otc营销经典案例（OTC marketing classic case）.docVIP

otc营销经典案例（OTC marketing classic case） 20 billion of the OTC market is undoubtedly very huge, the pharmaceutical manufacturers all want to gain gains in this attractive market, and therefore doomed this is a highly competitive market. All manufacturers in a battle of wits, however, the strength of mighty wave crashing on a sandy shore, the level of its decision in the market to win success. In the ten years of OTC marketing, Amoy to countless failures or mediocre, left is those attracted by classic success stories like our eye. First, white plus black - planning starts from the product White and black is launched, the value of the end of 1994, than in 1989 to enter the Chinese Kangtaike 1993 and then entered the Chinese Tylenol all night. Moreover, in the two brands, with unique technology Kangtaike release capsule, the first to establish a national brand, its advertising is early late a grain of grain, from cold, cold medicine was generally in 6 hours to eat once, and established the long-term positioning; Tylenol on 30 minutes to relieve cold symptoms is the pursuit of success, fast acting, and tit for tat contac. In the face of powerful and widely recognized by consumers and the competitors, white and black did not follow up or Kangtaike Tylenol, but in addition, long-term fast effect, put forward the daytime take white, not sleepy at night; take black, sleep, two runners were redefined as black and white regardless of the cold medicine he is the night service. White and black determined simply concise slogan: the treatment of colds, no confusion, all of the core information dissemination of advertising is the day take white, do not sleep at night; take black, sleep. Product names and advertising messages clearly convey product concepts. White and black listed only 180 days of sales exceeded 160 million yuan, split 15% share in the crowded cold medicine market, boarded the second brand of the status of the industry, is a miracle in the history of marketing communi