---
title: "Must-Read for Marketers: Shi Yuzhu's Personally Written Brain Platinum (Nao Bai Jin) Marketing Plan: Detailed, Thorough, and Practical"
description: "This marketing plan is simple, clear, and straightforward, offering valuable insights for anyone in marketing. It outlines the basic strategy of using 'ambush' tactics to build consumer trust in product efficacy, and details the marketing methods, market launch steps, and foundational work including public relations, training, market research, channel strategy, and terminal management."
author: "史玉柱"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-11-19"
language: "en"
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# Must-Read for Marketers: Shi Yuzhu's Personally Written Brain Platinum (Nao Bai Jin) Marketing Plan: Detailed, Thorough, and Practical

> This marketing plan is simple, clear, and straightforward, offering valuable insights for anyone in marketing. It outlines the basic strategy of using 'ambush' tactics to build consumer trust in product efficacy, and details the marketing methods, market launch steps, and foundational work including public relations, training, market research, channel strategy, and terminal management.

This marketing plan is simple, clear, and straightforward. It will inspire anyone involved in marketing.

**Brain Platinum (Nao Bai Jin) Marketing Plan**

**Part One: Overall Strategy**

**Chapter 1: Basic Principles**

The core of health products is to gain consumer trust in product efficacy. Our basic principle: adopt an "ambush" tactic to avoid exposing commercial intent while promoting efficacy.

**Chapter 2: Marketing Methods**

Primary methods: soft articles, book excerpts, and 4-second science popularization videos.
Important methods: book mailing, terminal displays, 2-second videos, hard ads, and promotional activities.
Supplementary methods: TV brand ads, push-pull materials, radio specials, and tabloids.

**Chapter 3: Market Launch Steps**

**Feasibility Stage:** External environment assessment, media pricing assessment (submit public relations and media commitment letters; proceed to next stage only after headquarters approval).

**Preparation Stage:** Sign contracts with newspapers (about two weeks); develop a comprehensive local launch plan; organizational building; product approval; staff training and exams; market research; channel negotiations; contract signing; install consultation hotline; distribute products.

**Ambush Stage:** Send a round of books before publishing articles (no hotline allowed).
(Four weeks) First two weeks: stir up news and use the first four video tapes for news hype. Last two weeks: publish soft articles, insert book excerpts (every Thursday), put up push-pull materials and posters, mail books, and maintain terminal displays.

**Introduction Stage:** Publish soft article "XX Shows Signs of American Madness"
(Eight weeks) Extensive soft articles and efficacy science videos (5 videos). Moderate newspaper hard ads. TV specials or brand ads. Insert book excerpts (rounds 3-4). Build consumer profiles. Hang banners.

**Growth Stage:** Further expand the distribution of book excerpts. Develop new media for soft articles. Develop new TV channels for science videos.

**Part Two: Foundational Work**

**Chapter 1: Public Relations**

**I. How to Seize the Initiative in Dealing with Relevant Management Departments**

1. When dealing with relevant management departments, first maintain an attitude of neither inferiority nor arrogance, and be warm and generous. When first meeting with government authorities, it is best not to bring up problems; even if you have issues, don't raise them immediately. Instead, first show respect and express that you are new to the area to develop the economy.
2. Befriend local "social elites" to improve efficiency.
3. Mobilize all positive factors to gain support from all sectors of society. For example, when publishing soft articles in a newspaper, proactively ask them to review the content, involving them in our work.

**II. Requirements**

1. Prevention first, report promptly, and handle immediately.
2. Sincere attitude, neither inferior nor arrogant.
3. Identify the key to the problem.

**III. PR Principles**

1. Where there is cultivation, there will be harvest.
2. Friendships require regular contact.
3. Believe that people can understand and communicate with each other.

**IV. PR Mnemonic**

Act weak to gain sympathy; rather be foolish than pretend smart; speak pleasant words; listen carefully to others; give thoughtful gifts; give more, take less.

