In 2002, in order to cooperate with the national marketing activities of Jiaotong University Xinrong, and further help the markets all over the country to do a good job in market planning in a planned, step-by-step and orderly manner according to the planning requirements of different markets at different times, seasons and regions, an executive manual was specially prepared with various promotional accessories. On the one hand, the office is set up by itself, on the other hand, powerful dealers can get some inspiration from it. Dealers with poor planning can also follow the gourd painting gourd ladle. Practice has proved that in the past two years, we have not done any media advertising, built our own office, and expanded a product from one market to the whole country, with sales returns ranging from 0 to tens of millions.
First, marketing ideas.
1, guiding principle: community (community), terminal, TV, newspaper, radio,
2. Publicity objectives:
(1) Solve the problem of consumer identification and increase sales;
(2) publicize two points that distinguish the treatment of heart disease from others:
Treatment of heart problems (myocardial cell injury; The heart is weak in pumping blood)
Start with blood vessels and blood parts to improve blood microcirculation in an all-round way.
(3) Jiaotong University Xinrong has a unique formula and a clear curative effect.
3. Market strategy:
Strong and experienced dealers will focus on the central city and radiate to the surrounding areas, focusing on attacks and breakthroughs, with few but precise attack points, accurate and ruthless. ※.
Dealers with average strength suggest attacking the regional cities that can most affect the central cities first, so as to achieve regional breakthroughs and surround the digestive central cities. ※.
4. Publicity strategy:
Make use of community (free clinic) publicity such as rehabilitation guides and exhibition boards, and cooperate with a series of promotional activities to publicize products and create momentum. ※.
This paper mainly introduces the mechanism, efficacy and scientific content of Jiaotong University Xinrong, so as to show that Jiaotong University Xinrong is superior to similar products. ※.
A century-old school-Xi Jiaotong University produces excellent products, and its curative effect and service are guaranteed. ※.
5, product positioning
(1) indications: coronary heart disease, angina pectoris, myocarditis, cardiomyopathy, myocardial ischemia, hypoxia and various heart diseases caused by myocardial injury, and can also be used for treating chronic heart failure.
Indications: myocardial ischemia, myocardial injury, chest distress and dull pain, angina pectoris, palpitation and shortness of breath, palpitation and heartbeat, purple lips, dizziness, listlessness, pale face, arrhythmia and arteriosclerosis.
(2) Selling point: The human heart is mainly composed of myocardial cells. Myocardial injury and myocardial ischemia and hypoxia are the main causes of various heart diseases, which will aggravate myocardial injury and lead to ischemia and hypoxia. Xinrong of Jiaotong University can repair damaged myocardium, increase myocardial blood flow, reduce myocardial oxygen consumption, enhance cardiac pumping function, increase coronary blood flow, soften and dilate blood vessels, reduce blood viscosity and improve microcirculation.
(3) The honor mechanism of Jiaotong University:
Heart and myocardium: repair damaged myocardium, improve myocardial nutrition and energy metabolism, enhance myocardial contractility, improve cardiac pumping function, reduce myocardial oxygen consumption, improve myocardial ischemia and hypoxia, improve myocardial anti-injury ability, and quickly restore heart health, thus treating coronary heart disease, myocarditis and cardiomyopathy.
Coronary blood vessels: soften and dilate arterial blood vessels, increase coronary blood flow, improve myocardial microcirculation and ensure smooth cardiac blood flow.
Blood: By promoting blood circulation and removing blood stasis, benefiting qi and enriching blood, reducing plasma lipid peroxide (LPO), scavenging free radicals, increasing SOD activity of red blood cells, reducing blood lipid and blood viscosity, improving oxygen carrying capacity of red blood cells and improving blood quality.
6, propaganda means:
(1), newspaper advertisements in central cities (key cities) (hard and soft)+feature films (daytime)+terminal construction+conference marketing.
(2) Non-central city (general prefecture-level city) community free clinic promotion+feature film (daytime)+newspaper advertisement (soft foundation)+terminal construction.
7. Publicity requirements;
(1), terminal requirements:
Win by more-there are more varieties and quantities than other products, and the momentum is also greater than other products;
Win by reality-paste and self-adhesive paste (self-adhesive must be torn off and supplemented frequently, and general pharmacies and communities observe it twice a week, and replenish it in time if there is a gap);
Win by good-good printing, strong locality, good posting position and good organization;
Win with emotion-through the integration with salespeople and community administrators, each terminal salesperson has become his own salesperson.
