京润珍珠粉保健品市场营销策划方案

京润珍珠粉保健品市场营销策划 京润珍珠粉保健品市场营销策划方案 策划人: 策划日期: to find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from yinglaisongwang, provide services to invite businessmen and for major projects, micromanaging, hands-on, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and service levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investment. Grasp the 目录 一、珍珠粉保健品营销的市场分析 ................................................... 3 二、珍珠粉保健品营销的竞争分析 ................................................... 3 三、消费者分析 ................................................................................. 3 四、保健品营销的企业状况............................................................... 4 五、优势、劣势、机会 ...................................................................... 4 六、保健品营销战略 .......................................................................... 5 (一)保健品营销的定位策略: ..................................................... 5 (二)保健品营销的沟通策略 ......................................................... 5 (三)保健品的销售策略: ............................................................. 6 (四)价格体系: ........................................................................ 6 (五)保健品营销渠道选择 ......................................................... 7 (六)经销商资信 ........................................................................ 7 (七)销售方式 ............................................................................ 7 (八)客户管理................................................................................ 7 (九)渠道促销: ............................................................................ 7 (十)广告策略: ............................................................................ 8 plemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the citace imity and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interftries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the cminis s reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with nationalroduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, aint simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from ality and service levels have alsoon, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service qu-laisongwang, provide services to invite businessmen and for major projects, micromanaging, handsingto find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from ysp thet. Gray's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investmen2 一、珍珠粉保健品营销的市场分析 1(近两年保健品市场一直低迷，市场运作很乱很杂，各种手段、各种概念炒得沸沸扬扬，消费者对保健品已不同前几年那样盲目跟风，而是越来越理性、理智。 2(以巨能钙、新盖中盖为代表的众多补钙产品和以降压0号为代表的调节血压类产品以及众多的珍珠粉同类产品，已在北京培育起了一个庞大的市场，消费者在产品选择上都有各自的喜好。 3(同类产品众多，在功能上互为交叉，每个产品既有主打功效，又兼具其他功能，承诺重，竞争更激烈。 4(国家对药品、保健品的管制越来越严，特别是北京市场,这给众多经销商和零售商均造成了冲击，导致产品的推广亦越来越难。 5(药品、保健品的宣传推广受到的限制也越来越多，加之媒体繁多，媒体成本增加，企业销售成本大幅增加。 二、珍珠粉保健品营销的竞争分析 1(根据整个补钙调压市场的基本情况，可以将京润速溶珍珠粉的竞争对手划分为1类竞争对手和2类竞争对手，其中1类竞争对手为珍珠粉类的其他品牌，如:圣泰、古风、玉王、华泰速溶珍珠粉等保健品。2类竞争对手为巨能钙、新盖中盖等系列药品、保健品， 2(价格上同类产品的价格普遍偏低。 3(众多品牌都宣传自己的产品吸收好，无副作用，有特殊功能，都有各自的卖点。 4(在市场销量居前列的产品，广告声势大，促销手段多。尤以巨能钙、高钙片为甚，而目前京润速溶珍珠粉在广告、促销、终端建设、维护上与之相比还有非常大一段距离。 5(珍珠粉系列的同类产品如华泰、古风、玉王其主要销售模式还是靠药店的自然销售和社区科普讲座直销。 三、消费者分析 1(大多数消费者用食健字产品比吃药心理负担小，但功效方面药准字产品比食健字产品在消费者心理的可信度高。 2(从公司几年来消费者的购买行为分析，购买公司京润速溶珍珠粉产品的消费群体主要为中老年人，其中女性占多数。 3(产品认知方面受广告影响大，(目前公司主要是通过讲座扩大影响，这非常有限，也不利于品牌积累)。但在购买决策上，医生、专家建议、导购员、营业员推荐甚至终端陈列对消费者影响很大。在大多数消费者心目中认为珍珠粉还是以美容为主，对它的补钙调压作用还认知不多。 