ROLE OF IT IN D WATSON

INSTRUCTOR NAME: SIR KASHIF IBRAR

SUBMITTED DATE:29-12-23

SUBMITTED BY:

1. FAWAD AKHTAR: 01-111232-077

2. [Link]: 01-111232-148

3. ALI ZAFAR: 01-111232-279

4. [Link]: 01-111232-279

5. FAKHIR AHMED: 01-111232-070

6. MUHAMMAD ABUBAKAR: 01-111232-157

Contents
COMPANY PORTFOLIO.....................................................................................................................3
Background of D Watson:..................................................................................................................3
Description:.......................................................................................................................................3
Mission:.............................................................................................................................................3
IT in D. Watson and future opportunities:.....................................................................................4
Competition.......................................................................................................................................5
Branches in Islamabad:......................................................................................................................5
SWOT ANALYSIS................................................................................................................................5
What do you consider as D Watson's main strengths in the market?..................................................5
Can you elaborate on the weaaknesses that D Watson is currently addressing or needs to address?..7
What opportunities do you see for D Watson in the industry?.......................................................8
How is D Watson mitigating or planning for potential threats in the market?...........................8
Conclusion:....................................................................................................................................9
Flow Chart of Work Flow................................................................................................................10
7 Ps OF MARKETING.......................................................................................................................11
How does D Watson approach Product development to meet customer needs?...............................11
Can you explain the pricing strategy employed by D Watson and how it remains competitive?.....11
What channels does D Watson use for Place (distribution) of its products?.....................................11
How does D Watson approach Promotion to create awareness and attract customers?....................11
How does D Watson ensure the quality of its People (staff) and their impact on customer
experience?......................................................................................................................................12
What processes are in place to enhance the customer's overall experience at D Watson?................12
How does D Watson handle Physical evidence to build trust and credibility with customers?........12
RULES OF MARKETING..................................................................................................................13
what are the two most crucial rules of marketing that D Watson follows?.......................................13
How do these rules align with the overall marketing strategy of D Watson?...................................13
COMPANY PORTFOLIO
Background of D Watson:
D. Watson Company plays a crucial part in providing a wide and wll-supported array of dom
estic and foreign allopathic and homeopathic medications, pharmaceuticals, cosmetics, herbal
goods, eyeglasses, surgical equipment, and more.
The primary goal of the D. Watson Group is to offer reasonably priced goods that are obtaina
ble via internet channels by a wide range of people
Through the use of direct supply channels and the Internet, Dwatson website aims to achieve
substantial cost reductions of up to fifty percent on a variety of popular products that are usua
lly found in neighborhood pharmacies.
This calculated approach demonstrates Dwatson dedication to lowering the cost of highqualit
y healthcare and Dwatsonllness products and increasing their accessibility for a larger market
Description:
D. Watson Company plays a crucial part in providing a wide Supported array of domestic and
foreign allopathic and homeopathic medications, pharmaceuticals, cosmetics, herbal goods,
eyeglasses, surgical equipment, and more.

The primary goal of the D. Watson Group is to offer reasonably priced goods that are
obtainable via internet channels by a wide range of people. Through the use of direct supply
channels and the internet, Dwatson website aims to achieve substantial cost reductions of up
to fifty percent on a variety of popular products that are usually found in neighborhood
pharmacies. This calculated approach demonstrates Dwatson dedication to lowering the cost
of high-quality healthcare and wellness products and increasing their accessibility for a larger
market.

Mission:
Dwatson goal is to enable everyone with internet access to obtain reasonably priced products.
Through the use of the internet and a direct supply model, Dwatson Website hopes to save a
significant amount of money—up to fifty percent—on a variety of well-known products that
are frequently found at neighborhood pharmacies. Dwatson are committed to offering
Dwatson consumers a more cost-effective way to acquire premium products through this
strategic approach, which will enhance their financial security and guarantee the ease of
direct online access. Providing Dwatson clients with high-quality products at the top of
Dwatson priority list is undoubtedly a key component of Dwatson dedication and service
attitude. Because Dwatson are committed to quality, every product Dwatson sell is subjected
to exacting standards of quality control, ensuring that D watson customers receive nothing
less than the best. Through the continual provision of high-quality items, D watson's goal is
to surpass the expectations of esteemed clientele, thereby cultivating trust and satisfaction in
every encounter.

