What is the goal of the plan?
What is the basis of planning?
For whom (the object of planning) and who will plan (the relevant personnel of planning)?
Where is the planning (planning location)?
When do you plan and plan the timetable?
What is the planning method?
What are the steps and forms of planning?
The budget involved in the planning.
Structure of planning book-cover, text and appendix
First, the cover of the plan
Four kinds of content:
Name of the planning book: it reflects the planning theme and makes it clear to users at a glance.
Planner Name: Displays the name and circular column of the planning group.
Production time of the planning book: year, month and day.
The number of the plan.
Second, the text of the plan.
Brief description of the purpose and content of the planning.
Catalogue.
Description of the planning process.
A detailed description of the planning content.
Plan the implementation steps and specific division of labor: time, personnel, expenses, operation, etc.
Expected and predicted effects of planning.
Key links in planning and matters needing attention in planning implementation.
Third, the appendix of the plan.
References and reference cases
If there are second and third options, list their outlines.
Other matters related to the planning content.
================
Attach a floor plan.
A case study of Tonglibao capsule publicity and marketing planning
Author: reposted anonymously from: Chen Chong enterprises' hits: 226.
I. Introduction
Second, the promotion and marketing planning skills of Tonglibao Capsule
Third, the market overview
4. Impression of Tonglibao Capsule
Verb (abbreviation of verb) product planning
Six, marketing planning
Seven, advertising planning
Eight. Tips on several questions
Nine. Concluding remarks
foreword
People suffer from qi in the valley, and the valley enters the stomach and spreads to the lungs and five internal organs, all of which suffer from qi. The clear is the camp, and the turbid is the defense. Therefore, the general principle is painless, and it is easy to pass without pain. It is based on the beauty of its food and its service, and it is tireless and obedient, and each has its own desires and its own place. This is an expression from China's ancient medical classics.
This expression was given a brand-new idea by the scientific and technical personnel of Shanghai Huihai Biochemical Products Factory today. Based on China's ancient traditional medical theory, they used today's high technology, and after more than two years of research and tackling key problems, they interpreted the classic expression of ancient medicine into an excellent high-purity natural biological product-Tonglibao Capsule.
Shanghai Huihai Biochemical Products Factory, located in Loulou Industrial Park, Nanhui District, is a subsidiary of Stone Group. As an enterprise mainly engaged in electrical appliance manufacturing, it has entered into high-tech products in response to WTO, showing the excellent quality of enterprise operators. This is of great significance to improve the high-tech content of Stone Group and quality of enterprise, and to the historical development of Stone Group.
Shanghai Huihai Biochemical Products Factory grew up under the care of Stone Group, mainly engaged in the research and development and production of raw materials, intermediates and new biological products. It is one of the professional manufacturers with many varieties, large scale and strong technical force in China.
Tonglibao capsule is a high-quality product they have dedicated to the society, and it has attracted the attention of senior people of Stone Group and all walks of life since its birth.
Entrusted by Stone Group Shanghai Huihai Biochemical Products Factory, Shanghai Chen Chong Corporate Image Planning Co., Ltd. prepared a planning case for the promotion and marketing of Tonglibao Capsule.
Established in 1995, Chen Chong Planning Company is a professional company specializing in CIS planning and business consulting. Successfully planned and produced projects: CIS guide for coastal tourist resort, campus culture planning of Shanghai Qibao Middle School, kite flying party of the 4th China Shanghai Tourism Festival, exhibition of continuing education achievements of Shanghai Education Commission, Nanhui District Planning Exhibition Hall, publicity planning of previous Nanhui Peach Blossom Festival, etc. The successful planning of these projects has enabled Chen Chong Planning Company to accumulate some experience.
At present, Chen Chong Planning Company has an office in Shanghai, which is the advertising agency of major media in Shanghai, and has received strong support from the news media in product marketing and publicity integration. At the same time, we have established a good partnership with professional planning companies in the north and south, and we can get their strong backup support in exploring the north and south markets.
