age | 1 CreaLed 8y Sadaf Masood Ahmed Submitted to:Dr.Iauzia Hasan Subject:Pharmaceutical Management and Marketing PH1-704 Submitted by: Sadaf Masood Ahmed Roll no.: LP-07S0068 Class: Sthproff. 2nd semester Date: 29th Nov, 20JJ age | 2 CreaLed 8y Sadaf Masood Ahmed Acknowledgment IwouldliketothankAlmightyALLAH for this life and the opportunities He gave us.1hankstoUniversityofKarachi, facultyofPharmacy forpolishingusfrom stonestoGems.Iwouldliketothankmy teacherDr.IauziaHasanforbeingso nicetousandguidedusateverystep becauseofwhichIwasabletocomplete this Assignment.

age | 3 CreaLed 8y Sadaf Masood Ahmed Pharmacy Layout Design age | 4 CreaLed 8y Sadaf Masood Ahmed Objective of layout design Areas that our pharmacy consultants ocus on include: Adise on starting a pharmacy business Attorney selection Budget reiew Pharmacy business plan reiew and assistance Pharmacy business structure design Cash low analysis Competitor analysis Disaster preention planning Lmployee training and deelopment lacility planning Goal deelopment Idea deelopment and ealuation Location selection Logistics planning Marketing plans Policy & procedure deelopment Process design Regulatory compliance Risk assessment Pharmacy staing requirements and modeling 1echnology ealuation Vendor selection and relations PHARMACY DLSIGN, LAYOU1, AND MLRCHANDISING Mostconsumerpurchasesinpharmaciesarenotplannederyarinadance. Pharmacymanagersusepharmacydesign,layoutoixtures,andmerchandisingo productstoaectthepurchasingbehaiorsotheircustomers.Studieshaeshown that more than 80 percent o all purchases are made by people who less than a week beoretheirpurchaseswerenotplanningtobuytheseparticularitems,Lisenpreis, 1983,.1heprimaryreasonswhyconsumersmakeunplannedpurchasesare emergencies,runningoutoaneededitem,,latentbuyinginterestsbroughtonbya age | 3 CreaLed 8y Sadaf Masood Ahmed goodpriceoranewproduct,andimpulsepurchases,buyingonawhimtotry somethingnewordierent,.Animportantcontributiontosalessuccessisthestore designandlayoutomerchandise.Gettingmedicalequipment,bloodglucose monitors,ornaturalproducts,.1hesedepartmentsotenareplacednearthe prescriptiondepartmentortheconenienceoboththepatientandthe pharmacist. 1heAmericanswithDisabilitiesAct,ADA,o1990hasaectedalmostall businesses, including pharmacies. 1his ederal mandate prohibits discrimination based onanyormodisability.1ocomplywiththeADA,pharmaciesmayberequiredto adjustcounterheights,aislewidths,telephoneequipment,doorways,andalmostany otherphysicalaspectotheiroperations.1heactallowsorreasonablenessin designingstoreswithoutunduehardshipondailyoperations.1hedesigngoalisto haeastorethatoersequalaccesstoallproductsandsericesorallcustomers ,Laskoski, 1992,. 1he leath Insurance Portability and Accountability Act ,lIPPA, is a ederal mandate designedtoprotecttheconidentialityopatientinormation.lIPPAconsiderations inthedesignandlayoutoapharmacyaretoensurethatdisclosureoprotected healthinormationisminimized.Pharmacymanagersaretomakereasonableeorts toprotectthepriacyotheirpatients.Someotheeortsmadebypharmacy managersincludeinstallationoapartitionextendingtheheightothepharmacy counter, redesigned storage areas or prescriptions that are waiting to be picked up by customers,designatedstagingareasorpatientswaitingtobeseredbypharmacy sta,andpriatepatientconsultationareas.Internalandexternalenironmental actorsplayamajorroleinthedesignandlayoutoapharmacy.1heage,race,sex, andincomeleelsoconsumersareimportantcharacteristicsthatshouldbe addressed. Addressing the needs o a predominant ethnic or age group is beneicial in attracting these potential patrons to a pharmacy. lor example,elderly people may be morelikelytopatronizeapharmacythathasalargesectionodurablemedical equipment. Designing the exterior o a pharmacy is just as important as design and layout o the interior.