(2), combination requirements:
Posters and banners cooperate with regular TV advertisements, newspaper brand advertisements and functional advertisements to create a market atmosphere and make the advertisements of Jiaotong University visible. ※:
Special tapes, rehabilitation guides and posters can let consumers know about the honor of Jiaotong University, make consumers believe in our functions, and thus have a desire for purchasing power. ※:
Decks, display boards and piles make consumers feel an atmosphere infection when buying, and community clinics and terminals can be seen instantly, which directly leads to buying behavior. ※.
Second, the marketing reference
(1) Before listing (see the figure below)
1. allocation
2.① Expand commodity distribution, establish terminal invoicing and sales personnel files.
A requirements: 80% for store A, 40% for store B and 20% for store C.. (Depending on local conditions, this is for reference)
B. product display: the products of jiaotong university xinrong are neatly placed and eye-catching, and promotional materials are printed on the lining.
● Shelf position: placed between 80cm- 160cm.
● Counter position: put more than 2 boxes, with the product name facing up and the front of the package facing forward.
● Store location: the left side of the pharmacy entrance.
(Please meet one of the above three items. See terminal management for details. )
(2) Training business personnel and promotion personnel on business, products and promotion knowledge (attached as required by the salesman and attached as a product consultation manual).
Basic job requirements of sales staff: (a typical working day)
● Arrive at the office (complete necessary paperwork and delivery notes, etc.). )
● Check the ordering and payment status of customers.
● Use the daily visit report to determine the visit target.
● Develop a road map
● Determine the purpose of the visit.
● For each customer, provide the following four aspects and at least two improvement schemes (distribution, shelf display, price and promotion).
● Determine the required sales and marketing materials.
● Leave the office and visit shops and pharmacies (distribution, commodity display, price, competitors, inventory and shortage, terminal promotional materials).
● Explain and demonstrate (explain product knowledge and promotion skills to sales staff, and negotiate with customers to introduce products in a targeted manner)
(3) Strengthen the terminal display and refine the terminal packaging (stores that have the honor of Jiaotong University should also have publicity materials as far as possible. The following requirements shall be subject to the stores cashed by Jiaotong University in principle)
Requirements: 90% for terminal packaging in Store A, 70% for terminal packaging in Store B and 40% for terminal packaging in Store C (depending on local conditions, this is for reference).
Principle:
● There are display boards or lintel banners at the entrance of the terminal building ● There are 1-2 kinds of rehabilitation guides and desk cards on the counter.
● There are POPs or posters hanging in the store (there must be two of the above three).
④ Measures:
● Exhibition board requirements: It is best to put the exhibition board on the left side of the terminal door, maintain good relations with the store and put it away regularly. The production quality should be light, not easy to fall, and the visual effect is good. The price is around 40 yuan/month, and the company provides exhibition board pictures.
(Yes, in principle, all exhibition boards can be placed above Store B, because there are many small terminals, and the door effect is good. In principle, where there is honor, there are exhibition boards. ).
● Banner requirements: There are lintel banners and community banners, but the contents are basically the same, which can set off the market atmosphere.
Content reference: See the attached promotional materials for details.
The company headquarters collects excellent banner advertisements from dealers at all levels all the year round and rewards them.
Production requirements: red cloth with yellow characters, 6m- 12m long and 50cm—90cm wide,
Hanging place: hanging terminal lintel, hanging community or street.
Hanging requirements: 200-500 in big cities, 50-200 in small and medium-sized cities, and hanging at the same time within 4 days.
● Poster or sticker requirements:
The purpose of the poster is not only to promote the brand, but also to promote the efficacy. It is a weapon with low price, complete functions and outstanding effects in terminal publicity materials.
When funds are tight, the terminal layout is not required to be complete, but the key points should be highlighted, with the focus on posters, which are suitable for posting in various terminals. Conditional can also be posted continuously on buildings on both sides of key streets and bulletin boards in family communities to form a regional propaganda atmosphere.
The preferred position for the poster layout of the terminal pharmacy is the 1.4m- 1.8m high wall or the glass of the store, followed by the walls on both sides of the counter in the store. Choose publicity columns and prominent positions in communities (such as hospitals, clinics, neighborhood committees, passenger terminals, market trade, etc.). )
Paste the same poster continuously, paste two "I" characters horizontally and three "Pin" characters in four directions to enhance the visual effect.