Shopping malls are like battlefields, and publicity and marketing planning are like battle plans. Drawing up a publicity and marketing plan is not an armchair strategist, let alone planning the company's personal operation, but a combat staff composed of advertising planning, production enterprises and publicity media. What we are pursuing is an integrated marketing method. The purpose is to sell products, increase profits and strive for new development space for the company.
Looking at the development of health care products market in China, we have reason to believe that the health care products market has great market potential. But there are many comprehensive factors to bring a new product to market. Therefore, it is the key to do a good job in publicity and marketing planning, make effective use of marketing advertisements and let products go to the market.
For the promotion and marketing of Tonglibao Capsules, Chen Chong Planning Company will spare no effort until death.
Marketing planning skills of Tonglibao capsule
1, the planner of the planning case
Chief planner: Chen Lianguan
Chief Designer: Chen Weihua
Copywriter: Chen Lianguan Zheng
Responsible Design: Zhang Luping
Market research: Yang
Copying and printing: Huang Yanmei
2. Compilation basis
(1) Prepared according to the information of Tonglibao Capsule provided by the entrusting party;
(2) Before preparing this case, Chen Chong Planning has communicated with the principals and sales personnel of the entrusting party on other matters related to Tonglibao. Part of the * * * knowledge formed in the communication process will be the basis for writing this case.
(3) After analyzing the information provided by the entrusting party, Chen Chong Planning conducted a relatively extensive market research on the market prospect of Tonglibao Capsule, and its research conclusions will serve as the basis for compiling this case.
3. Prepare instructions
(1) The planning of Tonglibao Capsule in this case is an integrated planning of publicity and marketing.
(2) This case and subsequent planning are continuous.
(3) Because Tonglibao Capsule has already designed and printed some publicity materials before the product molding, in the planning of this case, according to the conclusion of market research, the previous operation was revised.
The first part of the market overview
abstract
According to the analysis of the basic situation of health food market, its market potential is huge;
● The new health food industry is taking shape steadily; Has entered an unprecedented period of vigorous development;
From the analysis of the structure of health food industry, large enterprises are still in the minority; The position of well-known brands in the market is gradually being established; The product structure tends to be reasonable.
● There are some problems in China's health food market, such as falsehood and exaggerated efficacy;
● Development trend of health food market in China: natural, safe and effective health food;
From the consumer analysis, there are obvious differences between the north and the south.
explain
This part of the analysis will provide a basis for Tonglibao to enter the market;
● The analysis data of health foods are mainly health products.
The first part of the market overview
I. Market analysis
1. Analysis on the basic situation of health food market
Health food industry is a sunrise industry in the world, and its market is growing rapidly. In the past 20 years, the sales of health food have increased 36 times in the United States, 32 times in Japan and 17% in European countries every year.
Since the reform and opening up, the growth rate of urban and rural health food consumption expenditure in China is 15%-30%, which is much higher than the average growth rate of developed countries 13%. 1984 sales reached 2 billion yuan, 100 billion yuan in 190, 30 billion yuan in 1994, 45 billion yuan in 1999, and exceeded 50 billion yuan in 5438+0 in 2006. It can be seen that the market potential of health food is huge, and it is expected to reach10 billion yuan in 20 10. With the transition of the living standard of urban and rural residents from adequate food and clothing to a well-off level, health food will become an irreversible new trend of healthy consumption.
2. Analysis of the basic situation of health food industry
The health food industry in China rose in 1980s, and has experienced ups and downs since then. From the end of 1980s to the beginning of 1995, it was the first high-speed development period of health food industry. At this stage, more than 3,000 health food production enterprises have emerged because of the high profit of health food and the relatively low policy and technical barriers. However, the health food industry, which originally relied only on advertising and huge marketing offensive, experienced a trough from 1995 to 1998, and the number of enterprises and sales volume shrank in a large area.
Since 1998, the state has successively promulgated a series of laws and regulations on health food industry, and a new health food industry that adapts to the new concept of health and returns to the natural trend has gradually and steadily formed. Today, the health food industry in China has entered an unprecedented period of vigorous development.
