Three practical pharmaceutical marketing plan planning

In order to ensure that things or work are carried out effectively, we need to formulate a plan in advance. The plan is to solve a problem or a project, and the details of a subject process. So how should the plan be formulated? The following are 3 articles on pharmaceutical marketing plan planning that I compiled. Welcome to read. I hope you will like them.

Pharmaceutical marketing plan planning part 1

1. Drug variety plan is an important content in drug marketing. Drugs should be an overall concept, and at the same time, the concept of high quality of drugs must be established. . The drug variety plan requires companies to pay attention to the different stages of the life cycle of the drugs they produce and adopt different competitive strategies. At the same time, they must focus on new product development and constantly update products. Foreign-funded companies rely on their new product research and development technology to dominate the pharmaceutical market.

2. The pricing plan of medicines. Drug prices are currently a very sensitive issue and the focus of medical reform. With the current bidding prices, price increases, and the impact of affordable large pharmacies, the pricing plan of medicines is particularly important. , the tariffs on some imported drugs will be further reduced under the WTO, which will inevitably cause the price reduction of imported drugs to have a huge impact on some domestic generic drugs. Some moderately priced and effective drugs will have a catastrophic impact on domestic generics, so in the new era In this environment, it is particularly important for pharmaceutical companies to consider the pricing of their products.

3. Drug distribution channel plan. The long-term marketing model of domestic pharmaceutical companies has made pharmaceutical companies highly dependent on channels. Pharmaceutical companies need to establish stable pharmaceutical distribution channels.

4. Drug promotion plan. With the introduction of the country’s new pharmaceutical policy, pharmaceutical companies must introduce healthy promotion models in new forms. The new marketing mechanism can be further strengthened in the following aspects: Marketing:

1) It is necessary to abandon the previous model of hard work fees, advertising fees, promotion fees, prescription fees, etc. for doctors, adhere to customer service orientation, accelerate product research and development and brand cultivation, and re-integrate sales channel. ,

2) Promotion can be carried out through academic promotion meetings. Academic promotion sales mainly refers to the use of academic publicity and academic activities to promote sales in the pharmaceutical sales process. This sales model has great impact on enterprises and business personnel. The requirements are relatively high, requiring companies to have a very complete academic network. Sales staff with very professional knowledge are currently used more in foreign-funded enterprises. In the academic sales process, if you do not have a good grasp, commercial bribery may also be involved. Academic sales is a recognized method in all aspects of current sales.

3) Advertising drives the OTC market. Judging from the growth rate of the OTC market in recent years, the OTC market accounts for half of the country. The OTC market is one of the main battlefields for future competition, and the marketing in this market is quite different from hospital sales, which more reflects the exclusive nature of pharmaceutical marketing and uses ultra-large-scale brand advertising investment to drive pharmaceutical consumption.

4) Digital marketing can be carried out. The development of the IT industry and the application of e-commerce have injected new vitality into marketing. Online drug transactions have begun to become a reality. Using e-commerce to speed up the entire pharmaceutical industry has an incomparable effect. With strong advantages, it can save expenses but produce greater benefits. The use of online surveys can collect customer preferences and purchasing methods, and serve them better, thus reflecting the characteristics of the personalized marketing era. Pharmaceutical Marketing Plan Planning Part 2

1. Current status of pharmaceutical companies with dermatological OTC products

my country’s OTC products can be divided into fourteen categories according to their types, including: skin medications, digestive system Medications, ophthalmic medications, general external medications, etc. Due to the wide variety of commonly used dermatological OTC products, consumers have a lot of room for independent choice. Brand popularity often becomes the standard for consumers to purchase such drugs. Often a few well-known leading brands occupy most of the market, and some unknown small and medium-sized enterprises Brands can only rely on their personalization advantages and characteristics to fill market gaps, or rely on channel advantages to occupy regional markets.

