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Capital Chemist
Brand Awareness and Market Perceptions
Survey 2015
October 2015
Canberra Office: (02) 6282 4963
www.piazzaresearch.com.au
Capital Chemist
Customer Satisfaction Survey 2015
2 | P a g e © P i a z z a R e s e a r c h P t y L t d 2 0 1 5
BACKGROUND Capital Chemist engaged Piazza Research to conduct state-wide market research in both the ACT and NSW. The aim was to understand the market’s awareness and perceptions of the pharmacy market and to explore the reasons behind customers’ choice of pharmacy brands. Piazza Research is a Canberra-owned market and social research firm with quality certification (ISO 20252).
This report shows the findings of a quantitative telephone survey of ACT and NSW residents conducted between late
September to October 2015.
METHODOLOGY Telephone surveys of ACT and NSW residents were conducted as this method provided results which were most
representative of the market overall. Only NSW residents within the Capital Chemist catchment areas were surveyed.
Survey design and data collection
The Capital Chemist management team worked with Piazza Research to construct the survey questions. All questions
were checked against 15 technical quality standards to ensure their validity. The phone survey was conducted using computer-assisted telephone interviewing (CATI). The data was collected during September and October 2015.
Sample design
A total of 402 responses were achieved (200 from ACT, and 202 from NSW). For the 95% confidence interval, this
sample size provides results accurate to within a +/- 4.9% margin of error for overall results (+/- 6.9% for each
individual state), which is considered reliable for this type of research.
Data Processing and Analysis
Piazza Research used its own statistical software, ‘Q’, and Excel to analyse survey results. Software validation and
post data-entry checks were conducted to ensure data integrity before analysis.
A descriptive analysis was performed producing graphs, tables and frequency counts.
Quality assurance system – This project complies with the ISO 20252 Market, Opinion and Social Research Standard.
Rounding error – Percentage results have been rounded to the nearest whole per cent. Percentages in some graphs may total slightly more or less than 100%.
Randomization – Questions involving the ratings of different brands were asked in a randomly rotated order to ensure that there was no ‘question order bias’ which could distort results.
Multiple choice questions – Percentages may add to more than 100% for questions where respondents could select more than one option from a list.
Treatment of open-ended questions – Open-ended (or free form) responses were analysed for content, then
summarised. Consultants developed a coding frame, sorting similar types of answers into descriptive categories. These groupings were then statistically analysed.
Demographic breakdowns – key results were broken down by various demographics to provide a more specific understanding of key population groups.
Capital Chemist
Customer Satisfaction Survey 2015
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SUMMARY OF MAIN FINDINGS Brand recognition – Capital Chemist is currently the most well-known pharmacy brand in the ACT by a solid margin (but slowly declining over time). Thirty-five per cent (35%) ACT residents were familiar with the brand name; the highest among all tested brands. Prompted, 74% of ACT residents commented that they had heard about Capital Chemist. Chemist Warehouse and Discount Pharmacy were the next two most recognised ACT brands.
For the NSW catchment area, Priceline Pharmacy was the most recognised brand. Thirty-six per cent (36%) identified
the brand unprompted, and prompted, 57% were aware of it. Terry White, Blooms and Amcal enjoyed higher unprompted awareness rates than Capital Chemist.
Usage – In the ACT Market, Capital Chemist appears to enjoy the highest usage with 23% citing it as the pharmacy they use most at the moment. This was substantially higher than the next closest competitor, Chemist Warehouse (13%)
and local suburban pharmacies (12%).
For NSW, Capital Chemist (17%), unbranded local pharmacies (17%) and Blooms (15%) have very similar usage rates showing Capital Chemist is less dominant in this market than in the ACT.
Drivers for choosing preferred chemists – While there has not been qualitative research to explore any other in-depth
usage drivers, the survey shows two stand-out reasons for peoples decisions to choose a particular chemist; a
convenient location (near doctors or homes) and competitive pricing. Friendliness and helpful customer service is a
factor but appears less of a driver than location and price. The NSW market appeared substantially less price sensitive than the ACT market in terms of buying decisions.
