Discussion on sales planning of health care products

Health food is a kind of food with the characteristics of general food. To this end, I will sort out the relevant contents of the sales planning case of health care products for you. Welcome to refer to.

Case study on marketing planning of health care products

Activity purpose:

1. Collect customer resources on a large scale.

2. Improve brand awareness and market sales.

3. Prepare for employees' home visits to new resources.

4. Arouse the misunderstanding of the consumer groups on tonifying kidney.

5. Increase the confidence of new and old customers in introducing, buying and taking * * * * * products.

6. Improve the initiative of new and old consumer groups.

7. Enhance employees' work confidence and ability.

8. Enrich the resource utilization of the company database.

9. attract talents from the same industry to join.

Form of publicity before the event:

1. Promotion of new and old customers.

2. The ground publicity of communities, parks and squares.

3. Other forms of publicity (media advertising).

Publicity items: posters on the ground, leaflets, honorary plaques, Yi Labao, theme paintings, newspapers, magazines, handbags, lottery cards (this card must be issued in advance and can only be valid after filling in detailed information), admission tickets, etc.

Gifts: plastic cups, water cups, shirts, hats, key chains, etc. Marked with health products.

Reporting prizes: 125ml wine, veneered capsules, gift bags, seal oil soap, etc.

Venue layout:

1, is there 1 off the field? 2 archways and banners, gongs, drums and yangko teams.

There is an entrance to the sign-in desk outside the door. Participating customers can only enter with tickets and lottery cards, otherwise they will not be received and lucky draw. Second, ensure the authenticity and effectiveness of resources.

3. The stage background is a large lottery box about the main body of the event, the honor exhibition area on the stage, and important guests (leaders of the head office, lecturers, and leaders of some elderly units).

4. Use the original big X-shaped bracket and the banners on both sides of the stage.

The staff lined up outside to welcome applause.

Meeting process:

Welcome music starts at 6: 30.

Admission time for consumers: 6: 30-8: 00.

The meeting starts at 8: 30 (a man and a woman host)

Cultural program (multi-person dance)

Guest speech (the content of the company leaders' speech: corporate culture, company development process, etc. )

(Guest congratulations: congratulations, public image, purpose of the event, etc. )

Slide (content: company honor, company image brand promotion, product introduction, etc. )

Draw 30 third prizes (prizes are self-determined)

Art programs (Quyi, sketch, cross talk, etc. )

Expert lecture (content: health care knowledge, products, misunderstanding of tonifying kidney, etc. )

Customers send banners, calligraphy and painting.

20 second prizes (self-determined awards)

Customer's speech (hard-core customers with strong incitement and good eloquence must arrange in advance)

Promotion signing

Draw the first prize 10 (the prize is a Canadian wild sea cucumber worth more than 4000 yuan).

Send music to the guests after the meeting-customers line up outside the door to receive information and gifts.

Other considerations:

1. Each agency market can visit, communicate and invite the functional departments in charge of the elderly in advance.

2. Activities must be widely publicized about 10 days in advance.

3, activities must be arranged for employees in advance, explain its weight.

4. Mobilize new and old customers for extensive promotion, participation and publicity.

5. The activity must guarantee the order before the meeting (15%-30%).

6. Pre-heating meeting and ordering meeting must be held before the activity.

Remarks:

Answer: The third prize and the second prize can be drawn in advance, or they can be drawn at will, but they must be customers who have ordered more than one, and the first prize must be drawn from customers who have ordered more than two.

B: After the lottery card number, send it to the customer in advance. They each have two cards with the same number, and keep one for themselves in the lottery box. Special customer groups decide for themselves. "

On the Marketing Planning of Health Care Products (Ⅱ)

At present, the main channel of hangover products on the market is otc market. If the newly listed products still set the main channel here, do you intend to compete with similar products? Fight? Well, it's not the manufacturers who make money in the end, but the pharmacies, media or advertising companies. Therefore, channel segmentation is the focus of this kind of new product listing planning.

In 20XX, hbzy's new product, Gehua Fuling Chewable Tablets (hereinafter referred to as Gehua Tablets), was prepared to be listed years ago, and the author team was invited to be responsible for the marketing planning of this product.

Background analysis:

The market is large, but it is tepid.

