Health care product marketing plan

Integrate resources, make full use of local news media and health care products distributors, and implement the integrated marketing plan of the project through the cooperation of the sales points of community residents in the city.

The preliminary sales plan is as follows:

First, mass sales. That is, a variant of bundling. The most direct, simple and beneficial sales strategy for customers. The most commonly used method is "buy n get one free". The specific proportion varies according to different agricultural products and services. The method is very simple and will not be explained here.

Second, tying secondary consumer goods. The strategies adopted for different target groups are also different. Looking at the overall situation, the target population of Angel yeast health care products is mainly concentrated in children and the elderly. Therefore, we can make such a tying plan. Children's articles: It is children's nature to be fun and active, and children's curiosity is also the strongest. Therefore, secondary consumer goods-mainly children's toys (entertainment toys and educational toys) can be used for the target population. As for the elderly, they subscribe to health newspapers or give away additional products.

Policy direction:

1. Children adopt the parental subscription system and register with their real names. How many products will each family buy in a certain period of time (such as a quarter or half a year)? When the consumption reaches this level, the company will give children a corresponding proportion of toys (of course, the grade of toys should not be too low, otherwise it will not be attractive to children and will not arouse parents' interest. It is necessary to explain in advance before real-name registration, otherwise it will easily cause parents' opinions and resentment, which is the biggest failure of this plan.

2. The elderly adopt healthy accompanying strategies. If the consumption amount is within the range of N yuan (as the case may be) or the products purchased are within the range of N sets (as the case may be), customers will get the health guide for the elderly designed and customized by the company. Or to the equally healthy newspapers or magazines distributed in the market.

Third, soft text marketing. Choose the superior media in Chengdu (especially health-related newspapers or magazines, preferably children and the elderly), and randomly send prepared leaflets among them. This is the most common way, but the effect is not the best. Another way is formal soft-text marketing-writing soft-text about Angel Yeast's health care function and its benefits to human body, which can be written about medical personnel or marketing personnel, but it is best to write a manuscript as a user ((customer), writing about the benefits and even appropriate "harm" after taking Angel Yeast for health care. Because this is the real feeling of a "patient", it can suddenly close the distance between the company's products and customers, so that customers can feel Angel Yeast's "humanistic" thought and the concept of thinking for customers.

Fourth, Wen Yi promotion. In Chengdu (or nationwide), newspapers and magazines on health, diet and medical care, which have a large circulation and won the hearts of the people, publish articles on the role of yeast in human health care, or thank-you letters from patients to Angel Yeast. It is best to use the real-name registration system after obtaining the consent of customers, which will help dispel the doubts of potential customers, eliminate barriers and gain the trust and recognition of consumers in a short time.

Verb (abbreviation for verb) expert testimony. Inviting famous experts or scholars in food health and medical health in Chengdu to speak for Angel Yeast is not to talk about its advantages, but to talk about its disadvantages-of course, these so-called disadvantages are not disadvantages for people, and Angel Yeast has more advantages than other similar products. For example, Angel Yeast, because it doesn't want customers to spend more money, adopts direct selling to save the difference between middlemen, which is the purpose of considering all customers. Or because we have less manpower input, we can deliver a certain amount of goods to the seller in the early stage, mainly to let people know about Angel Yeast as soon as possible, or to seize a certain market share in Chengdu as soon as possible.

Six, free use of equipment. As far as I know, there are at least five human trace elements detection instruments in Angel Yeast Chengdu Distribution Office. We can make a fuss about these five instruments and make these five machines play a greater role. Choose the most popular community or school in Chengdu and the most concentrated group of children or the elderly. Contact the local property management center and ask for cooperation. Send an instrument to the local property management center for free, and inform at the same time-free physical examination for all customers around the clock. The most extensive news media in Chengdu must be invited for publicity and reporting on the day of presenting the documents. Because this activity is the first time in Chengdu, almost all news media will be interested; Because it is also good for the property management of local communities-such property management companies are trustworthy for the sake of residents everywhere; This is also a bigger publicity for Angel Yeast Company-saving the media advertising fee for Angel Yeast Company. At the same time, the property management company should remind us to take care of the equipment. At the same time, while providing convenience to residents, property management personnel should allow the company to post a certain number of Angel Yeast posters at the right time and place. In the room specially prepared for instrument inspection, a certain number of leaflets should be hung-the main content of the leaflets is the harm of children or the elderly who lack trace elements, as well as the methods or ways of prevention-which can be seen or thought of by anyone who knows. Here we must introduce the benefits of Angel Yeast. no need to say any more

