1

HOW PROMOTION MIX CAN MAKE AN IMPACT ON THE SALE OF ANTISMOKING DRUGS: A
CASE STUDY OF BOOTS



























Declaration

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Acknowledgement

The Research Study, done as part of my final dissertation work, was a great learning experience for
me. So, first of all I thank University of Cardiff, for giving me this opportunity and support for doing such
a valuable research, in worlds one of the greatest city, London.

Then I would like to show gratitude and respect to my dissertation supervisor Prof. Cilliers Diedericks
for devoting this much time, knowledge and effort for me and guiding me in the proper way throughout
my studies. At this stage I would like to remember his moral support and significant role for completing
this dissertation in such a good way.

Now, I would like to express my sincere thanks to all the participants of my survey for contributing their
valuable time for me and helping me to reach the best result of this study. I thank all those persons who
helped me, in any way, to make this study a success.
I show here my immense affection to my beloved family and all other well wishers for giving me such a
moral all other supports in my studies. Above all, I would like to express my thanks and deep respect to
the Almighty for his endless mercy in my studies.

Yours sincerely
Jabir Angillath




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ABSTRACT




Global smoking trend has bought an attention for various smoking control strategies across
the world. The health Organisation policy is to give preference to the public place smoking
restrictions as this has not reduce the drop out rate ratio. The primary care services
through pharmacy can shape Government thinking about nations health, as citizens are an
asset to every country. The study has shown the importance of the promotion to be
involved more in the teenagers and youth group that is by an implementation of new
strategy. The health organisations need to look into the root cause of smoking perception
and need to implement the long-term strategy depending upon the different criteria found
by analysis. The health organisations should advertise the antismoking drugs in vibrant
way to warn the hazardous effect of smoking. The Neuroscientists can work on the
cognition function of the smokers perception to come up with the new technologies to
research antismoking drugs through the consultation and advertisement for behavioural
change of smokers. The sales of antismoking drugs can enhance by the promotion
strategies, as the author believes that there is positive correlation between them.


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TABLE OF CONTENTS



I ABSTRACT3
II ACKNOWLEDGMENT.4
III TABLE OF CONTENT...5
IV LIST OF FIGURES.....8
V LIST OF GRAPHS ....8
VI LIST OF TABLES..8
VII ABBREVIATIONS.9

CHAPTER 1
INTRODUCTION
1.1 Introduction.10
1.2 Research background..11
1.3 Research aim, objective, and research question.....12
1.4 Statement of problem..13
1.5 Purpose of study ...13
1.6 Company profile ...14
1.7 Conclusion.16

CHAPTER 2
LITERATURE REVIEW
2.1 Introduction ...17
2.2 Research aim and objective...18
2.3 Evaluation of marketing strategy...18
2.3.1 Promotion strategy18
2.3.2 Aspects of promotion mix19
2.3.3 Implemented theory for marketing of antismoking drugs23
2.3.4 External environment approach ...26
2.3.5 Stages of marketing research ...29
2.4 Antismoking Drugs...30
2.4.1 Role of Boots pharmacy...31
2.4.2 Boots future plans for antismoking drugs promotion...32
2.5 Pharmaceuticals presence in antismoking drug market33
2.5.1 Marketing strategy of GSK in antismoking drugs33
2.6 Consumer sales promotion techniques.33
2.7 Branding of antismoking drugs..34
2.8 Market segmentation...35
2.9 Problem solving by media promotion strategy...36
2.10 Challenges in healthcare37
2.11 Conclusion.38
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CHAPTER 3
RESEARCH METHODOLOGY
3.1 Introduction.39
3.2 Research aim and objective..40
3.3 General overview of research methods41
3.3.1 Positivism 42
3.3.2 Realism.42
3.3.3 Interpretive43
3.4 Research method ..43
3.4.1 Quantitative research.43
3.4.2 Qualitative research..44
3.4.3 Exploratory research........44
3.4.4 Descriptive research..45
3.4.5 Casual research.46
3.5 Data collection.47
3.5.1 Primary data collection47
3.5.2 Secondary data collection48
3.5.3 Questionnaire ..49
3.6 Justification for research application ..49
3.7 Limitation of research..50
3.8 Conclusion...51

CHAPTER 4
RESEARCH FINDINGS AND ANALYSIS
4.1 Introduction .52
4.2 Research aim and objective .53
4.3 Research preview .53
4.4 Primary research findings 54
4.4.1 Demographics ..54
4.4.2 Promotion through pharmacy..58
4.4.3 Availability of antismoking drugs...62
4.4.4 Branding of antismoking drugs...64
4.4.5 Customer satisfaction ......67
4.5 Statistical analysis.68
4.5.1 Statistical analysis by age..70
4.5.2 Statistical analysis by gender71
4.5.3 Statistical analysis for reason of smoking.74
4.6 Data analysis..76
4.7 Secondary research findings...78
4.8 Conclusion...79

CHAPTER 5
CONCLUSION AND RECOMMENDATIONS
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5.1 Introduction81
5.2 Achievement of research objectives..82
5.3 Conclusion.83
5.4 Research limitation85
5.5 Recommendation...86
5.6 Area for further research88

CHAPTER 6
REFLECTIVE SUMMARY
6.1 Introduction89
6.2 Time constraints..90
6.3 Project constraints..90
6.4 Strength and weakness...91
6.5 Areas for improvement...92

REFERENCES
Books References...92
Web References.....100
Figure References .....102
Graph References..102
Table References..104

APPENDIX ...107


LIST OF FIGURES
Figure 2.1 Literature review layout structure19
Figure 2.2 Marketing mix strategy25
Figure 2.3 Pest analysis; External environment.....27
Figure 2.4 Stages of marketing techniques29
Figure 3.1 Research process Onion...40
Figure 4.1 The research process69

LIST OF GRAPHS
Graph 4.4.1 Percentage of age frequency and age group55
Graph 4.4.2 Percentage of gender frequency and gender category.56
Graph 4.4.3 Percentage of ethnic frequency and ethnic category...57
Graph 4.4.4 Percentage of smoking frequency and smoking reason...58
Graph 4.4.5 Percentage of information category and referral process60
Graph 4.4.6 Percentage of advice frequency and advisor category.61
Graph 4.4.7 Percentage of undertaken treatment frequency63
Graph 4.4.8 Percentage of cigarettes frequency per day and number of cigarettes.64
Graph 4.4.9 Percentage of brand sales and frequency of buying65
Graph 4.4.10 Percentage of free prescription and frequency of payment.66
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Graph 4.4.11 Percentage of customer satisfaction.....68

LIST OF TABLES
Table 2.1 Four Ps of marketing mix23
Table 3.1 Comparison of deductive and Inductive approach...46
Table 4.4.1 Percentage of age frequency and age group.55
Table 4.4.2 Percentage of gender frequency and gender category..56
Table 4.4.3 Percentage of ethnic frequency and ethnic category57
Table 4.4.4 Percentage of smoking frequency and smoking reason58
Table 4.4.5 Percentage of information category and referral process.59
Table 4.4.6 Percentage of advice frequency and advisor category.61
Table 4.4.7 Percentage of undertaken treatment frequency62
Table 4.4.8 Percentage of cigarettes frequency per day and number of cigarettes..63
Table 4.4.9 Percentage of brand sales and frequency of buying.65
Table 4.4.10 Percentage of free prescription and frequency of payment..66
Table 4.4.11 Percentage of customer satisfaction..67
Table 4.5.1 Chi-square statics for age category..70
Table 4.5.2 Contingency table for age and gender category...72
Table 4.5.3 Observed frequency of age and gender category..72
Table 4.5.4 Expected frequency of age and gender category.73
Table 4.5.5 Chi-Square statics for Reason of Smoking.74
Table 5.1 Achievement of objectives...83


ABBREVIATIONS

ASD Anti Smoking Drugs
CO - Carbon Monoxide
FDA Food and Drug Authority
GP General Practitioners
GSK Glaxo Smith Kline
ND Nicotine Dependance
NHS National Health Services
NRT Nicotine Replacement Therapy
OTC Over The Counter
WHO- World Health Organisation








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CHAPTER 1

INTRODUCTION


1.1 INTRODUCTION

The World Health Organization considers smoking as a very serious matter (WHO 2005) and they are
very keenly trying to eradicate this habit. In the effort to overcome the harmful consequences of this on
health of the public, because of its special characteristics marketing tools can lend a helping hand (web
1, NHS 2009). Solving this issue needs more attention because the trend goes on increasing and its
high time to stop it. Since citizens are very important asset to the country, to make the consumer
satisfied by reducing health problems is the main aim of health related organizations. The government
is considering giving license to Nicotine replacement therapies to reduce the smoking habit. A smokers
future Comprehensive tobacco control strategy for England was proposed by the National Institute of
Health and Clinical excellence (NICE), citizens council for decreasing the harmful habit of smoking
(Pharmaceutical Journal Feb 2010)

Smoking habit can be reduced through effective campaigns. And it will also help in ASD sales
improvement. Sometimes misunderstandings happen between Health Care Department and
advertisement as a result of lack of communication. It may cause more problems and may drive
smoking habit to an addiction. It is possible to decrease the number of smokers and the pharmacies to
obtain market through improving and increasing ASD advertisements. Though variety of ASDs exist in
the market, their range of antismoking varies, so the diverse type of drugs should ne examined
properly.

Multimedia is the source of secondary data and it is described in this research. Literatures published by
other researchers are examined in the second chapter. For performing the research, appropriate
background should be prepared. This is discussed in chapter 3. For quantitative research, in order to
gather primary data several research models can be implemented. In chapter 4, the response or
feedback from primary and secondary data research is examined by using data which is scrutinized.
Chapter 5 provide conclusion on strategy for promoting ASD and suggestions also will be offered for
advanced research purpose. Under bibliography heading, the journals, articles, websites and books
which was referred while conducting the research is described. Appendix is also given in bibliography.
The research purpose and problem statement is considered by the author after describing aim,
objectives and questions related to the research. Rough idea about the organization is given by the
researcher.
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1.2 RESEARCH BACKGROUND

The researcher observed that although a number of ASD (Anti Smoking Drugs) are there in the market
the rate of smokers are still increasing. The governments take measures to reduce the number of
smokers, but the result is not good. The researcher noticed that the Health Care Organizations
endorsements fail to pass the right message to the people because the advertisements are not clear.
Right message is not expressed to the participants by some advertisements. For smoking treatment
NHS expends millions. Smokers should be conscious about their duty and should be aware of harmful
effects of smoking, once they are treated by the NHS or others. The researcher says that many are
there who try to quit smoking, and they are doing so not because of service providers. It is seen that the
idea of advertisements really works. It is clear that effective promotion strategy work fast and
effectively and give financial support to government on smoking related issues. According to Brussels
Jossen (2005), advertising tobacco control and smoking consciousness programs by government for
improving public health is the best strategy for ASD promotion.

Because of advanced research and technology, the medical industry is rapidly growing. Lot of people
have infection in lungs and other smoking related problems and diseases as pollution and population
grow in rapid speed. Because of consumers request and demand, extended medical services aid
people in finding easily approachable hospitals, pharmacies and surgery. Since the problems related to
health are going on increasing, surgeries and pharmacies are considered as one among the top
business field.

The result is not good even though several researches are carried out worldwide. In last century, nearly
100 million people across the world were dead because of smoking. In England, the death rate reported
was 80,000. For solving smoking related problems, nearly 2.7 billion is used every year says the
economist (web 2, the guardian Feb 2010).

1.3 RESEARCH AIM, OBJECTIVE AND RESAERCH QUESTION

Aim of this research is to investigate the effectiveness of promotion mix to adapt into the market of Anti
Smoking Drugs.

To fulfil the aim of the research the objectives selected are given below

OBJECTIVES
- To discover the endeavors of ASD campaign in tailoring their additional services via pharmacy
to increase the ASDs sales revenue.
- To compare execution of strategy of promotion mix in quit smoking advertisements and
awareness of smokers.
- How market segmentation and strategy or policy of product differentiation can be utilized to
make people aware about anti smoking drug brands.

RESAERCH QUESTION
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- Why smoking rate increases even though there exists a number of ASDs in the market?
- How promotional mix features implemented in pharmacy (Boots) triggers the market of
antismoking drugs?
- Is there any long-term strategy for the ASD to enhance public health?

1.4 STATEMENT OF PROBLEM

Nowadays companies try to earn a position in market by gaining advantage over their competent. For
treating diseases caused because of smoking lot of money is expended by health institutions. The
dedication and expertise of health organization help them to achieve the aims.

NHS concentrate on matters like problems associated with respiration, lung cancer, asthma, smoking of
pregnant lady and smoking trend among youngsters. The pharmacies which sell ASD expect that
organization operates effectively to increase ASD sales. Advanced research to manufacture new drugs
is conducted by pharmacies. Strategy should be designed and developed with much effort and care by
health institutions since culture and opinions of all smokers are not similar. The quitting rate of smoking
decreases if people are not happy with the ASD product in the market and if promotional activities are
not satisfactory. Sometimes, message may not reach to all the people, during this time organizations
want smokers to take the initial step. Since promoting short range products which alter the behaviour is
hard, skill and expertise more than commercial marketer is required for social marketer (Rothschild,
Dec 2009).

1.5 PURPOSE OF STUDY

In increasing the market of anti smoking drugs what role does promotion mix play is examined in this
research. The researcher will focus on competitive promotional strategy and additional services via
community pharmacies like Boots. The trend of smoking goes on increasing inspite of existence of
several ASDs in market. With increase in number of smokers the chances of quitting this habit also
increases, so this will help to increase selling of ASDs through pharmacies and hence to improve health
of citizens.

Another matter of concern is expenses of treating diseases associated with smoking. The selling rate of
ASD can be increased by implementing particular techniques in each type of promotional method. The
expertise and attitude should be changed for good in each field of management to accomplish this
purpose. Finding out how this problem regarding the market can be resolved through applying efficient
promotional strategy is one among the objective of this research.

In improving health of the public, promotion or campaigns and ASDs have got great role. Here it is tried
to find out how relation between ASDs, promotion and public health can be efficiently implemented in
pharmacy.

1.6 COMPANY PROFILE

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John Boots established Boots in the year 1849. He was an agriculture worker. At Goose Gate he
started a herbal medicines shop. In 1877 it was expanded by his son Jesse Boot and started selling
household items. In order to gain status and reputation he appointed expert staffs. They were very keen
to give good quality products in competitive price along with quality of services to customers. Thus by
1980 they had 10 stores. The pharmacy chain got bigger and bigger and had more than 2000 stores by
2010. Boots started doing research, manufacturing their own brands, pharmacies etc. To make people
feel better inside and outside through offering services and health care products is the goal of the
organization. Boots want them to be the first name comes in mind of people when they think about
health products. Expert consultation and advice service is provided by Boots in large stores, prisons,
local pharmacies, care home services, public services, pharmacy. They are able to develop innovative
services for society because of association with NHS and appropriate location. The awareness of
governments about health of citizens is shaped by primary care services provided in pharmacies.