**V. PR Targets (Provincial capitals should cover provincial, municipal, and district levels)**

1. Industry and Commerce Bureau
(1) Commercial Management Section and supervising leaders;
(2) Advertising Approval Office.
2. Health and Epidemic Prevention Station
(1) Food Section;
(2) External Affairs Section.
3. Newspaper Offices
(1) Editor-in-Chief or Publisher;
(2) Advertising copy approval and layout editor approval;
(3) Self-distribution department: Manager, Distribution Section Chief.
4. Technical Supervision Bureau: Technical Supervision Section.
5. City Appearance Office: Joint Law Enforcement Team.
6. Consumer Committee
7. TV Station Editorial Department
8. Post Office Advertising Company
9. Provincial Health Department Health Supervision Office (food advertising approval)

Special Note: Our closest contacts are the Industry and Commerce Bureau and newspapers.

**Chapter 2: Training**

**I. Training Objectives:**

Training objectives can be summarized as: train cadres and backbone staff who are excellent in thought, business, and management, and enhance the combat effectiveness of branch offices.

**II. Training Targets**

1. New employees;
2. Participants in new market strategies and tactics;
3. Personnel developing new markets;
4. Employees who cannot keep up with market development;
5. Other employees requiring training.

**III. Training Content:**

1. Corporate culture;
2. Work systems and discipline;
3. Product knowledge;
4. Marketing knowledge;
5. Business knowledge and practical exchange for different positions.

**IV. Training Formats:**

1. Full-staff training;
2. Departmental training (conducted in stages and by department according to the overall plan);
3. Mentoring (veterans lead teams, teaching on-site);
4. Weekly training meetings; subsidiaries and offices hold training sessions weekly, cascading down;
5. Combine face-to-face instruction with practice; demonstrate operational essentials;
6. Ensure continuity of training content, emphasize atmosphere, create a sense of urgency, and ensure learning outcomes.

**V. Training Requirements:**

1. Every employee must pass training exams before starting work;
2. Deputy directors of offices must undergo headquarters training before taking posts;
3. Prepare plans and materials in advance:
(1) Verify and fill in new employee roster;
(2) Arrange instructors to prepare lesson plans one week in advance;
(3) Hold a work meeting one week before training to clarify division of labor and responsibilities;
(4) Strict discipline during training to instill organizational discipline;
(5) Report exam results to the management center after training.

**Chapter 3: Market Research**

**I. Goals and Tasks**

Correctly understand the existing market and target consumers; understand the actual effects of our promotional methods; analyze factors influencing purchases; find ways to tap new consumer groups and increase repeat purchase rates; use research results to validate and refine the marketing plan and guide market operations.

**II. Research Content**

1. Market Introduction Stage
Media research (segmented by age group)
(1) How many people read newspapers, and who reads them?
(2) How many people watch TV, which channels, who watches, at what times, and what types of programs?
(3) Consumer research: habits, consumption needs, identify target consumer characteristics.
Purpose: Select media based on research results.

2. Market Growth Stage
(1) Consumer Research
- Survey purchasers: Understand factors that promote purchase, whether they will continue to buy, sources of product information, and purchase psychology; use results to validate the plan.
- Potential buyers: Survey awareness, product impression, reasons for not buying, etc.; results can be used to validate and improve the plan.
(2) Promotional Method Research
Assess the impact of various promotional methods on consumers; identify other companies' promotional methods that have a deeper impact.
Purpose: Analyze which promotional methods are most effective; evaluate the reach and pros/cons of each method.
(3) Health Product Market Research
- Sales: Who sells best and why?
- Promotional methods: Analyze the best-selling products' promotional strategies for lessons and recommendations.
Purpose: Learn from strengths and weaknesses to improve the plan.

**III. Requirements**

1. Sample size: At least 100 people for small-scale surveys;
2. Frequency: 1-2 market surveys per month;
3. Each survey must produce a detailed analysis report with solutions and recommendations;
4. Plan surveys one week in advance; use standardized questionnaires, gifts, and scripts.

**IV. Survey Methods**

1. Face-to-face interviews;
2. Telephone surveys (but not using archived phone numbers);
3. Mail-in surveys with prizes for responses to published interviews or TV broadcasts.

**Chapter 4: Channel Strategy**

I. Standard: Only one distributor allowed in small cities.

II. Requirements:

1. All offices and prefecture-level representative offices must send contracts and related materials to the management center for approval.
2. Signed contracts must be mailed back to headquarters.
3. No office, representative office, or individual may sign contracts with distributors in any name; otherwise, it will be considered fraud.