\hendesigningtheexterioroapharmacy,onemustconsiderlegal requirements,localcodesorordinancesthatgoernmaterials,thenumberandsizes owindows,externalsignage,andthenumberandplacementodoorways.1he exteriordesignoapharmacymayneedtocomplementotherstoresinashopping center.Manyshoppingcentersplacerestrictionsontheexteriordesignsotheir stores.Pharmaciescommonlywilltrytoadddeiningeatures,e.g.,signageand lighting,thatallowtheirstorestoberecognizedeasily.1heplacementoentrances andexitstotheshoppingcenteriskeytotheeaseogettingtothepharmacy.1he traic patterns and placement o traic signals on the roads adjacent to the shopping center aect the conenience o shopping in the pharmacy. Pharmacy managers oten negotiate with local oicials to hae traic signals at or near the entrance and exit o the center. age | 6 CreaLed 8y Sadaf Masood Ahmed 1he traic pattern o a shopping center will inluence the placement o entrances and exitsothepharmacy.Pharmacymanagerswishtomaximizethenumberopatrons that ind their store once they are in the shopping center. Pharmacies oten desire to be located next to a grocery store or other high-traic stores to attract cross-shoppers. Pharmacy Layout Apharmacy`slayoutcontainsnumerouscues,messages,andsuggestionsthat communicatetoshoppers.Apharmacymanager`sgoalistocreateamoodthat welcomescustomertraic,increasestimespentbrowsing,yetnotwastingtime searchingorneededitems,,encouragescustomerstomakemorepurchasesthan originally planned, and inites them to return to the pharmacy in the uture. 1helayoutorarrangementoin-storeixturesshouldbedesignedtomoepatrons aroundthepharmacytoobtaintheitemstheyneedordesire.Ideally,customers shouldisitasmanyareasothepharmacyaspossibletoincreasetheprobabilityo impulsepurchases.Pharmacylayoutshouldcapitalizeonthestrengthsothe prescriptiondepartmentandpharmacistbecausetheyarewhatmakepharmacies uniqueromotherretailoutlets.Pharmacylayoutshouldhaetheprescription department ery prominent andisible topatrons in any part o thestore ,lig. 23-1,. Ideally,consumersshouldtraelpastaarietyomerchandiseontheirwaytothe prescriptiondepartment.1hisexplainswhymanyprescriptiondepartmentsare locatedintherearoapharmacy.\hilethislayoutispopularwithpharmacy managers, it is not always popular with consumers. lor example, some elderly patrons may ind it diicult to walk through the entire store to get to the prescription counter. 1heymaychoosetousethedrie-throughwindoworrequentapharmacythathas the prescription counter in the ront o the store. 1he demographics o the population thatshopsthepharmacywillbeeryinluentialtothedesignoapharmacyand prescriptioncounter,\alker,1996,.Gaedekeand1ootelian,1993,discussedtwo types o store layouts: grid and ree low. In a grid layout, all the counters and ixtures areatrightanglestooneanother.Merchandiseisdisplayedinstraight,parallellines, encouraging maximum trael time in the aisles and maximum product exposure. 1he ree-lowlayoutgroupsmerchandiseandixturesintopatternsthatalloworan unstructuredlowocustomers.Manyotheixturesareirregularlyshapedcircles, arches,andtriangles.1hisdesignisusedoteningitandspecialtystores,mostly encouragingbrowsingandimpulsebuying.Gridlayoutsaremorecommonin communitypharmaciesthanree-lowlayouts.Aislesaresetinstraight-linegrid arrangements with key departments or serice areas located to encourage shoppers to isittheourcornersothestore.Departmentsarearrangedtoplacehigh-demand itemsintherearothestore,promotingtraicpastlower-demandand impulsepurchase items. In grid layouts, the prescription department oten is located in age | 7 CreaLed 8y Sadaf Masood Ahmed thebackothestore,adjacenttohigh-demandoer-the-counter,O1C,itemsmand otheritemsthatmaysellbetteriaccompaniedbyarecommendationroma pharmacist,e.g.,durablemedicalequipmentornaturalproducts,.Department placement is done with the intent to entice customers to purchase more than they had intendedoriginally.Somelocationsinapharmacytendtoattractmoretraic.ligh-traicareasareagoodplacetogenerateadditionalsaleswithplacementonew