Planning Records of Mindray Tablets, a Brain-strengthening Product for College Entrance Examination
The annual college entrance examination touches the hearts of many parents, because in the social environment of exam-oriented education, a gap of one or two points can change a person's fate. Because of this, brain-strengthening products are often sold on the eve of the college entrance examination. However, in the face of fierce competition, how to differentiate itself from traditional products in order to gain a share in the Red Sea market of brain-strengthening products for the college entrance examination has become the first barrier for brain-strengthening products for the college entrance examination to enter the market. On the basis of participating in the planning of Mindray Tablet, a brain-strengthening product for the college entrance examination, the author talks about the importance of positioning and division.
After receiving the planning task of Guangzhou Tongsiyuan Biotechnology Co., Ltd., we first made a three-dimensional analysis of Mindray tablets.
General situation of brain-strengthening products.
1, basic market data
Basic market demand data of brain-strengthening and intelligence-improving products
The total youth population (1under 8 years old) is 360 million.
The number of teenagers taking brain-strengthening products is 6.5438+million.
The proportion of teenagers who have taken brain-strengthening products is 3%
The total market capacity is 1000 billion/year.
The total development of the national brain-strengthening and educational market is 3 billion yuan/year.
The sales growth rate of brain health food (in recent five years) is 15%-30%.
There are more than 90- 120 brain-strengthening products approved by the Ministry of Health.
The main consumption time of brain-strengthening and intelligence-improving products is March, April and May.
The concentrated consumption time is one month before the college entrance examination.
Common sales mode 1, TV advertising sales
2. Brand store sales
3. Conference sales
The market is mainly concentrated in 1, coastal 2, central China 3 and northeast China.
Data Support-Sales and Market Information Center
2. The action principle of common brain health products.
Main Functions and Common Principles of Common Brain-nourishing Foods
1, product function 1, eliminating brain fatigue (changing learning state)
2, improve memory (improve learning efficiency)
3. Develop brain potential (improve brain ability for a long time)
4. Eliminate exam syndrome (solve the problem of exam performance)
2. Mechanism (principle) provides unsaturated fatty acids for brain cells, supplements brain nutrition, improves cerebral cortex excitability and promotes cerebral blood circulation.
3. Main ingredients: DHA (docosahexaenoic acid), EPA (eicosapentaenoic acid) unsaturated fatty acid, lecithin, EPA, small molecular peptide, vitamins and trace elements.
Analysis data source: At present, there are 100 brain-strengthening products in the mainstream market.
Second, the market analysis
Macroscopically, the market of brain health care products is conservatively estimated to have a capacity of about 654.38+000 billion, which is a potential industry, but at the same time, the homogenization is serious and the market life cycle is short.
1, conceptual context
From 65438 to 0994, "Naojin" pioneered the concept of "brain strengthening" and opened up the market of China teenagers' brain strengthening and intelligence improvement.
Since then, products such as "Life No.1", "Unforgettable", "Naozhi" and "Naozhi" have followed suit one after another, becoming the first gold diggers in the brain-strengthening market. By 20 10, there are Beier Jiannao Liquid, Life 1 No.,Zhonghua Congbao Oral Liquid, Jiannao Oral Nutrient Solution, Duolingduo Jiannao Capsule, and Hua Shuang Smart Bao Capsule in China. The demands of most brain-strengthening and educational products on the market mainly focus on improving memory.
2. Future market space
In recent five years, brain-strengthening and intelligence-improving products have maintained an annual growth rate of 15-30%.
Macroscopically, the GDP growth rate in the first two quarters of 20 10 remained above 10%. In the next few years, China's economy will further develop and consumers' purchasing power will be further enhanced due to the country's steady and active fiscal intervention policy.
On the other hand, as the pressure of survival will be further increased in the future, the frustration and dissatisfaction of consumers in China will also become the mainstream psychology of consumers in the future, and the psychological pressure of the whole people in China will be further increased.
