target group project - topic discussion

8/14/2019 Target Group Project - Topic Discussion

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RESEARCH PAPERRETAIL MARKETING - PROF. BIRRITTELLA

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STEP 2 - Working on an OutlineSince we already came up with the topics we are going to discuss in the paper (accesibility

and catering to elderly customers), the outline needs to be built up.

I will soon post an outline, to which any of you guys can contribute to. Any ideas you have

can always be added, to make this paper robust.

Due date for discussion: March 8th (Monday)

Monday night I'll print out what we have and bring it to class Tuesday so we can discuss it.

Christine Menditto

The topic I pick would be:

Guests: Do senior citizens require a more intensive guest service experience fromtheir pharmacy?

How can Target deliver a more personalized experience within its self-service retail model?

Competitors: How are other pharmacies catering to older customers? Who shouldTarget benchmark?

I picked this topic because in the industry notes, it says "Research indicates that in the

next

decade, seniors will drive over $46 billion in consumer product growth." It also goes on to

say

that seniors have increased their use of prescription drugs.

Alexandra Navas
mailto:[email protected]:[email protected]


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Eduardo Fuste

The topic that I am interested in is:

Accessibility: How can Target make its pharmacy services more accessible to apopulation with limited mobility?

I like this topic because as the situational analysis says, "On average, people over age 60

use about three times as many medications as those under that age". Also, "By 2030...there

will be 69 million Americans over the age of 65, representing 20 percent of the population."

What this indicates to me is that the biggest target market for Target Pharmacy will be

senior citizens, and I found some interesting research of my own.

New York State Senator Daniel L. Squadron said, "Senior citizens generally have more

limited mobility and rely on mail much more than other segments of the population."

(http://www.nysenate.gov/report/testimony-state-senator-daniel-squadron-new-york-city-

council-committee-governmental-operatio)

The Phoenix Center for Advanced Legal and Economic Public Policy Studies found that

"applying a variety of econometric and statistical analyses to a large sample of retired Americans (age 55or older) reveals that Internet use contributes positively to mental well-being, and estimates indicate that

Internet use leads to about a 20% reduction in depression classification." (http://www.phoenix-

center.org/pcpp/PCPP38Final.pdf)

A report by CTAM indicates that about 77 percent of senior citizens (age 65 or older)

regularly shop online, and 71 percent of senior citizens go to the internet to look up health

and medical information. Also, "Boomers (ages 45 - 64) are heavy online users as well, with

93 percent using email and 71 percent shopping online." The information on boomers is

interesting because they are the upcoming senior citizen population.

(http://www.marketwire.com/press-release/CTAM-Report-Finds-That-77-Percent-of-Senior-

Citizens-Shop-Online-1068142.htm)

My idea for this topic is that Target Pharmacy can increase accessibility of pharmaceuticals

to senior citizens by creating an internet database for selling pharmaceutical drugs and

separate everything in categories. They can change advertisements to reach the growing

population of senior citizens, and gear those advertisements towards Target Pharmacy

specifically (or create a Target Health brand to sell anything related to health which Target
http://www.nysenate.gov/report/testimony-state-senator-daniel-squadron-new-york-city-council-committee-governmental-operatiohttp://www.nysenate.gov/report/testimony-state-senator-daniel-squadron-new-york-city-council-committee-governmental-operatiohttp://www.phoenix-center.org/pcpp/PCPP38Final.pdfhttp://www.phoenix-center.org/pcpp/PCPP38Final.pdfhttp://www.marketwire.com/press-release/CTAM-Report-Finds-That-77-Percent-of-Senior-Citizens-Shop-Online-1068142.htmhttp://www.marketwire.com/press-release/CTAM-Report-Finds-That-77-Percent-of-Senior-Citizens-Shop-Online-1068142.htmhttp://www.marketwire.com/press-release/CTAM-Report-Finds-That-77-Percent-of-Senior-Citizens-Shop-Online-1068142.htmhttp://www.marketwire.com/press-release/CTAM-Report-Finds-That-77-Percent-of-Senior-Citizens-Shop-Online-1068142.htmhttp://www.phoenix-center.org/pcpp/PCPP38Final.pdfhttp://www.phoenix-center.org/pcpp/PCPP38Final.pdfhttp://www.nysenate.gov/report/testimony-state-senator-daniel-squadron-new-york-city-council-committee-governmental-operatiohttp://www.nysenate.gov/report/testimony-state-senator-daniel-squadron-new-york-city-council-committee-governmental-operatio


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already offers in its stores, including the pharmacy). They can emphasize the simplicity of

services that they already offer like Clear RX.

Lastly, since senior citizens rely on mail much more, Target can create "pharmacy" mail

order catalogs to send to senior citizens, or simply incorporate Target Pharmacy into its

weekly ads. Notice in the situational analysis, it says that one reason for increased

competition in retail pharmacies is "increased mail order pharmacy business".

Daniel Cespedes

I choose accessibility. (How can Target make its pharmacy services more accessible to a

population with limited mobility?)

After doing some research, Walmart already offers for a 10 dollar fee delivery of

prescriptions to their customers, reaching many people and being able to offer many more

brands than just what you they have in stock at a pharmacy.

Moreover, i was reading about some lawsuits that target has recieved since their web-page

is not available for blind users. This kind of shows that they are currently having lots of

issues with accesibility not only on the pharmarcy side, but online as well.

I was thinking this would be a great idea:

- Have free delivery or delivery at a smaller fee than walmarts

- Make the pharmacy available for users online (ordering, setting up home delivery, etc)

If you click here, you can access Target's pharmacy and no where it shows that delivery is

available. Compare it to this website (click here to open walmart's) where they offer 90day refills for 10 dollars.

The following is the link to a case where target was sued for not being accesible. This is just

to show that Target needs to be more accesible and this feature in pharmacy I believe is

crucial. (http://www.out-law.com/page-6634)
http://sites.target.com/site/en/health/page.jsp?ref=nav_pharmacy&contentId=PRD03-004033http://www.walmart.com/cp/Pharmacy-Home-Delivery/1042239http://www.out-law.com/page-6634http://www.out-law.com/page-6634http://www.walmart.com/cp/Pharmacy-Home-Delivery/1042239http://sites.target.com/site/en/health/page.jsp?ref=nav_pharmacy&contentId=PRD03-004033

target group project - topic discussion

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