3. Structural analysis of health food industry
According to the investigation of relevant departments, by the end of 200 1 2, there were health food production enterprises in China, producing 1308 kinds of health food, of which about 600 kinds entered the market, with sales reaching more than 50 billion yuan. Among them, large enterprises with a total investment of more than 1 100 million yuan only account for 1.45%, medium-sized enterprises with a total investment of 5-1 100 million yuan account for 38%, and workshop-style enterprises with a total investment of less than1100 million yuan account for 1.5%. This shows that small and medium-sized enterprises account for the vast majority of health food production enterprises in China, and there are few large enterprises.
4. Analysis of market capacity and brand concentration
The global health food market capacity is 200 billion US dollars. By the end of 20001,the market capacity of health food in China has exceeded 50 billion yuan, the product quality has been continuously improved, and emerging products have emerged. Another data shows that at present, it is the time when China's urban and rural areas are in the transition stage from food and clothing to a well-off society, and health food is popular. In recent years, the medical care consumption expenditure of urban and rural residents in China is increasing at the rate of 15%-30%, which is much higher than the growth rate of 13% in developed countries, indicating that the medical care awareness of urban and rural residents is getting stronger and stronger. However, in absolute terms, the consumption level of health food market in China is still very low. According to statistics, the consumption of health food in China only accounts for 1.47% of the total retail sales of social consumer goods. The national per capita health food consumption expenditure is only 3 1 a year, while that of the United States is117 and that of Japan is112.
Judging from the overall situation of the current health food market, the market share of brand-name health food is rising steadily. Less than 20% varieties in the domestic market account for 50% market share. This shows that the position of well-known brands in the market is gradually established, which is a sign that the health food market is maturing.
5. Analysis of product function distribution
At present, more than 90% of health foods produced in China belong to the first generation and the second generation, and the functions of the products are relatively concentrated. Among the 22 kinds of health food functions approved by the Ministry of Health, products with three functions, such as immune regulation, blood lipid regulation and anti-fatigue, account for 2/3 of all products (accounting for 62.2% of health food). From the distribution of product functions, we can see that the product structure of China's health food industry is not reasonable, and low-level duplication often occurs, which is not unrelated to China's current examination and approval system. It is worth noting that this trend is easing. 1999 supplements with the function of promoting lactation and expelling lead began in the second half of the year. It is predicted that with the development of health food in China market in the future, the functions of the products will be gradually dispersed, and the product structure will tend to be reasonable.
6. Problems in the health food market in China.
Although China's health food industry has developed by leaps and bounds compared with previous years, there are still many problems.
(1) false and exaggerated propaganda, which led to the decrease of consumers' trust in health food;
(2) Low-level repetition is serious;
(3) The management system is not perfect;
(4) Fake and shoddy health food is rampant, among which publicity has become the biggest obstacle to the development of China's health food industry. According to the survey results of China Consumers Association and China Institute of Health Science and Technology, 73.5% of the publicity contents are not in compliance with relevant laws and regulations, of which 42. 1% make false publicity about the product functions; In addition, 3 1.4% claimed that the product had health care function without the approval of the Ministry of Health.
According to a survey released by the College of Applied Arts and Sciences of Beijing Union University, only 3% of consumers think that health food can achieve the expected full effect, 60% think it is partially effective, 26% think it has no effect, and 2% think it has side effects. This shows from a certain aspect that the integrity of China's health food industry is in jeopardy.
7. Development trend of health food market in China.
According to relevant data, in the next few years, the health food industry in China will have the following new trends:
(1) The demand will further expand;
(2) overall price decline;
(3) Publicity will pay more attention to health knowledge and brand promotion;
(4) The circulation channels are smoother;
(5) Health food with new resources and new technologies has become the mainstream;
(6) The functions are more diversified, and the functions of a single variety of health food tend to be specialized.
(7) Foreign enterprises enter China.
At present, more than 20 well-known multinational health food companies have set up branches in China through acquisition, merger and leasing. According to statistics, in recent five years, the sales volume of foreign health foods in China market has increased at a rate of more than 12% every year, and European and American enterprises have sold more than 500 kinds of health foods in China. According to the prediction of the famous American NPD market research company, the sales of American health food in China market will become more and more popular in the next few years. China health food industry is facing competition.
Second, the development prospect of health food industry in China
China health food market should be dominated by high-tech enterprises.
