Belopolskikh Mark Viktorovich
Master's student of Rau im. G.V. Plekhanov,
Russia, Moscow
Email: [email protected]

Supervisor: Mkhitaryan Sergey Vladimirovich
Professor. Department of Marketing Reu im. G.V. Plekhanov,
Russia, Moscow

Analysis of the assortment policy of the Dobry Doctor pharmacy

2.1 The position of the Dobry Doktor pharmacy on the pharmaceutical market in Moscow

The Dobry Doktor pharmacy chain was established in 2008 and includes pharmacies and drugstores. All pharmacies are under unified management and have licenses for pharmaceutical activities.

The assortment of pharmacies includes more than 9,000 items. Pharmacies have a wide range of not only medicines, but also homeopathy, medical cosmetics from the world's leading companies, medical products, hygiene products, mineral waters, aromatherapy products, dietary supplements. In 7 pharmacies, two years ago, they began to sell orthopedic products with the involvement of an orthopedic doctor as a consultant. Currently, the pharmacy network has 30 pharmacies in Moscow and cities near Moscow (Pushkino, Reutov, Ivanteevka, Zheleznodorozhny).

According to the Vedemecum publication for the first half of 2016, the Kind Doctor pharmacy chain is ranked 173 out of the TOP-200 pharmacy chains in Russia in terms of financial indicators:

Revenue with VAT for the first half of 2016 - 241 million rub.

Growth compared to the first half of 2015 - 63,95%

Number of pharmacies for the first half of 2016 - 30

Average revenue per pharmacy per month in the first half of 2016 - 1.36 million rubles

Market share - 0,05%

The network management pays great attention to such a marketing aspect as the location of its outlets.

All pharmacies of the network are located as conveniently as possible for the consumer. The selected pharmacy is located 1 kilometer from the metro station Akademika Yangelya Street, in a residential area. It is located on the first floor (trading) floor of the business center, next door is the Miratorg grocery store, on the second floor of the business center there is a 24-hour fitness center. All this provides the pharmacy with a large flow of customers and fame in the area.

The high concentration of pharmacies, especially in large cities, leads to fierce competition between them.

In this regard, the search for answers to such questions is becoming increasingly relevant: how to ensure leadership among competitors; How to keep existing customers and attract new ones.

Competitors of the Good Doctor Pharmacy:

Gorzdrav, Kirovogradskaya 42 (100 meters from Dobry Doktor)

Gorzdrav, Akademika Yangelya 2 (near the metro station)

Samson, Akademika Yangelya 2 (near the metro station)

Competitor analysis

The Good Doctor Pharmacy received more points due to low prices, service provided and high quality of service. Therefore, we will build a strategy for ensuring competitiveness based on these competitive advantages.

The low prices at the Dobry Doktor pharmacy are the result of a small margin and due to a wide analysis of suppliers' prices (a particular drug can always be cheaper from one of the suppliers). And the number of drug suppliers is planned to be increased (in order to increase the range, to organize the search for drugs that may not be available from other suppliers and to ensure lower prices than competitor prices).

Competitive advantages of the Good Doctor pharmacy

low prices, discounts on holidays, pensioners

high quality service

counseling

use of merchandising elements and marketing tools in their activities

marketing approach

automation of management processes

legal regulation of activities

expansion of the range (orthopedics and consulting orthopedic doctor)

the possibility of ordering goods, receiving applications from the public

Competitor No. 1

discounts for pensioners

Competitor #2

location

shop floor decoration

Competitor #3

highly qualified staff

location

shop floor decoration

Competitors in their activities use the methods of "unfair competition":

enticing specialists

spreading false negative information about employees

and thus violate the Federal Law, Art. 10, paragraph 1

Consider the strengths and weaknesses of organizations, their opportunities and threats, see Table. 9 and 10.

Thus, we see that threats can be translated into strengths, and weaknesses into opportunities.

SWOT-analysis of the pharmacy point "Good Doctor"

SWOT analysis of Dobry Doktor pharmacy competitors

Each of the competitors has its own strengths and weaknesses, opportunities and threats, the head of the Good Doctor pharmacy needs to pay attention to the weaknesses of competitors in order to use them as "opportunities" for their pharmacy.

The meaning of competition is to win specific consumers who use the services of competitors, and not to act against rival enterprises. But in order to win in the competition, you need to have a certain advantage in the market, be able to create factors of superiority over competitors in the field of consumer characteristics of the product and the means of promoting it on the market. Dobry Doktor Pharmacy creates these factors of superiority over competitors, uses them in its daily work and wins the competition. Working on the market for more than 5 years - it attracts new customers, keeps regular ones, satisfying their needs - it makes a profit and opportunities to further expand its field of activity.

Reducing product prices is not the best way, because it can lead to ruin.

Specifically, the assortment policy of the Good Doctor pharmacy will be discussed in clause 2.2.

2.2 Analysis of the assortment policy of the Dobry Doktor pharmacy

ABC analysis allows you to:

Determine the optimal stocks of medicines and parapharmaceutical products by the names of the pharmacy

assortment that most affects the turnover, in order to eliminate defects and failures;

Differentially address pricing issues;

More efficient use of own and borrowed working capital;

Select priority suppliers, develop new conditions for working with suppliers.

Profit from the sale of the Kind Doctor Pharmacy

"List of assortment groups in descending order of goods"

The structure of the pharmacy assortment is made up of mandatory assortment products, the formation of which is influenced by the list of vital and essential medicines.

The total amount of sales of the studied pharmacy for 2016 amounted to 16,754,356 rubles, the volume of sales of goods was 14,759 pieces. The total number of nomenclature positions of the pharmacy is 7. 80% of the turnover (13,651,386 rubles) is provided by 2 product groups: medicines and orthopedic products. They made up group A. The leader in sales at the Good Doctor pharmacy are medicines. Group B consisted of two product groups, but which are characterized by a large depth of product names - these are dietary supplements, they provide about 10% of sales revenue (1,856,020 rubles), and medical cosmetics 5% of revenue (420,150 rubles).

The remaining drugs of the studied groups of the pharmacy range accounted for 5% of the total sales volume (450,000 rubles). Their list includes 3 product groups: herbs, teas, balms, herbal remedies, homeopathy and sanitary hygiene products (bandages and dressings, bandages, heating pads, douches, crutches, canes, napkins, etc.).

Many of the group C drugs listed were not sold during the study period, although they were available.

Next, we will conduct an XYZ analysis, this is a method that allows you to analyze and predict the stability of certain business processes or business objects (for example, the stability of sales of certain types of goods, the predictability of market behavior of various groups of buyers, fluctuations in the level of consumption of certain resources, etc.). P.).

"The coefficient of variation

In combination with ABC - XYZ analysis - this is the identification of unconditional leaders (AX groups) and outsiders (C Z). In total, when conducting a combined analysis, we get nine groups of goods:

Table 3.5 "Joint analysis of ABC and XYZ"

It can be seen from the table that there are no goods of the AZ, BX, CX groups in the assortment of the pharmacy.

Products of group AX (drugs) are characterized by high sales volume and stability. It is necessary to ensure their constant availability, but it is not necessary to create an excess safety stock, since the demand for goods in this group is well predicted.

Goods of AY (Orthopedics) and BY (dietary supplements) groups with high turnover have insufficient sales stability, and, as a result, in order to ensure their constant availability, it is necessary to increase the safety stock.