IT in D. Watson and future opportunities:

E-prescribing: Prescriptions can be sent straight to a pharmacy's computer system with the
use of electronic prescribing technology. Prescription monitoring is improved and the
likelihood of mistakes related to handwritten prescriptions is decreased.
Mobile Apps: A lot of pharmacies have created apps for smartphones that let users obtain
prescription drugs, view drug information, and get reminders when their prescriptions need to
be renewed. These applications improve convenience for users.
RFID Technology and Barcode Scanning: RFID technology and barcoding are used to
effectively track and manage goods. These technological advancements can guarantee precise
distribution and help avoid pharmaceutical mishaps. Even though D Watson uses barcode
scanners in its stores, occasionally issues arise while consumers are completing purchases.
Another thing D-Watson can do is introduce “Telepharmacy”
Pharmacists may now offer services remotely thanks to online pharmacy, which is
particularly helpful in rural or underserved regions.
Using video calls and other communication tools, pharmacists could track the progress of
patients, do drug evaluations, and provide any help that the patient may seek. This makes
them more efficient and may help increase the market share for Dwatson as a pharmacy

Products and Services:

D. Watson provides a wide range of necessary services, including pharmacy, allopathic

medicines, vitamins & and health supplements, family planning, sexual health products,
perfumes, medical store, retail medicine, eye clinic & and optical, optometrist consultants,
first aid, plaster & and painkiller tablets, antibiotics, orthopedic, herbal products, beauty
products, baby care products, toiletries, electrical items, and pet products. in addition to these
services. The D. Watson Group is committed to offering affordable products with internet
accessibility to a broad market. Through the use of the internet and a direct supply model,
Dwatson promises to offer significant discounts of up to 50% on a variety of well-known
products that are often accessible in neighborhood pharmacies Additionally, Dwatson product
line features weell-known brands of deodorants, shampoos, feeding bottles, pampers,
perfumes, toothpaste, and an exclusive line of branded purses and shoes for women located
on the second level. Setting apart from other businesses in the twin towns of Islamabad and
Rawalpindi, Dwatson is proud to provide the widest selection of shoes and accessories
available.

Competition

A standalone pharmacy chain's life is becoming increasingly challenging, to put it mildly, due
to fierce competition from major retail supermarket chains like Carrefour that provide
customers with a one-stop shopping experience and from more recent internet startups like
[Link].

The response of D. Watson, a network of retail pharmacies with headquarters in Islamabad, is

to enter the grocery market. This move presents unique difficulties for the family-run
company, as each location is run individually and ownership is divided among relatives

Branches in Islamabad:
 Landmark: Jinnah Super Market, Shop # 6, Block # 12 c, Sector F-7 Markaz,

Islamabad

 F-10 Markaz, Fatima Jinnah Park, Islamabad

 Landmark: F-6 Markaz, School Road, Super Market, Islamabad

 Landmark: Din Pavilion, F-7, Jinnah Avenue Islamabad

 Landmark: Hassan Arcade F-11 Markaz, Islamabad

 Landmark: 7-D Plaza,

 Landmark: Bhara Kahu, Main Murree Road, Islamabad

SWOT ANALYSIS
What do you consider as D Watson's main strengths in the market?
Strong brand recognition: D. Watson is a reputable brand known for its constant dedication
to providing top-notch goods and services. The brand has a particular advantage over local
competitors in the industry due to its unwavering commitment to quality. This long-standing
reputation for quality not only demonstrates D. Watson's dedication to client pleasure but also
builds a foundation of confidence that distinguishes it from its competitors.

Wide product range: D. Watson offers a wide range of goods, including prescription drugs,
cosmetics, personal hygiene items, and medical supplies. This broad range of products is
purposefully created to serve a wide range of clients, enhancing the brand's attractiveness by
catering to a diverse range of customers' requirements and interests. A wide range of products
not only strengthens the brand's position in the market but also demonstrates its ability to
adapt to the changing needs of discriminating customers in a variety of product categories.

Convenient locations: The retail locations of D. Watson are positioned in high-traffic

regions with the purpose of strategically improving customer accessibility. This clever
placement ensures that the stores are easily accessible to a wide range of customers while
also optimizing visibility and convenience. D. Watson maximizes the opportunity for
consumer interaction by placing their stores in high-traffic areas, which enhances the brand's
total market visibility and popularity.

