Therefore, the intention of Hongjitang's advertising campaign is to directly target Jiangzhong Stomach Digesting Tablets and segment its children's market. Because the children's market, which is directly subdivided by Shenfang Pediatric Diet Tablets, is one of the core markets of Jiangzhong Stomach Digesting Tablets, and Jiangzhong Stomach Digesting Tablets is the main source of profit for Jiangzhong Company. The occurrence of this incident quickly awakened the company's sense of crisis, and made Jiangzhong Company truly feel for the first time that the share of Jiangzhong Stomach Digestible Tablets in the children's drug market may be lost at any time, and it is imperative to launch new products of children's digestive aids.

In the face of this crisis, Jiangzhong Company has implemented the following coping strategies:

1. In Shandong, Anhui, Henan and other places, the base camp of Hongjitang, increase the promotion of Jiangzhong Stomach Digesting Tablets, of which the amount of TV advertising has increased to 3 times, and carry out large-scale and long-term "buy one get one free" activity of Jiangzhong Stomach Digesting Tablets. In order to prevent and prevent its expansion to the whole country by comprehensively suppressing its sales and cutting off its cash flow. In a short period of time, Shenfang pediatric diet tablets were expelled from the market.

2. Conduct detailed market research to find out what consumers really think. The survey found that: (1) parents lacked "children's digestive aids" to choose from, and were worried that children's use of "adult drugs" would be harmful to their health, resulting in an alarming number of children who did not use drugs, and there were a large number of gaps in the market; (2) Local competing products are huge and complex, mostly "miscellaneous army", lacking the protection of brand barriers, and easy to grab;

(3) The satisfaction of existing child users in Jiangzhong is "inflated", and parents are worried about children's use of "adult drugs", resulting in low dosage and room for improvement.

3. At the end of 2003, the children's Jiangzhong brand stomach digestion tablets were officially launched.

4. Mobilize all elements to create differences in subdivided categories, and let consumers fully feel the differences.

(1) In order to get rid of the influence of "adult medicine", the children's Jiangzhong Stomach Digesting Tablets are completely designed for children. The tablet type is 0.5 g (0.8 g for adults), which is also more suitable for children in terms of size and capacity. The tablets are also pressed with a cartoon pattern of "animals", and the taste is made of children's favorite sweet and sour flavors, while children's comic avatars are prominently marked on the packaging to highlight the identity ......of children's medicines. These improvements make the children's stomach digester products better meet the needs of children in all aspects, and constantly remind parents that this is a special product for children.

(2) In terms of packaging design, the overall style of Jiangzhong brand stomach digesting tablets is continued.

(3) Display the children's Jiangzhong Stomach Digester Tablets next to the Jiangzhong Stomach Digesters as much as possible; If possible, it will also be displayed at the children's medicine counter.

(4) The retail price was set at 6 yuan, which was basically the same as that of Jiangzhong Stomach Digesting Tablets.

(5) It provides abundant funds for the advertising and dissemination of children's Jiangzhong stomach and diet tablets.

(6) In the advertisement of children's Jiangzhong Stomach Digesting Tablets, the first category is to be developed, and the advertisements need to repeatedly inform consumers that "it is specially for children to solve the problem of children not eating", so as to attract the target consumer group to continue to try and buy, so that children's Jiangzhong Stomach Digesting Tablets have become the first in this category in the minds of consumers.

(7) In order to clearly allow consumers to distinguish the children's type from the adult-type Jiangzhong stomach diet area, the protagonist of the commercial film uses the film and television star Fei Fei (Shen Dianxia), who is very affinity, and the TV commercial for the adult Jiangzhong stomach diet film still continues to use the sketch star Guo Donglin.

Soon after the children's clothing Jiangzhong stomach diet was put on the market, its sales volume has shown a rapid rise across the country, and in just half a year, the sales volume has exceeded 200 million. This has greatly strengthened Jiangzhong's confidence in children's clothing. Therefore, in 2005, in the allocation of funds of Jiangzhong Company, the children's Jiangzhong Stomach Digesting Tablets were taken as a priority product, and a huge amount of promotion expenses were invested to seize the mental resources of "Children's Digestive Medicine".

Questions:

1. Combined with case analysis: What are the main reasons for the success of Jiangzhong Company's marketing strategy?

2. In this marketing campaign, how to ensure the effectiveness of the market segmentation of Jiangzhong Stomach Digesting Tablets?

3. How to carry out an effective marketing mix in the children's market of Jiangzhong Stomach Digesting Tablets?

4. Why should the overall style of Jiangzhong brand stomach digesting tablets be used in the packaging design of children's Jiangzhong brand stomach digesting tablets?