Note: Posting in the city should be arranged indoors first. If posted outdoors, we should pay attention to coordinating the relationship with sanitation, urban management and other departments, and all localities should unify their forms to maintain the scale effect and overall image.
2. Promotion:
(1) Liaison with publicity materials, popular science articles, media and relevant publicity departments.
(2) The implementation of the car sticker scheme.
● Car stickers are an effective way to set off the market atmosphere. The company headquarters collects excellent car sticker advertisements from dealers all the year round and rewards them.
● Car sticker advertisements are divided into front and rear windshield stickers (with internal stickers and external stickers), and both sides of the glass can also be pasted; If the urban management or sanitation department is not allowed to stick glass, the front of the car can be riveted with iron seal; There are also body advertisements (lobster advertisements).
● Car sticker content: See the attachment and banner content.
● Selection sequence and quantity of vehicles in each market.
● Selection method of vehicle sticker pasting position:
● The size, color and font of car stickers are uniformly designed and printed by all departments of the company, striving for the overall image of the national market. The general size is 75.5cm×20cm.
● Release and maintenance of car stickers: reasonable price and long time; Car stickers can't have bubbles. Check regularly, timely fill the leak, and update the damage in time. The responsibility lies with people and everything is implemented.
(3) community banners and push-pull requirements:
● Push-pull content: Xinrong of Jiaotong University, a specific medicine for heart disease.
The heart of Jiaotong University is glorious, and it has ignited the hope in it.
● Sticking place: push and pull should be placed on the doorknob that can be pasted in family, office and hotel, and quickly pasted in a short time to form a momentum. Banners should also be quickly hung in residential areas and streets where they can be hung, so as to make up the loopholes in time.
(4) tabloid production and distribution requirements:
The importance of tabloids:
A. it has a wide spread and can spread to every family in a short time.
B.it carries a lot of information. You can publish advertisements of efficacy, brand and concept in all directions, and introduce the product function, efficacy comparison and treatment mechanism in detail. In particular, information that cannot be published in the official media but is necessary to stimulate purchases can be conveyed through tabloids.
C. The cost is low, calculated by a family of three, 1 00000 copies, printing110000 yuan, delivery fee/newspaper clipping fee, and the advertising fee per thousand people is less than 30 days.
D. Consumers seldom read tabloids now and will be interested.
● Tabloid production: "five characteristics": dealers with average ability can directly use the tabloid samples of the company headquarters, and dealers with strong ability suggest making improvements on the basis of sample reports.
● Tabloid production: The principle is inflammatory and reflects the true feelings of the world. Must be:
A sample reports of big frames, big articles and big structures are distributed by the company headquarters, and the typical cases in them are replaced by local ones, which are collected by local managers to highlight the places.
B. Carry out comparative publicity and quantitative publicity on the curative effect, and "the curative effect is objectively measurable".
C. promoting scientific concepts; Popularize the knowledge of treating heart disease.
Low tabloid content reference:
A. efficacy is the main line, case is the key point, and brand is the foil.
B. Central cities pay equal attention to treatment and prevention, while regional cities only talk about treatment and promote it as a new special medicine.
C. soft text plus case is a classic model, using typical cases. (1) Award-winning essay: The title should be attractive, the language should be simple, and it often appears in the form of a thank-you letter. 2 medical expert comments: let medical experts write soft articles to introduce the medical knowledge of heart disease, and finally add cases. ③ Choose "Jiao Tong University Xinrong Old People's Health" once a month, introduce a healthy star, and let the parties introduce themselves and talk about the changes after taking Jiao Tong University Xinrong. (4) Publish the family photo of the consumer next to the case to increase the credibility, and of course, obtain the consent of the consumer).
D. Readability and preservation value of tabloids: (1) There is a prize-winning newspaper reading activity, and the prize can be the honor of Jiaotong University. Set up an interesting column in each issue, such as comics, humor, encyclopedia of life, how to educate children, psychological counseling, aging and so on. )
E. Printing requirements: ① Keep the price low and the paper good. ② The printed handwriting is clear, the typesetting is good, and the pictures are layered. Don't forget the telephone number, but don't publish the address and name of the company.
F. tabloid publishing requirements:
(1) If there are many newspaper subscribers in the city, which is greater than the retail volume, it is suggested that the newspaper clipping should be done once a month in the central city, with 200,000 copies per time. If the city's retail volume is greater than the number of users, then it is recommended that the community deliver goods to households.
