Managementul marketingului la Sensiblu

1
Prezentarea companiei

• Sensiblu este una dintre cele mai mari retele de farmacii sub acelasi
brand din Romania, prezenta in toate localitatile de peste 50.000 de
locuitori, reteaua avand peste 480 de farmacii. Prima farmacie Sensiblu
a fost deschisa in 1997 si a adus un concept inovativ in Romania: health
and beauty pharmacy. 

• Contribuie la cresterea calitatii vietii oamenilor, printr-o gama larga

de produse, prin servicii si sfaturi profesioniste, intr-un mod placut si
accesibil. 

• Lanțul de farmacii Dr. Max, deținut de grupul financiar ceh Penta

Investments a cumpărat in 2018 A&D Pharma cu intentia de a
dezvolta si mai mult reteaua de fsrmacii Sensiblu.

2
 Concurenţa în retailul de medicamente
Principalele reţele sunt:
• Sensiblu
• Help Net
• Farmacia Tei
• Dona
• Catena
Profiturile din vânzarea medicamentelor sunt plafonate de marjele maximale
impuse de Ministerul Sanatatii.
Farmaciile pot însa realiza marje mai mari din vânzarea produselor cosmetice si
a celor parafarmaceutice.
Cosmeticele deţin circa 20% în cifra de afaceri a principalelor reţele.

3
Constant growth every month
Monthly performance
Clients
Clients Unique No of Sales volume Cashback
Month seen for a activated clients transactions (lei) (lei) 3,000 500
first time
450
2017-12 57 16 1 1 35 2 2,500
400
2018-01 541 192 25 33 1,709 85 350
2,000
2018-02 1,958 411 67 89 4,387 219 300

1,500 250
2018-03 2,543 548 145 202 9,631 481
200
2018-04 484 206 167 213 10,741 537 1,000
150
2018-05 476 224 191 257 12,931 647 100
500
2018-06 1,562 632 209 283 17,221 861 50

0 0
2018-07 2,077 746 347 468 26,507 1,325 1 2 3 4 5 6 7 8 9

2018-08 * 1,481 614 341 448 24,304 1,215 Clients seen for a first time Clients activated
Unique clients No of transactions
*until August 24

4
Clients with redemption increased their SoW by 33 p.p.

Evolution of SoW for the clients with redemption

Campaign

35% 32%
38%
47% 46%
63%
74% 74%
84% 80% 84% 85%
Ø = 52%

65% 68%
62%
53% 54%
Ø = 19%
37%
26% 26%
16% 20% 16% 15%

Aug-17 Sep-17 Oct-17 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Month #

Sensiblu Rest of the market

5
1 leu invested into cashback brought 15 lei in extra sales

Campaign‘s impact on incremental revenue vs. total costs (cashback + commission)

85,740
95,848
109,675

x 15

23,935
13,827
5,751
Baseline = expected spend Purchases before Redemptions Total spend during the Uplift in campaign Total cost
without the campaign activation campaign

6
Analysis of the market

7
Sensiblu is, with a market share of 14% number 1 in pharmacy
among our clients...

Distribution of BCR clients‘ spendings in pharmacy

14% Sensiblu
Rest of the market

8% Competitor 1

4% Competitor 2

4%
Competitor 3

70%

8
...but there is a big potential to gain new clients

Sensiblu’s Potential Total spend

goal Definition of target group customers (RON, 2017)

"Customer has not made a PoS trx at a

pharmacy during last year."
~378 726
Attract
Attract new
new
customers
customers
99m
"Customer has made a PoS trx at a (5/25/20%) 0
(0%)
pharmacy during last year, but none of ~288 405 5/25/20
Sensiblu
them at Sensiblu."

14m
"Customer spent <= 50% of their total (15%)
Make
Make clients
clients 82m
switch
switch to
to you
you
pharmacy wallet share at Sensiblu ~105 876 (85%) Sensiblu
during last year." 5/25/20

5m
Reward
Reward "Customer spent > 50% of their total (25%)
15m
your
your loyal
loyal pharmacy wallet share at Sensiblu ~54 162 5/25/20 (75%)
customers
customers during last year." Sensiblu

9
Our proposition is to broaden campaign to all customers
1. Expected results generated by the new users of Plus In Cont

Proposition:
• New clients (= who did not shopped at Sensiblu in last 6 months): 5%
• Existing clients (=who shopped at Sensiblu in last 6 months): 5% for transactions over 25 RON

Duration: 3 months

Results
• Client who will redeem:
• New clients: 14 000
• Existing clients: 2 600
• Spend (redemptions):
• New clients: 795k RON
• Existing clients: 156k RON

10
Our proposition is to broaden campaign for the existing clients
2. Expected results generated by the current users of Plus In Cont

Proposition: 5% cashback for transactions over 25 RON

Duration: 3 months

Targeting: clients who shopped at Sensiblu during last 6 months (18% of currently registered clients)

Results
• Client who will redeem: ~800
• Spend (redemptions): ~135k RON

11