In satisfying requirements of increasing population and in handling financial problems technology is
really helpful. In this case, medical authority and management or leadership are matters which require
great importance. To survive in the unsustainable current Health system over next 15 years increasing
demand, rising cost and uneven quality, if ignored will overwhelm the Health system. This will increase
economic load and cause problems in public health. So innovative technology and new resolution
should be developed now itself to secure the future.

Smoking cessation programmes, consultation services and health or fitness consciousness services
are a few among the services provided by Boots. To help smokers to quit smoking and to give
counselling for them in each Boots pharmacy special provisions are there. Appropriate Nicotine
Replacement therapy (NRT) is suggested by the health advisor or pharmacist by testing the carbon
monoxide level in breath. This improves the mental and physical condition of people and chances of
smoking giving up is doubled. Boots offer several health care services for the public, one among them
is smoking cessation programme. To alert teenagers and to make them conscious about ill effects of
smoking Boots started a new web call QUIT (Web 3 Boots website). In this study, researcher will use
this organization as a case study to carry out promotion strategy to enhance sales of ASD.

Requirements of patients should be considered. Long term strategy should be planned. With the help of
advanced technology in health system it is possible to accomplish this. Patient centric care system can
be developed if Boots, NHS and other health institutions work together.



1.7 CONCLUSION

The author or researcher tries to focus on ASD sales and promotion strategy factors. Execution of new
ideas by health organizations and marketing strategy applied by Boots pharmacy to solve the smoking
trend spread across the world is described by the researcher. The outline about this project is provided
in Chapter 1 by the researcher. The strategy applied for promotion of antismoking drugs is reviewed in
this research. In chapter 2, literature review is used for assessing and verifying the research objectives.
The literature published by economists, strategists and health experts on ASDs is described in chapter
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2. For the purpose of primary research and to offer guidelines several innovative ideas and theories are
described.



























CHAPTER 2
LITERATURE REVIEW


2.1 INTRODUCTION

Literatures related to Anti Smoking Drugs and their influence on smokers is analysed in this chapter. To
increase the sales of ASD in pharmacies like Boots which involved in drugs manufacturing or
production, an efficient tool used is promotion strategy. In order to accomplish the goal and purpose of
the research, assessing or evaluating the opinions, data both published and unpublished, and proof of
the selected subject matter or case is termed as literature review (Christopher Hart 2008). Through the
published data the researcher will get to know opinions of the writers and for performing further or
extended studies examining or evaluating this data will be a good help. In this study lot of already
developed theories, hypothesis, existing concepts and structures will be reviewed and it will be the core
point of the primary research. Three main characteristics like strategy of promotion, organization
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strategy of Boots and ASD pharmacies and branding of antismoking drugs will be considered by the
researcher.

Promotion strategy review, promotion mix factors, applied marketing strategy for ASD, external
environment approach and marketing research stages are described in this section. Boots pharmacys
role, plans for promotion of antismoking drugs and pharmaceuticals presence in the market of ASD is
also explained. Marketing features like methods of promotions, ASD branding, media promotion
strategy, segmentation of the market, resolving the challenges in health care etc areas of authors
concern. A background study for altering services and making smoker quit smoking is done in literature
review and thus ASD selling is increased. The role of literature in knowing the concept is described in
this segment. The research methodology used to gather primary data is chosen according to conclusion
of this chapter.

2.2 RESEARCH AIM AND OBJECTIVES

Aim of this research is to investigate the effectiveness of promotion mix to adapt into the market of Anti
Smoking Drugs.

To fulfil the aim of the research the objectives are given below




OBJECTIVES:

To discover the endeavors of ASD campaign in tailoring their additional services via pharmacy to
increase the ASDs sales revenue.
To compare execution of strategy of promotion mix in quit smoking advertisements and awareness
of smokers.
How market segmentation and strategy or policy of product differentiation can be utilized to make
people aware about anti smoking drug brands.

2.3 EVALUATION OF MARKETING STRATEGY

2.3.1 PROMOTION STRATEGY

In Latin the word promotion means To move forward. In 2009 James F Engel described promotion as
a conversation meant to tell others about ones ideas or views. Planning and performing responsive or
active communication with organizations customers is termed as strategy. In Jan 2009, Hugh G Wales
described that Combination of organized methods of marketing by considering long term
achievements, by presenting solid description about the products to the customers to make them happy
or to convince them is promotion strategy.

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The process of accomplishing the purposes of a company by satisfying the requirements of consumer
is referred as marketing (David Jobber, Jan 2009). To draw attention towards a product and to retain
the customers, advertising is done which eventually will increase the profit (Peter Drucker, Jan 2009).
From organizations strategy and opinion of smokers three features will be kept in mind while planning
the promotion strategy. They are described in the figure 2.1 below

Fig 1 Literature review lay out structure:-











Source:-Compiled by author, Jan. 2011

2.3.2 ASPECTS OF PROMOTION MIX

Advertising, sales promotion, sales by person, direct to consumer marketing, establishing public
relation, by sponsorship and through merchandising are eight features of promotion mix.

Advertising: In 2005 Durden Walley stated that Advertising is above the line and all other features lie
below the line. To oppose the smoking message integration of features of promotion mix can be
implemented or applied. Consumers can be encouraged or prompted to attend quit smoking
programme in pharmacy through the Nicotine Replacement Therapy (NRT) commercials. Efficient
promotion is necessary to prevent vague information of anti smoking ads (Ten Wei Hun, 2009). In
marketing, outdoor campaigns and advertisements in magazine are vital (Johnson and Eilers, Jan
2009). Data can collected from popular culture through several sources by means of efficient
promotion (Solomon and English, 2009).

In 2004 Chaloupka noticed that in stop smoking treatments and in controlling of smoking the NRT
available through over the counter (OTC) and antismoking drugs plays an important role. People are
very much motivated to stop smoking through the anti smoking drugs promotion over the counter in
Boots pharmacy (Web 4 ,Boots website). In decreasing nicotine dependence (ND), reducing the size of
cigarette to half rather than providing more amount of nicotine in a cigarette, will be of great help. For
advertising the evil effects of smoking half of cigarette can be used (Web 5, NHS website). People will
be motivated to purchase ASD if they are provided with self-help kits which help to detect carbon
monoxide (CO) level in lungs.

Promotional Strategy

Strategy of Boots and Pharmaceuticals Branding of ASD
Literature
Review
Role of Boots and Pharmaceuticals
Future plans for ASD promotion
Pharmaceutical Market
Anti Smoking Drugs
Branding of ASD
Market segmentation
Marketing Promotion Strategy
Anti Smoking Drugs Strategy
Consumer Sales Promotion Technique
Media promotion strategy

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Public relation: It is the interaction between an organization and people associated with it in order to
understand the requirements of the public through any channel of communication (Grunig,Aug 2008).
The perception of youngsters is inspired by public health communication (Boer and Seydel 1998).
Strategic management method for implementation of theory to give real application and for campaign
development tools is referred as public relation (Eric Weintraub Austin 2001). Mostly advertisements
meant for social purpose provide opposite results (Wolburg Joyce, 2008). A significant influence is
made by antismoking messages while considering public health point of view (Pechmann C, March
2009). For public relation development and to inspire the youth to stop smoking habit this method of
strategic management is tried in advertisements at recreational centres and youth centres.

Sales promotion: Stuart Mitchell (2005) describes sales promotion as a communication technique
implemented to fuel the need or demand for the product and to make the presence of product in the
market better and the method is set for restricted time. As part of market segmentation strategy,
tobacco advertisements mainly aim at females and youngsters and increase their sales (Mathew L
Myers, June 2009). Many features of tobacco advertisements were prohibited (Christie B 2001). By
reducing the price Pfizer 2006 can do sales promotion efficiently. In 2008, Pfizer got double benefit from
the strategy, that is company saved their popular patent drug and customer got benefit of cost reduction
(Weintraub2007), hence the promotion of sales was done by pharmacies to consumer which resulted in
production expansion (McGuire ,Dec 2009). New opportunities were made available for efficient sales
strategy. In enhancing the sales of drugs to standardize the segmented diffusion model, which in turn
promote sales of ASD, the knowledge of physicians prescription behaviour models play a vital role
(Franklin J carter 2009).

Direct to consumer marketing: Medias like magazines, newspaper, internet and other
telecommunication channels are also used for advertising antismoking drugs, such type is called direct
to consumer marketing (Jerome Hoffman 2009). Compared to other channels of promotions response
of customers is more towards multimedia endorsements. With direct to consumer marketing the
response from viewers were improved 143%, reveals studies (Web 6, warc news 1 Feb. 2010).

Viral marketing: According to Kevork Djanseizan 2008 in order to create brand awareness or spread
the brand name some utilize the already established public network and it is termed as viral marketing.
By means of viral marketing, with the help of online advertisement it was possible to make
consciousness about legislation help in quitting smoking. By 2011, in sports events and festivals, the
tobacco sponsorship will be banned (Web 7, smoking quit info website). Without considering about the
ill effects or outcomes, because of health problems a lot of people consume online drugs. Because of
misleading ads, that is lack of information about risk related to health in advertisements, the food and
drug administration (FDA) warn pharmacies. Thus, in enhancing selling rate of ASD and in making
brands familiar to the people viral marketing has got very special role. For safety, the drugs out in the
market should be consulted before using it, since it is health matter.

Merchandising: Making the products affordable, approachable and visually attractive in order to catch
consumers attention and hence to increase the selling rate is called promotional merchandising. In
order to sustain in the market, the methods and techniques implemented to help commercial activities
are termed as merchandising (Kunz Grace 2007). Christmas merchandise comes under this. Innovative
17
products having best quality and affordable price is peculiarity of over the counter (OTC) which helps
them to hold their market position. Efficient means are merchandising and arrangement in category-
wise. Placing at separate and distinctive place will enhance the selling. In counselling and for selling
ASD, exhibition of popular brands like Nicorette, Nicotell, Nicoderm, and Boots brand with slogan like
Compare and Save sign will prove beneficial (Sandra Levy 2002). It was revealed that among the
teenagers 2/3 are strongly devoted towards brand. Because of this reason to obtain the top position in
the market the tobacco industry mainly targets teenagers (R J Reynolds, Aug 2009). By inspiration
theory or by establishing a brand name the ASD marketing should attract teenagers towards them, then
only it is possible to improve their market.

Sponsorship: By means of advertisements and through advertorial target market, setting strong
correlation between the advertising company and publisher by organizing placement is termed as
sponsorship. Through online marketing sponsorship gain impression and publishers profit and
credibility in market, next 15 years will mark drastic progress in smoking cessation programs in all the
developed and developing countries forecasts the strategy of sponsorship for smoking awareness world
smoking cessation drug market 2010-2025 (John Goldhill, 12 Feb. 2010). By understanding the
motivating factors, opportunities and opponents in the field of ASD, this aim can be accomplished by
smoking cessation sponsorship programme.

2.3.3 THEORY IMPLEMENTED FOR ASD MARKETING

Organizations can add value to the services and develop wellness marketing by understanding
customers requirements and acting accordingly. Two factors which help in gaining progress in
marketing field are activities of sales relations and promotional mix(P. Kotler, Nancy Lee in 2009).
One of the methods used for the purpose of marketing anti smoking program is marketing mix
component states Philip Kotler. The purpose of decreasing smoking rate can be accomplished
through the research concept of four Ps, PRODUCT, PRICE, PLACE and PROMOTION of non-
smoking. The vacillation of these aspects will be effective could be changed as shown in table 2.1





Table 1 Concept of four Ps in research

Product Develop tobacco replacements
In all cigarettes filtering substances is necessary
Reduce size and length of cigarettes
Dont sell cigarettes in packets, sell single cigarette
Application of creative technology to stop smoking
In each cigarette imprint awareness message

Price Trim down the medical, social and life insurance benefits of smokers.
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Make cigarette companies pay for treatment of smoking related diseases and give
insurance for consumer.
Bonuses and other benefits for non-smoker than smokers
Increase cigarette tax.
Place Restricted place to purchase cigarette
Limit smoking permitted places

Promotion Control advertisements of tobacco related products and restrict colourful ads
Make use of medias to broadcast anti smoking message.
Ban advertisements of cigarettes
Provide self-help kits which can be used at home


Source: - Compiled by the Author Jan 2011

Companies are assisted to place the right product, at right price, in the right place to apply proper
promotion strategy by marketing research method. To prevent smoking normative basis analysis has
been tried (Noboko Dorateya 2007). To reduce tobacco intake several methods have been
implemented and their after effects were observed. In order to increase ASD sales, reducing the price,
advertisements and switching of drugs from prescription or OTC will be very effective. The financial
load on healthcare organisations has increased because of smoking (Pechmann et al 2009).

The contingency planning assist some policies and they can control or examine social marketing plan
execution and analyze its efficiency. To ensure the efficiency each phase should be thoroughly
reviewed since organization of strategy is the highlight of social marketing (Boom and Novelli, 2009).
Programme could point towards other purpose if they are not efficient. When compared to commercial
marketer, the social marketer must have smarter skills since promotion of short term, discomforts is
tougher than the promotion of pleasure product (Rothschild, Dec 2009).

In a survey sponsored by government in 1975, out of 10 people, 9 said that they are willing to stop
smoking since they have heard about evil effects of smoking, but didnt quit and 80% of smokers
responded that they know about consequences of smoking. With sufficient and long term planning,
marketers should focus on heavy smokers rather than easy quitters. In terms of external features
which affect counter-marketing problems associated with health antismoking programme can be
categorized.

In meeting consumers requirements, strong bond is there between marketing mix and external macro
environment such as 7Ps of marketing, figure 1. To get the targeted market one should give utmost
concern towards people, process and physical distribution. In ASD market great achievements can be
made by health organisation and pharmaceutical industry, pharmacy managers and staffs if they work
as a team. Marketing mix is more appropriate for long-term policies or strategy because of services and
other related things for consumers and presence of brand in the market.


