Mission Statement:
Our mission is to innovate in product development to provide effective preventative and repair solutions for esophageal health, reducing the incidence of esophageal squamous cell carcinoma, and enhancing the quality of life for people.

Product Description:
We have introduced an innovative throat lozenge, priced at 1.5 yuan per piece, containing a specific protein that effectively repairs esophageal epithelial cell damage and prevents esophageal squamous cell carcinoma. The product is easy to use, with a comfortable taste, suitable for daily health maintenance. Additionally, our lozenge has significant potential to reduce healthcare costs by helping more people avoid related health issues, thus improving their overall quality of life. Our lozenge is priced at 1.5 yuan per piece, which separates it from the complexities and higher pricing commonly associated with health products. This affordable pricing strategy aims to ensure that more consumers can afford and benefit from esophageal health protection. At the same time, this low-cost approach allows us to quickly expand our market coverage and attract health-conscious consumers.

Company Goals:
Our mission is to lead the way in promoting esophageal health through continuous research and innovation, delivering safe and effective products to our customers.

Target Market:
Our target market still focuses firstly on some high-risk groups, such as middle-aged people over 50 years old, people with a family history of esophageal cancer or other related cancers, people who are used to a high-temperature diet, spicy food or pickled food, and long-term smokers or alcohol drinkers. The next group of people are those who have a higher concern for health management, such as those who focus on defense and health care.

Main Customer:
Medical institutions, people who are in the habit of purchasing health food, relevant medical experts and dietitians.

Market Demand:
With increasing awareness of health and preventative medicine, the demand for products targeting esophageal health is growing. The incidence of esophageal squamous cell carcinoma is on the rise, creating a significant market for preventative and repair solutions.
Target Market:
High-Risk Individuals: Those with habits such as smoking, drinking, or a family history of the disease.

Market Strategy:

Establish a strong foundation of scientific evidence through rigorous research and clinical trials, ensuring both the efficacy and safety of the product.
Obtain necessary certifications and approvals to validate the product’s quality and reliability.
Continuously conduct research and testing to refine the product’s formula and production processes, maintaining a competitive edge.
Clearly define the target audience, understanding their needs, preferences, and behaviors to develop a precise marketing strategy.
Create high-quality, informative articles, white papers, videos, and other content to establish the product’s expertise and build trust. Distribute this content on professional websites, journals, and social media platforms. Organize educational events featuring experts to share knowledge about the product and its benefits, enhancing brand perception and professionalism. Utilize social media platforms to engage with consumers, build a brand community, gather feedback, and address concerns. Develop a sustainable market strategy that builds enduring brand value and long-term competitive advantage.

We will soon launch a lozenge specifically designed to alleviate and treat the symptoms of esophageal cancer, and the marketing plan will focus on precisely targeting the target population, strengthening promotion and expanding cooperation channels. First, we will identify the main target groups through market research, including esophageal cancer patients and their families, oncologists and related medical institutions. Based on this information, we will develop a more targeted marketing strategy.

In order to increase awareness of the product, we plan to publish popular science articles and videos on esophageal cancer treatment and the efficacy of lozenges through online and offline promotion, using social media, medical conferences, and health media platforms. In addition, we will also cooperate with medical experts to hold popular science lectures or Q&A activities to enhance the credibility of our products.

In terms of sales channels, we will establish cooperative relationships with hospitals, clinics, pharmacies and other medical institutions to ensure that products can quickly enter the market and be accepted by patients and doctors. Through these collaborations, we hope to further increase the market penetration of our products.

The sales plan will be rolled out in phases, starting with the launch of products in specific pilot cities, and the marketing strategy will be continuously optimised through feedback. In the future, we will gradually expand to more cities and regions. At the same time, we will set up a professional sales team and provide the necessary training to ensure that the sales staff can effectively promote the products.

In addition, we will establish a customer support system to provide consultation and guidance to patients to improve user experience and satisfaction, which in turn will increase brand loyalty. Through these measures, we hope to quickly build brand recognition and trust in the market, and provide an effective treatment option for esophageal cancer patients.

