医药市场分析及策略模板(34页).ppt

Are We Ready？,Sept 15,2013,June 13,2008,市场计划的地位,销售预期,品牌（年度市场）营销计划,产品线业务发展计划,支撑公司财报的整合业务规划,企业发展规划与当前的市场表现,产品X 年度市场营销计划,时间段：2014年1月12月,市场环境与形势 产品与品牌分析 竞争环境与竞品分析 营销目标 策略 行动计划,纲要,市场形势分析,Sept 15,2013,市场趋势分析,在过去12个月中，产品所属的总体市场变化方向及其速度数据所属时间段数据来源简要结论,市场的地域性分布特征,产品所属市场类别在全国各省事的分布特征数据来源和所属时段简要结论,33%of National,24%of National,品牌表现分析,医院纯销的区域与分布分析 73%of Lamisil hospital sales is from 22 cities,41%of National,32%of National,品牌表现分析,区域性渗透现状：医院入药情况Only 55%(339)of hospital listing in 22 cities,173 Hosp(28%),166 Hosp(27%),Total:618 Hospitals,品牌表现分析,重点医院渗透状况29%(178)hospitals contribute 76%sales54%(330)hospitals only contribute 11%sales,品牌表现分析,品牌的年度增长趋势,CAGR：5%,June 13,2008,品牌表现分析,IMS market share by city,竞争对手分析,竞争对手分析,销量与市场占有率消长分析数据来源与时间段简要结论,Growth07 vs.0647%Sporanox19%Lamisil24%Yi Qi Kang-4%Ding Ke,Market Value,Market Share,竞争对手分析,Lamisil vs.Sporanox value by city,IMS MAT2007Lamisil is stronger than Sporanox in 7 citiesOnly 37%of Sporanox sales is from centre city,LamisilSporanox22 cities38,452,099 36,334,854Nation52,606,21198,118,539%73%37%,June 13,2008,竞争对手分析,Brand awareness by cityThe top of mind of Lamisil is still much lower than Sporanox,especial in GZ,BJ,WH,Source:Lamisil Brand Positioning June 2006 by TNS,Top of Mind,Total Awareness97%92%100%100%100%100%80%100%93%93%90%93%,竞品对标分析,Source:Lamisil Brand Positioning and New Opportunity Exploration Study,by TNS 2006.Profex analysis,客户分析：消费意向,在不同目标适应症中客户用药意向分析（全国）,66%,39%,Source:Lamisil Brand Positioning June 2006 by TNS,客户分析：消费意向的区域性差异,在不同目标适应症中客户用药意向分析（区域）,Source:Lamisil Brand Positioning June 2006 by TNS,Onychomycosis,Tinea Pedis,患者就医行为与疾病诊疗流程,Source:Chinese Statistics Yearbook 2007 Lamisil-O Study by TNS Company in 2006.Lamisil-O Study by Synovate company in 2006.Based on Lamisil&Sporanoxl IMS sales 2007Q4MAT.,Unit:Million,发病率和患者池规模 就诊率 治疗方案选择品类与品牌选择 依从性,Oral Only1week,Topical Only26week,Oral+Topical1week,Oral Only612weeks,Topical Only3648week,Oral+Topical612week,品牌与销售成长的关键节点,对目标市场的理解和策略形成路径,就医与处方习惯/观察和发现,观念改变 与行为改变,分析与假设,策略与可