Traditional medicine in China believes that medicine and food are homologous. Modern health food is also commonly known as tonic in the past. Once Yaojianzi completely withdraws from the market, the health food market will face new development opportunities. After analysis, it is found that most modern health foods are still in the development stage of dissolving old drugs in new soup.
The so-called old medicine: refers to the domestic health food industry mostly using traditional fish fat Chinese herbal medicines and other raw materials, after simple processing, slightly refined.
The so-called new soup: because the product is easy to source, low in cost and familiar to consumers, it is difficult to sell at a good price, so modern so-called superfine grinding and nanotechnology are used to make a fuss, so as to increase the added value of the product and make a higher retail price.
Because health food is not a necessity of life, it is not advertised or sold. Most enterprises entering this industry just want to invest less and make a little money by following the trend. Of course, it is unlikely to have any real high technology. China's health food industry is bound to have a new development after the top medicine players quit the historical stage. The leading companies are those with high technology content. The source of products is unique, and at the same time, the production process is indeed a technologically advanced enterprise.
Experts pointed out that the development trend of health food in 2 1 century is natural, safe and effective health food.
Third, the consumer market analysis
In May, 2000, Quark Market Research Company of the United States conducted a basic survey on the health food market in China coastal developed area 17 large, medium and small cities. The survey results of more than 12000 samples show that the northern market represented by Beijing and Jinan and the southern market represented by Guangzhou and Fuzhou are mature markets for health food, with an average of 70% consumers buying health food in the past year. As far as per capita annual consumption is concerned, the highest consumption in Beijing is close to 700 yuan/year, and the per capita consumption in Fuzhou and Guangzhou is around 500/ year. And the total market volume of these two markets is relatively large, especially in Beijing, which exceeds 654.38 billion yuan. This shows that Beijing, Jinan in the north, Guangzhou and Fuzhou in the south are typical north-south health care products testing markets. It is worth noting that in this study, it is found that there are great differences in the consumption patterns of health food between the north and the south, which leads to great differences in the market demand of health food between the north and the south:
1. The north and the south have obviously different needs in the health food market.
The survey results show that consumers in the south pay more attention to their personal image, and have great demand for health care products with beauty function and blood-enriching health care products for treating acne, acne and pigmentation. However, consumers in the north have a great demand for health care products such as strengthening the brain, supplementing calcium and regulating blood pressure and blood lipid. Health products for regulating stomach and intestines are mainly products for treating stomach discomfort and loss of appetite in the south, and products for treating constipation in the north. The main reason for this difference is related to the geographical environment and eating habits of the two places. Because the south is close to the equator, the sunshine time is long, and the skin is prone to problems such as acne and pigmentation. In addition, the humid and sultry atmosphere in the south is easy to make people lose their appetite. In addition, the diet is light and mainly flour and rice, which leads to insufficient intake of protein and is more prone to anemia, indigestion and other symptoms. Therefore, there is a great demand for beauty and body care products such as acne and freckle removal, blood-enriching health care products, and gastrointestinal health care products. The atmosphere in the north is dry. People who like high-fat foods such as big fish and big meat in their diet are more likely to suffer from constipation, high blood pressure and hyperlipidemia. Therefore, there is a great demand for blood lipid health products to treat constipation and regulate blood pressure.
2. The consumers in the health food market in the north and the south are different.
(1) There is obvious difference in consumption age between the two levels. Through investigation, it is found that consumers aged 40-59 are the main consumers of northern health care products. The main consumers of health care products in South China are mainly young people aged 18-29. The main reasons for the difference in consumption between North and South are: consumers' different cognition of health food in the two places, and differences in food culture in the two places. Consumers in the north believe that health care products are mainly used to treat and enhance physical fitness, and young people are in good health and full of energy, so they don't need to take health care products. The elderly are prone to physical problems and need to take such products for treatment, while improving their resistance and physical fitness. In addition, northern consumers are more generous and like products with strong effectiveness and quick results. Back here, northern consumers like to take all kinds of products with strong efficacy, such as velvet antler, ginseng, tiger bone and other products. Consumers in the south believe that health care products mainly play a role in maintaining good health. Because they always have the habit of daily tonic, they like to supplement in their daily diet. In particular, middle-aged and elderly people think that health care products are not genuine and are skeptical about the products. Because young people are busy with work, they have no time to take care of their daily diet. They can only achieve the purpose of health care by taking health care products. In addition, consumers in the south believe that health care should gradually consolidate and enhance the body's resistance, and tonic for quick success and instant benefit will be harmful to the body. Therefore, the southern market mainly focuses on some mild products, such as ginseng, black-bone chicken, pearls and so on.