Products of the BZ group (medical cosmetics) are characterized by low sales predictability. Attempting to ensure guaranteed availability for all items in a given group with excess safety stock alone will result in a company's average stock being significantly increased. For the goods of this group, the ordering system should be reviewed. Some goods need to be transferred to a system of orders with a constant amount (volume) of the order, for some goods it is necessary to ensure more frequent deliveries, choose suppliers located close to the warehouse (and thereby reduce the amount of insurance inventory), increase the frequency of control, entrust work with this group of goods to the most experienced manager of the company.

For goods of the CY group (sanitary hygiene products), you can switch to a system with a constant order volume, but at the same time form an insurance stock based on the company's financial resources.

The CZ product group includes medicinal herbs, teas, balms, herbal remedies and homeopathy. If possible, these products are best removed from the range. In any case, they need to be regularly monitored, since it is from these goods that illiquid assets arise, from which the company incurs losses.

Any purchase of drugs is associated with high costs for the company (logistics, storage, etc.), as well as with direct risks, such as write-off of goods by expiration date. Keeping an accurate, balanced purchase is a priority for both the wholesaler and retailer, especially in the pharmaceutical industry, where many drugs are seasonal, which means they are subject to significant sales fluctuations.

To analyze and evaluate the effectiveness of the assortment policy of the Good Doctor pharmacy, I conducted a survey, the purpose of which was to study the consumer preferences of drugs sold by the pharmacy as a means of increasing sales and conducting a more effective assortment policy.

To conduct the survey, a questionnaire was developed that allows achieving the goal and solving the tasks of this event. The respondents were between the ages of 25 and 65. All respondents answered the same questions.

50 respondents and the number of visitors to the pharmacy per day were identified and involved.

Primary survey analysis:

For questions:

1. How often do you visit Dobry Doktor's drugstores?

Answered: YES - 38 people, which amounted to - 76%; NO - 12 people, which accounted for 24%.

2. Are you satisfied with the range of medicines sold in the drugstores of the Dobry Doktor company?

Answered YES - 15 people, which amounted to - 30%; NO - 35 people, which accounted for 70%.

3. Are you satisfied with the prices for medicines in the drugstores of the Dobry Doktor company? (on a 5-point scale)

Put 3 points - 8 people, which amounted to - 16%; 4 points - 16 people, which amounted to - 32%; 5 points - 26 people, which amounted to - 52%.

4. What medicines do you buy most frequently? You can mark several groups!

Answered:

A (cardiology) - 14 people;

B (dietary supplements) - 12 people;

B (sanitary facilities) - 13 people;

G (orthopedics) - 7 people;

D (Cosmetics) - 3 people;

E (Herbs and herbal preparations) - 2 people;

F (homeopathy) - 8 people.

5. Does the pharmacist's advice influence your choice?

Answered: YES - 40 people, which is - 80%; NO - 10 people, which amounted to -20%.

6. How would you rate the service provided by Dobry Doktor's drugstores?

Answered:

A (Excellent) - 6 people, amounted to 12%;

B (Good) - 25 people, which accounted for 50%;

In (Bad) - 19 people, which accounted for 38%.

Answered:

A (Good) - 4 people, which amounted to - 8%;

B (Bad) - 30 people, which amounted to -60%;

B (Not seen) - 16 people, which is -14%.

8. Which group of products presented in the pharmacy do you consider to be insufficient? You can select multiple answers!

A (cardiology) - 34 people;

B (dietary supplements) - 10 people;

B (sanitary facilities) - 9 people;

G (orthopedics) - 17 people;

D (Cosmetics) - 5 people;

E (Herbs and herbal preparations) - 7 people;

F (homeopathy) - 3 people.

Based on the survey results, the following conclusions can be drawn:

Pharmacy points "Good Doctor" are often visited by consumers;

The percentage of dissatisfied customers is high in terms of the quality of service and the completeness of the assortment group of medicines and orthopedics;

Respondents are more satisfied with drug prices;

80% of respondents listen to the advice of a pharmacist;

Bibliography

1. Kryazhev D., Napalkova A.TOP200 pharmacy chains in Russia for the first half of 2016 // Electronic version of the magazine "Vedemicum" - 2016, № 18 - Access mode: http://www.vademec.ru/article/top200_aptechnykh_setey_rossii-2016/ - Date of access: 12.12.2016
2. Golubkov E.P. ABC- and XYZ analysis: conducting and performance evaluation // Marketing in Russia and abroad.- 2010.- N3

The code M.04.01.00 "Pharmacy"

Executor: student of the 6th year of the 1st group

Faculty of Pharmacy

Sapronetskaya S.I.

Supervisor: assistant Voronetskaya I.P.

Vitebsk, 2003

Introduction

I. Theoretical part

1.1. Comparative statistical analysis of the incidence of children in the Republic of Belarus and the Russian Federation

1.2. Studying aspects of drug therapy

1.3. Early Childhood Nutrition and Impact on Health

II. experimental part

2.1. Pharmacy characteristic

2.2. Analysis of the assortment by pharmacotherapeutic groups

2.3. Segmentation of the sales range

2.4. Comparative analysis of prices for medicines used in pediatrics

2.5. Questionnaire analysis

III. Conclusion

IV. Literature

Application (questionnaire)

Introduction

Public health protection is the most important state task. The health of the nation is determined primarily by the health of children and adolescents.

In the coming decades, children and adolescents of the 1990s will determine the level of the country's welfare, its economic, scientific and cultural potential.

Numerous reports have appeared in medical publications about the deterioration in the health of children of various age groups. Such characteristics of the pathology of childhood, which are determined by the characteristics of the economic recession and the crisis in health care, have clearly manifested themselves, namely: an increase in the prevalence of chronic diseases, an unfavorable epidemiological situation in the country, a sharp increase in the prevalence of socially conditioned pathology.

The deterioration of children's health is caused not only by economic instability, but also by the growing scale of environmental pollution, the widespread use of bad habits and social diseases, the weak introduction of a healthy lifestyle, and a number of other reasons.

The child's body is especially sensitive to the influence of a complex set of environmental factors, which is explained by the functional immaturity of its tissues and systems.

After the catastrophe at the Chernobyl nuclear power plant in the Republic of Belarus, the incidence of newborns almost doubled, the number of absolutely healthy young children decreased, and the number of children with chronic diseases increased.

Under the conditions of a severe budget deficit experienced by children's medical and preventive organizations, the role of pharmacies has significantly increased - the only source of drug assistance to the children's population. Not only the health but also the lives of sick children often depend on the completeness and timeliness of this assistance.

The urgency of the problem of providing drugs used in pediatrics, and led to the choice of the topic of the thesis.

The main objectives of the thesis:

To study and theoretically summarize the data of literary sources on the problems of providing drugs used in pediatric practice, the prevalence of certain diseases in pediatrics;

Analyze the availability of assortment positions in pharmacotherapeutic groups dispensed for children, identify drugs with stable, fast and slow circulation in each group;

Determine the proportion of medicines for children;

Conduct a comparative analysis of prices (depending on the manufacturing country), determine the average cost of medicines;

To study the opinion of consumers about the information need for medicines, attitudes towards self-medication and the impact of advertising on the purchase of medicines for children.

I. Theoretical part

1. Comparative statistical analysis of the incidence of children in the Republic of Belarus and the Russian Federation.

2. Studying aspects of drug therapy.

3. Child nutrition at an early age and the impact on health.

1. Comparative statistical analysis
morbidity in children
in the Republic of Belarus
and the Russian Federation

Trends in the deterioration of the health status of children from 0 to 14 years of age have become stable; Morbidity rates in 1995-1999 worsened both in general and for all major classes of diseases that form chronic diseases. Similar trends are observed in the health status of children under the age of 1 year. The incidence of rickets, anemia, and malnutrition is on the rise.

