A clear consumer for the core of the work.
The following issues in the discussion of the prerequisite is that we should be clear that our terminal work should be centered around the core issue is the purchase of consumers. That we are involved in the OTC terminal marketing work is an important part of the OTC product marketing process rather than all, we do all the work should be centered on allowing consumers to buy our products to complete the behavior as the core content to start, that is, the final realization of product sales.
Two, the homogenization of marketing model change is to expand the product market share of the guarantee.
At the same time, we also need to clearly recognize that many OTC companies are mainly faced with marketing problems is how to grow their own product market share? At present, the OTC market has developed to the present day, in various fields of fist products and leading brands of products have been through these years of market accumulation and the initial formation. The market share of a certain type of product has gradually stabilized, and the competition between products tends to be more and more mutual market share predation. The same kind of products through mutual competition to *** with the expansion of market share of the product category is less and less, there are also mainly in a class of products in the market segment. For example, the throat class in the treatment of pharyngitis products in the overall market share in the expansion of the state, gynecological inflammation class of traditional Chinese medicine anti-gynecological inflammation class market share is also in the rising stage. The market share of cold and flu, vitamins, calcium supplements, antifungal topical drugs and so on are all stabilizing. Therefore, for the current market after the entry of the product, want to shake and replace the leading brands in the field in the short term, the difficulty is very great. This not only requires a huge market investment costs also need to use time to accumulate. At the same time, we must also weigh the product into the market situation and the market situation of competing brands. And in the current homogenization of products and homogenization of marketing means of the era, shake and replace the leading brands in the field, in addition to the cost of investment, if the lack of strong channels and end of the marketing means, the chances of success will be very slim. If successful is also guerrilla warfare type of local effect, can not form a strong climate. Therefore, how to avoid the homogenization of the marketing model, at the same time the local success of the effect of systematic summary, the formation of regularity of experience, so as to carry out a comprehensive attack with certainty, and ultimately achieve a full line of victory is the following we focus on the OTC terminal marketing model of the core content of the change.
Three, regional differentiated marketing concept to guide our management.
The most effective way to solve the homogenization of the marketing model is to carry out regional differentiated marketing, China has 56 nationalities, 9.6 million square kilometers of land, 5,000 years of uninterrupted history of civilization, which is not just a purely numerical concepts, geographic concepts and concepts of time, which reflects the diversity of the Chinese culture, the differences and the profound impact on people's mindset, the concept of consumption. The huge number of pharmaceutical commercial enterprises and retailers in the industry makes the environment of the pharmaceutical retail industry even more complicated. By the end of 2003, there were more than 17,000 pharmaceutical wholesalers, 1,216 retail chain enterprises, and 178,017 terminal pharmacies, of which 67% were chain pharmacies, with a turnover of more than 14 billion yuan. The detailed management of marketing activities we seek is mainly reflected in how to effectively manage and implement differentiated marketing tools. Each OTC enterprise in the development of OTC marketing market terminal promotion program, need to avoid the national one-size-fits-all approach, should be for different regional markets on the basis of the principle of differentiated marketing. For the national market, we only need to formulate the goals and objectives of the terminal promotional activities, planning out the overall cost of input and terminal effect and output principles, as well as activity monitoring measures. All these are the concept of the overall principle, while the specific means and and action programs, implementation standards should be further developed according to the characteristics of each regional market. This requires changes in the marketing organizational structure of OTC enterprises, the need to meet and ensure the smooth execution and implementation of such differentiated marketing tools organizational structure. The following describes the adjustment of the organizational structure.
Four, OTC marketing is the concept of team marketing, the strong construction of the grassroots management team is an effective guarantee of organizational management and execution.
