<p> </p><p> </p><p><p> </p><p> </p><p> </p><p> </p><p> </p><p> </p></p><p><p>The thesis will provide a description of the previous Swedish NRT marketing mix, a description of the present plans of Swedish NRT marketers for the marketing mix of their products, and the present marketing mix of the previously deregulated pharmacy markets in Finland and Norway. The purpose is to develop conclusions on how marketers of NRT products could change their marketing mix in response to the deregulation of the Swedish pharmacy market. </p><p> </p><p>This thesis relies on a descriptive method. Interviews are used as the source of primary data. This is because some of the information sought after is not readily available and cannot be found through secondary data.</p></p><p>Markets are mature only in the minds of the actors on the market. Due to the deregulation the market seems to be a window of opportunity for any innovative, aggressive marketing entrepreneur who wants to radically change his or her position in the market. NRT marketers could attempt to design a new, more aggressive strategy and work with the remaining Ps to unhinge what seems to be regarded a mature market. NRT marketers should work more actively to create an effective market feedback loop. NRT marketers should consider using the Internet to sell their products to consumers, thus opening a new channel.</p>

The thesis will provide a description of the previous Swedish NRT marketing mix, a description of the present plans of Swedish NRT marketers for the marketing mix of their products, and the present marketing mix of the previously deregulated pharmacy markets in Finland and Norway. The purpose is to develop conclusions on how marketers of NRT products could change their marketing mix in response to the deregulation of the Swedish pharmacy market.    This thesis relies on a descriptive method. Interviews are used as the source of primary data. This is because some of the information sought after is not readily available and cannot be found through secondary data. Markets are mature only in the minds of the actors on the market. Due to the deregulation the market seems to be a window of opportunity for any innovative, aggressive marketing entrepreneur who wants to radically change his or her position in the market. NRT marketers could attempt to design a new, more aggressive strategy and work with the remaining Ps to unhinge what seems to be regarded a mature market. NRT marketers should work more actively to create an effective market feedback loop. NRT marketers should consider using the Internet to sell their products to consumers, thus opening a new channel.

Bakgrund: Digitaliseringen har haft en stor påverkan på den svenska handeln. E-handeln har de senaste åren fått en ökad betydelse och präglas idag av stark tillväxt. Inom flera branscher har det därtill skett en kanalförflyttning från fysiskt till digitalt och en reduktion av fysiska butiker. Inom den svenska apoteksbranschen har renodlade nätaktörer dykt upp och skapat prispress samt förhöjd konkurrens på marknaden. Detta skapar således problem för apotek med flera försäljningskanaler att generera lönsamhet för överlevnad. Därmed ställs idag krav på en konkurrenskraftig strategi i den digitala ekonomi företag verkar i. Vi ser att det idag finns en avsaknad av vetenskapliga studier angående digitaliseringen av den svenska apoteksverksamheten, varför vi finner detta viktigt att studera. Syfte: Denna uppsats syftar till att förstå hur en ökad digitalisering, med utbredning av e-handel, har påverkat de företag som bedriver apoteksverksamhet i Sverige. Uppsatsen ämnar undersöka detta utefter de aktiviteter som företagen gör i syfte att tillfredsställa eller vinna kunden. Vi vill vidare undersöka de möjligheter som finns för apoteken som bedriver handel, både via fysiska butiker och online, att genom en anpassning te sig unika och stå konkurrenskraftiga i en digital omvärld influerad av e-handel och pressade priser. Metod: Denna kvalitativa uppsats applicerar ett fenomenologiskt perspektiv samt har utvecklats genom en abduktiv ansats. Det empiriska materialet har samlats in genom semistrukturerade intervjuer med nio respondenter från tre stycken fallföretag inom apoteksverksamheten. Dessa har valts ut genom en kombination av lämplighets-, bekvämlighets- samt snöbollsurval. Slutsats: Svenska fysiska apotek ser idag vikten av att vara verksamma inom flera kanaler. Oavsett aktör görs idag stora satsningar inom e-handeln, vilken apoteken sedan försöker att koppla samman med butiken genom en hög integration och samarbeten med vårdgivare. Givet en fortsatt tillväxt inom e-handeln måste apoteken arbeta med automatisering och bygga ut logistiken. Genom parallella digitaliseringsresor satsar butikerna på digitala lösningar vilka ska skapa smidigare kundupplevelser. Butiker kommer aldrig att försvinna helt, vilket grundar sig i att e-handeln aldrig kommer kunna möta den direkta produktanskaffningen samt erbjuda en social interaktion. Apotekens roll kommer framöver att förändras, där tjänster kommer att vara en större del av värdeerbjudandet och där apoteken närmar sig primärvården. / Background: Digitalisation has had a great impact on Swedish retail. During the recent years e- commerce has gained an increased importance and as of today the