4(北京的中老年人保健意识比较强，在经济上都有一定的基础，消费者不受职业、文化程度、收入等方面的限制。 5(影响消费者购买决策的主要因素: s an investment. Grasp thearound the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project a losely8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office cedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item ely fes with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timplementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contactnd imarge projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence aoffice LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to l iaisonvice levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing lces full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and seron, real offi-inglaisongwang, provide services to invite businessmen and for major projects, micromanaging, handsto find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from y3 1)产品功效:产品功效是消费者选择产品时第一考虑的因素，是否有效，是否纯天然、无毒副作用、人体吸收效果等非常关注。 2)广告宣传:广告是消费者了解产品的重要途径，对消费者的购买行为有积极的引导作用。 3)口碑宣传:消费者身边的亲朋好友如有服用后效果好的例子，他们的介绍、推荐，对其购买决策的影响是广告宣传所无法比的。 四、保健品营销的企业状况 1(京润公司在北京近七年来一直注重以讲座直销为主，在同类产品强大的广告和营销攻势以及众多如出一辙的科普讲座直销攻势下，市场一直没有发展壮大且出现市场萎缩。 2(产品定位不精确处于模糊状态。在宣传上所包含的内容太杂太多，包含了所有的消费人群，这样反而使消费者处于迷茫中无所选择。 3(广告宣传不到位。没有好的电视广告片，广告文案不全面没有说服力，没有鲜明独特的卖点，虽有少量广告支持，但力度太弱，广告形式死板、单调，无法形成品牌积累。 4(营销手段单一。传统销售网点建设非常少，网点布局不合理终端摆货差，维护不到位，管理混乱，促销活动少且没有新意，以致7年来京润珍珠粉品牌的知名度、美誉度、忠诚度还是一片空白。 (公司管理混乱，管理机制不健全，在决策上还处于拍脑袋的方式，家族5 企业管理的痕迹明显。 6(公司实力不强，运作资金不足，正在全面融资。 7(公司高层已经意识到管理、市场改革的重要性和大力开拓市场的决心，以及建立知名品牌对公司长期发展、壮大的重要性。 五、优势、劣势、机会 优势: 1)京润速溶珍珠粉是经国家卫生部批准同时具有补钙和调节血压两项功能的产品。 2)同时具有国家卫生部批准的药准字和食健字的批号。 3)高科技产品，98%溶于水，高达92%以上的人体吸收率。 4)疗效显著，能补钙调压同时一步到位。 5)产品新包装精美，吸引人，价值感强，在市场终端陈列中视觉冲击力较强。 6)服用周期长、量较大，没有副作用，适合长线消费 劣势: 1)品牌影响的积累值很少。 2)价格稍微偏高，且存在多种市场价格，如:社区部和市场部价格不一且相差比较大。 3)传统渠道营销人员不足，业务素质尚需要不断提高加强。 4)同类产品众多，竞争更加激烈。 5)终端铺点太少，终端维护太差，终端物料不全且少，又无良好摆位，与营业员关系更是一般。 6)任何药品、保健品都有自己的生命周期，***速溶珍珠粉运作市场多年而 s reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with nationalroduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, aint simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from ality and service levels have alsoon, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service qu-laisongwang, provide services to invite businessmen and for major projects, micromanaging, handsingto find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from ysp thet. Gray's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investmenplemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the citace imity and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interftries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the cminis4 一直没有大的发展，这对产品的市场推广也是一种压力。 机会: 1)产品自身过硬，经过多年的讲座直销积累了一定的客户基础。 2)随着我国经济的稳步增长，人们的收入增加，人们对身体健康越来越重视，保健意识增强，对各种保健品的需要与日俱增。 3)在同类珍珠粉系列产品中，目前尚无领导品牌。他们的营销方式也相对比较保守，终端维护差，网点不全。 4)目前市场上降血压类产品以医疗器械、药品为主，保健品相对较少，在同时具有补钙调压功能的保健品中，目前还没有强势知名品牌。 六、保健品营销战略 (一)保健品营销的定位策略: 1(品牌定位:塑造一个中老年人“家庭医生”全质服务化的品牌形象。以一个医学专家的形象帮助中老年朋友找回健康，找回年轻，从而迅速树立品牌。 2(功能定位:补钙调压 两步到位 3(人群定位:45岁以上身体不适的中老年人，有时间、有自主权，有一定的经济基础。 4(区域定位:主攻北京市区市场，辅攻周边郊县市场。 (二)保健品营销的沟通策略 1(传播重点消费人群，先进行理性诉求，再进行感性诉求。 2(直接沟通渠道: 1)药店、商场、超市的零售店员、柜组长、经理 2)各机关、企事业单位的老干部活动中心 3)养老院、各社区居委会 3沟通整合策略:统一性、性 1)高科技产品:现代工艺超高压破壁低温裂解 2)100%的纯天然、无毒副作用 3)98%溶于水、高吸收率 4)补钙调压 两步到位 5)口服胶囊型的珍珠粉服用方便 4(终端: 1)产品摆放争取在柜台的黄金位置，一定要尽量同畅销强势品牌在一起，陈列要生动化，增加目击率，造型要尽量完美。 2)招贴画、台卡、横幅、产品形象灯箱、易拉宝、柜台宣传彩页、宣传手册等能上的尽量上，力求将终端的氛围烘托得越来越好。 