White toothpaste is Yunnan baiyao group of innovation to try, however if baiyao toothpaste in product positioning on the hope that the "commodity" and "health drugs" co-existence, in advertising, channel construction, in "two does not rely on".
2005 Yunnan baiyao Group develop fast moving consumer goods market is a key year, Yunnan baiyao toothpaste can succeed in a new identity, determine the Yunnan baiyao to enter the fast moving consumer goods industry, the success of the first gun. Yunnan baiyao group external claims that this business 2005 toothpaste sales target set at 100 million Yuan, and the 2004 Yunnan baiyao toothpaste listing for half a year just to generate sales of 200 million. From 200 million to 100 million, just a short time, Yunnan baiyao toothpaste can achieve marketing myth?
"In the toothpaste industry we do not have the brand, so do not do marketing idea is rather ordinary daily to toothpaste for health products. This trick is called sword go and medals, and Colgate, positive anti-does not attack, not by volume, with single high added-value to gain efficiencies and create toothpaste products myth. "Responsible for sales of Yunnan baiyao group pharmaceutical e-commerce limited, Deputy Chief of Qin Wan min.
However, Yunnan baiyao toothpaste's product positioning and channel promotion, "cosmetic product" and "health drugs" between uncertain and swing into Yunnan baiyao toothpaste market breakthrough of the biggest obstacles.
Location of swing: daily or drugs?
White toothpaste is Yunnan baiyao group co., Ltd. developed and produced by a nurse-gingival health products-gear function. It is based on the high prevalence of periodontal disease, lack of effective prevention and treatment of periodontal disease, development of real products to toothpaste to vector, containing the Yunnan baiyao special active ingredients to prevent gingival bleeding, gingivitis and periodontitis, gingival atrophy and mouth ulcer professional dental care, health care products. It was the advent of Yunnan baiyao boasted a "revolutionary turned China oral care, care of a new era for the Chinese people's dental health offers new safeguards".
It should be said, Yunnan baiyao Group launched the "prevention and treatment of gingival hemorrhage" as the main aspiration points baiyao toothpaste, is one of the enterprises themselves and consumers of potential demand, targeted focus market segmentation products of a very good attempt.
Yunnan baiyao toothpaste market potential and advantages mainly has three points: first, the Yunnan baiyao the visitants in China in the perception of consumers is quite high, white drug of hemostasis, tissue repair, stasis, widely recognized by consumers, white toothpaste prevent gingival bleeding of function calls is easy to convince Chinese consumers; second, 80% of consumers in China are different degrees of gingival bleeding, a huge potential market; third, the present toothpaste market, although there are many brands of toothpaste with prevent gingival bleeding, ulcers and other oral diseases of energy efficiency, but will focus on integrated energy-efficient and prevent gingival bleeding to appeal on this point, the sole Yunnan baiyao toothpaste company, so this area of the competitive environment is relatively relaxed. This is the future for Yunnan baiyao in realization of "white toothpaste = prevent gingival bleeding toothpaste" strong position brings opportunities.
Consumer groups: high-end or patients?
It is precisely because this kind of confidence, at the beginning of the Yunnan baiyao toothpaste listing, go to a high-end line, according to different test market price each $ 22 to 24. Recently, the author investigates the Wal-Mart and some chain drugstore, Yunnan baiyao toothpaste market retail prices basically unified in the 19.8 Yuan/extension. According to the industry in General, a weight 120 g of toothpaste, priced at $ 6 or above in relation to premium toothpaste, such as Colgate, black girls, anti; price $ 2 ~ 6 is a mid-range toothpaste, 2 $ count low. In the brand up to over 40, over 300 kinds of varieties of toothpaste on the market, it is rare for a few prices in 20 Yuan of toothpaste brand.
Obviously, the white toothpaste will position itself in the high-end market, that is, it's target audience basically locked in two groups: one with gingival bleeding symptoms of high-end income populations; second, the income is not necessarily high, but at least the gingival bleeding of severe patients. The second type of crowd on price sensitive, they usually only other toothpaste and its corresponding drug doesn't produce, may turn into white toothpaste to try.
