21金维它医药品牌经营案例分析(ppt)-管理案例(编辑修改稿)

21金维它医药品牌经营案例分析(ppt)-管理案例(编辑修改稿)内容摘要：

t consumers  Positioning:  Vitamin is essential to your health 产品概述 营销管 理 Product Description S amp。 M Management KSF Lessons amp。 implications Before started TVC campaign 9 Started with heavy TVC campaign, 21 Super Vita positioning changes to understandable language and direct benefits to municate with consumers 21 Super Vita Positioning With Heavy TVC Campaign 产品概述 营销管 理 Product Description S amp。 M Management KSF Lessons amp。 implications  T ar ge t a ud ien ce : co ns u m er s a t a ll ag e, no t jus t co ns u m er s with h igh er e du ca tion a nd h igh er inco m e Con su m er n ee ds : M ale a du lt: ge t r id o f tir ed ne ss d ue to b ur de n of b ot h life a nd job  F e m ale a du lt: be au t y an d he alth Elder l y : fu ll of e ne r g y an d loo ks y ou ng Childr en : str on g bo dy an d go od p er fo r m an ce in s ch oo l Position ing : e m ph as ize s y m pt o m s, 2 1 S up er Vita h elp s g et ting r id of s y m pt o m s– 肤色差、皮肤粗糙、色斑、贫血、头晕乏力 …… 成年女性请注意： 21 金维他能帮你– 记性差、经常感冒、偏食厌食、瘦弱、贫血 …… 家长们请注意： 21 金维他能帮你– 易疲劳、易感冒、头晕、食欲差、过早脱发 …… 中年人请注意： 21 金维他能帮你– 易感冒、腰酸背痛、骨质疏松、头晕、失眠 …… 老年人请注意： 21 金维他能帮你 Sloga ns : M ale a du lt: 家庭事业一肩挑，奋斗不疲劳 — 21 金维他。  F e m ale a du lt: 健康漂亮有活力，生活更美好 — 21 金维他。  Elder l y : 心态年轻精神旺，就是不服老 — 21 金维他。  Childr en : 身体结实学习棒，成长没烦恼 — 21 金维他。 10 Pricing 21 Super Vita pricing strategy 21 Super Vita adopts an affordable pricing strategy, offering good value equation to consumers Product description Samp。 M Management KSF Implications For BMS Brand Tablets per Box Listed Retail Price (RMB/box) Cost per tablet 21 Super Vita 60‟s Gold Theragran 30‟s Centrum 30‟s Currently, the actual selling price of 21 Super Vita in retail pharmacy is about 16 RMB per box 11 Before expanding to nationwide market, 21 Super Vita had already gained good experience developing market Promotion Strategy Product description Samp。 M Management KSF Implications For BMS B efore 20 02 : fo cus o n Z h ej i ang Pro v i n ce R ea son s t o cho ose Z he j ia ng– Abo ut 10 y ea r in t he m a rket, hi gh pe ne t ration rate: ab ou t 80 % in ho spi t al s in Z he j ia ng , 90 % in dru gstore s in Z he j ia ng– H ig h a w are ne ss of 21 Sup er Vit a an d M in She n g a m on g con su m ers– C on su m ers are hig hl y care ab ou t he al t hca re– Z he j ia ng is on e o f t he la rge st m arke t– Alrea dy ach ie v ed。