In addition, in September 20xx, the State Food and Drug Administration stipulated that the deadline for GMP certification of pharmaceutical companies is June 30, 20xx, and the deadline for GSP certification of pharmaceutical businesses is December 31, 20xx, which means At that time, a number of pharmaceutical companies that do not meet the requirements of GMP and GSP will be shut down in accordance with the law. What will follow will be a number of new or second-innovated OTC product companies and product brands appearing on the market, and the market pattern will be significantly changed. changes.

In the face of competition, all enterprises must put survival and development first. On the one hand, enterprises must quickly adjust and transform business ideas, marketing strategies and marketing organizational structures, and conduct extensive alliances; On the other hand, we must vigorously improve existing products, cultivate, promote and maintain brands, explore new markets, and achieve business goals.

2. Product and brand promotion strategies

Since it is difficult for ordinary consumers to identify the quality of medicines, brand has become an important basis for consumer purchasing decisions. A successful skin OTC product brand can bring long-term and huge profits to the company, but it also requires constant maintenance and promotion. The key is that advertising investment needs to be backed by strong funds. Therefore, there are three capabilities that determine the survival and development of a skin OTC product company: capital strength, scientific research and innovation capabilities, and marketing capabilities. Marketing capabilities are concentrated in the operation of brands and channels.

As a special commodity, skin OTC products contain three levels of content: the first is the core product, which refers to the efficacy and quality of the skin OTC products; the second is the formal product, which refers to the skin OTC products. dosage forms, trademarks, brands and packaging; the third is extended products, which refer to the added value and services that skin OTC products provide to patients. Due to the technical particularity of skin OTC products, more homogeneous and similar products will appear. This also means that our work can only focus on the second and third levels. Under undifferentiated market conditions, any selling point, marketing model, or technique can be cloned. Only brands have eternal vitality. For an enterprise with average capital and technological strength, and with products, markets, and brands that basically exist but are hardly improving, on the existing basis, through a series of marketing operations, it can achieve dual promotion of products and brands and open up the market. It is particularly urgent, realistic and important.

How to select the right products, enhance the brand, and achieve sales? We summarize it as follows: Two determinations, Guangdong and Guangxi, and innovation and differentiation.

1. Two determinations for Guangdong and Guangxi

Two determinations: one is corporate positioning, and the other is product market positioning.

Clear development ideas and business strategies through corporate positioning, identify the market through product positioning, and effectively enter the market.

Guangdong and Guangxi: One is advertising and the other is building channels.

Promote products and brands through advertising, promote sales through channel operations, and consolidate the market and consumer groups.

2. Innovation and differentiation

In skin OTC product companies, innovation is the most valuable driving force for market development, and it is also important to achieve sustainable improvement and development of corporate products and brands. ensure. The innovation process should be an organic combination of product innovation and enterprise innovation. The key is to fully understand the market information, establish a product system and marketing system with competitive advantages, and enhance the company's competitive advantage.

2.1 Three forms of innovation

Offensive. By developing or introducing new products, enterprises go all out to pursue the advancement of product technology, seize the market first, and strive to maintain a strong leading position in technology and market in the competition. It is characterized by high risk, large investment, high returns, and the ability to obtain large-scale monopoly profits. It is more suitable for large-scale skin OTC product companies or new technology companies.

Defensive. Enterprises do not rush to research and develop new products. Instead, when a successful new product appears on the market, they immediately conduct follow-up research and development and quickly invest to occupy the market.

That is, "Look at the market at a glance, look at the big manufacturers at a glance." This strategy of waiting for work requires enterprises to have efficient intelligence systems and the ability to absorb innovation. Its advantage is that it avoids early investment risks and defects in the initial form of new products, and enables enterprises to Coming from behind, it is suitable for medium-sized enterprises with strong scientific research capabilities.

Introduced type. Enterprises use the scientific research power of others to develop new products instead of themselves. The results are quick, the cost is low, and the risks are small. However, the returns are also small and they are easily restricted. Suitable for small and medium-sized enterprises.

