Health care product marketing case

Marketing strategy of arctic deep-sea dog oil health care products

Introduction of Arctic deep-sea dog oil health care products

Arctic deep-sea dog oil health care products are produced by Delis Group, which first started in the village-run flour mill in Xilaozhuang, Zhucheng City, Shandong Province. 1986165438+10. In October, Xilaozhuang Food Industry Company, the predecessor of Delix Group, was established, and its main body was a refrigeration plant. From 65438 to 0989, Zheng Heping, president of the company, introduced low-temperature meat products production equipment from Germany with strategic vision, and produced the first batch of low-temperature meat products in China market, which caused a sensation in the whole province. In order to open the national market, they also adopted the business strategy of "from point to area" and set up branches all over the country. The group invested 654.38+0.8 billion yuan to introduce foreign advanced production equipment to produce eight series of low-temperature meat products with more than 60 varieties. It passed the IS09002 quality system certification for the first time in the same industry, and won more than 40 national awards such as "Recommended Products of China Consumer Foundation", "Golden Bridge Award for Best-selling Domestic Products in China" and "Excellent Award of National Spark Plan Achievement Expo". By 1998, Delis Company has developed into a large-scale food franchise group with 23 domestic-funded enterprises, 5 joint ventures, assets of 747 million yuan and nearly 3,000 employees, a large national enterprise and an enterprise group with separate plans of Shandong provincial government. The national statistical annual report ranks first in the sales volume of low-temperature meat products in China, and ranks fifth and seventh in the selection of the largest business scale and the best economic benefit of the industry in China.

During the period of 1997, Zheng Heping, president of Delix, visited Canada and was very interested in the introduction of fur seal products by fur seal expert system. In March, a Canadian delegation from Newfoundland paid a state visit to China. Under the recommendation of the Ministry of Agriculture, Delis Group signed cooperation documents with the Canadian Minister of Fisheries and the Governor of Newfoundland Province, becoming the only fur seal developer licensed by the Canadian government in China. 1On August 22nd, 997, Delix Group and Canada Western Seafood Development Co., Ltd. * * jointly invested 80 million yuan to build Shandong Arctic God Bioengineering Co., Ltd., with a modern workshop of 8,000 square meters. Seven months later, the first batch of products were successfully trial-produced.

Arctic seal oil is a pure natural health product extracted from seals. It has the functions of reducing blood fat, repairing blood vessels, replacing fat and maintaining immune balance. In addition, Arctic deep-sea dog oil also contains DHA (brain nutrient), which can provide sufficient nutrition for the brain and nervous system, making people clear-headed and energetic. The product image of Arctic God is positioned as a high-grade gift. Consumers are positioned as middle-aged and elderly people who need gifts, middle and high-end income groups and public relations groups.

2. Market competition analysis of health care products

Edible health care industry is a rapidly growing sunrise industry. People's demand for health care products is growing faster than their income. Since the 1960s, the consumption of health food in Japan has increased by 50 times in the past 40 years, while that in Western Europe and the United States has increased by 30 times and 20 times respectively. From the point of view of nutrition, more and more people care about their lives and their physical and mental health. According to a report of the United Nations Health Organization, nearly 65,438+00% of adults in the world are in sub-health state, especially mental workers, who need all aspects of health care.

Health care industry, a sunrise industry, has experienced ups and downs in China for less than ten years. By 1999, the number of enterprises producing edible health products in China has increased from less than 100 in the 1980s to more than 3,000 now. However, the brilliance in quantity does not mean the Excellence in quality. Due to the sudden increase of manufacturers and chaotic management, the current health care products market has formed a disorderly competition situation, with chaotic brands, short product market life, and similar formulas, processes, dosage forms, commodities and corporate image. Some small enterprises lack enthusiasm for the research and development of new products because of lack of funds, talents and limitations in subjective understanding. The industry layout is scattered and chaotic, and it is difficult to form a fist product and a leading enterprise.

