十大咨询公司经典案例之四-贝恩-拜耳医药-中国东部渠道战略规划

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1、ChinaDistributionStrategyEasternChina:Shanghai,Nanjing,ChangzhouInterimReview:Shanghai27July1999Introduction/ProjectBackgroundEasternChinaFindingsCriticalIssuesNextStepsChinaDistributionStrategyAgenda:27July19992July27EastChinaChinaDistributionStrategyCrit

2、icalIssuesDevelopanentrystrategyforBayer’sOTCbusinessinChinaMarketDistributionHospitals/DoctorsRetailersMarketsizebychannelbyproductsLeadingmanufacturerperformanceincludingcasestudiesAssessmentofBayerperformancewhatworks/whatdoesnotworkFutureforecastscityprio

3、ritizationCharacteristicsfordifferentproductcategorieswesternvs.TCMpharmaceuticalvs.OTCproductsStructurepricingandmarginKeydistributorprofilesandevaluationTier1vs.Tier2/3citytrendsruralvs.urbanRegulatorySizeandsegmentationbyhospitalsizePurchasecriteria/behavi

4、orpaymenttermslogisticsrequirementsproductusagedecisionmakingprocessKeyretailerprofilesSizeandsegmentationbyretailertypeStructurepricingandmarginslogisticrequirementsdecisionmakingprocessRegulatorytrendsinsurancereimbursementOthercountrymarketevolutionEurope(

5、Germany?)andUS?3July27EastChinaPreviousattemptstoenterChinaOTCmarketnotfruitfulIntroducedthreeOTCproductsoverthepastyearwithinitialsuccessongovernmentdruglistinseveralmajorcoastalprovincesChangesinhealthcareandreimbursementsystemEmergenceofnewretailanddistrib

6、utionchannelsUncertaintyinpredictingscaleofchangesandimpactBayerProjectInitialfocusonEasternChina:Shanghai,NanjingandChangzhouFocusonfourproductcategories:GI,pain,anti-fungalandmulti-vitaminConductprimaryresearchandintegratefindingsintofactbaseandstrategyDeve

7、lopre-entrystrategyforBayer’sOTCbusinessinChinaChinaDistributionStrategyProjectBackground4July27EastChina020406080Pre-planning100%Roll-outFieldResearchDataSynthesis/IntegrationStrategyIntegrationOptionDevelopmentPercentofTeamResourcesJune/JulySeptemberAugustS

8、hanghaiNanjingChangzhouChinaDistributionStrategyWorkplanPre-Planning5July27EastChinaChinaDistributionStrategyActivitiesToDate(June18-July27)DistributorRetailerHospitalsOtherShanghai:Nanj