2.2 Only by attaching importance to R&D can innovation be successful

R&D is the foundation of innovation. The world's major pharmaceutical companies are basically research-oriented, and their R&D investment must account for at least 10-15 of their total annual sales profits. However, the R&D investment of Chinese pharmaceutical companies generally does not exceed 3. Take Glaxo-Williams as an example. Its sales have exceeded US$10 billion in recent years, and it spends more than US$1 billion on new research and development projects every year. Every year, the company develops several new medicinal chemical structures and dosage forms. , sufficient reserves of new products enable the company to always maintain its technological advantages.

2.3 Differences seek survival, characteristics seek development

Consumer demands are always different, especially in today’s era of personalization. For the skin OTC product market, gaps and opportunities also exist. The key lies in whether companies can discover, explore, meet needs, and seize opportunities. The purpose of innovation is to seek differences, realize differences, establish characteristics, and finally convert them into purchases by target consumers. This is not only the essence of the entire marketing activity, but also the essence of the survival and development of a product and an enterprise.

3. Market research on skin OTC products

Whether it is new product development, selling point establishment, market entry of skin OTC products, secondary development of old products, brand promotion, everything All must be based on market research. Only through comprehensive analysis, understanding and grasp of the market can we know ourselves and the enemy and be targeted. In addition to grasping the macro environment, industry trends, scientific research directions, supply and demand information, etc., as an enterprise that continues to improve products and brands, it is also necessary to conduct preliminary market research.

1. Market research

In a number of advanced foreign-funded or joint ventures such as Xi'an Janssen, they call research a must-do home work, which is different from the common domestic "XX pharmaceutical factory" Unlike reports such as "Greatly overfulfilled the plan", the gap between the strategic goals and actual results of foreign companies such as Janssen and SmithKline generally does not exceed 10%. The key lies in accurate grasp of the market.

Market research is generally divided into three categories: product research and development research, new product launch testing research, and marketing strategy research. The main contents include consumer research, market demand research, product research, competitive strategy research, advertising research, price research, market sales research, promotion mix research, etc. Each research must be as detailed as possible to ensure the accuracy of the research results. Scientific, accurate and close to the market. At the same time, pay attention to the sequential steps of the research.

The key for enterprises to do market research lies in two aspects. One is to establish a scientific awareness of market research, and the other is to establish a systematic and scientific marketing information decision-making system, including internal reporting systems, marketing The intelligence system, market research system, and marketing decision-making system provide organizational guarantees and strengthen close cooperation with relevant professional institutions.

2. Characteristics of consumption of skin OTC products

Skin OTC products are a special product category. It has the characteristics of consumer goods, where consumers make independent decisions and purchases, and of pharmaceuticals, where consumers make highly rational decisions, are highly involved and feel insecure. In addition, the consumption of skin OTC products also has the following characteristics.

2.1 Skin OTC products and drugs are directly facing consumers and are consumer-centered

The biggest difference between skin OTC products and prescription drugs is that the former is consumer-centered, and the latter is consumer-centered. Doctor-centered. Dermatology OTC products are pharmaceutical products that must be promoted through marketing methods, so consumer opinions play a vital role.

2.2 Dermatology OTC products are mostly stock medicines with many brands

Dermatology OTC products are mostly stock medicines for treating general diseases. These medicines are generally relatively mature in production technology. There is no competitive advantage in patented technology. Because of this, the barriers to technology entry are low, and there are many manufacturers of such drugs. There are often multiple brands of the same skin OTC product on the market, and the market competition is extremely fierce.

2.3 Professionals still have the ability to influence the skin OTC product market

Although skin OTC products can be purchased without a doctor’s prescription, some skin OTC products are used to treat diseases and save lives after all. , and drug knowledge is highly professional and is not yet universal knowledge. Therefore, when purchasing and using skin OTC products, consumers will pay great attention to the opinions of professionals such as doctors and pharmacists.

3. Three types of skin OTC product consumption behavior patterns

Consumers have more and more autonomy in choosing medicines, and marketing activities targeting consumers become more important. By segmenting consumer behavior, we can find out the target consumer groups of our products, analyze their consumer psychology types, and adopt more targeted positioning and publicity strategies for different consumption types, which will make the entire marketing promotion more effective. It will also significantly reduce costs.