The most obvious feature of OTC marketing in pharmaceutical marketing is team marketing, in order to adapt to the regional differentiation of marketing, strengthening the construction of grassroots management team is the key issue in the construction of personnel. It is the strong implementation of our marketing activities to ensure that, at the same time, it is also our marketing management to the grassroots level of the strong backing. It is the smallest team for the concrete implementation of our action plan, but also the differentiation of the final implementation of the action plan for the differentiated marketing in each region. At present, many OTC terminal work to carry out better enterprises have terminal work to the prefecture-level cities and even county-level cities. The management of prefecture-level or county-level OTC supervisor is that we need to focus on training and guidance of the team elite. At the same time for the current characteristics and conditions of the terminal pharmacies, our OTC representatives need to further division of labor and cooperation, currently by a single OTC representative subdivided into three types of work. One is to daily terminal visits, maintain good customer relations as the main content of the work of the market promoters. The second is the market promotion personnel who mainly focus on the overall cooperation of chain drugstores and point-of-sale promotion of terminal drugstores. The third is to carry out point-of-sale promotional staff in large pharmaceutical supermarkets, stores, affordable pharmacies, she includes resident salespersons and temporary point-of-sale promotional activities of the temporary salespersons. According to the characteristics of the drugstore according to the nature of the work of the OTC representative for the division of labor, can effectively bring into play the efficiency of the staff. On the other hand, the very key management cadres is the regional manager, they generally manage the neighboring provinces and cities with similar economic and cultural, commercial and retail conditions, which is the largest area with a certain degree of differentiated marketing. OTC enterprises nationwide overall terminal marketing program of the first step of the first step of the refinement of the differentiated program of action in the introduction of the large region. Therefore, the higher level of requirements and training for regional managers is a necessary guarantee that the management and execution can be carried out according to the company's requirements. At the same time such an organizational team requires us to OTC terminal work guidelines must be in accordance with the actual needs of a certain percentage of the selected terminal surface as the scope of our work, and in the work of the terminal within the scope of the development of focus and non-focus on the terminal, as well as the focus of each terminal work to distinguish. This is in line with the working state of the terminal reasonable point and surface combination.
Fifth, the retail terminal work must focus on the organic combination of point and surface.
Previously, many OTC companies, especially manufacturers of well-known OTC brands have focused on the terminal work in the center of the city in a smaller number of key terminals. This terminal work is the main human and financial resources invested in a small number of key target terminal pharmacies, increase the focus and target pharmacies, according to the law of 2:8 to bring the surface, to create a terminal sales atmosphere. Here we have overlooked a problem, the current terminal pharmacy has undergone great changes. First of all, the size of the terminal pharmacy and standardize the difference between the geographic area has become smaller and smaller, the former center of the city to decorate the size and area, as well as the flow of people and the turnover of the pharmacy, and now in the prefecture-level cities and even counties have, 2:8 principle of the 2 is being extended to the peripheral cities, which determines our terminal work must be extended to the peripheral cities in addition to the center of the city. Secondly, the large and medium-sized pharmacies in the central cities are listed as target working pharmacies by almost all OTC manufacturers of strong brands, which, together with the terminal work of other non-branded products, makes the terminal work in the central cities extremely competitive. Finally, with the deepening of China's health care system reform, the establishment of urban and rural health insurance system, whether the center of the city or the surrounding cities of the medical card has stimulated and driven the sales of the terminal pharmacy, the terminal pharmacy work on the face of the unfolding of the importance of the day now.
Sixth, the terminal of the effect of the work to pay attention to the analysis of the weight of the input and effect assessment.