This product is a Yao hangover-relieving herb developed by the doctor in XX. Give the rattan back to the sun? A novel chewing hangover relieving product is prepared from Fructus Amomi, Poria, Pericarpium Citri Tangerinae, etc. According to the clinical follow-up experiment of Shijiazhuang Traditional Chinese Medicine Hospital, taking Gehua tablets before drinking can increase the alcohol consumption, and has a good effect on various symptoms caused by excessive drinking, such as nausea, vomiting, dyspepsia, abdominal distension, palpitation and insomnia and nausea.

After market investigation, the project team analyzed similar hangover products on the market at present:

1. At present, there are few chewable anti-hangover products on the market, but the anti-hangover market is tepid, although there is a great demand. Although Neptune Jinzun claims to have won the first prize, it is very uncomfortable to sit up, and similar products rarely succeed.

2. At present, hangover products always revolve around the concept of protecting the liver, which has been educated for many years. If it continues, there is a market, but it is not big.

3. From the perspective of channels, basically all conceivable channels have been loaded, including pharmacies, clinics, supermarkets, bars, nightclubs and other places.

The price of products ranges from several yuan to tens of yuan.

5. There are oral liquids, beverages, chewable tablets, simple tablets and capsules.

Up to now, this kind of products have not been fried.

In order to make this product find a new breakthrough in the market, the project team decided to make a breakthrough in the following aspects:

Concept breakthrough:

? Neutralization? Hangover? Fully cover the market

A famous planner once said, if you can't be a boss as a product in one city, go to another place where you can be a boss. In other words, marketing planning should be good at tapping its own advantages, finding a place suitable for its own play, and becoming a boss instead of following others' ass. What if pueraria lobata is still there? Protect the liver? The idea of doing it is just to follow the trend, and it is difficult to form a climate. After several discussions, the project team decided to put the product concept into it. Neutralize the hangover? On these two points. The main reasons are:

First of all, whether it is protecting the liver or protecting the liver, the only constant requirement of consumers is drinking, and this consumer demand will never change. Therefore, considering the needs of consumers, marketers should follow suit. Since you still want to drink, drink it. On this basis, the first concept came out, that is, neutralizing alcohol content? You can usually drink 1 kg of 50-degree liquor. If you exceed this capacity, you will definitely get drunk. And if you eat some pueraria tablets in advance, you can neutralize some alcohol molecules; In other words, after eating the product, you can drink more. ? Neutralization? This concept just solves the problem that consumers always drink and accidentally overdo it.

Secondly, it solves the problem of prevention. If you are drunk, you will definitely have nausea, vomiting, indigestion, abdominal distension, palpitation, insomnia, nausea and other symptoms, and you will feel uncomfortable for one night or even the next day. What should we do around this problem, the second concept comes out: if you are drunk and eat this product, you can greatly relieve the symptoms of discomfort after drunkenness, and all the problems that need to be solved can be summarized and avoided? Hangover? To sum it up.

Target population:

Precise subdivision of demand

At present, the products in the hangover market are mainly entertainment, so many products are aimed at business people. Moreover, young people basically like to be in a state of drunkenness and don't need alcohol products at all. In view of this, the buyers of the products of the project team are divided into:

1. Business people: buy temporarily before business entertainment; Just works? Neutralization? Appeal to this concept.

2. Family members of business people: concerned about the health of their families, worried that too much entertainment will damage their health, and they may often buy them in their daily lives; This just comes in handy? Hangover? The concept of.

3. Some service personnel in nightclubs and karaoke halls, as well as liquor salesmen, are also important consumer groups that cannot be ignored. Their daily work goal is to sell more wine. Since you are a wine seller, you must always accompany the wine, so you must always prepare some hangover supplies. To this end, in the publicity, they added a convincing? Hong Kong Entertainment Association's only designated hangover product? This sign firmly grasped their desire to buy. Can it also be used for this consumer group? Neutralization? The concept of.

Sales channel:

Find another way to effectively reduce the degree of competition.

