At present, the main channel of hangover products on the market is otc market. If the newly listed products still set the main channel here, it is intended to "fight" with similar competing products. Then the final money is not earned by manufacturers, but by pharmacies, media or advertising companies. Therefore, channel segmentation is the focus of this kind of new product listing planning.

In 20** years, hbzy's new product, Gehua Fuling Chewable Tablets (hereinafter referred to as Gehua Tablets), was prepared to go on the market years ago, and the author team was invited to be responsible for the marketing planning of this product.

Background analysis:

The market is large, but it is tepid.

This product is a new chewing hangover-relieving product developed by Dr. Yi in XX with Yao hangover-relieving herb "Huanyangteng" combined with Amomum villosum, Poria cocos, Chenpi and other traditional Chinese medicines. According to the clinical follow-up experiment of Shijiazhuang Traditional Chinese Medicine Hospital, taking Gehua tablets before drinking can increase the alcohol consumption, and has a good effect on various symptoms caused by excessive drinking, such as nausea, vomiting, dyspepsia, abdominal distension, palpitation and insomnia and nausea.

After market investigation, the project team analyzed similar hangover products on the market at present:

1. At present, there are few chewable anti-hangover products on the market, but the anti-hangover market is tepid, although there is a great demand. Although Neptune Jinzun claims to have won the first prize, it is very uncomfortable to sit up, and similar products rarely succeed.

2. At present, hangover products always revolve around the concept of protecting the liver, which has been educated for many years. If it continues, there is a market, but it is not big.

3. From the channel point of view, basically all conceivable channels are installed, including pharmacies, clinics, supermarkets, bars, nightclubs and other places.

The product price ranges from several yuan to several tens of yuan.

5. There are oral liquids, beverages, chewable tablets, simple tablets and capsules.

6. So far, this kind of products have not been fried violently.

In order to make this product find a new breakthrough in the market, the project team decided to make a breakthrough in the following aspects:

Concept breakthrough:

"Neutralization" and "Jiejiu" comprehensively cover the market.

A famous planner once said, if you can't be a boss as a product in one city, go to another place where you can be a boss. In other words, marketing planning should be good at tapping its own advantages, finding a place suitable for its own play, and becoming a boss instead of following others' ass. If Pueraria lobata tablets still take the concept of "protecting the liver" and just follow the trend, it is difficult to form a climate. After several discussions, the project team decided to put the product concept on two points: "neutralization and hangover relief". The main reasons are:

First of all, whether it is protecting the liver or protecting the liver, the only constant requirement of consumers is drinking, and this consumer demand will never change. Therefore, considering the needs of consumers, marketers should follow suit. Since you still want to drink, drink it. On this basis, the first concept came out, that is, neutralizing alcohol content-you can usually drink 1 kg of 50-degree liquor, and if you exceed this capacity, you will definitely get drunk; And if you eat some pueraria tablets in advance, you can neutralize some alcohol molecules; In other words, after eating the product, you can drink more. The concept of "neutralization" just solves the problem that consumers always drink and accidentally overdo it.

Secondly, it solves the problem of prevention. If you are drunk, you will definitely have nausea, vomiting, indigestion, abdominal distension, palpitation, insomnia, nausea and other symptoms, and you will feel uncomfortable for one night or even the next day. What can we do around this problem, the second concept comes out: if you are drunk and eat this product, you can greatly reduce the discomfort after drunkenness. All the problems that need to be solved can be summarized by avoiding "hangover".

Target population:

Precise subdivision of demand

At present, the products in the hangover market are mainly entertainment, so many products are aimed at business people. Moreover, young people basically like to be in a state of drunkenness and don't need alcohol products at all. In view of this, the buyers of the products of the project team are divided into:

1. Business people: buy temporarily before business entertainment; Just use the concept of "neutralization" to appeal.

2. Family members of business people: People who care about their family's health and worry that too much entertainment will damage their family's health may often buy them in their daily lives; This just applies to the concept of "hangover".

3. Some service personnel in nightclubs and karaoke halls, as well as liquor salesmen, are also important consumer groups that cannot be ignored. Their daily work goal is to sell more wine. Since you are a wine seller, you must always accompany the wine, so you must always prepare some hangover supplies. To this end, in the publicity, they added a logo that convinced them that "Hong Kong Entertainment Association only designated hangover products" and firmly grasped their desire to buy. The concept of "neutralization" can also be applied to this consumer group.

Sales channel:

Find another way to effectively reduce the degree of competition.

At present, the main channel of hangover products on the market is otc market. If Gehua Film still decides its main channel here and intends to "fight" with similar competing products, then the investment will be a bottomless pit, and the final money will not be made by manufacturers, but by pharmacies, media or advertising companies. Therefore, making the limited cost play the biggest role will determine the fate of the product. Finally, the project team decided not to put all the sales channels within the scope of otc, but to subdivide the channels into pre-drinking channels and post-drinking channels according to the product concept, and then add an alternative channel.

