Promotion and marketing strategy of health care products for middle-aged and elderly people (1)
Marketing plan of health care products for middle-aged and elderly people: marketing plan of melatonin in Chengdu.
1. Industry background analysis
Due to the rapid development of economy and the shortening of people's life span, people have a greater desire to survive and naturally pay more attention to the health care of the elderly. Health care products have become the first choice for middle-aged and elderly people. Unlike medicine, people regard it as a kind of nutrition and tonic, so it is easy to accept.
1. First, analyze the sales of melatonin in the domestic market.
Make a questionnaire and conduct a nationwide survey. The content of the survey is aimed at the city with the largest sales volume of melatonin in the domestic market, the age, work and income of the buyers, and the reasons for buying melatonin.
Then according to the survey data, make the marketing plan of Chengdu market.
2. Then, the market background of melatonin in Chengdu is drawn up. The subjects of the questionnaire survey are mainly Chengdu people and people living in Chengdu.
3. According to the data obtained from the questionnaire, we can know more clearly the sales situation of melatonin in Chengdu (see annex for the questionnaire).
Second, product analysis
The advantages and disadvantages of melatonin as a health care product are analyzed.
Disadvantages:
It's not medicine, it's just health care products. When people buy medicine, they always listen to the doctor's prescription.
But for health care products, most customers will not follow the seller's advice to buy that kind of health care products, so customers have the right to choose when buying health care products, not necessarily to buy melatonin, but also to choose other health care products.
Marketing plan
Therefore, in publicity, we focus on the characteristics of melatonin and its nutritional advantages. Give an appropriate quantity discount on the price, encourage more cost-based purchases, and refer to the prices of similar products.
Benefits:
Although the market competition of health care products for middle-aged and elderly people is fierce now, according to our technical combination,
Many advantages of melatonin are easy to popularize. We should focus on the importance of health care products to middle-aged and elderly people in today's society. People shouldn't wait until they get sick to think it's good for their health. Is it better to take health care products than to take medicine later? I believe our health care products will sell well.
Third, product positioning.
1, price positioning
Although the current economic level has been greatly improved than before, most of them are in a well-off stage, but in this materialistic society, the price should not be too high, generally within 200, because ordinary families are unwilling to spend too much money on health care products, even if they buy them, they will not buy them for a long time, so the price just cannot make ordinary consumers feel unacceptable and stop. No matter how good the product is, even the advertising is in vain.
2, crowd positioning
According to our survey results, most of our target customers are 25 years old.
Office workers between the ages of 45 and 45, because:
First, melatonin has such a feature that its buyers are not necessarily users.
Users are elderly people, but if they are pushed to the elderly, it is difficult to buy them, so we position the promotion target as children, because children are willing to spend money for their parents, and positioning is the first problem we have to solve.
Marketing plan
Second, the characteristics of health care products, it is not an urgently needed product, so we
We must give consumers a good reason to use our products, so this involves a planning problem before promotion. First of all, we need to extract the features of a product, which is urgently needed by consumers. The biggest advantage of melatonin is that under the banner of filial piety, children buy melatonin for their parents, which will make parents feel that their children are filial. Of course, this will also be reflected in our advertisements and publicity.
Fourth, target customer analysis.
Through the results of the questionnaire survey, we can clearly analyze some behavior habits, shopping habits and consumption habits of our target customers, so as to make feasible plans according to their habits and seize more customers.
Verb (abbreviation of verb) competitor analysis
Although the advertisement of melatonin is a household name, with the increasing demand of health care products for middle-aged and elderly people, there are more and more health care products, so many consumers don't know what health care products are more suitable for the elderly, and they will be shaken when buying health care products, so we must increase publicity to make melatonin play a louder role in the field of health care products for middle-aged and elderly people.
So far, the only competitors who can be called melatonin are gold wine and gold partners. What is the slogan of golden wine? Five kinds of food, six kinds of tonic, delicious and tonic? .
Nowadays, many people like to drink, especially middle-aged and elderly people. When they are free, they will have two drinks with their friends. They can enjoy it, which is good for their health. Kill two birds with one stone, naturally everyone likes it. Although the brand of melatonin has been around for many years, in recent years, with the increase of health care products on the market, melatonin has gradually declined. In addition, gold wine is gradually listed, with good reputation and considerable annual sales. Melatonin is also facing a certain crisis. Therefore, on the original basis, melatonin must have a greater change and promotion marketing plan.