So, what exactly is the choice of white toothpaste and high-income groups or gingival bleeding in patients with severe as your core target consumer group? the urgent problems that will have a direct bearing on the white toothpaste brand and its publicity, promotions and other marketing actions of directional, aim and effectiveness. In other words, this problem is directly related to Yunnan baiyao toothpaste is selling toothpaste or selling drugs.
But now it seems, baiyao toothpaste does not want to focus on the consumer groups further segmentation and better choice. For example, in its television advertising, we saw a white toothpaste to prevent gingival bleeding of demand, but not from the product's usage scenario, advertising character's clothing and temperament, etc., see any white toothpaste high-end implied. In other words in addition to price and package on high-end interpretation, Yunnan baiyao hasn't made the white toothpaste into high-end crowd enjoy brand.
Daily chemicals, and other rules of the game industry kuaixiaopin, relative to the Yunnan baiyao previous long-term are drug industry, have stronger brand exclusive features, it can be said is simply not exist both ways and can satisfy every type of crowd brand. White toothpaste for target populations of full coverage policy, it is difficult to give possible long-term consumption baiyao toothpaste high-end crowd with psychological interests, so that you can not protect their brand loyalty.
If the Yunnan baiyao only in education and cultivating this segment of the market, but not in the core build brand loyalty of consumers, in time, once you have a little strength of competitors introduced the same feature, price slightly cheaper products, white toothpaste and what consumers think their expensive is right?
？The author predicts that if this situation does occur, in front of Yunnan baiyao toothpaste, there will be two paths are waiting for it: a substantial reduction in the price wars, the second is the location rocking lead to inefficient competitive barrier construct may not be successful, it could replace their own competing products pushed gradually headlong bolt.
Marketing suggest:
1. position the main consumer population suffer from gingival bleeding symptoms of high income groups. The main consumer crowd and white toothpaste, high-end price match, become and high-end crowd wants to correspond to the brand, to powerful sniper-low-price competitors follow suit. For the main consumption crowd, build out their exclusive brands, let baiyao toothpaste to give them more and more psychological interests, to strengthen their sense of identity and loyalty. This also requires "Yunnan baiyao" this century-old brand connotation, image adjustments and consolidation, etc.
2. the direction of different age groups, and other breakthrough to enrich their product portfolio, rather than a solitary products in supermarkets, convenience stores and chain drugstore shelves.
3. According to the main specific features of the consumer population, remake of an advertising film, if you still use scare-tactics, let this advertising film more "terrorist", so that white toothpaste on your target audience more violent shocks, let them deeper memory, resulting in stronger purchase impulses, and strive to make the "prevent gingival bleeding toothpaste = baiyao notions of toothpaste".
Channel vacant: supermarket or drugstore?
Yunnan baiyao in white toothpaste on a healthcare product marketing ideas, in the channel selection at present mainly on two legs: 1 chain drugstore, second is somewhat selective access to the hypermarket and supermarket.
It should be said that this channel planning, both let baiyao their traditional toothpaste and flagship product formed a high level of channel resources sharing, and let myself because chain drugstore "access costs" are relatively low, competing with each other for information interference of toothpaste brands relatively few, thereby facilitating their access to larger operations space, also allow themselves to a daily chemical products channel operation of the law, formed through supermarkets and chain drugstore on the target population for two lines of coverage.
However, Yunnan baiyao ignores this: consumer habits to supermarkets and convenience stores and other places to buy toothpaste, chain drugstore relative to these channels, there is obviously a new toothpaste products "," need channels to nurture, induced changes in consumer habits.
In the early stages of market listing of Kunming, Yunnan baiyao had local TV ad on "drug stores and malls sale" information tips (continued today). However, we are not in Yunnan baiyao great intensity of CCTV's advertising in such a prompt. It doesn't want to through the chain drugstore forever and natural evolution, to wait until the white toothpaste in the "new channel" mature?
Then, white drug toothpaste in daily chemical products used in the performance of channel? 5 day of the month, the author of Kunming, the West at Wal-Mart store ready to buy a white toothpaste, but the search process can be hard to describe. Because, I found did a period end of white toothpaste was gone, it is also somewhere? it is hidden in the lowest layer of the shelf, absolutely want you squat body or head finely search to find.
