21金維它醫(yī)藥品牌經營案例分析(ppt)-管理案例-在線瀏覽
2024-10-22 11:20本頁面
【正文】 ), and Min Sheng got the right to use 21 Super Vita as brand name and trademark ? Min Sheng was very cautious to promote their 21 Super Vita before 2020, because they were afraid that they were growing the market for others 5 21 Super Vita sales takes off after getting exclusive right for both trade mark and Brand name by winning a lawsuit in 2020 21 Super Vita Sales Track 01002003004005006001998 1999 2020 2020 2020 2020Unit: million RMB Sales Source： Industry expert interviews 產品概述 營銷管 理 Product Description S amp。P Exp. Source： Industry expert interviews， Elite analysis 產品概述 營銷管 理 Product Description S amp。P P r o d u c t C o n t r i .Notes： 1） Average ROI ratio = Aggr. Product contri./Aggr. Aamp。 Product Contribution 1998 to 2020 ? Aggr. sales value: 950 mil ? Aggr. Aamp。 M Management KSF Lessons amp。China Challenge Building a profitable leadership position Benchmarking Case Study 1 Benchmarking Brands White amp。 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 total market in 2020, total market includes multivitamin products both in drug market and in health food market ? Ranking – player among multivitamin drug market in 2020 ? Major petitors – Gold Theragran, Centrum, Cheng Zhang Kuai Le, Golden Partner 產品概述 營銷管 理 Product Description S amp。 implications 3 21 Super Vita Historical Sales, Advertising and Promotion Expenses 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。P Exp. 2） Product contribution = sales/（ 1+17%） – COGs – Aamp。 M Management KSF Lessons amp。 M Management KSF Lessons amp。 M Management KSF Lessons amp。P budget due to SARS Ratio of Sales amp。 Ratio of Product Contribution vs Sales amp。M Management KSF Implications For BMS 2020 2020 2020 2020 Zhejiang Province Targeted hosp. amp。 M Management KSF Lessons amp。 M Management KSF Lessons amp。M Management KSF Implications For BMS Brand Tablets per Box Listed Retail Pri
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