1, sales strategy and target

The products of this project belong to the medical device industry, but directly face consumers, mainly in the form of retail. In the early stage, they approached the final consumers through the three major sales networks of pharmacies, supermarkets and hospitals. Establish strategic alliances with hospitals and pharmacies, mainly adopt personnel promotion methods and certain promotion means at major sales outlets, do a good job in tracking and investigating the products sold, feed back the information after use in time, record the user's information, and input it into the company's customer database. Reward users who put forward valuable opinions.

In terms of sales methods, various promotional activities are considered in the early stage, with the aim of letting consumers know the efficacy and usage of "anti-virus biochip" faster.

As a brand-new product, "anti-virus biochip" has entered the market, which has impacted the traditional methods of preventing and treating colds. It is hoped that its advantages of good preventive effect, convenience and no toxic and side effects will be recognized by consumers, thus occupying a certain share in the market. According to the analysis of the medical device industry and the company's philosophy, the following short-term, medium-term and long-term sales targets are formulated. In the longer term, we can also set foot in overseas markets, such as the neighboring Southeast Asian market.

Short-term sales target

"Building a brand through sales means"

Let consumers know about this product through personnel publicity, "buy one get one free" and "prize sale".

Organize various thematic activities in major pharmacies, collect customer information, and establish initial databases.

Mid-term sales target

"winning by quality"

Let consumers be loyal to products.

And further promote products, such as advertising in various media.

long-range objectives

Facing Asia and entering the international market

By expanding sales channels, we will further explore the market.

promotion policy

Personal sales

Product sales are mainly based on door-to-door sales. The premise of developing the market is to establish a high-quality sales team. Members of the sales team should always communicate with the top management of the hospital, understand the requirements of the company and products, and constantly promote the progress of products. At the same time, it was affirmed by the hospital and recommended the product to patients. You also need to go to pharmacies, supermarket drug counters, sell products to customers, explain the advantages of products and competitive products to customers, and win their desire to buy.

The sales team will be composed of people with knowledge and experience in biomedicine and sales, and will receive regular retraining in product and sales knowledge. Sales performance is linked to bonuses, giving customers a certain discount and promoting sales.

After the product is sold, it is necessary to provide high-quality quality and after-sales service according to the psychology of the purchasing decision-maker, and establish a loyal relationship with customers.

advertisement

"Anti-virus biochip" is a new product with low cognitive level. The appeal point of the advertisement should focus on the characteristics of "antiviral biochip", such as good curative effect, no toxic and side effects (especially suitable for pregnant women, children and other people who have special requirements for common cold medicine oil) and low price.

The state has certain restrictions on medical device advertisements, and advertisements must be strictly examined by the medical device advertisement examination organ, and the examination time is generally fifteen days; Advertisements can be entrusted to medical device dealers or advertising companies.

There are many restrictions on promoting products from the front. You can establish a corporate image through public media to achieve the purpose of promoting products.

Corporate image advertisement

Publish well-made corporate image advertisements in mass media and professional media. Advertising strives to convey information accurately, and at the same time, with written reports, it will achieve better results.

Promote the company's concept-"your health, your responsibility"

"Your health is our responsibility"

Product brand advertisement

Brand advertising can be carried out through various channels. Radio and television advertising information transmission time is short, which can be used to improve awareness; Use newspapers and magazines to do some meaningful and high-grade advertisements to enhance the brand image; Brand advertising of products should maintain the unity of style, and use the characteristics of different media to establish an all-round and three-dimensional information dissemination network.

Public service announcement

In addition to using newspapers, magazines, radio, television and other communication channels, we also set up a good image of the company in social welfare activities. For example, organize activities with the epidemic prevention department to publicize the knowledge of preventing colds and relieving fatigue, and pay more attention to the sub-health status of white-collar workers and students.

public relations

Public relations began at the beginning of the company's preparation. The principle of public relations activities is to establish a good image of the company, advanced technology, courage to innovate, rigorous and pragmatic, and full of social responsibility.

