Proxy Product Strategy Determines Success Or Failure.

The success or failure of agent products depends on strategy, and the correct choice of business strategy is essentially the result of maximum combination of resources and external resources.

Product agent system is a form of management widely adopted in the pharmaceutical industry. Through the agency system, small and medium-sized manufacturing enterprises can make use of social resources to realize the pformation of labor value, and survive and develop in the fierce competition environment. And agents can obtain products that can be operated by the market through agents, so that they can give full play to their professional expertise and achieve the purpose of wealth accumulation.

With the deterioration of the competition environment in the pharmaceutical market, the management of agents is becoming more and more difficult. The tragically heroic force that has left many companies behind them has made the agents die. They have become more cautious in choosing products and marketing, and the intensification of market competition has put forward higher requirements for the professional quality and business philosophy of agents.

Winning or losing depends on strategy.

Although the reasons for the winning or losing of product agents are different, they often depend on the initial strategy choice and formulation. Only by identifying the correct strategy can we find the right tactical means.

Before formulating a business strategy, the agent must have a clear position, ask who I am, what I can do and what I want to do.

Most small and medium-sized agents have the following resources: regional market operation experience, local land relations, relatively mature sales network, certain financial strength and marketing team, and proficient in the marketing mode of individual health care products.

Nevertheless, we should pay attention to the following points when acting products: the agents are not easy to carry out long term product operation because of their limited strength and the time limit of product agents; in the face of the uncertain market of medicine, lack of professional competence, most agents do not have the insight and innovation in marketing. Therefore, they should not easily get involved in products that they are not familiar with, nor should they blindly promote new concepts and cultivate new markets. In the process of managing products, we can attract more partners through the combination of interests and risks. In the operation, we should follow up strategies, follow up products and follow up concepts, and the marketing mode should be differentiated to achieve the ultimate success of market operation.

The definition of marketing mode is an ingenious combination of four basic elements of product, price, channel and promotion in modern marketing theory. The details are angels and demons.

The following is a real case that takes place around us to illustrate the specific application of the strategy in the agent product process.

Case: ups and downs of agent Yang

Mr. Yang, who first started his business in Guangdong in 2001, consulted us when he was preparing to represent a big brand.

At that time, the product of Guangdong's treatment of sexually pmitted diseases was an absolute leading brand. Its success led to the imitation of other manufacturers. At that time, there were more than a dozen products in the market. Mr. Yang hesitated about the lack of confidence in the product.

I analyzed for him: the success of Xi 'an's big detoxication made the reputation of highly toxic products in the minds of consumers and distributors highly recognizable and highly reliable. Because of its successful marketing strategy of "AD + advertising," although it has achieved perfect success, it has caused a certain loss of advertising due to the sacrifice of the convenience of consumers. Other brands have been filled with some blank points by adopting differentiation strategy through the way of entering commercial channels.

Mr. Yang also wants to adopt the strategy of gradually nibbling, using the marketing mode of "special advertisement + advertisement" in the local area like Sieren.

I was rejected by his lack of funds and personnel and operational capacity.

Later, we formulated the following strategies: using differentiated channel strategy and price strategy, instead of operating the specific market, we searched for the two tier agents with the advantage of business channel in the local market. The two sides settled down at the bottom price, and Yang was only responsible for market management and market support.

In the light of the principle of weakening the brand name by highlighting the name of "big poison and poison", we should redesign the packaging, control the terminal retail price at the price, and make it lower than Siln's big poison (other products retail price is the same as Siln), and give retailers more room for profit.

According to this strategy, we soon saw the actual effect. Many target agents used to operate the big products of other manufacturers and had a fixed sales network, but in the larger interest space, they gave up their original products instead of the great poison of Mr. Yang.

Under the premise of little investment, in less than two months, Yang's big detoxication has opened up a situation in Guangdong Province, with sales exceeding 300 per month.

In the first battle, Comrade Yang's confidence was strong enough to prepare for greater leaps.

This time he bought a cold tablets from a pharmaceutical factory as the general agent of the product.

He said that the intrinsic ingredients of the product are exactly the same as those of the famous brands. The successful experience of cloning the great poison can quickly open up the situation in the whole country and establish a nationwide sales network. After that, the development of follow-up products can achieve double benefits by using the off the shelf network, and then become the product agents and opener that affect the whole country.

I put forward the opposite view: Although Kang is a strong brand in the current cold medicine, its product effect is good, but it propagate the product name rather than the common name in the process of brand communication.

So despite its high popularity, ordinary consumers are not familiar with its generic name and composition.

The cold medicines such as fast and Tek are exactly the same as their prescriptions, but they fail to benefit from the selling of Kang Kang.

Therefore, the promotion of this cold tablets can not be borrowed, just like promoting a new product, which completely does not conform to the original intention of the follow-up strategy.

Yang insisted on his point of view, invested hundreds of thousands of buyout products, and began to run the market in full swing.

Using the original network, the product quickly covers the Guangdong market, and carries out national investment through media advertising and exhibition.

The result is not satisfactory, and there are few successful merchants in the country, and the products that are distributed through the network have been indifferent to the retail terminals. Finally, the terminals and distributors have returned products, all of which have been invested in nothing.

Consequent differences in business philosophy and responsibility led to the breakdown of his cooperation system, and Mr. Yang returned to the starting point from the end point.

Comrade Yang, who was unwilling to fail, was looking for a new market opportunity to make a comeback. This time he chose an oral liquid produced by a health care factory in Guangxi with the function of blood supplement.

Drawing on the experience of last time, according to the analysis of the market, we decided to find the agents with multiple product lines and mature terminal promotions in the two tier market as partners. We are responsible for the overall planning of the products, redesign the packaging, highlight the style of the brand, and give the international aesthetic elements. We communicate with the manufacturers to develop two boxes and three boxes of gift items. They are responsible for supporting the promotional materials and promotional gifts, and training the agents for the promotion.

Through the promotion of the terminal of the medicine line, the product can be rapidly sold in the market. After the market is initially mature, it will expand in the food line, and enlarge the product by way of channel wholesale and hypermarket promotion.

In accordance with the above overall strategy, the company has been able to find a suitable agent in various regions. After two levels of agents' efforts, the sales volume of the products at the drugstore terminals has increased steadily. The brand blood enriching oral liquid has become an influential blood supplement brand in Guangdong market.

Mr. Yang's winning or losing case confirms that the success or failure of the agent's product depends on the strategy. The correct choice of business strategy is essentially the result of the full combination of its own resources and external resources.

As agents are small dinghy, we can not expect them to be as deep ocean as 10000 tonnes of giant ships, but they can also make waves in the right harbour.

Limited to Mr. Yang's low starting point, he has not yet had any big speculation in his acting product career.

And silent ups and downs, this is the vast majority of agents today's state of the panoramic portrayal.