In this era of economic depression, how to do a good job in pharmacy marketing?

Economic depression will bring at least the following four opportunities:

1, the competition intensity is reduced.

During the economic depression, most enterprises will take the above measures to suspend investment, cut costs and save expenses.

As a result of this behavior, the intensity of market competition is greatly reduced, which provides opportunities for companies that are usually unable to compete with large enterprises.

At present, most industries are homogeneous and the competition is fierce. Especially in the mainstream market, large enterprises cluster together and small and medium-sized enterprises have no chance at all.

In this case, suddenly one day, the intensity of market competition decreased, and the competition was not as fierce as before. Are there any better opportunities for those enterprises that try their best to find market entry points?

2. Market noise is reduced.

During the economic depression, because most enterprises cut costs, the promotion activities of enterprises will also be reduced and the market environment will become quieter.

How to spread the brand? It is to convey the greatest value of the brand to the target customers through clear and clean information, so that they can remember us and consume us for the first time.

In a market environment where advertisements and promotions are flying all over the sky, if you throw in 6.5438+million yuan, you may not even see the splash, which is really a waste of water.

However, when the market environment suddenly becomes relatively quiet, what will happen if you throw in another 6.5438+million yuan? The effect will be very different.

So the economic depression is just a good opportunity for brand communication, especially for new brands, there may be no better opportunity than this.

3. Reduced value-added services.

The hot spring resort we mentioned above is a typical enterprise whose service standard is lowered because of the change of external environment. I believe that during the economic depression, even in the service industry, not to mention the manufacturing industry, it is inevitable that most enterprises will drastically cut back on value-added services.

However, if those enterprises do this, will consumers who are usually "spoiled" agree? I don't think so. When their consumption experience is greatly reduced, dissatisfaction will follow.

What is an opportunity? Consumer dissatisfaction is a great opportunity. When you open the history of Chinese and foreign marketing from EMKT.com.cn, you will find that most new brands have risen by taking advantage of consumers' dissatisfaction with old brands.

Early Japanese household appliances, poor service, consumer dissatisfaction, Haier seized this opportunity to rise;

The recent e-commerce, poor distribution, consumer dissatisfaction, JD.COM seized this opportunity to rise;

Now, consumer dissatisfaction will appear in most industries. Is it a great opportunity for a number of new brands to rise?

The answer should be in your heart!

4. The exposure of new products is reduced.

During the economic depression, most enterprises have another measure, that is, delaying the launch of new products. In other words, the so-called "bad timing" will make these enterprises cancel or postpone the listing plan of new products.

For those "aesthetic fatigue" consumers, this is another "bad news". Every day in the supermarket, I can't see a new product. The salesgirl will not give them any more samples, and the e-commerce will not provide new magenta bags. I see old products, old advertisements and even big date products every day. They'll be lonely!

At this time, a company's new products suddenly appeared, showing its new products, new services and new values in front of consumers, will it make consumers shine?

Think about how the "Shenzhou Special Car" got up. It is caused by people's long-term dissatisfaction with the taxi industry and aesthetic fatigue.

The taxi gives the impression that an old man with a Chinese mouth is driving an old car. He will hold you when he is happy and leave when he is unhappy. Faced with such an industry, the aesthetics of the people all over the country have long been tired.

Just then, when a group of handsome young people with civilized and decent manners and his well-equipped limousine appeared in front of everyone, lonely people were awakened and willing to accept this "new thing". Therefore, the Shenzhou special car won half of the country in one fell swoop, posing a threat to the entire taxi industry.

Reverse thinking can do a lot.

Let's go on talking about cars. Nowadays people like to use mobile phone maps when driving. Because both Gaode and Baidu have powerful functions of "avoiding congestion".

What is the idea of avoiding congestion? It is a typical reverse thinking, going in the opposite direction and bypassing the crowded vehicles on the main road.

In the market, this kind of thinking is equally applicable. If people rush in, you have to retreat; You have to do it while people are waiting to see it. I believe the effect will be very good.

From 65438 to 0994, Mexico suffered an economic crisis. At that time, almost all enterprises were reducing their investment in Mexico, but Coca-Cola took the opportunity to increase its investment in Mexico and won the previous performance growth.

During the period of 1998, the financial crisis swept across Asia, and most enterprises also reduced their investment and expenses. However, Samsung went against the trend and increased its investment in China, becoming the leader of many categories in one fell swoop.

In 2009, the global financial crisis spread to China. Without exception, most enterprises also cut back, but KFC did the opposite. Instead, it increased its investment in China to attract consumption and further consolidate and enhance its position as the leader of fast food.

It seems that daring to think backwards and dare to do the opposite can really achieve great things. So, I want to say here: Our entrepreneurs, don't be afraid of economic depression, let alone reduce the marketing expenses of enterprises because of the so-called "depression".

The more difficult it is, the more important it will be. Good companies don't need outlets. Whether there is a vent or not, they can spread their wings and soar in the blue sky. Because they are "eagles", not "pigs".