日本九光医药咨询项目-组织设计成果-全英(编辑修改稿)

日本九光医药咨询项目-组织设计成果-全英(编辑修改稿)内容摘要：

Effective control on distributors。 Quick and effective market entry。 Low cost on sales personnel。 Quick response speed in petition. Distributors, channel management and building own sales force Effective management on brand, pricing and marketing campaigns。 Effective control on distributors and retailing terminals。 High resource requirement。 Quick response speed in severe petition. Own sales force Hisamitsu China Market Entry Strategy July 6, 2020 Confidential, Copyright@20xx by Sinotrust 23 For exporting, distributors amp。 channel management model should be considered, while for WOS, Hisamitsu’s own sales force should be built Distributors amp。 channel management Distributors, channel management and building own sales force Exporting WOS The corresponding channel model with less investment and effective market control is expected in order to reduce risk and test market。 The corresponding channel model must ply with stepbystep entry strategy of Hisamitsu。 When products sell well and there are stronger requirements on terminal control, sales force may be built. The corresponding channel model with stronger control on terminals is expected in order to respond more quickly。 The corresponding channel model must ply with stepbystep entry strategy of Hisamitsu. Hisamitsu China Market Entry Strategy July 6, 2020 Confidential, Copyright@20xx by Sinotrust 24 Suggestions on channel models for Hisamitsu Sales performance amp。 market situation Step Step I: Distributors amp。 channel management (without own sales force) Step II: Distributors, channel management and building own sales force When products sell well in market。 When response speed and market control are highly required in the petition. Critical point According to local practice: Step I is applied in the early phase of exporting, and Step II is applied in the latter phase of exporting amp。 WOS phase Hisamitsu China Market Entry Strategy July 6, 2020 Confidential, Copyright@20xx by Sinotrust 25 Market operation suggestions for the two models Step II: Distributors, channel management and building own sales force Step I: Distributors amp。 channel management (without own sales force) 1) Effective control on distributors and terminals。 2) Attention to market exploration • Ad. and other marketing activities • POP materials in terminals • Free products are the most widely accepted promotion method 3) Brand and price management would be implemented。 4) Hisamitsu’s own sales force would be utilized in order to strengthen the control on terminals • Promotional campaigns require highquality sales force • Hisamitsu should use its own sales force in severe petition 1) Deep understanding on China market。 2) Effective control on distributors。 3) Attention to market exploration • Ad. and other marketing activities • POP materials in terminals • Free products are the most widely accepted promotion method 4) Brand and price management would be implemented. Contents of Each Step Hisamitsu China Market Entry Strategy July 6, 2020 Confidential, Copyright@20xx by Sinotrust 26 Market activity suggestions for Hisamitsu’s products For drugs For cosmetics 1) Plane Ad. on main medicine magazine for OTC drug 2) Plane Ad. on main newspaper for OTC drug 3) Large outdoor plane Ad. for OTC drug 4) Bus body Ad. for OTC drug 5) POP materials in terminals 6) Sale promotion people in drugstores 7) Free products in main magazine for OTC drug 8) Free products in drugstore 9) Front for medicine conference 10) Inviting famous doctor visit Hisamitsu 1) TV Ad. in high frequency 2) Plane Ad. on main fashion magazine 3) Plane Ad. on main newspaper 4) POP materials in terminals 5) Large outdoor plane Ad. 6) Bus body Ad. 7) Free products in fashion magazine 8) Free products in terminals 9) Sale promotion people in terminals 10) Specialty exhibit point in department store Hisamitsu China Market Entry Strategy July 6, 2020 Confidential, Copyright@20xx by Sinotrust 27 Channel design and management Hisamitsu China Market Entry Strategy July 6, 2020 Confidential, Copyright@20xx by Sinotrust 28 Channel design and management for drugs Channel design and management for cosmetics Hisamitsu China Market Entry Strategy July 6, 2020 Confidential, Copyright@20xx by Sinotrust 29 Channel design for cosmetics Cosmetics sales less than US$ 250,000 Cosmetics sales more than US$ 250,000 Step I: Distributors amp。 channel management (without own sales force) Step II: Distributors, channel management and building own sales force Critical point Sales performance amp。 market situation Step Hisamitsu China Market Entry Strategy July 6, 2020 Confidential, Copyright@20xx by Sinotrust 30 For face masks, US$250,000 in each city is the critical point for Hisamitsu between the two channel models according to market size and petitive situation •The total turnover of face masks in China is US$120 million, and each city of Beijing, Shanghai and Guangzhou covers about 10%。 •According to local market situations, when the market share amounts to about 2% in each city through the distribution of distributors, terminal sales force should be built。 •The market size and petitive situation in Beijing, Shanghai and Guangzhou are much similar, therefore, US$250,000 would be the critical point in each city between the two channel models. In China, the total turnover of face masks is about US$ 120 million Critical point for market share of Hisamitsu in each city is about 2% Each city of Beijing, Shanghai and Guangzhou covers about 10% of total turnover Hisamitsu China Market Entry Strategy July 6, 2020。