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Importance of POB

& proven tips of POB

Who are customer?

1. Doctor

2. Retailer

3. Stockiest

Today we only discus about

second customer (retailer)

There are two types of retailer.

1. Retail only

a. who serves prescription

b. honor prescription

& ensure sales of doctor prescription habit

2. self consuming retailer

a. he also serves prescription

b. ensure sales through prescriptionc. sales through his/her self practices also.

Sales is directly influenced by availability of products. The marketer uses

distribution channels to display sales or deliver the product through wholesaler to

retailer.

1. process of product availability

a. direct order from retailer to stockiest

b. POB from retailer

What is POB?

POB is to bring the right product into contract with the right customer. It is a directface to face, seller to buyer influence which can communicate the facts necessary formaking buying decision.

Benefit of POB.

a. increasing the business performance to enhance compositenessb. helps in supply chain

c. identification of potential retailer

d. to make hounor of prescription and reduce substitution

e. to reduce expiry of product \\to maintain the movement of prescribe product

f. helps to obtain information from the retailer about doctor prescription habit and

competitor activity.g. To encure sales performance/ MSO month wise development status.

Our greatest assets is the retailer, so that find potential retailer categories themallocated a time and visit frequency

- Choose the best time to visit retailer

-Get the expectation/reaction towards our company

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-Give the scientific information/quality of product company vision/profile product

information and make trust

-Make sure to feel them that you are there to helps him/her not to disturb them.-For this body language, time management, planning, development of objection

handling and clear voice required.

Retailer are the most importance person in pharma marketing. A retail is not

depended on us, we are depended on him. When we achieve customer loyalty thenonly we can become success on POB.

Today retailer are becoming harder to please. They are smarter more prices/bonus

conscious more demanding less forgiving and they are approached by many morecompetitor with equal or better offers.

We should be able to mange detailed information about individual retailer and carefullymange all the retailer and maximize the retailer loyalty. The challenge is not to produce

satisfied retailer several competitor can do this, the challenge is to produce delighted andloyal retailer. A highly satisfied customer stays loyal longer buy more as the company

introduce new product, honour the prescription talks favorably about the company and its

product pays less attention to competing brand gives services idea to the company.