Marketing strategy
1, sales strategy and objectives
The project products belong to the medical device industry, but directly facing the consumer, the main way to take the retail, the first through the drugstore, supermarkets and hospitals close to the final consumer of the three major sales network. With hospitals and pharmacies to establish a strategic alliance in the major sales outlets to take the main staff to promote the way plus certain promotional tools, sales of products to do a good job of tracking surveys, timely feedback after the use of information, record user information, enter their information into the company's customer database. To put forward valuable advice to the user, to take the means of reward.
Sales methods, the preliminary consideration of a variety of promotional activities, the purpose is to enable consumers to more quickly understand the effectiveness of the "antiviral biochip" and how to use.
"Antiviral Biochip" as a new product into the market, which has an impact on the traditional methods of cold prevention and treatment, and hope that its preventive effect, convenience, no toxic side effects and other advantages will be recognized by consumers, so as to occupy a certain share in the market. According to the analysis of the medical device industry and the company's philosophy, the following short-, medium-, and long-term three sales objectives, the longer term can also be involved in overseas markets, such as the more neighboring Southeast Asian markets.
Short-term sales objectives
"Establish the brand through sales means"
Through personnel promotion, "buy one get one free", "prize sales " and other ways to let consumers know about the product
Organize various thematic activities in major drugstores to collect customers' information to establish an initial database
Mid-term sales objectives
"Winning with quality"
Make consumers loyal to the product
And further promotion of the product, such as: advertising in various media.
Long-term goal
Facing Asia, into the international market
Through the expansion of sales channels, to further develop the market
Promotion strategy
Personnel marketing
Products sales to personnel door-to-door sales. The prerequisite for developing the market is to establish a high-quality sales force. Sales force personnel should often communicate with hospitals in charge of people to understand the company as well as the product requirements, and constantly promote the progress of the product. At the same time to get the hospital's affirmation, to patients recommend the product. Also need to go to the drugstore, supermarket drug counter and customer sales of the product, and customers to explain the advantages of the product and competing products, to win the customer's desire to buy.
The sales team will be made up of people with knowledge and experience in biomedicine and sales, and will be retrained regularly in product and sales knowledge. Sales performance will be linked to bonuses and volume discounts will be given to customers to drive sales.
After the product is marketed, it is necessary to provide quality and after-sales service according to the psychology of the purchasing decision maker to build a loyal relationship with the customer.
Advertising
"Antiviral Biochip" is a new type of product, the degree of awareness is low, the advertisement should be focused on the introduction of "Antiviral Biochip" of good efficacy, no toxic side effects (especially suitable for pregnant women, children, etc.). The advertisements should focus on the features of good efficacy, no toxic side effects (especially suitable for pregnant women, children and other people who have special requirements for general cold medicine) and low price.
The state has certain restrictions on medical device advertisements, which have to be strictly examined by the medical device advertisement examining authority, and the examining time is generally fifteen days; the release of advertisements can be entrusted to medical device dealers or advertising agencies.
Promoting the product from the front, which is subject to more restrictions, can establish the corporate image through the public media, so as to achieve the purpose of publicizing the product.
Corporate image advertising
Published in the mass media and professional media, well-produced corporate image ads, ads strive to convey the information accurately in place, accompanied by the text of the report will achieve more favorable results.
Publicize the company's philosophy--"YourHealth, ourResponsibility"
"Your health, our responsibility! "
Product brand advertising
Brand advertising can be carried out through a variety of channels. Radio and TV advertisements have a short information transmission time and can be used to increase awareness; the use of newspapers and magazines to produce some profound and high-grade advertisements to enhance the brand image; product brand advertisements to maintain the unity of the style, the use of different media features, to establish an all-round, three-dimensional information dissemination network.
Public welfare advertisements
In addition to the use of newspapers, magazines, radio, television and other communication channels, but also in the social welfare activities to establish a good image of the company. For example, with the epidemic prevention department **** with the activities held to publicize the prevention of colds, relieve fatigue and other knowledge, more attention to white-collar workers, students and other sub-health status.
Public relations
In the beginning of the company's public relations work. The principle of public relations activities is to establish a good image of the company's advanced technology, innovation, rigor and pragmatism, and a sense of social responsibility.
In the early stage of the company's establishment, the focus of public relations activities is to enhance the company's visibility, to assist the construction of the sales network.
