21金維它醫(yī)藥品牌經(jīng)營(yíng)案例分析(ppt)-管理案例-文庫(kù)吧資料
2024-08-27 11:20本頁(yè)面
【正文】 an d H u Z ho u– St ep 2: ex pa nd t o othe r are as an d cou nty le v el cities in Z he j ia ng? Adv ertoria l (Edu catio na l article s) on ne w spa pe r pl us ne w s rep ort t o pro m ote con cep t s– Key pro m otio n po in t : “ I f no di sea se is de t ected by m ed ica l professi on al s or no rea son can be f ou nd f or you r sym pto m s, you m ay be la ck of vita m in s an d m in era ls. 21 Sup e r Vita he lp s you sol ve you r pro bl em s ”– Sel ected ad v ertoria l :? “ An aston ish in g rep ort ( 一份驚人的報(bào)告 ) ” , “ I s t ha t y ou ( 說(shuō)的是不是你 ) ” , “ So m e w ord s ha v e t o say ( 這些話不得不說(shuō) ) ” , “ Are y ou in t he bl ackl ist( 你是否上了黑名單 ) ”? R esu lts: Sal es in Z he j ia ng w as ab ou t 60 m il li on R M B in 20 02 , ab ou t 16 0 m il li on R M B in 20 0312 After expanding to nationwide market, 21 Super Vita increased Aamp。 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(qǐng)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(zhǎng)們請(qǐng)注意： 21 金維他能幫你– 易疲勞、易感冒、頭暈、食欲差、過(guò)早脫發(fā) …… 中年人請(qǐng)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(qǐng)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(shí)學(xué)習(xí)棒，成長(zhǎng)沒(méi)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。 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(yíng)銷(xiāo)管 理 Product Description S amp。 pharmacies ~20% 5% 40% 30% Sales Distribution of 21 Super Vita 8 Before heavy TVC campaign, 21 Super Vita positioning focused on basic functions of vitamins and minerals to health 21 Super Vita positioning Before Heavy TVC Campaign Before heavy TVC campaign ? Tar
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