Sambo Shuangxi is a kidney-tonifying brand that once dominated the world. Created a miracle of selling hundreds of millions of yuan in the New Year, and touched a group of devout kidney-tonifying consumers. However, since 2000, this old brand, which has been in the market for more than ten years, began to have a crisis. Especially after the country strengthened the standardized management of kidney-tonifying advertisements, its marketing fell into an unprecedented passive situation. Facing the new market environment, how to innovate old brands and get out of self has become a realistic and urgent task for Sambo Shuangxi Group.
Reflection: product transformation strategy needs to be adjusted
Since the listing of Sambo Double Happiness, the marketing model of Beipai has been followed, and the independence and initiative of marketing managers in various regions have been fully exerted. But in the long run, the headquarters has weak control over the market, which is not conducive to market development.
Since the end of 1990s, the health care products market has fallen into a trough. The crisis of trust in health care products, advertising restrictions on kidney-tonifying products, the large-scale entry of similar products, the rectification of the health care products market by the state and the cancellation of Jian brand (all three products are Jian brand) have gradually revealed their weaknesses, and all three products are facing transformation. By the end of 2002, all three products of Sambo Shuangxi had obtained the quasi-word batch number of drugs. However, due to the lack of market support from the headquarters in advertising and other aspects, many businesses are in a wait-and-see state, which makes the sales of Sambo Shuangxi in the country drop sharply. From the objective market environment, there are three main reasons:
Product transformation and marketing strategy adjustment are not synchronized. Sambo Double Happiness has long pursued the marketing strategy of advertising to drive the market. For a long time, marketers have neglected terminal construction. When the advertising volume is insufficient, product information cannot be effectively disseminated, which makes competing products have the upper hand in the terminal. Coupled with the transformation of three products, the original batch number will be cancelled, the enterprise will stop production, and the old products will completely withdraw from the market at the end of 2003. In order to prevent the loss of advertising resources, advertising investment will be significantly reduced. These factors have greatly weakened the efforts of enterprises in marketing. Without the support of big advertising, dealers are not optimistic about the sales prospects of products and dare not buy goods boldly, which is probably the helplessness of the market during the product transition period.
The market competition for tonifying kidney and stopping alopecia began to diversify. Since the end of 1990s, the market competition for tonifying kidney has become very fierce. The national brands, represented by Huiren Shenbao, sprang up suddenly, quickly swept the national market and robbed most of the market share of Sambo Shuangxi. Huiren Shenbao follows three marketing strategies, makes great efforts in high-altitude media and ground promotion, and becomes a trump card for tonifying kidney in one fell swoop; Bushen Yishou capsule relies on corporate brands to drive products, strengthen terminal vividness and high-altitude media follow-up, and become a high-end national brand; Other kidney-tonifying products, such as Liuwei Dihuang Pill, quick-acting aphrodisiac, Coconut Island Guilu wine, Kebang and other anti-fatigue kidney-tonifying products are also in the market segment.
Among the products that can prevent hair loss and promote hair growth, Merck's hair care products entered the market with high price and high attitude, focusing on hospital channels, strengthening the promotion of pharmacy terminal packaging, followed by soft terminal marketing, and quickly occupying a place through outdoor, subway, light box advertising and professional media promotion. Some traditional Chinese medicine products are mainly in the form of specialty stores, starting with professional guidance and nursing, adopting one-to-one marketing mode, promoting service marketing and grasping the psychology of some consumers. According to incomplete statistics, due to the huge market group, there are more than 100 domestic enterprises producing hair-stopping products. It is foreseeable that similar new products will emerge one after another. At present, some products have begun to distribute goods nationwide and strive to become national brands.
Brand-oriented enterprises are rising. According to market research, Sambo Shuangxi is well-known in some areas, but its reputation has declined, and some loyal customers are losing. From the market situation of tonifying kidney and promoting hair in recent years, it can be proved that when Rongfa Yangyanbao stopped promoting in Guangdong, a large number of newcomers stood out and quickly seized market share. Market information from Beijing and Guangzhou Rongfa Yangyanbao shows that although many consumers psychologically agree with triple happiness and trust time-honored brands, they tend to follow advertisements when buying products. It can be seen that if an enterprise wants to be a strong brand, especially when the product series is long, it should consider integrating marketing resources, giving full play to its advantages and strengthening guidance.
Countermeasures: brand marketing to find the market
Finding the core value of products, defining the brand personality positioning and implementing the brand marketing strategy are the first choice for triple play innovation. Brand marketing must first solve the brand personality problems, including brand naming, packaging design, product price, brand concept, brand spokesperson, image style, brand application object and so on. In most people's impression, Sambo Double Happiness is always associated with kidney-tonifying, which is a specific kidney-tonifying symbol, so the enterprise can be positioned as a professional kidney-tonifying health enterprise. According to the brand impression test, most consumers have a high awareness of the brand name of a group of cows, the patterns of a group of cows, the columnar mushroom cloud and the orange ribbon. These symbols with obvious corporate characteristics should continue.
