Archive for the ‘Marketing consultant’ Category
Sacrificing the quality of their products to maintain prices
One of the industries is quite limited in differentiation are the counter drugs OTC (over-the-counter), since many “houses” that sell the same products in a single category, so if were to ask the dispatcher a pharmacy or pharmacist class average for any analgesic, this we recommend three options (from seven to more) followed by a brief question (note that it is common practice to self-medicate and the trend has increased more as the current economic difficulties.) election will be based primarily on price and then by the recommendation of the pharmacist. Then look at the brand (reputation), presentation and any promotion or reward which comes with the product being these mechanisms of differentiation. If you look at all their TV commercials all fall into the same conducive to a “flipping” eternal.
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Not far from this reality was the business in a pharmaceutical laboratory that have had many doctor visits (today) with a few, further accentuating the generalissimo job cuts in all areas. The lab consisted of a wide variety of formulas (copies-along with a competitive advantage withheld) that marketed their drugs in most pharmacies in your town with a respectable reputation. The previous administration had a system of manual inventory control, accounts receivable were fully, your credit policy are met efficiently, in general, the commercial area was working effectively. However, for more promotions that were made, floor activities and even more merchandise sales were not growing, rather, they began to decline in the last quarter of 2009 following this trend until 2010. By then, the owner of the laboratory would try to do the latter to seriously consider what to do with the business, this being the search for outside help, hiring a marketing consultant.
By analyzing in detail each area of the company, as a doctor in his practice a patient, the consultant could not find any process deficiencies that caused the decline in sales continued except (and most important) that the goods were not knowing sell good! After three months, trying to redefine the strategies shock tactics that made that world-class companies noticed the presence of a small giant competitor, all done under a tight budget to a minimum. To accomplish feat must have three key elements mental flexibility, powers of observation and a good implementation of a “consumer insight.” However, it is important to maintain a mindset that breaks paradigms being so innovative. That is, if everyone is selling the credit, what you’re forced to sell to credit?