ims (case study) 21 金维它

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1、ChinaChallengeBuildingaprofitableleadershippositionBenchmarkingCaseStudyBenchmarkingBrandsWhite&Black21SuperVitaGynoDaktarinGlucobayMotilium21SuperVitaProductDescriptionManufacturer：HangzhouMinshengIngredient:21multi-vitaminsandmineralsDosing:1-2tabletperdayClaim：“non-drowsinessatdaytimeandgoodsleep

2、atnighttime”Launchedaround1985PromotionModel：OTC140millionRMBsalesin2002，520millionRMBsalesin2003Marketshare：About17%oftotalmarketin2003,totalmarketincludesmulti-vitaminproductsbothindrugmarketandinhealthfoodmarketRankingNo.1playeramongmulti-vitamindrugmarketin2003MajorcompetitorsGoldTheragran,Centr

3、um,ChengZhangKuaiLe,GoldenPartner产品概述营销管理ProductDescriptionS&MManagementKSFLessons&implications21SuperVitaHistoricalSales,AdvertisingandPromotionExpenses&ProductContribution1998to2003Aggr.salesvalue:950milAggr.A&Pexp.:184milAggr.productcontr.:510milAverageROIRatio:2.77Unit:‘000RMBNotes：1）AverageROIr

4、atio=Aggr.Productcontri./Aggr.A&PExp.2）Productcontribution=sales/（1+17%）–COGs–A&PExp.Source：Industryexpertinterviews，Eliteanalysis产品概述营销管理ProductDescriptionS&MManagementKSFLessons&implications21SuperVitawasagenericnamebefore2000,therewere5manufacturerspromoted21SuperVitaatthattime21SuperVitawasinven

5、tedbyMinShengin1982Before2000,21SuperVitawastreatedasagenericnameforallmulti-vitaminproductswiththesameingredients.Therewere4othercompaniesusingdifferenttrademarktomarket21SuperVitaIn1987,MinShengregistered21SuperVitaasatrademark.Afterthat,21SuperVitawasbothagenericnameandatrademarkIn2000,SFDAdecide

6、dtochangethegenericnamefrom21SuperVitatomulti-vita(21),andMinShenggottherighttouse21SuperVitaasbrandnameandtrademarkMinShengwasverycautioustopromotetheir21SuperVitabefore2000,becausetheywereafraidthattheyweregrowingthemarketforothers21SuperVitasalestakesoffaftergettingexclusiverightforbothtrademarka

7、ndBrandnamebywinningalawsuitin200121SuperVitaSalesTrackUnit:millionRMBSalesSource：Industryexpertinterviews产品概述营销管理ProductDescriptionS&MManagementKSFLessons&implicationsSASRimpactMingShenggotexclusiver