**III. Distributor Requirements:**

1. Have a fixed sales network locally with relative monopoly power.
2. Good reputation, strong strength, and broad sales network.
3. Prefer state-owned distributors over private ones.
4. Good relations with government departments (Industry and Commerce, Technical Supervision, Epidemic Prevention Station, etc.).

IV. Case Analysis of Distributor Selection in Existing Markets:

Among the existing 13 branch offices, only Wuxi, Jiaxing, Ningbo, and Shenyang have selected a single distributor, and they chose one that basically meets the above five requirements (referring to urban areas, not surrounding areas). Retail prices in these four regions are more stable than in other cities. The other 9 cities have 2-5 distributors. When Brain Platinum became a bestseller locally, cross-selling occurred, causing price chaos. For example, when a retailer buys multiple products in bulk from a distributor, the largest volume might be Brain Platinum. To profit from other products, the distributor might sell Brain Platinum at cost, disrupting wholesale prices. Retailers may also lower retail prices to promote sales, causing retail price chaos.

Although exclusive distributors offer advantages like price stability, high motivation, and clearer channel flow, they have drawbacks such as slow and narrow distribution. In terminals where the distributor cannot deliver, branch office sales staff should proactively help with distribution. When helping, they must pick up goods from the distributor; branch offices are prohibited from shipping directly to terminals.

V. Key Issues to Note

1. We cannot compromise on principle issues: product stocking, price system (especially retail price and pricing), payment requirements, and distribution territory.
2. Payment requirements:
(1) Timely payment;
(2) Prevent distributors from hoarding goods and disrupting the market.

**Chapter 5: Terminal Management**

Terminal work can be divided into soft and hard parts. Soft work involves getting salespeople to actively recommend our products; hard work refers to product placement and POP and other promotional materials.

I. Importance of Terminals

**Statistics show that 70% of customers at terminals specify a brand, while 30% need a product with certain efficacy but haven't decided on a brand. These consumers must be retained through salesperson guidance. Of the 70% who specify a brand, 35% may change their minds if strongly recommended by salespeople—a significant percentage. Therefore, terminal work is the top priority in foundational work.**

**II. Terminal Standards:**

**1. Salespeople recommend Brain Platinum and have basic knowledge of it.**
**2. Product display: At least three boxes facing forward; two boxes are ineffective.**
**3. Class A and B terminals must have at least one type of promotional material:**
**(1) Banner: Hang above the store entrance or inside the store at the top.**
**(2) Large POP: Place at the most visible spot at the entrance.**
**(3) Posters: Put in the most visible place; at least one per pharmacy.**
**(4) If there is a glass display window, products must be placed there.**
**(5) Class A and B terminals must have books on display and give a book to every purchaser.**

III. Salesperson Training

1. Terminal sales staff must visit terminals every three days.
2. Branch offices must hold monthly product knowledge training for Class A and B terminal salespeople.
3. Basic Brain Platinum knowledge salespeople should know:
(1) Brain Platinum efficacy and principles
(2) American madness
(3) Brain Platinum levels decline with age
(4) Several local examples

**Special Note: Terminal rebate programs must be approved by the management center before implementation.**

**Part Three: Promotional Work**

**Chapter 1: News Hype**

I. Role:
News hype is the primary method for market introduction. It implants the concept and effects of Brain Platinum into consumers' minds before the company appears and before consumers become wary, laying a solid conceptual foundation for the brand.

II. Standard:
Extend the ambush period, intensify hype, and complete all news within two weeks.

III. Content:
Five articles:
1. **Can Humans Live Forever? Part 1**
2. **Can Humans Live Forever? Part 2**
3. **Can Humans Live Forever? Part 3**
4. **Two Biological Atomic Bombs**
5. **The Most Watched Person in the World in 1998**
6. **Each article occupies: 1/4 page in large newspapers, 1/2 page in small newspapers.**