phenomenon is characterized by rapid growth. Furthermore, within multiple industries we can detect a transition regarding sales channels, from physical to digital, with a reduction of physical stores. Within the Swedish pharmacy market pure e-commerce players has been established and are now creating competition regarded to low product prices. Pharmacies operating multiple sales channels are thus facing a challenge generating profitability and not having to close down their stores. Therefore, demands are set for a strong competitive strategy, applicable to the digital economy in which the companies are operating. Today, we find a lack of scientific studies investigating digitalisation within the Swedish pharmacymarket, indicating a need for further studies. Purpose: The aim of this thesis is to create an understanding of how an increased digitalisation, with a spread of e-commerce, has affected companies pursuing business within the Swedish pharmacy market. Moreover, we want to further investigate the possibilities laying ahead for pharmacies, operating through both physical stores and online, adjusting to a unique appearance and stay competitive in a digital economy influenced by e-commerce and lowered prices. Methodology: This qualitative thesis takes an abductive approach, while applicating a phenomenological perspective. The empirical material has been gathered through semi- structured interviews with nine respondents representing three case-companies. These have further been selected based upon a combination of a suitability-, a convenience- and a snowball method. Conclusion: Swedish pharmacies are now realizing the importance of running their businesses through multiple channels. Regardless of the actor, great investments are being aimed at developing the e-commerce, which the pharmacies work to connect with the physical stores through high integration and through collaborations with healthcare providers. Given the fact that online shopping continues to grow, the pharmacies must work with automatisation and expanding their logistics. Through parallel journeys of digitalisation the physical stores are working to create better and more efficient customer experiences. These stores will never completely vanish, based on the fact that the direct delivery of products and the social interaction provided by the stores never will be met within the e-commerce. Looking forward, the role of the pharmacy will change, meaning that services will constitute a greater part of the value offer and that the pharmacies will be approaching the primary healthcare. Background: Digitalisation has had a great impact on Swedish retail. During the recent years e- commerce has gained an increased importance and as of today the phenomenon is characterized by rapid growth. Furthermore, within multiple industries we can detect a transition regarding sales channels, from physical to digital, with a reduction of physical stores. Within the Swedish pharmacy market pure e-commerce players has been established and are now creating competition regarded to low product prices. Pharmacies operating multiple sales channels are thus facing a challenge generating profitability and not having to close down their stores. Therefore, demands are set for a strong competitive strategy, applicable to the digital economy in which the companies are operating. Today, we find a lack of scientific studies investigating digitalisation within the Swedish pharmacymarket, indicating a need for further studies. Purpose: The aim of this thesis is to create an understanding of how an increased digitalisation, with a spread of e-commerce, has affected companies pursuing business within the Swedish pharmacy market. Moreover, we want to further investigate the possibilities laying ahead for pharmacies, operating through both physical stores and online, adjusting to a unique appearance and stay competitive in a digital economy influenced by e-commerce and lowered prices. Methodology: This qualitative thesis takes an abductive approach, while applicating a phenomenological perspective. The empirical material has been gathered through semi- structured interviews with nine respondents representing three case-companies. These have further been selected based upon a combination of a suitability-, a convenience- and a snowball method. Conclusion: Swedish pharmacies are now realizing the importance of running their businesses through multiple channels. Regardless of the actor, great investments are being aimed at developing the e-commerce, which the pharmacies work to connect with the physical stores through high integration and through collaborations with healthcare providers. Given the fact that online shopping continues to grow, the pharmacies must work with automatisation and expanding their logistics. Through parallel journeys of digitalisation the physical stores are working to create better and more efficient customer experiences. These stores will never completely vanish, based on the fact that the direct delivery of products and the social interaction provided by the stores never will be met within the e-commerce. Looking forward, the role of the pharmacy will change, meaning that services will constitute a greater part of the value offer and that the pharmacies will be approaching the primary healthcare.

Research Question: Does the pharmacy market seem to change in accordance with the goals stipulated by the government due to the reregulation? This leads to the following sub-questions: Does it seem like the availability of medical drugs for consumers increase? Does it seem like service for consumers get enhanced? Does it seem like the supply of services for consumers increase? Does it seem like the costs of medical drugs are maintained? Purpose: The purpose of this study is to evaluate if the trends resulting from the reregulation of the pharmacy monopoly correspond to the goals stipulated by the government. The purpose is furthermore to compare the reregulation of other Swedish markets and the reregulation of the pharmacy market in other Nordic countries in order to heed their lessons. Method: This study uses method triangulation, with a questionnaire directed to pharmacy customers forming the quantitative basis and interviews with specialists regarding the pharmacy market, forming the qualitative. The study also draws heavily on historic data regarding reregulation of Swedish markets and reregulation of the pharmacy market in other Nordic countries. Conclusions: Availability of medical drugs has increased and will presumably continue to do so.  Service quality has increased somewhat and will presumably continue to do so. Supply of services has increased and it will presumably continue to do so. The cost of medical drugs will only increase if it is required in order to satisfy the other goals.

Bakgrund:1 juni 2009 avreglerades det svenska apoteksmonopolet och marknaden öppnades upp för konkurrens. Antalet apoteksaktörer har sedan dess tilltagit vilket sätter press på företagen att särskilja sin verksamhet för att bli mer konkurrenskraftiga i kampen om apotekskunderna. Det råder fortfarande restriktioner på apoteksmarknaden som förhindrar aktörerna att sätta egna priser på receptbelagda läkemedel, vilka utgör 80 procent av marknadens omsättning. Marknaden karaktäriseras vidare av relativt homogena produkter, vilket försvårar aktörernas möjlighet att erbjuda ett unikt sortiment. Differentierade företag erhåller ofta en bättre lönsamhet och varumärket har en stor betydelse i hur företag kan utmärka sig. Verktygen för detta är varumärkesidentitet, där varumärkets unikhet och värde specificeras samt positionering av varumärket, vilka är de åtgärder en organisation vidtar för hur varumärket uppfattas i medvetandet hos konsumenten i relation till konkurrenterna. Syfte: Syftet med studien är att undersöka hur apoteksmarknadens fyra största aktörer tänker och agerar kring områdena för varumärkesidentitet och positionering. Med detta som grund vill författarna utföra en analys för att stärka befintliga teoretiska ramverk i vilka hänsyn inte har tagits till marknader där monopol nyligen upphävts. Slutsats: I studiens gestaltning av aktörernas varumärkesidentiteter är det framträdande att associationerna till apoteksbranschen innefattas av det ansvarsfulla, trovärdiga och kompetenta. Apoteket AB har tidigare haft ensamrätt att bedriva apoteksverksamhet och dessa associationer, till hur ett apotek ska vara, är starkt relaterade till företaget. Varumärkesidentiteternas unikhet skildras främst i aktörernas företagskultur och i varumärkets fysiska utformning. Studien visar vidare på att de nya aktörerna inte tillämpar en utmärkande positionering, då de främst inriktar sig på att bekräfta en kategoritillhörigt som apoteksaktör. Resultatet stärker befintliga teorier om att positionering är en process, där företag först måste befästa sig som en trovärdig aktör inom branschen, innan det är möjligt att positionera sig utifrån varumärkets unika fördelar. Studien indikerar att utvecklingen av handelsvaror och tjänster kommer att utgöra en viktig del i att stärka aktörernas positionering. / Background: The pharmacy monopoly was deregulated in June 2009 and the number of competitors has since then increased rapidly which has lead to the importance of differentiating the business, to become more competitive in the battle for pharmacy customers. There are still some restrictions on the market, which prevents the pharmacy-chains to set their own price on prescription drugs, which amounts for 80 percent of the total turnover. The pharmacy market is also characterised of homogenous products, which limits the possibility to offer a unique assortment. Brands play a large factor in how a company can differentiate itself and be profitable. Commonly used tools for this are brand identity which is the uniqueness and the value of the brand, and brand positioning which are the measures an organisation takes to affect the perception of the brand in relationship to competitors. Aim: The aim is to examine how the four largest pharmacy-chains in Sweden thinks and acts in the fields of brand identity and brand positioning. On