Branding Project: Terry White Chemist

This branding project focuses on Terry White Chemist, an Australian pharmacy retailer, and discusses its brand performance, opportunities for growth, brand audit, and recommendations for improvement.

Branding Project
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Table of Contents
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Brand performance and opportunity for growth..........................................................................3
PART 2............................................................................................................................................4
Brand audit...................................................................................................................................4
PART 3............................................................................................................................................6
Recommendations........................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8
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INTRODUCTION
Branding refers a process of providing a specific meaning or recognition of an
organization, products and services by creating a brand in customers' mind (Khamis, Ang and
Welling, 2017). This present study is based on Terry White Chemist which is an Australian
pharmacy retailer as it has merged with Chemmart and so, it has changed its logo, name and
branding. This study will discuss brand performance of this Terry White chemist as which
strategy and strength has made it able to make itself differ than its competitors. Further, it will
show importance of marketing campaign as it allows company in attracting and sanctifying
customers.
PART 1
Brand performance and opportunity for growth
Terry White Chemist: Terry White Chem mart is an Australian pharmacy retailer which
is owned by Terry White group. This brand was being founded in the year of 1959 and operates
in healthy and beauty and pharmacy (Mitchell, 2016). It is also stated that this brand is becoming
popular, well-known and respected in community pharmacy in South East Queensland, and they
established one of the 1st pharmacy franchises in Australia. Initially it was known as Terry White
Chemist and after the merger it with Chemmart, it rebranded under the new combined chain with
new logo, name and branding as well. After the merger of Terry White Chemist with Chemmart
in 2016 it is now considered the largest pharmacy group in Australia. It has ore than 450
community pharmacies across Australia.
Competitors: There are several players in the market who are providing healthy
products, pharmacy or drugs for prescribed medicines and are increasing competition. Chemist
Warehouse is one of the main competitors of Terry White Chemmart which has around more
than 8000 employees (Brooker, 2016). Pharma save is other main player as it is a Canadian
independent pharmacy which also deal in healthcare products and drugs and has around 700
stores across Canada.
Current challenges in the market: In the context of pharmaceutical sector it can be said
that media often claims it of price gouging and it is also stated that due to changes in
environmental factors like climate changes, pharmaceutical sector and all its firms raises its
prices and take undue advantages of situations (Media Claims of Price Gouging at Pharmacies,
2020). It is also blamed that some firms under this sector give drugs and medicines to adults
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without prescription and allegations, blames is one of the main problem which Terry White
Chemmart is facing as it is affecting its brand name.
Building mental availability: For successful brand there is requirement of having both
mental and physical availability. In the context of mental availability it can be said that it refers a
probability of customers of recognizing, noticing products and services and thinking about brand
buying Terry White Chemmart brand can increase mental availability with brand awareness
among customers (Cohen and et.al., 2020). By focusing on marketing and also on both quality as
well as quantity of consumer's mental structure it can increase it. One of the other main key and
focused area of this Terry White Chemmart is it makes easier brand access in its consumer
memory in more buying situations and for more consumers.
PART 2
Brand audit
For measuring effectiveness of performance it is important for companies to focus on
brand audit as it is a thorough examination of brand's current position in the market as compared
to competitors (Padmaja and Srivastava, 2017). It makes company able to see their actual
position in the market as compare to their competitors along with strengths, weaknesses and
strategies.
Marketing: It is one of the main steps of brand audit in which it identifies its strengths as
strategy as how it reaches to customers, how customers can have access to its products and
knowing areas for improvement for making people aware about its all products as services. For
example: Terry White launches a brand campaign named: 'That's real chemistry' which helped
it out in building its reputation in the market for increasing customers experience (Clark and
Burstall, 2018).
In the context of brand positioning, chief operating officer of this brand, Duncan Philips
said that its campaign 'That's real chemistry' provided it with a point of differences (Terry
White Launches new Brand Campaign, 2019). It has skilled and experienced master class trained
pharmacists who not only makes its differentiate because of its training skills but also for its
abilities of suggestion related to patients and communities.
As compare to its competitors, Chemist Warehouse, its campaign its effective but on the
other hand, Chemist Warehouse also focuses on increasing experience of customers in its new
brand campaign. It also focuses on lofty items. It is also known and popular for providing huge
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range of consumable brands at fair prices. Our House song is the main theme of its campaign by
which it wants to make its customers or patients feel refreshed and energetic (Chemist
Warehouse Focuses on Experiences of Customers, 2014).
In addition, in the context of Pharma save, which is another main player in this industry
and competitor of terry White can be said that it came up with a fresh approach for a coupon
mailer. It has designed some string of paper dolls in which each features a coupon for its
different product. By making an effective use of some social media platforms like Facebook and
others it makes people aware about features of its offerings but as compare to Terry White and
Chemist Warehouse it has not developed an effective campaign yet.
So, on the basis of marketing campaign and strategy it can be said that it is on the top in
the market
Ways of growing: In the context of positioning and marketing strategy which is one of
the main strength made it able to grow, can be said that communication is the main focused area
in it. It communicates its marketing activities and brand message to customers in a way which
have meaningful impact and increase trust and loyalty with its customers (Brandão, Sousa and
Rodrigues, 2020). One of the main aims of this brand is to provide and make sure easy access to
pharmacists, customers and expert health advice in order to improve health of society. For that it
provides qualitative, accessible and cost effective community based healthcare services and
programs.