IV. Requirements:
1. Titles: Do not change titles. If absolutely necessary, with management center approval, use these alternatives: "Can Human Aging Be Slowed?" instead of "Can Humans Live Forever?"; "Two Shocks of This Century" instead of "Two Biological Atomic Bombs."
2. 1/4 page for large newspapers, 1/2 page for small newspapers.
3. Pricing: 45% or less of the advertising rate.
4. Placement: Must not be in the advertising section. Health, sports, international news, or social news sections are ideal. The article should not be surrounded by other companies' news hype; preferably surrounded by regular content.
5. Title and font: Title should be large and eye-catching (slightly larger than the body text title), with font size and style matching the newspaper's body text.
6. Each article must have relevant illustrations; do not include the words "food promotion" or a hotline number.
7. Each article must be published separately, not combined with others. The "Can Humans Live Forever?" series must be published consecutively within one week.
8. Use black borders only if they match the overall layout; if the page uses black borders to separate articles, use them; otherwise, do not.

V. Suggestions:
1. Use a decorative flower (报花) during news hype, but it should be distinct from the one used for soft articles.
2. If news hype is difficult, hire a senior journalist (or editor-in-chief, deputy editor-in-chief) as a company consultant to publish the soft articles in news form.

VI. For pricing negotiation, publication standards, and requirements, refer to the "Soft Article Hype" chapter.

**Chapter 2: Soft Article Hype**

**I. 80-Character Formula for Soft Article Publication:**

**Soft and hard ads should not meet; choose pages with many readers; price at 45% or less; titles must be eye-catching.**
**Every article has illustrations; prefer party newspapers; avoid the word "promotion"; keep font consistent.**
**No ads around; no black borders; irregular shapes; no hotline.**
**Clever notices; add a decorative flower at the end; execute without deviation; results will be excellent.**

**II. Role:**
Soft articles are the center of the entire marketing campaign. They are more credible than traditional ads; success depends on article quality and publication method.

**III. Pricing Requirements**
Pricing should be 45% or less of the advertising rate.

**IV. Negotiation Points**

1. Advertising volume: Show samples of our high-frequency ads in major cities and key media. These dense schedules are leverage for lower discounts.
2. Article quality: Emphasize that our articles are high-quality, readable, and can increase newspaper readership.
3. Timely payment: Emphasize our prompt payment, citing company policies as evidence.
4. Other tactics: Emphasize that headquarters only covers 45% of the cost; any excess is borne by the individual.
5. Media contracts: Sign a 6-month contract with local media. If price cannot be lowered, request free additional space to meet the discount requirement, but ensure publication quality.

V. Publication:
Target 2-3 local media outlets. In principle, each medium should publish 1-3 times per week.

VI. Publication Requirements:
Make it indistinguishable from regular newspaper articles.
1. Placement: Not in the advertising section; preferably in news, sports, or social sections.
2. Surroundings: No other companies' soft articles or ads nearby.
3. Title: Large and eye-catching, but slightly larger than the largest font on the page.
4. Illustrations: Every article must have illustrations; images should be high-quality.
5. Avoid the words "food promotion" (食宣字).
6. Font and size: Match the newspaper's body text font and size.
7. Format: Avoid black borders; use irregular layouts.
8. No hotline numbers in soft articles, but must include a decorative flower (报花) such as "Special Report," "Global Knowledge," "Hot Topics," "Focus," "Focus News," etc.
9. Notices: Publish in the second and fourth weeks of news hype, but not on the same page as our articles.

**Notice (Sample)**

Dear Readers: Recently, since our newspaper published scientific knowledge about Brain Platinum, we have received numerous calls inquiring about Brain Platinum. To answer consumer questions more directly and comprehensively, we have added a hotline: XXXXXX. Please call this hotline for Brain Platinum inquiries. Thank you!

XXXX Newspaper, X Month X Day, X Year

10. Publication volume should favor local party newspapers.

VII. Article Combinations:
1. Prioritize the most effective soft articles. The most effective ones are:
First: "Nanjing Shows Signs of 'American Madness'"
Second: "Nanjing Sleeps Well, What About Shenyang?"
Third: "Humans Can Only Live Five Days Without Sleep"
"Women at Forty: Flower or Tofu Dregs?"
"One Day Without a Bowel Movement = Smoking Three Packs of Cigarettes"
3. For "Nanjing Shows Signs of 'American Madness'," each newspaper should publish it once a month for three consecutive months; from the fourth month, replace with "Viewing Brain Platinum from a Third Eye."
4. After each article is published three times, change the title and illustrations appropriately.