1994 is the most brilliant day in the health care product market, with "turtle essence" as the typical representative, and the sales of similar enterprises in China exceed 30 billion yuan. But this state is not a real market prosperity, on the contrary, there has been all-round chaos. Due to the lack of strict management and review in emerging health care industry, manufacturers take the opportunity to make profits, and the quality of products is not guaranteed. Secondly, in the face of immature consumers, enterprises exaggerate the function and efficacy of products, deceive and mislead consumers, resulting in consumers' distrust and even rebellious psychology of health care products. In addition, the manufacturing enterprises have an unhealthy mentality, are eager for quick success and instant benefit, engage in short-term behaviors, and plunder the market by high-priced speculation, which makes some consumers who are already aware of health care daunting. All these have led to the fleeting glory of 1994. Since 1994, the health care product market has gone through a process from chaos to rectification. From 65438 to 0996, the examination and approval authority of health products was uniformly planned by the provincial health departments to the Ministry of Health. However, increasingly mature consumers have shown an unprecedented cautious attitude towards key protected products. 1997 in the second half of the year, the health care products market fell into a downturn again. As of1August 1998, there were 1267 approved health foods in China, including 1 135 functional products. Nutritional supplements 132, imported products 1 12, 55% of which are related to traditional dietotherapy in China. Functional distribution of these health care products: * * 30 functions were approved, totaling 1564 times, including 486 times of immune regulation, 247 times of anti-fatigue and 238 times of blood lipid regulation. However, the total number of these three functions is 97 1, accounting for 62. 1% of all functions, and the structure is seriously unbalanced and the varieties are similar.

According to insiders, the demand for health care products by mental workers, sub-healthy people and the elderly is the foundation of health care industry's prosperity and development. According to the purchasing power level and other factors, only when China's per capita annual income is between 20,000 and 30,000 yuan will there be a stable demand for edible health care products. Therefore, it is predicted that a mature consumer market of edible health products will be formed in China by the beginning of 2 1 century. From the situation of 1998 and 1999, there are some signs of recovery in the health food market due to the gradual standardization of the market. Enterprises realize that they can't become the masters of the market by inferior products and high advertising costs, and finally they have to run away and start to pay attention to improving product quality, and advertising has also begun to be pragmatic. Although a few powerful enterprises suffered heavy losses in the previous vicious competition, they quickly recovered their vitality and embarked on a virtuous circle.

It is worth mentioning that before Arctic sea dog oil was introduced into the market, several products with similar properties had appeared in the health care products market, among which Alaska fish oil was the most typical one. Its function is similar to seal oil, and it is well-known in the eyes of consumers because of its initial pyramid scheme.

3. Consumer analysis of health products

Historically, China has always had the traditional consciousness of health care and nourishing, and has the habit of eating health care products. Now that living standards have improved, people's pursuit of health has become stronger. Health products are good for health. Among the 65.438+76 billion students in 850,000 primary and secondary schools in China, the intake of protein, calcium, zinc, vitamin A and vitamin B2 is generally insufficient, and the proportion of iron deficiency anemia is as high as 30%-40%. With the arrival of "aging society", the demand for health care products by "silver-haired people" is particularly strong, and their purchasing power is also very strong. There are also middle-aged people who are under the double pressure of family and career, which is a huge consumer market. Parents of infants and young children are very willing to invest in nutrition and health products. In recent years, modern women have become a dark horse in the health care products market, and the demand for beauty and health care products has increased rapidly, which constitutes the potential driving force for the rapid development of the health care products market in the future.

However, there is a misunderstanding in the understanding of health care products, which is to regard health care products as medicines. This is not only related to the traditional eating habits of medicine and food in China, but also related to the manufacturers' illusion that consumers exaggerate the function of eating health care products. According to the survey in Beijing, Shanghai and other cities, at present, 93% of children, 78% of the elderly and nearly 50% of young and middle-aged people are eating all kinds of edible health products, and more than 95% of families have different types of nutritional health products. Among the consumers who eat health care products in Beijing market, 38.5% buy health care products as gifts; Among the consumers who buy health food for themselves, 55% think that eating health care products is nutrition, and even 8.6% think that health care products can be used as medicine to treat diseases. In fact, experts believe that eating health care products is not a necessity, it is only an investment in future health under the condition that people are healthy; Not many consumers know how to remedy after they are sick.