(2) There is a big difference in the consumption age of various health care products between North and South consumers. Judging from the age distribution of four kinds of health care products that consumers buy more, such as beauty, stomach nourishing, calcium supplementation and blood supplementation, there are also great differences between the consumer groups of various health care products in the north and the south. Among them, the difference between the north and the south of the calcium supplement health care products market is the most obvious: more than half of the consumers in the southern market are young consumers under the age of 30, while the middle-aged consumers in the northern market are mainly 40-59 years old.
From the point of view of actual marketing. Quark believes that the core of marketing is product concept. Product concept comes from consumers' consumption habits and attitudes, so understanding consumers is the basis for formulating effective marketing strategies.
Tonglibao capsules selected for sub-healthy people, such as occupying the north-south market, should fully consider this difference in the north market.
(3) From the analysis of the consumption situation in Shanghai market, the proportion of health food consumption in Shanghai is relatively high, reaching more than half, and the proportion of people who have never bought or eaten is less than 30%. It can be seen that the consumption of health food has become popular, the awareness of health care has been obviously improved, and the market potential is huge. According to incomplete statistics, in Shanghai, in 200 1 year, the consumption of calcium supplementation for women aged only 35 to 55 was nearly 300 million yuan, and the sales of health food in 200 1 year reached about 700 million yuan.
From the analysis of consumer behavior characteristics, all consumers with annual income of less than 18000 yuan in Shanghai have taken health food; If the annual household income reaches more than 60,000 yuan, the proportion of health food consumption is as high as 79%.
From the analysis of consumption motivation, health food: one is to eat by oneself, and the other is to give it to relatives and friends to express or convey feelings.
From the analysis of consumer psychology, most people care about efficacy and price, and the number of people who take it according to the instructions reaches 8 1%. It can be seen that whether the efficacy described by the product is true or not and whether the price is reasonable is the most concerned issue for consumers. The proportion of this group of people is as high as 68%.
From the analysis of buying habits, Shanghai's buying places are mainly supermarkets, supermarkets and pharmacies, and health foods are also concentrated.
From the analysis of promotion methods, expert consultation has the strongest stimulation to consumers' desire to buy.
Throughout the domestic health food enterprises, resource-based enterprises in the biological industry are the most valued by experts.
The second part is the impression of Tonglibao Capsule.
abstract:
● The planning of the publicity content of Tonglibao Capsule in this case.
Interpretation of sub-health in this case
● Relevant supporting documents for the listing of Tonglibao Capsule.
The second part is the impression of Tonglibao Capsule.
First, the publicity content of Tonglibao capsule
In the integrated marketing planning of Tonglibao Capsule, the external advertising content of Tonglibao Capsule compiled by Chen Chong Planning Company has obtained the advertising certificate of Shanghai health-related products issued by the Health Supervision Office of Shanghai Municipal Health Bureau and confirmed by Huwei Zi Xuan (2002) No.26:
"Tonglibao" capsule is a high-purity natural biological product, which is extracted by high technology, which is different from the products refined by traditional technology and is more conducive to human health;
Tonglibao capsule can comprehensively improve physiological function, stimulate human vitality, improve work efficiency and quality of life;
Tonglibao capsule does not contain any chemical components and hormones, and has no toxic or side effects on human body, which conforms to the new life proposition of environmental protection and health in 2 1 century.
At the same time, the certificate confirms the advertising slogan of Tonglibao Capsule:
"Tonglibao" capsule, specially made for sub-healthy people.
"Tonglibao" capsule will take care of your life.
Tonglibao capsule is a good gift in the new century.