product displays or impulse items. In pharmacies, placement o impulse items near or ontheprescriptioncountermayincreasesalesotheseitemsowingtotheincreased traicinthatareaothestore.Inalmostanyretailbusiness,theriskotheto merchandise,bothbyshoppersandbyemployees,isalwayspresent.Pharmacy managers can use store design and layout to minimize losses rom thet. lighcost and other items that may be liable to thetgenerally are placed in open areas where store personnel can obsere both the items and shoppers easily. Pharmacies are increasingly usinglockedcabinetstostoreitemsthatareliabletothet,e.g.,smoking-cessation productsandweight-controlproducts,.Moststatesalsohaeenactedlawsthat requireproductscontainingpsuedoepherinebekeptbehindthepharmacycounter despitetheactthatittechnicallyhasO1Cdrugstatus.1hishasbeendoneto decreasethethetandinappropriateuseopsuedoepherine,particularlyinthe production o methamphetamine. Lorts should be taken not to place high-cost and high-thet items in corners ,which are more diicult or personnel to see, or near exits ,whereitwouldbeeasierorshopperstostealanitemleaewithoutbeingnoticed,. Many pharmacies use store security personnel, ideo sureillance equipment, one-way mirrors,andeensensorsembeddedinproductstodetectandpreentlosseso merchandise. age | 8 CreaLed 8y Sadaf Masood Ahmed 1ypes of community pharmacies Community pharmacy practice O lilling o prescription medications based on physicians` orders O Compounding o prescription medications O Oer-the-counter medications O utritional supplements O Oering and Ftting durable medical equipment O Inormation about prescriptions medications O Inormation about O1C medications O Inormation about nutritional supplementation O lealth and beauty aids O Greeting cards O Disease-state management O Prospectie drug utilization reiew O Counseling on prescription drug use O Adjudication o claims with third-party payers O Proision o medications to nursing home residents O Special conenience packaging ,e.g., bubble packs, O Screening or drug interactions Institutional pharmacy practice O lilling o prescription medications based on physicians` orders O Compounding o prescription medications O Preparation o intraenous medications and solutions O Deliery o medications to noors O Oersight and inentory o controlled substances O Collection o orders rom hospital noors O Drug eent monitoring O lormulary management age | 9 CreaLed 8y Sadaf Masood Ahmed O 1herapeutic interchange O Prescription medication counseling O Medication use ealuation O lilling o prescription medication carts O Drug inormation to physicians and other health care proiders O 1otal parenteral and enteral nutrition O Stocking o emergency crash carts O Pharmacokinetic dosing O Clinical drug trials Consumer Goods Consumer goods arealternatelycalled inalgoods,andthesecondtermmakesmore sense in understanding the concept. Lssentially, consumer goods are things purchased by aerage customers, and will be consumed or used right away. 1his is in contrast to othertypeso goodscalled intermediategoods.Intermediate goods areproducts produced or things sold that will be used in the making o something else by another manuacturer or an assembler. lor instance, abric produced rom cotton might be an intermediategood.1heclothingmaderomtheabricwouldbe consumer goods, since it has reached its inal destination: the consumer. 1heissueo consumer goods ismostimportantinassessmentoGrossDomestic Product,GDP,,basicallyayearlymeasurementowhatispurchased,consumed,, made,inested,andwhatisspentbythegoernment.Lconomicanalystscanparse outthedierenttypeso goodsthatareincludedin theGDP,andlookathoweach areaisperorming.Soorinstance,adeclineinthesaleo consumer goods would indicatepeoplearen`tspendingasmuchonmostconsumer items,whichcaninclude on ood, automobiles, clothing, electronics, and a host o other things. 1ypes of Consumer Purchase Decisions Consumersareacedwithpurchasedecisionsnearlyeeryday.Butnotalldecisions are treated thesame. Some decisions are more complex than others and thusrequire moreeortbytheconsumer.Otherdecisionsareairlyroutineandrequirelittle eort. In general, consumers ace our types o purchase decisions: age | 10 CreaLed 8y Sadaf Masood Ahmed O Minor ew Purchase - these purchases represent something new to a consumer butinthecustomer`smindisnotaeryimportant purchaseintermsoneed, money or other reason ,e.g., status within a group,. O MinorRe-Purchase -thesearethemostroutineoallpurchasesandotenthe consumerreturnstopurchasethesameproductwithoutgiingmuchthought to other product options ,i.e., consumer is brand loyalty,. O MajorewPurchase -thesepurchasesarethemostdiicultoallpurchases becausetheproductbeingpurchasedisimportanttotheconsumerbutthe consumerhaslittleornopreiousexperiencemakingthesedecisions.1he consumer`slackoconidenceinmakingthistypeodecisionoten,butnot always,requirestheconsumertoengageinanextensiedecision-making process.. O MajorRe-Purchase -thesepurchasedecisionsarealsoimportanttothe consumer but the consumer eels conident in making these decisions since they hae preious experience purchasing the product. age | 11 CreaLed 8y Sadaf Masood Ahmed

Sales Management age | 12 CreaLed 8y Sadaf Masood Ahmed Sales management is a business discipline which is ocused on the practical application o sales techniques and the management o a irm's sales operations. It is an important businessunctionas netsales throughthesaleo products and sericess and resulting proit driemostcommercialbusiness.1hesearealsotypicallythegoals and perormanceindicators osalesmanagement.Salesmanager isthetypicaltitleo someonewhoseroleissalesmanagement.1heroletypicallyinolessales planning, humanresources, talentdeelopment, leadership andcontroloresources such as organisational assets. Defining Personnel Management 1herearemanydeinitionsopersonnelmanagement,butallbasicallysaythatitis: attractinganddeelopingcompetentemployeesandcreatingtheorganizational conditions which result in their ull utilization and encourages them to put orth their best eorts. 1womajorpointsaboutpersonnelmanagementareimpliedinthisdeinition.lirst, eectiepersonnelmanagementmustbeutureoriented.Supportororganizational objectiesnowandortheoreseeableuturemustbeproidedthroughasteady supply o competent and capable employees. Second, eectie personnel management isactionoriented.1heemphasismustbeplacedonsolutionoemploymentissues andproblemstosupportorganizationalobjectiesandacilitateemployee deelopment and satisactionPLRSONAL SLLLING AccordingtotheU.S.DepartmentoLabor`sBureauoLaborStatistics,people workinginsalesnumbercloseto12million,orabout10percentothetotal workorceintheUnitedStates.Personalsellingiscriticaltothesaleomanygoods andserices,especiallymajorcommercialandindustrialproductsandconsumer durables, and can be deFned as: Direct communications between paid representaties andprospectsthatleadtotransactions,customersatisaction,accountdeelopment, and proFtable relationships. 1herelationshipsbetweensellingandotherelementsothemarketingmixare highlightedinMarketingprogramsaredesignedaroundourelementsothe marketingmix:productstobesold,pricing,promotion,anddistributionchannels. age | 13 CreaLed 8y Sadaf Masood Ahmed 1he promotion component includes adertising, public relations, personal selling, and salespromotion,point-o-purchasedisplays,coupons,andsweepstakes,.otethat adertisingandsalespromotionsarenonpersonalcommunications,whereas salespeopletalkdirectlytocustomers.1hus,whereadertisingandsalespromotion pull` merchandise through the channel, personal selling proides the push` needed togetorderssigned.\ithpublicrelations,themessageisperceiedascomingrom themediaratherthandirectlyromtheorganization.Personalsellinginolestwo-waycommunicationwithprospectsandcustomersthatallowsthesalespersonto addressthespecialneedsothecustomer.Itisotenthejoboasalespersonto uncoerthespecialneedsothecustomer.