In fact, whether in the toothpaste common channels or chain drugstore, white toothpaste display location can be used to describe the difference, and basically not what display surface. Not a shelf position is too low, is alone in the vast assortment of medicines, flooded, or a few little toothpaste in a non-drug area "back the location of the eye", you need to have patience to find. In addition to these, we in the terminal are also almost can not find any relevant baiyao toothpaste POP materials.
Yunnan baiyao retail prices close to 20 Yuan/extension, to accept the crowd was limited, but it does not yet have Colgate and anti this brand influence, if not easily found in the Terminal, it is clear that can significantly affect its sales points of market share and sales of in-store.
Yunnan baiyao channel show the reason for this is nothing more than four possible: one is the Yunnan baiyao haven't baiyao toothpaste altitude promotions landing, even not ready for terrestrial street fighting work; the second is even ready to fight, but because the early market launch, the less-than-ideal, taking into account the problems of input and output, or adjust the position of marketing programmes, temporarily restrained; third, Yunnan baiyao operation daily chemical products marketing talent shortage, his team has not adjusted out doing baiyao toothpaste channel operation; the fourth is at the end is the select chain drugstore or select common channels owned toothpaste channels, original concept has been shaken, had hesitated.
Although white toothpaste is toothpaste, but as long as necessary for chain drugstore, Yunnan baiyao of cultivating it as white toothpaste as the main channel's vision is achievable. However, if we believe that all target white toothpaste consumer groups are able to chain drugstore to consumption, is not realistic. Because long-term consumption practices is: buy toothpaste to hypermarkets, supermarkets to convenience; because consumers have more time to patronize these sales point. From this perspective, the current common channel for toothpaste and chain drugstore should become white toothpaste as the main channel.
Marketing suggest:
1. upgrading of existing sales force operates daily chemical products of skills (or search for more appropriate), to improve ourselves and hypermarket, and other common channels deal with tooth-paste, to seek good daily chemical products operation of dealers (however many limitations inherent in their previous drug dealers) to operate in the market.
2. According to the price of white toothpaste, major consumer groups and product characteristics, and other considerations, the product is appropriate to adopt a wide channel. For example, in addition to the existing channels, Yunnan baiyao also in direct marketing, hotel channels have been made
As.3. through advocacy tips and selling point of the atmosphere, and other means to strengthen the cultivation of chain drug stores, improved baiyao toothpaste in selling point of display quality and amount of media consumption cited.
Related links: pharmacies in successful weizi brand
The cosmetics sold to pharmacies, the success of the weizi origination.
In 1998, the weizi it firm in the world of pharmacy marketing tactics "implantation" in China, the main channels to pharmacies for avoiding and other international brands of positive conflict, reducing market pressure and operation risks. This will open up the Chinese pharmacy sales daily chemical products, and therefore of precedent in occupies the minds of consumers China "health marketing" in the first place, and establish their own professional skin care brand image.
Most big brands gathered in the Department Store "death", its competitive level can be seen, if you want to win weizi must be a new path. In the face of an already saturated market of cosmetics, weizi strategy is to make consumers feel the difference. It is a weizi set to skin brings health brand, its market position in the high-end, target consumer is the sensible and easy to accept new things, focus on brand brings health and not too concerned about price.
Weizi alone into the pharmacy, which itself is very attractive to consumers ' concerns, combined with its high-quality professional service, naturally more win consumers favor, thus generating impulse purchase. Consumers are also equivalent to find a medical professional skin care brand, natural preference. Coincidentally, Sichuan recoverable industry also ushered in the domestic cosmetics pendulum to pharmacies selling success precedent, and over time was defined. The advantages of recoverable full advantage of pharmacies, take the circuitous tactics, bypassing malls, reduce the entry fee, the cosmetics counters charges high input, even away from the competitive risks, not drowning in malls cosmetics counters. Also, dispensary has intensified into a product concept demands of credibility, are also handy. Recoverable initially funded 50 million, in 2000, the launch of recoverable eye foil, enter pharmacy marketing. 2001 was a huge success, only Shanghai market to achieve marketing goals 2000 million.
Summary of successful weizi pharmacy model, has the following main characteristics: first, to avoid the strong opponents face attack; the second is reducing consumer recognition and select cost; the third is playing professional licensing, delivery "health, rest assured"; fourth, lower sales costs.
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