There are three consumption behavior patterns in the consumption of skin OTC products and drugs, namely: habitual type, logical type and demand type.

1. Habitual consumers. It means that when consumers buy such drugs, they only look for one brand they commonly use, and do not care about or pay attention to other brands. Judging from the brand consumption characteristics of habitual consumers, it is very difficult to change the habits of these consumers. It requires a lot of market work and market investment to change these consumers' thoughts and habits. One data shows that consumers have become accustomed to using a certain brand. Among them, 66% of consumers are influenced by doctors, and 29% of consumers are because family members/friends have been using it. Only 5% of consumers have formed consumption habits influenced by this. The formation of consumer habits is due to the influence of other factors.

2. Logical consumers. It refers to consumers who pay attention to collecting information during the purchasing process and use their own value indicators to measure it to guide their purchases. When logical consumers purchase drugs, the main factors they pay attention to are efficacy, price, brand, etc. Since consumers pay attention to the efficacy when purchasing, and the efficacy largely comes from the recognition of the brand, therefore establishing a high-quality brand image has a significant effect on influencing the purchases of these consumers.

3. Demand-oriented consumers. It refers to consumers who have related symptoms but are not aware of the need for medication. They will make judgments based on the information they are exposed to, collect more relevant information, and finally decide to purchase. Demand-oriented consumers decide whether their needs are strong or not based on the prominence and severity of symptoms. For needy consumers, educating, cultivating and stimulating their consumption needs is the key.

According to statistical analysis, habitual consumption dominates the consumption of general skin OTC products, and logical consumers have become the main consumer groups of skin OTC products. However, the specific proportion is affected by different drugs and regions. There are corresponding changes. In addition, some new drugs targeting new needs and some areas with poor health care awareness tend to be dominated by demand-oriented consumers. Logical consumers are easier to change and require smaller expenses, but their capacity is not large. Habitual consumers have a large market capacity, but the marketing expenses required will be higher and the effect will take a long time. Enterprises should base their own strength on Choose your target consumer group and formulate strategies.

IV. Market positioning and operation positioning

1. Enterprise operation positioning

Enterprises have different purposes and motivations for participating in the skin OTC product market, and the methods of market development are different. It's different. Products with long-term investment generally drive the development of enterprises by establishing brand advantages. In the case of short-term investment, enterprises artificially shorten the product life cycle in exchange for maximum profits or operating experience in the skin OTC product market.

As a skin OTC product company, when positioning its business, it must pay attention to two points. One is to accurately grasp the development status of the industry market, and the other is to be clear about its own resources and strength, and at the same time We must fully realize the urgency of the current situation and make decisive decisions. Before every product or advertisement is launched, you must know who you are, what you want to do, what you are doing, how you want to do it, and what purpose you want to achieve. Otherwise, being blind will only drive you to a dead end. Pharmaceutical Marketing Plan Planning Part 3

Part One Marketing Diagnosis

1. Market Background

The pace of modern life is accelerating, causing mental stress and pressure. In addition, excessive drinking, Smoking, air conditioning, long-term lack of outdoor exercise and other factors cause people's immune function to be disordered and their resistance to be reduced. Immune function is an important physiological function of the human body. Imbalanced immune function will lead to physical weakness and reduced ability to resist diseases. As a result, some people will suffer from repeated colds, asthma, and liver diseases. Some people will follow the "fashion" and be vulnerable to epidemics. He will come

No one will be rejected. Therefore, everyone needs to adjust their immunity and enhance their resistance. This shows that the health care products market has a broad prospect.

2. Product advantages

Ganoderma lucidum is a traditional tonic. "Dengying" Ganoderma lucidum capsules are made from selected Ganoderma lucidum strains and processed through modern biotechnology. They contain Ganoderma lucidum polysaccharides, polypeptides and other functional ingredients. It can improve the level of cellular immunity, enhance macrophage capacity, and has clear immunoregulatory health effects. It can enhance human immunity and improve the body's resistance. It is suitable for people with weak system, low immunity and sub-healthy people, especially patients with tumors and liver diseases. , Therefore, the market potential of Ganoderma lucidum health care products is huge.