Local non-branded pharmacy1 – Local non-branded pharmacies rank the highest in all pharmacy attributes tested
(other than competitive pricing). These pharmacies are seen as highly credible by the market. The market regards
them as knowledgeable and professional, community-oriented, conveniently located, and a chemist people want to use. This is true for ACT and NSW. Their key weakness is that they are perceived as expensive by the market.
Staff knowledge and professionalism – Of the branded pharmacies, Capital Chemist was considered the most
knowledgeable and professional in both ACT (7.9) and NSW (8.3), closely after non-branded local pharmacies.
Prices – The ACT residents believed Blooms had the lowest prices (5.2). Despite their brand name, Discount Pharmacy was not perceived as inexpensive with 6 other pharmacy brands being considered lower priced. In NSW the Australian Pharmacy Group (1.5) and Soul Pattinson Chemists (4.1) were considered the lowest priced pharmacies.
Supporting local community and charities – Capital Chemists efforts to support the community were acknowledged by
the market. In ACT and NSW, Capital Chemist was rated the highest in this regard of the brand-name pharmacies and virtually the same as the local non-branded pharmacies.
Perceived convenient location – Capital Chemist was perceived as the most conveniently located branded pharmacy in the ACT (7.7). In NSW, Blooms and Priceline were considered most conveniently located overall.
Chemist of choice – Local non-branded pharmacies rated the highest in terms being a chemist a customer would want to use. Capital Chemist was rated a close second in the ACT residents in this regard. In NSW, local non-branded pharmacies followed closely by Blooms then Priceline were considered the chemists of choice. Capital Chemist was
considered the 5th in terms of being the chemist of choice out of the 10 brands tested.
Visiting Capital Chemist – Forty-seven (47%) of ACT residents and 30% of NSW residents visited Capital Chemist in the
last 6 months.
Positive disposition toward Capital Chemist – Ninety-nine (99%) of ACT residents and 98% of NSW residents described their feelings toward Capital Chemist being either positive or very positive.
Perceptions that Capital Chemist supports the local community - Seventy-six (76%) of ACT residents and 98% of NSW
residents thought Capital Chemist provided at moderate or a lot of support to the local community.
1 Having this in mind, the summary of perceptions will only consider branded pharmacies.
Capital Chemist
Customer Satisfaction Survey 2015
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Current market positioning ACT - In ACT, Capital Chemist has been viewed as a mid-to-higher priced but more
conveniently located than most others.
Capital Chemist is considered to have a higher level of professionalism than almost all other brands and similar to The
Australian Pharmacy Group. Only local non-branded pharmacies are regarded by the market as having more professional and knowledgeable staff than Capital Chemist.
Capital Chemist was approximately equal to local non-branded pharmacies as being a chemist that rates the highest
in terms of providing support to local community charities, activities and events. Capital Chemist only genuinely
competes against local non-branded chemists in this regard.
Current market positioning NSW - In NSW, Capital Chemist was considered to be a mid-to-higher priced and conveniently located pharmacy, however Priceline Pharmacy and Blooms were considered slightly more convenient.
In this characteristic, Capital Chemist competes with Priceline Pharmacy, Blooms, and Terry White.
Both Capital Chemist and Blooms were considered to be very similar regarding price and staff professionalism and knowledge.
Capital Chemist was considered to be one of the highest contributors to the community (equivalent to non-branded local pharmacies).
Key trends over time - The unprompted brand awareness of Capital Chemist has been declining in the past 10 years with an average annual awareness decline rate of 2%.
Positive disposition towards Capital Chemist - The positive disposition of consumers towards Capital Chemist has
increased from approximately 60% in 2005 and 2008 to 99% in 2015. This represents an annual average increase of
3.8%.
Visitation - The percentage of visits to Capital Chemist has dropped from 57% of residents in 2005 and 2008 to 47% in
2015. This represents an average annual decline of 1%.
Capital Chemist
Customer Satisfaction Survey 2015
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RECOMMENDATIONS Brand recognition – Strong in ACT currently. Maintain position with regular branding advertising. Public Relations is likely to be a credible and well received form of branding to deliver messages in conjunction with formal (paid) advertising.
