Marketing Strategies for Retail Pharmacist
Epigraph
- ” Strategy is the art or science of knowing how to identify and employ available means to an end, despite the obstacles they oppose and / or known antagonisms. ”
Sun Tzu
ABSTRACT
This project determines to identify the commercial strategies of Pharmaceutical companies. Analyzed by economic, political and ideological. With various retail marketing and promotion strategies for sales, performing with advertisements to attract new customers and retain loyal consumers, however, it is important to note that the retail pharmacist is related to the prevention, cure and rehabilitation of health. However discusses forms of disclosure relating to health and medicine to people with new directions for promotional practices in the market, with opportunities in the media. Understands that the pharmaceutical industry in marketing and advertising should be direct and personal, and sales should be harmonized so that their role is fulfilled in creating a distinctive image with the company in the consumer’s mind, do not expose the misleading advertisements that end up hurt and population and denigrate the retail consumer.
Keywords: Strategies. Marketing . Promotion. Retail. Pharmacist.
INTRODUCTION
In the market, companies seek information to better understand consumers to serve them with excellence and satisfaction. The product passes through various stages until reaching the final consumer.
The agent that performs the process for distribution of products is known as a retailer, keeping the product in inventory, with varieties of products to offer consumers. So with the implementations of the sales price and collect the information about the market. Thus, the subject of retail marketing accused not so much a market operated by non-use functions for marketing , to highlight the importance and value your business and your customers. The Retail Pharmacist is a business that needs a lot of performance of its employees, where the consumer needs of confidence and security, so there is customer loyalty.
The work is the justification that the matter through analysis of information behaviors of customers, the retail pharmacist. Knowing the habits and purchases of medicines and other products, indicating the strategies of marketing more effectively to meet the consumer in the pharmaceutical industry. However, the pharmaceutical retail theme highlighted by the characteristics of the importance of health for the population and little labor market to cover, knowing that there is a need for the use of drugs.
The first chapter highlights what is retail and his activities in selling products direct to end users. Thus, it is their retail marketing strategies to take the relevance of their strengths and weaknesses, seeking information and always be prepared for the threats that may appear.
The second chapter is the customer loyalty and describes the willingness of consumers to have the loyalty that the company uses the goods and services over a long period.
In the third chapter informs the behavior of the pharmaceutical trade, the implementation of strategies for marketing through new technologies that arise and highlights better quality and safety services.
In the final conclusions in the use of the m arketing and distribution of industrial laboratories. However, as highlighted by the misleading advertisements that hurt sales in the retail pharmacy and also who makes the use of drugs.
II Definition of Retail
Retailing is the sale of products or marketing services in small quantities. It is the direct sales to final consumers.
- “Retailing includes all activities related to the sale of products or services directly to final consumers for personal use and not commercial. A retailer or a retail store is any business enterprise whose revenue comes primarily from the sale of small lots at retail . ” (Kotler, 2000, p. 105)
For Kotler (2000) in an organization, sales to final consumers may be performed by a manufacturer wholesaler or retailer, no matter how or where they are sold and this is characteristic of this process that included retail. The retailer stands an intermediary relationship with the consumer and the producer. Based on analysis of the search for information, making the operations of purchasing, receiving and storing goods producers or even the wholesalers with the acquisition of the performance desired and satisfactory final consumer. To highlight that there are two ways Retail: Retail store with and without a store.
The retail store is that trade with more common, we give some examples such as supermarkets, bakeries, shops and cutting-edge inventory and more.
- “The department store is characterized by a store with wide variety and deep assortment and good level of customer service. An example is the shopping center to attract consumers who value comfort, safety, quality, famous brands and greater variety of options in specialty stores. The variety stores are those that offer a wide variety of products and limited services and low prices. They sell similar products that could be found in department stores, but usually are not brands, or brands of self-standard of quality and service system is self service. ” (Kotler, 2000, p. 129)
Now without the retail store are those that form of sale where contact with vendors occur outside the store, taking as examples the vending machines (soda and snacks), direct mail, telemarketing , online marketing – online and other .