3)导购员要全面了解、熟悉产品知识，公司的基本情况，从吸引顾客注意、留住顾客介绍产品知识到说服顾客形成购买都要熟练形成一套有说服力的销售理论。 4)售后服务:专人跟踪，收集病历，定期回访、询问服用情况，争取客户二次购买，负责消费者的投诉处理。 5(媒体沟通策略: losely8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office cedback on the city and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item ely fes with national ministries and provincial authorities on contact and, from top to bottom convergence projects in advance, timplementation, as reported to national construction projects, I work a top priority, take the initiative to strengthen contactnd imarge projects to introduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence aoffice LAN from simple secure funding, and the shift to a more directly involved in the project, from the small projects to l iaisonvice levels have also been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing lces full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service quality and seron, real offi-inglaisongwang, provide services to invite businessmen and for major projects, micromanaging, handsto find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from ys an investment. Grasp thearound the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project a 5 1)《北京晚报》《北京日报》《北京广播电视报》《京华时报》等权威性的报纸为30%，北京广播电台为15%，促销50%，DM为5%。 2)完善公司网站，建立网上销售，发挥互联网的优势，通过网站将公司的产品扩大对外的联系、宣传。 (三)保健品的销售策略: 1、销售原则:通过专业的营销员，科学合理的铺货，扩大市场占有面，深度沟通营业员，指导消费者购买、使用。同时整合公司所有资源，重点配以各种新颖活泼的终端促销，打一场全面的终端拦截战。 2、网点划分:市场部将北京市场划分为四个片区，每个片区设区域主管一名，在北京市场目前所有的药店、商场、超市中挑选100家最好的终端,位置好、人流量大、销售额高、回款信誉好,进行铺货或设立专柜，每家终端尽量上专职的促销员、产品形象灯箱、广告牌、堆头、台卡等，终端陈列要尽量选择最好的位置，尽量生动化，吸引顾客的注意力。 3、终端铺货进度:坚持以建立一家巩固、完善一家的原则，分三个月建设100家大型终端。第一个月建立28家大型终端，每家终端配备一名导购员，在终端硬件上一定要配齐，第二个月建立36家，第三个月建立36家，合计100家大型终端,100名专职导购员。在此其间另发展60名兼职导购员，使北京市终端专兼职导购员共达160名。 4、组织机构:成立营销中心，加强对员工的培训，建立健全的管理机制，该中心主要负责北京市场的整体运作。 中心下设:市场部、社区部、招商部、售后服务部、企划部、仓储部、财务部、行政部。 市场部:负责北京市场各大药店、超市、商场、医药公司的终端建设、维护、销售以及专卖店、专柜的建设、管理。 5、社区部:建立直销队伍，与北京各企事业单位的老干部活动中心，各社区居委会建立友好关系，通过科普宣传、会的形式销售产品。 招商部:负责周边郊县代理商的招商洽谈、 管理以及新产品和加盟连锁专卖店的招商工作，同时也为今后全国市场的招商打好基础。 6、售后服务部:全力配合营销中心各部门的工作、建立各级顾客完整的档案，建立客房数据库。 做好来电来访和客户回访工作，及时处理投诉意见。 7、企划部:对公司整体的市场运作进行调研，策划市场方案和促销方案，制定媒体广告投放方案、媒体价格洽谈及广告文案的撰写。 8、仓储部:建立严格的产品发送、保管和库存报表，及时根据市场的需求调配产品。 9、财务部:略 10、行政部:略 (四)价格体系: 建议零售价:60粒新包装每瓶59元、122粒新包装为每瓶112元，终端铺货价为80扣至70扣之间，现款还可以再优惠点。 tries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the cminis s reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with nationalroduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, aint simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from ality and service levels have alsoon, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service qu-laisongwang, provide services to invite businessmen and for major projects, micromanaging, handsingto find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from ysp thet. Gray's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investmenplemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the citace imity and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interf6 (五)保健品营销渠道选择 1(各社区居委会、各企事业单位老年人活动中心 2(国有医药、药材公司、药店，如:同仁堂连锁店、金象连锁店、嘉事堂连锁店、京卫华康连锁店、医保全新连锁店、银建大药店等 3(大型超市、商场:如华联、城乡、北辰、燕莎、劲松、翠微、赛特等 4(周边市场、郊县招经销商进行独家代理 (六)经销商资信 1(收取市场保证金2000元至5000元，以达到不串货、冲货，保证市场秩序良性运作。 2(经销商现款进货，首批提货10000元至30000元。 3(经销商一年内产品销售不畅，在产品原样不损坏的情况下可以退货。 (七)销售方式 1(直销: 1)在A级药店设置专柜专人销售或租门面建专卖店销售。 