Health product marketing plan

Health product marketing plan (1)

Integrate resources, make full use of local news media and health product dealers, and promote sales through the cooperation of resident sales points in various communities in the city. Implement project integrated marketing plan.

The preliminary sales plan is as follows:

1. Mass sales. That is a variation of bundling. The most direct, simplest and also the sales strategy that can directly benefit customers. The most commonly used method is "Buy N Get One Free". The specific proportions vary depending on different agricultural products and services, and the method is as simple as this, so I won’t explain it here.

2. Tie-in sales of secondary consumer goods. The strategies adopted for different target groups are also different. Looking at the target groups of Angel yeast health products, they are mainly concentrated in the two major consumer groups of children and the elderly. Therefore, we can develop such product tie-in plans. Children: It is children's nature to be playful and active, and children are also the most curious. Therefore, secondary consumer products can be adopted for the target group-mainly toys for children only (entertainment toys and educational toys). As for the elderly, they can subscribe to health newspapers or receive free supplementary products.

Strategic directions:

1. Children adopt a parent subscription system and register with their real names. For each family that purchases products within a certain period of time (for example, one quarter or six months), the company will give away corresponding proportions of toys to the children (of course, the quality of the toys cannot be too low, otherwise it will not be enough for a pair of children) At the same time, it cannot arouse the interest of parents. It needs to be explained in advance before real-name registration. Otherwise, it will easily arouse parents' opinions and resentment, which is the biggest failure of this plan).

2. The elderly adopt health protection strategies. If the consumption amount is within the range of N (the value of N is determined according to the situation) yuan or the product purchased is within N (the value of N is determined according to the situation) sets, the customer will receive an elderly health guide designed and customized by the company for the elderly. Or give away a health newspaper or magazine of equal value that is distributed in the market.

3. Soft article marketing. Choose the dominant media in Chengdu (especially newspapers or magazines related to health, preferably children and the elderly), and insert the prepared leaflets into them and send them randomly. This is the most common way, but the effect is not the best. Another way is formal soft article marketing - writing soft articles about the health care effects of Angel yeast and its benefits to the human body. It can be written as a medical staff or a marketer. It is written as a person, but it is best to write a manuscript as a user ((customer)), writing about the benefits and even appropriate "harms" after taking the health-care yeast. Because this is the reality of a "patient" Feelings can suddenly shorten the distance between the company's products and customers, allowing customers to feel the "humanistic" thinking of Angel Yeast in a new way.

4. Yiwen promotion. . Publish articles on the health-care effects of yeast on the human body in health, diet, and medical newspapers and magazines that have large circulation and are popular among the people in Chengdu (or nationwide), or letters of thanks from patients to Angel Yeast. It is best to use the real-name system after obtaining the customer's consent. This will help to dispel the doubts of potential customers, eliminate barriers, and gain the trust and recognition of consumers in a short time.

5. Expert testimony. . Invite Chengdu’s well-known experts or scholars in the fields of diet, health, and medical health to stand up and speak for Angel Yeast. We do not ask them to unanimously state the benefits of Angel Yeast, but also point out its shortcomings--of course, for people, these are The so-called shortcomings are not shortcomings, but the advantage of Angel Yeast over other similar products. For example, because Angel Yeast is not willing to let customers spend more, it adopts direct sales to eliminate the price difference of middlemen. This is the spirit of the company. Everything is for the sake of customers. Or because we have less manpower investment, we can distribute a certain amount of goods to sales merchants in the early stage. This is mainly to let people know about Angel Yeast as soon as possible, or it can be said to be to seize the market as soon as possible. Chengdu has a certain market share.

6. The equipment is free to use. As far as I know, there are currently at least 5 human trace element testing instruments in Chengdu Angel Yeast Distribution Office.

We can work hard on these five machines and let these five machines maximize their effects. Select the most popular communities or schools in Chengdu with the largest concentration of children or elderly people. Contact the local property management center and ask for cooperation. A free device is given to the local property management center, and at the same time, the message is provided - free physical examinations for all customers around the clock. On the day when the instrument is given away, the most extensive news media in Chengdu must be invited to give publicity reports. Because this kind of activity is the first time in Chengdu, almost all news media will be interested; because doing so is also beneficial to the property management of the local community - such a property management company always considers the residents and is trustworthy; it is good for the safety and security of the local community. Angel Yeast Company is also a bigger publicity - allowing Angel Yeast Company to save advertising costs in the media. While the property management company is cooperating, it should also be reminded to keep the equipment. At the same time, while providing convenience to the residents, the property management staff should also allow the company to post a certain amount of Angel Yeast promotional posters at the appropriate time and at the appropriate location. A certain number of leaflets should be hung in a room specially prepared for equipment inspection - the main content of the leaflets is the harm of children or the elderly lacking trace elements, as well as prevention and treatment methods or ways - anyone who understands can see or think of it. , here must be an introduction to the benefits of Angel Yeast. Say no more.