In the initial stage of the company's preparation, the focus of public relations activities is to improve the company's popularity and assist in the construction of sales network.

Undertaking large-scale academic exchanges and seminars;

Setting up scholarships in schools can not only cultivate potential customers, but also establish a corporate image in the hearts of students and parents, laying a good foundation for middle and late sales;

After the official operation of the company, the focus of public relations activities is to establish corporate image, attract public attention, communicate with the public in two ways, deepen public understanding of products, and improve the awareness and reputation of products and brands.

Jointly organize popular science programs with the media, open popular science columns and open free consultation hotlines;

Make a lively and friendly homepage and carry out online public relations.

promotion policy

Short-term promotion strategy

Considering the initial lack of funds, we will avoid expensive TV, newspaper, internet and other publicity methods within 1 to 3 years, and promote sales through more targeted publicity methods.

saleroom

We establish cooperative relations with supermarkets, pharmacies and hospitals, and give these places a certain venue fee and promotion fee. Sales staff communicate directly with consumers to introduce the performance and efficacy of this product and its benefits compared with similar products, so as to gain consumers' interest and curiosity. In our investigation, we found that most people have a tentative attitude towards "antiviral biochip". We use the methods of "buy one get one free" and "sales with prizes" to attract public attention.

Outdoor media advertising

Outdoor advertising is also one of the important means, because people expect customers to know the products quickly from the beginning. Outdoor advertising has the characteristics of flexibility, high repetition, low cost and less competition. In recent years, in China, the proportion of outdoor, Internet and other advertising media has increased very well.

According to the performance of our products, our outdoor advertisements will be wall-mounted TV advertisements in hospitals and pharmacies, mobile TV advertisements on buses and subways, and light box advertisements. Because the main customers of the product are people who are easily affected by poor health (pregnant women, the elderly, children, etc.). ) and people who are easily tired (white-collar workers, drivers, students, etc.). ), people in poor health often go in and out of hospitals and pharmacies, while people who are prone to fatigue need to take transportation or go in and out of downtown every day, so these three publicity methods should achieve the publicity effect we need while controlling costs.

Large-scale promotion activities

Seize special festivals, such as Mother's Day, Father's Day, Teacher's Day and Youth Day, and carry out a series of large-scale activities with the theme of "Stay away from colds and fatigue". Invite experts to give on-site knowledge lectures and answer questions.

Due to the technical difficulty of this series of products, ordinary customers don't understand the mechanism, so they take the form of on-site knowledge quiz to give some samples to customers who answer the questions correctly. It can also be used for free on site, so that customers can feel the efficacy of the product in a short time and get immediate results.

The first year of the promotion activity is estimated to cost about 300,000 yuan.

Long-term promotion strategy

With the support of stable funds, we will gradually expand the publicity and scope, and strive to make the brand of "anti-virus biochip" deeply rooted in the hearts of the people.

TV

Television advertisements cover the widest target consumers and convey the most direct information. Through the simultaneous transmission of images and sounds, consumers will be stimulated to the greatest extent, and the product image will be accepted by consumers, thus entering the market at the fastest speed. According to the latest data, TV advertising has increased, accounting for 465,438+0% of the advertising market. Therefore, TV advertising will be the focus of the promotion of "anti-virus biochip" after its maturity.

In the advertisement, the preventive and therapeutic effects of this product on colds and its non-toxic side effects are highlighted. Advertisements should be related to family themes.

The time will be mainly concentrated in prime time every night. When the family is sitting together watching TV, they will be interested in this product, supplemented by some non-prime time, such as before and after TV dramas or commercial breaks. Put it on some major TV stations.

