First, the analysis of China pharmaceutical market environment.
1) competitive environment of pharmaceutical enterprises
Over the years since the founding of the People's Republic of China, China's pharmaceutical industry has developed unevenly, making great contributions to people's life and health. Since 1988, the first batch of "medical representatives" in China appeared in Squibb Company, in the early 1990s, medical representatives from foreign-funded enterprises entered terminal hospitals for promotion, which became a model for domestic pharmaceutical companies to follow. After more than ten years of development, with the entry of more and more pharmaceutical enterprises, from foreign enterprises to state-owned enterprises and private enterprises, from a few to most enterprises, it has been spreading and developing continuously. And it has changed in the non-benign soil in China. In the past, clinical popularization has undergone a qualitative change. Medical representatives are not just product consultants between pharmaceutical companies and clinicians. Paying doctors for prescriptions has almost become the golden rule of promotion. In order to survive, clinical work has become a magic weapon for some small and medium-sized enterprises to promote drugs. Both pharmaceutical companies and institutions regard hospital work as the main battlefield of market competition and send medical representatives to hospitals one after another. Sales representatives are mixed, ignoring the overall interests of society and enterprises in pursuit of personal interests, which makes the drug market go to a deformed road. At the same time, with disorder, the management department is out of touch, and vicious competition leads to the inflated drug price. This is the current pharmaceutical market environment. Changing the status quo is not only a problem for the competent authorities, but also a problem for pharmaceutical companies to jump out of this strange circle.
2) Pharmaceutical competitive environment under 2)WTO.
With China's entry into WTO, the further opening of pharmaceutical industry, and the entry of some major international pharmaceutical enterprises and large commercial circulation enterprises, China pharmaceutical enterprises have entered the integration period. Because of the efficacy and intellectual property rights of drugs, the competitiveness of some domestic pharmaceutical companies will be greatly reduced, and the mode of foreign companies selling drugs through agents will also change, which will eventually affect the entire pharmaceutical environment.
3) The influence of national medical policy and medical reform on the medical market environment.
On September 30th, the self-examination and self-correction of anti-commercial bribery in the pharmaceutical industry ended. The Ministry of Health is working hard to formulate the scope of commercial bribery, further clarify the boundary between bribery and normal commercial sponsorship, and formulate standards and detailed rules on how to prevent and control "edge ball". Preventing and controlling commercial bribery in the pharmaceutical industry will become the normal existence, and the era of selling with gold is coming to an end, and the era of specialized marketing has arrived. The National Development and Reform Commission's "Guiding Opinions on the 11th Five-Year Development of Pharmaceutical Industry" has been issued, giving a five-year timetable for medical reform, fundamentally changing the concept of "taking medicine to support doctors", establishing a prescription system open to social pharmacies, speeding up the separation of medicines and realizing a three-level medical insurance system, which will have a fundamental impact on the sales model of prescription drugs.
Second, the basic competitive strategy of pharmaceutical enterprises in the current medical environment
1) form a cost-based market competitive advantage.
First of all, strengthen the internal management of their own enterprises. Management can not only produce benefits, but also improve efficiency and reduce costs. Production management, personnel, marketing, finance and other management contents. The key is to adopt a management model suitable for the enterprise itself, so as to truly generate benefits and reduce operating costs. Secondly, increase investment in research and development, research and develop some drugs with special clinical effects, apply for patents, make use of their irreplaceability to obtain relatively high profits, and then use the profits to expand the overall scale of the same quality varieties from other manufacturers, thus further reducing operating costs and improving the competitive advantage of the whole enterprise in the market.
2) Form a competitive advantage based on intangible resources.