19



Fig 2 Marketing mix strategy












Source: - Created by t






Source:-Created by the Author, Jan 2011



2.3.4 EXTERNAL ENVIRONMENT APPROACH

The selling of tobacco and its advertisements are affected by political, social, technical and economic
aspects. Kotler describes about promotional features like self detection kit, antismoking messages on
cigarettes, morning after pill for smokers etc. In 2007, in a health communication article Elisia L Cohen
analysed that behavioural theory is implemented in television advertisement. A significant feature of
behaviour theory is smokers self-interest to quit smoking (Ajzen, 2009). He added that education,
health and surroundings are the major aspects of behavioural theory and its influence on conduct of
people is also described. In terms of external features like political, economic, social, technological and
legal approaches which affect counter-marketing problems associated with health antismoking
programme can be categorized.

a) POLITICAL / LEGAL APPROACHES:-

The external factors which effect the strategy of organization is evaluated by PEST analysis model,
figure 2.2. Considering impact of ASD marketing strategy these are illustrated in detail. In public places
smoking should be banned. Many governments depend on revenue from cigarettes which act as barrier
PRODUCT
- Substitute
- Filtering
Membrane
- Shorter length
of cigarette
- Print line PRICE
- Reduce
benefits
- Tobacco firm
contribution
- No premium to
smokers
- Increase
Cigarettes tax PLACE
- No sale
through
wending
machine
- Direct sale to
consumers
- Multichannel
PROMOTION
- Advertisemen
t
- Free gifts
- Competition
- Special offers
- Youth Meting
PEOPLE
- Health care
staff
- Customer
services
- Culture
- Motivation
PROCESS
- Leisure centres
events
- Award
ceremony
- Special
programs
- New
technology
product
PHYSICAL
ENVIORNMENT
- Comfortable
services
- Reliable
process
- Facilities by
health care
organisation


TARGET
MARKET
20
in front of government in controlling smoking. Cultivation and tobacco selling is subsidised by the
government and for making people aware about consequences of smoking they expend millions
(Eckhlom and Eric P, Feb 2010). In 1977, for advertising in magazine and newspaper tobacco industry
paid $300 million and they added $50 billion to national income (Teel, Teel, Bearden and Doohee Lee
Feb 2007).


Figure 3 PEST analysis: External environment














Source: Created by Author, Jan 2011

The consumption place, promotion and cigarette availability etc should be controlled by the legislation
and if sold to minors fines and punishments should be imposed (Des Moines registers 1979).
Paramedics and health care staffs should avoid smoking. Point of purchase advertisement, that is
printing Cigarette smoking is dangerous to your health for educating public about consequence of
smoking is effective than normal warning.

b) ECONOMIC APPROACH:-

In economic point of view, for allocating funds for treatment of diseases associated with smoking,
health tax can be added to the price of cigarette. Smoking is affected by increase in price of cigarettes.
German prisoners exchanged food for cigarette during World war II, this can be quoted as an example
(Radford 2004). Smoker will be aware about financial situation on imposing high tax on cigarettes. This
method is effective but once they become familiar with high price, then this is of no use.

c) SOCIAL APPROACH: -

Categorization of consumers as market segments, information gathering to identify behaviour of
smokers, selecting and delivering appropriate message and to support behaviour change are the main
features of social marketing (Roberto Edward 2004). The market strategy to reduce smoking can be
applied with the assistance of first step in social marketing process listed in fig. 1. While developing the
POLITICAL
- Restricted public smoking
- Impose penalties
- Reduce health benefits
- Smoking awareness
- Restrict availability
ECONOMICS
- Health tax
- Raise price
- Increase in stiff tax
- Additional health cost
SOCIAL
- Market segmentation
- External environment
- Health education
- Contribution of tobacco firms

TECHNOLOGICAL
- Genetic alteration of tobacco
- Nicotine replacement therapy
- Emergency pills
- Subsidize tobacco crop



EXTERNA
L
FORCES

21
strategies, understanding about the factors which encourage and discourage smoking will prove
beneficial. Through formal and informal channels such as education, political, cultural and economical
institution, personal influence and media segmented market is targeted and quit smoking program is
supported. For advertising appropriate method is provided by social marketing. It is described in fig 2.2.
It is social responsibility of smoking industry to contribute for health problems concerned with smoking.

d) TECHNOLOGICAL APPROACH:-

The technological solution for reducing harmful effects of smoking are described below
i) Genetic form of tobacco should be changed to lower the transmission of particles or use cellulose-
based substance as replacement for tobacco.
ii) Since effect created by nicotine gum, spray and inhalers are slow use them as replacement therapy
(Rusell, Feyebend and Cole 2007)
iii) Technology can be used to launch products which repair the smoke related health problems. Eg:
morning after pill

In case of employees, bonus can be given to the one who do not smoke which will ensure less
absentees and will enhance productivity (Weis 2008). Farmers should be persuaded to subsidize
tobacco crops and for treatment of diseases associated with smoking a portion from advertising
expenditure should be contributed by cigarette companies. Non-smokers should be charged less by the
insurance companies. Correlation table will display actual risk involved with smoking. Implementation of
healthy technique to convince is not effective and people get inspired if they see attractive things
(Meyer Friedman, Lazars field 2009).

2.3. 5 STAGES OF MARKETING RESEARCH

In order to satisfy customers requirements and desires a marketing plan is set up, this is termed as
marketing strategy. For successful implementation of strategies of marketing some methods have been
developed by the marketing sector. Consumer-trade promotion, advertising or exposure, product,
perspective and public relation literature are some of the methods of marketing (Web 8, The Times 100,
Oct 2009). In doing the research to recognize the marketing mix for companies three stages are very
important, described in fig 2.4. To gather the data before the research, the stages in this research is
helpful. It will also assist in developing marketing mix through gaining knowledge about view of
consumers. Prior to marketing activity is the 1 stage and it supports gathering of secondary data that is
conducting market research. Marketing mix is developed during 2 stage, during marketing activity. The
efficiency of marketing activity is reviewed in the last stage.

Fig 4: Stages of Marketing Techniques

22

Source: The Times 100 edition, Jan 2011, (website of the times100.co.uk)

In encouraging youngsters to be a non-smoker, antismoking advertisement plays a major role.
Generally, authors use protection motivation theory for studying adolescents advertisements.
Hypothesis on awareness created by advertisements on teenagers is developed with the help of this
theory (Cornelia Pechmann 2008). Because of awareness of social disapproval and risk related to
health nearly 40% of teenagers stay away from smoking.

Risk strength, susceptibility, self-sufficient behaviour and reaction towards risk are the four perceptions
which improve individuals motivation to protect themselves from outcomes of risk describe protection
motivation theory (P Roger 2007). For high school students who are aware about alcohol, tobacco and
drugs multiple intelligence theory is developed by Howard Gardner. To make people conscious about
harmful effects of smoking Apple learning interchange lesson programme named rap has been
introduced.

2.4 ANTISMOKING DRUGS

As smoking is very serious matter World Health Organisation is keenly trying to eradicate this. In the
effort to overcome the harmful consequences of this on health of the public, because of its special
characteristics, marketing tools can lend a helping hand (NHS 2009). Because of smoking,
approximately 121,000 people die per year in UK, observes the health education authority (Statistic
figures in 2009). Out of them 38% because of cancer (2/3 of lung cancer), 34% of heart disease and
respiratory disease kills 28%. Most people die because of lung cancer. Every year 3 million people
across the world die ahead of time and studies show that by 2030 it will increase to 10 million per year.
1.2 million people die prematurely per year in EU (Web 8, WHO 2009).

Lung cancer and smoking is closely related (Dr. Richard Doll 2009). This connection is denied by
tobacco companies. The cause of lung cancer because of heavy smoking was proved with evidence
(Philip Morris 2010). In 1969, WHO defined addiction and proved that nicotine causes addiction. While
smoking tobacco is burnt causing release of smoke and absorption of active substance called nicotine
by lungs (Phillip Morris 2010).Anti Smoking Drugs (ASD) are the drugs used to stop smoking and are
prescribed by practitioners and are available in pharmacies.

Several smoking control prices have been noticed as a result of spreading smoking trend all over the
world. The reason for occurrence of this trend is demographics and economy. In many countries sales
23
restriction, promotion control, control of policy related to cost and territorial packaging requirements are
efficiently employed (Rajeev K Goel and Michael Nelson 2004). Passive smoking is also harmful for
health (Manning et al 1989). It is estimated that because of smoking nearly 10 million will die per year
by 2030 (Saffer and Chaloupka 2000). In countries having heavy tax rates consumption of tobacco is
less when compared to the countries where price policy is not there (Czart et al 2001).

ASD development needs additional thorough research. Nicotine replacement therapy, cystein, drugs
acting on cognition function of human being and antidepressant like several types of medicines are
existing to reduce the effect of smoking. Death rate is increased because of smoking (WHO 2005). With
Department of health, London 1998, UK government has introduced services for quitting smoking.

2.4.1 ROLE OF BOOTS PHARMACY

The role of ASD campaigns in improving service through pharmacy is determined in this research.
Boots is one of the famous pharmacy, health and beauty retailer chain in United Kingdom. Their
objective is to provide service to people so that people feel and look good. In order to support National
Health Service, Boots conduct an admirable public health service, Smoking cessation programme. In
the pharmacy counseling is given to customers and they also aid assistance in giving up of smoking.
NHS get great help from Primary Care Trust (PCT) in organizing seven free services to all pharmacy
customers every year and in providing public health services on primary level (Web 10, PCT website).

Consultation is offered by pharmacies by selecting Nicotine Replacement Therapy (NRT) considering
the customer and carbon monoxide level (CO) in breathe is checked (Web 11, Boots website). The
chance of quitting smoking has been increased 50% through this programme (Noboeko et al 2007). To
make youngsters aware about ill effects of smoking and to make them quit smoking new web call quit
has been introduced (Web 12, Quit. com). Inspite of availability of lot of ASDs in the market why
smoking rate is increasing is analysed and for long term purpose what marketing mix can be
implemented is examined in this research.

2.4.2 BOOTS FUTURE PLANS FOR ASD PROMOTION

In smoking cessation programme of NHS pharmacies help them. In quit smoking programs Boots give
their share through consultation and advising customers. Consumers are made conscious about
harmful effects of smoking on health through medication use review. Smoking treatment offered by
pharmacies will be helpful for public. The mental behaviour of smokers to stop smoking are studied with
the help of new Pro-change programme and assist in sustaining non-smoking phase. In
accomplishing long term success this programme is beneficial with the support of NRT.

The self-changing awareness of smokers is identified and health consciousness is made with the help
of Trans-Theoretical model of behaviour change (James Prochaska 2009). Consumers like college
smokers who involve high risk are not efficiently served by existing marketing strategies. When
compared with other pharmacies Boots success is 25-30% more in this area. For expectant mothers
also Boots provide smoking cessation programmes.

24
2.5 PHARMACEUTICALS PRESENCE IN ASD MARKET

Chantix is an anti smoking drug launched by Pfizer pharmaceuticals, the leading international medicine
production company. Pfizer sell their pills for $3 per day in place of $8 to $10 for cigarette. Spending for
cigarettes is described as Paying to make yourself sick by Director of Pfizer (Terri OGorman 2009).
For calculating the price spend on cigarette calculator is displayed in the website of Pfizer (Web 13, my
time to quit). Price promotion strategy helps Pfizer to gain the competitive advantage in the market.
Three fold cessation rate is shown by Champix, the antismoking drug launched by Pfizer in Jan 2007.
Smoking craving is diminished by operating on brain receptor. This drug acts on the same receptor in
which nicotine is working and lessens the longing (Kate Cahill 2007). Pfizer pharmaceuticals are trying
to develop new innovative drugs.

2.5.1 MARKETING STRATEGY OF GSK IN ASD

The second position among international pharmaceuticals is hold by GSK and in 2007 they earned
37billion. Though GSK did not release new products for last 10 years, their future strategy is rethink
area of therapy by diversification and innovative technology such as oncology. For accomplishing long
term purpose efficient strategy is applied by GSK (Web 14, GSK websites). New challenges in front of
GSK are implementation of new technology for development of ASD and drugs for lung cancer.

2.6 CONSUMER SALES PROMOTION TECHNIQUES

The people who want to lessen consumption of cigarette use Nicotine replacement therapy (NRT) and
lessen harm. NRT is used by expectant mothers also. As a product to lessen harm the license of
nicotine product is extended by the medicines and health care product regulatory agency (MHRA). Only
Nicotine Inhalators license is extended and other products are applied for extension (Pharmaceutical
Journal, 6
th
Feb.2010). Government is considering the licensing matter of other NRT products. National
Institute of Health and clinical excellence (NICE) citizens council considers harm reduction as a
suitable strategy to assist in quitting of smoking.

To overcome addiction harm reduction method is good describes the council and they adds that
compared with smoking outcomes it is less harmful. For making our future smoke free smoking should
be banned in public places, stopping vending machine sale, plain packaging and restriction on cheap
illegal cigarettes are necessary (Andy Burnham 2010). In smoking quitting programmes pharmacies
work with local National Health Service (NHS) centres. The people who do not want to involve in quit
method could try this (Department of Health 2010). Display of cigarettes in vending machine and shops
are banned by the Scottish government and medical services for tobacco consumers are improved (Bill
2009). ASD selling rate can be increased by making tobacco products unavailable in the market and
controlling tobacco promotions. 95,576 smokers quit smoking and 45,749 used varenicillin (Champix)
with the support of NRT. This is the highest success rate in smoking habit giving up (Web 15 , statistics
on NHS stop smoking services England).

If in a house smoking is prohibited then teenager in that house is less likely to smoke proves research
done by Alison B Albers (2008). Giving description about long term effects of smoking on health is not
25
efficient in case of teenagers. Information about the cosmetic effects of smoking such as yellow teeth,
smelly clothes, dirty nails and bad breathe will have significant influence on teenagers and will cause
antismoking. While advertising ASD products the cosmetic information can be efficiently used and it will
help to increase the sales (Michaelidou et al 2008).

2.7 BRANDING OF ANTISMOKING DRUGS

To make the position in the market safe price promotion strategy along with competitive action is
necessary (Nijs et al 2001). Consciousness, motivation and capability to react to competitive action are
the three behavioural competitive reactions described by the strategists (Chen Min Jer et al March
2010). Huge marketing budget and broader distribution network are the qualities of strong brands
(Reibstein and Faris 2009). Through authority of their brands in the market their actions are visible
(Corstjens 2009). To make the presence of brand felt in the market, ASD items can be distributed to
smaller and larger retailer.

In strong market, profit margin is huge describes economic theory. So in this case, competition should
be in terms, other than pricing, like promotion and advertising (Ramaswamy et al 2009). To sell ASD
products advertisements should be efficient since in research and development of drugs huge amount
is spend so pharmacies who manufacture their own brand and drug manufacturing companies cant sell
ASD products at competitive price.