At present, the main channel of hangover products on the market is otc market. If Gehua Tablet PC still has its main channel here, it is intended to compete with similar products. Fight? Then, the investment will be a bottomless pit, and the final money will not be made by manufacturers, but by pharmacies, media or advertising companies. Therefore, making the limited cost play the biggest role will determine the fate of the product. Finally, the project team decided not to put all the sales channels within the scope of otc, but to subdivide the channels into pre-drinking channels and post-drinking channels according to the product concept, and then add an alternative channel.

Pre-drinking channel supermarket sales counter: from the analysis of pre-drinking consumers, some alcohol consumers, whether entertaining or non-entertaining, still like to go to the supermarket to buy. If a small product counter is set up in a supermarket where alcohol is concentrated, and the product publicity is in place, many people will buy the product directly in the supermarket after letting the people know the function of the product; Tobacco and liquor store: This is the only way to buy alcoholic products. Because the product is anti-hangover, the main channel before drinking must be in the tobacco and liquor store, which solves the convenience problem of two kinds of target consumers: entertainment and business people's families. Community canteen: The biggest advantage of this channel is the convenience of purchase. All the communities are covered with canteens, which will be a very good sales channel whether it is to meet the needs before or after drinking.

Drunk channel hotels and restaurant counters: After detailed analysis and asking a large number of people who often socialize, we know that there are not many people who are really drunk in restaurants and hotels, but from the perspective of product promotion, we should still put this channel positioning on the demand for wine or after drinking, because this is also a way to directly generate purchases; Karaoke hall, nightclub front desk counter: among all the places where people drink, the places where they really get drunk often should be nightclubs and karaoke halls. Because people who socialize generally don't leave immediately after dinner, and they don't get drunk in hotels and restaurants, leaving a certain amount in metropolis? Alcohol consumption? To the final destination? Nightclubs or karaoke bars. When you go to these places, you are often basically? Fall? Then they really went home separately. And these places happen to be another target group? The place where the hostess works. Therefore, this is the most important venue in the drinking channel.

In the process of sales, other channels are bound to local beer or liquor manufacturers with better sales volume, and liquor channels are borrowed for promotion and implementation? Gift quantity, gift advertisement? And then what? Generous and kind? Based on the bundling strategy, additional channels for bundling sales of pueraria lobata tablets were quickly established. Donation amount: usually one person consumes 1 bottle of beer or half a bottle of liquor, that is, a certain number of products are given away; If consumers drink about 40% more after taking Pueraria lobata tablets, the sales of liquor enterprises will naturally increase. Giving away advertisements: Liquor enterprises bundled with Pueraria lobata can add the logo advertisement of the wine to the promotional materials of Pueraria lobata lobata, which is the so-called loan of advertising resources. Hou Li: For the alcoholic products cooperated with Gehua Pingpian, the enterprise will settle with the winery at the lowest price, and the distribution price and promotion fee will be calculated separately. Kindness: implement strict business circle control and long-term cooperation plan, protect the interests of wineries, and insist on reaching the same cooperation agreement with other similar wines.

Communication breakthrough:

Channel-based attention terminal

After the concept, target group and channel are determined, the next step is how to spread it. Considering the particularity of the channel, the project team designed several different styles of publicity materials, such as pop, X-frame, publicity dm sheet, etc. Try to meet the positioning characteristics of channels and target groups. In order to make the nightclub pop have publicity effect, its pop is printed in reflective paint. Even if the venue is dark, as long as there is a little light, reflective paint's pop can make consumers see what's inside, which is convenient for the target population to understand the product information.

When posting and distributing publicity materials, the project team requires the following: (1) All community canteens must have consumption information before drinking. Issued must be painted with pop reflective paint; The men's and women's toilets in nightclubs, karaoke bars and bars that have been issued must have relevant warm reminder cards; All pre-drinking channels must have X and pop (posted in the private room); All terminals must form a product stack; Dm should be distributed in every canteen.

The third chapter is about the sales planning of health care products

Market environment analysis

In recent years, the market space of health care products for the elderly is huge. With the improvement of living standards, people's awareness of health care is getting stronger and stronger. Domestic sales of health care products in 20XX are 65.438+0508 billion yuan, which is 654.38+065.438+0.4% higher than that in 20XX, 25 times higher than that in 20XX, with an average of 7 billion yuan.

20XX is about 20XX billion RMB a year.