NSW – Staring to lose brand recognition and dominance in NSW. More close competition in eyes of NSW market than in ACT. Suggest NSW Focus group about was to differentiate with a credible market-driven idea. Consider developing
a list of new products / services to rotate through to keep product life cycle alive. Extend product life cycle.
Drivers / messages (Current without FG testing) – Convenient location (near home, doctors), competitive pricing (not
‘cheap’), ‘knowledgeable and professional’ important. Delivery of the ‘knowledge and professionalism’ message is important, particularly in NSW where local pharmacies are perceived more highly in this regard.
NOTE: NSW Drivers a little different - NSW is NOT as price sensitive as ACT (likely because of less competition plus regional expectation of higher prices). In NSW Local non-branded pharmacies the strongest competition. Community focus in NSW may be more important to the market than in the ACT.
Convenient location – Capital Chemist is moderately strong in this regard but not as strong as some other pharmacies
in the eyes of the market. Consider location / distribution strategies for NSW. Can they be improved cost effectively?
Can stores be located even more conveniently? (May need to look at this store by store).
Positive disposition toward Capital Chemist – Capital Chemist is seen as a very credible brand in ACT and NSW. This is important as it means that the market will accept a message in an advertisement campaign delivered by Capital Chemist. It is a trusted brand. In terms of promotion this should give confidence that the delivery of a strong message
by Capital Chemist to the market will be accepted / believed. (not necessarily the case for other brands e.g. Discount
Pharmacy). Important for both advertising and PR strategies.
Key trends – While brand recognition is still solid in the ACT, unprompted brand awareness has been declining over
the last 10 years and this trend is continuing. Capital Chemist’s brand is not as strong in NSW as in the ACT. It will be
important to protect and strengthen the brands position in both the ACT and NSW. Recommend some fairly
aggressive branding activities initially then a drip campaign to maintain brand awareness and community comfort with Capital Chemist. (Suspect that the reason for decline in brand awareness is simply more competition over time. Not necessarily promotion by discounters only. There are simply many more competitors in the market. Branding plan is needed to ensure Capital Chemist doesn’t get lost in the ocean of brands over time (need to arrest current
downward trend). An effective way to maintain strong branding is to use product life-cycle extension strategy. (Discuss with Grant).
Capital Chemist
Customer Satisfaction Survey 2015
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DETAILED RESULTS
UNPROMPTED AWARENESS
Q1. Can you please tell me some brand names of some chemists or pharmacies you’re familiar with?
Thirty-five per cent (35%) of ACT residents
could recall Capital Chemist unprompted. This top-of-mind awareness rate was the
highest among all pharmacies.
Closest competitors in terms of top-of-mind awareness were Chemist Warehouse (25%), Discount Pharmacy (22%), Amcal Chemists (20%), and
Priceline Pharmacy (19%).
Top-of-mind awareness for NSW was different. 36% of NSW residents recalled Priceline Pharmacy. This was the highest
among all NSW pharmacies.
Terry White Chemist (34%), Blooms (32%),
Amcal Chemists (32%) had higher
awareness rates than Capital Chemist. In NSW, Capital Chemist (30%) had the
same brand awareness rate as Chemist Warehouse, putting both in 5th position.
Base ACT = 200, base NSW = 202
2%
3%
32%
0%
14%
21%
34%
5%
36%
32%
7%
30%
30%
0%
1%
2%
5%
8%
9%
10%
15%
19%
20%
22%
25%
35%
0% 20% 40% 60% 80% 100%
Hooks Pharmacy
Chemmart
Blooms
Australian Pharmacy Group
Local Suburb Pharmacy
Soul Pattinson Chemists
Terry White Chemist
Cannot recall any pharmacy
brand names
Priceline Pharmacy
Amcal Chemists
Discount Pharmacy
Chemist Warehouse
Capital Chemist
ACT
NSW
Capital Chemist
Customer Satisfaction Survey 2015
7 | P a g e © P i a z z a R e s e a r c h P t y L t d 2 0 1 5
PROMPTED AWARENESS
Q2. Can you please tell me whether you’ve heard of the following chemists?
