ВЛИЯНИЕ МАРКЕТИНГОВЫХ МЕТОДОВ СТИМУЛИРОВАНИЯ ПРОДАЖ НА ВЕЛИЧИНУ СРЕДНЕГО ЧЕКА: АНАЛИЗ И РЕЗУЛЬТАТЫ

Abstract

The article presents the results of the analysis of various methods of increasing the size of the average receipt used by pharmacy organizations. Marketing methods of sales promotion are important elements of the economic activity of pharmaceutical companies, which contribute to increasing profits, expanding the coverage of the market of medicines, increasing customer loyalty. The analysis of the average check of the pharmacy organization allows you to evaluate the effectiveness of the activities of the employees of the first table, the specialists of the sales department and the managers of the pharmacy organizations. The paper presents the results of the analysis of the average receipt of pharmacy organizations federal and regional pharmacy chains of private ownership, as well as pharmacy organizations state pharmacy network. Economic indicators were used for three joint-stock companies from each pharmacy chain for the period from February to April 2021 and 2022. Using the calculation method, the values of the average check were determined, which amounted to 289 rubles, 219 rubles, 198 rubles (2021) and 382 rubles, 274 rubles, 236 rubles (2022), respectively. It turned out that the highest indicators of the average receipt were the result of the competent application of sales promotion methods in pharmacy organizations. Among the presented pharmacy chains, the most popular marketing methods are: consumer promotion, merchandising techniques (design of outdoor signage, use of rubricators, POS-materials), provision of additional services, pharmaceutical consulting, etc. The importance of such methods as online commerce, the development of personalization in informing, the availability of a convenient application and a website with the possibility of quick ordering is confirmed by the high average receipt of pharmacies in the federal network. A comparative analysis of receipts for the same period of time shows the influence of factors of demand fluctuations associated with the COVID-19 coronavirus pandemic, which led to a rush demand for medicines and medical products (disposable masks, gloves), which contributed to a significant increase in the average receipt in pharmaceutical organizations.