It is estimated that it will reach 250 billion yuan in 20XX.

20XX will reach 430 billion yuan,

20XX will reach 654.38+0.3 trillion yuan! Reference number

According to the data quoted in Economic Daily published on July 3rd, global health food has accounted for 5% of the total food sales, reaching hundreds of billions of dollars, and it is growing at a considerable rate every year. At present, the sales of health food in the United States reach $75 billion, accounting for1/3 of food sales; In the past two years, the sales of health care products in Japan was 654.38+0.5 trillion yen, and more than 3,000 kinds of health care products were produced every year. There are also 20XX kinds of health foods in Europe, and the sales volume is increasing at the rate of 17% every year. Since ancient times, China has a health culture with the same origin of medicine and food. In the words of ordinary people, that is? Medicine tonic is better than food tonic? . As an industry that needs to be cultivated urgently, the demand potential of health care products market is really attractive. The annual sales of health food in China will reach 50 billion yuan in 20XX, and the authoritative department predicts that it will reach 654.38+000 billion yuan in 20XX. )

1. Market prospect: At the end of 20XX, the total number of elderly people aged 60 and over in China will be 1.44 billion, and will reach 1.73 billion in 20XX, and the total number of elderly people aged 60 and over will be 430 million in 20XX. These huge figures tell us that the market of health care products for the elderly will become a battleground for businesses. Broad prospects and huge market space.

2. Market overview: At present, the domestic market of health care products for the elderly is chaotic and immature, and few brands have won the championship in three to five years. Most of them are mainly based on concept hype, fooling consumers through advertisements. The research on consumption is not in place, and they simply don't understand the real thoughts and needs of consumption.

3. Environmental protection regulations: The Advertising Law is not obvious in health care products. The advertisements for health products are false and too broad. Obviously, it is just an ordinary health care product, but it has become a new treatment for diabetes complicated with cardiovascular and cerebrovascular diseases in commercial advertisements. However, some domestic media have contributed to the prevalence of false advertisements, so as long as money is given, it will even condone the confusion of health care products for the elderly.

4. National environment: At present, the state regulates real estate, and eight and six articles have been issued one after another, indicating that the chaotic pattern of health care products will not last long, and the advertisements of health care products will be strictly restricted by the state. There will be a series of policies.

Product analysis (SWOT)

Advantages:

1)*** is a traditional Chinese medicine regimen. Nowadays, consumers all know that western medicine treats the symptoms, while traditional Chinese medicine treats the root cause. Traditional Chinese medicine is a panacea for diabetes complicated with cardiovascular and cerebrovascular diseases. For example, if you have a cold, you will never choose Chinese medicine because it is unnecessary, but if you have a disease that is difficult to cure, you will undoubtedly choose Chinese medicine.

2) Tea, the main component of * * * is the essence of tea: tea polyphenols, tea polysaccharides, tea catechins and so on. These ingredients are well known to consumers and have therapeutic effects on diseases. Tea, with a long culture, is easy for consumers to trust and will not produce resistance.

3) Tea has a long history, and Shennong's herbal medicine is recorded. Shennong tasted a hundred herbs, and when he encountered twenty-seven poisons every day, he was relieved by tea. ? And compendium of materia medica? Various medicines are medicines for various diseases, and tea is medicines for various diseases? Discussion on ... Poems by Lu Xisheng in Tang Dynasty:? In spring, sober up and drink, and stir-fry the new buds. ? It can be seen that drinking tea has been found to be helpful to diabetes in the Tang Dynasty, but it should not be too strong or excessive.

Disadvantages:

1) is on the high side. As a choice for consumers to use drugs for life, * * * is on the high side. Each box of 33 yuan, 20 bags, 6.5 days, it is difficult for ordinary consumers to continue to buy.

2) The effect is not obvious, and the effect of * * * traditional Chinese medicine preparation is not as fast as that of traditional Chinese medicine.

3) Patients with diabetes complicated with cardiovascular and cerebrovascular diseases have a certain understanding of their own diseases and various drugs, which is difficult to convince.

4) The production popularity and reputation of Yushengtang is low.

Opportunities:

1) The market space is huge, so it's easy to get a piece of it.