Capital Chemist (74%) achieved the
highest prompted awareness level in the ACT by a solid margin.
Four other well-known pharmacies
(within the top five) were Chemist Warehouse (53%), Discount Pharmacy (49%), Amcal Chemists (42%), and
Priceline Pharmacy (39%).
In NSW, Priceline Pharmacy (57%) was
the most well-known followed by Capital Chemist (53%), Blooms (50%), Terry White Chemist (49%), and Chemist
Warehouse (49%).
Base ACT = 200, base NSW = 202
6%
50%
13%
16%
1%
49%
30%
11%
57%
45%
8%
49%
53%
2%
5%
6%
8%
10%
24%
25%
28%
39%
42%
49%
53%
74%
0% 20% 40% 60% 80% 100%
Chemmart
Blooms
Hooks Pharmacy
Local Suburb Pharmacy
Australian Pharmacy Group
Terry White Chemist
Soul Pattinson Chemists
Cannot recall any pharmacy
brand names
Priceline Pharmacy
Amcal Chemists
Discount Pharmacy
Chemist Warehouse
Capital Chemist
ACT
NSW
Capital Chemist
Customer Satisfaction Survey 2015
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USAGE
Q3. Which chemist or pharmacy do you mostly use at the moment when you need one?
The five most used pharmacy brands in the ACT were Capital Chemist (23%), Chemist Warehouse (13%), local suburban pharmacies (12%), and
Discount Pharmacy (11%).
The five most used pharmacy brands in
the NSW were Capital Chemist (17%), local pharmacies (16%), Blooms (15%), Priceline Pharmacy (14%), and Chemist
Warehouse (12%).
Base ACT = 200, base NSW = 202
3%
15%
0%
4%
8%
0%
5%
14%
0%
16%
12%
4%
17%
0%
1%
1%
3%
4%
5%
6%
8%
11%
12%
13%
15%
23%
0% 20% 40% 60% 80% 100%
Hooks Pharmacy
Blooms
Chemmart
Soul Pattinson Chemists
Terry White Chemist
Australian Pharmacy Group
Amcal Chemists
Priceline Pharmacy
Discount Pharmacy
Local Suburb Pharmacy
Chemist Warehouse
Cannot recall any pharmacy
brand names
Capital Chemist
ACT
NSW
Capital Chemist
Customer Satisfaction Survey 2015
9 | P a g e © P i a z z a R e s e a r c h P t y L t d 2 0 1 5
Q4. What is the main reason you use your preferred chemist?
Over half (58%) of ACT residents chose
pharmacies because they were conveniently located. This rate was
higher among NSW residents, which over two thirds (69%) answered this option.
ACT residents were also concerned with the price, which 21% residents said this
was the reason to choose their preferred pharmacy. Price was not as important
(7%) in the decision making of the NSW
residents.
For both ACT (58%) and NSW residents (69%), convenient location was the primary driver for using a particular
pharmacy. For many, a convenient location meant being close to home,
work or close to their doctor’s location.
For ACT residents, competitive pricing
was the second-most important driver (21%) followed by friendly and helpful
customer service (13%).
NSW residents (7%) were less driven by
price than in the ACT. For the NSW
market, being the only pharmacy in town
(8%) or friendly and helpful customer service were the primary drivers (after
location).
Base ACT = 184, base NSW = 190
8%
4%
3%
8%
7%
69%
0%
3%
5%
13%
21%
58%
0% 20% 40% 60% 80% 100%
The only pharmacy or chemist in
town
Large selection
Brand loyalty
Friendly and helpful customer
service
Competitive pricing
Convenient location (near
doctors or homes)
ACT
NSW
Capital Chemist
Customer Satisfaction Survey 2015
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RATINGS / PERCEPTIONS
Q5. Staff knowledge and professionalism (on a scale of 0-10, where 10 being the most knowledgeable and
professional)
ACT residents believed the staff in their
local non-brand pharmacies had the best
knowledge and professionalism (8.8). Capital Chemist (7.9) rated 2nd highest in this regard followed by the Australian
Pharmacy Group (7.7), Priceline Pharmacy (6.7), and Chemist Warehouse (6.5).
