ROARING WITH NEW TAGLINE
Pengusaha Magazine - Information of business opportunities in Indonesia, edition 22/October 2011
Not giving up on competition and market saturation by innovating makes Apotek K-24 to be a step ahead. Applying new business strategy is one of ways to smash market saturation. By creating new tagline that represents Apotek K-24, it becomes friendly towards its customers.
The target to launch 40 more outlets every year, which was done by Apotek K-24 as the pioneer of pharmacy franchise, becomes the benchmark that this business still gives fresh air. Even though the market trend shows market saturation, Apotek K-24 can still open 260 outlets spread across Indonesia. That success cannot be separated from Apotek K-24’s effort to give optimum service for both customers and business partner.
Since its establishment by Gideon Hartono in 2002, Apotek K-24 kept showing significant progress. It is proven by the flow of franchise partnership application that keeps increasing year by year to Apotek K-24. “More or less, hundreds people every year showed his intention to be the franchisee of Apotek K-24,” said Gideon Hartono, the franchisor of Apotek K-24.
The fast growth of Apotek K-24 franchise was based on the high dedication of Apotek K-24 as the franchisor to give optimum service which cannot be given by other pharmacies. For example, it operates for 24 hours so that the customers can get access to medicine in emergency situation, provides delivery service and prescription picking and there is no difference in price no matter on the day, night, or holiday. “The facilities we gave to the customers guarantee the originality of the medicine, and it becomes our plus in the middle of tight competition in pharmacy business. With affordable medicine price, it makes middle-low class customers to still get the good quality medicine without spending a lot of budget,” said Gideon.
Facing health competition in between the competitors of pharmacy franchise, Gideon had prepared ultimate way to keep fixing franchise system which has ran. Innovation is another way to compete with the competitors. However, innovation in pharmacy business is different from creative industry which is supposed to create new and more sophisticated products. Apotek K-24 innovates with new tagline which is more representing this pharmacy. That tagline was supposed to be launched to give more proper image that represents vision and mission of Apotek K-24. This tagline is also created to be easier to understand by customers. It aims to be an approach for customers that becomes the main concern of Apotek K-24.
Previously, Apotek K-24’s tagline was “Bisnis Bagus Tahan Krisis” (Good business stands crisis) which was created to ensure the potential partner to work with Apotek K-24, in which it proves its character to stay stable in the middle of other business that closed in 2005. This 2011, Apotek K-24 creates new tagline as the perfection of the logo which is “Sobat Sehat Kita-Kita” (Our Healthy Friend) that aims customers as the direct buyer of Apotek K-24 products. “This new tagline is made as the effort to give clearer image to customers about what Apotek K-24 is. It means, it can be seen as a figure which is always there when they need it, and to show the image of medicine availability with relevant service for 24 hours non stop and close to people.” said Gideon.
Further, Gideon also emphasized the meaning of togetherness by building Apotek K-24 Pharmacy in the words “Kita-Kita” on the logo. He wanted the business he established can build a tight relationship. “Our closeness as the affordable medicine provider with the customers who needed affordable medicine can be achieved by opening more pharmacy outlets nearby people,” continued Gideon.
The optimum service he aimed is providing human resources quality in which the employees will affect the standard quality because they interact directly with the customers. Gideon applied a quite high standard in recruiting his employees. “Human resources once became a problem for us, that is why we do not want it to obligate our development. By continuous training and evaluating, it is expected that this problem can be solved,” explained Gideon.
As the frontliner that represents the whole image of Apotek K-24, human resources is the tip of the tomb in giving maximum service. It is not only serving medicine purchasing transaction or maintaining outlet operational routines well, but also to be someone who empathizes. At least, from concerning, there will be closeness as expected by Gideon. He hoped by this strategy Apotek K-24 brands can be a national brand which is trusted by customers and business partner and also to be the leader in pharmacy business market in Indonesia.
IMPORTANT FACTORS THAT DIFFERENTIATE APOTEK K-24 FROM OTHER PHARMACIES
Medicine supply that is complete, relevant, and can be accessed for 24 hours in the reachable outlets location.
The medicine sold is safe to consume with halal and non-halal label displayed.
There are choices of generic and non-generic medicine so that customers can choose needed medicine according to their financial ability.
The responsive human resources that serve quickly so it can save more time.
Customers approach strategy which is chosen to enlighten the mind and emotional burden of the customers.
Knowledgeable and experienced human resources that minimize human error.