The marketing debate in the tide of mergers and acquisitions

In the wave of mergers and acquisitions, the takeover intention of the acquirer can be roughly divided into the following situations:

1. Mature companies use capital operation methods to increase layout and performance and realize value-added investment

2. Quasi-listed companies use M&A to quickly package performance and achieve market

3. R&D or sales companies use mergers and acquisitions to transform upstream manufacturing enterprises

4. To increase acquisition of product resources, sales resources, production line resources, control of raw material resources, research and development resources, etc.

5. Better integration and use of their own resources and advantages, complementary advantages, and development

Among them, control of resources and merger performance are the most common intentions of mergers and acquisitions in the medical field. Undoubtedly, the consolidated performance report is a quick and easy way to increase control of the upstream resources so that you can see all the people in the mountains and the gentlemen in order to make the princes. However, from the point of view of actual marketing, substantive operations, and evaluation and operation of actual investment, the specialized product evaluation, market assessment, and investment risk assessment in the acquisition process are not yet adequate and accurate. After the acquisition, marketing and operating enhancements have improved. The ability to release and create profits is also insufficient, and the value-added effect of marketing and business promotion on pharmaceutical investment has not yet fully bloomed.

Chasing Product VS Shaping Marketing?

Simply chasing good products and ignoring good marketing, using marketing power to enhance the company's risk judgment and value creation capabilities, often the market potential is unpredictable, when it was too costly to buy an unsure of market output expectations is worth it It became suspense.

There are a number of capital predators that use high prices to reserve a certain number of strong varieties that have a certain amount of sales and performance. They can be won at a high price, and then they can design and increase money, and they can use higher prices. Drumming flowers to the market. However, professionals who often exit at high prices are professional players, and they are the semi-finalists and even novices of coal owners, investors and the market.

The product itself has a life cycle. Many strong products are just three or two years ahead of each other. Follow-up companies are continuously surging. The market structure and rapid changes in the country's mountains and rivers do not guarantee that enterprises and products are today's unparalleled glory. Manchester United, Manchester United will continue to be the championship team tomorrow.

Failing to anticipate the risk transformation of the market structure, or unable to strongly resist and reverse the counterattacks and challenges of more powerful latecomers or predecessors, it is very difficult to judge whether tomorrow’s bread still belongs to itself. Market competition must be ensured by the strength of market operations. It is not sufficient to have sufficient financial strength alone. Simply relying on Tyrant's classification criteria to position the product's rules of the game, for a product whose competitive landscape is likely to change at any time, the bigger the sign is, the more it feels a sense of crisis, because it is the brand that is not worth the price, and the market is still fleshing out and emulating. Brand. Of course, many domestic products simply have sales and cannot be reputed as brands.

Mergers and acquisitions can allow companies to quickly have some sales and performance through consolidated financial statements, but non-compliance marketing and operations will waste more opportunities and value. Without good marketing, there is no guarantee of investment, let alone value-added. Good marketing can be refined, made through products and markets, and the value and sales of products that can be rejuvenated can be overwhelming. Relying solely on the advantages of product resources and ignoring the shaping and release of marketing power and operating power, it is a common malpractice and regret in investment in the pharmaceutical industry. Many of the acquirer’s own marketing and operations are not yet mature and on the right track, or the idea of ​​investing in high-priced companies is only waiting for distribution bonuses, and the operational concept of commercial M&A will be increasingly deviated—mergers need to bring in resources and funds. To add value to M&A projects with advanced concepts and operations, instead of just testing the eyes of making money, finding a chicken that lays eggs, buying it at a high price, taking the next egg every day before the acquisition, and still maintaining an egg after the acquisition. .

Simply locking up product resources, unable to use marketing and operating strength to reflect product value and investment value, from the investment and business point of view is always a lack of regret and loss. Firms that are rapidly gaining weight by consolidating statements do not really enjoy the dividends of investment, but have to pay more for expenses and consumption. Grabbing the beach and grabbing the fruits can only grab some of the smaller and darker apples, or take away some apples like cute bears and lose more apples. With modern marketing and business philosophy, the system of fruit trees can be cultivated to produce excellent fruit products. The promotion and transformation of marketing operations in pharmaceutical mergers and acquisitions must keep pace, mergers and acquisitions are not the goal, and merging the value of mergers and acquisitions is the ultimate goal and significance. Good marketing can be completed with ten, quality and quantity of a good product, top ten glimpse of non-professional operation of the ten products.