NSW residents also ranked their local non-brand pharmacies the most
knowledgeable and professional (9.1). Like the ACT, they ranked Capital Chemist next (8.3), and Blooms (8.3), Priceline
Pharmacy (7.9), and Terry White Chemist
(7.7) followed.
For NSW, Capital Chemist and Blooms
rated the same (8.3).
Base min = 12, base max = 116
8.3
6.9
7.4
7.7
5.0
7.1
7.9
2.5
8.3
9.1
4.7
5.3
5.7
6.0
6.3
6.5
6.7
7.7
7.9
8.8
0.0 2.0 4.0 6.0 8.0 10.0
Blooms
Amcal Chemists
Soul Pattinson Chemists
Terry White Chemist
Discount Pharmacy
Chemist Warehouse
Priceline Pharmacy
Australian Pharmacy Group
Capital Chemist
Another non-brand local
ACT NSW
Capital Chemist
Customer Satisfaction Survey 2015
11 | P a g e © P i a z z a R e s e a r c h P t y L t d 2 0 1 5
Q6. Prices (on a scale of 0-10, where 10 being extremely high prices)
In terms of price, ACT residents considered their local non-brand pharmacies to be most expensive (7.4).
Other brands perceived to be in the top 4
most expensive were Chemist Warehouse (7.2), Australian Pharmacy Group (6.9) and Discount Pharmacy (6.3). Capital Chemist (6.1) was perceived as 5th out of
10 brands placing them mid-way. Blooms was perceived as the lowest cost
option overall by ACT residents (4.3). It is
also noteworthy that Discount Pharmacy
is actually perceived as a little more expensive then Capital Chemist.
NSW residents also thought their local non-brand pharmacies to be most
expensive (5.9) followed by Discount
Pharmacy (5.7), Priceline Pharmacy
(5.6).For the NSW market, Capital Chemist was placed 4th in terms of price (5.2), and
Blooms was perceived as the ‘middle’
price option with a rating of (5.2).
Base min = 12, base max = 116
5.2
5.1
4.1
4.8
5.6
5.2
5.7
1.5
4.4
5.9
4.3
4.7
5.4
5.8
6.0
6.1
6.3
6.9
7.2
7.4
0.0 2.0 4.0 6.0 8.0 10.0
Blooms
Amcal Chemists
Soul Pattinson Chemists
Terry White Chemist
Priceline Pharmacy
Capital Chemist
Discount Pharmacy
Australian Pharmacy Group
Chemist Warehouse
Another non-brand local
ACT NSW
Capital Chemist
Customer Satisfaction Survey 2015
12 | P a g e © P i a z z a R e s e a r c h P t y L t d 2 0 1 5
Q7. Being a chemist that supports local community charities, activities and events. (on a scale of 0-10, where
10 being very supportive towards community)
Capital Chemist is rated very highly by both the ACT and NSW markets in terms
of being a business that supports local community charities, activities and
events.
People living in the ACT considered their
local non-brand pharmacies being the most supportive to the community (6.6)
which was only marginally higher than
Capital Chemist (6.5). Capital Chemist was rated higher in this regard compared with other brand name pharmacies.
NSW residents also believed their local
non-brand pharmacies to be the most supportive to the community as well (6.6)
closely followed by Capital Chemist (6.5) which was also considered a better
community support organisations than all the other NSW brands.
Base min = 12, base max = 116
5.6
5.6
5.4
4.9
5.3
5.5
5.6
1.5
6.5
6.6
2.7
3.9
4.3
4.6
4.7
4.8
5.1
6.1
6.5
6.6
0.0 2.0 4.0 6.0 8.0 10.0
Blooms
Amcal Chemists
Soul Pattinson Chemists
Chemist Warehouse
Discount Pharmacy
Priceline Pharmacy
Terry White Chemist
Australian Pharmacy Group
Capital Chemist
Another non-brand local
ACT NSW
Capital Chemist
Customer Satisfaction Survey 2015
13 | P a g e © P i a z z a R e s e a r c h P t y L t d 2 0 1 5
Q8. Being conveniently located (on a scale of 0-10, where 10 being very conveniently located)
Local non-branded pharmacies were perceived as the most conveniently located by both the ACT and NSW
markets.
