R health food marketing strategy case.doc

 PAGE \* MERGEFORMAT 13 R health food marketing strategy case R is a private biotechnology development company, with its unique materials and patented technology, five years ago launched a health food product line, after full argument and with the Ministry of Health approval, the company is capable of regulating lipids produced by the efficacy of health food -- -Q-to-market sales. Q come on the market five years ago, television commercials have done, the train has also been the title, promotional pictures have been printed, specialty stores have also opened, but they are ‘just listen to mine the sound, but no rain the next,’ sales hesitate. The Government has recently introduced together with the relevant health food advertising management and direct business management and other aspects of the policy has kept R company worse. Are facing a serious situation, the small Z with colleagues to read large amounts of data, conducted in-depth investigation, with the status quo of marketing R conducted a further investigation and research. Tiaozhi Market 1. Tiaozhi market is a ‘gold mine’ With the rapid development of the national economy, the Chinese people’s diet structure has undergone tremendous changes in animal food consumption increased fast, shows a decreasing trend in plant food consumption. This dietary change is a direct result of abnormal blood lipids (commonly known as high blood cholesterol), the incidence rates rising fast. According to experts estimate, China’s adults over the age of 30, the proportion of abnormal blood lipid level of about 25%, it is estimated China’s high blood lipid disorder as high as 100 million people. Suppose each of hyperlipidemia in patients taking the 100 yuan of the lipid-year product, the size of lipid-lowering market reached 10 billion a year, no doubt be regarded as a business gets the ‘gold’. 2. Hyperlipidemia and Related Diseases: A, high blood lipids and the relationship between cardio-cerebral vascular diseases: s