What is the controlled marketing model of pharmaceutical industry?

Controlled marketing model is a marketing method widely used in pharmaceutical industry. Its definition is: by controlling price, region, channel and even consumers, we can control sales volume, consolidate brand foundation and improve profit rate, so as to cope with any sudden market changes and realize the long-term development of the brand.

Control the price: only in this way can channel members make profits and products move quickly;

Control area: only in this way can we ensure the consistency of the price system and the orderly management of the regional market;

Control channel: this is the basis of controlling sales, which contains two meanings: first, goods cannot be released through channels to ensure exclusive supply and easy control; Second, product providers can effectively control the flow direction, flow rate and flow rate by setting channels;

Control terminal: it also contains two meanings: one is to control the order of the terminal, mainly the price system, which cannot be chaotic or smuggled; Second, control the number of terminals, which is the biggest difference between terminal control and commercial control, in other words, you must choose terminals.

According to the path of product flow, marketing control modes can be divided into two categories: channel marketing control and terminal marketing control. Channel control, referred to as business control; Terminal control, referred to as final control.

Commercial control mode is a sales mode developed on the basis of commercial sales mode, and it is also a mode that mainstream brand manufacturers are doing at present. Commercial sales are doing well. Why use commercial control mode? The reason is very simple: all businesses sell cattle products, and channels and terminals have no money to make, so channels and terminals love and hate cattle products-they love fast turnover; What I hate is that I can't make money, I can't sell more, and I can't live without it. Therefore, the channel limits the scale of cattle products, and the terminal limits the scale of cattle products. Moreover, intelligent channels and terminals have come up with a way to realize efficient use of brand products: dumping at low prices, turning cattle products into mass products, and achieving the purpose of eye-catching and joint sales. What should I do? What the hell is the transformation from commercial control to commercial control mode? To put it bluntly, manufacturers release product profits to channels and terminals to increase their income. This is a compromise between terminals and channels, but they are not willing to show weakness, so they will impose many restrictions to increase sales, which is equivalent to exchanging profits for sales.

Terminal control mode is a mode in which the terminal realizes product sales through "four controls". Mainly refers to pharmacy sales (especially single store sales) and outpatient sales. Therefore, people who play sales control usually have two sentences on their lips: we don't put the goods in the merchants, nor do we put them in the XX wholesale market. By setting certain standards, we can selectively develop customers, ensure the regional monopoly sales of end customers, fundamentally solve the price confusion caused by price competition, and realize the one-to-one correspondence between effective sales teams and terminals.