Carina Persson , pp. 50. MAM/Sektionen för Management, 2009.
Purpose: The aim of this study is to test four different hypotheses from the aspect of the title of this paper.
H 1 Consumers trust the pharmacy employees’ advice and suggestions for their purchase decisions more than the brand awareness they have received through the companies marketing communication
H 2 Consumers are enough affected of a company’s marketing communication to choose their brand even if the pharmacy employees recommend other brands.
H 3 Building brand equity through pharmacies can only be successful if the company has built up a trust for their brand among the pharmacy employees.
H 4 Without building brand equity the marketing communication strategy for Ferrosan
cannot increase their brand value and create loyalty.
Methodology: The research method that was chosen is a detective argumentation that starts from theories and explain different parameters regarding the subject I am concentration on. It is a case study where the companies branding strategy towards pharmacies in Sweden is analyzed bys a mix of semi-structured interviews, documentation analysis and a quantitative research .
Theoretical framework: The theoretical model that has been prepared gives me the possibility to analyze different parameters regarding branding that are important when building a brand in an new market. The model uses the variables individual conditions, knowledge and awareness, relation and loyalty, mental influence.
Empirical foundation: A certain influence from the organizational culture and own values could be seen among the pharmacy employees. To supply knowledge and awareness about their brand, Ferrosan has worked on a broad communication platform towards both pharmacies and end-users with the goal to build brand awareness. The Pharmacy has one of the four strongest brands in Sweden and they have very strong reputation both among customers and the public in general. Their strong position with good relation and loyal customers can help Ferrosan in their branding efforts. People are influenced by friends in their surroundings and their advice is highly rated. The strong brand value that the pharmacies have also makes people draw the conclusion that everything that is sold at pharmacies are of high quality and are good products without any doubts.
Conclusion: The result of the findings for the hypotheses accepted or rejected are as follows:
H 1 This hypothesis is accepted, especially in the cases where customers feel unsecure and
ask for advice.
H 2 This hypothesis is rejected if one look strictly at the current result, however for customers
who have received recommendations from friends together with the marketing
communication I feel that they do not listen to the pharmacy employees. This also
means that in future when the brand gets stronger the pharmacy employees will have
even less impact.
H 3 This hypothesis is accepted according to the findings
H 4 Also this hypothesis is accepted and I feel this is the strongest hypothesis of the four.