Out of the need of human nature, China's parents pinned their unfulfilled wishes on their children. In order to prevent children from entering the society in the future, parents are more willing to invest in their children's intelligence and hope that their children will surpass their peers.
The pressure of study also happens to teenagers. Disadvantages in study will be regarded as unforgivable mistakes by parents. Today's learning quality is related to whether children can be admitted to a good university in the future, and a good university is the capital that parents think will be based on society in the future. The ultimate goal is to make their children competitive in society. This is the basis of social demand for brain-strengthening products. Represents the size of the future development gap of brain-strengthening products. The total number of teenagers who go to school every year is 370 million, which determines that brain-strengthening and educational products have room for development.
The annual market scale of brain-strengthening and intelligence-improving products is about 654.38+00 billion, which is about 3 billion, so there is still a lot of room for development of brain-strengthening and intelligence-improving products.
3. Market bottleneck
At present, brain-strengthening products mainly attack the college entrance examination market from several aspects, such as improving memory, resisting fatigue and improving sleep quality. , and product approval mainly focuses on two kinds of health foods: helping to improve memory and anti-fatigue. Many brands have a large number of concentrated advertisements every year, and their sales networks are also very sound, and they have formed leading brands, and the market competition is very fierce.
In addition, there is another feature in the brain-strengthening and intelligence-improving market. People who buy don't eat, people who eat don't buy, parents are decision-makers and students are passive consumers, so starting the student market = starting the parents market.
Second, SWOT analysis of Mindray tablets
Is the college entrance examination about memory, memory or memory-how to get rid of homogenization?
(1) Advantages: comprehensive formula and good product technical background.
(2) Disadvantages: Mindray tablets Disadvantages: new products, lack of visibility.
(3) Threat: At present, the national brands such as Life No.1, Intelligence, Unforgettable and Easy to Remember in the brain-strengthening market are flourishing despite many difficulties. In addition, there are many second-and third-line brands and regional brands, and the competition is extremely fierce. The future market of Mindray Film will face cruel market competition and run.
(4) Machine meeting:
1. Regarding brain-strengthening products, the current market situation is that doctors mainly recommend infants (children under 3 years old), and the dosage form is mainly soft capsules, because liquid can be easily added to milk to take. The examination stage (senior high school entrance examination) is mainly based on teacher recommendation and advertisement. Accurately speaking, the products in the above two stages cannot form the so-called brand loyalty. They are just passers-by selling things. Young children are growing up and will not continue to take their childhood products. After the exam, students will not use brain-strengthening products any more. Another feature of these products is that parents buy them back, and children don't have to bring them, so from this realistic point of view, the products are also a running mat. It is not easy to form brand loyalty.
No matter how bad the cards in your hand are, you must have a solution based on reality! For enterprises in China, no strategy is more valuable, important, realistic and urgent than the strategy of "small but wide", because we are doomed to face a disparity in strength.
3. After in-depth market research and brain collision, the key lies in product positioning planning innovation and marketing model innovation. Only through careful integrated planning and differentiated creation can Mindray Film stand out from the same category, meet the needs of consumers to the greatest extent, solve the most urgent problems, and mobilize the deep consumption desire that has not been paid attention to by many parents, so as to move from "Red Sea Market" to "Blue Ocean Market" and become a new category. From the beginning and the first listing, we can successfully achieve the brand position in the market and quickly grow into a dark horse and a first-line brand in the national brain-strengthening market.
Third, the product positioning of Mindray flat panel
"Category cutting" to gain new market share
The world's first intelligent nutrition that opens the soft memory of the brain.
1. After in-depth analysis, we found that all brain-strengthening products on the market, big or small, are doing the same thing and competing for the same cake: improving memory-improving intelligence! Mindray Pictures: Should the latecomers and the weak in the brain-strengthening market grow up in the cruel market competition under these pressures from birth?
2. The key skill of positioning is like wearing a hat. Is it a red hat, a yellow hat or a green hat? The difference between a good brand and a bad brand is a standard problem. The essence of marketing is to sell the same products differently!
