Drug differentiation promotion, what kind of profit model do you choose?
In the Iraq war, Iraqi soldiers using conventional weapons launched mouse-and-cat games with American soldiers using new ultra-conventional weapons. This extremely asymmetrical contest is like a dwarf and a boxing champion playing on a boxing ring. The result is self-evident.
At this stage, promotional "conventional weapons" have fallen behind, and a new generation of "conventional weapons" has been released. In the new era of economic globalization, if “small marketers” still use the old promotion methods and carry out some pediatric-style special offers, sweepstakes and other promotional activities, and the “big marketers” who use the new promotion model to compete, they will surely If the war fails, it must be "dead".
The design and implementation of new promotional practical profit models have opened up a new era of drug promotion.
Strategy
Differentiated promotions are obviously different promotions of designated positions, motivations, mechanisms, interests, and orientation. Differentiation strategy is a strategy system that includes both strategic and tactical aspects. Strategies at the strategic level mainly address positioning issues; tactical strategies and major solutions.
Differentiation strategies can be divided into positioning differentiation strategies, motivation differentiation strategies, mechanism differentiation strategies, and interest differentiation strategies. This "four strategies" all reflect the different orientations of consumer demand and marketers' competition. Therefore, the essence of differentiated strategy is the guiding strategy, which is to guide consumers and marketers. Differentiation strategies have three major characteristics: First, uniqueness, second, exclusiveness and practicality.
1. Positioning differentiation strategy is to make precise provisions on the brand, function, and consumer objects of products, and convey it to the market through the concept concisely. Tell consumers that this product is different from other products and can satisfy consumption. What kind of realistic needs are unique and exclusive?
From the philosophical point of view, different and identical are relative, there is no absolute difference, and there is no absolute sameness. Different products have different brands, and the same products also have different brands. TVs and computers are two different products. Their brands are naturally different: Changhong is a TV, Beijing University is a computer, and the same is a computer. The brands are different: Beijing University is a kind of computer and Lenovo is another type of computer. In other words, different brands represent different products. Brand positioning is crucial, if the brand positioning is not accurate, there is no obvious difference with other products, so that consumers will not be able to tell who they are. If the quality of their products is relatively poor, it may take a period of time to “shun the car,” so that some consumers will be bought for blinding them; but this situation will not last long, and consumers will soon discover the truth. of. Moreover, taking a “successful ride” will never be able to stand on its own, but it will be impossible to grow up.
Different products have different functions and there are differences in the functions of the same type of products. For example, vehicles are used to travel, drugs are used to treat diseases. The same drug, the brand's different features are different: Niuhuang Jiedu tablets are mainly to quit fire detoxification, Coptis Shangqing pill's function is mainly Yin Yin Qingfei. What needs special emphasis is that the functional appeal of the product should not be too much. It is advisable to use 1 to 2 kinds of products, and generally should not exceed 3 types. Universal products and all-round products are like medicines that can cure all kinds of diseases. There is no such thing in this world. Dialogue with non-existent things and consumers, first of all, disrespect for consumers; secondly, deception of consumers; third, even things that you do not believe, must convince others to explain your mentality and thinking. has a problem.
Different products have different consumer objects. High-end brand suits are mainly targeted at high-income groups, while low-end leisure items are mainly consumed by low-income groups. If even the "selling" of their own products is unclear, there will be no good sales after this product is produced.
