The main content and purpose of the scheme. You can also briefly describe the differences and new contents between this year's plan and last year's plan.
Second, product positioning
Fully locate the company's products, based on product description, mainly study the diseases with the best curative effect in functional indications, clinical trials and practical applications, find out the product characteristics, and define the product consumer groups, so as to lay the foundation for product design style, price formulation and channel selection.
Third, price setting.
1, which is mainly used to set the investment price provided by producers to commercial companies, the supply price provided by commercial companies to chain enterprises and the terminal retail price provided by chain consumers. Reasonable prices are conducive to the development and maintenance of the market.
2. The state implements the three unified price policies, and maintaining prices is one of the main tasks of the market. Price adjustment should be implemented after strict investigation and study by the company.
Fourth, channel selection.
1, OTC channel, channel design and profit distribution system of this channel. How to complete the circulation of products in this channel from producers to merchants to pharmacies and then to consumers, and realize the rapid circulation of quantity.
2. Hospital channel, channel design and profit distribution system of this channel. How to complete the circulation of products in this channel from producers to merchants to hospitals to doctors and then to consumers, and realize the rapid circulation of quantity.
3, the third pier, township hospitals, personal clinics, etc. The company does not directly operate the terminal of this channel, but looks for commercial companies with a large number of operators of this channel. Realize the sales of this channel through commercial companies.
Verb (abbreviation of verb) promotion policy
1. Promotion policies of manufacturers to commercial companies. For example, in order to increase the volume of commercial investment, buy and give activities are carried out.
2. Promotion policies of commercial companies to chain stores.
3. Chain promotion policies for consumers.
Operation mode of intransitive verbs
Clarify the business model, whether it is investment promotion system, agency system, or specific setting according to specific conditions. Clear business model, it is necessary to design the model development process and working methods.
1, investment promotion system, to clarify whether the investment target is a commercial company or a medical natural person. If it is a commercial company, determine the standards and reputation appraisal of the commercial company. If it is an individual, do a good job of credit protection.
2, agency system, to determine the standards of the agency and the credibility of the work.
Seven, advertising communication plan
1, mobile terminal media, the spread of H5 micro-advertisements. Fission spread through mobile terminal media (mobile phones) such as WeChat friends circle and QQ group.
2. Participate in the national drug fair in two circles every year, including venue layout, on-site negotiation, customer reception, etc.
3. Distribution of promotional materials and terminal promotion.
4, academic promotion, lecturer recruitment, training, courseware design, training methods, times, effect evaluation, etc.
5. Large-scale commercial activities. One is business promotion activities, and the other is customer maintenance activities.
Eight. Budget and control
The sales budget mainly includes promotion expenses and advertising communication expenses. Paid promotion expenses for micro-advertisements, expenses for participating in the National Medical Association, printing expenses for promotional materials, expenses for terminal promotional products, expenses for academic promotion (expenses for materials and business trips), expenses for large-scale business activities and gifts. Of course, if the company does mass media advertising, the budget should also include advertising production expenses and media expenses.
The above items should be formulated according to the company's sales plan, and listed one by one in the form of a table, to clarify how much a * * * needs to spend, and to arrange the expenditure amount according to the needs of monthly sales work. Proportion of total budget to total sales and gross profit. Sales management can control, supervise and warn sales expenditure according to this budget.