【正文】 p still ?Bufferin has plunge in GZ ?Contac has potential to gain more market in BJ ?Tylenol also has potential in BJ, SH, amp。a nT y l e n o lG a n k a n gW amp。 Black Pill ?Contac ?Bufferin ?Gankang ?Yibai Keke ?Fortune Coltalin ?SKamp。amp。 999 Study China cold remedies market by 3D Cold Remedy Brands Covered in 3D ?Tylenol ?Gaitianli While amp。B l a c k Pi l l G a n k a n g T y l e n o l C ol d R e m e di e s C ur r e nt l y B uy / U s e C ol d R e m e di e s P l a nn i ng t o B uy / U s e% Key Brand in Key Markets Currently Using 0%20%40%60%80%100%BJ SH GZ CD SY WH FZ X i 39。 BP a n a d o lF o r t u n e C o n t a c1 0 0 Ke k e B u f f e r i nFuture Trend BJ SH GZ CD SY WH FZ X i a nB u f f e r i n 5% 3% 9 % 0% 3% 4% 2% 2%1 0 0 k e k e 0% 2% 0% 0% 3% 0% 0% 0%C o n t a c 10% 1% 4% 4 % 5% 1 % 1 % 4%F o r t u n e 0% 1% 1% 1% 0% 0% 1% 0%P a n a d o l 1 % 1 % 1 % 3% 0% 1% 0% 1%W amp。 W G a n ka n g T y l e n o l H e a r d A L o t A b o u t H e a r d A F e w T h i n g s A b o u tJu st H e a r d T h e N a m e N e v e r H e a r d A b o u tOpinion on Personal Needs 0%5%10%15%20%25%30%35%40%45%B u f f e r i n 1 0 0 K e ke C o n t a c F o r t u n eC o l t a l i n SKamp。FP a n a d o l G a i t i a n l iBamp。WG a n ka n g T y l e n o l T h e C o st I s T o o H i g h C o st I s M o r e A cce p t a b l e T o o C h e a p T o B e G o o dFamiliarity Consideration Delivery Go up again unless: ? Not good enough on two or three specific aspects relevant to the category . ‘Doesn’t taste good enough’ or ‘Not sufficiently fortable’ or ‘doesn’t offer enough variety’ The Pyramid Customers are paratively easier to be transferred to Delivery level, if there is no negative factors to them after trial the product Opinion of Performance 0%20%40%B u f f e r i n 1 0 0 K e ke C o n t a c F o r t u n eC o l t a l i nSKamp。FP a n a d o l G a i t i a n l iBamp。 Black Gankang TylenolAppeal More Than Others Appeal As Much As Others Appeal Less Than Others Products Appeal ?Bufferin is more appealed than other brands ?Contac is a contradictory product ?Tylenol is not a attractive brand Familiarity Consideration Delivery Preference Commitment Go to the top of the pyramid if the brand has a major share of all advantages taking into account their importance in usage/purchase in the category The Pyramid Emotional Appeal 0%10%20%30%40%B u f f e r i n 1 0 0 K e ke C o n t a c F o r t u n eC o l t a l i nSKamp。 wife Summary ?Traditionally, OTC medicine is not only driven by cost ?too cheap to be good ?medical insurance, government subsidized ?Cold remedy is not a highly differentiated category ?performance ?brand image ?innovation: ?Bufferin: Day amp。t Feel Safe Public Places 44% 86I Worry About The Future 35% 86Live In Male Dominated Society 21% 81Attitude StmtsTotal Agree Contac IndexStocks/Shares Good Earn Money 25% 107I Worry About The Future 43% 106No Wrong Have Aff. If Married 19% 105Confusing When Prds Diff Names 47% 105Empl. In Foreign Ent. Better 40% 104Compare Prices Before Deciding 65% 104Live Again Do Things Diff. 69% 104Can Tell Person By Clothes 38% 92TV Ads Provide Truthful Info 29% 91I Prefer Sons To Daughters 22% 91Ads/Chdrn Unreasonable Demands 51% 91Enjoy A Night Out At A Pub/Bar 22% 88A t t i t u d e S t m t s T o t a l A g r e e T y l e n o l I n d e xO f t e n G o S h o p p i n g W i t h P a r e n t s 41% 109O ld F a sh i o n e d / W o m e n S h ld . M a r r y 45% 108T h e In t e r n e t Is T r u st w o r t h y 37% 108U p T o D a t e W i t h F a sh i o n Im p t 33% 106W o r k O v e r t i m e G e t Jo b S a t i sf . 40% 104E n jo y A N i g h t O u t A t A P u b / B a r 26% 104L i ke B e S e e n U si n g P o p . B r d s 47% 103B o u g h t P r o d s A f t e r F r e e S a m p le 28% 88I P r e f e r S o n s T o D a u g h t e r s 21% 88G o B a ck T o L i f e A s U se d T o B e 29% 87O f t e n T h i n k A b t W o r k W h e n H o m e 24% 86T e ch . N e g a t i v e E f f . O n S o ci e t y 36% 86L i v e In M a le D o m i n a t e d S o ci e t y 22% 86T h e B o ss Is A lw a y s R i g h t 13% 82Brand Awareness amp