the news that "health peptide" landed in Shanghai in March and collected the list of mothers who gave birth to babies in February. Company N selected 38 parturients from them, presented them with healthy gifts of albumin peptide 38, and directly cut the products into the target population. At the same time, during the Women's Day on March 8th, you can choose the bustling urban area, encourage female audience to answer questions in the form of a challenge lottery, and then distribute products on the spot. The company can sort out the photos and make the wonderful pictures public in turn in the media to incite consumers' emotions. Activity time: from the beginning of March to the end of March. Main media: Jiang Shen Service Herald, Weekly Radio and Television News, Xinmin Evening News and online media. 2. The first round of soft-text operation: concept hype-healthy "health peptide" plan. Typical soft-text includes: the mystery of cell aging has been uncovered-the key factor is "polypeptide": oral albumin, a young and beautiful "health peptide" for the elderly. Health and wellness "health peptide" rehabilitation article: oral albumin, healthy physique "health peptide" white-collar article: oral albumin, healthy life "health peptide" the first round of soft article hype time: late February to mid-April. Main media: Jiang Shen Service Herald, Weekly Radio and Television News, Morning News, Xinmin Evening News and online media. 3. The second round of soft text operation, concept introduction: "healthy peptide"-mother's favorite mother thinking-oral albumin to relieve children's worries. A maternal self-report: A maternal gave birth to a baby and thought of the story of her mother's suffering when she was born. Every time the temperature changes, my mother's painful experience of chronic diseases breaks out. I should pay more attention to health maintenance, supplement albumin peptide, enhance cell metabolic function, repair damaged cells and promote cell vitality, so as not to repeat the mistakes of my mother and make my children worry in the future. Thinking of my child-taking albumin orally to relieve worries A mother recalled her daughter, saving pocket money in middle school, or saving lucky money to buy supplements for her mother to help her recover after surgery, which triggered the thinking of modern mothers: two generations separated, and the children were under great work pressure and had no time to accompany their mothers. As a mother, in order to let her children work with peace of mind, she takes the initiative to supplement albumin peptides every day to add points to her health. This will lead to the mother's health and realistic thinking that is important to her children. Oral albumin, a "health peptide" for a healthy life, describes polypeptide as an essential nutrient for women, which is not only suitable for lying-in women, but also a health tonic for middle-aged and elderly women. The second round of soft article hype time: from late April to late May. Main media: Jiang Shen Service Herald, Weekly Radio and Television News, Morning News. 4. Event marketing activities: Thanksgiving Mother's Day, wonderful health "healthy peptide" as a mother's day theme activity, publishing information in newspapers and media, telling the "albumin" mother's day thanksgiving activities, looking for the albumin peptide mother of the baby born in the same month, paying tribute to the mother on Mother's Day, and N Company gave away 65438 for free. Activity time: from the beginning of May to the end of May. Main media: Jiang Shen Service Herald, weekly radio and television news, morning paper, Shanghai TV Station, and auxiliary media of online media: radio advertisements, TV special topics, TV brand advertisements, terminal image display and other promotional materials. 5. Other soft topics with matching function are as follows: albumin polypeptide-a good helper for health preservation. Take a case of a postoperative patient as an example, in just a few words: What is albumin polypeptide? Postpartum youthful vitality and health "health peptide" is wonderful. After postpartum women take albumin polypeptide, their bodies recover quickly and glow with the miracle of health and vitality, which leads to the functionality of albumin polypeptide. This paper expounds the great significance of supplementing albumin polypeptide to postpartum women-restoring health and beauty and emitting youthful vitality. Sufficient albumin, healthy and wonderful life channel design: database marketing of pharmacies, supermarkets, shopping malls, food stores and food stores near maternal and child health hospitals: count all maternal and child health hospitals and other related hospitals in S city, sort them by region and scale, and establish good cooperative relations with them in a planned way; Cooperate with the hospital to collect the information of women who have just given birth recently, establish a database and conduct one-to-one database marketing; Cooperate with the hospital, collect and sort out the data of inpatients or patients recovering from surgery, establish a database, and conduct one-to-one database marketing.