In the ACT, Capital Chemist was regarded
as the most conveniently located
amongst the other branded pharmacies (7.7). The Australian Pharmacy Group
(6.7), Priceline Pharmacy (6.3), and Chemist Warehouse (6.2) followed Capital Chemist.
Of the branded NSW pharmacies, Blooms
was considered the most conveniently located (8.4), followed by Priceline
Pharmacy (8.2), Capital Chemist (7.8), and
Terry White Chemist (7.5).
Base min = 12, base max = 116
8.4
6.2
6.9
7.5
5.3
6.6
8.2
1.0
7.8
8.5
3.2
4.6
5.0
5.2
6.2
6.2
6.3
6.7
7.7
8.8
0.0 2.0 4.0 6.0 8.0 10.0
Blooms
Amcal Chemists
Soul Pattinson Chemists
Terry White Chemist
Discount Pharmacy
Chemist Warehouse
Priceline Pharmacy
Australian Pharmacy Group
Capital Chemist
Another non-brand local
ACT NSW
Capital Chemist
Customer Satisfaction Survey 2015
14 | P a g e © P i a z z a R e s e a r c h P t y L t d 2 0 1 5
Q9. Being a chemist you want to use (on a scale of 0-10, where 10 means a very high rating in terms wanting to
use)
In the ACT residents prefer to use local
non-brand pharmacies (8.6) followed closely by Capital Chemist (7.5) then the Australian Pharmacy Group (7.3).
The NSW market also perceived local
non-brand pharmacies as their first choice (8.4) and Blooms was also very popular (8.2). While Capital Chemist was fifth most popular, it is worth noting that
the actual score difference between the top 5 is not large.
Base min = 12, base max = 116
8.2
6.7
6.5
8.1
7.2
5.7
7.6
1.5
7.7
8.4
3.5
4.7
5.3
5.7
5.9
6.3
6.8
7.3
7.5
8.6
0.0 2.0 4.0 6.0 8.0 10.0
Blooms
Amcal Chemists
Soul Pattinson Chemists
Priceline Pharmacy
Terry White Chemist
Discount Pharmacy
Chemist Warehouse
Australian Pharmacy Group
Capital Chemist
Another non-brand local
ACT NSW
Capital Chemist
Customer Satisfaction Survey 2015
15 | P a g e © P i a z z a R e s e a r c h P t y L t d 2 0 1 5
CAPITAL CHEMIST SPECIFIC
Q10. Have you visited a Capital Chemist in the last 6 months?
In the last 6 months, 47% of Act respondents visited a Capital Chemist in the last 6 months. 30% of NSW catchment area residents visited their
Capital Chemist in the last 6 months.
Q11. How would you describe your feelings toward Capital Chemist?
Capital chemist is well regarded by
almost all ACT and NSW market residents.
Ninety-nine per cent (99%) of ACT residents described their feelings toward
Capital Chemist being either positive (69%) or very positive (30%).
Ninety-eight per cent (98%) of NSW residents described their feelings as
positive (75%) or very positive (23%).
Base ACT = 199, Base NSW = 200
Base ACT = 96, Base NSW = 69
47%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
ACT NSW
30%
69%
0% 1%
23%
75%
2% 0% 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very positive Positive Somewhat
negative
Very Negative
ACT
NSW
Capital Chemist
Customer Satisfaction Survey 2015
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Q12. To what extent do you believe that Capital Chemist supports the local community?
In the ACT, 76% of residents believed that Capital Chemist provided at least moderate level support to the
community (29% a lot of support and 47% moderate support).
In NSW, 98% of residents considered Capital Chemist to provide a moderate
level of community support or above (32% a lot of support and 66% support).
Capital Chemists community efforts are well recognised by both the ACT and
NSW markets but NSW residents appear
more aware of Capital Chemist’s community efforts.
Base ACT = 69, Base NSW = 47
29%
47%
24%
32%
66%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
A lot of support Moderate support Small level of
support
ACT
NSW
Capital Chemist
Customer Satisfaction Survey 2015
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DEMOGRAPHICS
Q13. In what year were you born?
