如何策划功能型产品(下)（How to plan functional products (below)）.docVIP

如何策划功能型产品(下)（How to plan functional products (below)） Have one or more functions, and the function has a certain market advantage. Can give consumers in the use of (food) bring some kind of benefits, and the benefits can not be easily obtained. In Huatai plan, we will call this product functional products. Such as health care products, pharmaceuticals, functional foods, functional home appliances, functional electronic products, functional cosmetics, functional drinks and so on. The functional products mostly does not have long time accumulation of the brand, but the proper operation often just a few years A new force suddenly rises., may become a party to lawrence. As in recent years the rise of melatonin, miconazole, easy to paste, Wang Laoji, full Ting, OZing, Yan Liang capsule belong to functional products. The Shanghai Huatai plan, led by the author, is an expert group on Chinese functional product planning. A long-term commitment to the full range of functional product planning, summed up the 9 elements of functional product planning necessary, respectively is three (positioning positioning product positioning, function positioning, three (population), basic concept, advertisement, communication method (barriers), three step by step, Daniel, move). These 9 factors determine whether the functional products can be sold at the core. Three types of functional product dissemination 1, step by step A stuttering not a fat, so it is advertising, want to pass a month and can make consumers to buy the product, for functional products is not realistic, the more need to step by step, like an onion, a layer to peel, inducing consumers deeply shallow. Functional products need to tell consumers, who am I, and what are my characteristics? What can I do? Why do you need me? In the dissemination, it is difficult to throw advertising demands to consumers at a stage, which requires us to inform consumers at the stage and level of communication. Consumers from the moment of accept