Harbin Pharmaceutical Group is a state-controlled Sino-foreign joint venture integrating pharmaceutical manufacturing, trade and scientific research. Its main business covers seven industrial fields: antibiotics, chemical pharmaceutical preparations, over-the-counter drugs and health foods, traditional Chinese medicine, bioengineering drugs, animal vaccines and veterinary drugs, and pharmaceutical circulation. Over the years, Harbin Pharmaceutical Group has been adhering to the corporate purpose of "being a genuine drug and being a kind enterprise", with rapid growth in market share and continuous expansion of business fields. Some products have entered the markets of Europe, Asia, Africa, China and North America. Harbin Pharmaceutical Group has actively implemented the brand innovation strategy with the corporate philosophy of "combining right and wrong, winning by novelty and surviving by virtue" and won universal praise from all walks of life. Harbin Pharmaceutical Group currently owns four well-known trademarks of Harbin Pharmaceutical, Sanjing, Tang Shiyi and Calcium in Calcium in China, which are the highest in the whole industry and the three northeastern provinces.
Harbin Pharmaceutical Group Sanjing Pharmaceutical Trading Co., Ltd. is a large-scale commercial trading company jointly funded by Harbin Pharmaceutical Group Sanjing Pharmaceutical Co., Ltd. and Harbin Pharmaceutical Group Sanjing Guest Pharmaceutical Co., Ltd. In September 2005, it was officially renamed as Harbin Pharmaceutical Group Sanjing Pharmaceutical Co., Ltd. In the 1990s, the company adjusted its product structure and successively launched a new generation of flagship products, namely Sanjing brand calcium gluconate oral liquid, Sanjing brand zinc gluconate oral liquid, Sanjing brand Shuanghuanglian series products and Sanjing brand. Blue bottle series is the most famous series of Sanjing Pharmaceutical, including calcium gluconate and zinc gluconate in the early stage.
Products: This product is a health food made of calcium gluconate as the main raw material, which has the health function of supplementing calcium. "Product specification" 10ml* 10 PCs/box
"Formula characteristics, taste"
1, calcium gluconate, lactic acid, calcium hydroxide, stevioside, essence.
2. This product is a colorless to yellowish viscous liquid with aromatic smell and sweet taste.
[Ingredients] This product contains calcium gluconate 100 mg (equivalent to 9 mg of calcium) as the main ingredient, and lactic acid, calcium hydroxide, aspartame and essence as the auxiliary materials.
[Function, utility]
1, this product is a calcium supplement.
2. It can be used to prevent and treat calcium deficiency, such as osteoporosis, hand-foot spasm, osteodystrophy and rickets, and can also be used to supplement calcium for pregnant women, lactating women and menopausal women.
[Usage and Dosage] Adults take 1 ~ 2 tablets once, three times a day. Children/kloc-0 once, twice a day.
[Validity] 3 years
Target market: (refers to the optimal selection process of market direction aimed by the "arrow" of enterprise marketing activities in several "sub-markets" after market segmentation. In the spring of 2002, faced with the rise of the calcium market at that time, the product of "calcium gluconate" appeared a sales bottleneck and the product was aging. Triple refined calcium gluconate is not enough for everyone. In view of the existing problems, UPC points out that it is necessary to carry out a surgical transformation in the field of communication, focusing on the target population and positioning the population on children at the right time.
Product positioning: (refers to what kind of products enterprises use to meet the needs of target consumers or target consumer markets. "The blue bottle is enough, the blue bottle is pure, the blue bottle is delicious, and the blue bottle is triple refined", which highlights the characteristics of triple refined calcium (zinc) gluconate oral liquid, that is, enough, high quality and delicious. So the price is slightly more expensive than ordinary products.
Consumer resources: (reflecting the ability of consumers to meet their needs)
1 economic resources of consumers: the most important economic resource is income, which is generally divided into four income classes: ① super-rich class ② high-income class ③ ordinary income class ④ low-income class or poor class. Because calcium (zinc) gluconate is not a rare resource or a high-tech product, it is generally more than ten yuan a box, so it is generally acceptable to all classes.
Consumer's time resources: ① Time-consuming products ② Time-saving products. Calcium gluconate is generally an auxiliary medicine, and calcium gluconate is a health care product for supplementing calcium. It is also very convenient to use, one or two bottles three times a day, and it is still very time-saving to supplement calcium.
3 Consumer's knowledge resources: ① Consumer's product knowledge: Calcium gluconate is directly drunk, and consumers still attach great importance to its safety. Especially, triple refined calcium gluconate is a product specially designed for children and young children, and parents have considered it for a long time in many aspects when choosing it. However, consumers' understanding of products is still based on advertisements, so advertisements have a great influence on consumers. Nowadays, "blue bottle calcium, ultra-pure calcium, ultra-delicious calcium" is a household name, but its achievement is not achieved overnight. The influence of "Blue Bottle" is from point to line and then to surface, and it has gradually matured and improved through five years' efforts. Moreover, the concept of "blue bottle" has gradually extended to the demands of other products of Sanjing, becoming a logo of Sanjing oral liquid products and creating huge market benefits. Consumers' purchasing knowledge mainly includes where to buy calcium gluconate and when to buy it. Calcium gluconate is mainly bought in pharmacies, so consumers are not too worried about its quality and can buy it for their children with confidence. As can be seen from the name, it can be drunk directly, and each box is accompanied by instructions.