In our recent meeting with the CEO, we confirmed that there are currently no products similar to our lozenge available on the market. This situation puts us in a strong position, as we have no direct competitors at this time, giving us a significant advantage. This unique market environment allows us to establish our product as a leader in its category without the immediate pressure of competing brands.

Given this opportunity, it’s crucial that we stick closely to our market plan. Every aspect, from how we target our audience to the partnerships we form with healthcare providers, needs to be executed with care and precision. This is not just about getting our product out there; it’s about making sure that it’s the first choice for those who need it. Our marketing strategies should be sharp, focused, and clearly communicate the benefits of our lozenge. We also need to ensure that our product is easily accessible through the right channels, so customers can find and purchase it without difficulty.

Equally important is the level of customer service we provide. In a market with no direct competition, how we treat our customers will play a huge role in how our product is perceived. Providing exceptional service will help build strong relationships with our customers, fostering trust and loyalty that can lead to repeat business and positive word-of-mouth.

Given the current conditions, the company is optimistic about the sales prospects of our lozenge. However, this optimism relies heavily on our ability to follow through with our plans. By carefully executing our market strategy and ensuring top-notch customer service, we can take full advantage of this opportunity and secure a strong position in the market. This approach will not only help us succeed in the short term but also establish a solid foundation for long-term growth and success.

Our business plan aims to achieve steady growth by gradually expanding our market share. In the early stages, we will focus on the domestic market, relying on precise marketing strategies and high-quality customer service to quickly build brand reputation. We will work closely with hospitals, clinics, and other healthcare organisations to ensure that our lozenges become part of physicians' treatment regimens, further strengthening market confidence through positive patient feedback. Once our product is recognized in the domestic market, we plan to expand internationally, particularly to countries and regions with high cancer incidence, where we will develop tailored marketing strategies based on local medical needs and policies.

If we were to choose one country to implement this strategy, we would choose China. China has one of the highest cancer incidence rates globally, especially for esophageal cancer. Additionally, China's vast healthcare market and rapidly improving medical infrastructure provide an excellent platform for introducing such an innovative treatment product. To begin, we would conduct thorough market research to understand the medical needs and esophageal cancer incidence across different regions of China and determine the best entry points. Key focus areas would include economically developed eastern coastal regions and major cities like Beijing, Shanghai, and Guangzhou, which have concentrated healthcare resources. In the market entry phase, we would prioritise working with leading hospitals, particularly top-tier hospitals and specialised cancer treatment centres. These institutions have high credibility and influence, and recommendations from doctors will help quickly gain the trust of patients.

On the policy front, China’s drug registration and approval system has undergone significant reforms in recent years, offering "priority review" and "fast-track approval" pathways for innovative drugs. This will help accelerate our product's market entry. Additionally, securing inclusion in the national medical insurance catalogue will reduce the financial burden on patients, greatly increasing product accessibility and market penetration. Furthermore, China’s evolving foreign investment policies in the healthcare sector, along with tax incentives for imported and locally produced medical products, will provide strong support for our strategic rollout.

In terms of promotion, we plan to secure sponsorship through various channels to further expand market coverage and brand influence. We will actively approach pharmaceutical companies and medical device manufacturers to seek strategic partnerships, leveraging their distribution networks and resources for joint promotion to maximise market penetration. We also plan to collaborate with non-profit cancer research institutions and patient support groups to raise awareness and recognition of our products through public health events and educational seminars. On social media platforms like WeChat and Weibo, we will share patient success stories and educational articles to enhance public awareness and trust in our product. Additionally, partnerships with renowned medical experts and advertising in medical journals will help attract more investors and sponsors to support our initiatives.

Through these marketing, sales, and promotion strategies, we believe that our lozenges will achieve significant success in the market, not only bringing strong commercial returns to the company but also offering tangible help and hope to esophageal cancer patients. This is not just a business plan but a dedicated effort to improve patients' quality of life and drive medical progress. By establishing a strong foothold in China, our strategy will have a solid foundation for future international expansion.

Overall, through these detailed marketing, sales and promotion strategies, we believe that our lozenge will be able to achieve significant success in the market, not only bringing good commercial returns to the company, but also providing tangible help and hope to patients with esophageal cancer. This is not just a business plan, but a determined effort to improve the quality of life of our patients and drive medical progress!