this basis, the authors will perform an analysis to strengthen the existing theoretical framework in which account has not been taken into markets where monopoly has recently been repealed. Conclusion: In the study of the pharmacy-chains brand identities, it is prominent that the associations with the pharmacy industry are represented by the responsible, credible and competent. Apoteket AB has previously had the exclusive right to operate on the pharmacy market and these associations, to how a pharmacy should be, are strongly related to them. The uniqueness of the brand identities are primarily portrayed in the companies’ culture and in the physical characteristics of the brand. Furthermore the study shows that the new pharmacychains do not apply a distinctive positioning, as they primarily focus on confirming their category membership as a pharmacy operator. The result strengthens the existing theories that positioning is a process in which companies first have to confirm themselves as a credible player in the industry, before it is possible to position themselves on the brand’s unique benefits. The study indicates that the development of commodities and services will form an important part in strengthening the pharmacy-chains positioning.

Syfte: Syftet är att undersöka följderna av konkurrensutsättningen på apoteksmarknaden ur ett logistiskt flödesperspektiv. Metod: Abduktiv ansats och en kvalitativ datainsamlingsmetod i form av semistrukturerade och ostrukturerade intervjuer. Teori: Logistiska målmixen, Du Pont-schemat, 80–20-regeln, byta lager mot information, logistik som konkurrensmedel Marknadsteorier, konsumenttrygghet, drivkrafter för innovation, Porters fem krafter Resultat: De största volymerna av receptbelagda läkemedel går, likt under monopol-tiden, fortfarande via de största distributörerna Tamro och Oriola. Apoteks-aktörerna tycks överlag vilja gå mot lägre kapitalbindning, med något högre logistikkostnader och servicegrad. Främst vill aktörerna styra varuförsörj-ningen i egen regi för att anpassa den till de egna affärsmodellerna. Service-graden tycks inte ha försämrats sedan omregleringen. Trots detta önskar apoteken en förändring av varuförsörjningen, men detta har i dagsläget inte förverkligats. Den främsta orsaken tycks vara leverantörernas makt och bristen på substitut. För att utmana det obalanserade maktförhållandet tar apoteken till parallellimport, vilken tycks ha ökat, som förhandlingsmedel. Slutsatser: Komplexiteten tycks ligga i att marknaden i sin helhet måste behålla vissa öar av monopol. Ett läkemedel kan nämligen behäftas med mycket höga forsknings- och utvecklingskostnader, varpå utvecklarens patentskydd mot andra läkemedelsleverantörer är nödvändigt. Detta skapar dock en sämre förhandlingsställning för apoteksaktörerna. En annan bidragande faktor till komplexiteten kan vara statens inblandning som tredje part på marknaden. Den nya marknaden har dock lett till en innovationsutveckling på varuförsörjningsplanet, där aktörerna skapar sina egna logistiklösningar. / Purpose: The aim is to examine the impact of competition on the Swedish pharmacy market from a logistical flow perspective. Method: Abductive base and qualitative data collection method in the form of semi-structured and unstructured interviews. Theory Logistical Goal Mix, Du Pont chart, 80–20 rule, replacing stock with information, logistics as a competitive tool Market theories, consumer protection, innovation drivers, Porters five forces Result: The largest volumes of prescription drugs are still handled the same way as before the re-regulation by the largest distributors Tamro and Oriola. Pharmacy stakeholders in general seem to aim for lower tied up capital, with slightly higher logistics costs and service levels. Mainly, the pharmacies want to control the supply chain in-house to suit their own business models. The level of service seems to have remained stable since the re-regulation. Despite the same level of service, pharmacies desire a change in the supply chain. No change has been implemented which mainly seems to depend on the power of suppliers and lack of substitutes. In order to challenge the unbalanced power relationship pharmacies use parallel imports, which seem to have increased, as negotiation means. Conclusion: The complexity seems to lie in that the market as a whole must maintain certain islands of monopoly. A drug may be connected with very high research and development costs, which mean developer's patent protection of drugs against other vendor’s become necessary. However, this creates a weaker negotiating position for pharmacy operators. Another contributing factor to the complexity can be state involvement, as a third party, in the market. Despite this, the new market has led to an innovation development on the supply chain level where players create their own logistics.

