【正文】 he tried to outmanoeuvre their respective makers but as so far largely failed： O24不僅想與領(lǐng)導(dǎo)品牌爭(zhēng)市場(chǎng)份額，而且想與其正面交鋒，最后非常失敗 ? “As a small pany, we cannot pete dollar for dollar with Pfizer. They just have more money than we do,” says Kilambi. “And with so many products in the chronicrelief space, a short or simple magazine or radio ad won‘t differentiate our product. We have to do things the other guys aren’t doing.”總裁教訓(xùn)：作為小公司不應(yīng)與輝瑞這樣的公司正面競(jìng)爭(zhēng)，靠在普通媒體上用廣告來(lái)區(qū)別自己的小產(chǎn)品與眾多品牌非常困難，我們必須做別人沒(méi)有做的事 ? Kilambi focused is smaller marketing dollars on guerrilla marketing, a loosely defined term that means using unconventional marketing to get maximum results from minimal resources. 總裁集中于小的細(xì)分市場(chǎng)并用游擊戰(zhàn)的策略，等于用非常規(guī)市場(chǎng)想用最小的資源獲得最大的市場(chǎng) ? SwissMedica decided to distribute over 2 M samples on towelettes 瑞士公司決定發(fā)放 200萬(wàn)樣品與小毛巾 – This approach was possible because O24 consists largely of essential oils, while its main rivals use more traditional ingredients in pills and creams. ? Kilambi has attempted to be highly selective in his choice of targets, allowing Swiss Medica to track sales results from each campaign. 總裁試圖用每一個(gè)市場(chǎng)活動(dòng)來(lái)獲得客戶 However this strategy did not pay off 這一策略沒(méi)有收到回報(bào) ? Revenues fell from $ M in 2023 to only $ M in 2023銷售從 05年的 560萬(wàn)降到 06 年的 160萬(wàn) ? On a positive note, losses decreased from $ M in 2023 to only $ M in 2023 但虧損從從 1000萬(wàn)降到 250萬(wàn) ? Advertising Market Overview ? Market Overview ? Major NonNatural Product OTC Brands ? Direct Natural Product Competitors: –Tiger Balm Case: Early Disappointment, Later Success –Capsasin Brands Case: Early Success, Later Disappointment –O24 Case: Failure –ALCiS Case ? Conclusion ALCiS ? ALCiS? core product is its Daily Relief pain relief cream. 主要產(chǎn)品為消痛霜?jiǎng)?，同時(shí)上市了家用多種功能產(chǎn)品如清潔、保濕、涼爽、放松、香味等 ? In addition, ALCiS has launched a family of four plementary therapeutic products that perform a number of functions, . cleansing, moisturizing, soothing, relaxing, scenting, etc. ? Importantly, because the incorporated scientific technology is both flexible and odorless, a large array of additional products is available for future development. 公司試圖用高科技在產(chǎn)品種類和氣味方面下功夫發(fā)展系列產(chǎn)品 ALCiS Core Products ? ALCiS has launched its core product and a family of four plementary panion products: 主要產(chǎn)品和四種家庭產(chǎn)品 – ALCiS Daily Relief Pain Relief Cream (Core Product) 消痛霜 – Therapeutic Body Soak (Complementary Product Extension) 治療性的身體浸泡 – Therapeutic Body Scrub (Complementary Product Extension) 治療性全身擦洗 – Therapeutic Body Lotion (Complementary Product Extension) 治療性身體洗液 – Therapeutic Foot Rub (Complementary Product Extension) 治療性足擦劑 ALCiS key product differentiators 產(chǎn)品的差異 ? First, ALCiS products can provide recognizable relief from aches and pains. 產(chǎn)品提供了認(rèn)可的消痛效果 ? Second, the patented and proprietary LDS delivers the active ingredients more quickly than traditional topical analgesics. 專利和獨(dú)家LDS技術(shù)更快釋放了活性 ? Third, ALCiS products are more in the style of cosmetics they do not have the odor, look, feel or marketing of the traditional style pain relief products. 產(chǎn)品適應(yīng)方式很像化妝品，沒(méi)有氣味，外觀、感覺(jué)均類似 Other Additional Future Products 其它的產(chǎn)品 ? Some future products will be pain relievers while others will be within a spa products category. 將來(lái)一些產(chǎn)品為消痛，但可以作為 SPA的產(chǎn)品 ? All are included within the concept of a “total body therapy solution:” 這些包括全身的解決方案 – Massage Lotions, Massage Oils 按摩洗液，按摩油 – Foot Soaks 泡腳 – After Shave Balms 剃須后 – Cleansing Bars 清潔 BAR – Bath Salts 鹽浴 Other Additional Future Products 其它的產(chǎn)品 – Daily Exfoliating Cleansers – Dermal Renewing Lotions – AllDay Moisture Creams – Hydrating Creams – Ae Creams Eliminators – Shave Creams and Lotions – Self Tanning Lotions – Sunburn Treatments – Youth Facial Serums – Facial Scrubs – Eye Firming Serums – Dermatological Line (For Cosmetic Procedures) Marketing Strategy 市場(chǎng)策略 ? ALCiS launched its products in the US to a broad base of customers in 2023. 06年上市產(chǎn)品給廣大的目標(biāo)人群 ? ALCiS? plannedmarketing strategy is to have a nationwide campaign of direct response 計(jì)劃全國(guó)性的推廣戰(zhàn)役，印刷媒體和電視 (including print and television), physician oriented sampling programs and a public relations campaign, followed by expanded distribution through retail channels. 醫(yī)生的樣品計(jì)劃，各種零售渠道 ? ALCiS plans to expand its marketing and distribution int