\hencustomershaequestionsor concerns,thesalespersonistheretoproideappropriateexplanations.lurthermore, personalsellingcanbedirectedtoqualiFedprospects,whereasagreatdealo adertisingandsalespromotionsarewastedbecausemanypeopleintheaudience haenouseortheproduct.Perhapsthemostimportantadantageopersonal sellingisthatitisconsiderablymoreeectiethanadertising,publicrelations,and salespromotioninidentiyingopportunitiestocreatealueorthecustomerand gainingcustomercommitment.1hepersonresponsibleormanagementotheFeld salesoperationisthesalesmanager.leorshemaybeaFrst-linemanager,directly responsible or the day-to-day managemento salespeople, or may be positioned at a higherleelinthemanagementhierarchy,responsibleordirectingtheactiitieso other managers. In either case, sales management ocuses on the administration o the personalsellingunctioninthemarketingmix.1hisroleincludestheplanning, management,andcontrolosalesprograms,aswellastherecruiting,training, compensating,motiating,andealuatingoFeldsalespersonnel.Salesmanagement can thus be deFned as: 1he planning, organizing, leading, and controlling o personal contactprogramsdesignedtoachieethesalesandproFtobjectiesotheFrm.O whetherthesalesmanagerdirectssalespeopleorothersalesmanagers,allmanagers hae two types o responsibilities Achieing or exceeding the goals established or perormance in the current period Deeloping the people reporting to them LachotheseresponsibilitiesincludesanumberomorespeciFcunctionsand actiitiesthatwillbediscussedthroughoutthisbook.owitisimportantthatyou understand the context in which sales managersexecute these two responsibilities. In thenextsectionwediscusssomeothemoreconsequentialchangestakingplacein the marketplace and in selling operations. age | 14 CreaLed 8y Sadaf Masood Ahmed Customer service Customerserice istheproisiono serice to customers beore,duringandatera purchase. According to 1urban et al. ,2002,,| Customer serice is a series o actiities designed toenhancetheleelocustomersatisaction-thatis,theeelingthataproductor serice has met the customer expectation." Itsimportanceariesbyproducts,industryandcustomer,deectieorbroken merchandisecanbeexchanged,otenonly withareceiptandwithinaspeciiedtime rame.Retailstoresotenhaeadeskorcounterdeotedtodealingwithreturns, exchangesandcomplaints,orwillperormrelatedunctionsatthepointosale,the perceied success o such interactions being dependent on employees "who can adjust themselestothepersonalityotheguest,"accordingtoMicahSolomonquoted in Inc. Magazine. lromthepointoiewoanoerall salesprocessengineering eort,customer sericeplaysanimportantroleinanorganization'sabilitytogenerateincomeand reenue. lromthatperspectie,customersericeshouldbeincludedaspartoan oerallapproachtosystematicimproement.Acustomersericeexperiencecan change the entire perception a customer has o the organization. Somehaeargued thatthequalityandleelocustomersericehasdecreasedin recentyears,andthatthiscanbeattributedtoalackosupportorunderstandingat theexecutieandmiddlemanagementleelsoacorporationand,oracustomer serice policy. 1o address this argument, many organizations hae employed a ariety o methods to improe their customer satisaction leels, and other KPIs $,0857424943Salespromotionsareshort-termincentiestoencouragethepurchaseorsaleoa product or serice. Salespromotionincludesseeralcommunicationsactiitiesthatattempttoproide added alue or incenties to consumers, wholesalers, retailers, or other organizational customerstostimulateimmediatesales.1heseeortscanattempttostimulate productinterest,trial,orpurchase.Lxamplesodeicesusedinsalespromotion age | 13 CreaLed 8y Sadaf Masood Ahmed includecoupons,samples,premiums,point-o-purchase,POP,displays,contests, rebates, and sweepstakes. Sales Promotion Strategies 1herearethreetypesosalespromotionstrategies: Push, Pull,ora combination o the two. A push strategyinolesconincingtradeintermediarychannelmembersto"push" theproductthroughthedistributionchannelstotheultimateconsumeria promotions and personal selling eorts. 