-Hosting large-scale academic exchanges, seminars;
-Establishing scholarships in schools not only cultivates potential customers, but also establishes a corporate image in the minds of students and parents, and lays a good foundation for sales in the middle and late stages;
After the company's formal operation, the focus of public relations activities is to establish a corporate image, to attract the public's attention, and to engage in a two-way communication with the public, to deepen the public's understanding of the product, to enhance the public's understanding of the product, and to improve its sales network. Deepen the public's understanding of the product, and improve the product and brand awareness and reputation.
-To organize popular science programs and columns with the media, and to set up free consultation hotlines;
-To make a lively and friendly homepage and to carry out online public relations.
Promotional strategy
Short-term promotional strategy
Considering the lack of initial funds, we will avoid expensive publicity on TV, newspapers, and the Internet during the first one to three years of the introductory period, and promote the product through more targeted publicity.
Promotional activities
We establish cooperative relationships with supermarkets, pharmacies and hospitals, giving these locations a certain amount of money for venue costs and promotional expenses. Salespeople communicate directly with consumers about the performance and efficacy of this product, as well as the benefits of comparing it with similar products, to gain consumers' interest and curiosity. In our survey, we found that the majority of people had the attitude that they could try the Anti-Viral Biochip. We adopt "buy one get one free", "prize sales" and other ways to attract the public eye.
Outdoor advertisements
Outdoor advertisements are one of the most important means of getting customers to understand the product quickly at the initial stage. Outdoor advertising is characterized by elasticity, highly repetitive display, low cost and less competition. In the past few years in China, the proportion of outdoor, Internet and other advertising media have been increasing very well.
For the performance of our products, our outdoor advertising will be selected in the wall TV ads in hospitals and pharmacies, as well as mobile TV ads on buses and subways, and light box ads. Because the product's main customer groups are less susceptible groups (pregnant women, the elderly, children, etc.), easy to fatigue of the crowd (white-collar workers, drivers, students, etc.), for the poorer group of people are often in and out of hospitals and pharmacies, and easy to fatigue of the crowd every day need to take public transportation or in and out of the downtown area, so these three ways of publicity in the control of the cost at the same time as it should be able to achieve the publicity effect that we need.
Large-scale promotional activities
Seize the characteristic holidays, such as: Mother's Day, Father's Day, Teacher's Day, Youth Day, etc., to "keep away from colds, keep away from fatigue" as the theme, to carry out a series of large-scale activities. Experts are invited to give on-site lectures and answer questions.
Because of the technical difficulties of this series of products, the general customer does not understand the mechanism, then take the form of on-site knowledge quiz, the answer to the question of the customer to give a certain sample. You can also take the scene free use, so that customers feel the efficacy of the product in a short period of time, to achieve immediate results.
Promotional activities in the first year is expected to invest about 300,000 yuan.
Long-term promotional strategy
After the company successfully gained a foothold and stable financial support, we will gradually expand the strength and scope of publicity, and strive to make the "anti-viral biochip" brand y rooted in people's hearts.
Television
Television advertising covers the widest range of target consumers and conveys the most direct information. Through the simultaneous transmission of images and sound, it can stimulate consumers to the greatest extent possible, make the product image accepted by consumers, and thus enter the market at the fastest speed. Recent data show that television advertising has increased, the proportion of the advertising market rose to 41%. Therefore, television advertising will be the focus of the promotion of "antiviral biochip" when it enters the mature stage.
The advertisements should emphasize the product's preventive and therapeutic effects on colds and flu, as well as its lack of toxic side effects. The advertisements should be related to family themes.
Time will be mainly concentrated in the evening prime time every day, a family sitting together to watch TV, produce interest in this product, supplemented by some non-prime time, such as: before and after the TV series broadcast, or interrupt advertising. In some of the major television stations to put.
In the shooting of TV commercials, you can target different segments of the market, the launch of different series, with different episodes and content to target housewives, the elderly, students, white-collar workers and other people.
Network
Nowadays, the network has also become a key target. The network has the characteristics of fast dissemination speed, lower cost, and various forms, which are favored by the majority of customers and manufacturers. We publish advertisements about our series of products on websites about health and wellness, which are dominated by warm tones to give people a warm feeling. In the health columns of Sina, TOM and other portals, we publish advertisements and design links to our company's website for relevant information. Also in Baidu, GOOGLE, Yahoo and such search sites, buy keywords, such as: "prevention of colds", "treatment of colds", "elimination of fatigue", etc., linking to the product's related information. You can also conduct online questionnaire surveys, customer comments and suggestions on the product timely feedback in the company's database.
