Group 3

Agung Kharem Mihadie

Anggita Suri Gusfadila
Fattiyah Annisah
Nur Ain Fatihah Binti Shamizan
2
Apotek Ksatria

Background
Apotek Ksatria was founded by Mr.
Suherman who is the owner of this
pharmacy. It was established in 2000 and
has been in the business for 19 years. This
pharmacy is the first branch in Tarandam
area. This pharmacy may also be known
as a drugstore. This drugstore is located
at Jalan Kesatria No. 3 Pasar Terandam
Padang. Apotek Ksatria is also one of the
pharmacy that have a lot of customer
almost every day in Tarandam district
compared to other pharmacies
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Kimia Farma

Background
Kimia Farma is the first pharmaceutical
industry company in Indonesia which was
founded by the Dutch East Indies
Government in 1817. Initially, the
company was named N.V. Chemicalien
Handle Rathkamp & Co (Jakarta), N.V.
Pharmaceutische Handel Svereneging J.
Van Gorkom & Co. (Jakarta), N.V.
Bandungsche Kinine Fabriek (Bandung)
and N.V. Jodium Onderneming
Watoedakon (Mojokerto).
4

Type of Retailer
Ksatria Pharmacy Kimia Farma

Apotek Ksatria is one of mom and Kimia Farma is included in the type of
pop drugstore in Padang. The type drugstore retail, which is a specialty
of retailer of Apotek Ksatria is store that concentrates on health and
categorized as drugstores. beauty care products. It represents
Drugstores are specialty store that pharmaceutical and some cosmetic
more concentrate on health and products to grow their sales.
beauty care (HBC) products.
5

Retail Market Strategy – Target Market

Ksatria Pharmacy Kimia Farma

The geographic range of their Kimia Farma thier target market is

target markets by mapping out the through the geographic of people
locations of competing pharmacies near jalan proklamasi with middle up
in the Tarandam area and targeting to high income. Kimia Farma also
consumers who live closer to their has quite higher price compared to
own drugstores. other drugstore because they give a
more confidence place with a various
medicine that many people needed
 Retail Market Strategy – Sustainable
6

Competitive Advantage
Ksatria Pharmacy Kimia Farma

- Location – Downtown or Near - Location – Near City Center, Jl

City Center Proklamasi
- Cust. Loyalty – Provide Excellent - Cust. Loyalty - Kimia Farma has
Service their Customer Loyalty Program,
which is "Healthy With Kimia
Farma".
7

Growth Strategy
Ksatria Pharmacy Kimia Farma

No specific growth strategy. They - Market expansion

are more thinking about ways to - Using latest technology in
grow the pharmacy or at least marketing
make it last longer
8

Retail Location and Site Location

Ksatria Pharmacy Kimia Farma

The retail location for Apotek The retail location for Kimia Farma
Ksatria is a downtown area. jalan proklamasi is a downtown
Downtown is the area of a city area. The area is near “busy area”
that'is the busiest, with the most or the CBD area
shops, restaurants, buildings, and
pedestrians

at Jalan Kesatria No. 3 Pasar Jl. Proklamasi No. 44, Padang.

Terandam Padang.
9

Store design should be consistent with

retailers image and strategy and have positive
influence on customer satisfaction and
purchasing behavior. The design of the retail
store are expected to be not only flexible and
Store Layout easy to access by customer but also cost
Design and effective for the retailers.
Visual
Merchandising
▫Types of design
▫Visual merchandise technique
▫Store atmoshphere
10

Type of design
Ksatria Pharmacy Kimia Farma
11

Visual Merchandise Technique

Ksatria Pharmacy Kimia Farma

They utilize the glass display rack There are four of the more popular
that is vertical. This helps customer techniques that you can use in your
to see the merchandise that Apotek retail store. They are vertical
Ksatria offers which are drugs and merchandising, horizontal
medicine. merchandising, cross
merchandising, and color block
merchandising
- Cross merchandising
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Store Atmosphere
Ksatria Pharmacy Kimia Farma

Color - Apotek Ksatria is utilizing -color

two colors here which are white -lighting
and blue. These colors are -scent
categorized as cool colors -music
Lighting – No specific lighting
Music - there is no music that
played while we observed this store
Scent - The smell of medicine is
dominant here
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Retail Communication Mix and CRM
a. Method of communicating with customer

Ksatria Kimia Farma

They tend to utilize the power of If there is promotional activites, it is
word of mouth or can be considered as paid and impersonal
categorized as unpaid personal activites. Including sponsorship.
promotional mix method.
14

b. Store brand building strategy

Ksatria Kimia Farma

Apotek Ksatria is applying two Kimia Farma outlets as pharmacies that
kind of strategies which are provide health products and services,
merchandise category and price now Kimia Farma has come with a
beauty and health retail named Kimia
or quality strategy.
Farma Health & Beauty. Other than
that, kimia farma strategy is from its
merchandise category where they
provide variety of medicine and related
product in the store. And as one of
known and famous pharmacy in
indonesia, they maintain their quality
and completeness of the products.
.
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C. CRM programs

Ksatria Kimia Farma

Apotek Ksatria doesn’t have its There is no system for keeping
own CRM program that creates customer data in kimia farma.
loyalty for their customer. The
Instead, their strategy to keep customer
owner also didn’t mention any
loyaly is by creating special event for
program in customer relationship customer. For example by giving out
management that Apotek Ksatria free gift package for 10 lucky winner in
applied their anniversary day, promotion like
buy 1 get 1, discount for certain product,
and make an event with special guest
from beauty influencer.
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Buying Merchandise & Retail Pricing Strategy
a. Branding Strategies

Ksatria Pharmacy Kimia Farma

Apotek Ksatria is using two Most of the product from kimia

strategies here, manufacturer’s farma are the from manufacturers.
brand and private-label strategies. There is no spesific product that
they self manufacture with the
company’s brand. Other than that
they also provide items from
certain brands for example for
beauty and multivitamins. They
also accept customer who had
prescription from doctor or
hospital
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b. Pricing Strategies

Ksatria Pharmacy Kimia Farma

- Contract with suppliers -Have contract with supplier

- Everyday Low Prices (ELDP) - supply of raw materials imported
from India and China.
18

Weakness and Suggestion

Ksatria Kimia Farma

- Apotek Ksatria doesn’t state what Weakness :
target that they aim for target market. -The image of kimia farma that the
price might be more expensive compare
- Apotek Ksatria also doesn’t have a to local pharmacy
specific platform to communicate -There are no spesific strategy on how
their retail store and their they keep the ” loyal” customer
merchandise. -There is no information about the
stocks in one store and the price online
Many people still prefer local pharmacy
Suggestion :
- Improve the promotion through Suggestion :
social media -Website for product information