Aiderkang_Integrated Promotion_Strategy
Cherish market resources:
As the market is like resources, marketing is mining resources, so once established to dig a regional market, will be fine to dig, never indiscriminate digging, never give up for human reasons (except strategic adjustment).
(2) Slow and steady
Stable enterprise planning
Stable enterprise concept
Implementing strategic stability
Stable human resources
Steady cash flow
A. Market choice is stable
6. The market is stable. Stable dealer selection
C. Stable market promotion
D. Path member stability
7. Steady steps:
(1) During the period of market development, no offices were set up, and dealers were mainly assisted to straighten out hospital channels and steadily distribute;
(2) Enter a virtuous cycle, increase return visits, do detailed terminal work, and supplement with public relations, promotion, etc., to further expand market share, and strengthen terminal recommendation and frequency of use by means of public relations to channel members;
(3) Stabilize the original channels after the market share, sales and return rate stabilize;
(4) Channel expansion, with the help of dealers, completed the first batch of drugstore high Point step products;
The commanding point is defined as: A. A large chain;
B. Traditional time-honored drugstore;
C. Scale pharmacies in neighboring communities.
Selection criteria: A. Distributed in the first level business circle;
B. Distributed in the vicinity of the community.
8. Steady promotion
A. First admission to the hospital -- related personnel relationship marketing and public relations (corporate gifts, etc.);
B. Advertising input is soft advertising in medical books, magazines and newspapers to report Aide's health related situation.
C. Market promotion, television advertising is mainly corporate image dissemination, and other types of public relations hype;
D. In the early stage, terminal packaging, POP and bus body advertising are the main products for the second pharmacy.
E. The main battlefield has been occupied, the other markets of the selected market are also mature, resulting in an integral whole, and then the comprehensive implementation of advertising strategy.
……
Original Files Download:
