The development of Jiang Zhong Jianwei Xiaoshi Tablet is briefly reviewed. This product has experienced two "waves" in history. Once, in the early stage of listing, few companies invested huge sums of money in advertising. Jiang Zhong Pharmaceutical made a TV advertisement with the image of two generations of love, which has touched many consumers so far and its sales have increased rapidly. After the sales volume reaches 1997, it cannot be broken. The second surge occurred in July 2002. Jiang Zhong Jianweixiaoshi tablets changed the silence of the past and suddenly attacked the major TV channels. Sales reached more than 300 million yuan that year, and then climbed all the way. In 2008, the sales amounted to 65.438+0.7 billion yuan.
In 2002, how did Jiang Zhong Jianwei Xiaoshi tablets break through the sales bottleneck for many years and achieve this leap? This paper will describe the initial motivation, decision-making and implementation of enterprises one by one. Its purpose is to provide reference for decision makers of other similar enterprises when making strategies through the analysis of this case. 200 1 year is a very unsettled year for domestic pharmaceutical enterprises. Domestic pharmaceutical companies have reorganized. With the merger of more and more small and medium-sized enterprises, some large enterprises have gradually taken shape, such as Harbin Pharmaceutical Group and Guangzhou Pharmaceutical Group.
Under this general trend, Jiang Zhong pharmaceutical industry must grow into a big fish if it is not swallowed up by big fish. The pressure of growth forces Jiang Zhong pharmaceutical industry to start looking for new growth points from 200 1 or earlier. In mid-2002, due to some objective reasons, Jiang Zhong pharmaceutical industry was delayed from listing new products with high hopes. At the same time, the "National Traditional Chinese Medicine Variety Protection" of Jianwei Xiaoshi Tablets will soon be terminated (that is, the state will no longer restrict other pharmaceutical companies from producing Jianwei Xiaoshi Tablets), which will threaten the market of Jianwei Xiaoshi Tablets in Jiang Zhong. In order to consolidate the market in Jiang Zhong, and the president of Jiang Zhong Pharmaceutical is still optimistic about its market potential, he urged Jiang Zhong Jianwei Xiaoshi Tablet as a new growth point to undertake the arduous task of Jiang Zhong Pharmaceutical.
There are two completely different opinions within Jiang Zhong Pharmaceutical, one is for and the other is against. Opponents believe that the market growth space of Jiang Zhong Jianwei Xiaoshi tablets is limited, and it will not be worth the loss to invest heavily in promotion. Their reasons are mainly three:
First, the indigestion drug market is mature and the overall growth space is limited.
It has been more than ten years since motilium first opened the "indigestion" drug market in 1989. By the end of 1990s, the sales of motilium had been stable at 500-600 million yuan, and Jiang Zhong Jianwei Xiaoshi tablets had been maintained at 654.38+0 billion yuan. It can be said that the market for dyspeptic drugs has been very stable for many years. Therefore, people who hold objections think that the indigestion drug market is mature and it is impossible to have a substantial growth. If Jiang Zhong Jianwei Xiaoshi tablets want to be greatly promoted, they can only be snatched from motilium. This is very similar to the throat lozenge market where another product of Jiang Zhong Pharmaceutical is located: the sales of Jinsizi, watermelon frost and Caoshanhu are stable, and the competition pattern is clear. The change of their sales mainly comes from the choice among the three brands.
Second, the opponent is strong, facing the old enemy motilium.
Many years ago, motilium took the lead in promoting "seeking help from motilium for indigestion" through mass media advertisements. Advertisements have left a deep impression on consumers. When consumers have indigestion, they will naturally think of motilium. Leading brands are almost always the first brands to enter consumers' minds. Domperidone is almost Coca-Cola in indigestion drugs.
At the same time, Yang Sen of Xi 'an has been paying attention to the development of hospital channels, so doctors choose more motilium when prescribing. The strength of this kind of expert recommendation is that consumers believe that doctors recommend the best products, so it is not easy to change brands. According to market survey data, the vast majority of consumers first came into contact with motilium through doctors' prescriptions.
Those who oppose increasing the investment in Jiang Zhong Jianwei Xiaoshi tablets believe that the power of motilium lies not only in consumers, but also in doctors who influence consumers' purchasing decisions. Now that the market is mature, the growth of Jiang Zhong Jianwei Xiaoshi tablets' market share may partly come from robbing motilium, but motilium is so powerful, how can it be robbed?
Third, Jiang Zhong Jianwei Xiaoshi Tablet lacks promotion.
In the research and development process of Jiang Zhong Jianwei Xiaoshi tablets, in order to increase sales, enterprises tried almost all the methods they could think of at that time. Advertisements constantly change their demands, from early symptom demands to "Chinese medicine ingredients", "Chinese medicine variety protection" and then to "children and the elderly are suitable". I also looked for internationally renowned advertising companies such as Ogilvy & Mather, hoping to make a breakthrough in advertising creativity, but all efforts have had little effect. The sales volume of Jiang Zhong Jianwei Xiaoshi tablets has been hovering around 1 100 million. Within the enterprise, it is felt that Jiang Zhong Jianwei Xiaoshi tablets lack the strategy of sales growth besides a large amount of advertising investment.
It rained all night, and when the two sides could not argue, Jiang Zhong Pharmaceutical received a report from the sales front line. Rival Wuhan Jianmin Jianwei Xiaoshi Tablet has adopted nationwide promotion activities such as the retail price is cheaper than Jiang Zhong's 1 yuan per box, giving space quilts to dealers, which has caused a great impact on Jiang Zhong Jianwei Xiaoshi Tablet market, especially the second and third tier markets.
Jiang Zhong Jianwei Xiaoshi Tablet is an important product and profit source of Jiang Zhong Pharmaceutical. In order to defend the existing market, people with different opinions got together temporarily and agreed to immediately increase the promotion of Jiang Zhong Jianwei Xiaoshi tablets.
At the same time, in view of the erosion of Wuhan Jianmin Jianwei Xiaoshi tablets in the secondary and tertiary markets, Jiang Zhong Pharmaceutical Sales Department launched a one-year "channel sweeping war" nationwide, aiming at strengthening channel construction and eliminating blind spots in distribution. Considering that there are many doubts about the market prospect of Jiang Zhong Jianwei Xiaoshi tablets, it will definitely bring more room for follow-up work. Jiang Zhong Pharmaceutical Marketing Department entrusted its strategic partner Mei Cheng Marketing Consultant Co., Ltd. (hereinafter referred to as "Mei Cheng") to systematically evaluate the market potential of Jiang Zhong Jianwei Xiaoshi tablets and assist Jiang Zhong Jianwei Xiaoshi tablets in brand positioning and promotion.
Any brand does not gain market share in a vacuum, and the surrounding competitors have their own turf. To evaluate the growth space of Jiang Zhong Jianwei Xiaoshi tablets and establish the brand positioning of Jiang Zhong Jianwei Xiaoshi tablets to distinguish it from other brands, we must first analyze the industry environment.
The low concentration of industry indicates that the market of indigestion drugs is immature.
Mei Cheng found in his research that the industry concentration of indigestion drugs market is not high, which obviously does not conform to the general law of market maturity (industry concentration refers to the proportion of the market share of the top four brands in the industry to the total market, which leads to high market concentration and market competition tends to monopoly competition).
In the statistics published by local authorities, some "eliminated products" without brands, such as yeast tablets, lactase, multi-enzyme tablets, have amazing sales. For example, the retail price of dry yeast tablets is only $0 per package 1 yuan, and its sales amount ranks in the top ten in the national digestive system drug retail market, ranking second only to motilium except for treating gastritis and peptic ulcer. At the same time, there are a wide range of regional products in various markets, among which there are countless products used to treat children's indigestion. The widespread existence and good sales of these two types of products show that there are still a large number of "blank markets" that have not been developed.
The competitive pattern of motilium in the indigestion drug market shows that there is at least room for a second brand.
In the field of dyspeptic drugs, it is found that there is only one strong brand of motilium in consumers' cognition, and there is no obvious second or third brand, so the market structure is not clear. In the long run, any market will eventually form a situation in which two brands (not two manufacturers) compete, such as Kodak and Fuji for film, Coca-Cola and Pepsi for coke. Their market share will eventually form two to one, with the leading brand accounting for about 40% and the second brand accounting for about 20%. And motilium stands out in the indigestion drug market, and there are no other strong brands, which further proves that the indigestion drug market is far from mature. Jiang Zhong Jianwei Xiaoshi Tablet can at least strive to become the second brand and seize the "miscellaneous brand" market.
The drug use rate of patients with dyspepsia is low, and their needs cannot be met.
At the same time, the study also found that the drug utilization rate in the dyspeptic drug market was low, and some consumers did not cause their demand for drugs when they had dyspeptic symptoms (abdominal distension and dyspepsia), so they often took methods such as rubbing their stomachs or walking to relieve them.
Among them, the situation of low drug use rate in children's market is particularly prominent. Because children's spleen and stomach are not fully developed, the incidence of dyspepsia is higher than that of other people, and the main symptoms are picky eaters and anorexia. On the one hand, children are in a long physical stage, and parents are worried that indigestion will affect their growth and development, so it is more urgent to solve the demand for indigestion. On the other hand, parents are worried that the side effects of drugs will harm their children's health and are very cautious in the choice of drugs. Therefore, because many parents can't find the right medicine, they use some folk earthwork and dietotherapy to solve it. In the end, the incidence of children's market is high and the demand is the most urgent, but the drug use rate is low.
From the above three aspects, the researchers in Mei Cheng come to the conclusion that the consumer demand has not been well met, and the indigestion drug market is far from mature, and there is a big blank market, which initially dispels the doubt that the growth space of Jiang Zhong Jianwei Xiaoshi tablets is limited. Domperidone: the market gap under the strong appearance
Why is this happening? On the one hand, the market is blank, and the needs of consumers have not been well met. On the other hand, motilium has been vigorously promoting education for many years, and its popularity is extremely high, but its sales volume has stagnated?
To explain this strange phenomenon, we need to know how consumers perceive motilium. Therefore, the researchers started with the information content and delivery of motilium, and found out their possible positions in consumers' minds, as well as their advantages and disadvantages:
The product form strongly shows that motilium is a drug for treating more serious diseases.
The brand name, product name (domperidone), packaging box, white tablets and other product forms of motilium have very obvious characteristics of western medicine and even prescription drugs. In addition, it was the first time for consumers to take motilium, which was mainly prescribed by doctors. Taken together, this information gives consumers a strong hint that this is a drug for treating serious diseases with strong efficacy. According to consumers' consistent cognition of drugs, the stronger the efficacy, the greater the side effects. They should only eat when they have to, and should not eat them often.
According to the survey data, consumers believe that dyspepsia is a "common disease" of more than 50%. Obviously, for indigestion, especially indigestion caused by improper diet, "small drugs" such as yeast tablets can be used, and motilium with strong efficacy is not the first choice.
It is based on these understandings that the children's motilium suspension introduced by Xi Anyansen has not occupied much market share in children's dyspeptic drugs.
Domperidone voluntarily "abandoned" a large number of regional markets.
Because 80% of domestic drug sales are in hospitals. Coupled with the disorder of domestic drug retail channels and mass media in the past, most foreign-funded and joint-venture pharmaceutical companies pay more attention to the development of hospital channels. First sell doctors' prescriptions, and then use doctors' prescriptions and mass advertisements to jointly promote sales in the retail market. Accordingly, when determining the key market of motilium, whether there are perfect and intensive hospital channels in the local area has also become an important measure.
