Marketing boosts old products is also promising

Intestinal worm clearing is the brand product of Sino-US Shike, and it is also the drug that made TV advertising in the country in the past. The "two pieces" of the year was a household name. The sales channel is also the widest of all medicines. In addition to traditional commercial, retail and clinical channels, it also increases government channels. In the early years, it cooperated closely with the Ministry of Health and the Ministry of Education. It is the domestically preferred drug designated by the World Health Organization and the Ministry of Health.

By doing marketing the previous time, Shike is responsible for the management of the intestinal clearing market. At that time, the product was listed for more than ten years, and the sales in the last four years have remained at around 100 million yuan. In addition to the constant advertisements of the Central Radio Station and the Children's Day activities in individual areas, there are few other market activities. Sales are more dependent on commercial channels, non-office key assessment varieties, mostly natural sales. The market is mixed, and it is flooded with similar low-cost domestically produced drugs. There are more than a dozen kinds of inferior deliberate imitation products that only the company has found. The administrative style of the government has also changed, from the original directive to the guidance, and the personnel have also made major adjustments.

Doing investment management before marketing, will let us judge the big advantage, opportunity point, growth point, existing problems and key problems to solve the problem in a short time, quick breakthrough, more reasonable way, more reasonable Time and cost to achieve greater value added and return. After doing a preliminary market understanding, I found that:

1) Although Shike Insect Clear is a domestic anti-insect drug brand, consumers do not fully understand this name, and need to associate it with the previously known “two pieces” to re-prompt the brand.

2) Many people have less awareness of intestinal parasites, and think that living conditions are good, there will be no more, even if there is nothing. Need to combine some of the child's behavioral habits (such as squatting on the ground, biting fingers, thinking about biting things, rushing to eat, forgetting to wash their hands, etc.) and some environmental and lifestyle habits after urbanization (such as increasingly polluted Water quality, a large number of rural people pouring into the city, eating fresh food such as uncooked seafood, touching unsterilized toys in public places, buying raw materials such as unscrupulous meat, and confusing food in the refrigerator. The degree of harm to children's health caused by intestinal parasites (affecting children's intelligence and growth and development, can lead to anemia and even life-threatening in severe cases) and the benefits of medication (children's height increased by 0.6 cm on average, weight gain of 1.3 kg, cognitive ability) There is also a significant improvement) for parents to understand and value, and actively prevent and treat.

3) The media is aging. Although the central radio station covers the whole country, the audience has already differentiated, mainly in remote areas and rural areas. Children's medications should focus on users and buyers, and need to update media combinations that are more in line with modern life and target audiences.

4) Many consumers value economic factors when purchasing medicines, paying attention to price and quality, choosing cheap and inferior products, and individual businesses are also driven by interest. It is necessary to remind consumers that UNICEF has 87 kinds of albene in the world. The oxazol tablets were tested and more than 80% failed. Guide them to use quality assured brand-safe drugs to guide businesses to purchase goods from regular channels.

5) The products are not limited to children's use. In the developed areas such as the South, due to the large consumption of fresh and game, in the underdeveloped areas such as the west and pastoral areas, the use of medicines such as hygiene and diet has led to considerable drug use in adults. Significantly beyond the routine, some of the new clinical indications in specific areas mentioned above are yet to be developed.

6) Product distribution has a certain regionality. There is an overall rebate for business, but there is a lack of interaction and push-pull of single items. The retail team has just been formally established the following year. For the sales team company at the time lacked internal incentives.

7) The government channel still has strong guidance. It is only the unified purchase and collective use of the original education system to recommend the parents to purchase and use. The education and health system will continue to be a final assessment of the six-phase prevention and treatment in the following year. In addition, in addition to the education and health departments, the National Family Planning Commission and the Women's Federation also have corresponding grassroots parasitic control programs throughout the country, including some cooperation projects with foreign banks and funds.

8) Parents are divided into two categories in their medication habits, most of them once a year, and some are found to have children with insects. However, many documents have advocated spring once, once in autumn, and two at a time. It is necessary to guide and cultivate the correct medication habits so that sales growth can be achieved in the original drug population.

Based on the above problems and opportunities, we start with sales channels and teams to explore growth while stabilizing and consolidating commercial channels. Choose growth areas to invest, interact with businesses, improve distribution networks, train and connect key retail pharmacies, and support and motivate key areas. Strong support and cooperation from the company's top management and sales team is a prerequisite for realizing market value. Finding the right direction and investment point to drive sales growth is the key to rapid breakthrough. Replacing the direct market input of 200,000 yuan in the year in exchange for 20 million growth in the year should be a good return. However, market management pays more attention to the medium- and long-term sustainable development of products, and its source is still effectively guiding and influencing consumers. In addition, government channels will also be a big growth point in the next two years.

Therefore, product activities are also divided into two main lines around the direction of the public and the direction of the government. The slogan is changed to Shi Ke Yu Qing, the "two pieces" you are familiar with. Every spring, once in autumn, children's health companionship (popular version), the first to introduce domestic high-quality broad-spectrum anthelmintic drugs, committed to the healthy growth of children and adolescents in China for more than ten years, will continue to contribute (government image version), We first met eleven years ago, and the future will go together. Shi Ke Chang Qing, you are familiar with the "two pieces" (Government popular version). The Volkswagen Product Logo is an animated form of a small pill with a straw hat and a small leather boot. The logo and the government logo are two small tablets. In the media selection, the government chose the “Health and Supervision” issued by the CDC and the “China School Health Magazine”, which is double-span between the Ministry of Education and the Ministry of Health. The mass media chose the China Youth Daily and local cities. The children’s newspapers with influence and school organization subscriptions carry out the activities of “watching with mom and dad, and scavenging the insects”. Children's Day held various fun interactive activities in the business district, selected some key cities to launch "I and the children fly together" outdoor advertising, and plans to change the central radio advertising to the key areas to listen to higher ratings, higher cost performance Urban traffic stations, music stations and satellite TV advertisements, TV commercial scripts use public service advertisements related to children's growth, and earlier than other pharmaceutical companies. Work closely with the World Health Organization, the UK Headquarters and various ministries, strengthen cooperation with the government through public welfare projects such as health promotion schools, support and sponsor the expert committee to formulate the “Eleventh Five-Year Plan”, and launch new clinical indications in some areas. . We will carry out various forms of cooperation with various ministries and commissions to establish a good relationship of trust from the central to the local level and lay the foundation for future development.

Although some of the later plans were not implemented because of the company's positioning of the products as public relations and image products, they also left Shike to switch to other companies, but this experience made them know that no matter how old the products, as long as they study the market in depth, Effective promotion and improvement of various marketing links such as channels, teams and consumers will be achieved, even exceeding expectations. Don't sit in the office to guide the market, not only for the management's praise and personal promotion, but to actually integrate into the market, find opportunities in the changing market, and get support and recognition from channels, teams, partners and consumers. Not only do the market for the products today, but also the market for the future of the products.

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