The epidemic has had a serious impact on many industries, but it is good for the pharmaceutical industry. When it's good, shouldn't the brand do marketing promotion?
On the contrary, when it is good, we should increase investment. On the one hand, it is because of the good revenue and the economic strength to do marketing actions;The second is to take advantage of the time window of the epidemic to strengthen consumers' perception of categories, so that it is easier to establish a psychological reflection of "category = brand".
Let the brand become common sense in the minds of consumers, become an unthinking choice, once there is a certain aspect of the disease, the first time to think of what category of products is the best, and whose brand is the most reliable in this type of product.
The opportunities brought by the short-term market, under the saturation attack, it is entirely possible to turn into long-term brand equity, and truly build a brand.
Take Kangbei's product Jindi Oral Liquid as an example.
The advertising slogan of the golden flute is: "Sore throat, use traditional Chinese medicine, choose the golden flute". First of all, this slogan is well written and accurately positioned. The application scenario is a sore throat, and those who are willing to use traditional Chinese medicine choose the golden flute.
In the mental cognition of consumers, Western medicines such as cephalosporin have good anti-inflammatory effects, but they are also large, and traditional Chinese medicine is safer than Western medicine. Especially after the beginning of the epidemic, traditional Chinese medicine is more effective**The information of the new coronavirus is popular among major networks, which has strengthened consumers' awareness of traditional Chinese medicine product categories.
It is very wise to strengthen the category of Chinese medicine.
Therefore, at the beginning of the epidemic, Jindi products sold well, and sales increased several times.
Kang Enbei seized the market opportunity provided by the epidemic, stepped up publicity, and added two more sentences: "The throat is the first line of defense against germs, and Jin Di reminds you that it is important to protect your throat." ”
Sore throat is one of the symptoms of the new crown, and these two sentences not only have the nature of public welfare reminders, but also strengthen the importance of protection, in fact, to a large extent, stimulate the purchase behavior of consumers who are worried about infection.
This is similar to "afraid of fire, drink Wang Laoji", and now the consumer's mind is like this: afraid of throat infection, eat the golden flute, and eat the golden flute of traditional Chinese medicine more safely, after the consumer forms common sense, the purchase will happen automatically.
Seize the short opportunity provided by the epidemic, persist in it for a long time, and the medicine cannot be stopped, changed, or reduced, so as to turn the category advantage into a brand advantage.
Zhao Chongfu, a brand strategy expert, is one of the practitioners who best understand positioning theory and super symbols in China, and uses positioning ideas and super symbol methods to empower brands to grow healthily.