Q14. In which state do you live?
Base ACT = 200, Base NSW = 202
Base ACT = 200, Base NSW = 202
34%
27% 21% 18%
46%
29%
15% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
65 and above 50-64 35-49 18-34
ACT
NSW
200 202
0
50
100
150
200
ACT NSW
Capital Chemist
Customer Satisfaction Survey 2015
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MARKET POSITIONING MATRIX
The following matrices show the relative conceptual position of Capital Chemist in relation to other brands in the market.
ACT – Being conveniently located VS Price
In ACT, Capital Chemist has been viewed as a mid-to-higher priced but more conveniently located than most others. No other branded pharmacy (excluding the non-brand local pharmacy) was considered to be
more convenient than Capital Chemist. Location is a key competitive advantage as it appears to be an
important business driver.
Capital Chemist
Customer Satisfaction Survey 2015
19 | P a g e © P i a z z a R e s e a r c h P t y L t d 2 0 1 5
ACT – Staff knowledge and professionalism VS Price
ACT residents considered Capital Chemist to be a mid-price pharmacy with a higher level of professionalism
than almost all other brands. The Australian Pharmacy Group is considered to have a similar level of
professionalism but is perceived as more expensive for that same level of professionalism. Only local non-
branded pharmacies are regarded by the market as having more professional and knowledgeable staff than
Capital Chemist.
Capital Chemist
Customer Satisfaction Survey 2015
20 | P a g e © P i a z z a R e s e a r c h P t y L t d 2 0 1 5
ACT – Community contribution VS Price
Capital Chemist was approximately equal to local non-branded pharmacies as being a chemist that rates
the highest in terms of providing support to local community charities, activities and events. Capital
Chemist only genuinely competes against local non-branded chemists for in this characteristic as it is
considered substantially better than most other brands.
Capital Chemist
Customer Satisfaction Survey 2015
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NSW – Being conveniently located VS Price
In NSW, Capital Chemist was considered to be a mid-to-higher priced and conveniently located pharmacy, however Priceline Pharmacy and Blooms were considered slightly more convenient. In this characteristic, Capital Chemist
competes with Priceline Pharmacy, Blooms, and Terry White.
Capital Chemist
Customer Satisfaction Survey 2015
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NSW – Staff knowledge and professionalism VS Price
Both Capital Chemist and Blooms were considered to be very similar regarding price and staff professionalism and knowledge. Priceline was regarded as more expensive but with less professional/knowledgeable staff members.
Capital Chemist
Customer Satisfaction Survey 2015
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NSW – Community contribution VS Price
Capital Chemist was considered to be one of the highest contributors to the community (equivalent to non-branded
local pharmacies).
Capital Chemist
Customer Satisfaction Survey 2015
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HISTORICAL TREND (ACT)2
Unprompted awareness of Capital Chemist
The unprompted brand awareness of
Capital Chemist has been declining in the past 10 years with an average annual awareness decline rate of 2%.
Your perception towards Capital Chemist (very positive + positive)
The positive disposition of consumers
towards Capital Chemist has increased from approximately 60% in 2005 and
2008 to 99% in 2015. This represents an
annual average increase of 3.8%.
2 Historical data of NSW was not available in previous surveys.
March 2005, March 2008, September 2015
March 2005, March 2008, September 2015
56%
43%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2005 March 2008 September 2015
61% 63%
99%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2005 March 2008 September 2015
Capital Chemist
Customer Satisfaction Survey 2015
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Visits to Capital Chemist in the last 6 months
The percentage of visits to Capital Chemist has dropped from 57% of residents in 2005 and 2008 to 47% in 2015.
This represents an average annual decline of 1%.
March 2005, March 2008, September 2015
57% 57%
47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
March 2005 March 2008 September 2015
Capital Chemist
Customer Satisfaction Survey 2015
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This report was produced by Piazza Research Pty Ltd Ph (02) 6282 4963, for the Capital Chemist.
Lead Consultants: Grant Piazza, Dr Lu Jin
Project reference number: #CACH040915