In 1999, compared with 1995, the incidence of newborns increased 1.4 times, incl. diseases with a high risk of mortality (sepsis, congenital anomalies, hemolytic disease).

In the Russian Federation, the incidence of children of all age groups has increased significantly over the past 5 years. Thus, the incidence of diseases of the musculoskeletal system increased by 80%, the genitourinary system - by 90%, the nervous system and sensory organs - by 35%, the circulatory system - by 56%, diseases of the blood and blood-forming organs - by 123%, the endocrine system - by 90%.

In terms of the number of cases in the Russian Federation, respiratory diseases are in the lead (1996 - 46.7%). The second place is occupied by diseases of the skin and subcutaneous tissue (17.1%). In third place are diseases of the nervous system and sensory organs (13.1%). It was revealed that in comparison with 1996 in 1997 the number of visits to the polyclinic increased by 11.5%.

The incidence of respiratory organs in children under 3 years of age is much higher than the incidence in older children. In terms of diseases of the nervous system, children under 3 years of age also took the first place.

In the Republic of Belarus, in comparison with 1991, an increase in the incidence of the population by 11% is noted for all classes of diseases. The number of children (under 14 years of age) and by 33.5% of adolescents (15-17 years of age) with newly diagnosed morbidity increased by 20.1%.

The level of general morbidity among children in 1997 was 145,499.2 cases per 100,000 children, primary morbidity - 131,705.4 - almost 1.5 times higher than in the adult population.

In the structure of the incidence of children in the Republic of Belarus, respiratory diseases occupy the first place (up to 60% of all cases of diseases and up to 71% of those newly registered during the year). There is a tendency for the growth of diseases of the nervous system, digestive organs. Chronic diseases are currently diagnosed in an average of 40-45% of schoolchildren, and among healthy 3/4 are children with various morphofunctional disorders. The number of healthy children in school groups on average does not exceed 15%, and in the senior classes it decreases to 7%.

For the period from 1988 to 1998. there has been an increase (more than 2 times) in diseases of the musculoskeletal and connective tissue; 2 times - circulatory pathology, mental disorders, blood diseases, neoplasms.

In the period from 1990 to 1998. per 1000 examined children, the revealed decrease in visual acuity increased from 16.4 to 21.5%.

In the Republic of Belarus, in connection with the accident at the Chernobyl nuclear power plant, there is a significant increase in the number of autoimmune thyroid diseases. For the period from 1990 to 1995. the incidence increased by 3 times.

The vitamin status of every 4th child can be assessed as polyhypoavitaminosis.

According to the materials of medical examinations, the level of chronic pathologies is 5.7 times higher than according to the data of visits to the clinic.

If we compare the incidence of children in Belarus and Russia (per 10 thousand child population), then in 1992 and 1996. Belarus was inferior to Russia, and already in 1995 and 1997. - Almost 10,000 more cases have been registered in Belarus.

A more complete picture of the incidence of the main classes of diseases can be seen in the diagrams.

Morbidity by main classes of diseases
(per 10 thousand child population) for 1997

Thus, the deterioration in the health of children and adolescents is accompanied by a decrease in the possibility of obtaining a wide range of knowledge (23%), a restriction in the choice of profession (20 - 50%), a decrease in the fitness for military service (28.4%), and a restriction of reproductive opportunities (15 - 36 %).

2. Study aspects of drug therapy

According to the Moscow Medical Academy. THEM. Sechenov, in 1996 and 1997. children under 3 years of age consumed drugs from 30 pharmacotherapeutic groups. The most frequently prescribed antibiotics (in 1996 - 28.3%, in 1997 - 23.5%), mainly of the penicillin series (62.1% and 60.3%, respectively). Thus, the prescription of antibiotics for the treatment of pneumonia in children aged 2 months to 11 years accounts for 10.6% of all prescriptions. The most commonly used antibiotics were: gentamicin (26.1% of cases), cefazolin (19.6% of cases), ampicillin (15.2%), kanamycin (9.8%). Cloxacillin (2.2%), polymyxin (2.1%), doxycycline and ampiox (1%) were used less frequently. In second place in terms of frequency of prescription are sulfonamides (18.5% and 19.3%), mainly in such dosage forms as suspensions and syrups.

Analgesics-antipyretics, which took third place, are represented mainly by paracetamol syrup. The frequency of prescribing efferalgan and cefecon in suppositories is low.

Expectorants were prescribed mainly in tablets, syrups, drops.

Doctors often prescribe antibiotics and sulfonamides for the treatment of acute respiratory infections, acute respiratory viral infections and influenza in children in the absence of signs of bacterial damage. Moreover, a similar picture is observed in most countries of the world.

Uncontrolled use in recent years of antibiotics of new generations often leads to an increase in antibacterial resistance. Therefore, it is possible to return to the "old" drugs, which have been used less frequently in recent years, and to which the sensitivity of the microbial flora has been restored (for example, co-trimoxazole).

In recent years, the proportion of chlamydial mycoplasma and penicillin-resistant infections in the etiology of recurrent otitis has increased, especially in children under 3 years of age. In the treatment of these diseases, macrolides occupy a special place (efficiency 87%).

In the pharmacotherapy of allergic diseases in children, an important role belongs to the use of antihistamines. It is more appropriate to use 2nd generation antihistamines in children - claritin (loratadine), zyrtec, kestin, etc. Iron deficiency anemia remains an important problem for children's health, which is recorded in 20% of the world's child population.

The presence of intestinal nematodes (roundworm, pinworms) is often not diagnosed by laboratory methods, but intestinal dysfunction, allergies, weakening of protective mechanisms are manifested. When prescribing levamisole (decaris), mebendazole (vermox), there is an improvement in well-being.

According to a sociological survey conducted in the Russian Federation, pediatricians for medical, preventive treatment often prescribe:

Medicinal plant materials (96.4%);

Vitamins (96.2%);

Mineral salts (50.4%);

Immunomodulators (60.9%);

Anthelmintic (39.9%);

Biologically active additives (37.7%);

Antihistamines (34.6%);

Tonic (33.8%);

Sedatives (30.1%);

Other medicines (15.8%).

3. Eating a child at an early age
and health impact

It is now known that mother's milk is not only an indispensable food product for a child, but also a protective factor for a growing organism.

So, for example, it has been proven that the longer the mother fed the child with breast milk, the less he had diseases of the upper respiratory tract. Anemia occurs in children who were transferred to artificial feeding in the first three months of life, 3 times more often than in children who were breastfed for more than 6 months.

A child is transferred to artificial feeding in cases where the state of health of the mother does not allow breastfeeding, or the child has diseases that require the introduction of medicinal mixtures.

Of great importance is the choice of milk mixtures.

Mixtures are divided into 2 groups: sweet milk and sour milk mixtures. Each group has 2 subgroups:

1) simple or unadapted mixtures in which cow's milk protein has not been previously subjected to special processing;

2) adapted mixtures in which the protein is subjected to special processing.

Highly adapted mixtures include: Agu-1, Baby-milk, Nan, Alesya-1, Bebelak, Pre-Hipp, Hipp-1, Piltti, Bona , "Tutteli".

To partially adapted - "Baby", "Kid", "Aptamil", "Hipp-2", "Similak", "Nestozhen", "Detolakt".

For feeding premature babies, the mixtures "Novolakt-MM", "Detolakt-MM", "Vitalakt", "Ladushka" are used.

In case of allergy to cow's milk, mixtures are used in which soy protein is introduced instead of milk protein: Bellakt-Soya, Nutri-Soya, Similak-Izomil, Hipp G.A.-1, Hipp G.A. -2", "Heinz-Soya".

