Health product market planning book

Health products and planning have been destined to be inextricable from the beginning.

Health care products are different from mass consumer goods. It is a kind of functional food. It is only suitable for specific people. It is not a necessity for people. This determines the market characteristics of health care products: it must create demand and stimulate demand by educating consumers. Open up the market; it must be promoted through long-term practical and effective services to provide consumers with lasting tangible services to market and ultimately occupy the market. How to make consumers aware of potential needs, generate buying interest, form purchases, buy licenses, persuade other potential customers to buy? How to communicate effectively with consumers to make the above purchase process smoothly? This requires a little wisdom, a little strategy, A little trick, it is planning. The production of planning directly led to the transformation of the market from sales to marketing. China's health care products industry as the earliest application of planning industry, deserved to be the leader of Chinese market marketing. Those brands that have been brilliant in the field of health care products, such as the sun god, three strains, Chinese sturgeon, dragon, and red peach, all advocated planning first, and later the melatonin, Zhenao nucleic acid, etc., will be designed to the extreme. Made one after another sales myth. However, what kind of fate does the plan bring to health care products? From the mid-1980s to the present, health care products have gone through nearly 20 years of hard work. On the market stage, the planning hand performed a scene. The tragic story of the up-and-coming health care products and the heroic end of the road fell from the sales of 500 million yuan to the sales of 200 million yuan. The health care products fell into the credibility crisis brought about by excessive speculation, and it was called the industry. On the other hand, in the past 20 years, the development of the planning industry has been very vigorous. From the "Golden Field" magazine in Guangxi in 1997, the top ten planners were selected, and the top ten planning experts in XX and XX years were judged. From the point of the idea to the case era, the planning industry gradually grew up, and a number of classic planning cases emerged. Among these planning experts or planning cases, in addition to the XX year, Zhu Yutong was awarded the title of Top Ten Planning Experts for the planning of Jin Shuangqi. There are few planners of health care products. None of the above-mentioned corporate planners who have created myths are selected. In the face of such reality, as a curator of health care products, they should reflect on why they can only plan the glory of the past. Can't make eternal classics? Three myths, melatonin myths, they always attract countless critics to call it a classic of marketing, but can they really be a classic? "Diamonds are long-lasting, classic "The eternal rumor", the so-called classic things should be able to be passed on forever, and can withstand the tempering of time, Coca-Cola has been circulated for centuries for its authentic American culture, and the three strains, melatonin do not say Years, another twenty years who will remember? Be curated wrong with you? No, it was planned biased attitude, the so-called sword easy road, hurt the brand foundation of health care products industry, but also hurt the plan's credibility. Faced with the ever-expanding demand for health care products, in the face of the emergence of mature third-generation health products, health care planners must start from a correct attitude and come back. They are actually planning and regaining half of the rivers and mountains! Leader brand, but the market never needs a myth!

What is real planning?

First, we must focus on the needs of consumers and the starting point. From the perspective of the consumer. Product positioning direction, demand points, pricing, usp must meet the needs and interests of consumers. We should go to the consumer to ask for answers to these questions, rather than thinking about self-sufficiency. How to understand what consumers want and what they need, the best way is to face-to-face with consumers, in other words, to do in-depth and meticulous market research, to do it yourself, rather than relying on market research companies. . Ye Maozhong said that he plans to use 80% of his feet, 20% of his brain, and planning to walk out with his feet. This pragmatic style is an example for each of our planners. Understand the needs of consumers, we will select a point of interest from our products that can satisfy consumers and competitors, and convey this information to consumers in a proper way, and let consumers feel the effect. The reality. We don't need to carry out carpet-style advertising bombing in land, land and air to force consumers to accept our ideas, and we don't need to confuse the concept. We only need to realistically promote the efficacy of products and tell consumers the mechanism of the products with easy-to-understand words. It is okay to tell consumers clearly what benefits our products can bring to them. There is such a rumor that the advertising master Ogilvy will read to the old lady every time he writes a copy, and how the old lady can understand it. This is exactly the same as the story of the ancient Chinese poet Bai Juyi. Once again, it proves that classic things are always circulated forever. Only such a thing can win the recognition and trust of consumers.

Second, to provide consumers with real pre-sale, sale, after-sales service. This is a job that requires sincerity, confidence, patience, pre-sales science knowledge education, product explanation, sales guidance, symptom interpretation, after-sales follow-up visit record, organization of various activities, no need to do The people in this job have this "three hearts". Only sincerity can gain the trust of consumers. They have confidence in their products to gain the recognition of consumers. Only enough patience can get the satisfaction of consumers. With this " "Three hearts", in order to win the consumer's "relief." Winning the market has won the market. From selling products to selling services, it is a great turning point in the marketing strategy of health care products. It means that the health care products industry has gradually stepped out of an impetuous mentality and turned to doing basic work solidly. This is undoubtedly the hope of health care products. . In fact, there have been such health care products in history. For example, Shanghai Jiaotong University and Shenzhen Taitai Pharmaceutical are such models. They are based in Shanghai and Jiangshen regional markets, occupying the mountain as the king, and popularizing popular science knowledge. The marketing method is solid product, catching the terminal, not advertising bombing, not publicizing; wife oral liquid is long-term focus on women's health care, they have achieved unpredictable performance in their own fields, and their cycles have been For more than ten years, it has been listed on the Shanghai Stock Exchange in XX, becoming an evergreen tree in the health care industry. In recent years, a new marketing method called “conference marketing” has shown great vitality. Many health care products companies such as Zhuhai Tiannian, Zhongmai Yuanhong and some nucleic acid products are mainly used by middle-aged and elderly people. No advertising, they use the store + activity marketing, through the establishment of consumer data, timely and effective processing of data, to provide consumers with meticulous and thoughtful service, master and have a large number of loyal purchases Those who are making money quietly. The essence of conference marketing is a kind of service marketing, which fully reflects the charm of service and becomes a marketing tool for health care products enterprises. This can not help but make people happy, health care products planning is stepping out of the trap behind the glitz and moving towards a bright future!

Third, the real brand. Brand is a fashionable topic nowadays, but it has caused many companies to talk about it. It is because the construction of the brand is in a long-term and hidden process. Enterprises often do not know how to grasp the interests they have. . The brand seems to be especially important for the health care industry, which has a short life cycle. It is related to the survival of health products. A brand-free health care product is destined to be short-lived, and a single product is not enough to support a brand. The launch of product brand depends on the good brand of the enterprise. In China, the current health care products enterprises are still struggling to survive. To do the brand, there is still a long-term process. It must be developed to a certain scale. Sufficient cost to invest in corporate image building, product research and development, increase the technological content of products, so that product brands and corporate brands can be synchronized when they have the strength to do the brand. When these problems are not solved, let us do a good job of products and services, they are the cornerstone of the brand.