In today's increasingly fierce competitive environment, intangible resources are more important, high quality and good price win in the bidding, brand is a kind of hegemony and a series of memories, and brand has a strong implication. Pharmaceutical enterprises, like other consumer goods, sell their brands well, especially OTC drugs. In order to gain a brand, pharmaceutical enterprises must first strengthen their research and development capabilities and develop drugs with special efficacy, which is the most important and core ability for enterprises to survive and develop, and gain the trust of clinicians in prescription drugs. Secondly, strengthen the company's management ability to improve the professional level of professional promoters, and virtually establish the brand awareness of enterprises. Thirdly, in order to establish the overall marketing concept, enterprises must establish the fundamental business concept of relieving patients' pain and start with the strategy from the end customer rather than the production process. Only with a good marketing strategy can they establish their own good image brand.
Third, the marketing strategy of pharmaceutical enterprises under the new situation
The formulation process of drug marketing strategy is a process of identifying, selecting and developing market opportunities, and completing enterprise tasks and goals. There are many specific marketing methods and approaches, including drug market segmentation strategy, drug market competition strategy, drug market development strategy and drug marketing combination strategy.
1, market segmentation marketing strategy, by identifying different types of consumer needs and desires, the whole market is divided into several sub-markets and sub-markets. The purpose is to find the most favorable market segment in the big market, choose the most effective target market and formulate the most effective marketing strategy, which is beneficial for enterprises to combine their own advantages and the characteristics of market segments, concentrate limited resources and operate vacant drugs in the market, so as to obtain the greatest economic benefits, and at the same time, it is also beneficial for enterprises to constantly adjust their marketing strategies.
2. Drug market competition strategy. When making marketing strategies, pharmaceutical enterprises should not only segment the market to meet the needs of target customers, but also aim at competitors serving the same target customers, so as to make the enterprises invincible in the competition. Market competition strategy is an organic combination of enterprise goals and strategies that enterprises strive to achieve for their own survival and development and to maintain or develop their own strength in the competition. To formulate a market competition strategy, we must first make clear our competitive position and what kind of competitors we are according to the market structure, so as to adopt different strategies. Secondly, we should tap our competitive advantage from the aspects of drug use value, drug price, research and development technology, service and time.
3, drug market development strategy, pharmaceutical companies in choosing the target market, while formulating market strategies, they must also study and formulate drug market development strategies, that is, enterprises expand reproduction, open up markets, and develop business strategies. First of all, we must carefully determine the existing business and product status of enterprises, evaluate and analyze the strategic profit potential of several businesses and products, and use limited resources to develop businesses and products with good economic benefits. Secondly, determine the strategy through evaluation, and abandon and eliminate some businesses. Therefore, it is necessary to develop new business and new products, explore new markets and formulate new business development strategies.
Finally, after determining the target market and formulating the corresponding competition strategy and market development strategy, another decision-making task faced by enterprises is to formulate a reasonable overall marketing mix composed of marketing mix according to the needs of the target market, internal conditions and external environment.
4. Drug marketing mix strategy is that enterprises comprehensively use their controllable marketing means to optimize their mix, so as to achieve the best marketing effect, using 4PS (products, prices, distribution channels, promotions) and 4PS (customer needs and desires, customer costs, convenience, communication) and other controllable marketing means. However, the marketing mix is influenced by many uncontrollable external marketing environments, especially the objective environment. For example, the current aging population, the introduction of a series of national laws and regulations, medical reform policy, WTO, economic globalization and so on. Enterprises should pay close attention to the changing trend of macro-environment and adjust their marketing mix to adapt to the external environment, which is the key to their initiative, success and development. Enterprises should be good at adapting these controllable factors to uncontrollable factors.
Fourth, the pharmaceutical marketing mix 4PS scheme
1, drug variety plan, making important contents in drug marketing, drugs should be a whole concept, and at the same time establish the concept of high-quality drugs. Drug variety planning requires enterprises to pay attention to different competitive strategies at different stages of the drug life cycle, and at the same time, they must pay attention to re-product development and constantly update products. It is with its new product research and development technology that foreign-funded enterprises are unique in the pharmaceutical market.