3. Marketing situation

Unique product advantages and good market prospects have led to a large number of businesses in the health care industry of Ganoderma lucidum products, and competition has become increasingly fierce. However, there are currently "Chinese Ganoderma lucidum" products in the industry. "Dengying" Ganoderma lucidum capsules need to solve the following problems:

1. Insufficient brand awareness

2. Product Unreasonable pricing

3. Packaging design is featureless

4. Marketing channels are not smooth

5. Lack of advertising support

Currently The main problem of this product is marketing. Landao is a well-known tourist city. As a health product with special functions, Ganoderma lucidum capsules have a high market grade. At the same time, this product is taken from the fairyland on earth, so It provides basic cultural connotation for cultivating Ganoderma lucidum capsules into excellent tourist souvenirs and high-end gifts of Blue Island. Therefore, the most urgent problem at present is to integrate advantages, integrate products

Advantage marketing packaging, accelerate product market visibility, cultivate and develop the market.

In order to achieve the above purpose, the recommended marketing planning plan is as follows:

The second part of the operation plan

1. Establish marketing goals

Promote sales, increase market share and brand awareness, and establish a strong brand in the industry.

2. Clarify the marketing strategy

1. Marketing model

(1) TV direct sales

(2) Channel distribution

(3) Establish membership card and implement membership system

2． Promotion plan

Based on Landao, establish a market, use this as a pilot, sum up experience, promote it nationwide, create an industry brand, and gradually move towards the international market.

3. Marketing goals

(1) Short-term goals

Develop the Blue Island market within one year, so that the target sales network channel distribution rate of the Blue Island market reaches 70%, and in Blue Island The target of distribution is 100 county-level cities, making "Dengying" Ganoderma lucidum capsules a well-known local tourism brand and health care brand in Landao, and the most popular gift in Landao area.

(2) Long-term goal

To cultivate "Dengying" Ganoderma lucidum capsules into a nationally renowned brand within three years and become the leading brand of Ganoderma lucidum products.

The third part of the implementation method steps

1. Establish a project team

It consists of enterprise production, sales, management elites and TV station marketing, planning, copywriting, design, It is composed of professionals such as production, division of labor and cooperation, and implemented step by step.

2. Conduct sufficient market research on the market of Ganoderma lucidum products

Through market research, find the appropriate market positioning for "Dengying" Ganoderma lucidum capsules, lock in the target consumer groups, and formulate the best promotion strategy . The content of market research mainly includes the following aspects:

1. Competitor investigation: Investigate the marketing status of the main competitors of "Dengying" Ganoderma Capsules in the Landao market. Use the competitive comparison method to compare the main competing brands and corporate status in the industry, so as to evaluate the current status of the company in the industry. Have a full understanding of the advantages and disadvantages of product brands, including the following: competitor product pricing, packaging design, market positioning, advertising support, marketing channels, sales management, brand awareness, etc.

2． Product market diagnosis: Conduct market research on the original product market conditions, use convenience sampling and quota sampling methods, and combine in-depth interviews with consumers, in-depth interviews with salespeople, and in-depth interviews with dealers to conduct a clear investigation, and design a market survey questionnaire:

The survey targets mainly include the following groups: relevant management personnel within the enterprise, relevant marketing personnel within the enterprise, original distributors of the product, original retailers of the product. The content of the consumer market survey of the product is: Do consumers know about products like Ganoderma lucidum capsules? Do consumers know the brand "Dengying" Ganoderma lucidum capsules? Do consumers know the efficacy of Ganoderma lucidum capsules? What is the main reason why consumers buy Ganoderma lucidum capsules? What is the psychological price of consumers purchasing Ganoderma lucidum capsules? What is the consumption psychology of target consumers? What are your buying habits? How do target consumers purchase capsules? …

Through the above market research, conduct scientific analysis to obtain a reasonable, scientific, and systematic market research report. In particular, we must confirm issues such as price, functional features, unique selling points, sales channels, etc., so as to provide

Provide scientific basis for the next step of work.