Terminal work includes many aspects, summarized in the following aspects, 1, for the terminal sales atmosphere to enhance the content: the product model box display stacking, product light box advertising, window advertising, shelves on the product of a variety of introductions and prompt materials. 2, for the product itself to attract consumers: product display cabinets, product packaging, product labels, etc. 3, for sales staff to recommend and maintain the product. 4, for the product, the product, the product and the product, the product and the product. 5, for the product, the product and the product. 6, for the product and the product. 3, for sales staff to recommend and maintain the product work: sales incentives, fellowship training activities, etc. 4, point of sale site for consumers of the promotional activities. Regardless of the form of terminal promotion, we need to clarify the concept of terminal promotion project weights and thresholds. First of all, the terminal promotion work of each single project can play a certain proportion of the overall terminal effect for the terminal effect of the project weight. For example, the product counter display, product model box placement, product promotional materials released, product window advertising and other projects in the terminal effect (mainly reflected in the promotion of product sales to enhance the size of the role played by the size of different Billy's weight. The terminal effect of each promotional activity played by the project has a certain limit. Unlimited increase in the cost of a promotional activity, its ability to achieve the role of product sales is limited, and is not directly proportional to the input rise. Therefore, reasonable terminal promotion activities project costs and reasonable choice of project investment, so that the cost of each project to achieve rationalization of the cost of the project is the key to guide our terminal promotion activities project costs. Secondly, the terminal promotion cost investment and terminal effect is not proportional to the curve relationship, the terminal effect of each terminal promotion project terminal effect of the cost investment/effect into the parabola. The following chart: each terminal promotion activity project has an economic investment point, that is, the minimum input to obtain the maximum terminal effect, the threshold for the project. The greater the weight of the terminal promotion program, the greater the absolute value of the threshold. The weight of each promotion program is constantly changing with the changes in the market. In short, measuring and evaluating the weights and thresholds of terminal promotion activities is the prerequisite preparation for the placement of our terminal promotion activities. It is also necessary to ensure the effectiveness of our promotional program selection and project cost investment. For example, the product in the terminal pharmacy display superior position on the product sales to enhance the impact of a certain weight, when the pharmacy requires manufacturers to pay display fees, if the cost of more than a certain amount that is the threshold, the display activity is meaningless, we recommend that the cancel the activity, instead of choosing other promotional items.
Seven, the terminal pharmacy hierarchical management of change and work in combination with the primary and secondary.
The traditional pharmacy A, B, C three-level classification or A, B, C, D, four-level classification, has become increasingly unsuitable for the current changes in the work of the terminal pharmacy, the current changes in the terminal pharmacy are mainly characterized by the following: 1, the number of single-unit drugstores is becoming less and less, the chain of drugstores is becoming more and more standardized, systematic, and each chain of pharmacies across the region, inter-regional operations are more and more and the quality and quantity has also improved significantly. The number of single drugstores is decreasing, the number of chain drugstores is becoming more and more standardized and systematic, the chain drugstores are operating more and more cross-regionally and regionally, and the quantity and quality have also been significantly improved. 2, the operating area is small, the quality of the staff is poor in small drugstores in the fierce market competition gradually disappeared. With the development of GSP work, some pharmacies less than 40 square meters were eliminated from the drug retail market, and replaced by a standardized pharmacy that meets the requirements of the national GSP certification. The state in the field of drug business to implement GSP certification, by the end of this year, all the drug business enterprises will get the "Drug Quality Management Standard" certification, which will make China's drug business enterprises operate in strict accordance with the law, the day-to-day management will also be further standardized. At the same time standardized management also improve the efficiency of the pharmacy and the basic quality of the staff and professional knowledge. 3, the intensification of competition in the market environment is to make the pharmacy single product profits generally lower to improve the overall sales of the drugstore that is the business philosophy of small profits and high sales has become the main idea of the operation of the drugstore. At the same time, the business center of gravity turned to better meet consumer demand, and constantly adjusted in the shopping environment and level of service to adapt to the pressure from consumers 4, the pharmacy business diversification, from the single deposit to sell drugs to sell health, to sell health and beauty and then to sell health and convenience. For example, increase health care products, valuable Chinese herbs, increase the sale of non-pharmaceuticals such as cosmetics, daily necessities and other health-related products, as well as the introduction of convenience foods, beverages and daily consumer goods, lottery tickets, telephone cards, public transportation cards, newspapers and magazines, typing, photocopying, dry-cleaning, printing, ticket booking, public telephones, and other services to improve the overall profitability of the drugstore.5. Strengthening the strategic cooperation with the suppliers and producers. Make full use of the drugstore site resources to obtain non-sales profit growth, such as product shelves fees charged, the store product advertising fees, product store display, stacking, product promotional activities, as well as manufacturers of promotional staff management costs and so on.
