Marketing strategy of health products enterprises

When the health tea business owner found me, I was busy planning the project for several liquor companies. To be honest, I really did not want to take this project because in today's competition for health care products, the market is more chaotic than liquor No less. But was still touched by the boss's perseverance and determination, determined to take over the project, after in-depth research and analysis of the health care market, made the following promotion strategy:

First, the background market analysis:

1, the market chaos, a variety of diet tea, blood pressure tea, bowel clear tea, herbal tea and other health tea products flooding the market, so that consumers dazzled, no choice.

2, all kinds of health tea product efficacy is all-encompassing, the effect is very obvious, consumers feel deceived, to prevent psychological strong.

3, most of the shorter life cycle of products, consumers are easy to accept the new brand, the loyalty of the product is low.

4, improvement of living standards, work pressure, making people's awareness of the health of the body has been greatly improved, the market for health care products will increase.

Second, SWOT analysis:

1, advantage (S):

(1) The products are formulated according to Qing imperial diet Qianlong health care recipe combined with modern Chinese medicine, with rich and unique resources to tap and utilize.

(2) product efficacy and more, can choose to extract a lot of room.

2, disadvantage (W):

(1) product positioning is not accurate, large and complete positioning seems too hollow.

(2) product packaging is vulgar, giving the impression of memory is not profound.

(3) the product's taste with obvious drug resistance, it is difficult to cause the desire of consumers to consume again.

(4) The price of the product is somewhat high, making it hard for consumers to realize that they are getting the best value for money.

3, the opportunity (O):

(1) The life cycle of various products is short, leaving room for growth of new products.

(2) the effect of the product is not obvious, making the customer's loyalty is very low, easier to accept new products.

(3) The improvement of living standards, people's demand for physical health, making the health care products market is increasing.

4, threat (T):

(1) As the consumer market increases, new products will continue to enter the market, making the competition increasingly fierce.

(2) the overall market product efficacy is not obvious, making consumers have a strong preventive psychology.

Third, product marketing strategy implementation:

1, product strategy:

(1) Product Name: Royal Guanyin Royal compression sports tea

This product highlights the characteristics of royal compression, so that consumers feel the noble products from the Royal recipe, a deep understanding of the product anti-stress, reduce fatigue inherent effect.

(2) product packaging: men and women different styles of packaging

Products based on market demand, mainly in environmentally friendly paper bags, divided into different styles of men and women: men's products to dark blue-based colors, and men mature, steady temperament consistent; female products to orange-based colors, and women Virtuous, well-behaved coincide.

(3) Product taste: pure fragrance, elegant

According to the difference between men and women products, the taste is divided into: men tend to pure fragrance products, taste slightly heavier; women tend to elegant fragrance, taste a bit lighter.

(4) product efficacy: anti-stress, reduce fatigue

This product can withstand the pressure of work, reduce fatigue, exercise every nerve, long-term drinking appropriate to the body's vitality and health.

(5) Product Specifications:

5 grams per bag can be brewed 8 cups of water is better, is divided into 10 bags, 20 bags, 30 bags for a box of three different specifications of the package.

2, product positioning strategy:

With 20-40-year-old office workers as the main target consumer group, firmly grasp the consumer psychology of consumers, the main competitor for coffee.

Group characteristics: work pressure, the office space is deeply depressed, easy to fatigue, all day long unconscious spirit can not afford.

3, product price strategy:

The terminal retail price of 1.5 yuan / package is better, the price is more suitable for the target consumer group's consumer psychology, consumer groups will not afford the affordability of the financial burden.

4, product channel strategy:

With prefecture-level cities, capital cities as the main target city, the cooperation of the local advantages of distributors, the development of terminal supermarkets, pharmacies and other target consumer groups to reach places.

Advantage dealers:

Strong financial strength, the terminal network supermarkets, pharmacies and other sales outlets rich, strong distribution capabilities, business people good at communication, marketing concepts advanced, to establish a common goal of manufacturers.

Fourth, product dissemination strategy:

1, spread slogans:

Royal compression, easily every day

2, communication concept:

The royal compression as the main theme of communication, widely disseminated products royal recipe and anti-stress, reduce fatigue, the unique effect of this product.

3, mode of transmission:

(1) To disseminate the scientific and technological concepts of products in the form of newspaper soft articles so that the end consumers can realize the scientific and technological value of the products and the health benefits to the body after drinking.

"Stress, fatigue office family saved," "a bag of tea, eight glasses of water, easily every day," "I and Imperial Royal Guanyin compression tea campaign" and a series of soft Raiders.

(2) The product's sales terminal place to place X display rack, posters, hanging promotional color pages, to paste, door stickers, etc. are everywhere.

(3) Use of TV commercials to highlight the overall image of products, deepen the image impression of consumers and enhance their desire for consumption.

(4) Through direct visits by service personnel to the consumer groups in terminal sites and office buildings, publicity color pages and free trial products are distributed to enhance the visibility and credibility of products and promote consumer spending.

Fifth, product promotion strategy:

1, free trial of experiential strategy

Through the free trial of end-consumer groups strategy, let a deep understanding of the effectiveness of the product, to dispel concerns about products and prevent psychology.

2, personalized gift strategy

Each purchase of a large box (30 packs) will receive a printed with a unified logo of a beautiful cup, the formation of products and color matching echoes, the overall unity.

3, empty boxes for tea promotions

Consumers can support five empty boxes of the same specifications in exchange for a box of similar products.

In later marketing, the company will put in place the program is in place, although the limited strength of enterprises, but made in the regional market impressive sales.