Suggestions for marketing planning for a medical store : Case: MP Pharmacy
Pham, Xuan (2016)
Pham, Xuan
Lapin ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016121921013
https://urn.fi/URN:NBN:fi:amk-2016121921013
Tiivistelmä
This thesis study is aimed to give suggestions for marketing planning for MP Pharmacy promoting Super Collagen C+ by Neocell. This research answers questions, and the suggestions will be able to help the pharmacy meet their customer’s demands and expectations.
For the secondary data, a variety of theories, including marketing communication, service marketing, marketing mix and customer behaviour, were discussed to in order to build the theoretical framework for the thesis study. The primary data was collected by two research methods. The qualitative research was conducted as an interview with the representative of MP pharmacy on the one hand. On the other hand, the quantitative research was conducted as a survey at the selling point of MP pharmacy. The survey collected altogether 34 responses in two weeks. Deriving from the results of the survey, it can be seen that most of the customers of Super Collagen C+ were young and middle aged female living nearby the pharmacy. They trusted the quality of the product and would recommend the product to their families and friends. In addition, there were four main suggestions for marketing planning given in this thesis. The first suggestion was to improve the pharmacist-patient relationship. Thereby, MP Pharmacy should target the group of customers who are in need of Super Collagen C+. Using popular social networking sites such as Facebook and Instagram to attract the customers was the third suggestion. The final suggestion from this thesis was to be involved more in local and national healthcare campaigns.
All the suggestions put forward in this thesis work were planned for the current situation of the pharmacy. The thesis work does not contain any budget suggestion or financial information since this information is classified within the business. The pharmacy representative is to determine whether she will make use of the advertising activities proposed in the suggestions for marketing planning.
For the secondary data, a variety of theories, including marketing communication, service marketing, marketing mix and customer behaviour, were discussed to in order to build the theoretical framework for the thesis study. The primary data was collected by two research methods. The qualitative research was conducted as an interview with the representative of MP pharmacy on the one hand. On the other hand, the quantitative research was conducted as a survey at the selling point of MP pharmacy. The survey collected altogether 34 responses in two weeks. Deriving from the results of the survey, it can be seen that most of the customers of Super Collagen C+ were young and middle aged female living nearby the pharmacy. They trusted the quality of the product and would recommend the product to their families and friends. In addition, there were four main suggestions for marketing planning given in this thesis. The first suggestion was to improve the pharmacist-patient relationship. Thereby, MP Pharmacy should target the group of customers who are in need of Super Collagen C+. Using popular social networking sites such as Facebook and Instagram to attract the customers was the third suggestion. The final suggestion from this thesis was to be involved more in local and national healthcare campaigns.
All the suggestions put forward in this thesis work were planned for the current situation of the pharmacy. The thesis work does not contain any budget suggestion or financial information since this information is classified within the business. The pharmacy representative is to determine whether she will make use of the advertising activities proposed in the suggestions for marketing planning.