Positioning Strategy
Positioning Strategy
Positioning Strategy
Mission
Our mission is to make healthcare accessible and affordable. We tend to provide a one stop solution for buying
authentic medicines at doorstep in the best possible time.
Vision
To associate with the best sellers all around the city and to deliver authentic medicines at the earliest to the
consumers at all parts of the city with a charge free delivery service.
Time is consumers primary concern. We provide a one stop solution for the customers to order medicines and
get it delivered at their doorstep in the best possible time. We also help the pharmacies to sustain and compete
with the leading online players by providing them a digital platform to connect with buyers in their vicinity.
➢ We strive hard to get the best sellers on board based on medicine availability and authenticity thereby saving
the time of customers to find an authentic seller.
➢ We have tie ups with best sellers all over the city to reach the destination within an hour.
➢ We provide SOD (Show On Delivery) option for the customers to share their prescription by the time of
delivery though prescription is mandatory to place orders via AroundU.
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Segmentation:
Geographic
Demographic
a. Age:
➢ 19 -25 (People who order medicines for their family members majorly
➢ 25 – 45 (People who order medicines for themselves as well as for family members)
➢ 45 + (Senior citizens who order medicines for themselves)
b. Income – Middle and High-Income Groups
c. Occupation – IT professionals, Managers, officials, homemakers
Psychographic
➢ Lifestyle - Busy lifestyle, comparison and discount oriented shopping, Laziness to step out
Behavioral
➢ User status – First time users and regular users, test users
➢ Usage cycle – Emergency buyers, weekly buyers, monthly buyers
Expenditure status
Target Market
Geography
Profession
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Opportunity Assessment:
PESTEL ANALYSIS:
➢ Government’s increase in the healthcare ➢ Increase in the affordability for healthcare due to
spending to 3 per cent if GDP sustained growth in income.
➢ ➢ Expansion in the medical infrastructure in terms
➢ Government’s spending on computer literacy of scale and scope.
project to create awareness among citizens on
IT products and services.
➢ Lack of accessibility and availability range in the ➢ Increase in the number of online buyers (India has
offline model around 167.2 million internet users)
➢ Improved Patients’ Compliance and Education ➢ Availability range, online assistance, and
➢ Expectation for anything and everything at the discreteness (Privacy for purchasing medicines
door step due to fast moving life style online)
➢ Maintenance of patient history and order history
in the cloud and database.
➢ Availability of integrated health solutions in a
single platform
➢ Population growth at 1.3 per cent every year with ➢ Information Technology Act 2000
a steady increase in the percentage of disease ➢ Drugs and Cosmetics Act 1945
prevalence ➢ Mandatory prescription for non-OTC products
➢ Prevalence of un-authorized medicines and
copycat products in the market.
➢ Increasing prevalence of lifestyle diseases.
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SWOT ANALYSIS:
Strength Weakness
➢ One stop solution to buy wide range of ➢ Dependent on retailers entirely for the
medicines delivery.
➢ User friendly and a compatible platform with ➢ Unavailability of real time database on the
just a 3-step process to order medicines retailer’s stock data.
Opportunities Threats
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Porter’s five forces analysis:
➢ Rivalry among the
existing online players
➢ Surge in the discounts
offered by the major
players
Bargaining Threat of
power of new
the sellers entrants
Bargaining
Threat of
power of
Substitute
buyers
➢ Customers of the
platform who expect ➢ Other alternative of
more discount in buying medicines
comparison with the from the nearby
major players pharmacy in the
➢
vicinity.
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Positioning Strategy:
Approach:
“AroundU” has positioned its products based on the following framework, as
shown in the figure(Positioning_Framework). The strategy for each of the
particulars have been elaborated in “Table_Positioning”.
Brand Mantra
Point of Parity & Points of
difference
Substantiators
Executional
Properties/Visual Identity
Values/Personality/Character
Fig: Positioning_Framework
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Table: Table_Positioning
➢ Brand Mantra
“Reaching you at the earliest”
➢ Points of Parity
a) Discounts
b) Online Platform
c) Door Delivery
➢ Point of
Differences
a) Turn Around Time(TAT) < 2 hours
b) Hotline
c) User-Friendly Interface
d) Authentic Medicines
➢ Substantiators
a) AroundU is already on the news for providing
super-fast and authentic deliveries.
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➢ Executional
Properties/Visual AroundU believes in reaching the target crowd
Identity through a set of creative posters and animations as
shown below.
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➢ Executional
Properties/Visual
Identity
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➢ Executional
Properties/Visual
Identity
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➢ Values/Personality a) Contemporary
b) Technological
PERCEPTUAL MAP:
Discount Discount
(Low) (High)
MedPlus
1mg
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EMOTIONAL BRANDING:
AroundU connects to the customer by:
1. Offering emergency services at lower costs
2. Prompt return and delivery
3. Offering tokens of gratitude to repeat customers
4. Offering late night deliveries for emergencies
5. Delivering Authentic Medicines
CONSUMER BEHAVIOR:
Consumer Target ➢ Faster Delivery of any pharma
retailer
Consumer Insights ➢ Need of early delivery at best
price
➢ Buying medicine from trustable
source
➢ Simple to use Mobile App
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Responding to Competitors:
Suppliers Substitutes
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