Seven, policy marketing. Make a big fuss about any national policy related to children's lack of trace elements. Go to the community and school to find the relevant person in charge to talk about cooperation. You can provide publicity board sponsorship in your community or school. For children, it is mainly to use cartoons or cartoon characters, and then provide a small amount of text to explain. Avoid too few pictures and too many words, just highlight the key points. Otherwise, children with less literacy will not be interested, lose their role and have little effect. The biggest and most direct benefit of this marketing scheme is that it can directly enter the boundaries of schools and other places that were difficult to enter before. Doing it in the name of "sponsorship" is more acceptable than spending money to buy a place to advertise-doing things sincerely for the public is more acceptable than giving gifts.

Eight, covert marketing, can also be said to be a negative crisis law. In fact, strictly speaking, this method is not marketing. Because there may be danger. The key point is to cultivate some loyal customers in the early stage, and the activities of these loyal customers should cover the scope that products or services can extend. Take Angel Yeast as an example, its main customers, that is, the target population, are children and the elderly, so what we need to do in the early stage is to cultivate a certain number of loyal children (more accurately, the parents of children here) and the elderly. The specific marketing strategy is to let these customers "accidentally" spill the beans about Angel Yeast's products and services in public places, so that people can inquire after hearing them, and then they will have interest and curiosity, and then they will pay attention to and understand Angel Yeast, and then they will start to have the desire to buy and consume, and take consumption actions. It should be noted that word-of-mouth is the best way to build a product and a service, and it can produce more lasting effects than hitting people with money through advertisements. The benefits of advertising with overwhelming crowds are really great, but it is phased in time. Once advertising is stopped, sales will drop. But relying on word-of-mouth marketing is not the case. Fully accepting a product or service in people's minds or subconscious will have a lasting effect.

9. Incentive marketing method. This method is also very dangerous. Because it is a strategy and a kind of "trust" to rely on the seller's radical buying psychology to sell. In the early stage, several sales merchants with large credit number coverage were selected for comprehensive distribution. A week later, or depending on the situation, arrange an "informant (one of our own or a random child care worker)", the strategic crowd is divided into two types-one is the general crowd, and the other is the boss manager level crowd. They all went to the dealers who had already distributed the goods in the early stage to buy Angel yeast products. However, due to the shortage in the early stage, the invited child care will be disappointing. Before I left, I told the dealer that I planned to buy it here. I hope dealers can buy more Angel Yeast products in the shortest time, so I don't have to go far away or buy them in online stores. Ordinary people don't have to pay a deposit, but the boss-manager level people need to pay the so-called purchase money in advance to show their sincerity, and also to show the benefits of Angel Yeast's application and their trust in the dealer's boss. In this way, dealers will naturally care and realize that it is profitable to distribute this product. Secondly, the distributors in Chengdu headquarters should show signs of being busy and out of stock when they receive the phone call from the distributors, so as to make the distributors more convinced that Angel Yeast has a good market and sales is not a problem. It will stimulate dealers to further expand the channels and scope of small hands and help Angel Yeast explore the Chengdu market.

X. Time promotion method. Let time speak, and let people feel the urgency of promoting Angel Yeast in the face of ever-changing time figures. This method is suitable for large-scale popularization in a short time. Print slogans-10% off the first day, 20% off the second day, 30% off the third day, 60% off the fourth day, 50% off the fifth day and 4.5% off the sixth day. There should not be too many people buying in the early stage, but there should be many people consulting. The first three days are mainly publicity, and the fifth and sixth days of the second stage are the peak sales hours. Because after several days of bombing propaganda, people have become sensitive to Angel Yeast and will pay attention to Angel Yeast intentionally or unintentionally. On the 5th and 6th day, people have begun to accept that Angel Yeast is affected by the price (sales discount) at the same time-I don't deny that I am also a greedy person, not only me, but also more people in China and the world. Started buying products like crazy.

