Then, somehow - buying loyalty. One
tools such impact on the consumer is the merchandising - a complex
events held in the trading hall pharmacies and to increase the sales of goods
pharmaceutical range. On implementation of merchandising techniques into practice
dasgstores says Assoc. Department EFE
Russian Peoples' Friendship University Valeria V. DOROFEEVA.
Aims merchandising for each link of the distribution network have their
features. For the manufacturer of pharmaceutical products (once a reservation, it
in this case concerns only non-prescription dasgs) for the implementation of merchandising programs
main objective in the short term is
increased sales of own brands, andmorelong-term goals -
formation of loyalty to their own brands. To do this, the manufacturer must
:
to continuously collect and analyze information about customer needs,
intensity of demand for their own goods and goods of competitors;
provide additional services to retail pharmacy organizations (
information about new products , the properties and benefits of their brands;
advice on features of the calculations, the delivery of goods, advertising support
, etc.);
hold special promotions to stimulate sales of their own products on
point of sale (distribution sample sale at a discount, etc.) and determine their
economic efficiency.
Solving these problems will fix in the minds of buyers distinctive features
trademark of the manufacturer, to form a commitment to them,
draw attention precisely to the goods of this brand, stimulate
unplanned purchases.
main purpose of retail merchandising executives in the organization is,
firstly, an increase in sales - as a separate heading and
whole range of pharmacy in general, and secondly, creating a positive image and
strengthening the commitment of consumers to the pharmacy of the organization. In this
pharmacy has the following tasks:
an optimal range, taking into account the presence of several suppliers
one type of product, but different brands;
formation of a particular atmosphere of a trading hall;
competent placement of commercial equipment and organization of the calculations on it;
ongoing training and professional skills
work farmpersonala;
organization of special events at points of sale (case stands,
outreach, etc.).
The differences to the manufacturer and the pharmacy organization can lead to
substantial friction between them during the formation of merchandising programs. In this case,
great richness of modern pharmaceutical market counterparts and synonyms
negative result from such "cooperation" ismoredangerous for the manufacturer.
Activities to the effective management of consumer behavior at
point of sale can only be realized through joint efforts
manufacturer and retail level.
At the heart of merchandising are the psychological and physiological features
consumer behavior in the field of sales. One method of determining
features of consumer behavior is inactive monitoring
behavior of buyers who are on the trading floor pharmacy and registration
placing pharmacy departments, commercial equipment, calculations of products and promotional materials
at point of sale. At the initial stage to identify targeted
consumer groups (based on socio-demographic, behavioral and other
principles). Such segmentation allows customers to conductmoretargeted
positioning of assortment of products chemist.
In addition, the behavior of buyers on the point of sale is formed and through
some external factors (the general atmosphere of a trading hall pharmacy,
sequence accommodate parts and equipment, location, product assortment
pharmaceutical, advertising and informational support). Must
remember that these factors are only detonators of conduct and not the inevitable
determinants of choice. Their common goal - to increase the visibility and attractiveness
of a product and thus increase the likelihood of purchase.
consistent influence on consumer behavior of these factors will
both producers and pharmacy to attract additional attention to the different
assortment positions and increase the likelihood of their purchase.
few words about the atmosphere of a trading hall. It is formed following
components:
coverage (applies not only to general lighting, but also a different light
effects, which are used to identify goods and to hide
some design flaws in the sales area);
color scheme (a combination of warm and cool tones).
certain atmosphere can create a musical accompaniment, the presence of
or any other flavor on the trading floor, homogeneous and aggressive fields (for example,
bare walls, bars on windows), the optimal temperature, ventilation and
etc. Using these different sensory stimulation, we can distinguish individual
goods (or group of products) and thus affect the likelihood of their purchase.