2)在各社区、居委会、老干部活动中心进行科普讲座直销，这种模式公司已经运作相当成熟，也是目前公司的主要销售渠道。 2、经销:主要寻找经销分销商，现款提货，区域保护完成固定销量。 、代销:以大中型药店、商场、超市为主，铺货以点带面，找信誉好，回3 款及时的单位合作，可采取批结或月结算。这几种销售方面在北京市场同时进行，快速提高市场占有率。 (八)客户管理 1(对现有的直接客户和以后开发的各种客户建立完整的档案，进行电脑数据库管理。 2(客户分为A级、B级、C级，A级客户重点开发，定期走访一般每周二次，B级每周走访一次，C级每半个月走访一次。 3(编制各级客户销售明晰表，销售和客户走访计划。 4(货物往来，款资往来每月报表。 (九)渠道促销: 1、终端促销:专职、兼职导购员同时上，在兼职的对象选择上重点以优秀营业员、柜组长、其他不是竞品的业绩优秀的导购员为主，进行每盒返利。具体操作时，终端业务员应建立完整的药店管理档案和导购员档案，每家药店的专、兼职人员由所负责区域的业务代表确认完整的盒数后，在下一个月的月初与其结算。每周定期在一些大型终端开展系列促销活动，加强与终端的沟通促进销售。 2、促销特价:通过特价促销全力推荐产品，拉动消费者的需求，强化终端的推广渗透力。 3、定期策划一些大型促销、公关活动支持终端，扩大公司的影响。 4、终端维护: 1)维护好软终端就是让导购员、营业员、店面经理、咨询医生等能积极地为消费者推荐公司的产品，这就要求终端业务员要在情感上加强与他们的联系、沟通，将他们当朋友看待，定期组织店面经理、营业员和公司业务员开展联谊活 losely8 of the interface implemented on the national, provincial, for State investment of nearly 20 million Yuan. 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Hotel in Pingliang, Pingliang building and printingBrush factory service quality and seron, real offi-inglaisongwang, provide services to invite businessmen and for major projects, micromanaging, handsto find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from ys an investment. Grasp thearound the city's four pillar industries, large projects and more mature projects, brand focus and direction of the project a 7 动。 2)硬终端就是要做好产品形象箱、折页、宣传画、促销品管理、产品摆放等工作，同时还要做好终端监控工作，确保市场部的高效运转。 (十)广告策略: 1、宣传策略:根据目前公司的实际情况，通过对媒体的有效整合，以最少的投入最大限度地针对目标消费者进行宣传，将***速溶珍珠粉这个品牌牢牢植根于消费者心中。采取电台广告与报纸、促销、DM相结合的广告宣传方式，立体全面的影响消费者，扩大知名度。 2、宣传原则:整合性、统一性、专业性、集中性 3、USP(独特的销售方法):补钙调压 两步到位 4、广告宣传应遵循市场差异化原则，加大促销力度以推动市场提高销量，其中实效小促销活动应贯穿始终，以免广告投放造成浪费，销量起不来的不利局面，使市场启动期过慢，资金压力增大。 5、宣传媒介:广告发布以软广告为主，硬广告为辅。媒体选择以《北京日报》、《北京晚报》、《京华时报》、《北京广播电视报》为主要媒体，发布系列科普文章，同时辅以北京广播电台专题广告、DM、宣传册为补充，向目标群体进行诉求。 6、主题、公关活动: 通过主题活动加大产品的市场推广力度，同时也要运用独特新颖的手法从众多的竞争对手中脱颖而出，如:庆“国庆”京润速溶珍珠粉真情回报社会大型赠送活动;迎“国庆”京润速溶珍珠粉老顾客神秘之旅免费游等等，加大京润速溶珍珠粉品牌的宣传面。公关是获取营销资源的有效手 段，拥有营销资源，就拥有市场竞争的主动性，在市场开拓中，就可以少花钱，办同 样的事，让企业有良好的外部发展环境 y's four pillar industries, large projects and more mature projects, brand focus and direction of the project as an investmenplemented on the national, provincial, for State investment of nearly 20 million Yuan. The blue Office closely around the citace imity and the County (district). Liaison Office in Beijing this year, and cooperate with, or directly with item 8 of the interftries and provincial authorities on contact and, from top to bottom convergence projects in advance, timely feedback on the cminis s reported to national construction projects, I work a top priority, take the initiative to strengthen contacts with nationalroduce change, strengthening project work. Liaison Office in Beijing, always put the report convergence and implementation, aint simple secure funding, and the shift to a more directly involved in the project, from the small projects to large projects to been further enhanced. Second, creatively work towards funding projects onto a new stage. The Beijing liaison office LAN from ality and service levels have alsoon, real offices full service, full service role. Hotel in Pingliang, Pingliang building and printingBrush factory service qu-laisongwang, provide services to invite businessmen and for major projects, micromanaging, handsingto find solutions. Especially valuable is, these two missions took the city in Beijing, the considerable work in blue, from ysp thet. Gra8