关于眼药水市场计划的PRESENTATION 英文版课件

TheMarketingPlanofRohtoinChina吕雪娇0124298李晓霞0124279施展0124300张叶012428101030204IntroductionHillAlexanderfoundedYuccaCompanyinKansas(USA).PredecessorMentholatum(China)PharmaceuticalwassetupinZhongshanCityOneofitsbrandsisRohto--abrandofeyecareproductsIn1909,thefirstbottleofeyedropsintheworldwasproducedbyRohtoObjectivesSituationAnalysisMarketingStrategyMarketingProgramImplementationPlanPerformanceEvaluationandMonitoring123456ContentsMetholatumRohtoRigorouspharmaceutical,workwholeheartedlytosupportsociety,tohelpcreateabetterworldleadthedevelopmentoftheeyedropsindustryBusinessMissionsMarketingObjectivesIncreasebrandawarenessinChinaMarketto60%IncreasemarketshareinChinamarkeby5%inoneyearShort-termAchieveahighlevelofcustomersatisfactionamong95%oftargetcustomersBecomethenumberonebrandineyedropsindustryin5yearsIncreaseprofitmarginby10%Long-termSituationAnalysisCompetitionCustomerSWOTIndustrySales0402050103About1.14billionRMBin2014anupwardtrendSalesAnalysis＜1212~1819~2223~40Children:Poorself-control--WatchTVandplaycomputergamesforalongtimeStudent:UnderthepressureofthemiddleschoolentranceexamsandthecollegeentranceexaminationCollegestudents:watchthecomputerandmobilephoneetc.toolongOfficeworkers(VDT):Watchthefilesandcomputeretc.foralongtimePeopleworkingintenselywiththeireyes:drivers,workersinfactoriesoflabor-intensiveindustryCustomerAnalysisStrongpurchasingpower3.MarketingStrategy3.1MarketSegmentationStrategy3.2TargetingStrategy3.3PositioningStrategy3.1MarketSegmentationStrategy1.DemographicSementation.2.PsychographicSegmentation.3.BehaviorSegmentation.4.BenefitSegmentation.eyecareproductsmarkethasagreatdevelopmentduringrecentlyyears,whichcanbedevidedintothreekindsofproducts.preventingmyopiatreatthediseaserelieveingthefatigueeg:MoiclearEyeDrops;ZhenShimingEyeDrops;RenHeEyeDrops;Mentholatum

studentGroup：pupil(≤12)Middleschoolstudent(12-18)collguestudent(19-22)officeworkers3.3PositioningStrategypositioningmeanstomaketheenterpriseandproductbecomedifference,andmakeourproductkeepthecorecompetitivepower.preventingmyopiaandrelievefatigue.4.1ProductStrategy1.Productspecificationstrategy.2.Developingourproductwithdisdinguishingfeatures.3.Fullmanifestclustercharacter.4.Formastrongproductportfolioandavoidindividualcombat.ProductPortfolioeaseeyestrainCommodityNames:NewROHTOEyeDropsFunction:easeeyestrainanti-inflammatorycureconjunctivalcongestion,chroincconjunctivtisandetc.forkids!CommodityNames:CompoundTaurineEyeDropsFunction:sterilizationconforteyesanti-inflammatorydesignedforkidsunder15yearsoldredeyediseaseandhordeolum!CommodityNames:CompoundSodiumSulfamethoxazoleEyeDropsFunction:antiallergicsterilizationanti-inflammatorycureredeyediseaseandhordeolum4.2PricingStrategy1.Costpluspricing2.Marketcompetitors3."asetofpricesystem,twokindsofrebatepolicy"4.3PlaceStrategy

traditionalchannelnewchannelproductcommunitydrugstoresupermarket4.4PromotionStrategyAdvertisingCampaignPersonalSellingSerialpromotionAdvertisingCampaignMay,2015-May,2016Friday7:58a.m-10:02p.mSatarday7:58a.m-10:02p.mMay,2015-Dec.2015FromMondaytoFriday7:00p.m-9:45p.mPositioning:EasternChina,Beijing,Shanghai,Guangdong,

ChangshaandWuhanForm:

Pre-movieAdvertsFeb.,2015-July,2015

PersonalSellingconsultativeselling

SerialPromotionluckydrawcouponloyaltycardRMBMarketcharacteristics:5first-tiercitiesScaleoftest:TypicalsupermarketsandpharmaciesTiming:2014.7.1-8.31Objective:salesvolumeshouldfinish80%ofstocksputintomarketA:spreading---Afterpromotion,theadvertisementwillberecognizedbylargescaleofpeople,andmanypeoplewillhaveaknowledgeoftheproductsB:sales---Afterla