Qualified staff: D. Watson takes great satisfaction in having a staff of highly skilled
pharmacists and employees who go through extensive customer service training. This
calculated human resources investment guarantees that clients receive not just trustworthy
medication guidance but also excellent, polite, and helpful service. D. Watson establishes
itself as a reliable supplier committed to attending to the various demands of its clientele with
professionalism and care by fusing its healthcare expertise with a dedication to outstanding
customer relations.:

Loyalty programs: D. Watson has implemented loyalty programs that offer material
incentives for consumer purchases, generating long-lasting client loyalty and serving as a
strong inducement for repeat business. Through the implementation of these programs, D.
Watson creates a foundation for long-term consumer involvement in addition to expressing
gratitude and acknowledging its patrons. By building a devoted client base that actively seeks
out and loves D. Watson's goods and services, this strategic approach not only improves
customer retention but also advances the brand's long-term success.

Can you elaborate on the weaknesses that D Watson is currently addressing or needs to
address?
Higher prices: D. Watson's pricing strategy might be somewhat more expensive when
compared to some of its regional rivals, which could make it more difficult to draw in
customers on a tight budget. This group may be discouraged from making D. Watson their
first choice for retail shopping because of the alleged higher prices. Given the significant
influence of consumer price sensitivity on purchase decisions, D. Watson may need to
address this factor to maintain its competitiveness and guarantee more market inclusivity.
One way to counteract this view and improve the total value proposition for budget-conscious
customers is to investigate tactics like tailored promotions, discounts, or loyalty programs.

Limited marketing reach: D. Watson's marketing campaigns could not be as extensive as

those of bigger drugstore chains, which could limit their capacity to attract new clients. The
breadth and depth of marketing tactics are essential for building brand awareness and
drawing in a larger audience. D. Watson could investigate ways to broaden its marketing
reach in order to solve this, including social media campaigns, digital advertising, and
strategic alliances. D. Watson can strengthen its position in the competitive landscape by
increasing its marketing activities in order to reach untapped areas, build a larger client base,
and raise brand awareness.

Inventory management issues: Customers may become dissatisfied if certain medications or

products are occasionally unavailable from stock. This difficulty may have an effect on the
clientele's experience and perhaps result in lost sales opportunities. D. Watson should think
about putting strong inventory management systems in place to solve this problem and reduce
stockouts. Product availability can be improved by timely restocking operations and routine
evaluations of demand trends. Furthermore, offering alternatives or a consistent restocking
schedule, in addition to being open and honest with customers regarding supply status, can
help to reduce unhappiness and build confidence in the brand's dedication to providing
excellent customer service.

Focus on retail, less emphasis on clinical services: The fact that D. Watson places more of
an emphasis on retail sales than on clinical services, including consultations or
immunizations, may restrict the kind of clients they serve. By including clinical services, they
may be able to expand their clientele and draw in consumers who are looking for both retail
goods and healthcare services. To promote D. Watson as a complete healthcare provider
rather than just a retail store, it could be beneficial to look into options to work with
healthcare experts, increase services, or open health clinics in specific places. This tactical
change may result in more engaged and devoted customers.

What opportunities do you see for D Watson in the industry?

Expand online presence: To greatly increase its consumer convenience and reach, D.
Watson should consider making a strategic investment in a strong online presence and an e-
commerce platform. Creating an easy-to-use online platform as a way of branching to
Telepharmacy, would enable clients to peruse, buy, and receive merchandise from the
comfort of their homes. This strategy gives D. Watson more market reach and may help them
draw clients from areas other than their actual store locations. It also fits in with the growing
trend of internet buying.

Offer specialized services: Adding specialized consultations, health tests, or

immunizations to the menu of services is a smart move that might greatly increase D.
Watson's attractiveness, draw in new clients, and improve its reputation. By adding
healthcare services, D. Watson promotes itself as a one-stop shop for all things health and
wellbeing, in addition to meeting a wider range of client needs.

Invest in local partnerships: Developing strategic partnerships with nearby clinics,

hospitals, or healthcare providers offers D. Watson a strong chance to pursue new business
opportunities and encourage patient referrals.
Target specific customer segments: D. Watson has the potential to improve its market
positioning through the customization of its product offerings and marketing methods to
target particular client categories. By using a tailored strategy, D. Watson can better interact
with important consumer segments including families, senior adults, and athletes by catering
to their specific requirements and interests.
How is D Watson mitigating or planning for potential threats in the market?
Economic slowdown: Economic downturns frequently lead to low consumer spending,
which may directly affect D. Watson's sales. People and households are generally more frugal
with their spending during uncertain economic times, giving priority to necessities above
wants. Businesses, like D. Watson, are facing difficulties as a result of this change in
customer behavior as they deal with the fall in demand for non-essential items. To lessen the
impact on sales during economic downturns, addressing this issue involves strategic
adjustments, such as possible changes to product offers, pricing strategies, and an emphasis
on operational efficiency.

