Neptunus Report
Introduction
Neptunus was established in 1989 with its headquarters in Shenzhen, China. It expanded rapidly and by December 2006, the company had nine subsidiaries and five pharmaceutical manufacturing bases. Its total assets amount to over 7 billion Yuan (USD 1.025 billion). The company produces approximately 400 types of pharmaceuticals, traditional Chinese medicines (TCM) and healthcare products. It has strong R&D and manufacturing systems, efficient marketing and logistics networks as well as rich social resources. As a result, Neptunus is the leading company in China’s pharmaceutical industry.
In the beginning, the company placed an emphasis on technological innovation and product development, creating many new products and winning various awards for their products. For example, their Golden Oyster Extract product launched in 1989 was awarded the Gold in the China Excellent Product award in 1991. Neptunus went on to produce countless award winning products such as the Neptunus KingDrink and the Neptunus Ginkgo Tablet.
Change in Marketing Strategy
Despite the success of Neptunus’ products, sales and revenue figures did not reflect this success. Neptunus believed that economic success was affected by their ability to establish effective advertising, marketing and promotional programs, responding to competitive pressures as well as driving demand from the target market.
In 2000, the company undertook an intensive objective diagnosis of the brand and introduced the “21st Century Neptunus Branding Strategy Implementation Plan”. Under this plan, they developed the core brand value of “health creates the future”. They also established the strategic aim of developing Neptunus into the leading brand in China’s healthcare market.
In early 2001, Neptunus started a large scale TV commercial campaign promoting their products. This included the top 4 products, as well as products such as the Neptunus Oyster extract. Although each of these commercials promoted a
Neptunus was established in 1989 with its headquarters in Shenzhen, China. It expanded rapidly and by December 2006, the company had nine subsidiaries and five pharmaceutical manufacturing bases. Its total assets amount to over 7 billion Yuan (USD 1.025 billion). The company produces approximately 400 types of pharmaceuticals, traditional Chinese medicines (TCM) and healthcare products. It has strong R&D and manufacturing systems, efficient marketing and logistics networks as well as rich social resources. As a result, Neptunus is the leading company in China’s pharmaceutical industry.
In the beginning, the company placed an emphasis on technological innovation and product development, creating many new products and winning various awards for their products. For example, their Golden Oyster Extract product launched in 1989 was awarded the Gold in the China Excellent Product award in 1991. Neptunus went on to produce countless award winning products such as the Neptunus KingDrink and the Neptunus Ginkgo Tablet.
Change in Marketing Strategy
Despite the success of Neptunus’ products, sales and revenue figures did not reflect this success. Neptunus believed that economic success was affected by their ability to establish effective advertising, marketing and promotional programs, responding to competitive pressures as well as driving demand from the target market.
In 2000, the company undertook an intensive objective diagnosis of the brand and introduced the “21st Century Neptunus Branding Strategy Implementation Plan”. Under this plan, they developed the core brand value of “health creates the future”. They also established the strategic aim of developing Neptunus into the leading brand in China’s healthcare market.
In early 2001, Neptunus started a large scale TV commercial campaign promoting their products. This included the top 4 products, as well as products such as the Neptunus Oyster extract. Although each of these commercials promoted a
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