Studies conducted in one of the children's polyclinics in Poltava showed that in the most frequently ill children (54%) the main substitute for milk was the formula "Baby" (partially adapted); 42.5% of children were fed with cow's milk, and only 3.5% of the examined children who were bottle-fed received modern adapted formulas. The survey showed that the reason for such feeding was the lack of budget in the family (51%) and the lack of information from district pediatricians about the benefits of modern adapted formulas (38%). Thus, the main task of pediatricians is to timely and fully inform mothers about the artificial feeding of children, and the task of pharmacists and pharmacists is to provide information on the use, storage, availability and varieties of milk formulas. At the state level, it is necessary to address the issue of reducing the number of children who are bottle-fed.

At present, there are practically no quality standards for pharmacotherapy in the system of providing medical care to the children's population. This is due to the lack of widely available, complete, systematized information on the range of pharmacological characteristics of children's medicines produced in the CIS and purchased abroad.

The completeness of the use of the range of medicines for children for various pharmacotherapeutic groups ranges from 42% to 90%. The low level of use of the assortment is a consequence of the fact that doctors do not have complete information about the availability of medicines in the pharmacy.

To increase the completeness of the range of use, some pharmacies have developed information sheets on clinical classification, which is a list of medicines available in the pharmacy with an indication of their price. Such information is submitted to the clinic 2 times a month. Information sheets are convenient for physicians; the practice of their application allows to increase the completeness of the use of the range of medicines.

The increase in the number of drugs and dosage forms has significantly increased the role of reference and information publications in the practical work of pediatricians. The main reference books of medicines remain "Medications" by M.D. Mashkovsky and reference book "Vidal" of the publishing house "Astra Pharm Service". Based on a survey of 550 pediatricians (in Moscow), the inestimable value of these publications in improving the quality of pediatricians' work is quite obvious.

It has been established that the most preferred form of obtaining information for pediatricians is a newsletter (90% of respondents).

In conditions of budget deficit, the demand for over-the-counter medicines is increasing. Studies have shown that in 93% of cases, visitors come to the pharmacy without a doctor's prescription. Therefore, for over-the-counter medicines, especially those used in pediatrics, information about medicines is very important for both the buyer and the pediatrician. Unfortunately, advertising in the media often misleads the consumer, highlighting only the benefits of the drug and forgetting to mention its unsafety and side effects. Studies have shown that 54% of the respondents use television information about maintaining health, 7% - newspaper, 35% - from magazines, 10% - on the radio.

According to the survey, the population finds answers to questions about disease prevention and maintaining the health of adults and children in 50% from a doctor in a polyclinic, 33% from a pharmacist in a pharmacy, 10% from healers, 22% from other specialists . But at the same time, 62% of respondents believe that it is easier to get an answer to a question of interest in a pharmacy than at a doctor's appointment.

II . experimental part

1. Characteristics of the pharmacy.

2. Analysis of pharmacotherapeutic groups in the assortment of a pharmacy and demand for medicines.

3. Segmentation of the trading range.

4. Comparative analysis of prices.

5. Analysis of the questionnaire.

1. Characteristics of the pharmacy

The study of the data was carried out on the basis of pharmacy No. 1 of LLC JV "VitVar", located at the address: Vitebsk, Frunze Ave., 26, building 3. Pharmacy is a non-state form of ownership.

The pharmacy is located on the first floor of a residential building. Within the service radius of the pharmacy there are: a children's clinic, polyclinic No. 4, TMO "Cardiology", a diagnostic center. The pharmacy has one department - finished dosage forms. The goods come from the pharmacy warehouse of LLC JV "VitVar", which purchases medicines from pharmaceutical companies:

1. CJSC "Belfarmintorg", Minsk.

2. CJSC "Medpreparaty", Minsk.

3. CJSC "Pharmamedical-Minsk", Minsk.

4. IP "Baltic-Pharm", Minsk.

5. IP "Belinvestfarma", Minsk.

6. IP "Chelestina", Minsk.

7. ODO "Alexfoodservice", Minsk.

8. ALC "Altreks", Baranovichi.

9. ODO "SPS", Minsk.

10. ALC "Farmin", Minsk.

11. LLC "Galateks", Minsk.

12. LLC "Diafarm", Minsk.

13. LLC "Digitalis", Minsk.

14. LLC "Komfarm", Minsk.

15. LLC "Likubbel", Minsk.

16. OOO "Logotype", Minsk.

17. OOO "Pramen", Vitebsk.

18. OOO "Provizor", Minsk.

19. LLC "Simurg", Vitebsk.

20. LLC "Tair", Minsk.

21. LLC "Titovion", Minsk.

22. LLC "Pharmacist-plus", Minsk.

23. Pharmprom LLC, Minsk.

24. Chefi LLC, Minsk.

25. PTCUP "Odnazhdy", Minsk.

26. RUE "Borisov Plant of Medications", Borisov.

27. TCHUP "Deka-3", Minsk.

28. UE "Vonavi", Minsk.

29. UE "Group-STS", Minsk.

30. UE "Interofitsina", Minsk.

31. UE "Medstar", Minsk.

32. UE "Medfarminvest", Minsk.

33. UE "Pharmacy", Vitebsk.

The staff of the pharmacy is made up of the head pharmacist and the pharmacist for dispensing medicines. The pharmacy has one department that sells medicines both by prescription (except for free and subsidized) and without prescriptions.

When placing goods on display cases, there is no division into medicines for children and medicines for adults. The goods are located on pharmacotherapeutic groups. And the task of the pharmacist is to explain to parents what can be used for children and in what doses. There are drugs (» 10% of the entire range) used only in pediatrics; medicines used in pediatrics with an appropriate dosage, which can also be used in adults at a higher dosage (> 30%); but mostly in the pharmacy there are medicines with a dosage for an adult (they can also be used for a child, but in a smaller dose; the task of the pharmacist is to point this out to parents and recommend a dose in accordance with the age of the child) - "60%. Thus, the use of many groups of drugs in pediatric practice is difficult due to the lack of the necessary dosages of drugs.

There are separate display cases for milk formulas, baby food, and child care items.

For the study, waybills for January, February, March 2002 were manually selected.

2. Analysis of the assortment by pharmacotherapeutic groups

In accordance with the waybills, the main pharmacotherapeutic groups of drugs used in pediatrics were identified. The data are presented in table No. 1.

The share of pharmacotherapeutic groups in the range of drugs used in pediatric practice

Table #1

The range of drugs used in pediatric practice is represented in the pharmacy by 19 pharmacotherapeutic groups. Based on the analysis of the assortment, the leading position is occupied by vitamins and immunostimulants - 13.24% (38 items), in second place - mucolytics - 11.5% (33 items), in third place - antibacterial drugs - 10.1% (29 items). ).

In each group of products, drugs with stable, fast and slow circulation were identified in terms of circulation speed (Table No. 2).

The criterion for classifying the drug was the rate of implementation.

Sustainable handling - 5 to 10 packs per day. Fast handling - more than 10 packs per day. Slow circulation - from 1 to 5 packs per day.

Characteristics of drugs in terms of circulation speed

Table number 2

Next, the dynamics of calls to the pharmacy over time was determined. The peak of applications for children's medicines falls on the time from 14.00 to 17.00 when the pharmacy is open from 8.00 to 20.00 (an average for two working weeks).

Dynamics of calls to the pharmacy over time

During the day, different drugs are in unequal demand. The frequency of purchases of various medicines within an hour may look like this:

more than three times Paracetamol, Ampicillin, Ascorbic acid, Hematogen, Naphthyzinum, Brilliant greens

2 - 3 times Pikovit, Oxolinic ointment, Interferon, Galazolin, Pertussin, Plantex

1 - 2 times Rosehip syrup, Macrofoam, Milk mixtures, Kameton

1 time Immunal, Linex, Dentinox

The study of the assortment structure of sales provides information on the state of consumer preferences and the basis for the formation of an assortment policy.