2.8 MARKET SEGMENTATION

Nicotine gum, Lozenges, tablets, Nicotine products as Inhaler and Spray and patch is described as
product segment. For the period of 2000-2015, this product segment was reviewed from primary and
secondary research with complete report for various pharmaceuticals (Web 16, research and markets
Jan 2010). There is wide technological and commercial scope for development of new smoking
cessation products as the existing products are not that efficient. Sales will be enhanced with release of
new smoking cessation products which pharmaceutical market segment. Many products are in
development phase. More money will be expended on smoking dependency and ASD sales will be
increased foresee the emerging financial status. Through efficient products and therapies
pharmaceutical industry will rule during 2010-2025.

The longitudinal data gathered from 10
th
grade student is used to describe the teenage smoking
initiation and risks related to smoking by Anna V Sang in her study in 2009. Risks involved with
teenagers, who does not have enough awareness about long-term smoking, is 3.31 times more than
others explains research conducted. The fact that high risk is involved in smoking started at teenage
stage is revealed through this. Teenage, youth group and adults are the basis for market segmentation.
This is beneficial in making ASD advertisements considering outlook of different age category smokers.

For communication people use several media. These media habit can be made the basis for consumer
segmentation (Jun Heo, Chang Hoan Cho, Sep 2009). Smokers may be influenced by promotion of
ASD through audio and video media which may result in purchase of ASD products as a result of
market segmentation. ASD purchase by pregnant women can be increased with the help of smoke free
26
pregnancy support advertisements. Expectant mothers and her partners smoking habit can harm
babys growth and may cause lung infection, asthma, brain and heart diseases. In order to quit smoking
keep mothers motivated throughout pregnancy and after delivery with calendar tips so that
complications can be minimized (NHS Choice 2008).

Consumers can be motivated to purchase ASD products with the help of price promotion strategy
(Boulding et al1994). At competitive price Boots products are available in the market.

2.9 PROBLEM SOLVING BY MEDIA PROMOTION STRATEGY

The thing which is given utmost importance while choosing media promotion strategy is that it should
reach the targeted people. Media viewers, distribution of media, advertising coverage and publicity,
content of advertising and reaction of consumer are the important categories for planning and review of
media (Engel, N K Kwak 2005). Identification of number of viewers and average number of exposure is
vital for media schedule so as to meet the intended target market.
In media planning price and competitive consideration is of great importance. Qualitative information is
exposed through advertisement so it is vital. Appropriate advertising method can be selected by
determining the targeted viewers and rating of programme. Cost effectiveness can be achieved if media
is chosen considering the cost.

Location and size of medium is important in media scheduling. The result wont be increased with
increase in size of the ad. Media coverage for ASD is increased with increase in distribution of
promotion to the square root of space (Philip Kotler 2002).

Information should be gathered through logical procedures and research thinking is necessary for
promotion. The variable which resulted in choosing of ASD is represented by creativity and imagination
for the media promotion.

2.10 CHALLENGES IN HEALTHCARE

In UK, the major reason behind many diseases is smoking. Last few years it is seen that number of
adolescent smokers are increasing while the rate is decreasing in case of adults. In smoking
discouraging peer support plays an important part (Audrey et al 2009). In reducing tobacco intake in
youngsters community based approach is also beneficial. Illegal sales of tobacco should be restricted.
Community related approach also involves aggressive promotion and increasing cigarette price (John P
Elder 2001). The existing smoking cessation products have got some side effects and they lack
efficiency. So chance is there for research and development department of pharmacies to launch new
effective ASD products (Web 17, visiongain 2010). Smoking cessation programmes are not reaching to
majority of smokers. For tobacco dependency treatment government is utilising lot of money. To identify
behavioural levels in society, health promotion activity is significant. Antismoking programme should be
expanded to several levels to accomplish the goal (Reddy S P and Swart D, 1998).

2.11CONCLUSION

27
A new strategy for ASD promotion can be developed by integrating promotional strategy, ASD branding
and Boots and pharmacies. In future, spending in sections like sales promotion, direct to consumer
marketing and advertising public relation will increase. By means of promotion of mass media, research
can be carried out on marketing mix strategy of product, promotion, price and place. To get advantage
over competitors targeted markets external factors like political, economical, social, and technological
will be analysed.

In pharmacies, consultation services to make people conscious about health problems and teenagers
awareness has got significant role. Innovative products like electronic cigarettes can be developed and
the industry of pharmaceutical should be made efficient. To know more about smokers attitude sales
promotion methods like protection motivation theory and behavioural theory can be applied. ASD selling
rate can be improved with the help of innovative NRT and teenagers cosmetic effect. In order to
increase ASD sales, age, price and age wise market segmentation can be implemented. Like tobacco
advertisements ASD promotions also should be energetic, motivating and active in order to attract
youngsters.










CHAPTER 3

RESEARCH METHOD


3.1 INTRODUCTION

The different techniques of research and processes employed to reclaim the facts gathered through
primary research are negotiated in this section. The entire constitution of the survey is described by the
research methodology. Research methodology is described by Croswell J (2010) as the evaluation of
standard techniques, guidelines and assessment an investigator uses. Through analysis, design and
testing to accomplish the goal, the result is acquired by methodology, from the origin of the problem
(Ronald Leroy Burback, 2008). The directive methodology and profound analysis are chosen with the
help of marketing strategies. To determine appropriate investigation techniques, a mixture of primary
and secondary data are used.

As a result of existence of different kinds of strategic management research types and design tactics it
is really difficult for the researchers to decide the one which will help them to achieve the intended
purposes. Furthermore the methodology can be opted only after considering the availability of the
28
resources and other timing issues. So methodology varies with the researches in order for the
successful completion of the study (Sutherland, 2004).

The assumption or argument described in the research and information gathered are connected using
research design (Nachmias and Nachmias, 2008). The objectives and aim of the research, research
method outline, quantitative and qualitative method, the implemented method of research, justification
for the methodology chosen and sampling techniques, justification for using the organisation,
conclusion, research limitations etc are included in this part.

In this research project the author will make the influence of research process 'onion' for methodology,
which was thrown up and created by Saunders et al. (2003)

Figure 3.1 Saunders et.al Research Process Onion


3.2 RESEARCH AIM AND OBJECTIVES

AIM: To scrutinize the efficiency of promotion mix to adapt into antismoking drugs market.

To accomplish the goal of this study, the subsequent objectives are drawn.

OBJECTIVES:

29
To determine the efforts of antismoking drugs campaign in modifying their supplementary services
through pharmacy to boost the sales of antismoking drugs.
To associate smokers awareness and the execution of promotion mix strategies implemented for
end smoking campaign.
How to generate brand consciousness of antismoking drugs through the market segmentation
executed and product differentiation strategy employed

Both primary and secondary data is implemented in the research to attain the objective. Using
questionnaires, primary data are gathered and for secondary data gathering, academic journals,
newspaper, articles, books and internet are used. To scrutinize the data collected by primary research,
the chapter now give attention to the methodology employed.

3.3 GENERAL OVERVIEW OF RESEARCH METHODS

Depending upon the country and culture, research methods may vary. Surveys, observation,
experiment and existing data are the different types of research. Questionnaires and interviews are
employed in survey method to gather large amount of data. The review of major techniques, rules and
theories used by the researcher is termed as methodology.

To widen explanations and result, research is designed to additionally concentrate on the needed
project. The constitution of research method explained by Torchim WMK(2006) shows the capability to
implement the theories in the situation (Saunders et al 2007). To identify the distinctiveness of each
methods and subdivisions, the researcher employs several research methods (Allen and skimmer
1991). Positivism, realism and interpretive are the three major techniques proposed by research
philosopher Chapman (2005) to conduct research in business management.

3.3.1 POSITIVISM

Positivism can be termed as a philosophical concept, which acts on a noticeable social actuality .The
activities of a person is influenced by the social law and positivism rely on this law. To acquire
consistent quantitative facts and to accomplish a goal, techniques like questionnaire or structured
interview are employed by positivism. The implementation of technique in area of marketing is the
Quantitative marketing research .It has strong base in positivism and modern marketing perspective of
four Ps (Bradman et al 1998).

3.3.2 REALISM

In realism, the method is the inner dimension of the analysis because the illustration of realism
functions in various areas. Here the scrutiny is value-laden and the apparent procedures are aimed by
the methods and make up (Norris 1999, P Dobson 2002).

Contradiction or difference is not there between observing logical views as independent issues in the
existing condition and understanding of our opinion about them as chronological matter (Norris, 1999).

30
Realism claim for the entire make-up, customs and principles and it wouldnt focus on single analysis of
the group (Bhaskar1991, 76). According to Mingers, in operation research and management system
and service realism is beneficial. Realism is useful for operation research and management service and
system (Mingers 2000).


3.3.3 INTERPRETIVE

In 2005, Bruce Rowland stated that by handing over the responsibility, the managers are made aware
about the facts in interpretive research method (2005). By close association involving researcher and
surveyor, the information is acquired with the help of social forces like language is the theory used for
interpretive research. Walsh says that, the procedures and facts having social perspective and which
controlled through sociology is developed using interpretive methodology (Walsh 1995). Even though
there are many methods of employing the quantitative information, interpretive research mostly uses
qualitative techniques for gathering and evaluating information. The determination of implication of
framework to study the existing condition is the main responsibility of this approach (Klein and Myers
1999).

Since assessment of the smokers awareness is the intention of this study, the investigator had chosen
the positivism approach, so as to get an idea about the research. The answers are not manipulated
by investigators personal incidences as the opinion of consumer is considered in positivism method.

3.4 RESEARCH METHOD

Research method is known as the process and strategies for the research (Creswell, 2009). To make
the research meaningful decisions are also included. The design is tailored with respect to the nature of
the research. Research design is the skeleton of the research study. Qualitative and Quantitative are
the two types of research methods and they are described below.



3.4.1 QUANTITATIVE RESEARCH

According to (Saunders et al. 2007) quantitative research is generally employed in data gathering
method which generates and makes use of numerical data. To identify the thoughts, feelings or
variations in the activities of the respondents, quantitative research techniques are employed. The
researcher has exact idea about the research and what he needs from the research. The data acquired
through interviews are purely descriptive and independent. With the help of large scale survey which do
not take much time of the respondents, figures or statistical data is created in quantitative research. As
it involves numerical data its efficiency is more. The main disadvantage is that sometimes it may miss
important background information.

3.4.2 QUALITATIVE RESEARCH

31
Generally, qualitative research is applied in information gathering methods like emails which produce
non-numerical information (Saunders et al. 2007). It provides detailed information. Before conducting
the research, the researcher wont have complete idea about the whole process and what they want.
With progress in research, the design of the research is developed. In order to understand
psychological aspects of individuals researchers try qualitative research. The disadvantage is that it
takes time and chance of biasing is also there.

To attain the goal of this study, the researcher employed Quantitative research technique since
statistical information is more effective and accurate.

Exploratory, descriptive and explanatory are the three designs research as per literature of
methodology. Saunders, (2007) describes that all the designs are meant to fulfil particular purposes.

3.4.3 EXPLORATORY RESEARCH

The prime objective of exploratory research is to collect the initial information to identify dilemmas and
abolish hypothesis (Kotler et al 2006 ). Corsini (2002) states that Exploratory research is a
congregation of relevant facts and outlook for grounding of research. For gathering information from
literature, determining skilled opinions and undertaking pilot analysis for retrieving the feedback of the
respondents, exploratory research can be employed and so the exploratory research design is elastic
and resourceful. Advanced tools are developed by these methods and it examines the main processes
(Kumar 2005).

The author will use the exploratory research as the data collection method used in literature review to
contrast with data collected in fieldwork to meet the research aim and objectives.

3.4.4 DESCRIPTIVE RESEARCH

Data gathered through exploratory research is explained in this research and it additionally clarifies the
reason behind social nature of the research. Hence the research is descriptive type. To determine the
reasons for the result, the result of the study could be additionally verified. By the generation of
theories, the study is designed before only. The calculation of the units in particular population to
describe behaviour of the consumer and the opinion of consumer about the features of the product can
be explained through this technique.

To make assumptions and to find out the marketing variables, this technique can be employed. Most
appropriate qualitative techniques for this research are survey, focus group observations and panel
interviews. The feeling of respondent or smoker and the reason for that feeling, are identified using this
type of research.

In 2002, Mcnabb stated that opinion of consumer and descriptive behaviour in certain circumstances
can be obtained through survey employed in descriptive type of research. To portray market capability
for product demographic outcome on customers and their approach towards markets (Kotler et al 2006
p 122). The researcher will employ this design to find out the smokers perception and to outline the
32
long term strategy for identifying the behaviour of consumer and the role of pharmacies to build up the
product quality.

3.4.5 CASUAL RESEARCH

Scrutinizing hypothesis and to discover the relationship between effects and reasons is considered as
the prime of objective of this research design (Kotler et al 2006). Moreover as this method is related to
experiments done in lab it is also termed as experimental design. By the utilisation of one or more
independent variables, this technique tries to ascertain the causation. For verifying the type of
relationship by identifying the dependant and independent variables, this technique is implemented.

For introducing theory for data analysis, it is required to bring in deductive and inductive approach to
gather data so as to be more reasonable regarding the qualitative and quantitative methods (Sounder,
Lewis p et al 2007 pg 15).

The comparison of deductive and inductive approach are given in table 3.4.2

Table 3.4.1 Comparison of Deductive and Inductive research approach

Deductive approach Inductive approach

It is initiated by theory and reposition to hypothesis by focusing on
objectives of the research.
Begins with close perspective of
research.

Quantitative approach is performed in the research
Uses qualitative approach for
generating theory
Uphold idea of experimentation for testing hypotheses

New theory is created for research
prominence.

Source: Saunders M, P. Lewis et al (2007)

Considering the above description the researcher will chose Descriptive research design with
Deductive approach while quantitative method is used for data collection.

3.5 DATA COLLECTION

The primary and secondary data collections are the two types techniques used for gathering data.

3.5.1 PRIMARY DATA COLLECTION

Several methods are employed by the researcher for this objective or purpose and it differs with respect
to questionnaires and survey research. In survey research the questionnaires are administered well, so
33
it is regarded as the widespread procedure of data gathering. Mainly four issues are thoroughly
examined while doing survey research:

1) Communication method selection.
2) Amplifying responses to survey
3) Design of questionnaire
4) Preparation of questions by applying all the three types ie. direct, indirect and attitude
questions. (Anderson, 2009).

In manual analysis associated with collecting statics and surveys primary data is employed. For
evaluation of methods of quantitative and qualitative research, several manual formats are included in
data input sheets. Based on the aim and objective of research, the technique is chosen.