Increased competition: There has been an increase in competition in Pakistan's pharmacy

business due to the introduction of new players. D. Watson is under more pressure than ever
to maintain its current market share and be competitive in the changing environment. D.
Watson might have trouble keeping its current clientele and drawing in new ones as the
market gets more competitive. The company may need to take strategic steps to solve this,
like improving customer involvement, streamlining its offerings for both products and
services, and setting itself out with creative marketing campaigns. It will be crucial for D.
Watson to handle shifting market conditions and continuously exceed consumer expectations.

Stricter regulations: D. Watson may experience a decline in profitability as a result of

modifications to governmental rules or adjustments to drug pricing strategies. Government
regulations have a big impact on market dynamics, particularly in the pharmaceutical and
healthcare industries. Changes in pricing policies or laws may have an effect on the price of
pharmaceuticals, which could have an effect on D. Watson's profit margins.

Counterfeit pharmaceuticals: The market's prevalence of fake medications endangers D.

Watson's brand and undermines consumer confidence. In addition to endangering consumers'
health and safety, counterfeit medications can have a negative impact on pharmaceutical
merchants' reputations.

Conclusion: D. Watson is well positioned to maintain its position as the top pharmacy chain
in Islamabad by making strategic use of its advantages, taking proactive measures to address
its shortcomings, and aggressively pursuing new prospects. D. Watson is positioned well in
the market because to the optimization of brand recognition, a variety of product offerings,
strategic locations, qualified staff, and customer loyalty programs.

D. Watson needs to strategically address perceived disadvantages such pricing issues, limited
marketing reach, difficulties managing inventories, and a retail-centric orientation in order to
maintain its position. D. Watson can improve its market position by introducing competitive
pricing tactics, increasing marketing initiatives, streamlining inventory control, and
broadening its service offerings. Capitalizing on chances like building a strong presence,
adding more specialized services, collaborating with regional healthcare providers, and
focusing on certain clientele can strengthen D. Watson's position in the market. Adapting
products and marketing to a range of demographics, providing comprehensive healthcare
services, and embracing e-commerce trends are all in line with changing consumer
preferences. D. Watson needs to be on the lookout for any risks notwithstanding these efforts.
Risks include decreased profitability, heightened competition, altered regulations, and the
existence of fake medications. In order to lessen these risks, D. Watson needs to strengthen
its financial stability, keep a careful eye on the competitive environment, adhere to legal
requirements, and put strict procedures in place to stop the production of fake goods.

Basically, D. Watson will be able to stay at the top of the pharmaceutical market in Islamabad
and grow by taking a proactive and calculated strategy to leveraging its strengths, addressing
its weaknesses, seizing chances, and keeping threats at bay.

Flow Chart of Work Flow

start

Identify Customer Needs --> Develop

IT Solutions (E-Prescribing, Mobile
Apps, RFID & Barcode Scanning,
Telepharmacy)

Implement IT Solutions

Operational Execution:
- Prescription Processing
- Inventory Management
- Customer Interaction (Online and
In-Store)
- Remote Pharmacy Services

Monitor & Evaluate Performance

- Customer Feedback
- Sales Data
- Operational Efficiency

Adjust Strategies & Technologies

Accordingly
7 Ps OF MARKETING
How does D Watson approach Product development to meet customer needs?
D. Watson develops products with the needs of the consumer in mind, placing a
strong emphasis on supplier cooperation, innovation, trend and law compliance, and feedback
analysis. They provide a wide range of products and make incremental improvements to them
in response to data and changing customer needs. Their approach to product development is
further strengthened by ethical sourcing, sustainability considerations, and clear
communication.

Can you explain the pricing strategy employed by D Watson and how it remains competitive?
D. Watson is a well-known drugstore chain in Islamabad. It keeps its market
dominance through strategic shop placement, a wide variety of products, knowledgeable
employees, and loyalty programs. But there is still room for improvement in regards to issues
like greater costs, a narrowing marketing reach, stock problems, and a preference for retail
than therapeutic services. D. Watson uses value-based pricing, loyalty programs, promotions,
competitive pricing, and strategic alliances to address them. Threats like economic
downturns, heightened competition, alterations to regulations, and fake medications are also
observed by it.