At the same time, medical consumption is closely related to health awareness and economic income, with great regional differences. In 2000, for example, Guangdong, Jiangsu, Zhejiang, Shandong, Shanghai and Beijing, which ranked the top six in total medical consumption, surpassed the sum of the other 24 provinces and regions. This makes the vast majority of foreign-funded and joint-venture pharmaceutical companies regard whether the local area is a major drug consumption province as another important indicator for establishing key markets.
Combining the above two indicators, we can easily find that in the pharmaceutical industry, foreign brands (enterprises) are often concentrated in Jiangsu, Zhejiang, Guangdong, Shanghai and other provinces and cities, and other regions can not take care of them for the time being. Domperidone is no exception. According to interviews with enterprise experts, its sales volume is mainly concentrated in the above provinces and cities. This point has also been confirmed in the follow-up study. For example, in 2002 and 2003, motilium was used for advertising expenses in Jiangsu, Zhejiang, Shanghai, Guangdong and Beijing, accounting for more than 50% of its total advertising expenses (calculated by publishing price). Since the media in the above five provinces and cities give less discounts, the actual proportion should be higher than this figure. In other areas, such as Jiangxi and other provinces and cities, the advertising investment of motilium is almost zero, and the advertising cost of CCTV is also very small, which is similar to that of Beijing.
This extreme "concentration" approach makes the development of motilium in China extremely unbalanced, and it has matured in Jiangsu and Zhejiang markets, and consumers are familiar with motilium; Heilongjiang, Jiangxi and other abandoned areas are far away, and consumers know little about motilium.
As a new identity of "stomach medicine", motilium prevents consumers with indigestion from buying it.
By combing and analyzing the history of motilium advertising, we can clearly reproduce the promotion process of motilium:
1989 domperidone is listed as an "antiemetic".
On 1990, it was sold as "indigestion drug". The advertisement appeals to the four symptoms of "epigastric fullness, postprandial discomfort, abdominal distension and loss of appetite", with the slogan "Dyspepsia for help". After a year of promotion, sales have soared.
199 1 year, the sales volume of motilium was four times that of 1990, and reached 50 million boxes in 1997, and then the sales volume began to stabilize in the next four years.
200 1, in order to expand sales, the symptoms of motilium appeal were increased to "flatulence, pain, nausea and indigestion", and the advertisement was changed to "restore gastric motility and ask for help from motilium".
At this point, Yang Sen of Xi began to clearly define motilium as "stomach medicine" in the mass media.
Doctors also play a key role in consumers' cognition of drugs. In the research, it was found that many consumers were exposed to motilium for the first time because of symptoms such as "stomachache" and "stomach acid", and it was found from medical publications that many doctors used motilium as a record to solve these "stomach diseases". Gradually, the identity of motilium as a "stomach medicine" was gradually established and strengthened in consumers' cognition, while the identity of "indigestion medicine" in the past began to fade.
This was also confirmed in the follow-up study. As the symptoms of motilium's advertising appeal are constantly expanding to "distending pain", "acid regurgitation", "abdominal distension", "belching", "nausea" and "indigestion", the advertising slogan is changed to "aim at gastric motility and help stomach health", and "stomach" is used as the protagonist in advertisements. In the market survey at the end of 2003, it was found that consumers regarded motilium, Starbucks and Sanjiu Weitai as similar products and used them to treat "stomach diseases".
In the view of medical professionals such as Janssen Enterprise and doctors in Xi 'an, gastric motility disorders are treated with gastric motility drugs, such as motilium and cisapride; Digestive tablets for dyspepsia, such as yeast tablets and Jiang Zhong Jianwei Xiaoshi tablets; For gastritis and gastric and duodenal ulcers, antacids and gastric mucosal protectants such as Losec and Livzon are used. These diseases are all stomach diseases, and these drugs are different kinds of stomach drugs. Therefore, for Yang Sen of Xi 'an, motilium has always been regarded as a "stomach medicine", and this identity has never changed, but its use has been expanding.
Interestingly, the study found that consumers don't think so.
Consumers think that gastritis or gastric ulcer is called "gastropathy" and "dyspepsia" is another kind of "disease". "Stomach medicine" is used to treat gastropathy, namely gastritis and gastric ulcer. Its main symptom is "stomach acid and stomachache", and of course it can also solve some "abdominal distension".
And indigestion is caused by improper diet at ordinary times. This is a common disease, not even a disease. At this time, it is necessary to take digestive drugs to help digestion and solve the problems of "bad appetite" and "bloating".
In their minds, there is no gastric motility disorder, so there is no gastric motility drug.
-The above cognition of consumers is of great significance to the research of digestive medicine market.
Because "seeking help from motilium for indigestion" has been deeply rooted in people's hearts for many years, it is difficult to change, so this cognition will exist among consumers for a long time, especially in its strong market. In this way, motilium has two identities, which leads to the confusion of consumers: new consumers think motilium is a stomach medicine, and eating motilium for the sake of "indigestion" is simply nonsense; And the original consumers are very skeptical: it turns out that motilium is a cure for stomach diseases! (strong medicine! It seems that I have been taking the wrong medicine for many years.
Domperidone meets two different needs in two completely different markets, which makes him more inclined to a "medicine for treating stomach diseases"; Yeast tablets, which are generally called "small drugs" by consumers, are simply "digestive AIDS" in consumers' experience and have no side effects. This huge difference is the core reason for the existence of a large number of digestive enzyme markets.
After a comprehensive and in-depth study of the concept of motilium in consumers, researchers in Mei Cheng further confirmed that there are a lot of gaps in the dyspeptic drug market, whether it is a geographical gap or a functional demand gap for "daily digestion assistance" that motilium cannot cover. After discovering that there is a huge gap in the digestive medicine market, the researchers immediately conducted detailed interviews with experts (sales staff and major distributors) of Jiang Zhong pharmaceutical industry, mainly demonstrating whether Jiang Zhong Jianwei Xiaoshi tablets can occupy this blank market from the aspects of products and channels. After receiving affirmative answers, Mei Cheng proposed the brand positioning of Jiang Zhong Jianwei Xiaoshi Tablet-"Daily Digestion Aid" to Jiang Zhong Pharmaceutical.
It is positioned as a "daily digestive medicine", which avoids direct competition with motilium and seizes the market from digestive enzymes and local brands with huge market capacity (according to the national statistics of authoritative organizations, the sales volume and amount of yeast tablets, lactose tablets and multi-enzyme tablets are in the forefront, and the sum of the three exceeds motilium), at the same time, it fills the blank market of motilium in this region and meets the demand of Jiang Jiang.
At the same time, according to the information provided by enterprises, the existing consumer groups of Jiang Zhong Jianwei Xiaoshi tablets are mainly children and middle-aged and elderly people. They bought Jiang Zhong Jianwei Xiaoshi tablets mainly to solve the symptoms of "bloating" and "loss of appetite" that often appear in daily life. Obviously, the positioning of "daily digestive drugs" fully meets the understanding and needs of these existing customers, and can effectively consolidate the original market share of Jiang Zhong Jianwei Xiaoshi tablets.
Because the positioning of "daily digestive drugs" occupies a "blank market" and there are no "professional brands" in the market according to age, Mei Cheng suggested giving up the past practice of subdividing the digestive drugs market according to age, and making every effort to open up the whole category market of daily digestive drugs and covering all target groups with one product. At the same time, it is suggested that Jiang Zhong Pharmaceutical should actively reserve new products, such as children's digestive products, and launch them vigorously after the competition is mature, so as to subdivide the market by itself.