**Chapter 3: Science Popularization Videos**

I. Role:
Science videos are a primary method for market introduction. Derived from newspaper news hype, they use television to implant the concept and effects of Brain Platinum into consumers' minds before the company appears and before consumers become wary, laying a solid conceptual foundation for the brand.

II. Importance:
We have succeeded in early news hype and soft articles. In television, which has a broader audience than newspapers, success depends on two factors:
1. Quality of the science videos
2. Scheduling and broadcast quality

III. Standards:
1. One video per day; for the first four weeks, only the first five news videos; for the next four weeks, the five efficacy videos.
2. At least 1-2 times during prime time daily, plus 2 or more additional broadcasts during other times.

IV. Content:
(1) News Videos
1. Two Shocks in the Life Sciences
2. The $2 Billion Space Experiment
3. Mice Make a Great Contribution
4. Why Are Americans Crazy?
5. Focus

(2) Efficacy Videos
1. Sleep
2. Digestion
3. Beauty
4. Anti-aging
5. Efficacy

(3) Requirements:
1. Program: Establish a program on the TV station such as "Science Expo," "Light of Science," or "Life's Variety" to enhance authority and reduce commercial feel.
2. Duration: About 4 minutes each.
3. Pricing: 10% or less of the advertising rate.
4. Sponsorship: Cooperate with TV stations to set up "Science Expo" or "Science Ecology" theater, airing before TV dramas.
5. Format: Preferably broadcast independently, not mixed with other TV ads.
6. Hotline: No company name, manufacturer, distributor name, or health hotline should appear throughout the video.
7. Program logo: Place a rotating globe logo in the lower right corner of the screen, similar to CCTV's News Simulcast. The logo should read "Science News 1 of 10," "2 of 10," etc.
8. Scheduling: Initially, rotate the first four less commercial videos for six rounds, then broadcast "Focus" for six consecutive days.
9. Opening: Use a 10-second opening before the video, similar to the intro used for "Science Expo."
10. Timing: At least once during prime time, ideally in the special A or AA, A segments. Do not air after 9:30 PM (except for bonus airings).

V. Monitoring Requirements: (Refer to TV Advertising chapter)

VI. Special Note:
Currently, headquarters has deployed monitoring teams nationwide to monitor TV broadcasts. Specific methods:
Step 1: Use headquarters employees' friends across the country to form the first monitoring network.
Step 2: Use local reemployment centers or elderly committees to hire two unrelated people for monitoring.
Thus, we have three levels of TV monitoring:
Level 1: Monitors hired by each market.
Level 2: Each market's own monitoring.
Level 3: Headquarters' monitoring network.

**Chapter 4: Book Excerpts**

I. Role:
Book excerpts compile the essence of the book "Sweeping the Globe" into two full pages (four pages in tabloids), combined with the masthead of influential local media to enhance readability. Book excerpts are an essential method for market introduction with a high input-output ratio; expand distribution as much as possible.

II. Standards:
Two rounds per month; cost per copy (printing + insertion) must not exceed 0.19 yuan; if exceeding, management center approval is required.

III. Insertion Methods:
1. Insertion by mailing companies
2. Insertion by self-distributing media

IV. Insertion Steps:
1. Sign insertion and printing contracts
2. Obtain printing and insertion permits from the Industry and Commerce Bureau Advertising Office
3. On-site insertion
4. Select media: Choose the 2-3 newspapers with the largest circulation and highest authority.

V. Monitoring Requirements:
1. Level 1 monitors should bring fruit occasionally to avoid appearing intrusive, but still monitor every detail discreetly.
2. Detailed monitoring records must be kept: location, person in charge, media, start and end times, number of copies, etc., to ensure delivery rate.
3. Level 2 monitors should conduct random spot checks.
4. Bring 2-3 extra people to help with insertion, increasing delivery rate and reducing their workload.

VI. Media: For media without self-distribution, use postal insertion. Prepare two strategies:
1. Persuade the editor-in-chief or deputy editor-in-chief to allow insertion at the printing plant.
2. Get postal authorities to allow insertion at the printing site. This is easier; the first is harder. So, winning over the media leadership is key. This way, delivery rate approaches 100%.