Consumer's purchase motivation: (it is the internal motivation that directly drives consumers to carry out certain purchase activities, reflects consumers' psychological, spiritual and emotional needs, and is essentially the promoter of consumers' purchase behavior to meet their needs). In fact, since ancient times, calcium has never been supplemented as it is today. Many people can avoid calcium deficiency as long as they pay attention to their diet. However, after decades of advertising, calcium deficiency has been listed as a very serious matter, and various calcium supplement products have emerged one after another, which has led to the demand of consumers for health care products, especially for children's health. Consumers will only believe it, not believe it. Liquid calcium can also meet the needs of some special people, such as very young children.
Consumer's perception: ① The process of perception (including three interrelated stages, namely, contact, attention and understanding). Contact refers to the display of stimuli within the sensory nerve range of consumers, so that their senses are activated. For consumers, exposure is not completely passive behavior, and it is often the result of active choice. It is said that at any time, 6%- 19% of viewers are changing channels with remote control to avoid advertising programs. Therefore, in order to reduce the phenomenon of advertising evasion and improve the exposure level of marketing information, it is necessary to enhance the attractiveness of advertising itself; Publish and broadcast advertisements in various media and TV channels; Place the advertisement closest to the beginning or end of the program, and so on. The advertisement of Sanjing Blue Bottle is very distinctive. The beautiful "Blue Bottle" was created into a unique marketing concept by United Press, which is not only the special code name of the product, but also a unique selling point different from other similar products, just like the copy of "Mom chooses the blue bottle" at that time: "Blue bottle tastes good, blue bottle has three essences, and the three essences are blue bottles. Don't buy it wrong ",the symbolization of advertising communication has been verified by the market. ② Quality perception: Harbin Pharmaceutical Group, the parent company of Sanjing Pharmaceutical Co., Ltd., is the earliest pharmaceutical company in China to market through large-scale advertising. Through continuous advertising and social welfare activities, the company has established a very influential brand nationwide. Consumers will think that the quality is guaranteed. ③ Risk perception: Consumers generally feel good about health care products, especially in China. Therefore, the products produced by large enterprises sell well, so that consumers can rest assured. Harbin Pharmaceutical Group, the parent company of Sanjing Pharmaceutical Co., Ltd., is the first pharmaceutical company in China to conduct marketing through large-scale advertising, and has established a very influential brand nationwide. At the same time, the company established a nationwide OTC marketing network, which reduced the risk of consumers.
Environmental factors:
1, cultural values
After years of radio and television advertising, the masses have paid great attention to calcium and zinc supplementation. After years of advertising, calcium gluconate has a very high reputation among the people. When it launched the "blue bottle", it can be said that it was a unique way. The connotation of "blue bottle" is: "blue bottle is full, blue bottle is pure, blue bottle is beautiful, and blue bottle is three essence". At the same time, the "blue bottle" gives Sanjing Pharmaceutical a blue corporate culture personality. He Zhong Communication put forward the enterprise orientation of integrating Sanjing Pharmaceutical. Corporate vision of "Sanjing Pharmaceutical Healthy China" resounded through China, and "Blue Earth Dawn Logo" became the new corporate logo of Sanjing Pharmaceutical. A blue ideological chain integrates all aspects of Sanjing Pharmaceutical, and the brand-new and modern image of China pharmaceutical companies stands impressively in the forefront of many new local enterprises that have successfully transformed. This "blue" culture has greatly influenced consumers' choices, making parents prefer Sanjinghui when supplementing calcium for their children.
2. Social stratum: Sociology refers to social groups that are formed due to economic, political and social reasons and are in different positions in the social hierarchy, which is called social stratum. Because the enterprise positioning of Sanjing is very good, and the advertising is also in place, except for the super-rich who pursue high quality and luxury consumption, most consumers of other classes accept it.
3. Social groups and families:
Children have a strong imitation behavior. Many children in the advertisement are drinking calcium gluconate, which has a great influence on children's watching TV. Nowadays, families generally have only one child, so parents generally indulge their children and have a strong conformity behavior in educating and raising children. When many people around you use this brand, it will attract consumers in need to use the same brand.
4. Situation: Under normal circumstances, some doctors will also advise parents to buy calcium gluconate for their children to supplement calcium. In this case, most consumers will buy Sanjing brand calcium gluconate.
At present, affected by the global financial crisis, the purchasing power of ordinary consumers has declined. Although the state has introduced various policies to stimulate consumption and stimulate domestic demand, the consumption behavior of ordinary people is more rational and cautious. In this context, the market of non-therapeutic drugs and health care products has been impacted and affected to some extent. However, the profits of Sanjing Pharmaceutical are still increasing, which shows that Sanjing's "blue" culture is very successful. Sanjing Pharmaceutical Co., Ltd. should continue to increase publicity, expand the market and strive to occupy a place in the world market.
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