Value Drugs intends to run advertisements aimed at attracting the attention of purchasing decision-makers for those retail stores which offer stomach-relief and cough syrup products, as well as to facilitate potential sales by manufacturers representatives who will attempt to sell on behalf of Value Drugs.  Ultimately, however, the advertising will be directed at consumers in order to create a demand for the products which will further spark demand on the part of retailers to carry the Value Drugs products on their shelves. 

Value Drugs believes that the key factors motivating purchase by these people are, in order of importance: [1] price competitiveness of the items they purchase; [2] value of the products (highest quality for the best price); [3] quality and reliability of the products they purchase; and [4] ability of the items retailers purchase to sell themselves.

Value Drugs knows it’s products will be recognized as among the low priced leaders on the market.  Slightly more challenging in terms of an advertising theme will be the issue of quality.  Most consumers are of the mind set that because discount pharmaceuticals are less expensive than their name brand competitors, the quality of the ingredients going into the discount products make for a less effective end product.  In reality, the quality of the inputs is on par with the established multinational manufacturers.  However, in attempting to dispel this myth, it will stress the quality of it’s products in it’s advertising message to gain an association with the name brand products and to differentiate it’s products from it’s primary competitors in the discount pharmaceuticals niche who tend to emphasize their value as opposed to quality.

It expects to make a difference in the independent pharmaceuticals market with it’s unique packaging design and in-store promotional displays.  It will stress these characteristics in it’s ad campaign.

The major industry publications for retailers carrying pharmaceutical goods are Industry Week and Discount Trade Source.  Both these publications have been targeted for advertising campaigns as prime places to emphasize the unique selling advantage it’s products will have.  

It is believed not only that consumers will be more inclined to purchase a quality discount product, but also that more retail stores will carry the products if they understand the company’s packaging and in-store displays carry themes of quality and reliability rather than themes of low price.  Since purchasing agents at these chain stores are very interested in the ability of these products to sell themselves, Value Drugs aims to advertise this characteristic in their products.

Finally, this advertising theme will be reinforced with the mailings to purchasing executives and follow-up calls to these people by the sales force (see the Selling Tactics section of this plan for more information).

A complete budget and description of the planned advertising channels are laid out in the table (Advertising) below: