I WHAT, WHERE and WHY of pharmacies
WHAT Core business is Rx. Has licensed pharmacist.
Types of outlets: Self-Service
Types of outlets: Counter-Service
Types of outlets: Pharmacy-Kiosks
Types of outlets: Located Indoors (mall, holiday, airport)
Types of outlets: Chains
PHARMACIES Sell small number of not very expensive products
WHERE The biggest amount of pharmacies is in South-East Kazakhstan
# of pharmacies in the regions 250 + 100 + 250 + <10 0 500 + 100 + 500 + 250 + 500 + 1000 + Source: Min. Zdrav KZ
WHY Pharmacies stands for trust & quality in shoppers’ mind
Pharmacy is… §Trust (Reliability of products & Advice) §Convenient location §Specific/ Expert Assortment §Service & Helpful Staff §Aavailability of wide range in mass §Low Prices everyday
Main reason for shopping in pharmacy is CONVENIENCE The location of the store is convenient to me I am sure in the quality of products Staff advice and availability
What is not Driver to Pharmacy shoppers CHEAP PRICES/PROMOTIONS Pharmacy Shoppers understand (or not, sometimes) that the prices on non-pharmaceutical products are higher vs other channels and they are ready to pay extra for healthrelated products VARIETY OF FLAVORS/SCENTS/SIZES Shoppers are functionally driven when they choose products at Pharma. They are focused on health care benefits.
PHARMACY = MY-CLOSE-TO-HOMEPHARMACY
II SHOPPERS of pharmacies and their IN-STORE HABITS
SHOPPERS Generally are not used to buy FMCG products from pharmacies
For me pharmacy is… 18 -22 years life confidence white coat mask politeness control trust cleanliness sterility 23 -26 years pharmacy sign cross old man medicine mothers children food specific smell Source: Focus groups, KZ 11
For me pharmacy is… 27 -32 years Health Medicine Injections Doctor Aibolit Snake Cross Tinctures Source: Focus groups, KZ 11 33 -40 years Trust Cleanliness White Certificate Red cross Health
Average pharmacy shopper… ü Visits pharmacy 2 -3/months ü Goes to the store on purpose to buy specific products ü Goes to pharmacies for refill shopping - no stocking behavior ü Does not have a list for non-medicine items, even though some have a list for drugs ü Does impulse purchases Source: EE, AP, KZ Qualitative Learnings
IN-STORE HABITS Shopper build up channel habits at a particular, closest to their home pharmacy
Shoppers in-store habits… -Open to POSM -Expect simple assortment -Navigate easily -Build habits in it -Choose closest store Source: EE, AP, KZ Qualitative Learnings
Ask your pharmacist Shoppers tend to notice, when novelties are in the store. However they don’t ask on the new product, before they can find it in on shelf.
III PHARMACISTS and their MOTIVATIONS
PHARMACISTS There’re store owners… directors and managers… …however pharmacy assistant/pharmacist is the only one who interact with shoppers and make recommendation.
Average pharmacist is… LADY üIs a licensed specialist üEarn 260 -350 $ a month üWork in the store for a long period üAre not store-owners üAre not motivated by store owners (!) üGot used to our “ 5/10/15+smth” promos
Thank you all!