Entertainment marketing
Entertainment Marketing, is not nothing new topic. It is well known that extreme use of this technique is the "Super Girls" Mengniu milk acid, a truly fame and fortune in the marketing industry has aroused great sensation, back and various types of training and textbooks cited as a classic, made from Guinie, or even a lot of "senior" were planning to raise the value of weight, according to incomplete statistics, so far, I have heard of no fewer than 10 people claiming to be Mengniu "Super Girls" The main driving force behind the scenes. Mengniu
rational analysis of the "Super Girls", it is not difficult to find the essence of success lies in the product with the outbreak of entertainment activities tied together through events and entertainment products for the rapid set a brand image. The fighting in the pharmaceutical market, marketing people, we have learned what it inspiration?
I believe that for some generic drugs and drugs for children, starting from the product itself, the marketing of entertainment in order to look at the thinking of the marketing system as a whole, can be achieved by surprise.
A product of entertainment
80 as a writer, has suffered as a child of the pagoda sugar impressive. Now come, then it has been very clever, deworming medicine to make interesting shapes, the sweet taste of sugar to sell well received by the children's welcome. Today, the pagoda is still sugar can be seen, but the ingredients are there have been fundamental changes in a double-hydroxybutyric acid, naphthalene pyrimidine pagoda sugar, sugar pagoda piperazine hydrochloride (61 Pagoda sugar), imidazole hydrochloride pagoda and other sugar, sugar and traditional pagoda Compared to their lower toxicity and better efficacy. I believe that this is entertainment marketing of the product innovation of the most classic case.
Such as product innovation in today's successful use of many, such as the number one brand of children's diarrhea Smecta and, more recently, the successful launch of the strawberry flavor, more like a beverage to drink up rather than drugs. More health food is to make full use of the magic weapon to see if drugs stone fruit and vitamin Guilong slow Shu Yan Ning Hao Shuang sugar, which can not be as delicious snacks?
II, promotions and entertainment
The promotion is a broad level, including advertising, events, public relations and so on. At present, sales of entertainment or the use of more food, beverage industry, health care products for the drugs, because of its uniqueness, who rarely dare to test the water, slow Shu Yan Ning Hao Shuang sugar television ads have been shown to move in this trend, there may be The first crab to eat.
Entertainment-oriented activities, with an open mind, we should learn to Mengniu, mainly to study the accuracy of its predictability and control capability. Acid in milk and the "Super Girls" together before "Super Girls" is just a file of unknown programs. Wen-Jun Yang to see its development potential and determine the accuracy of its audience with acid milk positioning amazing match, the program itself with the connotation of acid milk brand positioning also amazing match, the two coincide, for the success of Mengniu has earned 10 billion.
All of these Niu Gensheng or from ideas put forward - Why can not leave the table so that the milk has become a fashionable drink it?
Therefore, there must first of entertainment products, after the entertainment and promotions.
The author believes that entertainment-oriented marketing application in the Cape in the field of medicine there are two conditions for the application: First, for the symptoms that are usually limited to small problems, such as toothache, sore throat, diarrhea, lit, and so on. It is easy to understand, if ill patients to die to live, he told Entertainment is tantamount to court trouble. Second, for the consumer group is limited to globrand.com children and young people, thinking they are active, like flaunt personality, love for the pursuit of new, high fashion belong to a group of people. If the maturity of older men and marketing of entertainment, no different from the same court trouble.
With the increasingly fierce competition, not an S & P drug in the country at every turn there are thousands of pharmaceutical production, all the golf continued to battle each other, pieces that can afford to play the brand's advertising has nothing more than take the trouble to repeat the effect of symptoms symptoms effect . Smart drugs & P Trader hand, why not put your product into a fashion fun things, says some bitter medicine?