2. Drug pricing scheme, drug price is a very sensitive issue at present, and it is also the focus of medical reform. Under the current bidding price, the pricing scheme of impact drugs in cheap pharmacies is particularly important. The tariff of some imported drugs will be further reduced under WTO, which will inevitably make the price reduction of imported drugs have a great impact on some domestic generic drugs. Some drugs with moderate price and good curative effect have a disastrous impact on domestic generic drugs. So, in the new environment, how do pharmaceutical companies consider themselves?
3. Drug distribution channel scheme, the long-term marketing model of domestic pharmaceutical enterprises, makes pharmaceutical enterprises form a great channel dependence, and pharmaceutical enterprises need to establish a stable drug distribution channel.
4. Drug promotion plan. With the introduction of the new national medicine policy, pharmaceutical enterprises must introduce a healthy promotion model and a new marketing mechanism in the new form, and further strengthen marketing mainly in the following aspects:
1) We should abandon the previous model of doctors' hard work, advertising, promotion and prescription fees, adhere to customer service orientation, speed up product research and development and brand cultivation, and re-integrate sales channels.
2) sales can be promoted through academic promotion, which mainly refers to the promotion of sales through academic propaganda and academic activities in the process of drug sales. This sales model requires enterprises and business personnel to have a complete academic network. Salespeople with professional knowledge are widely used in foreign-funded enterprises at present. In the process of academic sales, if we don't grasp it well, it will also involve commercial bribery. Academic sales is a recognized way in all aspects of current sales forms.
3) Advertising promotes OTC market. Judging from the growth rate of OTC market in recent years, the OTC market accounts for half of the country. OTC market is one of the main battlefields of future competition. The marketing of this market is very different from hospital sales, which more embodies the essence of pharmaceutical marketing and promotes pharmaceutical consumption with super-large-scale brand advertising investment.
4) Digital marketing can be carried out, the development of IT industry and the application of e-commerce have injected new vitality into marketing, and online drug trading has begun to become a reality. Using e-commerce to speed up the whole pharmaceutical industry has incomparable advantages, and at the same time, it can save expenses but produce greater benefits. Online survey can collect customers' preferences and purchase methods, and serve them better, thus embodying the characteristics of personalized marketing era.
Verb (abbreviation of verb) abstract
Facing the new medical situation, pharmaceutical enterprises should follow the changes of national policies at any time, strengthen their own software and hardware transformation, pay attention to product development through financial price adjustment strategy, adjust target customers, change the traditional gold-linked promotion method, pay attention to their own brand development, pay attention to market development, and adopt correct competitive strategies. They should regard recent years as market opportunities. After the great integration of the whole pharmaceutical industry, whoever seizes the opportunity will finally gain a foothold in the market and cope with environmental changes.
Model essay on drug marketing planning (2)
The first part is marketing diagnosis.
I. Market background
The accelerated pace of modern life, mental stress, coupled with excessive drinking, smoking, air conditioning, long-term lack of outdoor sports and other factors, make people's immune function disorder, reduce resistance. Immune function is an important physiological function of human body. Immune dysfunction can cause physical weakness and reduce the ability to resist diseases. So some people will have repeated colds, asthma and liver diseases, and some people will be more fashionable. The epidemic is coming, and he will come to everyone. Therefore, everyone needs to adjust immunity and enhance resistance, which shows that the market prospect of health care products is broad.
Second, product advantages
Ganoderma lucidum is a traditional tonic. "Deng Ying" Ganoderma lucidum capsule is a kind of Ganoderma lucidum strain, which is processed by modern biotechnology and contains functional components such as Ganoderma lucidum polysaccharide and polypeptide. It can improve cellular immunity, enhance macrophage ability, has clear immune regulation and health care function, enhance human immunity and improve body resistance, and is suitable for people with weak system, low immunity and sub-health, especially patients with tumors and liver diseases. Therefore, Ganoderma lucidum health products have great market potential.