Promotion and marketing scheme of health care products for middle-aged and elderly people (2)
Promotion strategies and methods
(1) With the rapid development of economy, the Internet is constantly changing people's lifestyles and production methods. With the development of the Internet, people gradually like to search for things they don't know in reality, and gradually rely on the Internet, thinking that as long as they can search online, they are trustworthy. The influence of network is a lifestyle marked by information, and the change of consumers' lifestyle will inevitably lead to the change of marketing means. So we must pay attention to network promotion.
We can make a portal for our products, where we can put our products, product introductions, company profiles, health consultation, health guides, online communication, online messages and so on. , so that customers can better understand our products.
How to prevent customers from finding our website quickly, we need to do bidding promotion.
Bidding, as its name implies, is to measure the ranking way of a website through price, which means bidding needs money to rank! In the bidding ranking of websites on Baidu or Google, the number of keywords is small, but the accuracy, such as? Melatonin? Brain platinum website? ,? Is the melatonin brand trustworthy? Wait? Keyword should not exceed 10 words. Pay attention to the density of keywords and the optimization of keywords, and mine long tail keywords.
Generally, our traffic and visits do not come from accurate keywords, but mostly from our long tail keywords. The purpose of bidding promotion is to buy real products online, but melatonin, a health care product, is generally only an online consulting website, and products are generally sold in reality.
sales planning
(B), search engine promotion
Is to register accounts in major portals, such as Baidu, Sina, Tencent, Sohu, and small portals, such as 58 City, Jiji.com and People.com. , promote soft text.
Keep going to other people's websites, so that some of our information will stay on other people's websites, and what information netizens may enter our website through.
Stick to posting and following posts.
1, Baidu Post Bar:
Register more accounts in Baidu Post Bar, post more posts about health and melatonin, and publish them regularly. Follow the hot post,
2. Baidu knows
Baidu knows that almost all netizens are using it. It often updates and answers questions by itself, but
In order to improve the search rate, the latest updated or replied posts will be displayed at the top, so you should update your posts irregularly, so that users can see you at the first time and establish a good brand image.
3. Baidu Library
Most people who don't know the Internet habitually believe in the Internet and Baidu, so we have to send some soft articles combining melatonin and health in Baidu library. Many people don't know melatonin, so they like Baidu search. If Baidu Library has, and there are many people who give favorable comments and top people, then he will choose to trust our products.
4. Baidu Q&A
At the beginning of the promotion, we should ask some professional and technical questions about health on Baidu, and then answer them ourselves, so as to drive everyone, and gradually netizens will be impressed by our website and products.
Marketing plan
And become our potential customers, even if they don't buy our things, they will indirectly promote us.
5. Blog marketing methods
Create a blog on Baidu, and put more introductions about melatonin, company introduction, melatonin nutrition introduction, health introduction, expert area in the blog, manage it regularly, and publish new works and materials regularly.
6. Email marketing model
Send some health consultation, the latest products and the latest activity time to customers.
7. Friendship link
Often visit other people's websites, browse other people's web pages and click other people's posts.
8. Forum promotion
? News news: release all kinds of commodity-related news;
? Promotion information: release information on commodity promotion and discount;
? News news: release all kinds of commodity-related news;
? Promotion information: release information on commodity promotion and discount;
? Consumer guide: publish consumer guides for classified goods;
? New product recommendation; Recommend new goods on the shelves;
? Commodity classification list: customers can browse commodities by commodity classification;
? Customer complaints: customer complaints, responding to complaints and solving complaints;
? After-sales service: customer after-sales service;
? Member registration: realize member registration to facilitate future investigation;
9. Advertising promotion
(1) Print a brochure on the website and report it.
Marketing plan
(2) Put my costume poster advertisement at the bus stop.
(3) Making business cards to publicize my website and the latest news information.
(4) posting advertisements on tricycles
(5) Newspaper advertisements
(6) Advertising on local TV stations
10, build several blogs.
Such as Sina blog, Sohu blog and Baidu blog. Netease blog. QQ space, etc
Publish original and good blog posts, optimize them regularly and manage them regularly.
In reality, we can also make some promotion plans, such as:
(1) Distribute leaflets
(2) Send books, but put our advertisements on them.
(3) Advertising on bus videos,
(4) engage in some large-scale public welfare activities and sell them at a discount during the festival.
(5) Go to various places to give some health talks, and of course put our advertisements on them.
(6) Word-of-mouth publicity, and start word of mouth.
(7) At the beginning of the store, try to find more opportunities to engage in some large-scale discount activities and make a name for yourself.
Seven. Financial control and budget
Before the project is implemented, we must first budget the project. If there is not enough capital investment, no matter how good the project is, it cannot be implemented.
(1) First of all, during the questionnaire survey, the printing fee was 50 yuan.
(2) Apply for a domain name 100 yuan to optimize the website in 500 yuan.