21金維它醫(yī)藥品牌經(jīng)營案例分析(ppt)-管理案例-wenkub.com
2024-08-15 11:20 本頁面
【正文】 P spending was about 90 million RMB in 2020 – Broad media coverage (use of CCTV with national coverage plus local TV works) ? Reasonable price: “l(fā)ess than 1 RMB to supply vitamins and minerals essential to health” – Other health food brands with high share of voice are more expensive – Generic mono vitamins, such as VC, VB, VA, VE, are extremely inexpensive, which may lead to high price sensitivity of consumers ? Broad and indepth distribution ? Symptom and solution emphasized approach to municate with consumers – Scientific advertorials plus TVC campaign to emphasize symptoms due to lack of vitamins and minerals – “If no reason is found for your healthy problem, you may be lack of vitamins and minerals. 21 Super Vita is the right choice with reasonable price” ? Tested marketing strategies and approaches in Zhejiang Province which can be applied to nationwide market Implications For BMS Product Description Samp。M Management KSF Implications For BMS 13 Heavy advertising spending in 2020 to drive the sales growth and to grasp opportunity caused by SARS 21 Super Vita Spend Split Spend Split 6 . 4 1 0 . 3 1 2 . 81 8 . 08 8 . 91 2 . 57 . 71998 1999 2020 2020 2020 2020S a l e s M a r ket i n g 0%10%20%30%40%50%1998 1999 2020 2020 2020 2020Aamp。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 Lessons amp。 Ratio of Product Contribution vs Sales amp。 M Management KSF Lessons amp。 M Management KSF Lessons amp。P exp.: 184 mil ? Aggr. product contr. : 510 mil ? Average ROI Ratio: Unit: ?000 RMB 01002003004005006001998 1999 2020 2020 2020 2020S a l e s Aamp。 Black 21 Super Vita Gyno Daktarin Glucobay Motilium 2 21 Super Vita Product Description ? Manufacturer： Hangzhou Minsheng ? Ingredient: 21 multivitamins and minerals ? Dosing: 12 tablet per day ? Claim：“ nondrowsiness at day time and good sleep at night time” ? Launched around 1985 ? Promotion Model： OTC ? 140 million RMB sales in 2020， 520million RMB sales in 2020 ? Market share： – About 17% of
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