In the process of work, the pharmacist maintains a constant dialogue with the pharmacy visitors. So, the most frequently asked questions to the pharmacist were highlighted:

How to take the medicine;

What is available in the assortment from a particular disease;

Side effect of the drug;

From what age can a particular drug be used;

What prophylactic drugs are used during an influenza epidemic, etc.

3. Segmentation of the sales range

All medicines by country of origin can be divided into three groups. The first group included medicines produced in the Republic of Belarus. The second group of medicines came from neighboring countries (Russia, Ukraine, the Baltic countries). The third group includes medicines imported from abroad (Poland, Germany, Hungary, Czech Republic, Israel, etc.).

The analysis was carried out for January, February, March 2002 according to waybills. The data are presented in table No. 3 and diagram No. 4.

Table #3

Segmentation of the assortment by manufacturer

It follows from the analysis that the main supplier of medicines used in pediatric practice is the far abroad - 47%, then the near abroad - 35% and the Republic of Belarus - 18%.

When segmenting medicines by dosage forms, the following data were obtained (see table No. 4 and diagram No. 5).

(tablets, ampoules, capsules, dragees, granules)

Table No. 4

Segmentation of the assortment by dosage forms

Chart No.

The leading dosage form in children's practice are drops - 25%, then - tablets (22%), suspensions (15%).

Ampoules have the smallest specific gravity - 6%.

4. Comparative analysis of prices for
medicines used in pediatrics

Analysis of drugs for the study period was carried out according to the following criteria:

Medicines worth up to 500 rubles;

Medicines from 500 to 1000 rubles;

Medicines from 1000 to 3000 rubles;

Medicines from 3000 to 5000 rubles;

Medicines from 5000 rubles. and higher.
The data are presented in table No. 5.

Ranking of the commercial range of available medicines
during the analyzed period, depending on the price of one package

Table number 5

Ranking of the commercial assortment of available medicines (average for three months: January, February, March 2002) depending on the price of one package

In the study period, drugs costing up to 500 rubles had the largest share. Medicines costing from 1000 to 3000 rubles were in second place, medicines costing from 500 to 1000 rubles were in third place.

During the study period, a comparative analysis of prices for medicines was selectively carried out depending on the country of origin (Table No. 6).

Comparative analysis of prices for medicines depending on the manufacturing country

Table No. 6

So, paracetamol syrup 100 ml, produced in the Republic of Belarus, costs 3.5 times cheaper than that produced in Russia, and 6.9 times cheaper than produced in France under the name "Panadol".

Vitamin E (capsules No. 10), produced in the Republic of Belarus, costs 4.8 times cheaper than imported from Poland.

Doxycycline (capsules 0.1 No. 10), produced in the Republic of Belarus, costs 25 times lower than imported from the Netherlands and 1.5 times lower than imported from Russia.

On the example of these medicines, it can be seen that the most expensive are medicines produced in non-CIS countries.

5. Analysis of questionnaires

In order to study demand, morbidity, and information support, a questionnaire was developed (see Appendix) and a sociological study was conducted among visitors to pharmacy No. 1 of LLC JV VitVar. A total of 75 people were interviewed.

The age of children whose parents went to the pharmacy varied:

a) up to a year - 18%;

b) from 1 to 3 years - 25%;

c) from 3 to 6 years - 40%;

d) from 6 to 14 years old - 69%.

Age of children whose parents contacted the pharmacy

For nutrition, artificial milk mixtures were more often used (71% of respondents), mother's milk - only 29%.

Type of feeding

The following dry milk formulas are in the greatest demand:

TUTTEL: 51% (producer - Austria);

BONA: 35% (producer - Austria).

Milk formulas in the greatest demand

Diagram #11

If the child is unwell, parents:

a) go to a pediatrician - 34%;

b) go to a pharmacy - 48%;

c) self-treatment by known methods - 18%.

When a child is unwell, parents ...

Diagram #12

According to the questionnaire, the most common diseases in children are:

a) diseases of the respiratory system - 23%;

b) acute respiratory infections, acute respiratory viral infections, influenza - 19%;

c) diseases of the gastrointestinal tract - 14%;

d) allergies - 15%;

e) beriberi, anemia - 11%;

f) diseases of the nervous system - 8%;

g) injuries, burns - 10%.

The most common diseases in children

Diagram #13

Most of the respondents noted that:

a) medicine prices are high – 38%;

b) affordable prices - 27%;

c) purchase medicines regardless of the price – 35%.

Drug prices...

Diagram #15

In the first place in terms of demand are medicines produced in non-CIS countries (43% of respondents), in second place - in the Republic of Belarus (37%), in third place - in neighboring countries (20%).

Demand for medicines depending on
from the country of origin

Diagram #17

Conclusion

The review of literature data on the topic of the thesis was carried out in the following areas:

Comparative statistical analysis of the incidence of children in the Republic of Belarus and the Russian Federation;

Studying aspects of drug therapy;

Early childhood nutrition and impact on health;

The experimental part of the thesis work was carried out on the basis of the pharmacy No. 1 for mother and child LLC JV "VitVar".

The pharmacy has one department that sells medicines both on prescription and without prescriptions, in which the dispensing of drugs is carried out by the head pharmacist and the pharmacist for dispensing medicines.

The range of medicines is represented by nineteen pharmacotherapeutic groups. During the analysis, it was found that the group “vitamins and immunostimulants” has the largest share - 13.24% (38 items), then mucolytics - 11.5% (33 items), antibacterial drugs are in third place - 10.1% ( 29 titles).

In each group of drugs, drugs with stable, fast and slow circulation (in terms of sales speed) were identified, which may be important for optimizing the assortment and updating it in general and for individual commodity units, taking into account the life cycle.

When the pharmacy was open from 8.00 to 20.00, the peak of requests for children's medicines, on average, fell on the time from 14.00 to 17.00. When studying the frequency of drug purchases within an hour, it can look different. This provides information about the state of consumer preferences and the basis for the formation of an assortment policy.

When segmenting the trade range by country of origin, the largest share is in the far abroad - 47%, near abroad - 35%, the Republic of Belarus - 18%. This suggests that 82% of medicines used in pediatrics are imported from abroad.

The range of medicines for children by types of dosage forms for the analyzed period is presented: tablets, dragees, granules, ampoules, capsules, drops, suspensions.

When segmenting the assortment by types of dosage forms, the largest share - 25% - drops; 22% - tablets; 15% - suspensions; the smallest specific gravity - ampoules - 6%.

Thus, 46% are liquid dosage forms, which indicates the specificity of drugs for children.

When ranking the commercial range of medicines for children at the price of one package, drugs costing up to 500 rubles are in the first place - 29%, then from 1000 to 3000 rubles - 28% and from 500 to 1000 - 19%.

A comparative analysis of prices for selected drugs shows that the most expensive are drugs produced in non-CIS countries.

