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There are seven points in positioning the gold digging Market

Date:2020-03-03

Accurate positioning is a wedge, which can quickly wedge into the mental space of consumers, segment the market, make products quickly enter the market and be accepted by consumers. Therefore, finding the most accurate positioning point is undoubtedly the key to the success of the product. It can meet the needs of consumers, or effectively separate competing products, or tap the unique interests of products. These strategies intersect with each other, because of different market characteristics, competitive environment and product cycle.


Clear disease location


This is the most common positioning method for healthcare products. Almost all successful brands have adopted this strategy either explicitly or implicitly. Even if other positioning methods are used, the premise is "clear symptoms" or "consumers are familiar with symptoms". This positioning strategy can directly point out the targeted diseases, not only delineate the target consumers, make them easy to understand, take their seats, but also conduct subtle market education. For example, Manyan shuning used "toothbrushing, nausea, retching" and other symptoms to prompt chronic pharyngitis, so as to complete the transmission appeal of "who am I, what can I do, and who is suitable".


In order to cut through the disease, we must pay attention to the following points: first, the disease is typical, with wide coverage and high incidence rate. For example, through the three major symptoms of "stomach acid, stomach pain, and stomach distention", stashu makes the patients with stomach disease think of the product as soon as they have the above symptoms. Second, the disease is urgent, and consumers have a strong sense of seeking treatment. For example, after "sterilizing and treating beriberi", dakinin also appeals to the three major symptoms of "itchy feet, blisters and peeling", which are deeply painful for consumers and need to be solved urgently, so as to stimulate consumers' purchase impulse. Third, the disease description must be simple, direct, easy to understand by consumers, and try not to use professional terms. For example, Runjie uses "dry eyes, astringent eyes and tired eyes" to prompt the market of visual fatigue, while Jiangzhong Jianwei Xiaoshi tablet is more straightforward and white to say "distended stomach, not digested", which is not incomprehensible to consumers. For example, "prevention and treatment of pseudomyopia", "warm stomach for stomach cold, and nourishing stomach for stomach heat" and other demands, because consumers can not complete the conceptual cognition of these professional terms for a while, thus affecting the communication effect.


Consumer oriented


Directly point out the consumers of the product, segment the market according to the consumers, highlight the professionalism and individuality of the product, so as to win the recognition, trust and preference of the consumers.


There are two common ways: one is by age and gender, such as the middle-aged and elderly market, women's market, men's market and youth market. For example, sunflower Weikangling focuses on the market of middle-aged and old people's gastropathy with "special treatment for old gastropathy", and nutong is directly positioned as "special treatment for children's cold", etc. After many brands succeed in adult market, they want to extend their brands and expand their market share. For example, xiaojinsherkang, xiaoquick, xiaoerjiangzhong Jianwei Xiaoshi tablet, etc. have targeted adjustments in formula, packaging, advertising, appeal, and enhance personalized and unique sense of value. Second, according to the social class of consumers. For example, the Meiluo Weitongning tablet, which is mainly in the middle and high-end market, has won favor and favor with the appeal of "stomach pain, glory" and the social elites who are busy with their business and cause stomach diseases.


"Cutting" target market can be based on many variables, such as occupation, education, nationality, religion, residence, etc., which can be combined according to different situations.


Positioning for purchase purpose


There are no more than two purposes for consumers to purchase drugs and health care products: first, self-treatment and health care to improve the quality of life and lifestyle. Some traditional, advocating thrift, like simple; some trendy, pay attention to taste, like lively. Aiming at customers with different purchase needs and motives, we can find out targeted positioning points, which can often win by surprise. For example, the high calcium tablet of "one tablet a day, good effect, but also affordable" is targeted at the common people, and the low price brand of nine fast nine weight loss tea is all derived from this strategy. Second, as a gift, to others, expressive. Through the mining of positioning points, we can integrate family, love, warmth and other emotions to arouse resonance and gain trust. This kind of strategy can break through the limitation of function demand and homogeneity, and give more added value and spiritual benefits to products. The most typical one is brain platinum, which means "parents don't accept gifts this year, but only brain platinum" and achieves the combination of functional interests and emotional interests.


Product physical attribute anchor point


Mining the unique differentiated selling points of products as positioning means. Such as:


The uniqueness of raw materials, improve quality awareness. Zhongjing Liuwei Dihuang Pill appeals to "good medicine, good medicine", and dong'e-jiao's "authentic medicine, good blood tonic".


Take the lead in dosage forms and create new categories. For example, the overseas pharmaceutical tranquilizing brain tonifying tablet "tranquilizing the brain and changing the brain" is being introduced. Jiangsu Yihai pharmaceutical company launched the six flavored Rehmannia drop pills, and asked Du Yulu to endorse the advanced prescription of "small drops pills and University questions".


Unique packaging, set up separation. For example, the packaging patent of the glass blue bottle for the calcium gluconate of three refined products appeals to "pure, good to drink" to avoid other similar products.


Prompt the use of context, enhance brand goodwill. Such as "20, 30, 40, no problem with water, when there is a problem with wet itch lotion", reflecting love.


Sense of history, establish brand thinking. First, highlight the long history of the enterprise, such as Jiuzhitang Liuwei Dihuang Pill appeal

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