Because of the time, I don't even say that every sales strategy and marketing method is clearly explained here, but there are almost ten marketing strategies that can be thought of and applied in practice at present. Of course, some of them have been applied in practice and the effect should be good. It should be pointed out that marketing methods are not repetitive, and many of the above methods and strategies can be carried out at the same time without conflict, and if properly mastered, the effect achieved by cross-application will be greater than that achieved by single strategy implementation.

Health Products Marketing Plan (2)

1, planning background:

Macro environment:

Low functional trust of health food: At present, the standard of health care products in China is too low, especially some health care products based on traditional Chinese medicine are too rough and unscientific, and the approval is relatively loose, resulting in low entry barriers for the industry. Low threshold and high profit have led to the influx of a large number of non-professional enterprises. Secondly, the management's review system of health care products is not perfect, which leads enterprises to have no strict production quality control system, pay no attention to product research and development, quality control and product quality assurance, and only pay attention to advertising and marketing strategies, which leads to the disconnection between advertising and product quality, market confusion and low trust and loyalty of consumers to health care products.

After countless painful flashes, most patients have developed a pair of "critical eyes". Let you talk to yourself, I stand still. As a direct result, many pharmaceutical companies feel that newspapers, television and radio are not effective. In fact, today's difficult marketing environment is largely caused by illegal means such as excessive commitment and vicious competition. The solution of trust crisis should be the focus of all health care products marketing planning.

Enterprise internal resources:

First, small and medium-sized enterprises produce foods with special curative effects.

B, there is no sales network and distribution channels.

2, product market analysis:

At present, China's health care products market has formed a situation of "three points in the world". These three types of products are: products based on Chinese medicine theory and Chinese medicine raw materials; A nutritional supplement based on nutrition theory and taking various nutrients as resources; Based on the theory of bioengineering, products are produced through the transformation of raw materials.

China traditional Chinese medicine dietotherapy health culture has a far-reaching influence on mainlanders. Affected by this, people have developed a preconceived buying habit.

Take the theoretical system of traditional Chinese medicine as an example. Although it seems complicated, it can be summed up in three words-communication, exclusion, supplement and repair.

Tong: Most people have heard of it and agree with the General Principles of Traditional Chinese Medicine. The so-called communication means that qi, blood and body fluids run smoothly. If there are local lesions, it will block the operation of qi and blood, form blood stasis syndrome and show pain symptoms. To make the truth painless, it is necessary to eliminate blood stasis syndrome and make qi and blood smooth. Wantong Jingu Iron, such as Ting Runing, etc. Communication theories with the concept of "communication" as the carrier have all achieved success.

Pie: Many people will associate this word with "detoxification and relaxation". It can be seen how classic the concept of Panlong Yunhai has been hyped, and a word has reached people's hearts. Also taking advantage of this, there is "Besunyen" Changrun Tea, which has the same effect as the detoxification Yang Yan capsule.

Supplement: Men need to supplement because they are prone to kidney deficiency; Women need make-up, because their special physiological structure leads to deficiency of both qi and blood; Old people need supplements because they need a variety of nutrients; Children need more supplements. In the process of growing up, which is less calcium, iron, zinc, selenium and vitamins? As a result, Huiren, Dong 'e and Jiante all earned a lot of money.

Repair: Repair is the concept of treatment category, and the person who needs repair has reached a state of serious illness. Combined with the special curative effect of "balance" products, it is necessary to highlight "repair" on the basis of explaining the concept of ventilation and drainage.

With the development of the times, people on earth will eventually unify the theory of balance of yin and yang and restraint of five elements, so products based on the theoretical system of traditional Chinese medicine will be the first choice for all health foods.

3 marketing plan:

Dual-track conference marketing, resident follow-up guidance

First, multi-level academic conference investment promotion

B, single-level conference direct sales.

C, marketing to service, highlighting personalized service.

The victory of modern business war lies not in how many markets you occupy, but in how many consumers' hearts you occupy.

D, profit distribution

Reasonable and effective profit distribution is the driving force of all sales models. [Details omitted]

E concept setting of advertising language: the advertising language of this product should be set in the concept of "balance and nature".

The above is only a rough plan, and the detailed plan will be introduced in the later implementation.