Group 2

Cherie RawatA045
Aashay Bhosale
Ragini S
E002
Pushkar Vadkhalkar E061
Shalvi Verma E062
Anish Desai I013

B011

Walgreens Boots Alliance

Headquarters - Illinois
Revenue - US$103.4 billion
Present In Over 25 Countri

3 Divisions

About Retail Pharmacy USA - Walgreens

*Range of Own brands*

*Online vs Offline Presence*

Operates
8,175*
drugstores in 50
states of USA,
the District of
Columbia,
Puerto Rico and
the US Virgin
Islands.
As of August
2016,
approximately
76 percentof
the population
of the USA lives
within five miles
of a Walgreens
*67%
revenue
or Duane

Walgreens Boots Alliance

3 Divisions

First global
pharmacy-led, health
and well being
enterprise

Positioning : A trusted pharmacy brand and

a leading provider of healthcare, beauty
advice and services in local communities
Conveniently located : pharmacists at the
heart of healthcare
Omni-channel offering differentiated via
own product brands : NO7, Boots pharma,
Botanics
Leaders in the optical market, with 636
practices, of which 182 operate on a
franchise basis. 30% operate within retail
stores

About Retail Pharmacy International - Boots

*Range of Own brands*

*Omni Channel offering*

*NO7 leading anti-

Walgreens Boots Alliance

3 Divisions

Largest drug store in USA

Market Leaders in Europe
Honored with United
Nations
Global Leadership Award

Offer innovative added-value services

which help pharmacists develop their own
businesses
Membership offerings to
AlphegaPharmacy
Services to pharmaceutical manufacturers
:
Pre-wholesale and contract logistics
(mainly under the alloga brand)
Direct deliveries to pharmacies
Innovative and specialized healthcare
services, covering clinical homecare,
medicine support, dispensing services,
About Retail Pharmacy International - Boots
medicine preparation and clinical trial
support
(mainly
thepharmacies,
alcura brand).
*288 distribution centers in 11 countries*
* Supplies
tounder
110,000
doctors

Merchandise Mix

Consistent demand from the metros

Not pharmacy, but focus on wellness as the main category
Health, Wellness and beauty solutions, apart from medicines
More space for fast moving consumer goods products, including
skin care, cosmetics, beauty and other healthcare related products
Private Labels: multi-vitamins, nutrient supplements
Medicine ATMs
Wow Factor: 'nurse station' where paramedic services like bandage
and dressing, blood pressure etc are provided for free
Compliance Pack: where patients are reminded of their medicine
schedule

Location and Stores

There is a need gap for an all-under-one-roof stores in
healthcare segment
Large format pharmacy outlets, which would have an
area of 1,500-2,000 sq ft, catering to health, wellness
and beauty solutions, apart from medicines
Ratio of 2:1 :two stores are in the neighbourhood, one is
at a high street location
Clinics and Hospitals
finding a suitable location with high footfall at a
competitive price would be the major challenge

Walgreens Boots Alliance

SWOT Analysis

Largest drug store in USA

Market Leaders in Europe
Honored with United
Nations
Global Leadership Award

Strengths :

Weakness :

Opportunity :

Threats :

Increase in size
:Rite Aid deal would
make it even bigger
by adding 4,600
stores and improving
its reach in the US
market.
WBAsglobal
footprint and
provided opportunities
for synergies and
private label imports
Extensive and
modern network of
stores in the United
States - Many of the
stores offer drive-

Heavily reliant on
the UK retail market,
where consumer
demand remains
subdued
Suffers from a high
price perception
among consumers
Walgreens Boots has
taken on significant
debt recently to
finance the acquisition
of Boots Alliance. Due
to the Rite Aid deal,
WBA would need to
further increase the
burden on its balance

Expansion into
new areas : Like the
Boots Alliance merger,
the Rite Aid
acquisition could bring
greater buying power
for the company

Increasing
competiton from
mass
merchandisers :
Kroger operates more
than 2,000
pharmacies in the
United States, while
Walmart has 4,000.

Control over
Envision Pharma,
the pharmacy-benefit
management
company
Use size to negotiate
better deals with drug
makers and

The US drugstore
sector is becoming
increasingly
crowded, restricting
opportunities for
organic store openings

Consumer Landscape in India

Sales of Consumer Health (% Value
2016) RURA TOT
URBA
INDIA

AL

71.6

24.7

96.3

t Sales by Region (% Value Growth)

% constant value
growth

2016/
17

2016/21
TOTAL

East and North-East

India

5.0

27.0

North India

5.2

27.6

South India

5.2

26.9

West India

5.1

27.0

Target Cities in India

Phase 1: Mumbai, Delhi, Bangalore, Kolkata,
Surat, Chandigarh and Hyderabad to open
flagship retail pharmacy stores
Phase 2 : Pune, Chennai, Ahmedabad,
Lucknow, Jaipur
Best way to reach other cities: Strategic
joint venture with leading Chain in India
Tie up with MedPlus, Indias second largest
organized pharmacy chain
Medplus has over 1350 stores across India
serving 2,00,000 customers daily
Will help Walgreens Boots Alliance reach most
tier-1 and tier-2 cities

Target Audience
Families and Senior Citizens
Adults in the age group of 25-50, who make purchases for the family
Special attention to be given to Senior Citizens (60+), by providing
specialized services and care

Income
Upper middle class and upper class living in cities and towns

Positioning
One stop shop for medical care and requirements, providing genuine
and high quality medicines

Customer Acquisition Strategy

Customer Acquisition Methods :

Omni-channel customer acquisition strategy - Joining the dots across customer touch
points

Digital

Hyperlocal

Social Media - Create FB

page/Instagram profile to
share wellness tips, new
advancements

Launch event at first 10

stores in tier 1 cities
Theme : I am fitter than
my child

Mobile app - Location

based marketing through
topic wise subscription,
promotional offers

Shelf space - Product

placements at influencer
(beauticians,
cosmetologists, dieticians,
fitness centers) locations

Alliance - With OTC drug

delivery start-ups to
exclusively pick up
customer orders from us

Signboards Hospital/clinic parking area

Pamphlet distribution in
TOI and 1 local newspaper

In-store

Consultative sales Have an in-store

beauty/wellness
consultant (First
consultation free)

Loyalty Cards - Auto

refill facility to save
shopping time. Integrate
this with mobile app

IMC Plan Creative strategies

Communications Objective:
a) To create awareness about the brand among target group in 9 months
b) To build brand properties, establish the brand in India and gain market share of at
least 10%
Claims and promises:
At the corner of Happy & Healthy
Promise to serve in sickness and in health
Tone:
Trust worthy
Helpful
Source of communication:
Radio All popular FM radio channels in metro cities
Newspaper Ads in The Hindu
Digital Use Facebook, twitter, instagram to promote the brand
Metros Creative ads to increase brand recognition

IMC Mix
Advertisement
Duration: 9 months (high low medium)
Budget: 50%
Activities: Radio program where queries are taken up and address often
overlooked health issues
Ad in Sunday edition
Ads in metros as it is the main mode of transport. Will help to increase familiarity of
the
brand
Digital
Marketing
Duration:
Budget: 30%
Activities: Product usage videos, healthcare blogs, coverage of activities under
interactive marketing
Interactive Marketing
Duration: 6 months
Budget: 20%
Activities: Kiosk in 3 malls (based on footfalls) in each city for product trials
Contests based on product line