Increasing Private Label Sales for
Good Neighbor Pharmacy Stores
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Background
Following the merger of AmeriSource and Bergen-Brunswig, sales of private label products suffered. This was partially due to merger issues (divisions did not want to stock two or three lines of similar items). At the same time, promotions that were specific to private label were tabled.
Objective
To support the AmerisourceBergen Northeast Region in the launch of a new circular and point of purchase program for Good Neighbor Pharmacy private label products.
Strategy
Develop a full color, retail circular with an emphasis on Good Neighbor Pharmacy brand products. Make the circular “educational” so that consumers would be more likely to read and respond to the program.
Tailor each promotion “seasonally”, and release the promotions on a quarterly basis.
CGI Responsibilities
We created absolutely everything involved in getting the program running, thereby saving the client time and manpower.
• Creation of all program support materials, including launch documents, program enrollment forms, imprint design forms
• Present the program to AmerisourceBergen field reps at sales meetings
• Work with Advo to secure maps and household counts
• Transmit program quotations to stores, and work with field reps to communicate program benefits
• Product selection from a list of products supplied by client
• Setting of all sale pricing
• Design for the circulars and POP
• Management of all store imprints
• Specification, management and supervision of all printing and shipping
• And a myriad of other details, too numerous to mention
Real Results
Increased store loyalty to the Good Neighbor Pharmacy program
Increased consumer awareness of the Good Neighbor Pharmacy product line
Created profitability for storeowners
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