A sociological survey was conducted on the basis of a pharmacy using a specially designed questionnaire (see Appendix). The survey was conducted among regular pharmacy customers who purchased medicines for their children. A total of 75 people were interviewed. Thus, as a result of the survey, it was found that:

Most frequently, medicines were purchased for children aged 6 to 14 years (69%) and the least number of requests were for children under one year old (18%);

More often drugs were purchased for girls - 69%, less often - for boys - 31%;

Most of the children were bottle-fed - 71%, and only 29% of babies were breast-fed;

If the baby was bottle-fed, the parents gave the greatest preference to mixtures produced abroad. Thus, the milk mixture "Tutteli", produced in Austria, was in the greatest demand;

When the child was unwell, in 48% of cases the parents went to the pharmacy and only 34% - to the pediatrician, 18% treated the child by known methods;

In the first place among the incidence of children are respiratory diseases - 23%, the second - acute respiratory diseases and influenza - 19%, the third place is occupied by allergic diseases - 15%;

The following pharmacotherapeutic groups are in the greatest demand: 18% - vitamins and immunostimulants, 15% - antitussives, 13% - antibiotics;

It was found that for the majority of parents, the prices for medicines for children are high (38%), but 35% of the respondents purchase medicines regardless of the price, for 27% the prices are affordable;

35% of respondents purchase medicines for children after consulting a specialist, for 34% of respondents advertising in the media does not influence the choice of medicines, for 31% advertising influences the choice of medicine;

The greatest preference is given to medicines produced in non-CIS countries - 43%, then medicines produced in the Republic of Belarus - 37% and 20% - in neighboring countries.

Literature

1. "Medicines for diseases of civilization" - "Remedium" magazine, July - August, 2001, p. 10.

2. "Statistics and demography" - Journal "Problems of organization and information ZD", No. 2, 1999, p. 55.

3. "Statistics and demography" - Journal "Problems of organization and information ZD", No. 1, 2000, p. 45.

4. Azatyan S.M. "On the rational use of antibiotics in pediatric practice" - Abstracts of the Congress "Man and Medicine", 1998, p. 674.

5. Aidarus A.A., Kovrigina E.S., Rumyantsev A.G. "The development of iron deficiency in children living in various socio-economic conditions" - Abstracts of the reports of the Congress "Man and Medicine", 1999, Moscow, p. 269.

6. Bogomilsky M.R., Garashchenko U.I. "Macrolides and mucolytics in the treatment of recurrent otitis in children" - Abstracts of the Congress "Man and Medicine", 1999, Moscow, p. 132.

7. Vyalkov A.I., Shashkova G.V., Skulkova R.S. "Conceptual approach to the formation of an advanced training program in drug management" - Journal "Pharmacy", No. 1, 2001, Moscow, Ministry of Health of the Russian Federation.

8. Gavryushova L.P., Zakharova I.N., Repina E.A. "Reference publications in the work of a pediatrician" - Abstracts of the reports of the Congress "Man and Medicine", 1999, Moscow, p. 499.

9. Dorofeeva V.V. "The influence of marketing communications on the promotion of pharmacy products" - Abstracts of the Congress "Man and Medicine", 1999, Moscow, p. 503.

10. Kovaleva E.M. "Influence of the type of feeding on the spread of premorbid conditions in young children of Poltava" - Abstracts of the Congress "Man and Medicine", 1998, p. 283.

11. Collegium of the Ministry of Health of the Russian Federation "What is now speaking through the mouths of babies?" - Journal "Economic Bulletin of Pharmacy", Moscow, 2001, January, pp. 73 - 76.

12. Kononova S.V. "The role of the pharmaceutical service in maintaining the health of the population" - Journal "Economic Bulletin of Pharmacy", No. 8, 2001, pp. 71 - 75.

13. Kopanev Yu.A., Sokolov A.L. "The results of antihelminthic therapy ex juvantibus in children" - - Abstracts of the reports of the Congress "Man and Medicine", 1999, Moscow, p. 303.

14. Korovina N.A., Zakharova I.N., Zaplatnikov A.L. Danilova I.E. "Co-trimoxazole in pediatric practice" - Abstracts of the Congress "Man and Medicine", 1999, Moscow, p. 177.

15. Maksimova T., Gaenko O. "Children's "illness" of drug provision in Russia" - Journal "Remedium", No. 5, 2001, p. 21, Moscow.

16. Pavlovich T.P. "Modern problems of morbidity in the child population" - Journal "Issues of organization and informatization of healthcare" No. 2, 1999, pp. 11 - 19, Ministry of Health of the Republic of Belarus, Minsk.

17. Pashanova O.V., Nikitina N.N. "Improving the organization of preferential drug provision for children" - Journal "Pharmacy", 1998, No. 5, pp. 36 - 37, Russian Federation, Moscow.

18. Pilintsevich N.N., Lomat L.N., Karnitsky G.G. "Social and hygienic aspects of the health of adolescents in Belarus" - Journal "Organization and Information ZD", No. 4, 1999, pp. 3 - 9.

19. Plahocha L.P., Kalinina G.V., Zalezinskaya G.A. "The state and trends in the health of the child population of the Republic of Belarus" - Journal "Issues of organization and informatization of healthcare", No. 3, 1999, Ministry of Health of the Republic of Belarus, p. 34.

20. Rusakova E.M. "Pediatrics. Fundamentals of rational feeding", Minsk, "TetraSystems", 2001, pp. 43 - 52.

21. Safronova T.A., Shishkina E.A. "Marketing research of the children's market segment in the structure of free and subsidized drug provision for outpatients" - Journal "Recipe", No. 1 - 2, 2001, pp. 52 - 57, Ministry of Health of the Republic of Belarus.

22. Smirnova G.I. "The use of antihistamines in allergic diseases in children" - Abstracts of the Congress "Man and Medicine", 1999, Moscow, p. 233.

23. Urusova T.I., Davydova N.V., Bazelyuk E.V. "The concept of service culture and its importance in working with consumers of goods and services" - Journal "Economic Bulletin of Pharmacy", No. 12, 2000

Appendix

Dear parents - visitors to our pharmacy!

The questionnaire was developed to study the demand and wishes, improve the quality of service, expand the range of medicines used in pediatric practice.

Please answer the questions provided.

1. Age of your child: a) up to 1 year;

b) from 1 to 3 years;

c) from 3 to 6 years;

d) 6 to 14 years old.

2. Gender: a) female;

b) male.

3. What kind of feeding is (was) your child?

a) chest;

b) artificial.

4. Milk nutrition of which manufacturers (if possible, indicate the name and country of production) is (was) used for the child?

a) domestic;

b) imported.

5. If the child is unwell:

a) consult a pediatrician;

b) go to the pharmacy;

c) self-treatment by known methods.

6. The most common diseases in children:

a) acute respiratory infections, acute respiratory viral infections, influenza;

b) diseases of the respiratory system;

c) diseases of the gastrointestinal tract;

d) allergies;

e) beriberi, anemia;

e) diseases of the nervous system;

g) injuries, burns.

7. Which of the following pharmacotherapeutic groups do you buy more often?

a) vitamins, immunostimulants;

b) drops (in the ear, nose, eye);

c) painkillers, antipyretics;

d) antibiotics;

e) antihelminthic;

f) preparations of iron, calcium, iodine;

g) antitussive;

h) antidiarrheal;

i) wound healing;

j) antiallergic;

k) antiviral;

m) others.

8. Does the cost of the drug matter?

a) expensive

b) available;

c) buy medicines regardless of the price.

c) purchase after consultation with a specialist.

10. What medicines do you prefer:

a) produced in Belarus;

b) produced in neighboring countries;

c) produced in foreign countries.

11. Wishes, suggestions.

We are grateful for your answers. Health to you and your child!

Main Directorate of the Altai Territory

for health and pharmaceutical activities

regional state budgetary professional educational institution

"Blagoveshchensk Medical College"

Coursework analysis of the assortment policy of a pharmacy organization on the example of the Implozia pharmacy in the Blagoveshchensk region

steppe lake

Introduction

In modern marketing, market research is of particular importance. These studies are necessary to anticipate the development of the market situation, primarily to determine the magnitude of demand, develop measures to adequately influence the market and obtain the maximum effect from its production and marketing activities.

