Under the current situation, many enterprises are always confident that their products are good and effective, and they have a certain stable consumer group, but their troubles are always unbearable! There are also companies that believe in advertising. The annual advertising investment is quite amazing, but there is no big breakthrough, and the input-output ratio is extremely unreasonable! Some people's understanding of planning still stays in the concept, thinking that planning can turn stone into gold! What's more, it simply denies planning, thinking that it is still an armchair strategist!
These misunderstandings or one-sided understanding of professional marketing planning have also brought considerable resistance to the marketing planning and brand promotion of enterprises! The market waits for no one, while you are wandering, competitors are striding forward! Opportunities are especially critical for enterprises!
Dig deep into product strength
The ancient Han dynasty kept in good health and passed on the true feelings from generation to generation.
Gu Hanjian is a well-known brand in Hunan Province. Since 2002, Sandy Consulting has provided marketing planning services for Guhan Health Essence for nearly six years, and the product sales rebate has also increased from more than 30 million in 2002 to 654.38+0.9 billion in 2007, with a performance increase of more than six times! In addition to the complete resources of the enterprise itself, the product effect is excellent, and professional planning is also indispensable!
We sorted out the product resources, and started with Mawangdui's Western Han Dynasty health prescription, and made a comprehensive and systematic integration of the products. Based on the function of the product, the theory of viscera aging is put forward, which can comprehensively adjust the function of viscera, supplement the vitality of human body, and effectively solve the symptoms such as frequent urination, fatigue, insomnia, forgetfulness and dizziness. In this way, consumers can understand the tangible benefits of products and meet the basic consumption needs. Again? Twenty years of quality is like gold, and two thousand years of health care? As the cornerstone of the brand, it has touched new consumers in the Hunan-Hubei market. Subsequently, in view of the mature market in Hunan, we started the gift market with emotional strategy and put forward? Ancient Han people kept in good health and passed on the truth from generation to generation? Emotional appeal has won the favor of new and old consumers in Hunan market!
In 2007, under Sandy's careful planning and with the cooperation of Qi Xin, an ancient Chinese, the essence of ancient Chinese health care was fully represented in Hubei and Xinjiang markets? 2 1 century pharmaceutical chain high-end forum? Cooperate with Jiuzhoutong Group, a first-class agent, to open up the terminal links of retail pharmacies, establish a good brand image, quickly market products, expand visibility and influence, and conduct vivid and direct face-to-face brand communication to the heads of regional mainstream chain pharmacies. All these make communication more effective and efficient.
Clever innovation by taking advantage of the situation
If you want to row stones, find Nanjing Tongrentang
Nanjing Tongrentang was founded in Nanjing 1926? Beijing Tongrentang Nanjing Branch of Kyoto Le Jia Old Shop. Its production technology, formula and management mode are all inherited from the old Beijing store. Although the processing is complicated, you won't dare to save effort; Although taste is expensive, don't you dare to reduce material resources? Family training, which has become the rule of Nanjing Tongrentang.
Paishi Granule is an innovative variety developed by Nanjing Tongrentang in 1970s. ? Le Jia Laopu School? Paishi Granule, which belongs to the original research variety, has won many honors such as the protection of traditional Chinese medicine, and has become the leading brand in the field of urolithiasis drugs in China. For 30 years, Paishi Granules has been the market leader, with an annual sales return of nearly 100 million yuan.
The clinical competitors of Paishi Granules are not only similar drugs for expelling stones, but also ultrasonic and laser lithotripsy in vitro and in vivo. In view of the deficiency of western medicine in treating stones, it can be emphasized that Chinese medicine is safer, which can prevent stones for a long time and reduce the recurrence rate. In the aspect of clinical promotion, it is necessary to innovate a more scientific, reasonable, economical and effective treatment scheme: positioning Nanjing Tongrentang Paishi Granule as? Do you want to find Nanjing Tongrentang? And propose? What is the first choice for extracorporeal lithotripsy before and after operation? .
In terms of variety innovation, we should lead the trend of traditional Chinese medicine for removing stones, emphasize the importance of innovation and upgrading, gradually replace sugar-containing stones with new sugar-free stones, further expand market share and consolidate the brand position of leading stone market.
Focus on building brand power
When China spread to Five Blessingg, the flourishing age showed great strength.
Five Blessingg Xinnaoqing Soft Capsule, which serves Shenwei Pharmaceutical, is a typical brand accumulated by brand power. It is not easy to sell more than 200 million in two or three big provinces. This variety is completely expanded by channel marketing, and has become a strong brand of independent drugs for cardiovascular and cerebrovascular diseases in Henan, Hebei and Shandong. In 2008, in the face of the new competitive environment, on the one hand, Five Blessingg Xinnaoqing Soft Capsule faced a very unfavorable situation, with the big brands represented by Tasly Danshen Dripping Pills fighting ahead, on the other hand, other Xinnaoqing drugs followed at low prices. After close consultation with Shenwei pharmaceutical marketing executives, we put forward new market deployment and brand strategy. According to the characteristics of products for personal use and gifts, combined with the theme of the Olympic year, there are five Olympic events. Fuwa? What's the product name? Five Blessingg? Clear-headed, just cleverly combined, put forward? China spread to Five Blessingg, and the prosperous times showed great power? Brand strategy, in-depth dissemination and interpretation in regional media, consolidate the old market and expand new markets. Relying on the advantages of the largest soft capsule production base in Asia and the fully automated production process of imported equipment, Shenwei Pharmaceutical will be strengthened and the brand image of modern Chinese medicine soft capsules will be created.
