Yu Fei , the international marketing consulting agency of Lange Zhiyang
At present, the continuous popularity of investment promotion of medical and health products not only highlights the prosperity of pharmaceutical business, but also reflects the short-term utilitarian mentality of many enterprises . " , " counterfeiting " , " speculation " and other words, " to attract investment to seek death, not to attract investment to wait for death " has become a portrayal of the medical and health care products industry.
In fact, the company has been in a predicament by accompanying the pharmaceutical companies through the ups and downs of investment promotion for more than ten years. Mentality, strength, products , management, and the market are the " five barriers" in front of the investment companies .
At present, dealers are becoming more and more rational, and " big money " has become a thing of the past. It is difficult to produce tens of millions or hundreds of millions of products through investment promotion. As the saying goes, the greater the hope, the greater the disappointment, and the expectations for investment promotion are too high. In the end, it is the company itself that is hurt. As for those " professional merchants " who constantly Latest Mailing Database develop products, report approval numbers, advertise investment promotion, regard investment promotion as the main source of profit, and change places , the result can only be a step -by-step process. into a faster demise. For pharmaceutical and health care product manufacturers to survive and distributors to develop, Mr. Yu Fei , a well-known brand marketing expert and CEO of Langezhiyang International Marketing Consulting Agency , proposed a "three-point approach" for low-cost investment.
First, choose the support point
For medical and health care products to be successful in attracting investment, first of all, there must be products or services that attract the attention of distributors.
Today, many products are becoming more and more homogenized. Enterprises must focus on innovation when developing products, create humanized advantages in the operation process, realize the optimal combination of business, products and prices, and create a new market pattern. At the same time, we must continue to launch unique new products, develop potential consumer demand, and seek new customer growth points, so as to truly achieve "people who don't have me, and people who have me are better". In this way, there are advantages and conditions that really attract agents.
Specifically, it is particularly unique to design a set of unique mechanisms and concepts for a certain product background, formulation, effect, etc., when Lange Zhiyang International Marketing Consulting Agency provides investment planning services for customers, it is carried out from the following six major sections. Full operation:
1. Product market positioning strategy and system;
2. Creative planning of product communication tools;
3. Investment strategy planning;
4. Planning of investment training system;
5. Investment policy management and market launch plan;
6. Tailor-made marketing plans, etc., specific to a certain detail, for example, according to the characteristics of a product containing OPC grape seeds, the selling point of women's "maintenance is not as good as freshness" is proposed, and for a certain heart and brain health care product, "Heart-saving" is proposed. At the same time, the concept of the product is cleverly designed according to the characteristics of the product, as well as the targeted marketing model that is different from the competitors of similar products and the diversified promotion activities designed to meet the needs of consumers. So lethality and pertinence are very strong.
Second, find the joint
Is it difficult to succeed in business? Not difficult! The key is whether you have a good profit model. Remember, it is not enough for a product to have good market prospects and excellent quality, because it will not bring much bright spot to your future investment, only a feasible profit model is really attractive.
As we all know, enterprises require survival and development, and attracting investment, as a fast and low-cost way to expand product channels, is undoubtedly the magic weapon for many enterprises to win. However, 95% of Chinese companies' investment promotion is unsuccessful! In the health industry, which is regarded as a sunrise industry, more than 10 billion investment promotion fees are lost every year, and nearly 10,000 excellent products have disappeared before they can be listed.
There are often such companies and dealers who come to us to learn from us, without exception, they will ask one sentence: " What good projects are there to recommend this year, and what new business opportunities are there for guidance " . According to a survey data: in our bank deposits, about 300 billion idle funds are used to find investment projects. Since there is demand, there will be a market, so why can't companies recruit businessmen for such a large market demand?
In view of the current situation of investment promotion in the pharmaceutical market, Lange Zhiyang International Marketing Consultants, based on its rich practical experience, divides the purpose of investment promotion into four types: one is to withdraw funds and relieve pressure; the other is to establish new networks and open up new markets; The third is to crack down on competitors and expand market share; the fourth is to consolidate the old market and increase competitiveness. Investment promotion planning is the first step in the investment promotion process, so what is the first step in investment promotion planning? The first step in the planning process is to establish goals. Only when the goals are established can the planning work be targeted. Determining the goal includes three aspects : first, what is the goal to be achieved; second, all subsequent work around the goal; third, whether the goal has been achieved.
Due to the pressure of capital, as long as you can get money, it is enough to make money. The investment promotion is a secret under the sun in the industry. Manufacturers have adopted the method of attracting investment by killing chickens and taking eggs. The planning also revolves around this theme, so the road to attracting investment is getting narrower and narrower, which eventually ruins the company's business. future. This kind of short-term and fast-style quick success will not only gain nothing, but overdraft the reputation of the enterprise.
The current investment promotion plan is only aimed at distributors, without considering consumers and downstream channels, without digging out the highlights of the product from the characteristics of the product itself, planning the packaging and promotional materials of the product according to the characteristics of the product, as well as the implementation plan; there is no basis for Enterprise resources to segment the market. All product planning is to attract the attention of dealers. Product planning only reaches the level accepted by dealers, and dealers do not know what to do when they get the product. They still need to do secondary planning and pilot market work, and the chance of success is even smaller.
Undoubtedly, the model market is the most powerful evidence to verify the product strength and planning ability, but we found that there are few products in the investment promotion market that do not have a good opportunity to show the advantages of the product. In line with the attitude of being responsible for their own products, responsible for the dealers, and responsible for the long-term development of their own enterprises, they all need to operate the pilot market first. The successful function of the pilot market has greatly attracted the attention of dealers, just like the fuse can cause a chain explosion, more dealers will respond in groups, and the product reputation will also be established, shocking the original source of dealers making money. Psychologically, detonate the investment market.