There are three companies nationwide providing discount pharmaceutical products like those that Value Drugs proposes to offer.  However, the company will have several unique features that will distinguish it from competitors in the business.

First, it will have a unique image among the discount pharmaceutical products currently available.  All other discount pharmaceutical products attempt to capitalize on their low price.  As a result, they limit their appeal to value-conscious consumers.  They also compete against each other in an effort to appear more generic and therefore less costly.  Value Drugs believes consumers will be attracted to discount products that emphasize their quality, in addition to their value.  The perception exists among consumers that discount products are not as effective in the pharmaceutical realm. Value Drugs believes that a company, such as it, can dispel this notion through clever advertising and promotion which will substantially broaden it’s appeal among brand-conscious consumers and become the brand of choice for these individuals in addition to the value-conscious consumer.  Because of this unique position, the company forecasts becoming immediately competitive by focusing it’s efforts in this niche, rather than seeking to penetrate the broader market for pharmaceuticals.

Second, it will 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 limiting it’s focus to the local market in the beginning, Value Drugs can fine tune it’s operations and establish limited brand awareness before expanding it’s scope nationwide.

Third, the company will stress the reliability of it’s product.  Consumers will be made aware of the fact that the cough syrup and stomach-relief medications from Value Drugs will be 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 their products as the same in quality, reliability, and effectiveness as the name brands, with the only difference being the lower price of the products.