At the same time, the report pointed out that the first step in positioning "daily digestive drugs" is to gain market share for products such as yeast tablets and lactase, and these products that have no brand and only rely on low price penetration are mainly sold in second-and third-tier cities except some markets in provincial capitals. In addition, Wuhan Jianmin also impacted Jiang Zhong Pharmaceutical in second and third tier cities. Therefore, the result of the "channel sweeping war" implemented by Jiang Zhong Pharmaceutical will not only affect the immediate sales of Jiang Zhong Jianwei Xiaoshi tablets, but also directly affect the implementation of this strategy. We must ensure success.
Jiang Zhong Pharmaceutical accepted Mei Cheng's market evaluation and relevant suggestions. "Solving the positioning problem can help enterprises solve the problem of marketing mix; Marketing mix (product, price, channel, promotion) is essentially the result of positioning strategy and tactics. "
Philip Kotler
By establishing the brand positioning of "daily digestive medicine", the direction of marketing promotion is clarified, and the advertising standard is also established. All communication activities have evaluation standards, and all marketing efforts will follow this standard, thus ensuring that every promotion will promote sales and accumulate brand value (positioning).
Because of the establishment of standards, it is also convenient for enterprises to clearly choose the most efficient promotion and advertising methods, rather than who has the final say or who has the highest debate skills.
Just like Pepsi's advertisement, why did the spokesmen choose Aaron Kwok and Ricky Martin instead of Chow Yun Fat? Because Pepsi's positioning is "coke for young people", Pepsi chose the music superstar that young people are most keen on, even though the boss of Pepsi may appreciate chubby Pavarotti.
Because it avoids the competition with motilium, it faces a blank market with unsatisfied demand. Advertisements only need to repeatedly tell consumers what Jiang Zhong Jianwei Xiaoshi Tablet is and what it can do, so as to attract consumers to try to buy it, thus opening up this category market. Mei Cheng made a slogan for Jiang Zhong Jianwei Xiaoshi tablets, "Stomach distension, abdominal distension and indigestion, use Jiang Zhong Jianwei Xiaoshi tablets". Jiang Zhong Jianwei Xiaoshi Tablet emphasizes "daily medication, small medicine" as much as possible in its communication, and its advertising style is relatively relaxed and life-oriented, instead of adopting the horror or authority certification appeal commonly used in drug advertisements.
Because children are a special group, their main symptom is "loss of appetite", not "bloating" of adults. In addition, the media viewing habits of children and their parents, and the performance of drugs suitable for children in advertisements are very different. It is difficult for such a film to affect two very different people at the same time, so the company decided to shoot a children's advertisement separately and put it at a time when the ratings of children and parents are high. The propaganda theme is "Children should not eat it, but use Jiang Zhong brand Jianwei Xiaoshi tablets".
In the creation of advertising films, Mei Cheng suggested that Jianwei Xiaoshi film choose artists whose styles and images tend to be consistent with the brand positioning, and recommended sketch and film actor Guo, mainly because most of his previous works were healthy, kind, caring, relaxed and humorous, rather than falling into a purely ridiculous image. Moreover, the number of advertisements shot in China at that time was very small, and consumers were not easily confused. At the same time, Guo advertised "adults" and "children" of Jianwei Xiaoshi tablets to prevent consumers from mistaking them for two products, thus strengthening the connection between the two films.
In a TV advertisement for adult consumers, Guo, wearing a light green shirt, asked the camera with concern: "Are you very bloated?" Then the camera zoomed out, and he sat in a chair and made an expression of bloating. "Abdominal distension?" ! Abdominal distension? ! "Then introduced the solution," bloating, abdominal distension, indigestion, with Jiang Zhong brand Jianwei Xiaoshi tablets ". The picture of the advertisement is clean and concise, which is quite different from the practice of shaping "brand image" advocated by international 4A company. Get rid of too much decoration, and target advertisements directly to consumers' minds, thus quickly arousing consumers' resonance. This makes many consumers indigestion, abdominal distension, abdominal distension symptoms, will immediately think of Jiang Zhong Jianwei Xiaoshi tablets to solve the problem.