1he company promotes the product through a reseller who in turn promotes it to yet another reseller or the inal consumer. 1rade-promotionobjectiesaretopersuaderetailersorwholesalerstocarryabrand,giea brandshelspace,promoteabrandinadertising,and,orpushabrandtoinal consumers.1ypicaltacticsemployedinpushstrategyare:allowances,buy-back guarantees,reetrials,contests,specialtyadertisingitems,discounts,displays,and premiums. A pull strategyattemptstogetconsumersto"pull"theproductromthe manuacturerthroughthemarketingchannel.1hecompanyocusesitsmarketing communicationseortsonconsumersinthehopethatitstimulatesinterestand demandortheproductattheend-userleel.1hisstrategyisotenemployedi distributorsarereluctanttocarryaproductbecauseitgetsasmanyconsumersas possibletogotoretailoutletsandrequesttheproduct,thuspullingitthroughthe channel.Consumer-promotionobjectiesaretoenticeconsumerstotryanew product, lure customers away rom competitors` products, get consumers to "load up" onamatureproduct,hold&rewardloyalcustomers,andbuildconsumer relationships.1ypicaltacticsemployedinpullstrategyare:samples,coupons,cash reundsandrebates,premiums,adertisingspecialties,loyaltyprograms,patronage rewards, contests, sweepstakes, games, and point-o-purchase ,POP, displays. age | 16 CreaLed 8y Sadaf Masood Ahmed ,a, uy-One-Get-One-Iree(OGOI) -whichisanexampleoasel-liquidating promotion.lorexampleialoaobreadispricedat>1,andcost10centsto manuacture,iyouselltwoor>1,youarestillinproit-especiallyithereisa corresponding increase in sales. 1his is known as a PRLMIUM sales promotion tactic. ,b, CustomerRelationshipManagement(CRM) incentiessuchasbonuspoints ormoneyocoupons.1herearemanyexamplesoCRM,rombanksto supermarkets. ,c, Newmedia -\ebsitesandmobilephonesthatsupportasalespromotion.lor example,intheUnitedKingdom,estleprintedindiidualcodesonKI1-KA1 packaging, whereby a consumer would enter the code into a dynamic website to see i they had won a prize. Consumers could also text codes ia their mobile phones to the same eect. ,d, Merchandising additions such as dump bins, point-o-sale materials and product demonstrations. ,e, Ireegifts e.g.Subwaygaeawayacardwithsixspacesorstickerswitheach sandwich purchase. Once the card was ull the consumer was gien a ree sandwich. ,, Discountedprices e.g.BudgetairlinesuchasLasyJetandRyanair,e-mailtheir customerswiththelatestlow-pricedealsoncenewlightsarereleased,oradditional destinations are announced. ,g, Jointpromotions betweenbrandsownedbyacompany,orwithanother company'sbrands.lorexampleastoodrestaurantsotenrunsalespromotions where toys, relating to a speciic moie release, are gien away with promoted meals. ,h,Iree samples ,aka. sampling, e.g. tasting o ood and drink at sampling points in supermarkets.lorexampleRedBull,acaeinatedizzydrink,wasgienawayto potentialconsumersatsupermarkets,inhighstreetsandatpetrolstations,bya promotions team,. ,i, Vouchers and coupons, oten seen in newspapers and magazines, on packs. ,j, Competitions and prize draws,in newspapers, magazines, on the 1V and radio, on 1he Internet, and on packs. ,k, Cause-related and fair-trade products that raise money or charities, and the less well o armers and producers, are becoming more popular. ,l, Iinance deals - or example, 0 inance oer 3 years on selected ehicles. Manyotheexamplesaboeareocuseduponconsumers.Don'torgetthat promotionscanbeaimedatwholesalesanddistributorsaswell.1heseareknown as 1rade Sales Promotions. Lxamples here might include joint promotions between a manuacturer and a distributor, sales promotion lealets and other materials ,such as 1-shirts,, and incenties or distributor sales people and their retail clients.