- “The tele-sales it is a channel used to carry out pre and post sale. It is made ??to schedule the visit to the customer satisfaction survey and customer loyalty to the service provided. Some examples are companies card credit, insurance, publishing and health plans. ” (Kotler, 2000, p. 130 )
Therefore the activities of retail trade are important in order to generate a large amount and quality of jobs in the country.
I. II Retail Marketing Strategy
Parente (2000) reports the retail market in a strategic planning begins with the concept of the overall mission, goals and objectives with the organization, analyze the internal environment of the company’s strengths and weaknesses, and the external environment to identify threats and seek information to opportunities. According to the author highlights the following quote:
- “Companies should define their mission and fulfill it even if not explicitly or clearly conscious. You could say that the mission is the purpose of the company, its business, the central reason for its existence, its usefulness is in the middle. ” (Parente, 2000, p 16.)
Regarding the strategy of M ark and ti n g Retail for Parente (2000) analyzes the mission where the organization has the desire to operate and plan to highlight their responsibilities that people are involved and interacted within the organization. The organization with a certain time, should develop other ways to change or redefine the missions of the changes in market and competition.
- ” The company should monitor macro environmental forces (economic demographic technological, political-legal and socio-cultural) and micro environmental forces (customers, competitors, distributors and suppliers ). opportunities correspond to market possibilities in which the company may have profitable results. May be in new lines of products, new market segments or strategic changes have also aimed at overcoming its competitor. These opportunities should be compatible with the mission and resources of the company ” . (Kotler, 2000, p. 132)
The future performance of an organization is related through threats, to develop plans in order to prevent and deal with threats, where a decision-making process has to face new challenges. A business is to know the opportunities that may please another and have the ability and get the good out of them. Ideally, the preparation method to monitor and analyze the strengths and weaknesses internal, always a given period. Thus, this method of control is necessary for the organization results highlight you wish to target.
Retailers always want to set goals high, and it is very important for them to have a position of distinct advantage in the market, this direction aims achieved.
II. CONSUMER LOYALTY
II. I Consumer Loyalty
These are people faithful to their product , brand even service . Buy at a store almost every day to notify the organization that person is faithful and he is pleased with the quality of service and the price is even accessible.
- “A loyal customer can represent for a company, a source of income for many years. It will continue only while the customer feel you are getting better value than what could be achieved by switching to another supplier. If the contractor does something to disappoint the customer or a competitor start offering significantly better value, there is the risk of customer defection. The author popularized the term zero defections, which defines how the maintenance of all customers that the company can profitably serve (but there are always some customers who are not worth it “) . (Gordon, 1998, p 13.)
As reported in the above quote, to Gordon (1998) the word loyalty has been customary to characterize the wishes of the client, a long-term exclusive relationship with the organization, buying and consuming the goods or services.
For the organization must be in the market value the customer first, and this involvement can accomplish and acquire concrete and positive results.
III. PHARMACEUTICAL MARKET
III. I Retail Pharmacist
The importance of economic activity in retail quantities by this process has been gaining in forms of revenue, number of employees and consumers served.