The key points to confirm the above contents are:
The product attributes of 1 and "Tonglibao" capsules have been determined. The propaganda of comprehensively improving physiological functions, stimulating human vitality and improving work efficiency and quality of life includes drugs and health care, which is not available in Shanghai food industry. Judging from the advertisements in the second issue of shanghai securities news, the Shanghai Advertising Monitoring Center is also surprised that Tonglibao Capsule has such transparent publicity content.
2. The consumer of Tonglibao Capsule has been confirmed. It is made for sub-healthy people. It is the only product aimed at sub-healthy people in China market at present. Our slogan for sub-healthy people has been highly praised by China sub-healthy research authorities-Shanghai International Medical Exchange Center, Shanghai Guo Bin Medical Center and China International Sub-healthy Research Association. They believe that the broad market prospect of Tonglibao Capsule lies in this sentence and the identification of product attributes.
3. Tonglibao may go to the market and occupy the market. In the publicity and marketing planning of KONE Master Capsule, we found our pursuit. Now it can be said that our initial marketing plan for this product has been basically completed, and after placing certain advertisements, we have entered the mature stage of product sales. We have reason to believe that through our publicity and marketing integration planning, the annual sales of Tonglibao Capsule will exceed xxxx million yuan.
Second, the interpretation of sub-health
A global survey by the World Health Organization shows that among modern people, only 5% are truly healthy, 20% are sick, and 75% are in a sub-health state between disease and health.
According to the investigation of China urban office workers by relevant departments, most white-collar workers with an annual income of more than 50,000 yuan have sub-health.
The specific manifestations of sub-health state are:
1, I have sustained hair loss since I got up in the morning:
2, often feel a little depressed, will be staring at the sky outside the window;
3. I thought about something yesterday, but I can't remember it today. It has often happened in recent days;
4, on the way to work, afraid to walk into the office, feel sick at work:
5. I don't want to face colleagues and bosses, and I have the desire to be autistic;
6. The work efficiency has obviously decreased, and the boss has clearly expressed his dissatisfaction with you:
7. After working for an hour every day, I feel tired, chest tightness and shortness of breath;
8. The work mood has been low. What puzzles me most is that I have a lot of nameless anger, but I have no energy to attack it;
9, three meals a day, eat very little. Excluding the weather factor, even if Japanese flavor is very suitable for your own dishes, it has often been like chewing dry wax recently;
10, hoping to escape from the office early so as to go home and lie in bed for a while;
1 1。 Very sensitive to urban pollution and noise, more eager for quiet and peaceful landscape and rest than ordinary people.
12, no longer as keen on friends' parties as before, there is a feeling of energy and barely entertainment;
13. Often can't sleep at night. Even if I fall asleep, I am always dreaming, and my sleep quality is very poor.
14, the weight has an obvious downward trend. I woke up this morning and found my eyes sunken and my chin protruding:
15, sensory immunity is declining. Spring and autumn flu is coming, and I am the first to bear the brunt, and I can't escape;
16, decreased sexual ability. Yesterday, your wife (or husband) clearly asked you for sex, but you often felt tired and had no sexual desire. The wife (or husband) even suspects that you are having an affair.
The interpretation of sub-health symptoms opens a channel for the marketing of Tonglibao capsules.
Three. Relevant supporting documents of Tonglibao Capsule
In addition to the advertising proof prepared by Chen Chong Planning Company, Huihai Biochemical Products Factory prepared various documents and obtained approval in accordance with the relevant state regulations at the beginning of the product listing. These documents are the access permission for the listing of Tonglibao Capsule.
Part III Product Planning
abstract:
● Tonglibao Capsule is the leader of nutritious food.
● Reasons for price repositioning of KONE Capsule.
● Reasons for the redesign of KONE main capsule packaging
Part III Product Planning
I. Market background
1, Tongjiankang This is the most intuitive definition of Tonglibao Capsule by Shanghai Huihai Biochemical Products Factory. This definition provides a broader space for Tonglibao's market growth.
2. After entering 2 1 century, people, especially white-collar workers, pay more attention to sub-health state. As a high-purity biological product, Tonglibao will become the first choice for all sub-healthy people.