For Mindray Pictures, the biggest market opportunity at present is also the biggest consumption problem: what is a good brain-strengthening product? What brain tonic effect does it have on parents' hearts and actions?
Whoever gives the answer first is the first brand! Combined with the technical characteristics of the right brain development of Mindray tablet, we call the traditional college entrance examination memory products "hard memory", that is, simple memory completed by the left brain, while Mindray tablet improves the memory ability of the right brain, that is, "soft memory", thus effectively distinguishing traditional memory products from Mindray tablet.
Before the college entrance examination, I tried hard to remember, but now I use soft memory skillfully.
Studying hard at ordinary times is the foundation, and reviewing well in senior three is the key.
Product positioning, highlighting product value
What exactly is a good brain-strengthening product? Is it nourishing the parents' heart and action brain? You need to tie the bell to solve the bell, and the answer is always with the consumer!
Soft memory is a bridge between left and right brain memories.
Soft memory is the ability to recall and comprehensively apply what you have learned.
If the soft memory is increased by one percentage point, the memory quotient can be increased by 10, and the test scores can be increased by 1 to 10 percentage point.
Fate has been changed by getting 3-5 points more! ! !
Through these selling points, we have determined the basic copywriting framework of "three hard injuries and soft memories". The three major injuries are: long-term study pressure; Inevitable chemical pollution every day; The daily intake of wisdom and nutrition is unbalanced. These three factors are problems that parents can't avoid and worry about, and can also directly hit the psychological weakness of consumers. Mindray tablet technology can just improve and improve soft memory from these three aspects.
Fourth, the mechanism is refined and science is more credible.
Soft memory is the memory when you are happy. The brain processes and stores the knowledge and skills it has learned. Once it needs to be used, it can quickly search the knowledge in the depths of memory, generate associations and issue instructions.
For example, questions that have been answered, words that have been recited, and so on. You can remember it quickly when you need it, and the familiar knowledge can be quickly processed and used to draw inferences, so that the previously learned or similar questions can be quickly searched out and answered during the exam.
Soft memory can only be completed by the right brain of the brain, which has the functions of rapid mass memory and rapid automatic processing that the left brain does not have. The latter function enables the right brain to process the obtained information super quickly. The memory ability of the left brain and the right brain is 1: 1 million, but 95% of the memory of ordinary people is completed by the left brain! 5% of memory is done by the right brain.
The right brain has great learning potential. By developing the soft memory of the brain, the most shaping right brain potential in the memory system can be released.
The research shows that for every one percentage point increase in soft memory, memory quotient Nine can increase 10, and the memory ability is greatly enhanced. What you have learned will stand out. I can only answer what I have learned. The test scores increased by 1 to 10 percentage points.
The human brain contains great potential and is still "sleeping", so that children's learning ability is low and their memory ability is weak, which greatly affects their academic progress. Therefore, in order to improve the review efficiency of candidates and get good grades, it is necessary to improve the soft memory ability of the right brain.
What causes the examinee's soft memory to "sleep" or be low?
What causes the examinee's soft memory to "sleep" or be low?
Three major injuries in life, sniper soft memory.
The first big injury-stress is the biggest enemy of soft memory.
Many students are under great stress before the exam. Constant stress is like a bomb buried in the brain, which will bomb children's intellectual reserves at any time. The influence of this series of attacks will seriously damage the activation of the brain's soft memory ability, making soft memory unable to play.
Learning pressure will make the cerebral vessels contract and the blood flow slow down. The negative substances brought by stress interfere with the normal operation of soft memory, and at the same time release free radicals harmful to human body. Once soft memory is blocked, just like a computer without software, children's wisdom can't play normally. As a result, the information stored in the memory center earlier is not easy to remember. The decline of students' memory leads to confusion, mental fatigue and stagnant grades in heavy learning situations, which is an important manifestation of the influence of stress on soft memory.
Effect of stress on memory function of left and right brain
Stress duration left brain state left brain running speed decreasing ratio right brain state right brain running speed decreasing ratio.
