Familiprix
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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,...