21金維它醫(yī)藥品牌經(jīng)營案例分析(ppt)-管理案例(已修改)
2024-09-04 11:20 本頁面
【正文】 China Challenge Building a profitable leadership position Benchmarking Case Study 1 Benchmarking Brands White amp。 Black 21 Super Vita Gyno Daktarin Glucobay Motilium 2 21 Super Vita Product Description ? Manufacturer： Hangzhou Minsheng ? Ingredient: 21 multivitamins and minerals ? Dosing: 12 tablet per day ? Claim：“ nondrowsiness at day time and good sleep at night time” ? Launched around 1985 ? Promotion Model： OTC ? 140 million RMB sales in 2020， 520million RMB sales in 2020 ? Market share： – About 17% of total market in 2020, total market includes multivitamin products both in drug market and in health food market ? Ranking – player among multivitamin drug market in 2020 ? Major petitors – Gold Theragran, Centrum, Cheng Zhang Kuai Le, Golden Partner 產(chǎn)品概述 營銷管 理 Product Description S amp。 M Management KSF Lessons amp。 implications 3 21 Super Vita Historical Sales, Advertising and Promotion Expenses amp。 Product Contribution 1998 to 2020 ? Aggr. sales value: 950 mil ? Aggr. Aamp。P exp.: 184 mil ? Aggr. product contr. : 510 mil ? Average ROI Ratio: Unit: ?000 RMB 01002003004005006001998 1999 2020 2020 2020 2020S a l e s Aamp。P P r o d u c t C o n t r i .Notes： 1） Average ROI ratio = Aggr. Product contri./Aggr. Aamp。P Exp. 2） Product contribution = sales/（ 1+17%） – COGs – Aamp。P Exp. Source： Industry expert interviews， Elite analysis 產(chǎn)品概述 營銷管 理 Product Description S amp。 M Management KSF Lessons amp。 implications 4 21 Super Vita was a generic name before 2020, there were 5 manufacturers promoted 21 Super Vita at that time ? 21 Super Vita was invented by Min Sheng in 1982 ? Before 2020, 21 Super Vita was treated as a generic name for all multivitamin products with the same ingredients. There were 4 other panies using different trademark to market 21 Super Vita ? In 1987, Min Sheng registered 21 Super Vita as a trademark. After that, 21 Super Vita was both a generic name and a trademark ? In 2020, SFDA decided to change the generic name from 21 Super Vita to multivita (21), and Min Sheng got the right to use 21 Super Vita as brand name and trademark ? Min Sheng was very cautious to promote their 21 Super Vita before 2020, because they were afraid that they were growing the market for others 5 21 Super Vita sales takes off after getting exclusive right for both trade mark and Brand name by winning a lawsuit in 2020 21 Super Vita Sales Track 01
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