Third, the marketing situation
The unique product advantages and good market prospects have brought many businesses to the health care industry of Ganoderma lucidum products, and the competition is becoming increasingly fierce. But at present, there are strong brands such as "China Lingzhibao" in this industry, so "Deng Ying" Ganoderma lucidum capsules need to solve the following problems:
1, brand awareness is not enough.
2. Unreasonable product pricing
3. The packaging design has no characteristics.
4. Poor marketing channels.
5. Lack of advertising support
At present, the main problem of this product is marketing. Blue Island is a famous tourist city. As a kind of health care product with special functions, Ganoderma lucidum capsule has a high market grade, and the product is taken from fairyland on earth, which provides basic cultural connotation for cultivating Ganoderma lucidum capsule into excellent tourist souvenirs and high-grade gifts in Landao. Therefore, the most urgent problem to be solved at present is to integrate advantages, market and package products with advantages, speed up product market visibility, and cultivate and develop the market.
In order to achieve the above objectives, it is suggested that the market planning scheme is as follows:
The second part of the action plan
First, establish marketing objectives.
Promote sales, increase market share and brand awareness, and establish a strong brand in the industry.
Second, a clear marketing strategy
1, marketing model
(1) TV Direct Selling
(2) Channel distribution
(3) Establish a membership card and implement a membership system.
2. Promotion plan
Based on Blue Island, establish a market, take this as a pilot, sum up experience, promote it nationwide, build an industry brand, and gradually move towards the international market.
3. Marketing objectives
(1) Short-term goal
Develop the Blue Island market within one year, so that the distribution rate of the target sales network channel in the Blue Island market will reach 70%, and the distribution rate in the selected county-level cities in Blue Island will reach 100%, making "Deng Ying" Ganoderma lucidum capsule a well-known local tourism brand and health care brand, and the most popular gift in the Blue Island area.
(2) Long-term goals
Within three years, "Deng Ying" Ganoderma lucidum capsule will be cultivated into a national famous brand and become the leading brand of Ganoderma lucidum products.
The third part is the implementation method steps.
First, set up a project team.
It is composed of elites in production, sales and management of enterprises and professionals in marketing, planning, copywriting, design and production of TV stations, with division of labor and cooperation and gradual implementation.
Second, conduct a full market survey on the market of Ganoderma lucidum products.
Through market research, we can find a suitable market position for "Deng Ying" Ganoderma lucidum capsules, lock in the target consumer groups and formulate the best promotion strategy. The contents of market research mainly include the following aspects:
1. Competitor survey: Investigate the marketing situation of the main competitors of Deng Ying Lingzhi Capsule in the Blue Island market, and compare the main competitive brands and enterprises in the industry by competitive comparison method, so as to fully understand the current situation of enterprises in the industry and the advantages and disadvantages of product brands, mainly including the following contents: product pricing, packaging design, market positioning, advertising support, marketing channels and sales management of competitors.
2. Product market diagnosis: conduct market research on the original product market, adopt convenient sampling and quota sampling methods, and conduct a clear investigation in combination with in-depth interviews with consumers, salespeople and dealers, and design a market survey questionnaire:
The objects of investigation mainly include the following people: relevant managers, relevant marketers, original distributors, original retailers and consumers of products. The contents of the market survey include: Do consumers know about Ganoderma lucidum capsules and other products? Do consumers know the brand of "Deng Ying" Ganoderma lucidum capsules? Do consumers know the efficacy of Ganoderma lucidum capsules? What are the main reasons why consumers buy Ganoderma lucidum capsules? What is the psychological price for consumers to buy Ganoderma lucidum capsules? What is the consumption psychology of the target consumers? What are your buying habits? How do target consumers choose capsules?
Through the above market survey and scientific analysis, a reasonable, scientific and systematic market survey report is obtained, especially to confirm the price, functional characteristics, unique selling points and sales channels, which provides scientific basis for the next work.
Third, product repositioning.
