Optimizing Distribution Strategy: A comprehensive analysis of the feasibility and risks associated with implementing a direct market distribution model in the OTC field.

The project gave the client insights into the feasibility and potential risks of implementing a direct market distribution strategy. With our recommendations, the client made an informed decision to improve their existing strategy, safeguarding their market position and optimizing their sales results.


  • Strategic development of distribution channels, both in pharmacies and non-pharmacy outlets, leading to expanded market reach and improved accessibility for customers.
  • Insights into the expectations and preferences of distributors across different models, empowering the client to develop tailored strategies and build strong partnerships based on mutual success.
  • Actionable insights into market trends and competitor strategies allow clients to adapt their approach, develop innovative solutions, and capture new opportunities in product groups and best-selling brands.


  • Comprehensive competitive landscape analysis, including market shares, segment focus, distribution channels, sales and marketing strategies, sales department structure, and critical success factors.
  • Description of the value chain and the role of key stakeholders (regulatory bodies, government, competitors, wholesalers, pharmacy channel, and non-pharmacy channel) in the process.
  • Strategic development of pharmacy and non-pharmacy distribution channels, including pharmacies, pharmacy chains, purchasing groups, loyalty programs, internet pharmacies, retail outlets, and drugstores.
  • Expectations of the distributors (wholesalers, independent pharmacies, chain pharmacies, grocery/supermarket organizations) regarding the cooperation with manufacturers and the most successful strategies applied in different distribution models.
  • The added value of above the line (ATL) and below the line (BTL) marketing investments in sales varies across different distribution channels.
  • Identify emerging trends in the pharmacy and non-pharmacy markets and summarize competitor strategies targeting these channels, segmented by product group and bestselling brands.


  • Western Europe
  • Central & Eastern Europe
  • Middle East
  • Africa
  • North America
  • South America
  • Other
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