Magazines
Magazines are credible, reputable, good printing and other characteristics, and effective for a long time, strong circulation. And recently reading magazines has become a habit of most urban people, the higher the income level, the higher the proportion of reading magazines, women are higher than men, the age of 16-40 years old, and our target consumers. For the target customers in the pregnant women, students, children, the elderly and white-collar workers, etc., combined with the actual situation of the product, we can produce beautiful color pages, in color and creative highlights, and put forward the concept of health prevention. In view of the high cost of production and printing relative to the newspaper, the content of the form design can be one, arranged for each issue.
Advertising in magazines, but also consider the segmentation of the two parts of the market, mainly for the susceptible population, but also take into account the fatigue of the population, etc., to choose the following major magazines to publish color ads: "Friends of Health", "Family Doctor", "Fashion and Health" and so on.
Production management
1, site selection and layout of the site selection reasons
2, storage and transportation
To today's production enterprises, from the procurement of raw materials, to the formal production, and then to the finished product on the market, the efficiency of the entire logistics process is directly related to the enterprise's operating costs and profit margins. Decided to use the form of outsourcing, that is, to hire a professional logistics company for the design and implementation of the logistical assurance. Finished product inventory in the early stage, also by the professional logistics warehousing company agent. After several years of development, the formation of large-scale production, our company to establish their own specialized warehouses, unified management of products, reduce costs.
Raw material procurement
The raw materials for the production of "anti-viral biochip" are mainly electrical components, plastic shells, etc. These raw materials can be easily obtained from the market. These raw materials can be easily purchased from the market, and from a variety of sources to ensure the supply of production to meet the mass production. However, in order to reduce costs, we publish purchasing information on the Internet, sign agreements with several suppliers that are close by, of high quality, at the right price, and fixed to form a long-term partnership, and also build a complete and optimized supply chain with the sales department***. The delivery of raw materials is provided by third-party logistics.
In-plant production
Adopting the principles of Japan's "Lean Production Model", we eliminate all waste. Material Requirement Planning (MRP) is prepared in a timely manner based on existing and forecasted orders to minimize ineffective inventory; production adopts the order-drawing mode rather than the raw material push mode; every employee is involved in quality management, and efficiently handles information or problems in the process of plan execution; decision-making should be quick and execution should be strong to ensure timely control.
Outsourcing
Initially, due to the production volume and the company's scale is not very large, the company plans to take the way of cooperation with outsourcing companies, the assembly of products and product testing outsourcing. As this series of products are patented to prevent misappropriation by unauthorized persons, the production of the core component, the chip, will be done by the Company itself. In the long run, the Company expects to conduct a detailed evaluation five years after operation to assess whether to start building its own production line or to continue the outsourcing method, depending on the operating conditions.
Technical service and maintenance system
In terms of after-sales service, since the products of this project are developed and designed by the Company itself, with patents, and the number of sales has not yet reached a critical mass in the early stage of the sale, the Company initially adopts the method of sending specialists to carry out maintenance within the Company. In particular, we would like to emphasize that we hope to reduce the problem of after-sales maintenance through the continuous improvement of technology and the control of product quality and excellence rate. With the development of the company in the future, we will train professional maintenance personnel in major cities and regions to establish maintenance outlets to serve the company.
Technological risk
Products are patented products, the national policy on the protection of intellectual property rights in the implementation of certain problems, the fight against counterfeit and shoddy products, is still a major event in the development of the country; high-tech development is very fast, shortening the lifecycle, the possibility of substitution is increased; the customer's acceptance of the new product is still a problem, the use of the product may change the traditional way of prevention and treatment; national policies related to the production, sales, inspection and advertising of medical device products.
The way to avoid
Keep abreast of the national policy dynamics and take appropriate measures. Increase the R&D expenses and strengthen the technological advantages of the products. Cooperate actively with the relevant authorities to combat counterfeit products.
Competitive analysis
In terms of market competition, we have fully considered the existing market situation, and now we are analyzing Porter's five competitive forces: