《21金維它醫(yī)藥品牌經(jīng)營案例分析》(ppt)-管理案例-全文預(yù)覽
【正文】 can be explored or satisfied by different marketing way ? Broad market coverage is key to the success of OTC product – Distribution work and proper distribution management are helpful to achieve broad market coverage ? Share of voice is critical, especially when key petitors have increasing investment to have much higher share of voice – Obviously, the share of voice of Gold Theragran nationwide is much lower than its key petitors Implications For BMS Product Description Samp。 Sales force allocation of 21 Super Vita 02004006008001 , 0 0 01998 1999 2020 2020 2020 20201 st l e v e l m a n a g e d 2 n d l e v e l83 75 80 143 2331733No. of Distributors and Average Sales per Distributor Average Sales per Distributor Unit: 000 RMB No. of Sales Reps 0501001502002501998 1999 2020 2020 2020 2020S a l e s t e a m m e r ci a l t e a m T o t a l15 21 Super Vita Key Success Factors ? High share of voice to grasp opportunity caused by SARS – Marketing Aamp。P spending was nearly 90 million RMB and total Sales spending was about million RMB in 2020 ? Work with about 300 1st level distributors and 300 managed 2nd level distributors to distribute 21 Super Vita to broad market, discount rate to 1st level distributors was 22% in 2020 ? About 180 sales reps and 50 mercial reps to take care of POS and distributors Promotion Strategy Product description Samp。 implications ? T ar ge t a ud ien ce : co ns u m er s a t a ll ag e, no t jus t co ns u m er s with h igh er e du ca tion a nd h igh er inco m e? Con su m er n ee ds :? M ale a du lt: ge t r id o f tir ed ne ss d ue to b ur de n of b ot h life a nd job ? F e m ale a du lt: be au t y an d he alth? Elder l y : fu ll of e ne r g y an d loo ks y ou ng? Childr en : str on g bo dy an d go od p er fo r m an ce in s ch oo l? Position ing : e m ph as ize s y m pt o m s, 2 1 S up er Vita h elp s g et ting r id of s y m pt o m s– 膚色差、皮膚粗糙、色斑、貧血、頭暈乏力 …… 成年女性請注意： 21 金維他能幫你– 記性差、經(jīng)常感冒、偏食厭食、瘦弱、貧血 …… 家長們請注意： 21 金維他能幫你– 易疲勞、易感冒、頭暈、食欲差、過早脫發(fā) …… 中年人請注意： 21 金維他能幫你– 易感冒、腰酸背痛、骨質(zhì)疏松、頭暈、失眠 …… 老年人請注意： 21 金維他能幫你? Sloga ns :? M ale a du lt: 家庭事業(yè)一肩挑，奮斗不疲勞 — 21 金維他！? F e m ale a du lt: 健康漂亮有活力，生活更美好 — 21 金維他 ！? Elder l y : 心態(tài)年輕精神旺，就是不服老 — 21 金維他！? Childr en : 身體結(jié)實學(xué)習(xí)棒，成長沒煩惱 — 21 金維他 ！10 Pricing 21 Super Vita pricing strategy 21 Super Vita adopts an affordable pricing strategy, offering good value equation to consumers Product description Samp。 pharmacies ~20% 5% 4
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