3. At present, there are no drugs suitable for sub-health people in the domestic market, and Tonglibao capsules for sub-health people have broad market prospects.
Second, look at Tonglibao Capsule from the consumer's point of view.
Tonglibao capsule is not a medicine, but it is a functional nutritious food.
With the change of consumption consciousness of urban residents in China from food and clothing to nutrition. Functional nutritious food has become an indispensable commodity in people's daily life and social interaction, especially among white-collar workers. The consumer market survey of nutritional and health oral liquid organized by the Urban Social and Economic Investigation Corps of the National Bureau of Statistics proved the reliability of this information with detailed data.
1, nutritious health food has become an indispensable commodity in people's daily life and social interaction.
2. Health care has become the first choice of nutrition and health food consumption.
3. From the analysis of the existing nutritional and health food varieties, the consumption preference tends to be consistent, and capsule products and aqua products are generally popular.
4. According to the analysis of seasons and seasons, the habit of drinking nutritious and healthy food in China market is basically the same as the traditional habit of tonic in autumn and winter.
5. On the premise of market research, advertising has become an effective means to influence the sales of nutritious and health food.
At present, there are many kinds of nutrition and health food market in China, which has formed a state of mixed quality. Located in high quality, Tonglibao capsule will become the leader of nutritious and healthy food.
Third, look at the market from the perspective of nutrition and health food.
At present, the market share of nutrition and health food is high: melatonin, Lei Zhenzi and Taifuren oral liquid, while Coconut Island Lugui wine caused a great sensation at 200 1. Because these manufacturers have invested heavily in advertising, according to the investigation of this case, although the quality and effect are not the most remarkable, the sales market is very prosperous.
There are many people in China. As long as it can meet some consumers or their urgent needs, there is a great market space.
Tonglizhu capsule is a good product for sub-healthy people.
Fourth, packaging design.
1, product manual
The existing items in the box have no product instruction manual, which does not meet the requirements of health food. The contents of the instruction manual of Tonglibao Capsule confirmed by the municipal health supervision are as follows:
Instructions for use of Tonglibao Capsule
Tonglibao capsule adopts high-purity natural biological products, which contain valine, leucine, threonine and arginine. Lysine and other natural amino acids are rich in nutrients and beneficial to human health. (omitted)
3. Assembly design
Health is a blessing, health is golden, and all-rounders are healthy. The packaging style and specifications of Tonglibao capsules should strive to reflect the organic combination of these two aspects:
Tonglisheng Capsule is a high-tech, high-purity natural biological product. Specially made for healthy people, that is, the nourishing products of the descendants of 2 1 century dragon. On the other hand, we should find a good fit between high-tech and traditional culture in product packaging, form characteristics and build our own brand;
● In product packaging, we should pay attention to elegance and elegance, and choose yellow, red and blue as basic colors to make the packaging pleasing to the eye and full of vitality.
According to the sales situation of Kanebo in the previous stage and the market research of Chen Chong Company, consumers generally complain that the price is too high and the packaging of a gift box of xxx yuan is too light. According to the comparison with other similar products, it is suggested that the packaging of its products should be redesigned while repositioning the price.
According to the possibility of cost accounting, three small boxes were put in the repackaged Tonglibao gift box.
4. Price Positioning of Tonglibao Capsule
In publicity and marketing planning, consumers pay more attention to the price positioning of products. According to the feedback from consumers, it is generally believed that the price is too high.
Based on various opinions and market research, we believe that:
(1) Split packaging to reduce the price. There used to be 20 capsules in a small box, but now it is 10 capsules. Thirty capsules are packed in a gift box at a price of RMB xxx. If the cost accounting is not allowed, it will be increased to xxx yuan. Of course, it depends on whether consumers can take 15 days.
(2) Maintain the original price positioning. If a gift box is still xxx yuan now, we believe this will have a greater negative impact on the sales of Tonglibao. Price positioning is very important in terms of product sales. Although the quality is high, consumers do not accept it; If it is set too low, cost accounting will not work. Only moderate prices can promote the market.
The fourth part is marketing planning.
abstract:
● The target market is mainly the Shanghai market, and the surrounding provincial and municipal markets are gradually formed.