Of Chain Drug Stores no linkage.doc

 PAGE \* MERGEFORMAT 6 Of Chain Drug Stores ‘no linkage’ [Operational story] Wang Yi is healthy medicine in C city manager, two years ago has developed an OTC Group A products, the main effect is the treatment of gastrointestinal indigestion and diarrhea, sales regions concentrated in the East China market. As the input is limited, basically no advertising support, so slow progress. Last year, the company gradually expand sales regions, where C is the main objective of the new municipal markets. After nearly a year of market operation, Wang Yi to lead the team while working very hard to carry out end-promotional efforts, but the end of the year is still only completed 65% of the sales targets. What is the reason for this failure of the sales situation, sales target due to lack of scientific basis for the set too high, or the headquarters to promote the city of less than C, is not positioning or other deeper reasons? Wang Yi managers frown A look at the main terminal last year, the flow of products alone. B drugstore chain of stores with more than 200 the number of ranked C City, the first pharmaceutical retail market, but also to promote the work of the terminal last year, A product of the main cooperation partners, co-marketing costs are also high, accounting for 60% of the total cost, but the sales C but only 45% of total sales city. The total flow from a single year can be clearly seen that there are at least more than 30 stores throughout the year is only one time purchase, purchase more than 30 stores throughout the year is only two times, ie B chain drugstore about 25% of the stores A product is valid for the terminal; a deeper level of analysis can be seen, 60% (total cost) * 30% (invalid terminal) = 18% (cost ineffective use), B chain pharmacies to use an invalid terminal in additional profits, but the A products in the C city marketing and promotion expenses were a waste of 18%. From another of a commercial flow sheet can be found at the railway stat