Kline Study Reveals Gold Standard for Retailer/OTC Marketer Partnerships

- Retailers Seek Qualities Beyond the Product Lineup -

May 21, 2008, 01:00 ET from Kline

    LITTLE FALLS, N.J., May 21 /PRNewswire/ -- U.S. drug retailers are
 looking for a more interactive relationship with over-the-counter drug
 marketers and have gone so far as to identify a "gold standard" for the
 marketer/retailer relationship, built on communication and sales support,
 according to the latest research from worldwide consulting and research
 firm Kline & Company.
     Data from Kline's U.S. Retailers' Perceptions of OTC Drug Marketers
 2008 report shows that while most marketers earn high points for product
 quality and performance, retailers would like to see more in the way of
 category leadership and a more hands-on approach at the store level.
     "Most of the store-level managers we spoke with said they felt left out
 when it comes to the sharing of market and consumer insights, and that most
 of this takes place at the corporate level," said Laura Mahecha, industry
 manager of the Healthcare practice for Kline's research group.
     In addition to more local-level interaction, retailers identified other
 key attributes that make up the gold standard for retailer/OTC marketer
 relationships. These include having a better appreciation for the
 retailer's business, valuing personal relationships, and fostering brand
 awareness among consumers to help keep products moving off the shelf.
     "This gold standard list is enlightening because these were unprompted
 responses from the retailers," Mahecha said. "They didn't check off a list
 or rank criteria that we provided. These were open-ended feedback
 opportunities and the data we collected reveals what they really want."
     To gather the most up-to-date responses, Kline interviewed more than
 300 executives and managers from drugstores, food stores, mass
 merchandisers, and other retail channels from February through April of
 this year. The data represents feedback from leaders in each channel,
 including drugstores such as CVS, Rite-Aid, and Walgreens; mass
 merchandisers Wal-Mart, Target, and K-Mart; food stores such as Food Lion,
 Kroger, and Safeway; and other outlets including Costco, Sam's Club, Family
 Dollar, and DrugStore.com.
     U.S. Retailers' Perceptions of OTC Drug Marketers 2008 provides a
 detailed analysis of retailers' perceptions of the top 10 OTC drug
 companies in the U.S. across 30 different product categories, including
 digestive products, internal analgesics, topical treatments, upper
 respiratory products, vitamins and minerals. Retailers rated each company's
 performance in 22 different attributes ranging from products, services, and
 category leadership to pricing and promotions.
For more information about U.S. Retailers' Perceptions of OTC Drug Marketers 2008, go to www.klinegroup.com/reports/y648.asp or contact Laura Mahecha at +1-973- 435-3446 or Laura_Mahecha@KlineGroup.com. About Kline Kline is a worldwide consulting and research firm dedicated to providing the kind of insight and knowledge that helps companies find a clear path to success. The firm has served the management consulting and market research needs of organizations in the chemicals, materials, energy, life sciences, and consumer products industries for nearly 50 years. For more information, visit www.KlineGroup.com.
For more information, contact: Janice Kriegman Manager, Marketing Communications +1-973-435-3440 Janice_Kriegman@klinegroup.com