7. Policy marketing. Make a fuss about any policy issued by the state related to the lack of trace elements in children. Go to communities and schools to talk to relevant people in charge about cooperation. You can sponsor publicity boards in communities or schools. For children, just use comics or cartoon characters, and then add a small amount of text to give explanations. Don't have too few pictures and too many words. Just highlight the key points. Otherwise, children with low literacy will not be interested and lose their effect, and the effect will be insignificant. The biggest and most direct benefit of this marketing plan is that it can directly market the product into schools and other places that were previously difficult to enter. Doing things in the name of "sponsorship" is more acceptable than using money to buy a place to advertise - doing things sincerely for the public and thinking about the public is more acceptable than giving gifts to someone. accept.

8. Secret marketing can also be said to be a negative crisis method. In fact, strictly speaking, this method is not considered marketing. Because this may bring certain dangers. The key point is to cultivate some loyal customers in the early stage, and the scope of activities of these loyal customers should cover the scope that the product or service can extend. Take Angel Yeast as an example. Its main customers, that is, the target group are children and the elderly. So what needs to be done in the early stage is to cultivate a certain number of loyal children (more precisely, it should be the parents of children). ) and the elderly. The specific marketing strategy is to let these customers "accidentally" "leak the news" about Angel yeast products and services in public places, so that people will inquire about them after hearing them, and then become interested and curious. Then pay attention to and understand Angel Yeast, and then start to have the desire to purchase and take consumption actions. It should be noted that word-of-mouth is the best way to establish a product or service, and it can produce more lasting effects than using money to hit people through advertising. The benefits of advertising with overwhelming numbers of people are real, but they are time-dependent. Once advertising is stopped, sales will drop. But relying on word-of-mouth marketing is not the case. Complete acceptance of a product or service in people's minds or subconscious will have a lasting effect.

9. Incentive marketing method. This method also carries certain "dangers". Because it is a sales strategy that relies on the seller's aggressive purchasing psychology, it is a kind of "trust". In the early stage, select several sales merchants with large reputation accounts to carry out comprehensive distribution. After a week or depending on the situation, arrange certain "informants (your own people or randomly picked shills)". The strategic crowd is also divided into two types - one is the general crowd, and the other is the boss and manager. level crowd. They all buy Angel yeast products from dealers who have already distributed the products in the early stage. However, due to the small amount of goods distributed in the early stage, the hired nannies will be disappointed and return. Before leaving, I told the dealer that I planned to buy it here, and hoped that the dealer would buy more Angel Yeast products in the shortest possible time, so that I would not have to go far away or go to an online store to buy.

The general population does not need to place a deposit, but people at the boss and manager level need to pay a so-called purchase payment in advance to show their sincerity, and at the same time to explain the benefits of Angel Yeast and their trust in the dealer boss. In this way, dealers will naturally be very concerned and realize that distributing this kind of product is profitable. 2. When the distribution personnel at the Chengdu headquarters received orders from dealers, they showed signs of being very busy and lacking goods, making the dealers more convinced that Angel Yeast was selling well and that sales would not be a problem. It will stimulate dealers to further expand small-hand channels and scope, and help Angel Yeast open up the market in Chengdu.

10. Time Promotion Method. Let time speak and let people feel the urgency of Angel Yeast’s promotion in front of the ever-changing time numbers. This method is suitable for large-scale promotions in a short period of time. Put up slogans - "10% off on the first day", "20% off on the second day", "30% off on the third day", "40% off on the fourth day", "50% off on the first and fifth days", "45% off on the sixth day". There shouldn’t be too many people buying in the early stage, but there should be quite a few inquiries. The first three days are mainly for publicity, and the second and later stages, especially the 5th and 6th days, are the peak sales periods. Because after the bombing publicity in the first few days, people have become sensitive to Angel Yeast, and will pay attention to the situation of Angel Yeast intentionally or unintentionally. On the 5th and 6th day, people have begun to accept Angel Yeast and are affected by the price (sales discount) - I do not deny that I am also a person who loves to take advantage of small things. It is not just me, but more Chinese people and so on. People in the world are like this, and they all have the habit of taking advantage of others. Start buying products like crazy.

