药品市场营销考试-关于小儿氨酚黄那敏颗粒的 营销策划.doc

关于小儿氨酚黄那敏颗粒的营销策划
策划人:吴雪燕(学号**********)

策划适用时间:春冬季节
策划完成日期:2013年6月十五日
前言
小儿感冒药一直是一块令人看好的大蛋糕。这是因为,除了冬春季节是小儿感冒高发期外,其他季节感冒也是一种常见疾病。因此,感冒药市场空间巨大。在治疗感冒的药物中,主导市场的主流是化学药。
“淘气猫牌”小儿氨酚黄那敏颗粒是一种治疗小儿感冒的化学药品,为了加大其在消费者心中的知名度、名誉度。通过对整个小儿感冒药市场进行调查,在进行严格的科学分析,做出合理的市场营销方案。依据小儿氨酚黄那敏颗粒为化学药(起效快,作用持久,对于急性感冒者,是中药难以替代的)、没有什么副作用、儿童包装(符合儿童的心里设计)、计量准确等的特点。在对其他小儿感冒药品牌所实施的营销策划和营销特点进行调查,采取各种营销策略(品牌策略、包装策略、广告策略、配套宣传品的设计策略、渠道策略、价格策略、终端维护等)对自己品牌有利的营销方案。
通过自己的营销方案,对“淘气猫牌”小儿氨酚黄那敏颗粒实施这个方案。让更多的消费者认识这个品牌,加大这个品牌在小儿感冒药市场上的占有率。
目录
第一章策划的目的··························(5)
第二章营销环境分析························(6)
第一节宏观环境分析······················(6)
经济环境分析····························(6)
政治与法律分析··························(6)
第二节微观环境分析···························(7)
一、行业分析······································(7)
二、竞争者分析····································(7)
三、消费者分析····································(8)
四、销售分析······································(8第三章 SWOT分析································(9)
第四章市场关键问题···························(10第五章营销目标·······························(11第一节财务目标·····························(11
第二节市场目标······························(11)
营销战略························
·······(11)
目标市场战略·····················(11)
一、市场细分·······························(12)
   二、选择目标市场···························(12)
    三、定位···································(12)
第二节营销组合战略························(12)
一、产品策略·····································(12)
二、价格策略····································(13)
三、渠道策略····································(13)
四、促销策略······································(13)
第三节营销预算
·····························(14)
第七章制定执行方案····························(15)
第八章结束语··································(16)
附录··········································(17)
策划的目的
为小儿氨酚黄那敏颗粒的销售提供客观的依据:
具体可以描述为:
了解感冒的用药市场状况。
了解小儿氨酚黄那敏颗粒在消费者心目中的知名度、认识度、名誉度。
了解消费者对感冒药品消费的观点、习惯。
了解竞争对手的广告策略、销售策略。
为小儿氨酚黄那敏颗粒的销售提供好的策略。
为从事感冒产品的医药公司的销售提供各管依据。
为了自己能更深刻的了解小儿感冒的一些常用药品。

第二章营销环境分析
第一节宏观环境分析