3.5.2 SECONDARY DATA COLLECTION

Statements and theories made by other researchers and which can be applied to accomplish the
purpose of the current research is secondary data. To conserve time used to gather information, the
secondary data is collected. According to Saunders, the changes in earlier condition or progress are
determined by the researcher through analysis of previous database and provide steps to commence
solving the research problems (Saunders 2007).

Below some features related to data analysis in secondary research are given (Encyclopaedia 2008):

o Researcher considers promotion mix and information regarding antismoking drug sales
o The primary data gathering technique
o Time and kind of data gathered
o Questionnaires are employed in research method
o Reliability and achievement of data gathering and source of it

News papers, academic journals, marketing books, published articles, business and pharmaceuticals
journals, National Health Services principles, Boots pharmacy data information, related organisation
information data base, website etc are the sources of secondary data related to this study. For
gathering data on smokers awareness, brand loyalty and their feelings towards stop smoking
questionnaire was developed. Promotion mix and sales of ASD are estimated on the basis of
questionnaire developed to find out the information. Therefore, to solve the problems related to
questionnaire primary and secondary data is blended and used.


3.5.3 QUESTIONNAIRE

Questionnaires are the most effective method to gather data from large group of people. Close end
question is usually best to research design even though questions can be of open end or close end
type in order to get statistical report. Questionnaires help to save time and unwanted cost. Since the
34
researcher has no record of respondents, probability of individuals being honest is more (Creswell
2009). This technique have great secrecy since there is no personal contact between respondents and
interviewer (Kumar, 2005 p 130). At the same time, many limitations like low response rate, imperfect
data and design problem are possessed by the questionnaires. Questionnaire method is most excellent
for gathering data from large area and effortless to study, despite of some drawbacks.

Professor supervised the author while preparing the questionnaire for this research. With the help of
suitable well-prepared questionnaire the data was collected from Boots pharmacy. Features like
explanation of questions, very clear expressions, orderly, detailed information and pleasing design are
possessed by the questionnaires.

Knowledge, opinion and plans of people can be found out using questionnaires states McNabb (2004
pg 150).

3.6 JUSTIFICATION FOR RESEARCH APPLICATION

To identify smokers consciousness towards quitting the smoking, theoretical notion called positivism is
employed in this research. In marketing area, the method which saves cost and time is questionnaire.
Hence, positivism questionnaire technique is employed by the researcher. The objective of the research
is accomplished and the theory is tested by examining accurate data by using the statistical data. That
is the motive behind employing quantitative technique in this study. Since secondary data is employed
to remove hypothesis in the study, it is exploratory. Since features such as awareness of smokers and
behaviour of consumer are studied several section of the research is of descriptive nature. Considering
the objectives of the research, for hypothesis testing quantitative method is employed, so research
implements deductive method. To study the factors such as gender, age and origin of the smoker,
which assist in ASD promotion, mixed population group sampling method is employed.

For examining marketing strategy for ASD sales Dimitrova and Naboko Petkova (2007) employed
comparative analysing technique in articles associated with this, so quantitative research technique
give explanation in this research. From IMS Pharm MIS journal, the techniques implemented for
Nicotine dependant therapy drugs sale and growth are gathered. To study the effects of usage and
frequent purchase, Trial-Repeat model (Komakura, Bal Subramanian and Richford, 2000) was
employed. Practitioner of marketing will be helped by this model. To estimate sales, using segmented
diffusion model behaviour of physicians are found out says Ravindra chitturi and Franklin J Carter,
2009. To determine the effect of ASD campaign via multimedia on smokers of each gender, in three
months time 1000 individuals were randomly selected and observed (John Pierce 1989).

In related areas in the research, the quantitative research technique was employed. So for
accomplishing the purpose of this study, quantitative technique is most appropriate. Majority of smokers
get consultation and buy ASD from pharmacies, so choosing Boots pharmacy for research purpose is
apt. Pharmacy can make big contribution in making smokers give up smoking and to increase the sales
of ASD. Based on the response towards the questionnaires, new strategy for promotion can be
designed or selected.

35
3.7 LIMITATION OF RESEARCH

The main limitation was the restriction of time where data might not be acquired for long period to
represent the correct status. Because of social concern, the smokers were not willing to reveal their
private matters. Since promotion and income from sales are closely linked, approximation of accurate
sales revenue was not approved by health system employed in the country. The retrieval of data are
not be permitted by the factors of promotion mix like viral marketing and merchandising. The author
was not able to carry out the thorough research in depth, because of financial reason.


3.8 CONCLUSION

Positivism approach was implemented in the research. To explain the theory descriptive method
was used. Since questionnaires were used and it comes under exploratory research, it can be said
that quantitative research technique is implemented by the researcher. Sampling was carried out with
the help of mixed population group analysis on gender, origin and age. The ASD sales depend upon
the selection of the product by smoker. The next chapter will examine or review the response or
feedback got from applying the research methodology explained in this chapter.























CHAPTER 4

RESEARCH FINDINGS AND ANALYSIS
36


4.1 INTRODUCTION

The data gathered from primary and secondary research are scrutinized in this chapter and it make use
of the methodology described in the previous chapter. To extract distinct framework, especially for
marketing services and products, skilled researchers employ market research and so research analysis
is really important (McDonald Malcolm 2007). The research methodology we talked about in the third
chapter is employed by the author. The research questions we talked about in chapter 1 is answered by
statistical analysis and the response for the questionnaires in percentage are also given. The research
findings and analysis data are described by the researcher with the help of the points given below, to
accomplish the objectives and aim of the research.

By restating the research objective which is followed by examination of the research and interpretation,
the research findings is verified by the researcher. Percentage analysis and statistical analysis are
employed to demonstrate the elucidation of information got from the primary research. Research
findings will be designed in such a way that, it will help to determine the findings from the secondary
research, and after that evaluation of data will be done to wind up the findings. This research employed
both primary and secondary data analysis so as to attain the objectives. Several survey methods are
used to review the primary data and to give reason for doing the research secondary data collected
from variety of sources will be reviewed. For easy comprehension, different graphs, charts and tables
are comprised in this chapter.

4.2 RESEARCH AIM AND OBJECTIVES

AIM:

To scrutinize the efficiency of promotion mix to adapt into antismoking drugs market

To accomplish the goal of this study, the subsequent objectives are drawn.

OBJECTIVES:

To determine the efforts of antismoking drugs campaign in modifying their supplementary services
through pharmacy to boost the sales of antismoking drugs.
To associate smokers awareness and the execution of promotion mix strategies applied for end
smoking campaign.
How to generate brand consciousness of antismoking drugs through executed market
segmentation and product differentiation strategy

4.3 RESEARCH PREVIEW

To identify whether the smokers are using the ASD suggested in smoking cessation programme, the
attitude of smokers are find out with the help of questionnaires. At the same time, how smokers attitude
37
is considered during designing strategy for promotion is also evaluated. The researcher gathered the
information from Boots pharmacy. 250 questionnaires were supplied by him. Two different branches of
Boots pharmacy were selected and he gave 125 questionnaires to each branch. With the intention of
getting further feedbacks or response, the researcher gave questionnaires, even though one of the
pharmacy was not having enough smoking clients. Only 167 questionnaires filled and got back out of
250 questionnaires. Rest of the clients denied filling the questionnaires because of social fear or not
willing to disclose personal confidential information.

To obtain definite information, close-ended questions were set and last question was open-end type. To
conserve their time and make it more easy and enjoyable, the respondents were requested to mark in
appropriate boxes.

4.4 PRIMARY RESEARCH FINDINGS

In chapter 1.3, the data gathered through questionnaires are collected and reviewed to respond to
research questions.

4.4.1 DEMOGRAPHICS

The description given below are the questions asked about the demographic features like ethnic origin,
age and gender. In percentage analysis, the findings are denoted as follows

4.4.1a. AGE

To efficiently advertise ASD considering age category of smokers it is necessary to obtain the age
group of smokers. So this question was included. Promotion appropriate for age group and
advertisement for youngsters are examples. For youth, middle age and older people, diverse types of
advertisements will be required. The percentage of age group as less than 18 , 18-34 is 20% , 35-44
and 60+ are the same percentage, where as 45-59 is 22% are revealed in the following table 4.4.1 and
graph 4.4.1.


Table 4.4 .1 Percentage of age frequency and age group

Category Frequency Percentage
<18 0 0
18-34 33 20
35-44 49 29
45-59 37 22
60+ 48 29
Total 167 100

Source:-Compiled by author Jan 2011
38

Graph- 4.4.1 Percentage of age frequency and age group



Source:-Created by author Jan 2011

4.4.1b.Gender

To divide smokers, depending upon the sex to review the strategy, this question was set. For example,
by giving definite guideline for expecting mothers they can be made conscious about smoking habit.
The division on the basis of gender is depicted in Table 4.4.2 and graph 4.4.2, and from this we can
clearly understand that the supreme percentage of smoking is displayed by female.

Table 4.4 2 Percentage of gender frequency and gender category

Category Frequency Percentage
Male 53 32
Female 114 68
Total 167 100

Source:-Compiled by author Jan 2011

Graph 4.4.2 Percentage of gender frequency and gender category

0
20
29
22
29
0
5
10
15
20
25
30
Frequency
<18 18-34 35-44 45-59 60+
Age
Age Measurement
Percentage
39



Source:-Created by author Jan 2011

4.4.1c. Ethnic

To scrutinize the target market for ASD promotion, this question was set. The advertisement of ASD
can be made more effectual, if specific advertisement were developed to target particular category of
people. Categorization of ethnic origin group is illustrated in the Table 4.4.3 and graph 4.4.3, and here
we can see that the group which is extremely addicted to smoking is the white British and at the same
time 70% among them wanted to give up smoking. In the survey, not such respondents were there who
was of different ethnic origin.

Table 4.4.3 Percentage of ethnic frequency and ethnic category

Category Frequency Percentage
White British 117 70
White other 30 18
Asian 20 12
Total 167 100

Source:-Compiled by author Jan 2011


Graph 4.4.3 Percentage of ethnic frequency and ethnic category

Percentage
32%
68%
Male
Female
40


Source:-Created by author Jan 2011

4.4.2 PROMOTION THROUGH PHARMACY

Question

What is the motive behind smoking (question no 7 in the questionnaire in Appendix)

To determine the motive for smoking and awareness of smokers, this question was set. The psychology
of smokers can be identified through this data so as to ask them to purchase ASD. In ASD promotion,
the promotion technique like consultation and counselling campaign will be effective. The data obtained
will help to determine the motive or reason behind smoking. The smoking reason is disclosed in Table
4.4.4 and graph 4.4.4. Stress is the main reason for smoking in 47% smokers. Enjoyment, habits etc
are some other motives which leads to smoking addiction.

Table 4.4.4 Percentage of smoking frequency and smoking reason

Category Frequency Percentage
Stress 78 47
Peer pressure 18 11
Influence by family 22 13
Other reason 49 29
Total 167 100

Source:-Compiled by author Jan 2011

Graph 4.4.4 Percentage of smoking frequency and smoking reason

Percentage
70%
18%
12%
White British
White other
Asian
41

Source:-Created by author Jan 2011

Question

Which referral method you have employed? (First question in questionnaire given in appendix)

This question was set to determine how smokers came to know about smoking campaign. To collect
more information from smokers, open-end question was set and in the questionnaire, and an additional
option like other (please specify) was also given. Additional information regarding the promotional
activity will be obtained through this type of open-end question. The group or process who advice
smoker to go for smoking cessation programme is termed as the referral process. The percentage of
smokers taking counsel from various categories is shown in table 4.4.5 and graph 4.4.5. Since a lot of
smokers encounter health problems, percentage of GPs are maximum 44%, while advertisement also
has a better influence on smokers awareness.

Table 4.4.5 Percentage of information category and referral process

Category Frequency Percentage
Self 22 13
GP 74 44
Health professional 13 8
Poster/ Advert 58 35
Total 167 100
Source:-Compiled by author March 2010

Graph 4.4.5 Percentage of information category and referral process

Percentage
47%
11%
13%
29%
Stress
Peer pressure
Influence by family
Other reason
42

Source:-Created by author jan 2011

Question

Who was the advisor while taking antismoking treatment?

The promotion strategy and advisor are directly connected. On smoking cessation programme, the
advisor acts as most important inspiration for campaign. To develop new strategy for ASD promotion,
this question was included. The advisors contribution in smoking campaign is illustrated in Table 4.4.6
and graph 4.4.6. In pharmacy, 61% pharmacist carry out smoking cessation programmes, for counsel
24 % nurse assist smokers while 9% and 6% are other healthcare staffs contribution.

Table 4.4.6 Percentage of advice frequency and advisor category

Category Frequency Percentage
Pharmacist 102 61
Nurse 40 24
Health Assistance 15 9
Health Advisor 10 6
Total 167 100

Source:-Compiled by author Jan 2011

Graph 4.4.6 Percentage of advice frequency and advisor category

Frequency
13%
44%
8%
35%
Self
GP
Health prof essional
Poster/ Advert
43


Source:-Created by author Jan 2011



4.4.3 AVAILABILITY OF ANTISMOKING DRUGS

Question

Have you already undergone antismoking treatment?

For successful treatment, the effectiveness and usefulness of drug is essential. This question is put
forward to observe how pharmacologically efficient ASD are obtainable in the market. The response
obtained for this question answers the research question, why smoking rate increase even though
ASDs exist in market?. The percentage of smokers who already took antismoking treatment is 76%
and it is displayed in the table 4.4.7 and graph 4.4.7. Nearly 76 % of smokers does not succeed in
giving up smoking because of some reasons though they undergone treatment. Cheap quality of ASD
may be the reason. Or it can also be smokers protection motivation theory required to be applied by the
organisation.

Table 4.4.7 Percentage of undertaken treatment frequency

Category Frequency Percentage
Yes 127 76
No 40 24
Total 167 100

Source:-Compiled by author Jan 2011

Percentage
61%
24%
9%
6%
Pharmacist
Nurse
Health Assistance
Health Advisor
44
Graph4.4.7 Percentage of undertaken treatment frequency


Source:-Created by author Jan 2011

Question

Number of cigarettes you smoke in a day?

This question will aid in making the smokers conscious regarding his/her cigarette expenditure and also
to determine whether there is any necessity of development of strategy depending upon the number of
cigarettes smoke in a day. By this question, the money paid out for ASD campaign and cigarette
purchasing will be scrutinized. The number of cigarettes smoke in a day is shown in the Table 4.4.8
and graph 4.4.8. If more than 15 cigarettes in a day, then termed as chain smokers, 42% is the chain
smokers percentage. 26% is the percentage of smokers who will become chain smokers and the same
percentage initiators are also there.