Due to time constraints, even every sales strategy and marketing method is not explained in detail here, but currently there are only these ten marketing strategies that can be thought of and can be applied in practice. Of course, there are some that you have already used in practice, and the results should be pretty good. One thing that needs to be pointed out is that marketing methods are not repetitive. Many of the above methods and strategies can be carried out simultaneously and do not conflict. And if mastered properly, the effect achieved by cross-application will be greater than that achieved by the implementation of a single strategy.

Health product marketing plan (2)

1. Planning background:

Macro environment:

Health food functions have a relatively high degree of trust Low: The current standards for health care products in my country are too low, especially for some health care products using traditional Chinese medicine as raw materials. The standards are too rough and unscientific, and the approval is relatively loose, resulting in too low entry barriers to the industry. Low barriers to entry and high profits have led to the influx of a large number of non-professional companies. Secondly, the management department's review system for health care products is not perfect, resulting in the company not having a strict production quality control system, not paying attention to product research and development, quality control and product quality assurance, but only focusing on advertising and marketing strategies, resulting in a disconnect between advertising and product quality. , the market is chaotic, and consumers have low trust and loyalty to health care products.

After experiencing countless painful deceptions, most patients have developed a pair of "fiery eyes". You can talk to yourself, but I will not move. The direct result is that many pharmaceutical traders feel that newspapers, TV, and radio media are no longer useful. In fact, today's difficult marketing environment is largely due to over-promises and vicious competition among pharmaceutical professionals themselves. Caused by illegal means, etc., the resolution of the trust crisis should be the focus of the marketing planning of all health care products.

Internal resources of the enterprise:

A. Foods with special curative effects produced by small and medium-sized enterprises.

B. There is no sales network and distribution channels.

2. Product market analysis:

At present, my country's health care product market has formed a "three-part world" situation. These three types of products are: based on traditional Chinese medicine theory, based on traditional Chinese medicine. Products of raw materials; nutritional supplements based on nutrition theory and using various nutrients as resources; products generated through the transformation of raw materials based on bioengineering theory.

China’s traditional Chinese medicine, dietary and health culture has a profound impact on mainland people. Influenced by this, people have developed preconceived purchasing habits

Taking the theoretical system of traditional Chinese medicine as an example, Although it seems complicated, it can actually be summed up in three words - pass, arrange, supplement and repair.

Tong: Most people have heard and agreed with the traditional Chinese medicine saying that "there is no pain when there is pain, and there is no pain when there is pain". The so-called unblocking refers to the smooth flow of qi, blood, and body fluids. If there are local lesions, it will block the flow of qi and blood, forming blood stasis syndrome, and showing symptoms of pain. To achieve unblocking without pain, it is necessary to eliminate the stasis syndrome and make the qi and blood flow smoothly. Runs smoothly. Examples of companies that use the "Tong" theory as a conceptual carrier include Wantong Jingu Tie, Ruting Runing, etc., all of which have achieved success.

Pai: When many people see this word, they can think of "discharging toxins and feeling relaxed." It can be seen that the concept of Panlong Yunhai is so classic and it can be said in one sentence. Also taking advantage of this east wind to soar is the "Bishengyuan" Changrun tea, which has the same effect as the detoxification and beauty capsules.

Supplementation: Men need supplementation because they are prone to kidney deficiency; women need supplementation because their special physiological structure causes them to lose both qi and blood; the elderly need supplementation because they need a variety of nutrients; children need supplementation even more to grow older. Which vitamins, calcium, iron, zinc, and selenium, are lacking in the body? As a result, Huiren, Dong'a, and Jiante all made a lot of money.

Repair: Repair is a concept in the scope of treatment. People who need repair have reached a state of serious illness. Combined with the special curative effect of "balance" products, on the basis of explaining the concept of tongpai, "repair" needs to be highlighted. .

With the development of the times, people on earth will eventually unify to the theory of balance of yin and yang and restraint of the five elements. Therefore, products based on the theoretical system of traditional Chinese medicine will be the first choice for all health foods.

3 Marketing plan:

Dual-track conference marketing, resident tracking and guidance

A. Multi-level academic conference investment promotion

B. Single level conference direct selling.

C. Transform from marketing to service, highlighting personalized services.

The victory in modern business war lies not in how many markets you occupy, but in how many consumers' hearts you occupy.

D. Profit distribution

Reasonable and effective profit distribution is the driver of all sales models. [Details omitted]

E. Advertising slogan concept setting: The advertising slogan of this product should be set within the concept of "balance and nature".

The above is just a summary plan, and detailed plans will be released later during implementation.