Another factor which affects consumer behavior and
causes formation of streams of buyers - a sequence
accommodation units and equipment in the pharmacy. To determine the effectiveness of using
trade area by using some of the indicators are widely used in
retail. This, in particular, the coefficient of the mounting
area (PSC), which provides a measure of congestion Showroom
equipment, the tension flows and free movement of customers,
bandwidth trading floor pharmacy. Thus, evaluation
use of the area under the equipment and the display of goods showed that for
most studied pharmacy PMC averages 0.11; a display of goods
used about 40% of floor space with a predominance of open-to
Ferris equipment. This information is important for the organization
additional points of sale (freestanding display cases, case stands and
etc.). A new point of sale may be either independent or dependent
(separate shelf in the department). To the producer by far themoreprofitable
independent showcase, because here he can move goods in
accordance with their corporate standards. When dependent POS
do it harder. Should not be given to the deployment of additional selling points
at the mercy of medical representatives and merchandisers, as their main objective
- to maximize sales of their products is what can be included in
contradiction with complex problems solved pharmacy.
next factor influencing the behavior of consumers at the point of sale - accommodation
range of pharmaceutical products in the sales area. Unsystematic layout, availability
small price tag has a negative impact on the consumer's decision to purchase
in the pharmacy. Sometimes it ends up that the buyer
categorically refuses to visit some specific pharmacy. When
display of goods must be borne in mind that eye contact with the buyer
certain parts of the display rather constant and depends on its direction of motion and height
equipment. So, if you use vertical windows
main areas of attention are the shelves, placed at eye level and waist,
and the highest sales volume accounted for the extreme positions of the equipment, if the length
shelves nomorethan 1 m, and the central part of - at a length of up to 2 m.
main factor affecting the calculation is the amount of sales of any
product line: the higher it is, the larger area is preferable to give
to include this group. In particular, the "best" places (at the box office, right
on a course of customers at eye level) is appropriate to have
most profitable product lines positions that are in steady demand and
give basic earnings. Cheap tradeables, analgin, tsitramon may
take less priority, since most of them bought out
depending on the calculations. When using this principle manifests itself several
contradictions between the manufacturers and pharmacies. Medical Representative (merchandiser)
seeks to persuade the manager to give him the opportunity to put all their product lines
position, but it's sometimes unprofitable for that particular pharmacy. As a result
a loss can be both sides, if the best place was granted
goods that were unpromising.
Second, fairly common principle of positioning products:
vendors placed its entire range on one ormore
nearby shelves, forming a so-called corporate units. Then
buyer is able to perceive the different products as the products of a single trading
brand or product line of one manufacturer. Certainly, in some commodity groups
computation blocks of traditional brand (for example, the calculation
skin care products, hygiene products, etc.). Sometimes the question is whether the group
products in the corporate unit, a better deal with the pharmacy. When placing blocks
producer is interested to build them so that the "strong"
mark located on the edges and side by side with "strong" trademarks competitors
(the principle of borrowing in popularity).
For pharmacies, themoreimportant aspect - Distribute the accents in the form of "strong"
brands so that they were fairly uniform. Next
principle - the informative block. All preparations formed blocks,
must be marked with visible plate Categorization based
which should be based on either symptoms or nosology (fever,
painkillers, etc.). Inscriptions such as "hepatoprotectors" can be
consumers simply do not understand. Number of units on the equipment should also be limited
- from 3 to 13 depending on size of equipment. The next principle,
used for placement and display of goods - in terms of duplication,
permitting area calculations. For example, enjoying fairly high demand
non-narcotic analgesics, paracetamol derivatives can be placed in groups
antipyretics, analgesics, and dasgs used in
colds. The most popular homeopathic remedies can
duplicate in a group of homeopathy, and specific nosologic category.
Finally, advertising and informational support. And manufacturers, and pharmacy
wondering what means of advertising and principles of its location are most effective.
There should remember the following. Number of promotional material to
limit - nomorethan 5% of all goods sold in the pharmacy. In addition,
trading floor should not be advertising dull and absent in the sale of goods
. Promotional materials must be constantly updated (every 2-3 weeks):
long time on the same site, they become "invisible" for
consumer. The analysis shows that, despite the wide variety of promotional materials
placed in the field of sales, the main ones are stickers and
plates. At the same time every second pharmacy advertised product is not in
sale.
These features can be claimed as a pharmacy organizations, as well
and manufacturing companies to identify areas of maximum sales, the formation of strong demand and
sales promotion products chemist range.
ready-made recipes in this case does not exist, but there are a number of "tips",
that can help in solving the problems of merchandising.

article was published in
Pharmaceutical Bulletin