Opportunities and Highlights in Homogenization

Differentiation in homogeneity If the kung fu strength is in place, it may become a lucky eruption sales fountain. The reason why the individual pricing is strong is to have enough space and power to be proud of the crowd.

If we can grasp some subtle differences, if we can be separated from the crowd, we will have half of the sales of lucky tickets, and the other half depends on our own sales basic skills. There are also many products with various amulets and lucky symbols. Terminal sales do not mention gas, and they simply have the advantage of high altitude. The ground connection becomes an open garden, and the sales volume is finally empty. Although it is luxurious, high-end, and high-grade, sales are still the most simple and straightforward, and there is no super luxury to show off just hard work.

Although there are some products that are homogenized seriously, the market is basically blank, due to the lack of foreign companies these leaders and masters of free market education, or the head of the sheep have done a mediocre sales, coupled with the lack of general personnel experience in domestic sales and promotion of domestic enterprises. , lack of sales resources, coupled with manufacturers get together, good customers can not see, over the years a pool of stagnant water. However, comparing the sales conditions of similar products and products in the market, it is actually not without operating conditions. It only depends on whether they have experience and resources, and whether they can calm down and whether they can integrate with the market. If you have more packaging conditions, Wuji will become a phoenix.

But in the black chicken stage must remember that he is only a black chicken, to use sincerity to find and impress magicians who can help their own transformation, but can not be black chicken body, but picked up the Phoenix tail, called the price of Phoenix. High-end marketing resources are more scarce than product resources. Many heavyweight products are still nesting in the market, and products that are not on the top of the market want to save themselves. They need to take down the Phoenix label and take the initiative to get close to marketing resources.

The ability of enterprises to grasp and combine market resources, as well as the shortcomings of customers for their own marketing and operations, will increase and become more specialized, and marketing value and product value will truly be released and erupted.

Is it a pie or a trap?

Exclusive products and exclusive dosage forms look like gold signs, and many of them have no cure or hope. The company's low-cost winning bids were recorded and hung there, despite the fact that many hospitals in many regions did not make advances, and no sales were generated. Winning bids for successful bids has become a fatal injury for SMEs and has also directly affected product value and corporate valuation.

The investment project consulting found that many investing bank investigators are serious but lack real experience in marketing and investment, and naturally lack the sight of risk judgment and value assessment. In the marketing cooperation with many companies often encounter the same problem, the company's flagship product, which is strongly recommended by the company, can only be scrutinized with a professional eye. Some lack space, some channels do chaos, some quality is not up to standard, some integrity and service can not keep up, there are many basic concepts and common sense of marketing in the business owners and senior executives have not yet universal. Enterprises want to do a good job of marketing, but they are not familiar with the market and are unfamiliar with professional marketing.

Others are due to the fact that the market rules have changed and the priceless treasures of the past have not been established and have become street-side grass. Just like some drug-based products, the National 520 Catalogue has just been announced at the time of speculation, but due to the huge changes in the Pharmacopeial rules, there is no guarantee that it will be able to achieve superior performance. Pulled down by the low prices of other regions, lost in the face of market rules and corporate weak marketing. The drug's cost-effectiveness is hard to judge now. The same applies to exclusive products and exclusive specifications.

If you do not have deep practical experience and super resources, judgment errors, misoperations, and spending huge sums of money to buy golden eggs or preserved eggs, mergers and acquisitions for the acquirer and the acquiree are both blessings are difficult to predict.

Ironing needs its own strength. The actual marketing and actual management must be implemented in the actual investment of pharmaceuticals in order to truly bring about the wealth of investment and acquisition. For the eagerly developing Chinese companies, instead of buying products around and relying on the number of products to add accounts, it is better to make marketing stronger and stronger and rely on the release of sales performance to become truly exciting.