Medicine and health products targeted eight strategic.docVIP

 PAGE \* MERGEFORMAT 14 Medicine and health products targeted eight strategic Accurate positioning is a wedge, wedge consumers can quickly mental space, cutting the market, the market quickly so that products for the consumer acceptance. Therefore, to find the most trenchant of the anchor point, will undoubtedly become the key to success of a product. Mining anchor, or to satisfy consumer demand, or effectively differentiate competing products, or tap the product’s unique interests of the three kinds of cross-cutting strategy, the market characteristics, competitive environment and product life cycle is different but focused, in short, only by creating differences, highlight individuality, preconceptions, in order for consumers to buy it. To achievements in medicine and health products branding, marketing hot, positioning strategy is the cornerstone. Medicine and health products according to characteristics of the market can be divided into eight kinds of strategies. A clear symptoms, functional demands of This is the most common pharmaceutical health care products positioning methods, almost all of the successful OTC brands are overt or covert use of this strategy. Even with the other location points, is also based on ‘specific symptoms’ or ‘consumers are already familiar with the symptoms’ as the prerequisite. Such a positioning strategy, the direct indication of the core of the disease, both delineation of target consumers, make it easy to understand, pigeon-holing, but also to nurture-market education, such as slow-Yan Shu Ning, ‘brush your teeth nausea and retching’ to prompt the symptoms of chronic pharyngitis, and thus an overall completion ‘Who Am I (WHO) - I can do (WHAT) - for whom (WHOM)’ spread From EMKT. aspirations. The end result is, through repeated appeals to consumer demand and brand direct docking, once the disease occurs most subjective symptoms or feelings, we can first think of the brand, more powerful influence purchasing decisions