VII. Warning: Falsifying insertion numbers to defraud advertising fees is illegal.

**Chapter 5: Hard Ads**

I. Role:
1. Highlight that hard ads are from the manufacturer, reinforcing that soft articles are from the newspaper.
2. Prevent promotion from being too abstract; use hard ads to inform consumers where to buy.

II. Pricing
Pricing should be 45% or less of the advertising rate.

III. Publication Requirements
1. Do not publish hard ads on the same day and in the same media as soft articles.
2. If conflicts arise, prioritize soft articles; schedule hard ads to avoid them.
3. Start hard ads from the fourth week of market introduction (after both media have published "Wuhan Shows Signs of American Madness"). In weeks 4, 5, and 6, publish one per week; from week 7, publish one every two weeks. Large newspapers: 1/6 or 1/12 page; small newspapers: 1/4 or 1/8 page.
4. Each hard ad must indicate where to buy and include a hotline.
5. Place hard ads in high-readership sections, such as the bottom of news, sports, or stock pages. If in the advertising section, place at the top of all ads.
6. Do not use "Guangdong" or local "food promotion" labels; use the national Ministry of Health approval number "Wei Shi Jian Zi (1997) No. 723."
7. Each hard ad must have a main slogan that is large and eye-catching.

**Chapter 6: Book Mailing**

I. Standards:
1. Two books per unit; one book for each consumer who called and was filed; do not miss any.
2. In small cities with limited units, send a round of books first, placed in mailboxes in residential areas. If budget is insufficient, focus on key residential areas.

II. Requirements:
1. Before news hype, send a round of books: two books to each unit according to the local phone directory; complete 70% of units before news hype.
2. Immediately after news hype, start mailing books; complete 80% of units within two months.
3. Within two days, send a book to each consumer who called and was filed; follow up with visits or calls to show care.
4. No hotline numbers should appear in any book.

III. Special Notes:
1. Negotiate postage rates with the post office.
2. Assign a dedicated person for mailing; collect data for analysis to ensure delivery rate.
3. Do not mail books to government departments, especially municipal and district party committees, government offices, Industry and Commerce Bureau, Technical Supervision Bureau, Epidemic Prevention Station, Health Bureau, Propaganda Department, Press and Publication Bureau, etc.
4. Keep detailed records of mailings for random checks by the management center.
5. Increase book quantities for special units such as banks, elderly committees, post offices, telecommunications, associations, and education; deliver books door-to-door to these units.

**Chapter 7: TV Advertising**

TV ads are divided into 2-minute specials, 5-second, and 10-second standard ads. Specials appear as news, focusing on beauty efficacy, and can be edited into 1-minute general specials. The 5-second ad promotes the brand; the 10-second standard ad is for gifting; the 10-second gifting ad can be extended to 15 seconds.

I. Methods:
1. Choose A-segment time slots and A-segment channels.
2. If choosing C-segment, use dense insertion.

II. Importance of Monitoring:
1. Prevent TV stations from under-broadcasting or missing broadcasts.
2. Specials are long and standard ads are frequent, so choose A-segment channels and times; costs are high, and missing one broadcast is a significant loss.

III. Pricing Requirements:
Specials: no more than 20% of the rate; ads: no more than 40%.

IV. Broadcast Requirements:
1. When inserting ads during TV drama breaks, ensure three "firsts": the first ad after the drama breaks, the last ad before the drama starts, and the last ad before the drama resumes.
2. Prefer inserting ads during drama breaks, especially for high-rated dramas like "XX."

V. Monitoring Requirements:
1. Each subsidiary and office must have a dedicated person monitor daily; hire two unrelated people for part-time monitoring; the company should have two levels of monitoring.
2. Monitors must fill out monitoring forms detailing: missed broadcasts, altered broadcasts, cut openings, cut middles, cut endings, audio quality, video quality, first three ads, last three ads; report daily results to branch leaders.
3. Submit monitoring forms at the monthly marketing meeting to the marketing management center.

VI. Special Note:
TV ad prices are flexible; patient negotiation often yields breakthroughs. For example, Shanghai Oriental TV, with ratings second only to CCTV, charges other manufacturers 80% of the rate; after investigation, the lowest was 68%, but after a month and a half of tough negotiation, we secured 33%.