Messaging and branding: Selecting mode of communication and platforms for
promotion of products is important and vital. So, in this regard it is stated that marketing
campaign of Terry White Chemmart, 'That's real chemistry' is going to roll out across both
digital and traditional media platforms across Australia which include: Press, outdoor, TV and
across all asset of website, social, catalogues and POS (Memişoğlu, 2018).
Mental availability: There is one key of creating mental availability in customers is
quality and prices of offerings. So, in this context it is identified that this brand provides
medicines and clinical pharmacy services for hospitals, day surgery patients. It is also found that
Terry White is Stepney is a national diabetes service scheme approved pharmacy via diabetes
Australia (Terry White Chemmart, 2019).
It provides facilities to patients to have easier access and getting their blood sugar test
from Stepney. It increases mental availability in customers. In addition, it is also identified that
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this brand won an effective heart Award because of its ability of customers engagement,
providing qualitative services to stores, hospitals and patients with easier access.
PART 3
Recommendations
In the context of Terry White Chemmart it is stated that it has developed an effective
market campaign but there are some areas on which it requires attention in order to solve all
problems which it is facing. It is stated that media blames that pharmaceutical sector including
all firms do not conduct or follow codes of ethics and provide drugs and services at higher prices.
So, in this context it can be recommended to this brand that it should maintain all data of its
customers who buy products and services along with quantity and prices on which it is being
offered (Reinhardt, Oliveira and Ring, 2020). By doing so it can prevent itself against law-suit
and can also present data related to it.
In addition, it can also be suggested to this brand that it should provide online delivery of
medicines and drugs to needy people who cannot come to store for buying as it can make them
feel valued and can also increase trust (Aves, 2018). It can also help them out to increase
customers retention rate and making its effective position in the market. It is the best way of
increasing mental availability as continuous potential customers' reach makes them feel valued
and allow them to cooperate brand in accomplishing its mission. By making or developing
refreshed brand-linked memories and successful stories of patients and existing customers,
company can make its people aware about its effectiveness because new customers do not prefer
to buy products from unknown shops as which are not known to them. So, for making them
know about characteristics, it can share all brand-linked memories on TV, social media platform.
CONCLUSION
From the above presentation it has been summarized that brand positioning and brand
audit played a vital role as it allows company and brand in identifying its actual position in the
market. It can also find out its all strengths and weaknesses which can allow it to take
opportunity and taking competitive advantages by comparing all features of products, services
and strategic effectiveness with competitors. Further, it has also discussed ways of increasing
mental availability along with importance of marketing strategy or marketing campaign. An
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effective market campaign allows company to improve their brand and making people aware
about all elements related to product.
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REFERENCES
Books and journal
Aves, A., 2018. The application of blockchain in the pharmaceutical sector.
Brandão, A., Sousa, J.C.C. and Rodrigues, C., 2020. A dynamic approach to brand portfolio
audit and brand architecture strategy. European Business Review.
Brooker, C., 2016. Falling apart. AJP: The Australian Journal of Pharmacy, 97(1157), p.5.
Clark, B. and Burstall, R., 2018. Blockchain, IP and the pharma industry—how distributed
ledger technologies can help secure the pharma supply chain. Journal of Intellectual
Property Law & Practice. 13(7). pp.531-533.
Cohen, J. and et.al., 2020. The mental availability of different countries of origin in China. Wine
& Viticulture Journal, 35(1), p.68.
Kalia, V. and et.al., 2017. Personal branding: a primer for radiology trainees and
radiologists. Journal of the American College of Radiology. 14(7). pp.971-975.
Khamis, S., Ang, L. and Welling, R., 2017. Self-branding,‘micro-celebrity’and the rise of Social
Media Influencers. Celebrity studies, 8(2), pp.191-208.
Memişoğlu, M., 2018. Branding of prescription and non-prescription drugs.
Mitchell, S., 2016. Terry White Group pharmacies look to bulk up ahead of potential
IPO. Busidate. 24(2). p.12.
Padmaja, V. and Srivastava, G.N., 2017. Qualitative Dimensions of Brand Audit: An
Exploratory Analysis for Measuring the Immeasurable. SJCC Management Research
Review. 7(1). pp.83-96.
Reinhardt, I.C., Oliveira, J.C. and Ring, D.T., 2020. Current perspectives on the development of
Industry 4.0 in the pharmaceutical sector. Journal of Industrial Information
Integration. 18. p.100131.
Online
Media Claims of Price Gouging at Pharmacies. 2020. Available through: <
https://ajp.com.au/news/its-unfair-to-point-the-finger-at-pharmacies/>
Terry White Launches new Brand Campaign. 2019. Available through: <
https://www.terrywhitechemmart.com.au/wp-content/uploads/2019/03/05.03.19-
terrywhite-chemmart-launches-new-brand-campaign.pdf>
Chemist Warehouse Focuses on Experiences of Customers. 2014. Available through: <
https://mumbrella.com.au/chemist-warehouse-focuses-experiences-customers-new-
brand-campaign-244058>
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Terry White Chemmart. 2019. Available through: < https://www.sportsmed.com.au/affiliated-
services/terrywhite-chemmart/>
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