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1、AreWeReady？Sept15,2013June13,2008市場計(jì)劃的地位銷售預(yù)期品牌（年度市場）營銷計(jì)劃產(chǎn)品線業(yè)務(wù)發(fā)展計(jì)劃支撐公司財(cái)報(bào)的整合業(yè)務(wù)規(guī)劃企業(yè)發(fā)展規(guī)劃與當(dāng)前的市場表現(xiàn)產(chǎn)品X年度市場營銷計(jì)劃時(shí)間段：2014年1月~12月市場環(huán)境與形勢產(chǎn)品與品牌分析競爭環(huán)境與競品分析營銷目標(biāo)策略行動計(jì)劃綱要市場形勢分析政策因素行業(yè)因素技術(shù)因素正向促進(jìn)負(fù)向阻礙Sept15,2013市場趨勢分析在過去12個(gè)月中，產(chǎn)品所屬的總體市場變化方向及其速度數(shù)據(jù)所屬時(shí)間段數(shù)據(jù)來源簡要結(jié)論市場的地域性分布特征產(chǎn)品所屬市場類別在全國各省事的分布特征數(shù)據(jù)來源和所屬時(shí)段簡要結(jié)論33%ofNational24%ofN
2、ational品牌表現(xiàn)分析醫(yī)院純銷的區(qū)域與分布分析73%ofLamisilhospitalsalesisfrom22cities41%ofNational32%ofNational品牌表現(xiàn)分析區(qū)域性滲透現(xiàn)狀：醫(yī)院入藥情況Only55%(339)ofhospitallistingin22cities173Hosp(28%)166Hosp(27%)Total:618Hospitals品牌表現(xiàn)分析重點(diǎn)醫(yī)院滲透狀況29%(178)hospitalscontribute76%sales54%(330)hospitalsonlycontribute11%sales年采購量進(jìn)藥醫(yī)院數(shù)銷售貢獻(xiàn)Total6
3、18590,833>=5000142%107,54018%>=100016427%344,88058%>=50011018%78,08813%>=10021535%56,59410%>=111519%3,7311%品牌表現(xiàn)分析品牌的年度增長趨勢CAGR：5%June13,2008品牌表現(xiàn)分析IMSmarketsharebycity,競爭對手分析品牌成分廠家規(guī)格平均中標(biāo)價(jià)包裝零售價(jià)與療程治療價(jià)醫(yī)保SporanoxItraconazoleXJS100mgx14100mgx4100mgx15168RMB53.4RMB672~1,008RMBYLamisilTerbinafineNVR250mgx
4、7130RMB780~1,560RMBYYiQiKangItraconazoleCDBeiTe100mgx7100mgx14100mgx452.4RMB102RMB408~612RMBYDingKeTerbinafineSDQiLu125mgx6125mgx1445.2RMB102RMB612~1,224RMBY競爭對手分析銷量與市場占有率消長分析數(shù)據(jù)來源與時(shí)間段簡要結(jié)論Growth07vs.0647%Sporanox19%Lamisil24%YiQiKang-4%DingKeMarketValueMarketShare競爭對手分析Lamisilvs.Sporanoxvaluebycity
5、,IMSMAT2007LamisilisstrongerthanSporanoxin7citiesOnly37%ofSporanoxsalesisfromcentrecityLamisilSporanox22cities38,452,09936,334,854Nation52,606,21198,118,539%73%37%June13,2008競爭對手分析BrandawarenessbycityThetopofmindofLamisilisstillmuchlowerthanSporanox,especialinGZ,BJ,WHSource:LamisilBrandPositioning
6、&NewOpportunityExplorationStudy;June2006byTNSTopofMindTotalAwareness97%92%100%100%100%100%80%100%93%93%90%93%競品對標(biāo)分析Source:LamisilBrandPositioningandNewOpportunityExplorationStudy,byTNS2006.Profexanalysis客戶分析：消費(fèi)意向在不同目標(biāo)適應(yīng)癥中客戶用藥意向分析（全國）66%39%Source:LamisilBrandPositioning&NewOpportunityExplorationStu
7、dy;June2006byTNS客戶分析：消費(fèi)意向的區(qū)域性差異在不同目標(biāo)適應(yīng)癥中客戶用藥意向分析（區(qū)域）Source:LamisilBrandPositioning&NewOpportunityExplorationStudy;June2006byTNSOnychomycosisTineaPedis患者就醫(yī)行為與疾病診療流程Source:ChineseStatisticsYearbook2007Lamisil-OStud