Table 4.4.8 Percentage of cigarettes frequency per day and number of cigarettes

Number of cigarettes per day Frequency Percentage
1 to 5 26 15
6 to 11 43 26
11 to 15 28 17
15+ 70 42
Total 167 100

Source:-Compiled by author Jan 2011

Graph 4.4.8 Percentage of cigarettes frequency per day and number of cigarettes

Treatment Measurement
76%
24%
Yes
No
45


Source:-Created by author Jan 2011

4.4.4 BRANDING OF ANTISMOING DRUGS

Question

Which brand do you choose?

In the standpoint of both consumer and organisation, brand is imperative. This question is set to study
the existence of brand in the market. Table 4.4.9 and graph 4.4.9, display that consumers are loyal
towards brand. In ASD market, the GSK product Niquitin is the top selling brand, by 33% sales of
Nicorette, McNeil lab products stands second, 20% growth is displayed by Boots own brand.

Table 4.4.9 Percentage of brand sales and frequency of buying

Brand Frequency Percentage
Nicorette 55 33
Niquitin 82 49
Nicotinell 10 6
Nicocig 0 0
Boots own brand 20 12
Total 167 100

Source:-Compiled by author Jan 2011
15
26
17
42
0
5
10
15
20
25
30
35
40
45
Frequency
1 to 5 6 to 11 11 to 15 15+
Number of Cigarettes
Cigarettes Measurement
Percentage
46

Graph 4.4.9 Percentage of brand sales and frequency of buying


Source:-Created by author Jan 2011

Question

Are you entitled to free prescription? How do you obtain treatment?

Smoking continues to exist, regardless of National Health Service benefits, offering free antismoking
treatment. This question was set to determine the approximated statistics. The prescription acquired by
smokers is represented in the table 4.4.10 and graph 4.4.10. From this information, one can see that
only 10% smokers spend money for their prescription and so we can clearly understand that smokers
are not ready to quit smoking even if ASD treatment is free of charge.

Table 4.4.10 Percentage of free prescription and frequency of payment

Category Frequency Percentage
Yes 150 90
No 17 10
Total 167 100

Source:-Compiled by author Jan 2011

Graph 4.4.10 Percentage of free prescription and frequency of payment

Frequency
33%
49%
6%
0%
12%
Nicorette
Niquitin
Nicotinell
Nicocig
Boots own brand
47

Source:-Created by author Jan 2011



4.4.5 CUSTOMER SATISFACTION

Question

What is the level of your satisfaction/dissatisfaction with this service?

The process of determining how effectively the pharmacies are undertaking their responsibility of
convincing smokers is called customer satisfaction. The satisfaction level towards the entire
antismoking services provided by the organisation is represented in this question. The results are wide-
ranging as indicated by table 4.4.11 and graph 4.4.11. The percentage of highly satisfied consumers
are 17% where as nobody is dissatisfied with the ASDs in the market. 49% satisfaction was achieved
by the smoking campaign. This indicates that to increase the number of consumers, the health
organisations have to attempt something special.

Table 4.4.11 Percentage of customer satisfaction

Category Frequency Percentage
Highly Satisfied 28 17
Satisfied 82 49
Neutral 57 34
Dissatisfied 0 0
Total 167 100

Source:-Compiled by author Jan 2011

Graph 4.4.11 Percentage of customer satisfaction
Percentage
90%
10%
Yes
No
48


Source:-Created by author Jan 2011

4.5 STATISTICAL ANALYSIS

Figure 4.1, represents the research process. The data collection method talked about in chapter 3 is
reviewed. For accomplishing objective satisfaction and to answer research question, percentage
analysis is not adequate, but to figure the model, one has to consider to match up with this data. For
practical research, the data can be implemented to total population.














Fig 4.1 The Research process







Customer satisfaction measurement
17
49
34
0 0
10
20
30
40
50
60
Highly
Satisf ied
Satisf ied Neutral Dissatisf ied
Customer Satisfaction
F
r
e
q
u
e
n
c
e
y
Percentage
Data
Initial observation
Research Question
Generate theory
49















Source: - Discovering statics using SPSS by Andy Field, 2009.


For reviewing the hypothesis Chi- Squared goodness of fit test model was employed by the
researcher to examine the data to fit model.

Chi Square test
( )

=
i
i i
E
E O
X
2
2


Oi = frequencies observed in a distribution
Ei =expected frequencies under the hypothesis that the data have a particular distribution.
X
2
is always positive.
In proportion or % form data is expressed


4.5.1 Statistical analysis by Age

Initially, the data is elucidated as said in figure 4.1. We can see that there might be difference in
distribution of people at first as talked about in table 4.1.1 and graph 4.1.

Age 18-34 include the minimum smokers while percentage of respondents of age group 35-55 and
60 are almost similar and with fewer distribution and in 44-45 age category less people are included,
this can be one elucidation. About antismoking treatment, the youngsters dont know anything. This
theory is termed as hypos and calculation is
H0 :
4
1
= H
i
for i= 1,2,3,4

Generate Hypothesis
Collect data to test theory
Analyse Data
Identify Variables
Measure Variables
Graph data
Fit a model
50
( p
i
= H Where p is category of smoker)
H1 : Not all the smokers in equal distribution to 0.25

To compute values of these, the table 4.6.1 is used.


Table 4.5.1 Chi-square statics for age category

Age category O (Observed) E (Expected) (O-E)2/E
18-34 33 41.75 1.83
35-44 49 41.75 1.26
45-59 37 41.75 0.54
60 48 41.75 0.94
Total 167 4.57

Source: Compiled by Jan 2011

There fore
( )

|
|
.
|

\
|

E
E O
2


=
( )
75 . 41
75 . 41 33
2

+
( )
75 . 41
75 . 41 49
2

+
( )
75 . 41
75 . 41 37
2

+
( )
75 . 41
75 . 41 48
2

= 4.57

As k=4 in this set of circumstances (the possibilities are (1, 2, 3 or 4)), the chi-square static was found
out to be 4.57, the statics x2 is related with degrees of freedom, in the above table 4.6.1,

The degrees of freedom = no. of age groups -1
X
2
= k-1
X
2
= 3
The concerned critical value is less than 7.81 and test static significance degree is of 0.05. Hence, H0
is allowed at the 5% level and every level below 5% of significance. So smokers age group proportion
are same. H0 will be discarded at the 5% level if test statics values go beyond 7.81. That is the
expected frequencies and observed frequencies are estimated to be considerably dissimilar from each
other ,at given H0, and this will result in a severe problem in reliability of H0.

4.5.2 Statistical analysis by Gender

51
68% female and 32% male are the proportion of each gender according to table 4.4.2 and graph 4.4.2.
The theory states that when comparing with male smokers, the female smokers are more interested to
take ASD treatment.

H0 could be computed using the following formula ,even though probability of coming them in equal
distribution are there.


H0 : 5 . 0 = H
f


H1 : H 5 . 0 <


( )
67 . 4
167
5 . 0
5 . 0 68 . 0
2
=

= Z


H0 is not in favour of the proof, since 4.67 are less than 7.81 and treatment at 5% level of significance.
That is the greater part of smokers are women.

To determine the change in percentage of each gender with age category the following contingency
table 4.6.2 is developed.

Table 4.5.2 Contingency table for age and gender category

Age group 18-34 35-44 45-59 60
Male 6 20 11 21
Male percentage 3% 12% 7% 13%
Female 27 40 32 10
Female percentage 16% 24% 19% 6%
Total 33 60 43 31
Total percentage 20% 36% 26% 18%

Source: - Compiled by Author, Jan 2011


Table 4.5.3 Observed (O) frequency of Age and Gender category for Chi-square test

Age 18-34 35-44 45-59 >60
Male 6 20 11 21
Female 27 40 32 10
52
Total 33 60 43 31

Source:-Compiled by the Author from table 4.6.2

In table 4.5.4, the expected frequencies are determined with a hypothesis that male and female age
profiles in each group are same

Table 4.5.4 Expected (E) frequency of Age and Gender category for Chi-square test

Age 18-34 35-44 45-59 >60
Male 11.46 20.84 14.93 10.77
Female 21.54 39.16 28.07 20.23
Total 33 60 43 31

Source:-Compiled by the Author from table 4.5.2

H0: Male and Female age profiles with respect to properties falling in each category are identical
H1: Age profile differ

( )

=
i
i i
E
E O
X
2
2


V = Degrees of freedom = (r-1) * (c-1)
=1 *3
= 3

By considering table 4.6.3 and table 4.6.4 the Chi Square value for male can be measured

MALE =
( )
46 . 11
46 . 11 6
2

+
( )
84 . 20
84 . 20 20
2

+
( )
93 . 14
93 . 14 11
2

+
( )
77 . 10
77 . 10 21
2

MALE = 0.95 + 0.08 + 0.53 +9.72
MALE = 11.28

FEMALE =
( )
54 . 21
54 . 21 27
2

+
( )
16 . 39
16 . 39 40
2

+
( )
07 . 28
07 . 28 32
2

+
( )
23 . 20
23 . 20 10
2

FEMALE = 1.38+ 0.018 +0.55 +5.17
FEMALE = 7.12
Therefore

28 . 11 + 7.12

4 . 18

53
0
H is discarded since test value being 18.4 shows 5% increase from critical value 7.81. It can be said
that the frequency observed is different from expected frequencies which raises question on validity of
the framework.
So the age category of the genders may vary and
1
H is accepted.

4.5.3 Statistical analysis for Reason of Smoking

We can compute the chi square statics, used for the motive of smoking as below, as we shown in table
4.4.4 and graph 4.4.4
People come in the same category. This can be the primary remark. Hence, the expected value will be
4
167
= 41.75,
From table 4.4.4, the value determined is obtained. Hence, as revealed in table 4.5.5, the total of chi-
square statics will be 55.63.
Since the chi square value 55.63 is larger than the critical value of 7.81, it can be proved that the
smokers do not come in the same category.

Table 4.5.5 Chi- Square statics for Reason of Smoking

Reason Observed ( O ) Expected ( E ) ( O E )
2
/ E
Stress 78 41.75 31.47
Peer pressure 18 41.75 13.51
Influence by family 22 41.75 9.34
Other reason 49 41.75 1.25
Total 167 55.63

Source: - Compiled by Author, Jan 2011

CONFIDENCE INTERVALS:

Varied values will get for mean, when sample mean is employed as approximate value of the
population. It is possible to implement standard error method to determine exactness of sample mean
and to obtain the sample mean. According to Andy Field, 2009, confidence intervals are determining
the population mean to find out in which boundaries the exact mean value comes.

The boundary is somewhere between 1.96 and -1.96, when we calculate a 95% confidence interval
which is employed generally.

The confidence set for tension as the reason for smoking can be computed using the following method

167
78
= 0.467
54
Confidence set =
|
|
.
|

\
|

+

167
533 . 0 467 . 0
96 . 1 467 . 0 ,
167
533 . 0 467 . 0
96 . 1 467 . 0
= (0.467-0.076, 0.467+0.076)
= (0.391, 0.543)

From this, we can understand that stress is the main motive behind smoking since the confidence set
value come inside the boundary of 1.67 and -1.67.

Hence, from this we will be able to tell that, stress is observed as the major reason for smoking.

As shown in chap 4.6.1, that the male distribution do not satisfy the equal proportion and this can be
proved by means of the statistical fit model. As shown in chap 4.6.2, the female smokers are
considerably more than male smokers and so the equal proportion is disproved. As computed in chap
4.6.3, the confidence test for the smoking motive explains that stress is the main motive.

4.6 DATA ANALYSIS

The findings are general as shown in table and graph 4.4.11. Nobody from the respondents are
disappointed with ASD promotion and 17% are extremely pleased. On contentment level, the outcome
is explained. Among middle age smoker who get ASDs from pharmacies, nearly 80% want to quit
smoking and it is understood from table 4.4.1 and graph 4.4.1. Only 20% among the youngsters are
conscious about ASDs and giving up smoking. For smoking cessation campaign for youngsters, further
attempts are required. That is the main focus of health care institutions should be to make youngsters
conscious about smoking. From the analysis done by Anna V Sang (2009), it is illustrated that youth
with little awareness of continuing smoking has 3.31 times extra danger than beginners has, as
explained in chapter 2.8.

It is observed by the researcher that nearly 68% of staffs are female as represented in table 4.4.2 and
graph 4.4.2. High percentage of female smokers is not a big issue in western countries. Matthew
Mayer (2009) provides a detailed description on consumer marketing methods in chapter 2.3.2. In his
opinion, the women and youngsters are aimed through advertisement by tobacco industries for selling
their products. So, from this analysis, it is proved that to improve the ASD sales, the female smokers
should be aimed at.

The questionnaire regarding origin of smokers, the table 4.4.3 revealed that among the smokers 70%
comes under White British origin category. Owing to tradition and climatic condition, majority of the
English people smoke. On the other hand, while comparing with other ethnic categories the give up rate
is maximum. To purchase ASD, no any effort was put by other ethnic categories. Stress is the motive
behind smoking for 50% of the smokers the researcher observed from table and graph 4.4.4. From the
findings from age group observations, it has been identified that middle age category are chain smokers
and hence it is proved that in this age group, stress will be the apparent motive for smoking. The
development of drug for smoking associated with stress must be considered. Support from colleagues
55
and others will aid the smokers and encourage them to give up smoking says Audrey et al (2009) and is
described in chap 2.10.

Table 4.4.5 and graph 4.4.5 reveals that, pharmacies are moving in the direction of the healthy
atmosphere for smokers since about 120 smokers look for counsel from pharmacist. Cost efficient
treatment is offered to smokers by National health services. In upcoming days smoking consultation will
be preferred from health advisors and health assistants. 76% of smokers want to give up smoking since
they are conscious about the harmful effects of smoking. The existence of efficient ASD in the market is
necessary. In chap 2.10 it is proved by the writer and observes that for ASD programme sect-oral
involvement is necessary (Reddy S P 1998). The customer will be pleased if drug is effective and
satisfy the requirements of the consumer. The main cause for smoking rate being high is this. The
pharmacies have to develop new product for occupying the left over population (24%).

The attempts of tobacco companies to encourage sales of cigarette can be observed from table 4.4.8
and graph 4.4.8 since the expenditure of cigarette is 70%. Tobacco companies realize that smoking is
an addiction. The treatment of ASD is inexpensive while expense for tobacco is much high with
dangerous health consequences. According to Terri OGorman (2009), as discussed in chap 2.5,
cigarette expenditure is giving money to make yourself sick.

