ims (case study) 21 金维它.ppt

Bank Meeting, June 2001 Bank Meeting, June 2001 China Challenge Building a profitable leadership position Benchmarking Case Study 21 Super Vita Product Description Manufacturer：Hangzhou Minsheng Ingredient: 21 multi-vitamins and minerals Dosing: 1-2 tablet per day Claim：“non-drowsiness at day time and good sleep at night time” Launched around 1985 Promotion Model：OTC 140 million RMB sales in 2002，520million RMB sales in 2003 Market share： About 17% of total market in 2003, total market includes multi-vitamin products both in drug market and in health food market Ranking No.1 player among multi-vitamin drug market in 2003 Major competitors Gold Theragran, Centrum, Cheng Zhang Kuai Le, Golden Partner 21 Super Vita Historical Sales, Advertising and Promotion Expenses Product Contribution 1998 to 2003 Aggr. sales value: 950 mil Aggr. AP exp.: 184 mil Aggr. product contr. : 510 mil Average ROI Ratio: 2.77 21 Super Vita was a generic name before 2000, there were 5 manufacturers promoted 21 Super Vita at that time 21 Super Vita was invented by Min Sheng in 1982 Before 2000, 21 Super Vita was treated as a generic name for all multi-vitamin products with the same ingredients. There were 4 other companies using different trademark to market 21 Super Vita In 1987, Min Sheng registered 21 Super Vita as a trademark. After that, 21 Super Vita was both a generic name and a trademark In 2000, SFDA decided to change the generic name from 21 Super Vita to multi-vita (21), and Min Sheng got the right to use 21 Super Vita as brand name and trademark Min Sheng was very cautious to promote their 21 Super Vita before 2000, because they were afraid that they were growing the market for others 21 Super Vita sales takes off after getting exclusive right for both trade mark and Brand name by winning a lawsuit in 2001 ROI of marketing investment Investment of mass media started in 2000, promoted both in hospital and OTC channels In 2002, started focusing on OTC market In 200