Fourth, the marketing strategy of Arctic deep-sea dog oil

(A) Arctic sea dog oil pricing strategy

When pricing products (see table 1), some people once thought that the price of products was too high, so it was suggested to use small packaging to reduce the weight. However, the company believes that the amount of health care products is too small to achieve the effect or the effect is not obvious. At present, this kind of packaging can only be formed after repeated experiments prove feasible and effective. The price is determined by the high quality of the product itself and the positioning of the consumer groups. Compared with the price of high-grade tobacco and alcohol, the price of seal oil is not high. And in today's "gift health", consumers also have the psychology that the higher the price, the better the quality. Product name and specification retail price of seal oil lg× 100 capsules/bottle 279 seal oil lg×45 capsules/bottle 139 gift box 2 bottles/box 489 gift box 4 bottles/box 996 (II) Channel strategy of Arctic seal oil

The company implements a "two-legged" marketing network for the sales of Arctic Shenhai dog oil: first, the regional manager contacts the signing agent; The second is a company directly authorized by the head office. Arctic God Sales Company sends business representatives (regional managers) to all regions. The task of the regional manager is to review and select dealers, and to be responsible for the coordination of contact and payment collection, and not to engage in sales directly, as shown in figure 1.

1.

Figure 1 Arctic deep-sea dog oil sales organization chart

In terms of supply price, the head office stipulates that the regional manager should contact the signing agent, and the regional manager should be responsible for delivery, and the agent should settle the account directly with the head office. The agent enjoys the treatment of wholesale price, and the reward is 10% of the payment for cash delivery at wholesale price. The company undertakes the investment of local advertising fees (mainly referring to news media). Authorized company enjoys ex-factory price, and cash is directly picked up from the head office and distributed to dealers and shops. The price delivered by the authorized company to the distributors shall not exceed the wholesale price, and the price delivered to the stores shall not exceed 105% of the wholesale price. The head office will bear the local advertising expenses for the first three months to help start the market, and the advertising expenses will be borne by the authorized company itself in the future. The head office specifically proposed that it should not exceed the national unified retail price of Arctic deep-sea dog oil. Anyone who violates this regulation will be severely punished after verification by the head office, and his agency and distribution qualification will be cancelled. In order to stimulate the enthusiasm of agents, the head office also implemented an incentive policy for agents: authorized the company and the regional dealers determined by the regional manager to sell 50 thousand bottles and reward a Santana car; Those who sell 654.38+10,000 bottles will be awarded an Audi 100 car (subject to the refund amount).

(c) arctic sea dog oil promotion strategy

Although it is the first time to set foot in health care industry, Arctic God Company is fully aware of the important role of advertising in the marketing of health products. Therefore, the company has made a detailed plan for the advertising work of Arctic God.

On September 28th, the first press conference of 1997 Arctic God products was held in the Great Hall of the People in Beijing, attended by some officials from the State Administration of Medicine and the Ministry of Health, as well as relevant experts and professors. After that, CCTV made a brand advertisement with the theme of "Arctic Shenhai Dog Oil was grandly listed". Since June 1998 and 1, the company has inserted advertisements in CCTV's Song of the Week, News Investigation, Military Report and Supply and Demand Hotline. The company also made full-page, half-page and l/4-page advertisements in five national media, such as People's Daily, Economic Daily, Legal Daily and Health News. From1May, 1998, the company chose Taiwan Province actor Wang Siyi as the image spokesperson of Arctic seal oil, in order to successfully play Pan Jinlian in the TV series "Water Margin" at that time, and put forward the slogan "Everyone is worried about gifts, I will give Arctic seal oil". On August 5, the head office held the second press conference of Arctic God products in Beijing, laying the groundwork for the next marketing war of Arctic God.