3. Product repositioning

Reposition the market and function of "Dengying" Ganoderma lucidum capsules

Landao is a tourist city, and xx is a It is a tourist and cultural resort, and Ganoderma lucidum is a legendary fairy grass in the world. It can be seen that "Dengying" Ganoderma lucidum capsules have great geographical and product advantages. In line with Landao, xx tourism and people's growing health care needs, it should be positioned as a Landao city. The travel health care gifts include health care products with special effects.

(1) Special functional health products

(2) Travel souvenirs

(3) Fashionable high-end gifts

IV. Find out the target consumer group of "Dengying" Ganoderma Capsules

Based on the above product positioning, the composition of the target consumer group of "Dengying" Ganoderma Capsules is roughly as follows:

(1) Physical illness , patients who urgently need to improve their physical fitness;

(2) People with high work pressure, lack of exercise, poor physical resistance, and vulnerable to epidemic diseases;

(3) Pay attention to health care , People who pursue a healthy life (high-end health products);

(4) People who travel to Blue Island;

(5) People who exchange more gifts (high-end gifts);

5. Based on the above positioning and target consumer groups, set up a corresponding new marketing network:

(1) As a special health product: cooperate with major pharmaceutical companies in Landao City to enter Their network; health product specialty stores; supermarket health product counters.

(2) As tourist souvenirs: tourist specialty stores; cooperate with tourism companies with good reputation in Landao City to launch visits to the Ganoderma Garden and gift lectures on Ganoderma knowledge as features of tour groups; high-end hotels and inns etc.

6. Strengthen the management of sales channels:

The successful market operation of any product cannot be separated from scientific and systematic market management and the consumers on the front line of the market. and timely information feedback from middlemen. Therefore, to establish an effective sales network, the following work must be done:

(1) Establish customer files

(2) Conduct product and marketing reviews for sales staff Business training:

A. Product training: Through market research, find out the 20 questions that consumers are most likely to ask about this product, and the company will organize unified standard answers for sales staff, especially counters. The sales promotion lady responded uniformly.

B. Business training: Sales staff must fill in the daily market visit plan, weekly work plan and work summary, and monthly work plan and work summary every day.

C. Make regular analysis and summary of the responsible dealers.

D. Make regular analysis and summary of competitors in the market.

(3) Assessment of the performance of sales staff: Use the above requirements as the standard for monthly assessment of sales staff.

7. Redesign the packaging for "Dengying" Ganoderma lucidum capsules

According to the market positioning of Ganoderma lucidum capsules, the current packaging design of "Dengying" Ganoderma lucidum capsules cannot match its quality grade. Therefore, the packaging design must be changed. The new design must reflect high-end and the long-standing cultural connotation of xx. The packaging specifications are recommended to be divided into two categories: economical packaging (for public health consumption), premium packaging (high-end health gifts), But the tone must be consistent and maintain the same VI.

Economic packaging is aimed at ordinary consumers, and the packaging box material uses ordinary white paper; while premium packaging must use high-end gift boxes, which are paved with high-grade silk inside and the outer box material must use high-grade paper.

The packaging design of the entire series must be grand, beautiful, have good display effects, and have a strong traditional style.

8. Reprice "Dengying" Ganoderma lucidum capsules

The price of the product is one of the important factors for the success of the product market. If the price is too high, it will be difficult for consumers to accept it, and if the price is too low, The commercial trade gap of intermediate channels is too low, which dampens the enthusiasm of middlemen. Therefore, one of the important tasks of market research is to confirm the correct pricing of Ganoderma lucidum capsules. Currently, the popular "Chinese Ganoderma lucidum treasure" (bagged, The ingredient is spore powder), and its price is 1590 yuan/20 grams. According to the analysis of market positioning and target consumer groups, the pricing of "Dengying" Ganoderma lucidum capsules can be divided into two categories:

(1) Economic level: general health care consumption, general travel souvenirs

(2) Luxury grade: high-end travel gifts

Through pricing, Ganoderma lucidum capsules conform to the image of high-end health care products and travel products, highlighting the preciousness and singularity of its products

9. Shape the corporate image and establish a corporate image visual identity system to coordinate brand communication and unification

Dealership image

(1) Establish VI and unify the corporate visual image

(2) Produce corporate brochures

(3) Produce corporate image films and product promotional videos

10. Strengthen advertising and conduct integrated communication

Before promoting to the outside world, confirm the promotional positioning of the product.

In order to make the distribution work go smoothly, an appropriate amount of advertising can be invested in the early stage, including a series of popular science knowledge lecture articles and special lecture TV films about Ganoderma lucidum capsules and health care. A small newspaper page is sufficient, which can give sales staff and dealers confidence and support, knowing that there is advertising support, so that the distribution work can proceed smoothly. In order to cooperate with the overall sales work, a complete service system should also be established, a sales promotion team should be established, and product promotion and recommendation should be carried out in key shopping malls and drug stores.

When the distribution work reaches 70% of the predetermined target, the full set of media placement plans will be fully operational.

(1) Advertising theme: Fairy Mountain auspicious grass, the best in the world

(2) Promotional positioning

Brand public relations:

Use xx Establish the product brand and corporate image of "Dengying" Ganoderma Capsules through the popularity, reputation and touching myths and legends of Ganoderma lucidum;

Direct public relations to dealers:

Convene a new product launch meeting , inviting pharmaceutical companies, travel companies, and health care product stores in Landao City to invite experts to introduce the functions of the products in detail; the company's marketing department introduced the latest prices and competition with competitors in the market

Profit analysis; advertising agency describes marketing support plan, including media and public relations activities.

Enhance dealers' marketing confidence in "Dengying" Ganoderma lucidum capsules, prompting them to work hard on distributing "Dengying" Ganoderma lucidum capsules; let more people join in the sales of "Dengying" Ganoderma lucidum capsules Come, expand and stabilize sales channels, seize the market, and avoid direct competition.

(3) Media mix: Based on the media characteristics of the Blue Island area and on the premise of achieving better publicity effects while effectively controlling costs, it is recommended to select the following media in the Blue Island area:

Newspaper--Landao Evening News, for the newspaper, select a theme, and publicize and create a series of advertisements around the theme; the necklaces must arouse consumers' desire to buy.

TV advertising - production of feature films, including investment films and direct marketing films. Also broadcast on the following TV stations.

A: Landao TV special advertisement - establish the visibility and reputation of the brand and enterprise in Landao City, and sincerely recruit agents;

B: xx TV station special advertisement and TV direct sales - establish a good reputation of the brand and the company in the local area and directly promote sales;

During the prime time of 7:00-9:00, it will be broadcast regularly as commercials and used for TV direct sales. To deepen the local people’s understanding and awareness of the product and attract the attention of agents;

C: Agent xx, to the relevant columns of the relevant district and city TV stations, and direct TV sales;

D: In addition, we will also promote your products abroad through the "Technical Information System Network" of our center.

Outdoor advertising

A: Set up billboards in the company, production base and major scenic spots along the coast of xx and Landao;

B: To high-end hotels, inns, Corporate brochures are given as gifts in tourist attractions, high-end office buildings and other places;

C: Place promotional materials at major dealerships to unify the promotional image, and use arched doors with a unified image when each store opens.

Pay attention to public relations activities and on-site promotions

(1) Ask experts to explain the medical and health care functions of Ganoderma lucidum products, and give away VCD CDs with product descriptions of "Dengying" Ganoderma lucidum capsules.

(2) Contact the travel agency to attract various travel groups to visit the Ganoderma lucidum garden. The company’s explainers will explain the legend, characteristics, medicinal value, etc. of Ganoderma lucidum in detail, and provide professional technology Personnel

and experts will provide on-site answers and sell medicine on-site. ;