Folide Integrated Marketing Promotion Strategy (1999)

I. Strategic issues and opportunities:1. Marketing environmentProblem point: western medicine cough more without a high brand name;National drug classification management affects channel selection and poor brand image.Opportunity point: Facing the coming OTC market consumption, it provides an opportunity to establish the Folide brand. 2. Buyer status Problem: Folide is a new drug on the market and the market has just started. Consumers are not aware of the harm of addiction and are not familiar with the concept of codeine, so the purchase rate is low. Opportunity point: The efficacy of Folide is small (special formula), safe and convenient, to meet the needs of consumers. 3. Product statusProblem point: high degree of homogeneity Opportunity: Formula features: cough and expectorant, good synergis-tic effect, codeine-free, no addiction, small side effects, safe and conve-nient (OTC). 4. Competitive situationProblem: Lizhu carle, can dimei positioning, slightly stronger function, Shanghai Meiyu capsule, product growth will face the resistance of traditional Chinese medicine and the above three drugs. Opportunities: poor brand image, not outstanding and not containing codeine, provides opportunities for Friede brand positioning. 5. Propagation conditionsProblem points: Kangbei kexing film's perceptual guidance rational appeal, new features;Juzhi syrup highlights four major functions, which affect the spread (surface) of Frede to a certain extent.Opportunities: Strive for innovation and integrated communication. TV ads only make functional appeals;Brand image advertising. SP strengthens terminal promotion and strengthens thrust……

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