OTC终端营销

OTC终端营销困惑
 
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in wow gold sale a small mid western conservative town, a new bar/tavern started wow gold sale a building to open up their business. the local baptist church started a campaign to block the bar gold for wow from opening with petitions and prayers. work progressed, however gold for wow right up till the week before opening, when a lightning strike hit the bar and it burned to the ground. wow gold for sale the church folks were rather smug in their outlook wow gold for sale after that, till the bar owner sued the church on the grounds that the church was ultimately responsible for buy wow gold the demise of his building, either through direct or indirect buy wow gold actions or means. the church vehemently denied all responsibility or any connection to the buildings cheap wow gold demise in its reply to the court. as the case made it's way cheap wow gold into court, the judge looked over the paperwork at the hearing and commented, "i don't know how i'm going wow game card to decide this, but as it appears from the paperwork, we wow game card have a bar owner that believes in the power of prayer, and an entire church congregation that doesn't.
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当前所在位置>>主页>>OTC终端营销>>OTC终端营销困惑
OTC终端营销困惑

目前OTC终端营销操作手法有哪些呢?总结起来,不外乎以下几点:

  • 与终端药店签定买赠协议,变相降价让利,以求成为高毛利品种。此思路实际操作手续繁琐,且让利空间有限,在如此众多的高毛利品种中脱颖而出几乎不可能;
  • 系列产品集中陈列,以求通过好的陈列位置形成视觉冲击,获得消费者首选,或店员拿药方便获得首推。此手段在三、四年前是绝好的手段,但在目前的市场中却难以游刃有余,原因在于高额陈列费难以承受,且店员有都有自已的首推产品;
  • 增加或延长OTC代表的跑店时间,提高拜访的有效性,以此影响店员的推荐习惯。但终因药店企业总部下达的重点品种任务压力过大或奖励力度较大,OTC代表在现场也难以改变店员的推荐习惯;
  • 贴柜销售,大力推广促销员。但目前主要连锁药店及卖场开始撤销促销员,以求推荐其代理的产品或高差价品种;
  • 增加促销费用(高兑费),引诱店员推荐。但在越来越严格的药店管理的企业难以畅行,且易被总部撤柜;
  • 广告引路,建立品牌效应。但每年高速增长的高额费用让OTC厂商难以支撑,且利润不足难以被终端重视。
嘉信光华专家组认为,以上操作手法使OTC终端营销走入了死胡同。OTC终端营销需要战略转移,向左?向右?都不是!需要一套全新的、双赢的思维模式和操作体系!

 

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