The TV advertisement for children is also simple and clear, which directly puts forward the parents' troubles: children don't like to eat. "Coaxed not to eat, fed not to eat" is the truest portrayal, which has aroused the concern of parents. Finally, I told the solution: "If children don't eat, use Jiang Zhong brand Jianwei Xiaoshi tablets quickly."
This kind of advertising film directly hits consumer demand and can quickly boost sales-this is a direct and effective brand advertisement.
Direct brand advertising can help brands enter the market faster, mobilize the enthusiasm of enterprises, distributors and consumers at the same time, which is conducive to the benign promotion of brands, gradually strengthen consumers' cognition, and gradually establish a unique and long-term positioning for brands-truly establish brands.
As far as promotion is concerned, Jiang Zhong Pharmaceutical knows that it is not enough to have a good product and a good positioning. Only by establishing the concept or value represented by this product in the minds of consumers can we complete a "thrilling jump" and realize commercial value. Moreover, competitors are also looking for sources of profit growth, and naturally they will not sit idly by and slowly open up exclusive markets. -Wan Yan is the first company in China and even in the world to market VCD. However, it is Aiduo and BBK who first enter the minds of consumers and finally get the most profit. Therefore, Jiang Zhong Jianwei Xiaoshi tablets need to be promoted in a stormy way and quickly enter the minds of consumers.
It is precisely because all enterprises have this awareness that Jiang Zhong Jianwei Xiaoshi tablets quickly got the biggest financial support from the group. In 2002, it invested more than 1 100 million in advertising fees, which laid a solid foundation for quickly seizing the position of "daily digestive medicine" and the market also gave rich returns to enterprises. In that year, sales soared to more than 300 million, nearly three times that of 200 1! Finally, it broke through the sales bottleneck of Jiang Zhong Jianwei Xiaoshi tablets with annual sales of only 200 million yuan.
This way of advertising investment is still controversial in the field of marketing in China. On this issue, we think that it is really a "Qin Chi-style" waste to lack positioning and only use huge sums of money to gain popularity. Grasping consumers' minds by using resources is a necessary guarantee for establishing brand positioning and becoming a strong brand. For example, Mr. trout said: "Establishing the position of a leader depends not only on luck and opportunity; And when others are waiting for opportunities, they need the courage to go out. " Obviously, both Jiang Zhong Pharmaceutical Co., Ltd., which has achieved success, and Harbin Pharmaceutical Group, which has always been the leader in the pharmaceutical industry in China, have this courage.
It is worth mentioning that after a year of "channel sweeping war", Jiang Zhong Pharmaceutical Sales Department has achieved remarkable results and basically eliminated the channel blind spots in the second and third tier markets. This provides the most basic guarantee for the soaring sales of Jianwei Xiaoshi tablets in Jiang Zhong. In 2003, Shenfang Xiaoer Xiaoshi Tablet in Hongjitang, Shandong Province, tried to go out of Shandong and put an advertisement on CCTV. Its advertisement is obviously aimed at the market of Jianwei Xiaoshi tablets in Jiang Zhong. The advertisement advocates that "children should use Xiaoshi tablets if they don't eat them"-its attempt to subdivide the market of Jianwei Xiaoshi tablets in Jiang Zhong is very obvious. Jiang Zhong Pharmaceutical's monitoring system immediately discovered this situation, and immediately obtained its relevant advertising data from CCTV Sophomore. As Shenfang Xiaoer Xiaoshi Tablet has strong strength in Shandong, it is one of the brands that Jiang Zhong Pharmaceutical has been paying attention to. With the assistance of Mei Cheng, Jiang Zhong Pharmaceutical quickly formulated and implemented a counterattack plan. On the one hand, a large-scale, long-term "buy-and-give" campaign was launched in Jiang Zhong Jianwei Xiaoshi tablets' Shandong base camp, Anhui and other listed provinces. On the other hand, the promotion of Jiang Zhong Jianwei Xiaoshi tablets (children's tablets) has been intensified in these provinces and cities, and the amount of TV advertisements has increased by three times ... Before Jiang Zhong Pharmaceutical launched a full-scale attack, the compound Xiaoer Xiaoshi tablets soon died down.
