21金維它醫(yī)藥品牌經(jīng)營案例分析(ppt)-管理案例(編輯修改稿)
2024-09-24 11:20 本頁面
【文章內(nèi)容簡介】 t consumers ? Positioning: ? Vitamin is essential to your health 產(chǎn)品概述 營銷管 理 Product Description S amp。 M Management KSF Lessons amp。 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。 M Management KSF Lessons 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 : 身體結實學習棒，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。M Management KSF Implications For BMS Brand Tablets per Box Listed Retail Price (RMB/box) Cost per tablet 21 Super Vita 60?s Gold Theragran 30?s Centrum 30?s Currently, the actual selling price of 21 Super Vita in retail pharmacy is about 16 RMB per box 11 Before expanding to nationwide market, 21 Super Vita had already gained good experience developing market Promotion Strategy Product description Samp。M Management KSF Implications For BMS B efore 20 02 : fo cus o n Z h ej i ang Pro v i n ce? R ea son s t o cho ose Z he j ia ng– Abo ut 10 y ea r in t he m a rket, hi gh pe ne t ration rate: ab ou t 80 % in ho spi t al s in Z he j ia ng , 90 % in dru gstore s in Z he j ia ng– H ig h a w are ne ss of 21 Sup er Vit a an d M in She n g a m on g con su m ers– C on su m ers are hig hl y care ab ou t he al t hca re– Z he j ia ng is on e o f t he la rge st m arke t– Alrea dy ach ie v ed
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