I. Overview of the Company's Present Situation
1, company positioning: small and medium-sized independent enterprises.
2. Main customer groups: enterprises with a certain scale and individuals with certain economic strength. It belongs to the middle and high-end consumer groups.
3. Main marketing means: At present, it is cooperative marketing with local hospitals, and the profits are divided in proportion.
4. The company's current financial situation and expenditure ratio: the annual profit is about 4 million. Generally speaking, it is equal to expenditure.
5. Company's existing personnel ratio: the ratio of employees to managers is about 4: 1.
Second, the current marketing situation
1. Market and competition: The company's current service area is Guangzhou. The main competitors are (1) some initial health management companies. (2) The health management department independently established by the hospital.
2. Product status: The company currently provides (1) enterprise health management services (2) personal health management services (3) incidental medical examination services.
3. Macro-environmental conditions: As a province with developed economy and strong health awareness, it adopts direct selling mode, with many potential customers and large profit space.
Third, SWOT analysis
Four. Goals for the next five years
stage
Promotion target
Expected profit income
First year
Establish cooperative relations with most local 3A medical institutions in Guangzhou. And initially formed an independent marketing model.
The target audience is 4,000 people per consumer in 300 yuan every year, which is estimated to be around 800,000.
Second year
Deepen the independent marketing model and initially establish chain institutions in several key areas of the Pearl River Delta.
Head office profit+branch office profit (head office *60%) Number of branches-promotion expenditure
It is basically the same as last year.
Third year
All chain institutions will be industrialized on a large scale to form a unified operation mode.
Number of companies * Independent sales. About 3 million.
Fourth year
Establish chain institutions in other parts of the Pearl River Delta.
Number of companies * Independent promotion cost. About 5 million.
Fifth year
All regions unified and deepened the promotion, and made a preliminary brand effect.
100000
Verb (abbreviation of verb) specific marketing strategy
(1) Marketing method: (The following is the construction of sales template, which will be uniformly promoted by all chain enterprises)
1. Referral of employees in medical outlets (channel) (new)
(1) Overview: The company takes the employees of various medical outlets as the intermediary to provide customers with health assessment and other services after physical examination at medical outlets. The staff of medical outlets get commission from it.
(2) Specific method: The company directly sends personnel to communicate with the staff of various medical outlets, and signs a contract after reaching an agreement, and gives a commission according to the specific consumption situation of the recommender (consumption amount * 10%).
(3) Sales policy: The company has added a group of employees who specialize in this project and are responsible for signing the contract. Performance statistics of cooperative employees. Organize and report the customer information collected from the cooperative employees to the company in time, and feedback the company information to the cooperative employees in time.
2. Development (cooperation) with medical network (key)
(1), overview: deepen cooperation with existing medical institutions. Efforts will be made to integrate the company's projects with the hospital's own health projects. Provide customers with all-round comprehensive services.
(2) Methods: In consultation with the hospital, the physical examination was integrated with the company's health assessment and health intervention, and the "Health A Package" and "Health B Package" were launched for corporate customers and individual customers respectively. Customers can get some discounts when choosing packages, thus attracting more consumers and increasing the total profits of both parties. The company will bear 2/3 of the cost of the package plan, instead of paying the commission to the hospital in proportion. This can save a lot of money. Turn around the current economic situation.
(3) Sales policy: First of all, we should increase advertising. Especially in the prominent position of cooperative hospitals, it is necessary to display the eye-catching signs of the two packages. Secondly, strengthen the training of the on-site personnel so that they can systematically publicize and introduce the package plan. Finally, use the space provided by the hospital to establish a special studio to form a systematic health service.
3. Independent marketing (new focus)
(1), Overview: In the early stage, the company directly contacted enterprises and white-collar workers and above to provide them with personalized and distinguished service mode. After the chain operation develops to a certain stage, it will provide intimate and popular services for communities and schools.
(2) Methods: "VIP Health Card" was launched in the early stage to provide one-to-one door-to-door service for high-end customers, and personalized additional services can also be provided according to customer requirements within the scope of capabilities. The VIP price is about 30% higher than the existing service price, and it needs to pay 30% in advance. On the basis of the previous period, the "intimate health card" was launched in the later period. Communicate and cooperate with community and school leaders, and take "convenience and intimacy" as a breakthrough to attract community residents, students and teachers to spend collectively. "Intimate card" implements a preferential system of spending more than * * * yuan. And set the reward points. The "Intimate Card" can be converted into a VIP card when the accumulated consumption is over * * * * yuan.
(3) Sales performance policy: In the early stage, we must increase the company's advertising efforts, and invest the main funds in TV advertising media. If funds permit, you can do publicity on TV stations. The company's website, LOGO, VI and advertising language all need to be fully optimized. Secondly, employees must be trained to improve their professionalism and manners in an all-round way to meet the requirements of VIP members. In the later period, it is necessary to increase a large number of personnel, and all schools and community outlets are fully rolled out, focusing on interest cooperation and supplemented by publicity. Under the premise of not raising the price, increase the total profit by increasing the number of consumers.
The general composition of the template can be reflected in the figure below.
(B) Public relations media and image planning
The following methods are arranged in descending order of influence and capital investment ratio.
The overall optimization and production of 1. website. Establish business philosophy and work spirit.
It is related to the image of an enterprise, the professionalism and professionalism of employees, which is the most important.
2. Television and online media (mainly image communication)
The most direct and popular relaxation should be used skillfully and the effect is extraordinary.
3 Bus advertising space placement
4. Publicity of newspapers and related magazines.
5. Light box and street sign advertisements.
(III) Marketing team of the company
The following is a brief personnel plan of the company after the initial formation of chain operation. .
(4) Action plan (planned for nearly three years)