Case Analysis of Sanjing Pharmaceutical Calcium Gluconate (Zinc)

Harbin Pharmaceutical Group integrates pharmaceutical manufacturing, trade, and scientific research. Its main business covers antibiotics, chemical pharmaceutical preparations, and over-the-counter drugs. It is a state-controlled Sino-foreign joint venture in seven major industries: pharmaceuticals and health foods, traditional Chinese medicines, bioengineering drugs, animal vaccines and veterinary drugs, and pharmaceutical distribution. Over the years, Harbin Pharmaceutical Group has adhered to the corporate purpose of "making authentic drugs and being an honest enterprise". Its market share has increased rapidly, its business areas have continued to expand, and some products have entered the markets of Europe, Asia, Africa, and Central and North America. With the corporate philosophy of "Victory by Strangeness and Presence by Virtue", we actively implement the brand innovation strategy and win widespread praise from all walks of life. Harbin Pharmaceutical Group currently owns four well-known Chinese trademarks, including "Harbin Pharmaceutical", "Sanjing", "Shiyitang" and "Calcium in Calcium", ranking among the best in the industry and in the three northeastern provinces.

Harbin Pharmaceutical Group Sanjing Pharmaceutical Trading Co., Ltd. is a large-scale commercial enterprise jointly established by Harbin Pharmaceutical Group Sanjing Pharmaceutical Co., Ltd. and Harbin Pharmaceutical Group Sanjing Jiabin Pharmaceutical Co., Ltd. *** with an investment of 30 million yuan. Trading company, officially changed its name to Harbin Pharmaceutical Group Sanjing Pharmaceutical Co., Ltd. in September 2005. In the 1990s, the company adjusted its product structure and successively launched a new generation of flagship products Sanjing brand calcium gluconate oral solution and Sanjing brand zinc gluconate oral solution. liquid, Sanjing brand Shuanghuanglian series products, Sanjing brand Si Leping. The Blue Bottle series is the most famous series of Sanjing Pharmaceutical, initially including calcium gluconate and zinc gluconate.

Product: This product is a health food made from calcium gluconate as the main raw material, and has the health function of supplementing calcium. [Product specifications] 10ml*10 pieces/box

[Formula characteristics, taste]

1. Calcium gluconate, lactic acid, calcium hydroxide, stevia glycosides, and essence.

2. This product is colorless to light yellow viscous liquid with aromatic smell and sweet taste.

[Ingredients] Each milliliter of this product contains 100 mg of calcium sugarate as the main ingredient (equivalent to 9 mg of calcium), and the auxiliary ingredients are lactic acid, calcium hydroxide, aspartame, and essence.

[Function, Utility]

1. This product is a calcium supplement.

2. Used to prevent and treat calcium deficiency, such as osteoporosis, tetany, bone hypoplasia, rickets, and calcium supplement for pregnant and lactating women and menopausal women.

[Usage and dosage] Take orally, 1 to 2 tubes at a time for adults, 3 times a day. Children take 1 tube at a time, 2 times a day.

[Validity period] 3 years

Target market: (It refers to the "target" of corporate marketing activities used by enterprises in several "sub-markets" after market segmentation. In the spring of 2002, faced with the rise of the leading players in the calcium market, the product "calcium gluconate" experienced a bottleneck in sales and the product was aging. Calcium trispermine gluconate seems to be insufficient for the entire population. In response to the problem, United Media pointed out that it is necessary to carry out a surgical transformation in the field of communication, focus on the target group, and timely target the group at children.

Product positioning: (Refers to what kind of products a company uses to meet the needs of target consumers or target consumer markets.) "Blue bottles are sufficient, blue bottles are pure, blue bottles are good For drinking, the blue bottle is from Sanjing", highlighting the characteristics of Sanjing calcium gluconate (zinc) oral solution, that is, sufficient, high quality, and delicious. So the price is slightly more expensive than ordinary products.

Consumer’s resources: (reflecting the consumer’s ability to meet their needs)

1 Consumer’s economic resources: The most important economic resource is income, which is generally divided into four Income class: ① super rich class ② high-income class ③ ordinary income class ④ low-income class or poor class. Since calcium gluconate (zinc) is not a rare resource or a high-tech product, it is generally more than ten yuan per box, so it is generally acceptable to all walks of life.

2 Consumers’ time resources: ①Consumption time products ②Time saving products. Calcium gluconate is generally an auxiliary drug, and calcium gluconate is a health product that supplements calcium. It is also very convenient to use, three times a day, one to two bottles at a time. Calcium supplementation is still very time-saving.

3 Consumer knowledge resources: ① Consumer product knowledge: Calcium gluconate is for drinking directly, and consumers still attach great importance to its safety, especially calcium gluconate. When choosing products for children and young children, parents have to think through many aspects and long-term considerations. However, the average consumer’s understanding of the product is still based on advertising, so advertising has a great impact on consumers. Today, “blue bottle calcium, extra pure calcium, extra delicious calcium” is a household name. However, its Achievements are not achieved overnight. The influence of "Blue Bottle" is from point to line and then to the surface. It has gradually matured and improved after five years of hard work. Moreover, the "blue bottle" concept has gradually been extended to other product appeals of Sanjing, becoming a symbol of Sanjing oral liquid dosage products, creating huge market benefits. ②Consumers’ purchasing knowledge mainly includes where to buy and when to buy. Calcium gluconate is mainly purchased in pharmacies, so consumers have less worries about its quality and can buy it for their children with confidence. ③Consumers’ usage knowledge. As you can tell from the name, it is for drinking directly, and each box comes with instructions.