Relocate the market and function of "Deng Ying" Ganoderma lucidum capsules. Blue Island is a tourist city, * * is a tourist and cultural resort, and Ganoderma lucidum is a legendary fairy grass in the world. It can be seen that "Deng Ying" Ganoderma lucidum capsule has great geographical and product advantages, and should be positioned as a tourism health care gift and a health care product with special effects in cooperation with Landao, * * tourism and people's growing health care needs.
(1) Health products with special functions
(2) Tourist souvenirs
(3) Fashion and luxury gifts
Fourth, find out the target consumer groups of "Deng Ying" Ganoderma lucidum capsules.
According to the above product positioning, the target consumer groups of "Deng Ying" Ganoderma lucidum capsules are roughly as follows:
(1) Sick patients who are sickly and in urgent need of improving their physical fitness;
(2) people with high work pressure, lack of exercise, poor physical resistance and easy to be infected with epidemic diseases;
(3) people who attach importance to health care and pursue healthy life (high-end health care products);
(4) people who travel to Blue Island;
(5) People with more reciprocity (high-end gifts);
Five, according to the above positioning and target consumer groups, establish the corresponding new marketing network:
(1) as a special health care product: cooperate with major pharmaceutical companies in Landao City and enter their networks; Health care products store; Supermarket health products counter.
(2) As a tourist souvenir: a tourist specialty store; Cooperate with tourism companies with good reputation in Landao City, and visit Ganoderma lucidum Garden and teach Ganoderma lucidum knowledge as the special introduction of the tour group; High-end hotels, guesthouses and other places.
Six, strengthen the management of sales channels:
The successful marketing of any product is inseparable from scientific and systematic market management and timely information feedback from consumers and front-line middlemen in the market. Therefore, to establish an effective sales network, we must do the following work:
(1) Create a customer profile
(2) product and business training for sales staff:
A. Product training: Through market research, find out the 20 questions that consumers are most likely to ask about this product, and the company will organize a unified standard answer, which will be answered by sales staff, especially the sales girl at the counter.
B. Business training: Sales staff must fill in daily market visit plan, weekly work plan and work summary, monthly work plan and work summary every day.
C regularly analyze and summarize the competent dealers.
Analyze and summarize competitors in the market regularly.
(3) Assessment of sales staff: The above requirements are taken as the standard for monthly assessment of sales staff.
Seven, redesign the packaging of "Deng Ying" Ganoderma lucidum capsules.
According to the market positioning of Ganoderma lucidum capsules, the packaging design of "Deng Ying" Ganoderma lucidum capsules does not match its quality grade, so the packaging design must be changed. The new design should reflect the high taste and long-standing cultural connotation of * *. Its packaging specifications are suggested to be divided into two grades: economical packaging (mass health care consumption) and fine packaging (high-grade health gifts), but the tone must be the same and the same VI should be maintained.
Economic packaging is oriented to ordinary consumers, and the material of the packaging box is universal white paper; Boutiques must be packed in boxes with high-grade gifts. When designing, the inside is covered with high-grade silk, and the material of the outer box must be high-grade printing paper.
The packaging design of the whole series must be atmospheric, beautiful, with good display effect and strong traditional style.
8. Re-price "Deng Ying" Ganoderma lucidum capsules.
The price of a product is one of the important factors for the success of the product market. The high price is unacceptable to consumers, the low price is too low, and the price difference between commercial channels is too low, which discourages the enthusiasm of middlemen. Therefore, one of the important tasks of market research is to confirm the correct pricing of Ganoderma lucidum capsules. At present, the popular "Chinese Lingzhibao" (bagged with spore powder) costs 1590 yuan /20g. According to the market positioning and target consumer group analysis, the pricing of "Deng Ying" Ganoderma lucidum capsules can be divided into two categories:
(1) Economic file: general health care consumption and general tourism commemoration.
(2) Luxury goods: high-end travel gifts.
