21金維它醫(yī)藥品牌經(jīng)營(yíng)案例分析(ppt)-管理案例(參考版)
2024-08-23 11:20本頁(yè)面
【正文】 M Management KSF 16 Implications for BMS ? To sell OTC products to improve QOL but not treat certain disease, symptom and solution emphasized approach may be more practical in China – Consumers in China may still be disease or symptom solution orientated – Consumers? needs 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 Exp. % of gross sales Unit: million RMB Product description Samp。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。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 20 m il li on R M B sal es in Z he j ia ng? St arted T VC ca m pa ig n, cost w as no t hi gh bu t s al es gre w f ast– St ep 1: f ocu s on H an gz ho u , Jia Xin g ,
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