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    SUNFLOWER PHARMACEUTICAL

    H&H’s Service Contents

    H&H made the strategic proposal for Sunflower Pharmaceuticals to enter the children pharmaceuticals market, and developed the strategic product structure consisting of children pharmaceuticals, health care products and personal care products. H&H created the brand image “Little Sunflower”, established the brand discourse system named “Class of Little Sunflower’s Mom”, designed a complete set of brand images and product packages, and created all the product advertisements, which fully demonstrates the H&H Methodology “all efforts should be one integrated endeavor”.

    Sunflower Pharmaceutical’s Performance in the Market:
    Little Sunflower has become a specialized children pharmaceutical brand comprehensively leading in brand influence, number of varieties, production capacity and other aspects in China’s children pharmaceutical market. Sunflower’s children pharmaceutical strategy has brought significant results: Sunflower has launched the oral solution for children’s lung heat, cough and asthma, digestion-promoting oral solution for children, phlegm-preventing and cough-stopping granules for children, paracetamol and amantadine hydrochloride granules for children and other pharmaceuticals for children, which has significantly increased the total sales volume of Little Sunflower’s pharmaceuticals.
    Now, Sunflower’s cosmeceutical care products, health care foods and other products for children have been launched in the market, so Sunflower will have more excellent market performance in the future.

    H&H’s overall services for Sunflower Pharmaceutical include the following:

    I. Enterprise Strategy Development

    “Categories” should be determined before “varieties”, and the essence of “varieties” is “brand”. Sustainable development is achieved through the improvement of category and brand. Based on the variety resources of Sunflower Pharmaceutical, H&H proposed the strategy for the R&D of children pharmaceuticals.
    II. Product Structure Planning
    The product structure is the roadmap for enterprise development. H&H has planned the product structure for the categories of Sunflower Pharmaceutical, which is effective for sustainable development.
    III. Brand Management

    To endorse the “Sunflower” trademark, Sunflower Pharmaceutical, H&H has created the family images consisting of Little Sunflower, Sunflower Sister and Sunflower Grandpa, which respectively represent the children’s pharmaceuticals, women’s pharmaceuticals and other common pharmaceuticals of Sunflower Pharmaceutical.
    IV. Design Package

    The essence of package design is to present the product in an impressive manner.
    H&H’s consistent view is to present a single brand as far as possible and distinguish categories through intuitive and strong images so as to get the most powerful presentation advantages in packaging.
    V. Proposal on the Development of New Products
    The essence of product development is to give consumers a reason to buy so that consumers can “make their wishes become true”.
    In line with the strategy of developing Little Sunflower as China’s leading brand in terms of children’s pharmaceuticals, H&H proposed that Sunflower Pharmaceutical develop the products which meet market demands and can bring advantages and benefits.

    VI. Creation and Shooting of All the TV Advertisements
    Since 2007, H&H has been creating and shooting all the TV advertisements for Sunflower Pharmaceutical.

    VII. Planning of “Class of Little Sunflower’s Mom” and Development of It into a Brand Experience Platform
    H&H took “Class of Little Sunflower’s Mom” as the preemptive measure. “Class of Little Sunflower’s Mom” is positioned as an “expert in children’s pharmaceuticals”, and it is a professional children health platform vigorously built by Sunflower Pharmaceutical.
    Clients’ Comments
    Guan Yanbin, chairman of the Board of Sunflower Pharmaceutical Group
    H&H’s deepest impression on me is that they can always seize the essence of things, and they quickly provide accurate, inherent and systematic solutions. Every time after listening to their report, I will think, if they hadn’t seized the essence, much time would have been wasted in lengthy meetings and discussions! In addition, they make all-out efforts and dedicate themselves to work. I appreciate this spirit very much.

    I. Enterprise Strategy Development
    “Categories” should be determined before “varieties”, and the essence of “varieties” is “brand”. Sustainable development is achieved through the improvement of category and brand. Based on the variety resources of Sunflower Pharmaceutical, H&H proposed the strategy for the R&D of children pharmaceuticals. Through the merger and acquisition of enterprises, the product structure was improved and the technical support was strengthened, which boosted the rapid growth of Sunflower Pharmaceutical so that the enterprise obtained the advantages unmatchable for competitors.

    II. Product Structure Planning
    The product structure is the roadmap for enterprise development, including the strategic role, the strategic task and the strategic priority of each product. H&H has planned the product structure for the categories of Sunflower Pharmaceutical, which is effective for sustainable development.
    First, Sunflower Pharmaceutical developed cough-killing and digestion-promoting pharmaceuticals for children. Oral solution for children’s lung heat, cough and asthma: The task of the first flagship product is to increase the sale of Little Sunflower’s pharmaceuticals in the category of the respiratory system in addition to the establishment of the brand platform for the product group in the whole category. The strategic task of the second featured product, the digestion-promoting oral solution for children, is to echo the oral solution for children’s lung heat, cough and asthma, forming the embryo of the Sunflower’s family of children’s pharmaceuticals. Finally, children’s pharmaceuticals in other categories are developed in proper order, gradually establishing the product structure of the leading brand in children’s pharmaceuticals.

    III. Brand Management
    In H&H’s opinion, whether the single-brand strategy and the multi-brand strategy is better involves the communication cost.
    Sunflower Pharmaceutical adopted the “single brand, multiple images” strategy. In the strategy for children’s pharmaceuticals, Sunflower continued to use the “Sunflower” trademark and created a cartoon image of Little Sunflower to represent Sunflower’s brand for children’s pharmaceuticals.


