otc區(qū)域市場(chǎng)開(kāi)發(fā)（OTC regional market development）

1、otc區(qū)域市場(chǎng)開(kāi)發(fā)（otc regional market development）otc regional market developmentgeneral idea of regional market developmentwhere are we? where are we going? how do we go? but how do we get there?regional market analysis, goal setting, strategy implementation, supervision and controlregional market developm

2、ent plan1. write your goals2. - swot analysisthe 3. strategies and plansthe 4. proposed activity monitoring schemeswot analysis methodstrength - advantagewhat is the advantage of our product or company?weaknesses, inferiorwhat are our weaknesses or potential weaknesses compared to our competitors?op

3、portunity - the opportunitywhat opportunities will the external environment and conditions bring us?threats - a threatexternal environment and conditions, to what extent will form a strategy for successa disadvantage can only become a disadvantage if it becomes a threat to our successadvantages are

4、only useful when there is an opportunity to make use of themgeneral stage plan formatwe set goalsswot analysisstrategythe action plantrackingevaluationfive principles for setting goalss m a r t principle*specific - clear, concrete*measurable - measurable*ambitious - challenging*realistic - reality*t

5、imetable - sometimes limitsetting up tracking control systemthe implementation of the program.the execution ofproblemsthe solutionactivity assessmentresults.here is to achieve the expected goalproblemsthe ratio of input and outputafter the promotion activities should be summarized in time to ensure

6、the smooth promotion of the next promotional activitiesterminal retail sales managementhow to set up the pharmacy file?how to collect all kinds of information and data related to product sales?how to ensure adequate and placed visit procedureshow concerned about trends in the competition?how to trai

7、ning staff product knowledge?how to control the promotions?how to keep the eye-catching display of products?otc terminal typethe drugstore chain, including state-owned, collective, individual hang *, supermarketthe small and medium-sized hospitals and clinics including street hospital, hospitals, co

8、unty hospitals, private clinicsotc purchase characteristics of pharmacies at all levelsthe drugstore chainunified purchase, unified distribution* unified management, purchase separately* partial unity, partial autonomythe large drug storeunified purchase of superior unitspart of the independent purc

9、haselarge and medium-sized pharmacies.unified purchase of superior unitsindependent purchasesmall pharmacies, individual pharmaciesindependent purchasedrug market purchaseprice driven* advertising drivengeneral survey of drugstore (1)step one set tableretail pharmacy archivescode name level address

10、manager telephone product name vip shop clerkgeneral survey of drugstores (two)to determine the classification standard of pharmacythe following factors can be considered: monthly average turnoverbusiness areacounter quantitynumber of salesmengeographical location (prosperity degree, flow situation)

11、sales status of this product at presentthe overall status of other competitive brand salesgeneral survey of drugstores (three)determining personnel divisionin limited time, carpet searchgeneral survey of drugstores (four)at random1. groups of random checks, there are team leaders check the next day

12、of the team tunesearch report2. group *: after two weeks by different group membersspot checks on other teams when preliminary completion3. random review: the sales manager or other responsible person should be checked again after the completion of the group transactiondata input and statisticsarran

13、gement of customer visiting itineraryhow to ensure to visit more than 100 pharmacies?customer gradingto determine the frequency of visit.to determine the route.we visit travel arrangementsthe role of line visitensure the coverage under the jurisdiction of the pharmacyto ensure that all levels of pha

14、rmacy frequency.to represent the formation of self mastery, visitlet your boss know their whereaboutsinformation directly related to product salesthe main products of the month, pin, accurate digital storageall products business into the drug channelevery month the delivery timethe status of product

15、 inventoryduring the latest promotions sales growththe clerk of the main feedback productsconsumer buying habits and attitudes about our products.the products is counter personnel, personnel changesthe pharmacy itself upcoming promotional activitiesin store advertising, window advertising opportunit

16、iesthe main products: brand competition background, specifications, pricethe main products of the monthly average competition, sales, storagesales strategies and specific marketing methods of major competitive productsevaluation of its products such as drug side effects and the clerk,as far as possi

17、ble to collect their promotional items and gift samples, and timely feedback to supervisor.competitor analysiswho are the main competitors?his investment promotion efforts?how customers perceive the competitors?we focus on the promotion of his marketing strategy, on behalf of the initiative, how the

18、 relationship between hospital pharmacy?the main promotion stagewhy do customers compete for products?know or lack of lack of confidence in our products?whether from competitors to get extra benefits?do you have special interpersonal relationships with key customers?too many similar products, it is

19、difficult to choose?inherent habits are hard to changeto prevent the product out of stock.with the pharmacy warehouse owners to maintain good relations, convenient verification, to have the foresight, such as mass media advertising, the incidence of the coming quarter before the promotion campaign, should remind the pharmacy to increase inventory, maintain adequate supplyevery time after the promotion, feedback information and pharmacy manager procurement staff will promotion results, in order to promote cooperationif