Pharmacy Shelves

Customer Research Case Study

Brand Health Assessment (BHA) and Marketing Strategy for a chain of Retail Pharmacy stores

The situation

One of the largest retail pharmacies in Malaysia required an independent market research to understand its customers in the aim to increase their revenue growth and market penetration by demographic profile and non-Klang Valley market segment.

 

Our role and methodology

As a project management office and lead consultant to design and execute a Brand Health Assessment (BHA), Aleevar delivered research design, analysis, reporting and training which included the planning and execution of stakeholder interviews, customer focus group discussions, online surveys (for healthcare consumer, customer promotion and members) and classroom training on marketing research and survey technique. The models included in the study were PESTLE, Porter 5 Market Forces, Customer Decision Journey, Brand Choice Analysis, Return on Marketing Investment (ROMI), loyalty programmes and competitor brand share.

 

The deliverable

Aleevar provided the client with a Balance Score Card (BSC) with initiatives, action plans, KPI measures and enabled the management team with training on Brand Health Tracking for future self-assessment.

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