(2) If the local dealers are short of manpower, it is recommended to find a local professional distribution company at a price of 0.04 yuan/copy, and the local manager can send someone to review it.
(3) If the local dealers have sufficient personnel and rich experience, they can also deliver the goods themselves. Training, arranging routes, time and inspection (see tabloid delivery system for details). The inspection form is as follows:
④ The principle of issuing tabloids: "from top to bottom, from outside to inside, from far to near".
3. The focus of the advertisement:
(1) newspaper advertisement:
A. Selection of newspaper types: handle the relationship between party newspapers, daily newspapers, evening newspapers, business newspapers and TV newspapers (the former has low price, low circulation and circulation rate, but high credibility and authority, and can do full-page publicity and series advertisements; The latter has high price, high circulation and circulation rate. On the basis of moderate hard advertising, you can add more cheap soft articles or press releases, and you can get on well with editors and reporters and publish them in the best position.
B. the form of newspaper content: the policy of small layout and multiple frequencies.
Two content forms:
● In a well-managed city, efficacy advertisement+popular science soft article+topic flower: hard advertisement focuses on "the new breakthrough in the field of heart disease in 2 1 century" and the unique treatment mechanism of Jiaotong University, see * * version of Hotspot Tracking, while * * version is a popular science soft article introducing the product background and detailed mechanism of Jiaotong University, which can be exaggerated as appropriate; Like flowers, when promoting the efficacy of Jiao Tong University's honor, you can also add a sentence "Look at the * * version of hot spot tracking" and look at the * * version of popular science soft articles. Popular science articles can be named after experts, exaggerating the relevant knowledge background of Jiaotong University.
● In cities with loose management, popular science hard page advertisements (large ones) are the main ones, and flower advertisements are appropriately increased to expand the publicity on the efficacy, mechanism and use background of Jiaotong University.
C. layout style and location:
● Headlines, small pages. Choose a topic about the life of middle-aged and elderly people or a social news page. The whole page is black and white, and red can be set according to the price; If the full-page content is a color version, you can choose a black and white version.
(2) TV advertising:
A. jiaotong university xinrong is a new product. In the early stage of listing, feature films were the main products, and in the middle stage, brand advertisements were the main products, which gradually exceeded the amount of newspaper advertisements. In principle, you won't start advertising on TV just after listing.
B. Time selection: cheap, suitable for middle-aged and elderly people to have time during the day, and the length is between 1. -2. Minutes.
C. column selection: middle-aged and elderly life columns, emotional TV dramas, operas, entertainment variety shows, etc.
D. Fence broadcasting: Every day, the frequency is different, and it increases and decreases the next day.
E. Adjustment of TV advertisements: TV advertisements are not easy to change for a period of time and are relatively dead advertisements. It is suggested to make corresponding adjustments every week, and add different subtitles according to the progress of the market and the arrangement of promotional activities, so that middle-aged and elderly people can always feel the impact of new information.
③ Broadcast advertisement
A. Investigate the interest of middle-aged and elderly people in local cities before deciding whether to broadcast.
B. The broadcast focuses on experts' answers of 10' or 20' or 30', and appropriately increases brand advertisements of 5 "or 10". The brand advertisement can be: "The proud heart of Jiaotong University, the specific medicine for heart disease;":
C broadcast topics can inform consumers of * * time * * content in newspapers or TV advertisements.
D. experts must be familiar with product knowledge, have care for middle-aged and elderly people, and have the ability to improvise.
4. Festival publicity suggestions:
① There are two festivals in 65438+February: Christmas and New Year's Day.
(2) "Christmas" and "New Year's Day" can be the last page for children to say hello to their parents.
A. Content reference: Thanks to the parents' upbringing, the child is old and married, but the parents are physically rickety and have a bad heart. They often want to exercise, but their hearts are too strong to do so. Their children's eyes are full of anxiety. Today, they finally found the honor of Jiao Tong University for you ... Anyone who calls may get a box of Jiao Tong University honors. Pay attention to control. When giving, it will be given according to the city, east, west, north and south.
B. Topic suggestion: Thank you, parents!
(3) It can also be an inquiry advertisement.