In two weeks, the breaking speed of dendrites and axons between pressure neurons decreased by 5.8%, and the breaking speed of dendrites and axons between neurons decreased by 8.7%.
Stress lasting for a month
Dendrites and axons between neurons are fragmented.
Information connection is blocked
Abnormal fluctuation of blood sugar
Memory decreased, running speed decreased by 28%, and dendrites and axons between neurons were broken.
Information connection is blocked
Abnormal fluctuation of blood sugar
Memory loss, running speed decreased by 32%
Long-term stress cannot be alleviated.
1, the cognitive function and reaction ability of the brain decline, and the brain becomes stuck in a rut and cannot be extrapolated.
2. The stress hormone cortisol content increases, which damages the brain and affects memory.
3, the brain is slow, the memory is chaotic, irritable, forgetful.
4. Persistent fatigue, decreased attention, easy distraction, poor appetite and poor sleep.
5. Atrophy the left hippocampus.
6. The memory connection between the left and right brain is almost interrupted, and the running speed is reduced by 49.7% to 1, and the cognitive function and reaction ability of the brain are reduced, and the brain becomes stuck in a rut and cannot draw inferences from one another.
2. The stress hormone cortisol content increases, which damages the brain and affects memory.
3, the brain is slow, the memory is chaotic, irritable, forgetful.
4. Persistent fatigue, decreased attention, easy distraction, poor appetite and poor sleep.
5. Atrophy the right hippocampus.
6. The memory connection between the left and right brain was almost interrupted, and the running speed decreased by 65.2%.
The second most serious injury-more than 3,500 chemicals.
Every day, more than 3,500 kinds of chemicals are hurting candidates' brains, blocking the soft memory of the right brain, making them feel emotional, inattentive, depressed, unable to sleep well and have poor memory.
Only in the last 40 years, human beings have created a lot of industrial and domestic pollution. There are about 3,500 kinds of harmful chemicals in our food, the air we breathe and the environment we live in. Sadly, we consume a lot of these harmful substances every day and leave them in our bodies. In modern life, heavy metals such as lead and cadmium can be seen everywhere. The average content of heavy metals in our bodies is as high as 700 times that of our ancestors! Most of the food we eat is polluted by pesticides and herbicides. These chemical additives, heavy metals and pesticides are called "anti-nutrients" by scientists. "Anti-nutrients" is another major injury to soft memory.
The third biggest harm-unbalanced nutrition.
The brain is full of junk nutrition, and the high-quality wisdom nutrition is less than 30%, but it needs the brain to play 90% of the state. If the brain is at its best, it is necessary to ensure that the basic materials provided by the brain are of high quality. These basic substances are several kinds of wisdom nutrition of the brain. The best combination of wisdom and nutrition makes the brain in the best state, and the difference between wisdom and nutrition makes the brain in a bad state. For a long time, our daily diet is full of junk food, fried food, refined sugar, coffee and so on. However, the high-quality wisdom nutrition that the brain needs is in a state of lack and imbalance. Our intake of wisdom and nutrition is only 30% of the brain's needs. We are facing the situation of insufficient, unbalanced and weak consciousness of wisdom and nutrition intake.
Without the best combination of wisdom and nutrition, there is no best soft memory.
Four. The marketing model of mindray film company;
In terms of marketing mode, we suggest to focus on online hype and newspaper media hype, form an online and offline three-dimensional interactive marketing mode, and quickly detonate the market climax.
After the planning is completed, we suggest that Guangzhou Tongsiyuan Biotechnology Co., Ltd. try to sell products on the Internet first to see the recognition of consumers, and then enter the traditional sales channels to attract investment. The boss of the company told me that the trial sale was close to 15 days, and the market response was very good. There are many provincial markets where agents compete for agency rights.
Therefore, the primary factor of product planning is to effectively divide and subdivide products, so as to obtain the first cognitive effect of consumers' psychology.
Author: Senior Planner of Lizard Project