However, it is the attack of Xiaoer Xiaoshi Tablet that urges Jiang Zhong Pharmaceutical to further intensify its efforts to meet the challenge, actively deploy defense and accelerate the research and development of new products. In the second half of 2003, children's Jiang Zhong Jianwei Xiaoshi tablets went on the market quickly, and the sales situation was very good. At the end of 2003, another children's professional brand was ready to go public. Jiang Zhong Pharmaceutical Co., Ltd. said that it will continue to subdivide the digestive medicine market by self-attack when necessary, so as to meet the needs of consumers and finally protect and expand the market share.
* Note: The case study of children's Jiang Zhong Jianwei Xiaoshi tablets is discussed in another special article. See Drug Marketing Case: Strategic Segmentation for details. The repositioning and spreading of Jiang Zhong Jiang Zhong Jianwei Xiaoshi Tablet, a digestive aid for children, not only achieved a sharp increase in sales, from more than 654.38 billion yuan to 900 million yuan, but also became the first OTC drug sales in China in only five years. More importantly, Jiang Zhong Jianwei Xiaoshi tablets first entered the minds of consumers in the digestive medicine market, thus occupying valuable mental resources and being able to dominate this emerging market. At the beginning of 2004, CMMS, an authoritative international investigation agency, released the "Survey of the Most Competitive Brands in 2003" after investigating 70,000 consumers aged 0 15 ~ 64, showing that Jiang Zhong Jianwei Xiaoshi Tablets ranked second in the "whole gastrointestinal medicine market" and second in the "growth index". However, this brand survey did not cover the children's market where Jiang Zhong Jianwei Xiaoshi tablets have absolute advantages.
Today, Jiang Zhong pharmaceutical industry is gradually becoming the dominant market of daily digestive drugs in China. The fundamental reason for the success of Jiang Zhong Jianwei Xiaoshi Tablet lies in the fact that the enterprise, with the help of professional companies and under the guidance of positioning theory, made a comprehensive and objective evaluation of the digestive medicine market, thus thoroughly clarifying the cognition of "digestive medicine" and "stomach medicine", especially motilium, in the eyes of consumers, and finally established the brand positioning of daily digestive medicine, which is completely different from its powerful competitor, and made rapid and powerful efforts through accurate positioning advertisements.
Through this flank battle, Jiang Zhong Jianwei Xiaoshi Tablet completely established its leading position in the "daily digestive medicine" market. Now, for consumers, Jiang Zhong Jianwei Xiaoshi Tablet has almost become synonymous with solving the problem of "abdominal distension and indigestion". Therefore, if a brand wants to win the market fundamentally, its key lies in the formulation and implementation of brand positioning strategy. In this regard, we once again quote philip kotler's original words: "Solving the positioning problem can help the company solve the problem of marketing mix. Marketing mix (product, price, channel, promotion) is essentially the result of positioning strategy and tactics. "
In the case of insufficient market competition, if an enterprise succeeds in a certain marketing link (such as channel), it may win. In the modern marketing war, formulating and implementing a successful brand strategy is the key to win the war. At present, the "winning magic weapon" such as distribution rate and strong promotion, which are still talked about by many enterprises, will soon become commonplace in the cruel market competition-it is only a necessary condition for every enterprise to survive, and formulating a correct brand positioning strategy is the "fundamental law" for enterprises to win. On this point, China entrepreneur Liu Chuanzhi made it very clear in the article "Making Strategies, Shortcomings of China's Enterprise Competitiveness".