The task of pharmacy organizations is not only to make a profit, but, above all, to perform a social function to provide the population with high-quality and affordable medicines. In connection with the order of the Ministry of Health of the Russian Federation dated September 15, 2010 N 805n "On approval of the minimum range of drugs for medical use necessary for the provision of medical care"

Currently, there is significant competition in the pharmaceutical market. In this competitive struggle for the consumer, the quality of the products sold, a wide range of services, and a high level of service are of great importance. But the most important and relevant in the current fierce competition is a properly planned assortment. Therefore, assortment analysis methods are now becoming important - both to ensure sales growth and profitability, and to form the most optimal stock of goods in terms of nomenclature.

The relevance of this topic lies in the fact that an enterprise engaged in the sale of products should pay no less attention to the range of products, as well as quality. Assortment policy at the enterprise should become one of the main components of the entire policy of the enterprise. Only in this case, the company can improve its economic performance and be competitive.

The object of the study is the assortment policy in pharmacy organizations.

The subject of the study is the assortment policy of the pharmacy organization "Implozia".

In this regard, the purpose of the course work is: adjusting the assortment policy of the pharmacy organization.

Achievement of the goal is expected through the solution of the following tasks:

1. Get acquainted with the assortment of the pharmacy organization;

2. To study the indicators of assortment formation;

3. Conduct an analysis of the breadth and degree of renewal of the pharmacy assortment;

Research methods:

1. Observation;

2. Data collection;

The text of the work is placed without images and formulas.
The full version of the work is available in the "Job Files" tab in PDF format

Introduction

Relevance of the topic: The product range of a pharmaceutical organization is of great socio-economic importance, since its quality determines the completeness of satisfaction of consumer demand and the level of trade services for market entities. A rationally formed assortment accelerates the turnover of the commodity mass and increases the efficiency of the enterprise. Thus, the product range must be studied in order to meet consumer demand, attract new customers, increase profits and increase the competitiveness of the pharmacy organization.

Currently, due to environmental degradation and climate change, the incidence of respiratory diseases in our country has increased, and as a result, the demand for intranasal preparations has increased. This group of drugs occupies a significant part of the assortment and is in high demand, especially in the autumn-winter period, when diseases such as rhinitis and SARS are widespread, that is, there is a peak in incidence.

Thus, a properly formed assortment of intranasal drugs in a pharmacy that meets all the requirements of consumers can bring huge profits to a pharmacy organization, which is especially important in the conditions of high competition among pharmacy organizations that we are currently seeing.

The general foundations for the study of assortment policy were laid by: Skripkina A.V., Kotler F., G.L. Azreva, K. Bowman, A. Weissman, A.P. Gradov, JI.M. Putyatin and others. However, no one has yet studied consumer preferences in the Stolichki pharmacy chain, so this topic is relevant.

Purpose: optimization of the range of intranasal drugs in the network of pharmacies "Stolichki".

Research objectives:

Conduct a content analysis of literary sources devoted to the analysis of the range of drugs.

Give a general description of intranasal drugs.

To study the range of intranasal drugs in the network of pharmacies "Stolichki".

Compare prices for intranasal drugs used for rhinitis in pharmacies of the Stolichki chain with the price corridor of Moscow pharmacies.

Research methods:

Retrospective analysis

Graphic

Main partChapter 1. Assortment policy of pharmacy organizations

Pharmacy assortment

The word "assortment" is borrowed from French, where assortiment comes from assortir - "select, sort, harmonize" (from sort - "sort"). In Russian, the word "assortment" became widespread from the middle of the 19th century, and it became known a little earlier - at the beginning of the 19th century.

Based on the meaning of the word "assortment", we will define the concept of assortment of a pharmacy organization:

The assortment of a pharmacy organization is a set of medicines and other medical (pharmacy) products, formed according to certain criteria.

Each pharmacy retailer must create its optimal assortment of drugs in order to maximize the profit received from sales. She should correctly allocate her financial resources, relatively speaking, she needs to choose: to purchase a large number of cheap drugs or several expensive packages.

There are several stages of work with the assortment: planning, formation and management.

Assortment planning

Assortment planning is the process of identifying promising trade names that will fill the assortment portfolio, meet the needs of consumers and provide a profitable pharmacy business.

In his article, Lysak Y. considers an integrated approach to assortment planning and indicates the following factors that should be considered when planning:

sales volume of each heading or a certain group of goods;

features of the organization of the work of the pharmacy itself;

location features;

customer needs and preferences;

Also, Lysak Yu. in his work indicates such a method of planning changes in the assortment as defect analysis. This method allows you to identify the demand for missing drugs by fixing the demand in the accounting system or on paper. But this method has a significant drawback: the data can be distorted due to an insufficient defect tracking system.

1.2. Formation of the assortment of the pharmacy organization

The process of forming the assortment of a pharmacy organization can be divided into the following stages:

1. Carrying out market research (estimating the level of morbidity of the population; determining the demand for medicines and non-drug assortment; conducting an expert assessment of medicines; assessing and determining consumer preferences; calculating the approximate number of beneficiary consumers; assessing competitors);

2. Taking into account the regulatory framework in force in the Russian Federation (trade rules; approved lists of drugs; categories of medicines dispensed; restrictions on the dispensing of certain drugs (for example, tightening the dispensing of a number of drugs that were previously dispensed without a prescription since 2017); rules for free and reduced holidays);

3. Direct formation of the assortment (the list of main pharmacotherapeutic groups (PG) is determined; then PG are distributed depending on demand; the number of positions in each PG is determined; a list of drugs for a particular pharmacy is developed);

4. The economic indicators of the formed assortment are calculated (the share of the volume of sales of individual groups and product names is calculated; the share of income by pharmacotherapeutic groups is determined; the speed of movement of drugs is calculated; indicators of commodity stocks are evaluated);

5. The indicators of financial and economic activity are evaluated, primarily turnover and profit;

6. Based on the results of financial and economic activities, decisions are made on the pharmacy assortment (if necessary, the assortment is analyzed in terms of its width, depth, saturation and comparability).

At first glance, it seems that you need to increase the number of trade units, expand the range, but this is not always the case. Certain factors should be taken into account when forming the assortment.

In his article, Satler V.V. highlights the criteria to which attention should be paid when forming the assortment. Among them, one can single out the criteria that a pharmacy can influence when planning and forming an assortment, and which it cannot. [17]

Tables 1. Criteria that are taken into account when forming the range.

In my opinion, the most important criteria are: the demand for drugs, the speed of movement of the drug and the profitability of their sale.

Also, when starting work on the formation of the assortment, it is necessary to take into account certain factors that can influence this process.

The factors influencing the formation of the assortment are divided into general and specific.

General factors - factors that do not depend on the specific working conditions of the pharmacy organization; These include: consumer demand and production of goods.

Specific factors - factors that reflect the specific working conditions of the pharmacy organization. These include the following factors, which can be divided into: factors that we can control when forming the assortment and which we cannot influence.

Table 2. Factors influencing the formation of the range.

I also think that it is necessary to take into account whether the pharmacy is a network or a single one, and what form of display of goods: open, closed or mixed.

1.3. Assortment management

Product assortment management is the activity of forming, maintaining and improving the assortment of goods in order to ensure the profitability of trade.

Marketers usually distinguish the following main points of assortment management:

Formation of the assortment;

Establishing the level of requirements according to its characteristics - breadth, depth, richness and harmony.