2) Patients with diabetes complicated with cardiovascular and cerebrovascular diseases are easy to believe in new products and high-tech products. Chinese medicine for permanent cure. Consumer analysis

Consumers are not necessarily the end users of products, but gifts given by children to parents, family and friends. Consumers' inner world is different and their buying behavior is different, so it is very important to understand consumers, which is one of the reasons for the market adjustment at various stages of products.

1. Consumers' consumption behavior is closely related to their spending power. An elderly person attaches great importance to life, but if they have no money, they will not borrow money to buy health care products, because after all, they are not necessary drugs.

2. Older consumers are more rational. They have lived for decades and watched many markets for most of their lives. Their thoughts tend to be rational, especially those old people who are sick all the year round. They can be called half doctors, and sometimes they know more than we do.

3. With the combination of sensibility and rationality, the feelings of the elderly are relatively rich. Taking care of the lonely, retired and busy children of the elderly is easy to get results, and it is also expected to gain the understanding, respect, care and trust of others. Because of the purchasing rationality of the elderly, rational demands, product advantages, concept innovation and mechanism popularization will be deeply loved.

4, environmental factors, any consumer has a great impact on the environment. If a person uses your health care products with obvious effect, it will drive more people to care about you. If the effect is not good, many people will even try. This idea is gone.

For example, taking care of the elderly like children.

Respecting veteran cadres means respecting the history of our party; Caring for veteran cadres means caring for the future of our party.

5, family environment, the family environment of the elderly will directly affect the choice of health care products for the elderly, including the influence of children on parents, parents' work experience and so on.

6. Consumers are easy to believe in new products. Middle-aged and elderly patients with diabetes complicated with cardiovascular and cerebrovascular diseases clearly know that their diseases are lifelong diseases, but they still have a glimmer of hope for the country to develop new drugs with unique curative effects on their diseases.

7. The herd mentality of consumers. No matter what products or commodities, consumers will have herd mentality. For example, when we see a group of people gathered in the street, we China people will not hesitate to join the team, so there are more and more people, and so are the products. As long as there is a good user, then your product will not worry.

Advertising strategy analysis

* * * advertising strategy, instability has been summarized in practice, but there is no clear idea so far, perhaps this is the problem of the strategy itself, and the determination and clarity of the strategy is very important in the marketing process. Let me make a simple analysis of the advertising strategy of * * * *:

Crowd analysis: 30? People aged 55 account for about 55% of the total population. These people have the habit of reading newspapers and can appeal through newspapers. Use newspaper publicity broadcasts to attract everyone to listen to expert broadcasts.

Old people over 55 account for about 45%. In addition to reading newspapers, the listening habits of most intellectuals can be known through radio.

Advertising appeal strategy:

Most of the advertising appeals of * * * are news-oriented, in which emotional appeals and vulgar theories increase the naturalness and scientificity of consumers' reading. The mechanism, performance, usage and effect of the product can be clearly stated, common and simple in newspaper advertisements.

However, the consultation volume and telephone purchase volume of consumers can never break through a new level. What is the reason?

Personally, I think the biggest reason is? Trust? The problem is that consumers who have been ill for a long time have concerns about the product, and it is hard to believe what is described in the advertisement. The biggest problem before us is to solve the problem of honesty. Sublimate from the facts, don't write too much, be true and simple.

Advertising performance strategy:

* * * * Japanese sumo and Wumengshan Changshou Village in advertisements are freely displayed and repeatedly hyped. What concept? A bloodbath expert? Clearly, the fly in the ointment is that the concept is old and not fresh. Long-term hype is not fresh and lacks curiosity.

Advertising has a single form of expression, and news, stories and science are authoritative and popular.

Recently, the performance of advertising has been news-style, and there are small-scale activities in the manuscript (which have never stopped).

1. In my opinion, if the activity lasts too long, it will not be called an activity, and consumers will feel trite and curiosity will disappear, which is also one of the reasons for the poor sales.

2. Insert novel elements and lure-confuse elements into the manuscript, and try it for free 15 days and replace it in time.

3. Change the form of sumo and Changshou Village. I combine the two to explain two points: first, the manuscript used must catch the eye of consumers and start the story news. Increase reading. Secondly, it feels quite real to combine two unrelated things that have been hyped for more than a month.

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