Pre-drinking channel supermarket sales counter: from the analysis of pre-drinking consumers, some alcohol consumers, whether entertaining or non-entertaining, still like to go to the supermarket to buy. If a small product counter is set up in a supermarket where alcohol is concentrated, and the product publicity is in place, many people will buy the product directly in the supermarket after letting the people know the function of the product; Tobacco and liquor store: This is the only way to buy alcoholic products. Because the product is anti-hangover, the main channel before drinking must be in the tobacco and liquor store, which solves the convenience problem of two kinds of target consumers: entertainment and business people's families. Community canteen: The biggest advantage of this channel is the convenience of purchase. All the communities are covered with canteens, which will be a very good sales channel whether it is to meet the needs before or after drinking.

Drunk channel hotels and restaurant counters: After detailed analysis and asking a large number of people who often socialize, we know that there are not many people who are really drunk in restaurants and hotels, but from the perspective of product promotion, we should still put this channel positioning on the demand for wine or after drinking, because this is also a way to directly generate purchases; Karaoke hall, nightclub front desk counter: among all the places where people drink, the places where they really get drunk often should be nightclubs and karaoke halls. Because people who socialize generally don't leave immediately after dinner or get drunk in hotels and restaurants, the metropolis leaves a certain amount of "wine" to the final destination-nightclubs or karaoke bars. In these places, it is often basically "fallen" before they really go home. And these places happen to be the places where another target group, the hostess, works. Therefore, this is the most important venue in the drinking channel.

In the sales process of alternative channels, we should bind local beer or liquor manufacturers with good sales volume, use liquor channels to promote sales, and implement the binding strategy of "delivering quantity and advertising" and "being generous and kind" to quickly establish additional channels for the sales of pueraria lobata tablets. Donation amount: usually one person consumes 1 bottle of beer or half a bottle of liquor, that is, a certain number of products are given away; If consumers drink about 40% more after taking Pueraria lobata tablets, the sales of liquor enterprises will naturally increase. Giving away advertisements: Liquor enterprises bundled with Pueraria lobata can add the logo advertisement of the wine to the promotional materials of Pueraria lobata lobata, which is the so-called loan of advertising resources. Hou Li: For the alcoholic products cooperated with Gehua Pingpian, the enterprise will settle with the winery at the lowest price, and the distribution price and promotion fee will be calculated separately. Kindness: implement strict business circle control and long-term cooperation plan, protect the interests of wineries, and insist on reaching the same cooperation agreement with other similar wines.

Communication breakthrough:

Channel-based attention terminal

After the concept, target group and channel are determined, the next step is how to spread it. Considering the particularity of the channel, the project team designed several different styles of publicity materials, such as pop, X-frame, publicity dm sheet, etc. Try to meet the positioning characteristics of channels and target groups. In order to make the nightclub pop have publicity effect, its pop is printed in reflective paint. Even if the venue is dark, as long as there is a little light, reflective paint's pop can make consumers see what's inside, which is convenient for the target population to understand the product information.

When posting and distributing publicity materials, the project team requires the following: (1) All community canteens must have consumption information before pop drinking; All nightclubs, karaoke bars, bars, etc. Issued must be painted with pop reflective paint; ; The men's and women's toilets in nightclubs, karaoke bars and bars that have been issued must have relevant warm reminder cards; All pre-drinking channels must have X and pop (posted in the private room); All terminals must form a product stack; Dm should be distributed in every canteen.

Marketing planning scheme of health care products (2)

Firstly, the market of health care products is analyzed. It can be clearly seen that melatonin and gold partner occupy a monopoly position in the health care product market. So what we need to do now is to distinguish this product from melatonin and gold partner.

Both melatonin and gold partner are products of giant company, and their main appeal is to treat health care products as gifts. The advantages of this product for them seem to be as follows:

1. In terms of price, we have an advantage.

2. We focus on buying products for ourselves and using them for ourselves, and do not emphasize gifts to avoid conflicts with other health care products.

3. In terms of product packaging, our packaging is more convenient.

4. In terms of product ingredients, we belong to traditional Chinese medicine ingredients, with few side effects.

Disadvantages are:

1, the product popularity is relatively small, and the market share is small.

After all, health care products are related to our health. Most brands without advertisements dare not use them.

3. If you don't use this product, you won't know whether it is good or not.

4. Non-raw material producing areas in the sales area

As can be seen from the above analysis, our key is to make this product famous and make the target consumers know about this product. Achieve the effect of spreading from one to ten and from ten to hundreds. The main product is located in the ingredients of health care products, that is, Chinese medicine ingredients, with little side effects.

Specific marketing plan:

1, advertising is an essential link, advertising is a must, () but TV advertising needs more money, so we should increase newspaper advertising and online advertising. Taking Heilongjiang Province as an example, it is suggested to choose local newspapers, such as Heilongjiang New Evening News, to do half-page advertisements, because it has higher requirements for content and is easier to attract consumers.

2, online advertising, online advertising is very cheap, the effect is also very good. It is suggested to advertise on the health care network and increase mail order service, which can not only increase local sales, but also increase the popularity in China, and lay the foundation for future sales.

It is also cheaper to advertise street signs at bus stops, so that more people can see them.

4, gift, each taxi driver gives away two bags for free, causing traffic jams, which will definitely be reported by several media, which is equivalent to making a considerable advertisement for this product. The effect must be quite outstanding.

Give it away for a few days in the target consumer group for free, and then start selling.

The budget is about 70 thousand, and it will be lower if there is no newspaper advertisement.