Through pricing, Ye Wei Ganoderma lucidum capsule conforms to the image of high-grade health care products and tourism economic products, highlighting the preciousness and uniqueness of the products.
Nine, shaping the corporate image, establishing a corporate image visual identification system to cooperate with brand communication and unify the dealer image.
(1) Establish VI and unify corporate visual image.
(2) Making corporate brochure
(3) Making corporate image films and product promotional films.
Ten, strengthen advertising, integrated communication.
Before promotion, it is necessary to confirm the promotion positioning of the product.
In order to make the distribution work go smoothly, we can invest an appropriate amount of advertisements in the early stage, including a series of popular science lectures and special lectures on Ganoderma lucidum capsules and health care, TV movies and so on. A small newspaper page is enough, so that salespeople and distributors have confidence and support, knowing that with advertising support, the distribution work can proceed smoothly. In order to cooperate with the overall sales work, it is necessary to establish a perfect service system, establish a promotion team at the promotion point, and promote and recommend products in key shopping malls and drug stations.
When the distribution of materials reaches 70% of the scheduled target, the whole media distribution scheme will be fully operational.
(1) Advertising theme: Cao Rui, a fairyland on earth, is the best in the world.
(2) Publicity and positioning
Brand public relations:
Use the popularity and reputation of * * and the touching myths and legends of Ganoderma lucidum to establish the product brand and corporate image of "Deng Ying" Ganoderma lucidum capsules;
Direct public relations with distributors:
Hold a new product listing meeting, invite pharmaceutical companies, tourism companies and health care products stores in Blue Island City, and invite experts to introduce the functions of products in detail at the meeting; The marketing department of the company introduces the latest price and profit analysis with market competitors; The advertising company introduces the market support plan, including media and public relations activities.
Enhance dealers' confidence in the marketing of "Deng Ying" Ganoderma lucidum capsules, and urge dealers to work hard on the distribution of "Deng Ying" Ganoderma lucidum capsules; Let more people join the sales of "Deng Ying" Ganoderma lucidum capsules, expand and stabilize the sales channels, seize the market and avoid direct competition.
(3) Media combination: According to the characteristics of the media in the Blue Island region, it is suggested to select the following media in the Blue Island region on the premise of achieving good publicity effect and effectively controlling costs:
The newspaper, Blue Island Evening News, chooses a theme for the newspaper and makes a series of advertisements around the theme change; Interlocking, we must arouse consumers' desire to buy.
Television advertising-making feature films, including investment films and direct sales films. Broadcast simultaneously on the following TV stations.
A: Landao TV station's special advertisement-establish the popularity and reputation of Landao brand and enterprise, and recruit agents at the same time;
B: * * TV special advertisements and TV direct sales-establish a good reputation of local brands and enterprises and directly promote sales; During the prime time of 7: 00-9: 00, it is broadcast regularly as an advertisement and sold directly on TV. In order to deepen the local people's understanding and cognition of products and attract the attention of agents;
C: Acting as an agent for * * TV station, providing direct TV sales to relevant columns of TV stations in relevant districts and cities;
D: Besides, we will promote your products abroad through the "technical information system network" of our center.
Outdoor media advertising
A: Set up billboards in companies, production bases and major scenic spots along the coast of * * and Blue Island;
B: Give corporate picture books to high-end hotels, guesthouses, tourist attractions, high-end office buildings and other places;
C: Put publicity materials in major distribution offices to unify publicity image, and use arched doors with unified image when opening stores.
Attach importance to public relations activities and on-site promotion
(1) Invited experts to explain the medical and health care functions of Ganoderma lucidum products, and presented VCD discs introducing Deng Ying Ganoderma lucidum capsule products.
(2) Contact the travel agency to attract all tourism teams to visit Ganoderma lucidum Garden. The explanation staff of the enterprise will tell the legend, characteristics and medicinal value of Ganoderma lucidum in detail, and be equipped with professional technicians and experts to answer questions and sell medicines on the spot.