A. Topic suggestion: "What did you buy for your parents?" Or "What do parents need most?"
B. content reference: seeing that the child is old and married, parents are willing to do activities but can't. Does the child know? What do parents need most? What they need most is no heart disease. There are many such products, but we should choose the best for our parents. Jiao Tong University is proud and developed …
(II) Mid-term listing (see the figure below)
1. Distribution:
① Distribution: Expanding the distribution rate of Store B and Store C can increase 10-20%.
② Product display: as mentioned above.
③ Salesman's work: Business personnel are managed by regions, with store A at least 1 time every 2 days, store B 3 days 1 time, and store C 0 weeks 1 time. Inspection: product display, terminal packaging, feedback from sales staff, announcement/sales of competitive products in the market, and terminal delivery.
④ Relationship with sales staff: Business staff and terminal sales staff can hold 1 parties or give some gifts to terminal sales staff, such as 20-40 yuan cups, cosmetic bags, etc. At the same time, communicate product knowledge and promotion skills.
⑤ Terminal packaging:
A. In addition to the existing terminal packaging, it is necessary to strengthen inspection, make up for any leakage, and add a publicity material: poster, which is used in combination with the poster.
B. Poster use location: community bulletin boards and crowd rest activity centers in prefecture-level cities (can be posted).
C. Poster content: Make the case into an 8K poster in the form of a thank-you letter, highlighting the symptoms before taking it, the feelings during taking it, and the obvious improvement to health after taking it. You can add some common sense of life and health science to increase your credibility.
D. paste method: it is best to use it with posters. Generally, two posters are posted side by side, one in the middle and two on both sides.
A. Note: You should sign an agreement with the consumer in advance.
2. Promotion:
(1) Recruitment promotion lady. Requirements: Experienced in sales promotion, articulate and enthusiastic.
● The manager should train them in product knowledge and promotion skills, including enterprise introduction, product knowledge, work discipline, promotion requirements and essentials. , should be completed in one day, at the same time, the basic amount of promotion and incentive measures are formulated.
● Weekend promotion, collect the required materials early on Saturday and report the situation on Sunday night.
● Choose points: not too many, with emphasis, and all points should be in the east, west, north and south.
(2) tabloid production and distribution requirements:
A. Focus: Match the activities with tabloids, and use tabloids to expand the publicity effect of the activities advertisements. "Wanted 100 patients with heart disease" and activity advertisements refer to promotional public relations advertisements represented by free clinics.
Tabloid newspapers can not only predict the time, place, scale, content, characteristics and so on. The next campaign advertisement will also announce the results of last month's campaign, so as to expand the influence of the campaign and prolong the effect of the campaign advertisement. At the same time, relevant information (typical cases, expert speeches, etc. ) in the activity itself and during the activity.
C. show the true feelings of the world and create an atmosphere of love. The second prize of Jiaotong University Xinrong is to create a simple and loving atmosphere and sell Jiaotong University Xinrong products in love. For example, the changes of middle-aged and elderly people before and after giving gifts to the elderly association, or a typical case of helping him or her overcome diseases, is full of love and is very inflammatory.
D. The layout is beautiful and concise, the title is big and eye-catching, the content is concise and clear, there is no typo, and the printing cannot penetrate ink.
E. Preparation before distributing tabloids (if you can't cut the newspaper): First, fold the tabloids. Take advantage of rainy days and normal meeting hours. Fold the tabloid in half along the content, so that the theme of each issue of Jiaotong University Xinrong tabloid is outside, generally 800 copies/hour. Secondly, bundling 200 folded tabloids can not only count the number of newspapers, but also easily grasp the number of residents at the newspaper distribution point that day.
③ The promotion activity "Recruitment for Xinrong of Jiaotong University 100 Heart Disease Patients and Free Clinic Activities" is attached.
3. The focus of the advertisement:
(1) newspaper:
A. Give priority to small layout+topic flowers+popular science articles.
B.500-800 words of popular science articles, on harm, on machine quantity, on symptoms and on efficacy.
② TV:
Mainly TV feature films, according to the situation in January, multi-frequency continues during the day, the market moves quickly, and it can also be broadcast at night.
(3) Broadcast advertisements:
A. you can play more brand efficacy advertisements and change styles.
B. Make radio advertisements, keeping two main lines, one is the product name, put it at the end, and continuously broadcast the consultation or sales hotline; But the fixed language and music when Jiao Tong University's heart glory appeared;
Broadcast topics can give consumers tips in newspapers and TV.