Latitude is characterized by the number of assortment groups that make up the product range of the pharmacy organization. For example, if a pharmacy sells medicines and optics, then the breadth of its assortment is two.

1.3.1. The main characteristics of the product range

The depth is determined by the number of assortment items in each assortment group. In a pharmacy, it is characterized by a variety of dosages, concentrations, packaging of one name of the drug. That is, when we have in the assortment not just an ampoule solution of analgin, but in different concentrations, different packaging and dosages registered in the State Register of Medicines, then the depth of such an assortment is satisfactory. On the one hand, a deep assortment allows you to meet the needs of consumers as much as possible and makes it possible to offer them a wide range of prices, which increases the competitiveness of the pharmacy, but on the other hand, a large amount of money is needed to maintain such an assortment, that is, a deep assortment increases the costs of a pharmaceutical organization.

Saturation is the number of positions in all assortment groups of goods. The saturation of the pharmacy organization with goods depends on the growth in demand, high profitability of goods, the introduction of new competitive medicines and medical products on the market. Currently, in connection with the state program of import substitution, the pharmaceutical market is constantly being saturated with new drugs.

Harmony is characterized by the degree of interchangeability of goods of various assortment groups in terms of their purpose, requirements for the organization of production, promotion on the market and use.

2. Content analysis of the Russian market of intranasal drugs used in rhinitis

Rhinitis or inflammation syndrome of the nasal mucosa may have an allergic or non-allergic, infectious, etiology. Approximately 50% of the adult population suffers from bacterial or viral rhinitis. An even higher incidence is observed in children. The prevalence of allergic rhinitis in different countries of the world is 4-32%, in Russia - 10-24%. Allergic rhinitis is often associated with bronchial asthma, 55-85% of patients with bronchial asthma report symptoms of allergic rhinitis. Currently, various groups of drugs are used in the complex therapy of rhinitis, among which selective α2-adrenomimetic drugs for intranasal administration occupy a special place. This pharmacological group is used to relieve the symptoms of the disease, providing a local vasoconstrictor effect and relieving swelling of the nasal mucosa.

Based on the statistical data, we can conclude that a fairly large number of people of different age groups are interested in buying drugs from the assortment group we are studying. It should also be noted that, for the most part, intranasal drugs used for rhinitis are classified as OTC drugs (over-the-counter drugs), which makes them more accessible to the consumer.

Currently, 232 drugs are registered in Russia that have α 2 -adrenomimetic activity and are used for rhinitis of various etiologies. At the same time, only 7 international generic names of this group are registered on the Russian pharmaceutical market. And only one INN is included in the VED list - xylometazoline.

Figure 1 - The structure of the INN of selective α2-adrenomimetic

by number of trade names.

The leading position in the Russian pharmaceutical market in terms of the number of registered trade names is occupied by medicines with INN xylometazoline (57%), oxymetazoline (24%) and naphazoline (9%). The remaining INNs range from 1% to 4%. [rice. one]

According to the number of active substances in the drug, the market for α 2 -adrenergic agonists is divided into single drugs and combined drugs:

Figure 2 - The structure of the Russian market of selective α2-adrenomimetic drugs used in the treatment of rhinitis by the number of active substances.

Most of the drugs belonging to the group of α 2 -adrenergic agonists are monopreparations (93%) and only 7% are combined drugs. [rice. 2]

Intranasal drugs are available in three dosage forms, drops, sprays and nasal gels. In the diagram below, we can see what share of the pharmaceutical market this or that form occupies:

Figure 3 - The structure of the Russian market of selective α2-adrenomimetic drugs used in the treatment of rhinitis by dosage form.

Thus, based on the diagram data, we can conclude that half of the drugs included in the study group are available in the form of a nasal spray (50%). Slightly less, namely 44%, are presented in the form of nasal drops, and gels account for only 6%.

Figure 4 - The structure of the Russian market of selective α 2-adrenomimetic drugs used in the treatment of rhinitis by country of manufacture.

Russia is the leader of the Russian market of intranasal drugs by country of origin (50%). The second place is occupied by Germany (15%). The rest of the countries make up from 1 to 4%. [rice. 4]

CHAPTER 2. ANALYSIS OF THE RANGE OF INTRANASAL DRUGS IN THE NETWORK OF PHARMACIES "STOLICHKI"

Pharmacy "Stolichki" refers to social network pharmacies and is very popular among the population. The range of intranasal drugs used in rhinitis is represented by 87 trade names, which is approximately 38% of the range of the Russian market for this group of drugs. Of the 7 INNs, only 5 are available in the pharmacy: xylometazoline, oxymetazoline, naphazoline, xylometazoline + dexapentanol and xylometazoline + ipratropium bromide. As we found out earlier, these drugs occupy a leading position in terms of the number of trade names on the Russian market.

Figure 5 - The structure of the INN of selective α2-adrenomimetic

drugs used in the treatment of rhinitis

by the number of trade names in the network of pharmacies "Stolichki".

The first place in terms of the number of trade names is occupied by xylometazoline (56%), the second is naphazoline (19%), the third is oxymetazoline (15%), the fourth is occupied by the combined drug xylometazoline + ipratropium bromide (8%) and the fifth place is xylometazoline + desapentanol (2 %). [rice. 5]

In the network of pharmacies "Stolichki" intranasal drugs are presented in three dosage forms: drops, sprays and gels.

Figure 6 - the structure of selective α2-adrenomimetic drugs used in the treatment of rhinitis in the network of pharmacies "Stolichki" according to the release forms.

More than half of the assortment of intranasal drugs in the Stolichki pharmacy network is occupied by sprays (58%), slightly less by drops (40%), and gels account for only 2%. Compared to the Russian market, there are more gels registered than are present in the pharmacy assortment. [fig.6]

Figure 7 - the structure of selective α2-adrenomimetic drugs used in the treatment of rhinitis in the network of pharmacies "Stolichki" by country of origin.

The network of pharmacies "Stolichki" contains drugs from 11 and 16 registered countries of origin. The leading position is occupied by Russia (35%), the second place is Germany (23%), the third - France (9%). The rest of the countries make up from 1 to 7%.

Table 3. Intranasal drugs used in rhinitis of various etiologies.

Thus, based on the data obtained, we can conclude that the Stolichki pharmacy chain does not have the lowest prices for intranasal drugs used for rhinitis of various etiologies, but they do not reach the maximum threshold, remaining at an average level.

findings

After analyzing the literature on the analysis of the range of drugs, I came to the conclusion that each pharmacy retail organization should make its own optimal assortment of drugs, based on the factors of its planning and formation.

Currently, 232 intranasal drugs are registered in the Russian Federation, used for rhinitis of various etiologies. Most of them are monopreparations (93%). The leader in terms of the number of registered trade names is xylometazoline (57%). The dominant dosage form is the nasal spray form (50%). 50% of the Russian market is occupied by domestic drugs.

In the network of pharmacies "Stolichki" the assortment of intranasal drugs used in rhinitis is represented by 87 trade names, which is approximately 38% of the assortment of the Russian market of drugs in this group. In terms of the number of trade names, the drug with INN xylometazoline is the leader (56%). More than half of the range of intranasal drugs is occupied by drugs in the form of nasal sprays (58%). The network of pharmacies "Stolichki" contains drugs from 11 and 16 registered countries of origin, the leading position is occupied by Russia (35%).

A study of prices for a range of intranasal drugs used for rhinitis of various etiologies showed that the Stolichki pharmacy chains have an average price level compared to Moscow pharmacies.

The network of pharmacies "Stolichki" should expand the range of intranasal drugs by including new trade names, and it is also necessary to follow the latest pharmaceutical market.

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