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.
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.
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