Strengthen high-level decision-making power
O: Enhance radiant skin.
Oushiman is a pearl brand from a water town in the south of the Yangtze River, but in recent years, Oushiman Group has encountered a bottleneck in brand management. In the new competitive situation, how to integrate the brand image concept of Europe is the first difficult problem faced by its planners. As the earliest and most professional pearl industry group, for more than 20 years, Oushiman Group has given full play to the stable business style of Zhejiang enterprises. From small to large, the annual sales of enterprises have exceeded 300 million yuan, especially in the cosmetics market. Oushiman has become the leading brand of pearl beauty in the secondary and tertiary markets.
In order to continue to consolidate the market position of cosmetics and enter the field of pearl beauty and health care products, Shen, a respected and experienced chairman, hopes to achieve innovation in marketing and wisely chooses to cooperate with Sandy. After careful strategic research, Sandy passed the six-force diagnosis, which provided a solid decision-making basis for the brand strategy of the enterprise! Enterprises resolutely choose the brand concentration route in several decision-making directions and put forward it. China Pearl Beauty No.1 Brand? I hope consumers regard Europe as a synonym for pearl powder. Pearl? Elements are integrated into Jiangnan culture, making Oushiman Pearl the fourth element of Jiangnan water town (beautiful pearl in small bridge and flowing water ancient town). National and global, European brands should reflect the charm of Jiangnan water town. Finally, use? Pearl, beauty, cheongsam, umbrella? Jiangnan impression, as a visual element, has become the main brand image of Europe, which shows the brand's taste and characteristics well. Sandy's professional planning provides a feasible scientific decision-making basis for the brand strategy of Ou Group.
Highly upgraded planning ability
Treating the intestine does not hurt the intestine, but the whole intestine can do it.
As the core enterprise of DongYao Group? Shenyang first pharmaceutical factory, put into production? Whole intestine? After 12 years of market accumulation, we decided to open up the intestinal drug market. At this time, Shenyang No.1 Pharmaceutical Factory decided to cooperate with Sandy.
After careful analysis of the market of intestinal drugs, we did not compare the whole intestine with other microecological agents, but used? A new generation of intestinal drugs? Put forward the concept of competing with all intestinal drugs? Curing the intestines does not hurt the intestines? The core appeal of, vigorously advocate? Is intestinal medication in urgent need of upgrading? , in? Upgrade? Seize the opportunity to become a leading brand. At the same time, the whole intestinal advertising strategy is also very successful. After digging deep into the connotation of the product, we chose the product spokesmen and famous advertising stars who are suitable for spreading popularity at this stage. Xu Xiaoli. In the plane and TV commercials of the whole intestine, Xu Xiaoli holds the whole intestine, right? Okay？ The humorous image of gestures left a deep impression on consumers. In addition, in order to cope with the common phenomenon of brand drug terminal interception, Sandy tailored it? New terminal tactics? To ensure the maximum landing of the strategy. After a series of successful operations, the whole sausage was packaged in blue and white, which became the most eye-catching brand in the intestinal medicine market in 2006 and 2007, and its sales performance of microecological products reached more than 400 million.
The system of improving executive power
Kang Wang Gutongling Tincture: Four-point Drops of Medicine in the World
The domestic patch market has formed a three-legged situation represented by Zheng Qi Tibetan medicine, Guilin Tianhe and Ling Rui. Kang Wang Gutongling Tincture of Dianhong Pharmaceutical Co., Ltd. has a remarkable effect in treating bone diseases, but compared with other similar products, it still needs to highlight the differences. Kang Wang Gutongling Tincture has been clinically operated in some local markets. The rapid development of Dianhong Pharmaceutical hopes to make this variety bigger and stronger, and the decision-makers realize that it is necessary to seek new breakthroughs from OTC.
In addition to providing professional planning support for Dianhong Pharmaceutical from the aspects of product strength construction, product concept shaping, strategy and execution of plane soft text, enterprises should also strengthen the execution of marketing team, work closely with distributors and retail pharmacies, strengthen terminal packaging and start the terminal campaign. Only in this way can Kang Wang Gutongling Tincture be expected to succeed in the new round of competition in the osteopathy market.
In 2006, Kang Wang Gutongling Tincture was like a dark horse in many domestic regions and provincial markets. Through high-altitude publicity and strong ground promotion strategy, Gutongling Tincture has been successfully listed in several regional markets, becoming a unique landscape of terminal marketing. The execution ensured the success of Kang Wang Gutongling Tincture, broke the original three-legged structure of the bone cream market, and made the bone cream market show a trend of four points in the world!
Plan is not everything, but you can't do anything without a plan! Through professional planning, we can accelerate the development of enterprises and the take-off of brands. In today's fierce market competition and serious homogenization of products, if we still stick to the rules, rely solely on our own resources, do not seek innovation, and pay attention to system planning, we may do well, but we will always feel competitive pressure!
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