21金維它醫(yī)藥品牌經(jīng)營案例分析(ppt)-管理案例-wenkub
2022-08-30 11:20:13 本頁面
【正文】 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。P P r o d u c t C o n t r i .Notes： 1） Average ROI ratio = Aggr. Product contri./Aggr. Aamp。 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 01002003004005006001998 1999 2020 2020 2020 2020Unit: million RMB Sales Source： Industry expert interviews 產(chǎn)品概述 營銷管 理 Product Description S amp。 implications ? Investment of mass media started in 2020, promoted both in hospital and OTC channels ? In 2020, started focusing on OTC market ? In 2020, increased Aamp。 Mktg Investment 00 . 511 . 522 . 533 . 541998 1999 2020 2020 2020 20200%5%10%15%20%25%30%R O I o f M K T i n g i n v e st m e n % o f M K T i n g i n v e st m e n t v s G r o ss S a l e s7 The target market of 21 Super Vita shifted from the initial hospital segment to retail pharmacies, and from local market to nationwide market Target Markets ? Before 1998, sales were below 50 Million and came mainly from hospitals – 80% of sales from East region (No sales in Shanghai) ? Since 2020, started dual promotion strategy and started investing in mass media, focus on Zhejiang Province, perated into town/county level cities ? Since 2020, focus on OTC market, start to expand to other areas ? In 2020,
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