Increasing dietary supplement sales with communication plan in a network partner pharmacy

Szokolay Gergő (2023) Increasing dietary supplement sales with communication plan in a network partner pharmacy. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In my research I wish to examine the possibilities what a network partner pharmacy has in the field of communication. A precise communications plan can help the chosen pharmacy to achieve its target audience more effectively and persuade them to buy dietary supplements. The plan will target the customers of the Aranypajzs Pharmacy, which belong to the ‘Szimpatika’ network for several years now.Belonging to a community provides great opportunities but at the same time it has some limitations. As a Szimpatika partner, Aranypajzs Pharmacy must adopt the corporate policy and there is no place to act fully individually. This statement is true for all network partner pharmacies, whether they want it or not. The tendency shows that plenty of pharmacies are already joined or planning to join to networks and they are ready give up major or minor part of their independence in exchange for some help in the field of business strategy and communications. The management of the network is often undertaking other tasks which originally would be the pharmacist’s responsibility to fulfil. It may seem like a convenient solution which help the employees to focus on their primary task, but it has some disadvantages, and the most concerning one is that a collective communication is simply not capable of entirely covering the unique features of a single store unit. This is the niche what I intend to fill in with my research and to find out what are these specifics exactly, which would be useful to build into the own communication strategy. Based on the information I will get from the in-depth interview I will be able to create a communications plan which works in balance with the Szimpatika activity and pays attention on the Aranypajzs Pharmacy as an autonomous entity.I would like to prove that operating in the Szimpatika network with unified communication still give place to creativity and instead of melting in totally, there is a healthy balance which preserves the individuality of a network member pharmacy. It always better to stand on multiple legs and not one hundred percent rely on a partner, and it is a great practice whether the pharmacy once will be independent in the future, they will have their own experience in the field of communications plan.Every pharmacy has seasonal promotions, like at the beginning of autumn the dietary supplement product category is getting more attention. At this time of the year the number of illnesses getting higher, and people feel motivated to avoid it as effectively as possible. Taking dietary supplements creates an illusion that we are mitigate the chance of illness, and with a strong immune system we will be durable enough to fight with diseases that we are not entirely familiar with. The communication will take advantage on this urge what the people feel more intensively in the mid- late autumn period to promote the supplements more consciously to obtain the highest possible revenue.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	communication tools, communications plan, dietary supplements, network partner pharmacy, Szimpatika network
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 14:58
Utolsó módosítás:	2024. Feb. 20. 14:58

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