关于眼药水市场计划PRESENTATION 英文版.ppt

The Marketing Plan of Rohto in China 3. Marketing Strategy 3.1 Market Segmentation Strategy 3.2 Targeting Strategy 3.3 Positioning Strategy 3.1 Market Segmentation Strategy 1. Demographic Sementation. 2. Psychographic Segmentation. 3. Behavior Segmentation. 4. Benefit Segmentation. eyecare products market has a great development during recently years,which can be devided into three kinds of products. ? preventing myopia ? treat the disease ? relieveing the fatigue eg:Moiclear Eye Drops;Zhen Shiming Eye Drops;Ren He Eye Drops;Mentholatum student Group ： ? pupil(≤12) ? Middle school student(12-18) ? collgue student(19-22) officeworkers 3.3 Positioning Strategy positioning means to make the enterprise and product become difference,and make our product keep the core competitive power. preventing myopia and relieve fatigue. 4 Marketing Programs 4.1 Product Strategy 4.2 Pricing Strategy 4.3 Place Strategy 4.4 Promotion Strategy 4.1 Product Strategy 1. Product specification strategy. 2. Developing our product with disdinguishing features. 3. Full manifest cluster character. 4. Form a strong product portfolio and avoid individual combat. 4.2 Pricing Strategy 1. Cost plus pricing 2. Market competitors 3. a set of price system, two kinds of rebate policy 4.3 Place Strategy 4.4 Promotion Strategy Advertising Campaign Personal Selling Serial Promotion lucky draw coupon loyalty card Product Portfolio contact lences wearers! Commodity Names: Compound Sodium Chloride Eye Drops Function: confort eyes solve eye dry problems designed for contact lences wears ease eye strain Commodity Names: New ROHTO Eye Drops Function: ease eye strain anti-inflammatory cure conjunctival congestion, chroinc conjunctivtis and etc. for kids! Commodity Names: Compound Taurine Eye Drops Function: sterilization confort eyes anti-inflammatory designed for kids under 15 years old red eye disease and hordeolum! Commodity Names: Compound Sodium