In addition to Value Drugs, there are three companies nationwide, providing discount pharmaceutical products. Value Drugs, however, has several unique features which distinguish it from competitors in the industry.

First, while the competitive advantage of any discount products manufacturer is it’s ability to compete on price, the Value Drugs brand has a unique image among discount pharmaceutical products: that of quality.  Where competing discount pharmaceutical product manufacturers attempt to capitalize solely on their own low price in relation to the major brands, they limit their appeal to value-conscious consumers.  Value Drugs, on the other hand, has attempted to create a brand identity associated with quality, as well as value.  It believes that consumers are attracted to discount pharmaceutical products emphasizing their quality in addition to affordability.  

Therefore, while the perception exists among consumers that discount products are not as effective, Value Drugs believes that a company such as it can further dispel this notion through clever advertising and promotion which will substantially broaden it’s appeal among brand-conscious consumers.  This strategy will effectively allow the company to become the brand of choice for the value-conscious consumer and potentially an even broader market segment.  

Second, it has and will continue to stress it’s proximity to local markets and it’s just-in-time inventory system as a method for enhancing delivery of orders and providing quality customer service.  By continuing to focus on the local market, the company can fine tune it’s operations for both products and establish limited brand awareness before expanding it’s scope regionally and nationally.

Third, it will stress the reliability of it’s products.  Consumers will be made aware of the fact that the cough syrup and stomach-relief medications from Value Drugs are equally, if not more, effective than the higher-priced, name brand products on the market.  It will also offer tours of it’s facility in order to emphasize the similarity of it’s operation with the multinational pharmaceutical producers, though on a much smaller scale.  In this manner, consumers will be more inclined to think of the Value Drugs products as the same in quality, reliability, and effectiveness as the major brands, with the only difference being the lower price of the products.