In the face of changes in the terminal pharmacy, we OTC manufacturers corresponding terminal promotion work should also be adjusted accordingly. Especially at present, under the hot state of affairs of the pharmacy chain joining, the characteristics of the pharmacy can not be simply divided into A, B, C three levels of management and work. The true reflection of the characteristics of the drugstore is the guiding standard of the drugstore hierarchical management. From the terminal working method, the terminal working method for single drugstores and the terminal working method for chain drugstores and there is a big difference between the chain drugstores, directly-managed drugstores and franchised drugstores and there is also a difference between the chain drugstores. Therefore, in favor of the current new form of terminal pharmacy management classification should be, according to our OTC staffing will be divided into the terminal pharmacy terminal work we can reach the drugstore known as the target drugstore class, and our work is not yet able to reach the drugstore known as the non-target drugstore two categories. As our terminal work progresses, the number of target pharmacies increases while the number of non-target pharmacies decreases. Target drugstores marked as T (target), non-target drugstores for NT. in the target drugstores in accordance with the characteristics of the drugstore hierarchical management, the first classification according to whether or not the chain is divided, that is, divided into 1, the chain of drugstores class (CH): including chain drugstores directly-managed stores and stores and drugstore publicity and promotional activities by the chain of drugstores unified management of the franchised stores. 2, the single-pharmacy class (NCH): including single-pharmacy and chain drugstores in the autonomous management of the franchise stores. Drugstores and chain drugstores in the independent ability to join the drugstore. The drugstores that have been categorized for a second time, that is, divided into 1, large-scale affordable drug supermarkets (Class A): such as Hunan's old people pharmacy in the country to open the old people pharmacy, Jiangxi happy people pharmacy, etc., as well as some of the chain drugstores to open affordable drug supermarkets, single store. 2, commercial downtown drugstores (Class B): refers to the drugstores mainly in the city's commercial circle. 3, community pharmacies (Class C): including single pharmacies and chain pharmacies in the autonomous capacity of the franchise drugstores. 3, community pharmacy category (Class C): mainly refers to small and medium-sized pharmacies opened in mature residential neighborhoods. 4, factories and mines, hospitals, township health centers and clinics (Class D). 5, other types of drugstores (Class E).
Pharmacy hierarchical management schematic table, as follows: (all can use excel tables for data filtering and pivot analysis)
Pharmacy Name First Class Classification Second Classification Tertiary Classification
No. Head Office Name Branch Name Target/Non-Target Chain/Non-Chain Affordable/Commercial /Community/Hospital/Other
Czechuan-02351 Baixin Pharmaceuticals Longboat Store T NCH C
Chuan-03761 Ziguang Pharmacy T NCH B
Chuan-02670 Derentang Shudu Store T CH B
Shanghai-01356 Lao People's Pharmacy Xiangya Road Store T CH A
The significance of the above reasonable grading of the pharmacy terminals lies in the fact that we carry out differentiated terminal promotion activities for the different nature of the pharmacies. Activities, that is, according to the category characteristics of targeted terminal work. For example, in the three-level classification for the A class of drugstores are mainly stationed in the store sales staff, on-site promotions, terminal interception and counter-terminal interception of competing varieties, to increase the product in the market share of similar products. For class B pharmacies, we mainly carry out promotional activities at the pharmacy terminals, such as POP publicity, point-of-sale window advertisements, etc., which is the main sales position to create a marketing atmosphere. For Class C pharmacies, we mainly select the communities where the target consumers of our products are concentrated to carry out effective terminal promotional activities, and at the same time, we strengthen the role of shopkeepers in recommending the products (due to the fact that the shopkeepers of the pharmacies in the neighborhoods have a higher degree of trust in front of the old customers, and the success rate of recommending the products is high). And for the CH type of pharmacy (chain) terminal work focus needs to strengthen cooperation and strategic alliance with the chain of stores (head office), effective, low-cost use of chain drugstore resources, with the help of its unified management and distribution functions, efficient and orderly conduct of unified terminal promotional and promotional activities.
In short, can not avoid the premise of homogenization of products, we can only avoid homogenization of marketing. This not only requires our organization to have a strong management and execution, but also need to have the right strategy and marketing methods on some core issues. Only in this way can we ensure that our terminal to promote the effective implementation of the work, and ultimately achieve our marketing objectives.