Boots produce their own brands and makes very good business. Although the sales are about 12%, the
brand is worth its cost. The GSK brand, Niquitine has maximum sale and the McNeil lab product is the
second highest (refer table 4.4.9 and graph 4.4.9). It reveals branding in the market. Chap 2.5.1,
describes that GSK pharmaceuticals is trying to develop drug for lung cancer. Free prescription and
treatment on prescription are permitted to nearly 90% population. From this it can be understood very
clearly that they are addicted to smoking and expense of treatment is not the reason for not taking the
treatment. Decreasing the insurance premium and reducing health benefits of smokers will lessen the
smoking trend states Philip Kotler, Nancy Lee (2009).

4.7 SECONDARY RESEARCH FINDINGS

In chapter 2, the secondary data gathered from sources like journals, books etc are evaluated. The
questions of the research are answered with the help of review and result of literature review. For
examining the research, the comparability of result of primary and secondary research can be used.
From the secondary research, the researcher observed that interrelationship is there between product,
organizations and promotion strategy. The consumers are encouraged to acquire the product as a
result of ASD advertisements. Two sides of promotion strategy are advertisements and innovative
technology. The market can be categorized on the basis of age and gender using sales promotion and
public relation. For making branding more influential in the market, ASD can be promoted using GP by
prescribing the medicine.

For promoting ASD, new strategy using viral marketing through internet and direct consumer marketing
through multimedia channel could be employed. To achieve competitive benefit in the market,
pharmacies can make use of processes of merchandising to encourage activities like special offers,
display, seminars, no smoking day etc. In ASD market, the 7ps and external forces of examining is very
56
helpful. The combined effort of PCT, Boots pharmacy and NHS is able to offer services having excellent
quality. The chance of giving up of smoking is 50% more while using NRT. The sales of ASD can be
improved through concentrating on expected mothers and youngsters using efficient promotion
strategy. Boots can go into research and development field and manufacture innovative technological
product since Boots existing brands, has the same efficiency as branded product from GSK. Many
ASDs like Zyban, which has the effect of antidepressant, are banned because of side effects and other
problems. Champix, a product manufactured by Pfizer is good and people are satisfied with it.

Health care organisations and pharmacies can structure the theories like behavioural change theory
and protection motivation theory efficiently. Sales promotion done through pharmacy and marketing
features like brand awareness and market segmentation has got similar effect. To encourage new
products in the market, the brand faithfulness attitude of consumer will be beneficial. International
business prospect of NRT can be examined with the help of market segmentation on the basis of price,
advertisement, age group etc.

The problem is not solved, though progress can be seen through theoretical techniques. Execution of
long-range strategy planning is necessary to start counselling for different age category and to identify
opinion or attitude of smokers towards stop smoke campaign meant for youngsters. To improve ASD
sales, it is needed to imagine in a different way regardless of existing theories of quit smoking
advertisement.

4.8 CONCLUSION

The researcher present the information collected through the primary data determined by statistical and
percentage analysis to finish this chapter. So as to attain the research objectives, the researcher collect
the necessary information given below

The pharmacys campaign of antismoking drug(Smoking Cessation Programme) do not
consider all the age categories. While designing and developing campaigns, female and
youngsters also should be given importance.
As shown in table 4.4.7, since the respondents are attempting to quit smoking many times,
sometimes the smokers awareness about smoking is not because of the health care
organisations.
In chap 4.6.2, one can notice that female comes in middle age group and the rate of female
who smoke is very high
In 35 to 60 age group, the male smokers come and fail to concentrate on s18 ( table 4.4.1)
The consumers are pleased with the NRT offered. On the contrary the spending on the nicotine
replacement therapy employed is less than expense of smoking cigarette.
Promotion of NRT brands developed by them should be done by Boots pharmacy and also they
have to develop the new ASDs (refer graph 4.4.9)

The conclusions extracted by the researcher after completing the research will be explained in
detail in the next chapter named Conclusion and Recommendation.

57



























CHAPTER 5

CONCLUSION AND RECOMMENDATIONS


5.1 INTRODUCTION

The conclusion for the research and some proposals and suggestion to increase the ASD sales is
provided by the researcher in this chapter. Determining the role played by ASD campaigns in improving
supplementary services through pharmacies is the primary objective of this research. The efficiency of
promotion strategy and information regarding sales of ASD is identified with the help of questionnaires
in this research. In improving the health of the public and in increasing ASD sales main role is played by
efficient promotion strategy. For improving the health of the public, mere smoking awareness is not
sufficient. To accomplish the research objectives, the author has given key points.

By providing evidence to the objectives, the researcher begins and then it shows the practical
implementation of promotion strategy. The conclusion can be prepared with the help of secondary
58
research performed by means of logical data and literature review. The limitations encountered while
doing the research and suggestions for advanced research is also described in this research.


5.2 ACHIEVEMENT OF OBJECTIVES

The review of role of ASD promotion in improving ASD sales by modifying their supplementary services
via pharmacies is the primary objective as described in chapter 1.3.

By means of NRT, the possibility of smoking giving up was increased by 50% and this is the result of
the ASD promotional activities. The necessity of new strategy with promotional activities focusing on
youngsters and teenagers are described in this research. As restriction of smoking in public place did
not lessen the smoking give up ratio, the health organisations strategy is to concentrate on this point. It
is also necessary to control the smoking trend among youngsters and teenagers as they are the assets
of the country. In chap 4.4.1 of this dissertation, it is described that smokers below the age 18 did not
use ASD.

Evaluation of smokers awareness and the application of strategy of promotion mix in smoking give up
campaign is the next objective as explained in chapter 1.3. From the analysis did in chapter 2.4, it was
understood that, in improving the health of the public, the attitude or opinion of smokers regarding the
advertisements is vital. It is observed from chapter 4.4.8 that the smokers are conscious of the ASD
existing in the market and has taken lot of efforts to give up smoking. It can be said that the smokers
requirements are not satisfied by the ASDs existing in the market. As discussed in chap 4.4.2, it is
observed that tension is the reason behind smoking habit of 78% respondents. The health
organisations have to concentrate on main reason behind smoking and to understand opinion and
attitude of smokers long term strategy should be developed and applied.

By means of product differentiation strategy and market segmentation, people can be made conscious
about brand of ASD, and this is the third objective which is described in chapter 1.3. The main
conclusion of the objectives in this study is illustrated in Table 5.1.

Table 5.1 Achievement of Objectives

Objectives Key findings of objectives
1) To determine the efforts of antismoking drugs
campaign in modifying their supplementary
services through pharmacy to boost the sales of
antismoking drugs.

The probability of giving up smoking is 50%
more in NRT, new strategy should be developed
to aim youngsters, pharmacies should run
additional services to identify perception of
smokers
2) To contrast smokers awareness and the
execution of promotion mix strategies
implemented for end smoking campaign.

Most smokers smoke to lessen stress, Middle
age category smokers want to give up smoking
so they try to purchase ASD, to increase the
sales new ASD products should be developed
59
by pharmacies
3) How to generate brand consciousness of
antismoking drugs through execution of market
segmentation and product differentiation strategy

Market segmentation focusing youngsters,
efficient branding of products, advertisement, in
making people brand conscious and to improve
their health condition neuroscientist can play an
important part

Source:-Created by the Author, Jan 2011

5.3 CONCLUSION

A general idea about research background is specified in the chapter 1. The promotion mix factors,
assessment of promotion technique, ASDs existing marketing policy, external environment approach
and stages of marketing research phases and external environment approach are explained in chapter
2. Features like ASD promotion strategy, Boots pharmacys and other pharmacys role in ASD market
are discussed. The marketing features like ASD branding, consumer-sales promotion methods,
promotion techniques in media, market segmentation, health related problems and problem solving are
highlighted by the researcher in strategical viewpoint.

Chapter 3 provide description on aim and objectives of the research, quantitative and qualitative
technique, overview of methods in the research, sampling technique, method applied in the research,
justification for methodology chose, restrictions in the research, conclusion etc. As described in chapter
4, the research employed both primary and secondary data analysis to attain the research objectives.
By means of several surveys, primary data are analysed while secondary data collected from various
sources and was reviewed to give reason for selecting the research method and offer several charts,
tables and graph for understanding.

The extensive research to restrict smoking habit is verified as the major promotion strategy factor. It is
seen from the research that promotion strategy by health service institutions and ASD branding are of
similar significance. Considerably, like advertisement field, expense from sales promotion, direct to
consumer marketing and public relation go on increasing. Further achievement can be ensured by
employing marketing mix element like promotional activity through mass media. From exterior, the
organizations internal atmosphere must be noticed by the external factors like technological, social and
economical approach. Strategies like sales promotion, making teenagers conscious about smoking
through public relation and strong direct to consumer marketing via health events have confirmed to be
of major significance.

Since the smokers have a tendency to refuse ASD usage, the existence of the pharmaceuticals in ASD
market display decline in functioning. The advertisements have publicized more influential consequence
of ASD branding and market segmentation to indicate gender age and smokers awareness. The
researcher performs field work to apply the information achieved from secondary research. The use of
questionnaire, while gathering primary data revealed different response. For analysing the research
employed descriptive positivism method and the research type is exploratory. The analysis of gender,
age and ethnic origin of smoker was done by implementing mixed population group sampling method. It
60
is seen that the selection of product by smokers has got significant role in ascertaining the sales of
ASD. The number of female smokers are more than male smokers and this can be understood from the
questionnaire survey. It was shown that ASD was not purchased by teenagers of age 18 or less than
18. Through youth campaign, the youngsters can be made conscious about harmful effects of smoking
and necessity of its giving up. The main motive for smoking is stress. Through consultation provided in
pharmacy and with the help of behavioural change theory, the effect of this motive can be reduced. The
cosmetic effect of youngsters have revealed considerable improvement in this case. Majority of
customers are satisfied with NRT products.

5.4 RESEARCH LIMITATIONS

Various restrictions like time limit was there while carrying out this research. By using questionnaire, the
author restricted the time to gather primary data. Because of social fear and consideration of disclosure
of personal data, majority of the respondents were not pleased to complete the questionnaire. Since he
was a student, the author met with financial shortage while doing the project. Since the organisation
were not willing to provide policy of strategy and statistical data, the information obtained from GSK
pharmacy, Boots and health care institution like NHS were limited. Because of restrictions in access of
information in Boots the sales figure of NRT and ASDs were not able to display by the researcher.

Because of time restriction, the author could not illustrate the numerical analysis of all factors. On the
basis of hypothesis, the parameters like gender, age and reason for smoking were considered and
effort was made to execute this for the whole population. Because of Boots policy of regulation and
confidentiality matters, the managers were not permitted to answer the questionnaire since the author
was a student of foreign origin so gathering of primary data was a difficult job for the researcher. The
author was not able to go in depth into the marketing strategy of pharmacies and NHS as access was
limited. The health systems employed in the country do not permit determining exact sales of ASD. This
restricted the researcher from conducting deep study.

5.5 RECOMMENDATIONS

5.5.1 SMOKERS PERCEPTION

Importance was given to the advertisement and ASD awareness in the research carried out by
marketing manager statistical, social marketer and economist. Since the author considers that ASD
sales and the public health are related, through promotional techniques ASD sales of ASD can be
improved. Behaviour of smokers are slightly influenced by behavioural change theory, cosmetic effects
theory and protection motivation theory. To encourage the consumer to purchase product and to
improve health, the awareness of smoker is of main importance to accomplish position for ASD in the
market.

5.5.2 PERSPECTIVE OF AS ADVERTISEMENT

The consumers emotions are stimulated by the tobacco advertisements. To make people aware about
dangerous consequence of smoking the health institutions have to advertise the ASDs in similar lively
61
manner. To conduct research on ASD new methods can be developed neuroscientists by analysing
views of smokers. Methods can be developed for advertisements and consultation also. To increase
ASD sales and to build up healthy lifestyle antismoking campaign should be arranged specially for
youngsters, since they are assets of country.

Since the smoking rate is high in female gender, the health institutions have to design the strategy and
develop the product depending upon gender (chap 4.4.1). One example for such a product is the
nontobacco electronic cigarettes.

5.5.3 YOUTH AWARENESS FOR SMOKING

Campaign to give up smoking can be carried out in social places like cinema halls, sports club, health
club, entertainment centres etc. To improve ASD sales, the pharmacies are allowed to conduct
meetings. With the help of mass media, aiming huge number of youngsters, ASD can be advertised at
the time of sports matches. This will prove highly beneficial. From the research it is understood that
organizations do not target young people. By communicating anti smoking message through various
media promotion can be made effective (P. Kotler,Nancy Lee 2009)

In this case, the promotion features of personal selling and viral marketing has only a small
involvement. Also to boost usage of ASD by youngsters, the viral marketing via online promotion can be
employed.

5.5.4 ANTISMOKING DRUG ADVERTISEMENT THROUGH NEUROSCIENTIST

The ASD branding and promotional strategy can be suggested by the neuroscientist. Advertisements of
ASDs, awareness of smoking and other public health matters should be made lively, active and
energetic like advertisements of tobacco products. This will have improved effect on behaviour of
smokers as described in Chapter 2.4.5. As explained in chapter 1.3, the smokers psychological
behaviours are required to be examined while consulting through pharmacies. Tobacco is categorized
under drug categorization and nicotine ingestion is a sort of drug addiction. To counsel smoker
innovative ideas can be brought by neuroscientists.

5.5.5 ANTISMOKING DRUG INDUSTRIES

ASD market is smaller than that of the tobacco market. The expense of NHS is lot more than the profit
of tobacco industries. The tobacco companies must be made to compensate by spending for health
problems associated with smoking treatment. To aid smokers to handle stress and tension,
antidepressant mouth spray should be developed by the pharmacies, since the major motive for
smoking is stress. To make the ASD therapy easily available, the drug Champix should be sold through
over the counter. Rate of quitting of smoking is high in case of Champix.

5.6 AREA FOR FURTHER RESEARCH

62
The contribution made by neuroscientist in determining the perception of smokers can be selected for
advanced research on PhD level. New plans and strategies to encourage ASD sales can be
recommended by Martin Lind storm, who is well-known neuroscientist in advertisement and branding.
In making the future free of smokers, survey and collecting information regarding health of smokers and
their expectations and opinions about health care institution will prove beneficial. A request was
forwarded to Martin Lind storm by the author to provide recommendation regarding the advertisements
to make youngsters conscious about ASDs and branding of ASD to improve ASD sales and in
anticipation of the response. The author was not able to wait for response from him because of the
restriction of time.






CHAPTER 6

REFLECTIVE SUMMARY


6.1 INTRODUCTION

Reflective perception of author at the time of finishing the masters in business administration
programme is described in this chapter. During this programme, the author became familiar with certain
things and offer attention on these features. The author considers grand accomplishing his post
graduation programme from the well-known University as a great honour. He is very grateful for the
amenities and excellence of edification offered by the education authority in the University of Wales.
Author became expert in several things like managing time, handling consumer etc while completing
this programme.

