Pharmed Pharmaceuticals: A Case Study

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Marketing Principles

Employer – Pharmed Pharmaceuticals- we are a complete healthcare provider of Pharmaceuticals products i.e. we buy products from manufacturer and sell to medical practitioners.

Question 1
What is a Value Proposition?

A clear, compelling and credible expression of the experience that a customer will receive from a supplier’s measurably value-creating offering. (Barnes, Blake and Pinder, 2009, p.22).
Therefore a value proposition is:
• about customers but for your organization;
• not addressed to customers but must drive these communications;
• articulates the essence of a business, defining exactly what the organization fully intends to make happen in the customer’s life

Basically the customer expects that by giving
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• Pricing – we do not always have the cheaper price of a product.
• Third party integration - if they have a problem on their side it affects us and we are also viewed in a bad light from the customer, as customer do not see us as a different company.
• Not enough telemarketers during high peak times which mean that customer have to wait a long time to get through to a telemarketer. This increases frustration as time is important to everyone.

Most Significant Motivators
• Higher stock levels than other companies. We hold 8-10 weeks stock as compared to 6 weeks held by other competitor companies, so we have stock when our competitors have run out of stock.
• Also we buy all the stock of a product. Example Panado syrup, the company produces 100 000 bottle which is 6 months stock for them. The manufacturing company have production cycles so they will not produce Panado for 6 months even though they have run out of stock. We will buy all 100 000 bottle so that no one else has Panado in the wholesale environment. Customers will then have to buy from us Panado and we then cross sell
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I believe that everyone in our company are in customer service because without the customer we have no company.

About 2/3 year ago we did a survey to our customer. We found that our customer care department was the most problematic department in the eyes of the customer. We then discuss to rectify this.
We interview some customers and found that the lack of track and trace with regards to queries and collection of items was the major problem. We developed a system that is able to log queries, assign a query to the relative person what is best suit to handle the query. System also issues collections based on the query login process selection, generates trip sheets per route for the driver as a general overview of which customers there are collections for that day. The name of the person to see is reflected on both documents so that the driver know who to communicate with at the customer premises. Collections are tracked and turnaround time per area are inputted into the system which track any deviations from these times. These deviations are communicated automatically back to the agent that logged the query to follow-up. Also once the collection is back in the company, 24 hours is allowed for the credit appear on our system, deviation from this is also tracked and email to the

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