Section I — Basic information
|Business Results Period (Consecutive Months):||November 2010 - March 2011|
|Start of Advertising/Communication Effort:||November 1 2010|
|Base Period as a Benchmark:||November 2009 - October 2010|
Section II — Situation analysis
a) Overall Assessment
Familiprix is a chain of pharmacies in Quebec. A pharmacy, from a consumer standpoint, is an undifferentiated product. From one banner to another, we find the same products, same brands and about the same price. Differentiation plays a role in communications and the banner's brand image. This is a very competitive area where several banners are well established, such as Jean Coutu, which has nearly half the market share and has been the leader in this category for many years.