21金維它醫(yī)藥品牌經營案例分析(ppt)-管理案例-展示頁
2024-08-31 11:20本頁面
【正文】 get audience: medical professionals ? Positioning: 21 Super Vita is more affordable with equivalent effects to JV/imported brands ? Target audience: adult consumers ? Positioning: ? Vitamin is essential to your health 產品概述 營銷管 理 Product Description S amp。 Mktg Investment 00 . 511 . 522 . 533 . 541998 1999 2020 2020 2020 20200%5%10%15%20%25%30%R O I o f M K T i n g i n v e st m e n % o f M K T i n g i n v e st m e n t v s G r o ss S a l e s7 The target market of 21 Super Vita shifted from the initial hospital segment to retail pharmacies, and from local market to nationwide market Target Markets ? Before 1998, sales were below 50 Million and came mainly from hospitals – 80% of sales from East region (No sales in Shanghai) ? Since 2020, started dual promotion strategy and started investing in mass media, focus on Zhejiang Province, perated into town/county level cities ? Since 2020, focus on OTC market, start to expand to other areas ? In 2020, Zhejiang Province accounted for 40% of total sales. In 2020, Zhejiang Province accounted for 30% of total sales ? Targeted hospitals and pharmacies only accounted for less than 20% of total sales in 2020, and only 5% in 2020 Product description Samp。 Mktg Investment vs Gross sales amp。 implications ? Investment of mass media started in 2020, promoted both in hospital and OTC channels ? In 2020, started focusing on OTC market ? In 2020, increased Aamp。 implications SASR impact MingSheng got exclusive right for both trade mark and brand name of 21Super Vita, other 2 direct petitors were kicked out by wining a lawsuit Started dual promotion strategy and started investing in mass media Before 2020, mainly promoted in hospitals 6 ROI of marketing investment Source： Industry expert interviews， Elite analysis 產品概述 營銷管 理 Product Description S amp。 implications 4 21 Super Vita was a generic name before 2020, there were 5 manufacturers promoted 21 Super Vita at that time ? 21 Super Vita was invented by Min Sheng in 1982 ? Before 2020, 21 Super Vita was treated as a generic name for all multivitamin products with the same ingredients. There were 4 other panies using different trademark to market 21 Super Vita ? In 1987, Min Sheng registered 21 Super Vita as a trademark. After that, 21 Super Vita was both a generic name and a trademark ? In 2020, SFDA decided to change the generic name from 21 Super Vita to multivita (21
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