In the shooting of TV advertisements, different dramas can be launched for different market segments, and different plots and contents can be launched for housewives, the elderly, students, white-collar workers and other people.

network

Nowadays, the network has also become a key object. Network has the characteristics of fast spread, low cost and various forms, and is favored by customers and manufacturers. We publish advertisements about this series of products on the website about health and health care, with warm colors as the main body, giving people a warm feeling. Advertise in the health column of Sina, TOM and other portals, and design links to our company's website to inquire about relevant information. Also in Baidu, Google, Yahoo and other search sites, buy keywords, such as "preventing colds", "treating colds" and "eliminating fatigue", and link to the relevant information of this product. You can also conduct an online questionnaire survey to feedback customers' opinions and suggestions on the products in the company database in time.

magazine

The magazine has the characteristics of credibility, credibility, good printing effect, long effective time and strong circulation. Recently, reading magazines has become the living habit of most urbanites. The higher the income level, the higher the proportion of reading magazines. Women are older than men, and their age is between 16-40, which is consistent with our target consumers. For pregnant women, students, children, the elderly and white-collar workers in the target customers, combined with the actual situation of the products, exquisite color pages are made with outstanding colors and creativity, and the concept of health prevention is put forward. In view of the higher production and printing costs compared with newspapers, one content form can be designed and arranged in each issue.

In magazine advertisements, we also consider two market segments, which are mainly aimed at susceptible people and people who are prone to fatigue. We choose the following major magazines to publish color page advertisements: Friends of Health, Family Doctor, Fashion and Health, etc.

production control

1, site selection and layout reasons

2. Storage and transportation

For the current production enterprises, the efficiency of the whole logistics process is directly related to the operating cost and profit margin of the enterprise, from the procurement of raw materials to the formal production and the listing of finished products. Decided to adopt outsourcing, that is, to hire a professional logistics company to design and implement and provide logistics support. In the early stage of finished product inventory, it is also represented by a professional logistics warehousing company. After several years of development and mass production, our company has established its own professional warehouse to manage products in a unified way and reduce costs.

material purchase

The raw materials for producing "anti-virus biochip" are mainly electrical components and plastic shells. These raw materials are easy to buy from the market, and their sources are diverse, which can ensure the production supply and meet the needs of mass production. However, in order to reduce the cost, we published the purchasing information online, signed agreements with several nearby suppliers with high quality, suitable price and fixed price, formed a long-term cooperative relationship, and built a complete and optimized supply chain with the sales department. The transportation of raw materials is provided by the third party logistics.

In-plant production

Adopt the principle of "lean production mode" in Japan to eliminate all waste. According to the existing and forecast situation of orders, timely prepare material requirements plan (MRP) to minimize invalid inventory; Production adopts order traction mode instead of raw material propulsion mode; Let every employee participate in quality management, deal with information or problems in the process of plan implementation efficiently, make decisions quickly, implement them vigorously, and ensure timely control.

outsourcing

At the beginning, due to the small output and company scale, the company plans to outsource product assembly and product testing through cooperation with outsourcers. Because this series of products have patents to prevent illegal people from stealing, the production of core component chips is completed by the company itself. In the long run, the company expects to make a detailed evaluation according to the operation situation after five years of operation to evaluate whether to start building its own production line or still adopt outsourcing.

Technical service and maintenance system

In terms of after-sales service, because the products of this project were developed and designed by our company and have patent rights, the sales volume did not reach the critical scale at the initial stage of sales, so we initially adopted the method of sending someone to repair them. What needs to be emphasized here is that the company hopes to reduce the problem of after-sales maintenance of products through continuous improvement of technology and control of product quality and excellent rate. With the future development of the company, we will train professional maintenance talents in major cities and regions and establish maintenance outlets to serve the company.

technical risk

The product is a patented product, and there are still some problems in implementing the national intellectual property protection policy. Combating counterfeit and shoddy products is still a major event in national development; With the rapid development of high technology, the life cycle is shortened and the possibility of being replaced is increased; There are still some problems in customers' acceptance of new products, and the use of products may change the traditional prevention and treatment methods; National policies on the production, sale, inspection and advertising of medical device products.

Avoidance mode

Keep abreast of relevant national policy trends and take corresponding measures. Increase R&D expenses and strengthen the technical advantages of products. And actively cooperate with relevant departments to crack down on counterfeit and shoddy products.

Competitive analysis

In terms of market competition, we have fully considered the various situations in the existing market, and now we will analyze Porter's five competitive effects: