Harbin Pharmaceutical Marketing Promotion Case
The success of Harbin Pharmaceutical Group mainly benefits from the leading idea of "business capacity is greater than production capacity", and expands its business capacity by responding to market demand.
First, the marketing strategy of Harbin Pharmaceutical
(A) China pharmaceutical industry market analysis
1, the game situation during the day
In 2000, the state lowered the retail price of drugs three times, and the market pricing principle of drugs not controlled by the state began from 200 1. The average price reduction of drugs is above 10%, which has brought great impact to pharmaceutical companies. Pharmaceutical enterprises must take measures to meet the challenge and make efforts to prepare in two aspects: first, comprehensively strengthen cost accounting and material purchase price comparison management to minimize production costs; Second, continue to expand market share, and strive to minimize the risks brought by price reduction to production and operation through scale operation. In order to achieve economies of scale and expand market share, pharmaceutical enterprises generally adopt intensive advertising marketing strategies to rapidly increase the brand effect of products in the market in the shortest time.
2, the challenge of WT0
China's pharmaceutical industry is generally facing challenges from the global market environment. For example, most of the products of Harbin Pharmaceutical Group, Huabei Pharmaceutical and Shanghai Pharmaceutical are western medicine products, and 99% of them are generic drugs. That is to say, once China joins the WTO, it will need to pay a lot of license fees to foreign manufacturers with pharmaceutical patents.
In order to meet the challenge of WTO, China pharmaceutical enterprises must accelerate the pace of market innovation and product innovation.
(B) Harbin Pharmaceutical's intensive advertising marketing strategy
1, the magic weapon of Harbin medicine? Intensive advertising strategy
The star of market hype in 2000 was undoubtedly Harbin Pharmaceutical Group. In one year, Harbin Pharmaceutical Group spent 654.38+0.2 billion on advertising fees, which boosted sales revenue by more than 6 billion yuan. Although the profit disproportionate to the sales growth has attracted many questions, the name "Harbin Medicine" has finally been remembered by people after being bombarded and talked about.
The success of Harbin Pharmaceutical Co., Ltd. is closely related to advertising, which can be seen from the success of Harbin Pharmaceutical No.6 Factory. In the 1990s, Harbin Sixth Pharmaceutical Factory was still a big loss-maker. At that time, Wang Xiangyin Bank, the factory director, borrowed 6,543,800 yuan, which was used for advertising 800,000 yuan. Everyone in the factory was frightened. At that time, people had no concept of advertising, and they went out for 800 thousand, unlike buying fixed assets, and saw nothing. I remember the first advertisement was to save money.
This was taken by Kim's family. A total of 3000 yuan was spent, and it was given to two actors of Harbin Repertory Theatre 100 yuan. As a result, the sales revenue of that year was 10 million yuan. Harbin No.6 Pharmaceutical Factory is the authentic beneficiary of advertising. The same product in the same area can't be sold by other factories 19 yuan, but the No.6 Harbin Pharmaceutical Factory sells it in 25 yuan, so it is out of stock.
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