DOCTORETAIL®

" Consumer Healthcare ( OTC) Sales is n either  like Pharma  nor  like FMCG   , its OTC and one needs to be the best of three worlds to succeed in OTC Sales"  In order to understand the above statement let’s start with the definition of OTC, as put in Wikipedia “Over-the-counter (OTC) drugs are medicines sold directly to a consumer without a prescription from a healthcare professional, as compared to prescription drugs, which may be sold only to consumers possessing a valid prescription” – but this article is not limited to defining OTC (which we all know), this article is to emphasise on how to sell OTC products correctly. The traditional medicines segment is the leading segment in the Indian OTC market, contributing to about 30 percent to the total market.  Currently in India, OTC drugs are sold through five different types of distribution outlets, namely—department stores, indepen...

Who says shopping isn’t complicated? With the number of variables being plugged into shopping every day, it has become an art & a science both for the Shopper & the Marketer.  But, who has made shopping complicated? In the current Indian scenario of such intense competition, the rate of change is constantly pushing new limits. Just a couple of years back, an Organized Retail in-store innovation used to make marketing headlines & office talk across companies. Now, they all seem common place. Every week, companies are fighting for space & retailers are auctioning it to the highest bidder. As the End-cap prices sky-rocket, brand managers need to innovate constantly in-order to engage the shopper just that little bit extra. The options for a typical middle / upper-middle class urban household meanwhile are ever increasing. The phenomenal success of malls & multiplexes, irrespective of their high-end pricing speak for themselves. Shopping beha...