    In terms of brand structure, H&H’s consistent view is that a single brand should be used as far as possible, and intuitive images should be used to distinguish different categories, because this method involves the lowest cost, highest success rate and highest investment return.
    In the end, on the precondition of the endorsement of Sunflower, H&H created the family images consisting of Little Sunflower, Sunflower Sister and Sunflower Grandpa for Sunflower Pharmaceutical, which respectively represent the children’s pharmaceuticals, women’s pharmaceuticals and other common pharmaceuticals of Sunflower Pharmaceutical.

    IV. Package Design

    The essence of package design is to present products in an impressive way.
    H&H’s package design methodology is to create presentation advantages in the terminal environment and design appealing packages, and the packages of Little Sunflower series of products are the purchase guides most needed by parents.
    H&H’s consistent view is to present a single brand as far as possible and distinguish categories through intuitive and strong images so as to get the most powerful presentation advantages in packaging.


    V. Proposal on the Development of New Products
    The essence of product development is to give consumers a reason to buy so that consumers can “make their wishes become true”. In line with the strategy of developing Little Sunflower as China’s leading brand in terms of children’s pharmaceuticals, H&H proposed that Sunflower Pharmaceutical develop the products which meet market demands and can bring advantages and benefits.

    VI. Creating and Shooting of All the TV Advertisements
    With the Little Sunflower image at the core and the Class of Little Sunflower’s Mom as the platform, H&H has built a complete integrated marketing, communication and experience system for Sunflower Pharmaceutical.
    Since 2007, H&H has been creating and shooting all the TV advertisements for Sunflower Pharmaceutical, applying the creative method to “provide differentiated product positioning, provide new consumption knowledge and create popular views”, and developing consumers’ habitual dependence on our information.
    Little Sunflower’s TV advertisements are designed not just for the successful sale of a product, but for the development of the Little Sunflower brand into an authoritative brand in a certain category; not just for becoming a supplier of products in a certain category for consumers, but for developing parents’ habitual dependence on the information about the safety of children’s pharmaceuticals.

    1. Creation of TV advertisements
    Oral solution for children’s lung heat, cough and asthma: This name is too long, but such a disadvantage was converted into an advantage, because the advertisement centering on “lung heat” was most impressive on the contrary: “Removing lung heat, and treating repeated coughs”.
    2. Vivid presentation at pharmacies
    Pharmacies are the places where pharmaceuticals are sold and Little Sunflower confronts competitors.
    The vivid presentation of Little Sunflower pharmaceuticals at pharmacies is to highlight the brand image and product value through the presentation standardization and material layout, so as to present Little Sunflower as a most attractive and powerful brand in the purchase environment.

    3. Outdoor advertisements
    Advertisements on TV, buses and bus stops are all aimed at consumers’ remembering Little Sunflower’s product packages, brand image, and reason to buy.
    In addition, the slogans should be colloquial and lead to consumers’ “communication” to potential consumers.

    VII. Planning of “Class of Little Sunflower’s Mom” as a Brand Experience Platform
    H&H planned the “Class of Little Sunflower’s Mom” and developed it into a brand experience platform. Please visit http://www.xiaokuihua.net. H&H took “Class of Little Sunflower’s Mom” as the preemptive measure. “Class of Little Sunflower’s Mom” is positioned as an “expert in children’s pharmaceuticals”, and it is a professional children health platform vigorously built by Sunflower Pharmaceutical. Through the cooperation with hospitals, communities, kindergartens and other partners, “Class of Little Sunflower’s Mom” has carried out a large number of public service activities related to children’s health, formed rich contents, online sharing and interaction, and built the brand experience of Sunflower children’s pharmaceuticals.
    When A (H1N1) influenza was rampant, Sunflower Pharmaceutical offered the lessons against A (H1N1) influenza under “Class of Little Sunflower’s Mom” on Sina.com and other portal websites. A sharply increasing number of Internet users clicked the webpages, thereby cultivating a large number of loyal consumers.

    Summary: H&H Methodology Used in the Brand Strategy of Sunflower Pharmaceutical for Children’s Pharmaceuticals

    1. All efforts should be one integrated endeavor.
    In H&H’s opinion, enterprise strategy, brand image, communication planning, advertisement creation and others should be one integrated endeavor, and should be handled by one team in one system in a one-off manner. In the strategy for children’s pharmaceuticals, H&H did the following for Sunflower Pharmaceutical:
    (1) proposed the strategy for children’s pharmaceuticals
    (2) creatively designed the cartoon Little Sunflower as the spokesperson
    (3) planned the product structure of children’s pharmaceuticals
    (4) proposed the development of new products
    (5) designed all the product packages
    (6) created and shot all the TV advertisements
    (7) planned the “Class of Little Sunflower’s Mom” and developed it into a brand experience platform.
    2. “Categories” should be determined before “varieties”, and the essence of “categories” is “brand”.
    * Oral solution for children’s lung heat, cough and asthma: The task of the first flagship product is to establish the brand platform for the product group in the whole category.
    * Battling again after victory: The strategy is similar to that in the game of go, resources should be rationally allocated according to the need.
    * Whether the single-brand strategy or the multi-brand strategy is better involves the communication cost.
    * “Class of Little Sunflower’s Mom”: brand experience in the search era
    Based on the strategy for Little Sunflower children’s pharmaceuticals, Sunflower Pharmaceutical has developed a clear path for the development of Little Sunflower children’s pharmaceuticals in multiple aspects such as product structure, product development, product symbols and advertising strategies.

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