Svarbūs socialinės ir farmacijos politikos uždaviniai yra aprūpinimas vaistais ir vaistų išlaidų kompensavimo sistemos vystymas. Šioje srityje susiduriama su problemomis, būdingomis visuomenėms, stokojančioms resursų, ekonominio ir politinio stabilumo. Visuomeninio sveikatos priežiūros finansavimo apimties problemos aktualios ir ekonomiškai pajėgiausių valstybių viešajai politikai. Senstant populiacijai, kyla sveikatos paslaugų poreikis, siekiama naujų efektyvesnių preparatų įdiegimo. Tai skatina vaistų išlaidų augimą šalyse. Valstybių vyriausybės bando reguliuoti farmacijos rinką. Jos turi subalansuoti besiskiriančius tikslus. Pirma, vyriausybės turi užtikrinti sveikatos politikos tikslus: saugoti visuomenės sveikatą; užtikrinti pacientų priėjimą prie saugių ir efektyvių vaistų; gerinti priežiūros kokybę; ir užtikrinti, kad išlaidos farmacijai netaps pernelyg didelės, kad pakenktų šiems vyriausybiniams tikslams. Taigi teisingumas ir efektyvumas (t.y. ribotų resursų geriausias panaudojimas norint padidinti visuomenės sveikatą) ir pacientų reikmių patenkinimas, yra svarbiausi tikslai. Vienas iš vyriausybės vaidmenų farmacijos politikoje yra pasirūpinti finansavimu ir sistema, kuri sudarytų sąlygas priežiūros kokybei. Nacionalinė vaistų politika – tai valstybės institucijų priemonės ir veiksmai siekiant užtikrinti galimybę įsigyti Lietuvoje kainos ir teritoriniu požiūriu prieinamų, tinkamos kokybės, veiksmingų bei saugių vaistų ir gauti tinkamos kokybės farmacines... [toliau žr. visą tekstą] / Important tasks of social and pharmacy politics are the supply of pharmaceuticals and developing system of reimbursement of costs on pharmaceuticals. There are problems with societies, which lack for resources, economical and political stability. Problems with financing health care are also important to economically strong countries. Because of population ageing, requirements of health care services grow and the object is implementation of new, more effective preparations. This also promotes growing of costs on pharmaceuticals. Governments try to regulate few markets as much as they do the pharmaceutical market. They have to balance contrasting objectives. First, governments must secure health policy objectives: protecting public health, guaranteeing patient access to safe and effective medicines, improving the quality of care and ensuring that pharmaceutical expenditure does not become excessive so as to undermine these and other government objectives. Equity and efficiency (i.e. making best use of limited resources to increase population health) and meeting patient need are, therefore, perhaps the prime objectives. One of the roles of government in pharmaceutical policy is to provide the funding and framework that allows that quality of care. National policy of pharmaceuticals involves means and acts of state institutions pursuing to ensure possibility to procure drugs, which are cost and territorially available, effective and secure, and also involves possibility to get... [to full text]

During the last years, the pharmacy market undergone major changes. Re-regulation that has been done in 2009 meant that monopoly was unlocked for competition. In a market where firms offer equivalent products, increases the importance of delivery service as competitive tool to differentiate themselves among the crowd. This also applies to pharmacy market where the supplies of goods in large way consist of equivalent products regardless of the company. This case study observes the importance of delivery service in terms of competitive tool on pharmacy market by focusing on a company’s improvement in delivery service. This study is based on an abductive research method. The data is collected by qualitative method in form of semi structured interviews and quantitative method in form of survey research. In order to investigate and analyze relevant subject, the study applies following theories: Porter five forces, logistics as a competitive tool, delivery service and its elements, improvement cycle and logistical goal mix. The conclusion of this study is that delivery service has a significant importance for the company to differentiate itself from its competitors and create competitive advantages. Between the various elements if the delivery service, the lead time is considered to be the most essential one, which is followed by delivery reliability, level of service and supply reliability. The result from the quantitative survey shows that customers have high expectations for a smooth delivery service which harmonizes with Apoteket AB's strategy to improve the delivery service.

