Promotion management in the eight management of pharmacy

Drug store promotion plan; The marketing strategy with promotion as the main form is the continuous development of pharmacies; First, when communicating with the store, I found that we organized sales promotion; 2. There is no process that all departments and stores divide their work to complete the promotion activities; 3. In view of several problems in propaganda: the cost of media advertising is too high; 4. Engage in sales promotion activities, and feel short of manpower. In our business, we usually stipulate the promotion outline of the company; 2. Set the regular promotion activities as a promotion cycle every n days, every; 3、

Project planning of pharmacy promotion activities

The marketing strategy with promotion as the main form is the main driving force for the sustainable development of pharmacies. The second is the planning of "pharmacy promotion plan".

1. When communicating with store operators at ordinary times, I found the following problems in organizing promotional activities: 1, there was not enough time and preparation was not timely. We just plan promotional activities temporarily on holidays. As a result, it is found that there is not enough time for negotiation, DM design, material design and personnel training, and only a theme can be arranged hastily, so it is naturally difficult to achieve good results.

2. There is no process that all departments and stores divide their work to complete the promotion activities. Regardless of the size of the activity, the boss himself still makes the final decision.

3. There are several problems in publicity: the high cost of media advertising, the government's supervision and control over the distribution of leaflets, customers' aversion to leaflets, and the waste of employees' ineffective distribution.

4. I feel that there are not enough people to engage in promotional activities. 5, promotion is difficult to be innovative, especially when customers are numb to activities. Second, how can we organize relatively low-cost and effective promotion activities?

In our business, we usually stipulate the promotion outline of the company. We will deploy according to the following principles: 1. The promotion activities are divided into: regular promotion, holiday promotion, theme promotion, new store opening promotion, store celebration promotion and responsive promotion activities for competitors.

2. Set the regular promotion activities as a promotion cycle every n days, and arrange a promotion theme for each promotion cycle according to the season.

3. All stores participate in regular promotion activities in a unified way. If the details of some activities are limited to certain stores, you can indicate on the leaflet that they are limited to stores.

4. Temporary short-term activities such as new store opening, store celebration, competition strategy and holiday promotion. They are all added in the form of a single folder, usually in a cycle of 3-7 days, aiming at the corresponding stores;

5. Every promotion activity is accompanied by promotion plan, commodity list, gift, material list and display standard guide. Third, many pharmacies often have a headache for organizing the theme of activities. In fact, it's not so difficult after planning. Let's look at the table below:

All kinds of festivals in a year, plus theme activities such as "store celebration, opening of new stores, marketing activities, flu prevention in spring, heatstroke prevention in summer, tonic in winter, year-end discount, membership discount", the year-end activities are already full. Fourth, the theme of organizing activities must be clear.

1. Festivals are just a carrier, and the preferential activities of commodities are the factors that really attract customers to buy. 2. Festivals are just a sales opportunity or a business opportunity for pharmacies. 3. Understand the different consumption habits of different festivals.

We should plan different promotional activities for different festivals, especially the theme of the activities must be clear. 5. There are five main aspects to form holiday business opportunities:

1) During holidays, people have time to go shopping (such as May Day and National Day), and these festivals themselves have no requirements for buying anything.

2) Develop traditional consumption habits on traditional festivals (such as Spring Festival, Dragon Boat Festival and Mid-Autumn Festival), including festivals and buying habits.

3) In some festivals, some people have the opportunity to express their feelings and form sales opportunities (such as Valentine's Day, Women's Day, Father's Day, Mother's Day, Teacher's Day, Double Ninth Festival, Thanksgiving Day, Christmas Day and New Year's Day).

4) Festivals used by merchants to publicize, or activities organized by them according to the situation of pharmacies, take the opportunity to guide consumption promotion (such as 3. 15, tooth-loving festival, store celebration, etc. ).

5) Sales opportunities unique to some regions, and some large-scale national or regional activities: (such as trade fairs and festivals with local characteristics, as well as sports meetings, exhibitions and trade fairs. We should set the contents of the promotion activities according to the festivals.

1 Festival: (May Day, National Day) It is not stipulated what kind of goods must be purchased. Its business opportunities mainly come from people's shopping holidays, during which almost all pharmacies are engaged in large-scale activities. Customers use this time to "Taobao" and develop opportunities for customers to interact with the store. Therefore, the theme of promotional activities of such festivals is not about festivals. What we have to consider is how to make use of the time when the general public has bought habits. The second kind of festivals: (Spring Festival, Dragon Boat Festival, Mid-Autumn Festival) are consumer goods that consider traditional festivals on the basis of 1 festivals and have a festive atmosphere.

The third kind of festivals: (Valentine's Day, Women's Day, Christmas) are mainly festivals, mainly leaflets, which directly arouse shopping desire and guide purchases with sensational advertising words;

4, 5 kinds of festivals: mainly activities organized by pharmacies according to their own planning ability; Of course, we should consider the commodity categories recommended by the climate at that time, such as heatstroke prevention and sun protection in summer and nourishing, cold resistance and warmth in winter.

Sixth, make a case study on the promotion activities of pharmacies. The outstanding achievements of pharmacy in promotion planning are obvious to all. Next, let me give you an analysis:

All key festivals will be promoted in the form of a single page, while regular activities mainly focus on the preferential content of the activities.

On March 8, as an important festival for women, pharmacies began to focus on publicity and hold gynecological promotion activities.

For May Day, Eleventh and other festivals, we can find that publicity focuses on preferential content rather than holiday atmosphere, while Spring Festival, Valentine's Day and Christmas will pay more attention to holiday atmosphere. Commodity discount is always the most effective means of promotion. In recent years, pharmacies have more and more directly adopted the form of brand specials to promote sales, which is also a sharp weapon for pharmacies to attack. In the study of the promotion activities of pharmacies over the years, we can find that the development trend of conventional promotion is:

1. Developing effective members and using SMS platform is the way of sustainable development. 2. Enrich DM with readable content and beautiful layout. 3. Effectively utilize the resources of manufacturers and integrate promotional activities. 4. The activity atmosphere of the pharmacy is very helpful for sales.

5. Employees are familiar with activities and actively and professionally recommend them to customers. 6. Effective employee promotion evaluation scheme.

7. Insist on continuous planning of promotional activities to cultivate customers' consumption habits. 8. Perfect promotion plan and operation process. 9. Discount is still the most attractive to customers.

10, increasing the number of transactions and the unit price of customers is the ultimate goal of promotion.

Seven, a chain pharmacy, must standardize the company's promotional activities, to standardize the responsibilities of various departments.

Annual promotion plan outline, promotion plan (description: promotion time, activity shop, promotion theme, promotion content, expense budget, incentive plan, etc. ), the work schedule of the promotion department, the promotion work instruction, the promotion material distribution table, the monthly promotion market adjustment table, the promotion activity execution supervision table and the monthly promotion product sales evaluation table are all very important.

8. Many chain pharmacies, especially small enterprises, will have a distressing problem: these brands are always engaged in activities and these products are always engaged. What should I do? First, it doesn't matter. Everyone is like this.

Second, keep trying to find new drugs with selling points. Third, change the theme appropriately.

Fourth, maintain good communication and cooperation with suppliers, tell suppliers the activity plan, strive for the support of suppliers and do a good job in sales.

Fifth, control the inventory, do not create a backlog, and quickly deal with the backlog of goods.

Sixth, do a good job in the cost budget of publicity activities and insist on appropriate publicity funds within a reasonable budget.