The national retail pharmacist spends each day for processing at speeds faster compared the changes of the past. However, independent pharmacies have a socially critical, because where she’s being located in more distant neighborhoods. As the quote below:
- “It is essential that the independent retailers to modernize not only from the point of view of business management, but above all, provided with means to improve their purchasing power and hence the profitability and competitiveness. Importantly, the modernization of retail alone will not suffice, especially to improve the profitability of the sector, because the biggest problem lies in the outdated model, where the oligopoly Distributors dictates the rules of time, and especially the credit discounts granted to pharmacies always the highest priority to the detriment of minors ” . (Pharmacist Posted by Daniel at 9/16/2009 07:10:00 AM ), available at: http://eliiasdaniel.blogspot.com/2009/09/o-varejo-farmaceutico.html
Pharmacy chains offer products on their shelves, exposing the true high quality merchandise possible, thus highlighting the items and skin care products perfume and hygiene, among other domestic and imported. With these high quality products, they also offer varieties, since through research the information you seek diversity of consumer reports, presenting the characteristics by the use of the product and customer needs. Because competitions increased many networks are not stuck in between desirable and is an attractive sales channel consumers. Surveys, some networks such as the pharmaceutical Drogal covers an investment aimed at expansion, deploying its own products under their own brands. The pharmaceutical industry may suffer great risks of changes in a very dynamic process of consolidation, the same way as occurs in some years with pharmaceutical companies, as well has not yet been considered, although it is inevitable over the medium and long term.
III. II Retail Pharma Marketing c � utico
The marketi ng is a great tool for planning and executing the conception, promotion and distribution of ideas for an organization. Today’s organizations need to urgently rethink strategies for marketing within the company that determine, for the actions must always be within their markets. Strengthen a current position is to be continued, particularly please the customers with the determination as a distinct organization to reach new attitudes.
Developing partnerships with the market produces healthy products with high technology, innovation and visibility offers better performance over the long term. However, the internet has a process to improve as sales of these products, especially the search of information for our needs. Today, the number of similar drugs let the customer choose the best option, most often the most pleasing and at the best price and sometimes benefits it offers the quality of life.
So with this diversity of medications such as generic, similar and even handled the labs, go to please consumers, this market has brought many changes in marketing most of the attacking companies. This analysis generates many references to the production of the product only with the approval of the Ministry of Health, ensuring conformity within the level and quality of medicines with their innovations. The warranty is powerful boost the value and credibility to the company.
CONCLUSIONS
As pharmacies use After verifying the principles of m arketing and advertising to make the sales of medicines. With major investments in marketing , advertising and disclosure by the laboratories of the pharmaceutical industry, which highlights the work is the marketing communications program, with information on strategies to convey processes with technology to update prescribers with the preparation of medical visits to show and inform new embedded cycles, constantly highlighted the quality and product safety.
For the pharmaceutical marketing retail is a personalized service, visandoa enhancing the quality of life, aims to offer to the doctors, their patients eapopula��o. Tendocomopar�metroo C�digode Ethics, Pharmacy, asdeterminadapelo Minist�riodaSa�de, ANVISA and finally the most important is the code of ethics that stands for quality, safety, reliability and viability of our products and the concern of being always being updated with the very best and most modern on the market. The customer determines for us the paths to be traveled, so to hear them and know their expectations is always the most important.The pharmacy is fully aware of the importance of their role in society, and esfor�apara that their goals are met with determination, inova��oe profundorespeitoaos customers.
But the work presented was so determined to indicate some processes marketing at retail, reflecting the greater protection for the health of the client. Through various surveys are incorporated into the most important tools for the pharmaceutical retail industry, with the completion of a marketing well-defined and well planned so that no damage will not occur, such as misleading advertising, which harms society and lower retail sales pharmacist. Therefore, when developing with great structure, with investments of new ideas, new products and getting great importance to the success and also for recovery of the pharmaceutical retail market.
BIBLIOGRAPHY
Kotler. Philip. Marketing management: editing the new millennium. 10th. and d. New York: Prentice Hall, 2000.
Parente, Juracy. Retail in Brazil: Management and Strategy . Master MBA from Cornell University, University of London, 2000.
Gordon, Ian. Relationship Marketing – Strategies, Techniques and Technologies to Win Customers and Keep Them Forever. London: Futura, 1998.
DANIEL, Fernando Elias . The retail pharmacist , S�o Paulo, 16 September 2009 Accessed May 20, 2010. Available at:<http://eliiasdaniel.blogspot.com/2009/09/o-varejo-farmaceutico.html >