Darbo objektas yra prekės ženklo įtaka vartotojų sprendimui pirkti. Darbo tikslas – išanalizuoti ir įvertinti prekės ženklo įtaką vartotojų sprendimui pirkti farmacijoje. Siekiant užsibrėžto tikslo, keliami uždaviniai: apžvelgti ir susisteminti prekės ženklo sampratą, funkcijas, kuriamą vertę bei vartotojų sprendimo pirkti teorinius aspektus; išanalizuoti prekės ženklo ir vartotojo sprendimo priėmimo vietą vartotojų elgsenos modelyje; sukurti teorinį prekės ženklo įtakos vartotojo spendimui pirkti farmacijoje modelį; empiriškai patikrinti prekės ženklo įtakos vartotojo spendimui pirkti farmacijoje sukurtą modelį. Prekės ženklas yra vienas iš veiksnių, turinčių įtakos pirkėjo konkretaus produkto pirkimo sprendimui. Stiprūs prekės ženklai padeda rasti paskirstytojų, stiprinti klientų lojalumą ir suteikia teisinę apsaugą, skatina pardavimus, ir sumažina vartotojų jautrumą kainai. Ekspertai patikina, kad moterys atlieka apie 80% visų pirkimų. Kadangi vyrų ir moterų požiūriai, nuostatos bei vertybių skalė skiriasi, todėl produktai ar prekių ženklai turėtų būti orientuoti į konkrečius vartotojus. Nors daugiausia marketingo veiksmų šiuo metu yra nukreipta į moteriškąją lytį, nes jos atlieka daugiausia pirkimų, tačiau tokie išskirtinai vyriški produktai kaip automobiliai, kurie akcentuoja vyriškąją pusę, neturėtų atstumti ir moterų, nes tiek vyrai, tiek moterys gali daryti vienas kitam įtaką, todėl svarbus balanso išlaikymas. Šiuo metu Lietuvoje nėra jokių nereceptinių vaistų... [toliau žr. visą tekstą] / Work objective- the brand influence on consumers purchasing decision process. The aim of this work is to analyze and evaluate brand influence on consumer purchasing decision in pharmacy market. In order to achieve these goals following tasks are rised: to review and systematize brand conception, functions, created value and theoretical aspects of consumer purchasing decision; to analyze brand and consumer decision making place in consumer behaviour model; to create theoretical brand influence on consumer purchasing decision model in a pharmacy market; to check empirically, created brand influence on consumer purchasing decision model in pharmacy market. A brand is one of the factors which influence buyer‘s particular product purchasing decision. Strong brands help to find distributors, strengthen customer loyalty and provide legal protection, promote sales, and reduce consumer price sensitivity. Experts are assured that women do about 80% of all purchases. As the men's and women's views, attitudes and values are different, so the products or trademarks should be directed to specific users. While most marketing activities are currently focused on the female, mainly because they do most purchases, however, are exclusively men's products such as cars, which highlights the male side, not alienate and women because both men and women are likely to influence each otrhe, so it is important to maintain the balance. Currently in Lithuania there are no restrictions for non-prescription... [to full text]

Syftet med uppsatsen är att undersöka hur lojala konsumenterna på apoteksmarknaden i Katrineholm är. Eventuella samband mellan kön och lojalitetstyp samt åldersgrupp och lojalitetstyp undersöktes även. För att uppnå syftet genomfördes en kvantitativ undersökning med hjälp av enkäter, där 240 svar samlades in. Konsumenterna delades in i de fyra lojalitetstyper som tas upp i Dick och Basus lojalitetsmodell. Analysen visar att kön inte spelar in i vilken lojalitetstyp individen tillhör. Åldersgruppstillhörighet har dock en signifikant påverkan.