From the product concept, make full use of the theory of traditional Chinese medicine, design different product concepts according to different product needs, and unify product attributes and image style. For example, the therapeutic Rongfa capsule, we should give people the feeling of medicine, but we should follow the columnar mushroom cloud and orange ribbon, and lock the consumers' eyes in the center of the package in the picture performance. Bushen shiqiwei ointment is mainly aimed at middle-aged and elderly people, and it should reflect the festive color on the ribbon. Taking red as the benchmark color, the symbol of a herd of cows embodies all the elements of triple happiness, which makes people have a strong desire to nourish. Shenyang Capsule completely takes the new brand route, with a classical Chinese medicine expert as the background image, showing its personality from a simple image, emphasizing being a wonderful man, including decent, exquisite and graded design.
Brand communication includes advertising style, communication target, media strategy, advertising activities, public relations activities, word-of-mouth image, terminal display and so on. According to the characteristics of consumers, markets and seasonality, we should plan different marketing activities, choose the most suitable media and spread them in the most suitable way, including the follow-up of high-altitude and ground terminals, strengthen the advantages of integrated communication and make the brand's performance style more consistent.
Brand sales and brand management should focus on all aspects of the past marketing system, at the same time pay more attention to the construction of marketing team, and strive for a breakthrough in channel promotion and terminal construction. We should not only attach importance to high-altitude media, but also strengthen the interception of ground troops, so that marketing can be implemented.
When developing a series of products, we should not only consolidate the existing products, but also follow up in the fields of health food and medicine in an orderly manner, so as to complement the advantages and channels of the existing products and avoid many disadvantages that may occur due to product transformation.
In addition, we should also adjust the thinking of national market operation, take the marketing management center as the core, establish a branch or office system throughout the country, and truly realize the management and monitoring of the headquarters in various regions; Strengthen the management of dealers and avoid possible business risks.
Outlook: Tactical update will be brilliant again.
It is one of the earliest kidney-tonifying enterprises focusing on the kidney-tonifying health brand Sambo Double Happiness. When it comes to triple happiness, a considerable number of consumers will immediately think of kidney-tonifying and yang-strengthening products, which defines the nature of enterprises to some extent. Although enterprises have some generic drugs, according to modern marketing rules, it is the most sensible strategic choice to break through from specialization. Sambo Shuangxi should make a difference in the field of tonifying kidney, establish its own status as an expert in kidney health, develop a series of kidney products around tonifying kidney and explore its own brand characteristics.
According to the brand marketing strategy, design a reasonable product line and position different products according to different market demands. You can also work hard on different batch numbers to launch products with similar functions but different batch numbers, which is convenient for realizing the complementarity of terminals.
Specific to a single product, price is a very sensitive topic, and differentiated and market-oriented pricing strategy is a heavyweight weight for new products to cut into the market. In addition, although the product is based on the principle of tonifying kidney in traditional Chinese medicine, it should have its own emphasis in concept, which is different from the main competing products and the appeal points of the old products.
Service Marketing Focus Brand As a mature brand, Sambo Double Happiness has a very high reputation in xi. However, due to the numerous competing products of the same kind and the emergence of new brands, customers feel at a loss. Just by following advertisements, consumers' loyalty is getting lower and lower, and the market is more difficult to do. Therefore, when promoting the seventeen flavors of Shenyang capsule and tonifying kidney, we should start with the principles of traditional Chinese medicine, guide consumption, establish a correct and healthy concept of tonifying kidney, provide relevant consultation in combination with symptoms, conduct one-on-one service marketing, gradually establish customer health records in the marketing process, and strengthen communication with consumers. Especially for hair loss prevention and hair growth products, some hair loss patients often want to grow hair immediately after taking the medicine, which requires more in-place service marketing, patient explanation by professionals and scientific guidance for treatment.
In order to meet the new market demand, we should strengthen the pre-sale, in-sale and after-sale services, and maintain and enhance the brand image. If Rongfa capsule is a therapeutic drug, it should not only provide a special service center or place to improve the visual image display of the store, but also really answer questions for consumers and pay attention to service quality; Specific to the application of hair detectors, the professional guidance of hair doctors, and strengthening one-on-one tracking services must be accurate and meticulous; It is also necessary to prescribe the right medicine for different consumers and provide strong support for overall sales.
Three years ago, Sambo Double Happiness gave the industry a satisfactory answer; Three years later, under the guidance of brand marketing ideas, can Sambo Double Happiness come back? We sincerely look forward to it.