It was really a thrilling experience to be appointed as project manager at the time of doing this project.
Since it was not a simple job, the author encountered some problems at some stage in the project.
Though it is not possible for the author to reveal the entire lifetime hard works of the education career
through this research it was really a very important project for author. Only some of the unforgettable
incidences like personal experience, time restrictions, technical expertise, gathering of primary and
secondary data are emphasized by the author in this chapter.



6.2 TIME CONSTRAINS

Time restriction was the main trouble the author met with throughout this project. The author was
allowed less time for each chapter, since the time given was very less. The author suffered a lot
because of time limitation, especially while gathering information. Because of this reason, author learnt
63
to manage the time. The author gave his own time plan being present as a project manager. By
means of very less financial resources, the author performed his responsibilities. To perform the duties
in stress condition and to attain goal put forward by the establishments, these talents will assist the
author.

6.3 PROJECT CONSTRAINTS

The author met with few language problems like writing complications since he is a foreigner. The
author felt some complications to convey his views about the project despite of the new thoughts and
insight about the project. The author handled the work, attended course programme and used his time
for the project which enhanced hard working capability of the author. The author had to give up several
things to follow the regulations put forward by Government authority and the University.

PRIMARY DATA

To fill the questionnaires, at the stage of gathering of primary data, the author struggled to locate the
pharmacy spot. Author collected the data necessary for the project by going to the Boots pharmacy as
a customer. It took additional one week to complete the project because of confidential policy of
organisation, since each branch had to get the approval from head office and this made the analysis a
severe job. Owing to the social fear and fear of disclosing their private information, the respondents
were not pleased to fill the questionnaire and so it was not easy to get them completed. But the author
handled the situation and made them fill the questionnaire with the help of his language talents.

SECONDARY DATA

There was restriction in the accessibility of resources like articles, journals, books etc. The author was
not in a condition to afford the money needed for the purchase of books, articles etc since he is a
student. But because of this problem, the author had advantage also, i.e, he become skilled at handling
the project with restricted finance. In the times like recession or economic dpw full author may not
suitable author is being trained during this project to find the solution for the critical situation.


TECHNICAL TACTICS

While doing this project the author got the technological talents. The data are restricted to be
represented through diagrams and tabular forms, since the author is not skilled in computer field.

6.4 STRENGTH AND WEAKNESS

STRENGTH
The unseen potency inside the author was discovered by him which include
Management of time
Will be able to perform under stress conditions to attain the goal put forward by organisation
Investigative skill
64
Can watch from external to innermost situation of the company or business

WEAKNESS
Several weak points were discovered by the author which did not permit him to complete the project
with the standard he anticipated
Inadequate technological expertise
Expressing in professional language

6.5 AREA FOR IMPROVEMENT

Since the technical skills occupy an important part in organisation, the author is planning to go for short
term language course computer course to improve his performance. To learn to apply the theoretical
skills in practice, the author wish to take the post of trainee in organisation.










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marketing, Association for consumer research, Issue 43, pp 11-20
- Rowlands B (2005) Grounded in Practice: Using Interpretive Research to Build Theory The
Electronic Journal of Business Research Methodology Volume 3 Issue 1, pp 81-92
- R Peto et al (1997),Mortality from smoking in developed countries,1950-2000 Oxford, ICRF
and WHO OUP
- Russell, Feyebend and Cole (2007), plasma Nicotine Levels after cigarette smoking and
Chewing Nicotine Gum British medical Journal,1 1043-1046. Health Education Authority
unpublished London 1996 (December)
- Saffer and chalopka, Saffer Henry and Frank chalopka (2000), The effect of Tobacco
Advertising bans on Tobacco consumption, Journal of Health Economics, Issue19; pp 1117-
1137
- Sandra Levy (2002), Smoking cessation: when being a quitter is a good thing Drug topics,
Web natural, Vol. 23
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prentice hall financial times, England, pp 15
- Solomon M S and Englis P.D (2009), Knowledge management as competitive advantageIn the
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WEB REFERENCES


1) Web 1 (2009), Public health and marketing Available at
http://www.nhs.uk/Search/Pages/Results.aspx?q=public health and marketing, accessed on Jan 2011

2) Web 2(3 Feb 2010), Smoking statics by economist, Available at
http://www.guardian.co.uk/lifeandstyle/2010/feb/03/smokers-ban-backlash, accessed on 29 Dec 2010

3) Web 3 (2009), Teenagers advertisement for quit smoking, Available at
http://www.quit.org.uk/news__enq_awards_2009.php,accessed on 29 Dec 2010

4) Web 4 (2010), Boots stop smoking services, Available at
http://www.boots.com/en/The-Boots-Stop-Smoking-Service_1035666/ , accessed on 25 Dec 2010.

5) Web 5 (2010), Antismoking drug advertisement, Available at
http://smokefree.nhs.uk/what-suits-me /, accessed on 04 Jan 2011

6) Web 6 (2010), Direct to consumer marketing, Available at
http://www.warc.com/ContentAndPartners/DMA.asp, Accessed on 22 Dec 2010 .

7) Web 7 (2009), Ban on tobacco sponsorship, Available at,
http://www.quitsmoking.com/info/articles/igr/psychologyofquittingsmoking.htm, Accessed on 28 jan
2011

8) Web 8 (2009), Stages of marketing research, Available at,
http://www.thetimes100.co.uk/case-study--developing-marketing-plan--87-346-1.php, Accessed on 30
Jan 2011

9) Web 9 (2009), Statics of smoking, Available at,
http://www.who.int/countries/gbr/en/, Accessed on 30 Jan 2011 .

70
10) Web 10 (2010), Primary care trust, Available at,
http://www.nhs.uk/ServiceDirectories/Pages/Trust.aspx?id=5NC&v=4&pid=5NC, Accessed on 28 Jan
2011

11) Web 11(2010), Nicotine replacement therapy available at Boots pharmacy, Available at,
http://www.boots.com/webapp/wcs/stores/servlet/CatalogSearchResultView?storeId=10052&catalogId=
10551&langId=1&pageSize=12&beginIndex=0&sType=SimpleSearch&resultCatEntryType=2&searchT
erm=nicotine&x=17&y=8 , Accessed on 30 Dec 2010

12)Web 12(2009), Quit website of Boots pharmacy, Available at
http://www.quit.org.uk/, Accessed on 31 Dec 2010

13) Web 13 (2010), My time to quit by Pfizer pharmaceuticals, Available at
http://www.mytimetoquit.com/sites/mttq/pages/Get_Ready_To_Quit.aspx, Accessed on 31 Dec2010

14) Web 14 (2007), GSK pharmaceuticals antismoking products, Available at
http://www.gsk.com/investors/reps07/annual-report-2007.pdf ,Accessed on 31 Dec 2010

15) Web 15 (2009), NHS statics for smoking, Available at,
http://www.ic.nhs.uk/statistics-and-data-collections/health-and-lifestyles/smoking/statistics-on-smoking-
england-2009 ,Accessed on 28 Dec 2010.

16) Web 16 (2010), Web research and markets, Available at,
http://www.emarketer.com/ . Accessed on 08 Jan 2011

17) Web 17(2009), Encyclopaedia Forum, Available at
http://www.britannica.com/EBchecked/topic/550049/smoking/242785/The-antismoking-movement#
Accessed 28 jan 2011.



FIGURE REFERENCES

Figure 2.1, Literature review layout structure, created by the Author based on the objective of the
research, 2/10

Figure 2.2, Marketing mix strategy, collected from Google images Dec 2010

Figure 2.3, Pest analysis; External environment, Business studies for students by Richard young,
2009

Figure 2.4, Stages of marketing techniques, The times edition Oct 2009, (website times 100.co.uk)

Figure 4.1, The research process, discovering statistics using SPSS by Andy field 2009
71


GRAPH REFERENCES


Graph 4.4.1, Percentage of age frequency and age group, created by the Author based on the
primary data collected, 12/12/2010 Q. 3

Graph 4.4.2, Percentage of gender frequency and gender category, created by the Author, based
on primary data collected 13 Dec 2010, question no. 4 from questionnaire in appendix.

Graph 4.4.3, Percentage of ethnic frequency and ethnic category, created by Author, based on
collected primary data, 13 Jan 2011, question no.5 from questionnaire in appendix.

Graph 4.4.4, Percentage of smoking frequency and smoking reason, created by Author, based
collected primary data, 13 Jan 2011, question no. 7 from questionnaire in appendix.

Graph 4.4.5, Percentage of information category and referral process, created by the Author
based on primary research data collection, 14 Jan 2011, question no. 2 from questionnaire.

6) Graph 4.4.6, Percentage of advice frequency and advisor category, created by the Author,
based on primary research data collection 14 Jan 2011 .

7) Graph 4.4.7, Percentage of undertaken treatment frequency, created by the Author, based on
primary research data collected, 14 Jan 2011 Q. 8

8) Graph 4.4.8, Percentage of cigarettes frequency per day and number of cigarettes, created
by the Author based on primary research data collected, refer questionnaire appendix, question no. 8
15 March 2010.

9) Graph 4.4.9, Percentage of brand sales and frequency of buying,created by the Author based
on primary research data collection, refer questionnaire in appendix, question no.9

10) Graph 4.4.10, Percentage of free prescription and frequency of payment, created by the
Author, based on primary research data collected, refer questionnaire in appendix , question no. 12, 13.

11) Graph 4.4.11, Percentage of customer satisfaction, created by the Author,based on primary
research data collected; refer question no.16 from questionnaire in appendix.




TABLE REFERENCES

72

1) Table 2.1 Four Ps of marketing mix, created by the Author based on, Kotler Philip, Nancy Lee, The
marketing of social causes, Journal of marketing vol. 15, Issue 3, 2009

2) Table 3.1 Comparison of qualitative and quantitative research method, complied by the Author,
based on miles and Huber man, Qualitative data analysis 2008.

3) Table 3.2 Comparison of deductive and Inductive approach, of research complied by the Author
based on (Saunder, Lewis p et al 2007, p 15)
4) Table 4.4.1 Percentage of age frequency and age group, created by the author based on the
primary data collected, 13 Jan 2011 , question no.3 from questionnaire in appendix

5) Table 4.4.2 Percentage of gender frequency and gender category, created by the Author, based on
primary data collected 13 March 2010; question no. 4 from questionnaire in appendix.

6) Table 4.4.3 Percentage of ethnic frequency and ethnic category, created by the Author, base on
collected primary data, 13 Jan 2011, question no.5 from questionnaire in appendix.

7) Table 4.4.4 Percentage of smoking frequency and smoking reason, created by the Author, based
collected primary data, 13 Jan 2011, question no. 7 from questionnaire in appendix.

8) Table 4.4.5 Percentage of information category and referral process, created by the author Kotler
based on primary research data collection, 14 Jan 2011, Question no. 2 from questionnaire.

9) Table 4.4.6, Percentage of advice frequency and advisor category, created by the Author, base on
primary research data collection 14 Jan 2011.

10) Table 4.4.7, Percentage of undertaken treatment frequency, created by the Author, based on
primary research data collected, 14 Jan 2011 Q. 8

11) Table 4.4.8 Percentage of cigarettes frequency per day and number of cigarettes, created by the
Author based on primary research data collected, refer questionnaire appendix, question no. 8 15 Jan
2011.

12) Table 4.4.9, Percentage of brand sales and frequency of buying, created by the Author based on
primary research data collection, refer questionnaire in appendix, question no.9

13) Table 4.4.10, Percentage of free prescription and frequency of payment, created by the Author
based on primary research data collected, refer questionnaire in appendix, question no. 12, 13.

14) Table 4.4.1, Percentage of customer satisfaction, created by the Author based on primary
research data collected, refer question no.16 from questionnaire in appendix.

73
15) Table 4.5.1 Chi-square statics for age category created by the Author based on primary research
data collected, refer question no.3 from questionnaire in appendix.

16) Table 4.5.2 Contingency table for age and gender category created by the Author based on
primary research data collected, refer question no.3 and 4 from questionnaire in appendix.

17) Table 4.5.3 Observed frequencies for age and gender category for chi-square statics created by
the Author based on primary research data collected, refer question no.3 and 4 from questionnaire in
appendix.

18) Table 4.5.4 Expected frequencies for age and gender category for chi-square static created by the
Author based on primary research data collected, refer question no.3 and 4 from questionnaire in
appendix.

19) Table 4.5.5 Chi- Square statics for Reason of Smoking created by the Author based on primary
research data collected, refer question no.7 from questionnaire in appendix.

20) Table 5.1 Achievement of objectives created by the Author







APPENDIX

HOW PROMOTION MIX CAN INFLUENCE THE SALES OF ANTISMOKING DRUGS: - CASE
STUDY OF BOOTS


The main objective of this study is to identify the efforts of antismoking drugs campaign in customizing
their supplementary services through pharmacy. Your participation in this questionnaire is highly
appreciated. I assure you that data collected, will be use only for this study purpose and is confidential,
as your personal details will not appear in this survey.
Thank you.
QUESTIONNAIRE

Please tick () relevant option from information below


PART-A


74
1) Which referral method you have employed?

GP Self Health professional Poster/Leaflet/Advertise

Friends/family other (please specify)....................................................

2) Who advised on antismoking treatment available?

Pharmacist Nurse Health Advisor Other (Please specify).............
Assistant
3) Age

Under 18 18-34 35-44 45-59 60+

4) Gender

Male Female

If female, are you pregnant? Yes No

5. Ethnic Category

White British White Other Black African

Mixed White/Asian Black British Mixed others

Any other ethic group

6. STATUS

Single Single with Children living together


Living together with Children Married Married with children

7. What is the motive behind smoking?

Stress Peer pressure Influence by family smoker

Other reason (please specify)..................
.

PART B

75
8. How many times have you tried to stop smoking in the past?

0 1-3 4-6 7-9 10+

9. Number of cigarettes you smoke in a day?

1-5 6-11 11-15 more than 15

10. Have you already undergone through course of antismoking treatment?
Yes No

11. Have you got health problems other than smoking addiction?

Yes No

12. Are you entitled to free prescription? Yes No

13. How do you obtain treatment?

Prescription Non prescription Other (please specify)

If Non prescription, Online Over the counter

14. Which type of treatment you used?

Gum Patches Spray Inhalator Microtab Other.........

15. Which brand do you choose?

Nicorette Niquitin Nicotinell Nicocig Boots own brand
Other.................

16. What is the level of your satisfaction/dissatisfaction with this service?

Highly satisfied satisfied Neutral Dissatisfied

17. Have you got any suggestion regarding making people aware about existence of
antismoking drugs?...............................................................