Research On The Promotion Strategy Of Four - Dimensional Grain Calcium In Children 's "Baijia Li"

At present, our children calcium supplements market has huge market share, as of the end of 2013, China children calcium products market capacity is about 2000000000 yuan. The children of calcium products from product composition which organic calcium, inorganic calcium, small particles of calcium class three. In the domestic production of children’s calcium products manufacturers have as many as ten, the market competition is intense. The children’s calcium mainstream products mainly concentrated categories in the calcium carbonate, due to requirements of raw materials, the low technology products profit space. Representative products Wyeth Pharmaceuticals Caltrate Xiao Tian Jia and ocean pharmaceutical d-cal calcium, the two products are entering the market early, there is a strong brand endorsement, through long-term promotion and customer accumulation, whether it is a brand famous degree or the consumer market education and reputation have a certain foundation. Bacardi Pediatric Four vitamins Calcium Glaciate Tablets is YH pharmaceutical industry in 2014 one of the strategic products, in 2014 April the formal launch into the market. YH pharmaceutical production enterprise with a history of 70 years, since the 1986 national regulatory departments in strict sampling on the quality of Pharmaceuticals, its product sampling qualified rate to maintain a continuous 100%. The other is the first domestic company through ISO9001, ISO14001, ISO10012 three certification for pharmaceutical enterprises, in 2011 the YH pharmaceutical oral solid preparation workshop to the EU certification, in 2013 the EU exports nearly 400000000 tablets preparation. Children’s medicine brand PARKnSHOP is the creation of a new YH Pharmaceuticals in 2014, is one of the major strategic initiatives in recent years YH pharmaceuticals.In this paper, the Bacardi marketing environment and the current promotion situation analysis, the goal of using the theory of marketing strategy, Potter five forces model analysis methods, proposes the promotion method suitable for Bacardi, and evaluate its promotion effect.The first chapter, the introduction, including the background, research ideas and the research significance. The second chapter, systematically expounds the related theory of promotion and sales promotion strategy, marketing strategy, marketing environment analysis, to provide the theoretical basis for the construction of paper behind Bacardi promotion strategy combination; the third chapter, mainly analyzes the status quo and development trend of domestic and foreign children’s calcium pharmaceutical market; the fourth chapter, analysis of the promotion status Bacardi and problems, find the problems and challenges facing it; fifth chapter, on the Bacardi marketing environment analysis, including macro environment analysis, the micro environment analysis, SWOT analysis, Bacardi main competitors and its promotion strategy analysis, find out the Bacardi competitive advantage. The sixth chapter, using the theory of STP, target market positioning of Bacardi, depending on the target market positioning, choice of promotion strategy combination, and carries on the appraisal to the promotion effect, the last chapter is the conclusion part seventh.