Developping the business: the Price, the Promotion and the Place

 

• The Price

As mentioned previously, marketing, positioning and methods are based on the price in your shop. And the price is linked to your product offering, high prices for low or mid segment products could create a distortion in the customer perception, but should give you the way to survive, to grow and match the financials goals to sate in your business plan. So, as you can read, the price is a very important point so we will discuss about it later in special issue. But don’t forget that it is the basis to establish the success and the image of your practice.

• The Promotion

Media advertising, publicity, brochures and literature, personal selling, sales promotion, direct marketing (including mailing, telemarketing), patient education, sales incentives. Advertising is not the only way to promote.

• The Place

Also called the location of your shop. It reflects your target (city, country, and region) but it reflects also your strategies on terms of design clientele, with new technologies integrated. So this point is very important too as the price. It is a part of your practice image. We will suggest a few examples later.

 

Above: the Appel Store lacated in New York

Below: A pet shop "pourri" somewhere

The location reflects your ambitions and your target