Consumer purchasing motivation: (It is an internal motivation that directly drives consumers to carry out certain purchasing activities. It reflects the psychological, spiritual and emotional needs of consumers. In essence, it is the motivation of consumers to The promoter who achieves demand and takes purchasing action). In fact, there has never been an era since ancient times where calcium supplementation is like today, and many people can completely avoid calcium deficiency as long as they pay attention to their diet. However, after decades of advertising, calcium deficiency has been classified as a serious matter, and various calcium supplements Products emerge one after another, causing consumers to have a need to purchase health care products, especially for children's health. Consumers will only believe what they have and not what they don't. Moreover, liquid calcium can also meet the needs of some special groups, such as Very small children.

Consumer perception: ① The process of perception (including three interrelated stages, namely exposure, attention and understanding). Exposure refers to displaying stimuli within the range of consumers’ sensory nerves so that they can Its senses have a chance to be activated. For consumers, disclosure is not entirely a passive behavior. In many cases, it is the result of active choices. It is said that at any given time, 6% to 19% of the audience are using remote controls to change channels to avoid advertising programs. Therefore, in order to reduce the phenomenon of advertising evasion and improve the level of exposure of marketing information, it is necessary to enhance the attractiveness of the advertisement itself; publish advertisements in multiple media and multiple TV channels; place advertisements closest to the beginning or end of the program, etc. The advertisement of Sanjing Blue Bottle is very distinctive. The beautiful "blue bottle" was created by Hezhong Communications into a unique marketing concept. It is not only the special code name of the product but also the unique selling point that distinguishes it from other similar products. Just like at that time The copy of "Mom Chooses Blue Bottle": "Blue bottle is delicious, blue bottle is from Sanjing, Sanjing is from blue bottle, don't buy the wrong one." The symbolization of advertising communication has been proven to be effective by the market. ② Quality perception: Harbin Pharmaceutical Group, the parent company of Sanjing Pharmaceutical Co., Ltd., was the first pharmaceutical company in the country to conduct marketing through large-scale advertising. The company has established a very influential brand nationwide through continuous advertising and social welfare activities. Consumers will think that the quality is guaranteed. ③Risk perception: Generally, consumers have a good feeling about health care products, especially Chinese people who are more likely to be superstitious about authority. Therefore, products produced by large companies generally sell well, which reassures consumers. Sanjing Pharmaceutical Co., Ltd. The parent company Harbin Pharmaceutical Group is the first pharmaceutical company in the country to conduct marketing through large-scale advertising, and has established a very influential brand nationwide. At the same time, the company has established a nationwide OTC marketing network to reduce consumer risks.

Environmental factors:

1. Cultural values ??

After years of radio and television advertising, the public has become very concerned about calcium and zinc supplements, and three After years of advertising, Calcium Gluconate has become very well-known among people. When it launched the "Blue Bottle", it can be said to be a unique approach. The connotation of "Blue Bottle": "The Blue Bottle is sufficient, the Blue Bottle is pure. "Yes, Blue Bottle is delicious, Blue Bottle is for the three essences", which was fully reflected in the advertisement "Plaza Blue Bottle Wind Chime", establishing the leading position of calcium triarginate in children's calcium supplement products. At the same time, “Blue Bottle” has given Sanjing Pharmaceutical a blue corporate culture.

Hezhong Communications proposed to integrate Sanjing Pharmaceutical's corporate positioning. The corporate vision of "Sanjing Pharmaceutical Healthy China" resounded throughout China, and the "Blue Earth Dawn Logo" became the new corporate logo of Sanjing Pharmaceutical. A blue ideological chain integrates all aspects of Sanjing Pharmaceutical. The brand-new, modern image of a Chinese pharmaceutical company stands at the forefront of many new local companies that have successfully transformed. This "blue" culture has greatly influenced consumer choices, making parents favor Sanjinghui more when giving calcium supplements to their children.

2. Social class: Sociology refers to social groups that are formed due to economic, political, social and other reasons and are in different positions in the social hierarchy as social classes. Because Sanjing's corporate positioning is very good and its advertising is in place, except for the super-rich class who pursue high quality and luxury consumption, most other consumers accept it.

3. Social groups, families:

Children have strong imitation behavior. Many children in advertisements are drinking calcium trispermine gluconate to children watching TV. The impact is even greater. Today’s families generally only have one child, so parents generally accommodate their children and have strong herd behavior in educating and raising their children. When there are many people around using this brand, it will attract Consumers in need also use the same brand.

4. Situation: Under normal circumstances, some doctors will also recommend parents to buy calcium trispermine gluconate for their children to supplement calcium. In this case, most consumers will buy Sanjing brand calcium gluconate.

At present, affected by the global financial crisis, the purchasing power of ordinary consumers has declined. Although the country has introduced various policies to stimulate consumption and boost domestic demand, ordinary people's consumption behavior is more rational and cautious. Against this background , the non-therapeutic drugs and health care products market has been impacted and affected to a certain extent. However, Sanjing Pharmaceutical's profits are still growing, which shows that Sanjing's "blue" culture is very successful. Sanjing Pharmaceutical should continue to increase publicity, expand the market, and strive to occupy a place in the world market.

Written by myself, it can handle the elective courses! !