**Chapter 8: Push-Pull Materials**

**I. Role**
**Push-pull materials are a brand reminder tool, stimulating consumers' visual senses and enhancing brand impression.**

**II. Standard: If there is a door, stick it; every door must be stuck.**

**III. Requirements:**
**1. Post in urban, suburban, and outlying areas where products can reach.**
**2. Pay attention to placement: straight, not crooked; moderate height; ideally both "push" and "pull" materials.**
**3. Each round of posting should last half a month; after half a month, return to fill gaps and refresh.**
**4. Be mindful of inspections by city management, sanitation, and civilization offices.**
**5. When posting, four people post and one checks to ensure quality.**
**6. Plan before posting; post by district, mastering one area before moving to the next, ensuring the "posting" forms a scenic line.**

**Chapter 9: Promotional Activities**

I. Objectives:
1. Increase Brain Platinum's awareness and repeat purchase rate;
2. Face-to-face introduction facilitates consumer acceptance;
3. Focus on promotion, not sales; do not discount during terminal consultations, but gifts may be given.

II. Timing:
Holidays, every Saturday and Sunday, daily 12:00-14:30, and 17:30-21:00.

III. Standards:
Every Saturday, Sunday, and holiday, Class A terminals must have promotional activities.

IV. Requirements:
1. A dedicated person must introduce product knowledge at the event;
2. Books, brochures, and products must be present;
3. For holidays or large events, a consulting doctor must be present;
4. Do not "ring the bell for one day" when entering stores or pharmacies; persist long-term;
5. Do not have only a promotion girl leaning on the counter without preparation;
6. Focus on key times, investing significant effort and manpower;
7. Plan ahead, train promotion staff, and assign someone to supervise and inspect;
8. Register sales: content, name, address, phone, symptoms, whether for self or gift;
9. Use promotions to strengthen relationships with salespeople.

**Part Four: Other**

**Special Notes**

I. External Environment
Intensive promotion of Brain Platinum will inevitably attract attention from relevant authorities. To avoid unfavorable situations, we should proactively prepare, never relying on luck. Emphasize: Work with both municipal and district authorities; both are indispensable.

II. Ensure Smooth Implementation of Book Excerpts
"Book excerpts" are highly persuasive, have large capacity, and significantly boost sales. We must ensure their smooth implementation. Markets without book excerpts cannot scale; markets that have not implemented book excerpts must not launch. Book excerpt insertion may face interference from the Industry and Commerce Bureau and media. Therefore, work with these departments must be done in advance.

Favorable conditions for persuasion include:
**1. "Book excerpts" are formal publications, legally valid;**
**2. Content is true, scientific, and from reliable sources;**
**3. They are science popularization, beneficial to society, not product ads.**

III. Science Articles (Soft Articles) Not Published as Planned
Experience shows that publishing soft articles as planned is of utmost importance. However, in many regions, after a month and a half, the Industry and Commerce Bureau or newspapers interfere, forcing a halt. Especially during the ambush period, interruption causes total loss of early promotional funds and the market "dies." Such markets become "scrapped" and cannot be relaunched. This is a "serious crime" against the enterprise. Take precautions; do not rely on luck.

**Obstacles typically come from:**
**(1) Newspaper staff not previously contacted;**
**(2) Industry and Commerce Bureau;**
**(3) Government officials;**
**(4) Competitors.**

IV. Unreasonable Sales Channels
This includes unreasonable supply allocation and channel errors, causing loss of promotional effects and price chaos. If left unchecked, consequences are dire. Headquarters stipulates that prefecture-level cities should select only one strong distributor; if a second is needed, management center approval is required.

V. Negative Reports
Establish a complete "early warning" system, "seeing and hearing all," to control incidents in the bud. Negative reports may come from:
1. Consumer complaints;
2. Media, Industry and Commerce, Public Security, and related departments;
3. Competitors.

VI. Competitors
As product awareness grows during the introduction stage, competitors may attach to our product and steal our achievements. Countermeasures:
**1. Strengthen terminal work to prevent them from entering terminals; make terminals recognize they are counterfeit.**
**2. Strengthen cooperation with government departments to curb competitor growth.**
**3. Eliminate them in the bud; do not let them grow "fat."**

**-END-**

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