21金維它醫(yī)藥品牌經(jīng)營案例分析(ppt)-管理案例-免費閱讀
【正文】 M Management KSF Implications For BMS 14 Distribution amp。 M Management KSF Lessons amp。P budget due to SARS Ratio of Sales amp。P Exp. 2） Product contribution = sales/（ 1+17%） – COGs – Aamp。China Challenge Building a profitable leadership position Benchmarking Case Study 1 Benchmarking Brands White amp。P Exp. Source： Industry expert interviews， Elite analysis 產(chǎn)品概述 營銷管 理 Product Description S amp。 Mktg Investment vs Gross sales amp。 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。 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 Exp. % of gross sales Unit: million RMB Product description Samp。 implications Before started TVC campaign 9 Started with heavy TVC campaign, 21 Super Vita positioning changes to understandable language and direct benefits to municate with consumers 21 Super Vita Positioning With Heavy TVC Campaign 產(chǎn)品概述 營銷管 理 Product Description S amp。 implications ? Investment of mass media started in 202
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