What channels does D Watson use for Place (distribution) of its products?
D. Watson ensures product accessibility and availability through a variety of distribution
channels. It operates physical storefronts in busy locations, franchise agreements, an online
store, and joint ventures with producers, distributors, and wholesalers of pharmaceuticals.
Private labels and in-house brands are only offered through D. Watson's retail locations.
Partnerships with clinics and healthcare providers open up new distribution channels for
particular goods. D. Watson might potentially provide online delivery options. Customers
should check the official communications or Website of the company since distribution
tactics are subject to change.
How does D Watson approach Promotion to create awareness and attract customers?
To reach potential customers, D. Watson has a multi-channel promotional strategy that
includes digital marketing, radio, print, online, and television advertising, in-store displays,
targeted campaigns, loyalty programs, and community involvement. To reach a wide
audience, they make use of radio, print, web, television, and in-store displays. D. Watson
additionally targets particular consumer segments with its promotional campaigns, offers
loyalty programs as a means of rewarding loyal customers, and uses influencer marketing and
interactive campaigns to communicate with customers online.

How does D Watson ensure the quality of its People (staff) and their impact on customer
experience?
D. Watson puts employee quality first in order to improve client satisfaction. They have a
thorough strategy that includes hiring practices that are strict, ongoing training, and customer
service abilities. Employees are kept informed about product knowledge and industry trends
through education and development programs. Staff quality is maintained through
performance monitoring, feedback systems, and recognition initiatives. Positive work
environments are promoted by initiatives for employment, employee Well-being programs,
and open communication. By incorporating customer feedback into employee assessments,
performance is more in line with what customers want, which improves their overall
experience.

What processes are in place to enhance the customer's overall experience at D Watson?
D. Watson uses a variety of methods and approaches in an effort to enhance the client's
experience as a whole. This means ensuring that staff members have had extensive training in
customer care, that they fully comprehend the products, and that the store is kept in an
orderly manner to facilitate easy navigation. Convenience is offered by online ordering and
delivery services, while brand loyalty and repeat business are encouraged by reward
programs. The incorporation of consumer feedback tools, tailored marketing, and responsive
customer support enhances a customer-centric strategy. Health and safety procedures, clean
retail facilities, and community involvement activities enhance the overall experience even
more. D. Watson's commitment to providing a satisfying and all-encompassing customer
experience involves making use of state-of-the-art technology and granting employees the
autonomy to prioritize the needs of the client.
How does D Watson handle Physical evidence to build trust and credibility with customers?
D. Watson establishes credibility and trust with clients by presenting tangible proof. The
design of the store puts an emphasis on order and cleanliness, and presented merchandise,
consistent branding, and legible signs all help to project a favorable impression.
Professionalism is enhanced by employee look, especially when it comes to uniforms.
Sanitization stations and other health and safety precautions show a company's dedication to
its patrons' Well-being. The customer experience is improved by the use of technology, well-
thought-out pharmacy facilities, and community participation programs. D. Watson
demonstrates its dedication to quality and client pleasure by keeping things tidy, doing
routine facility maintenance, and using efficient packaging.

RULES OF MARKETING
what are the two most crucial rules of marketing that D Watson follows?
As a pharmacy and retail company, D. Watson probably complies with important marketing
guidelines that emphasize a customer-centric strategy and unified branding:

Customer-Centric Approach:

D. Watson places a high value on comprehending and attending to its clients' demands. This
entails tactics meant to provide value, attend to client issues, and cultivate enduring bonds.
Potential elements of this customer-centric strategy include integrated consumer feedback
and personalized marketing.

Consistent Branding and Messaging:

The business places a strong emphasis on preserving a unified brand message and
image across all platforms. This covers brand positioning, communication style, and
consistent visual identity. Maintaining consistency in branding is beneficial for increasing
recognition, developing client loyalty, and establishing trust.

How do these rules align with the overall marketing strategy of D Watson?
The whole marketing strategy of D. Watson is aligned with a customer-centric approach and
consistent branding, which emphasize individualized customer experiences, trust-building,
and upholding a consistent brand image. Referring to D. Watson's official communications or
getting in touch with the company directly is advised for comprehensive understanding of its
particular marketing approach.