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Research Lap2

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3 views16 pages

Research Lap2

Uploaded by

sondthe181345
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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PART I: BRAND

RESEARCH

@reallygreatsite
1. Brand story

Pharmacity was born from understanding the concerns of


consumers when they have to struggle to find a reputable
pharmacy, sell drugs of clear origin, have qualified pharmacists
to provide dedicated advice... Established in November 2011,
Pharmacity is one of the first modern retail pharmacy chains in the
Vietnamese market, always aiming to improve the quality of
health care for each customer
1. Brand story

"When I came to Vietnam, I was as poor as most people


around me and no one seemed to care. And because
there were so many poor people, no one felt poor. That
made me more confident," said Chris Blank.

Previously, it was just an idea of ​Mr. Chris Blank - the


company's founder, an American pharmacist who worked
for many years in Vietnam. With his passion and creativity,
Mr. Chris Blank founded Pharmacity and brought the best
experiences to customers.
Liceria & Co.

2. Brand mission &


brand vision
Pharmacity aims to become the No. 1 retail pharmacy
system in Vietnam, with the mission of "Improving the
quality of life of Vietnamese people by providing
reliable, safe and convenient healthcare products and
services".

Pharmacity not only sells prescription and non-


prescription drugs, but also provides healthcare
products, beauty products, and many other related
services.
3. Core value of brand
Product quality

Pharmacity is committed to providing high-quality


products with clear origins and meeting
pharmaceutical safety standards.

Dedicated service

Each customer is enthusiastically consulted by a


team of experienced and professional pharmacists.
3. Core value of brand
Convenient and accessible

With an ever-expanding number of stores,


Pharmacity ensures that consumers can easily
access healthcare services right in their living area.

Continuous innovation

Pharmacity constantly improves technology,


services and products to meet the changing needs
of the market and customers.
4. Market
Pharmacity operates mainly in Vietnam, where the
retail pharmaceutical and healthcare market is growing
strongly. Characteristics of the market that Pharmacity
is serving include:

Increasing demand for pharmaceuticals and


healthcare: People are increasingly paying
attention to healthcare, especially in the context of
the COVID-19 pandemic, thereby creating a great
demand for medical products, medicines,
functional foods and medical equipment.
4. Market
The growth of modern retail pharmacy chains: The
market is shifting from small pharmacies to large
branded chains, capable of providing professional
services and diverse products. Pharmacity is one of
the leaders of this trend.

Highly competitive environment: Besides


Pharmacity, other pharmacy chains such as Long
Chau and An Khang are also expanding rapidly,
creating competition in both price and service
quality.
5. Target customers
Pharmacity serves many different customer groups, but mainly
targets:

Urban people: Customers are mainly residents in big cities


such as Ho Chi Minh City, Hanoi and other big cities, where
the standard of living is high and awareness of health care is
better.

Middle-class and high-end consumers: Pharmacity serves


customers who need quality products and services, are
willing to pay for convenience and professional services.
5. Target customers
Families and the elderly: These are customer groups that
often have a need for prescription drugs and health care
products. They need support from a team of professional
pharmacists to ensure safety and effectiveness when using
drugs.

Young people and busy people: This group often prefers


convenience and speed in the shopping process, they tend
to use online shopping services or at stores near their
homes.
PART 2: REBRAND LOGO

@reallygreatsite +123-456-7890 www.reallygreatsite.com


Logo analysis
- Pharmacity's logo uses two main colors: green and blue
Green often symbolizes safety, nature and health care
Blue represents professionalism, reliability and stability.

—> These two colors combine to create a pleasant, professional feeling and at the same time remind customers
of the medical and pharmaceutical fields, helping customers easily recognize the brand.

- The font of the Pharmacity logo is sans-serif, a type of font without feet (serif), often used in modern design due
to its clarity, readability and neatness

- The rounded box design makes the logo neat and recognizable, while also giving a sense of safety and
protection.
Could be improved

Simpler, more impressive


Making the word “Pharma” a little bolder or larger
would help emphasize the pharmaceutical industry
Change the font to something softer with rounded
corners
Add a health-related symbol, like a pill, a medical
plus sign, or a heartbeat symbol to the logo
Option 1 Typeface: Arial black

The Arial black typeface represents strength, confidence, clarity and simplicity. The stylized letter ''P'' with a green leaf represents
safety, nature and health care. The typeface creates a clean, easy-vto-read feeling, with blue and green tones. Furthermore, the
foot of the letter "P" is extended around the word "Pharmacity" representing protection, reliable and safe health care.
Option 2 Typeface: American typewrite condensed bold

American Typewriter has a classic or


nostalgic aesthetic that evokes
feelings of tradition, reliability, and
history. This can make the brand feel
established and trustworthy.
Incorporating the pill shape into the
“P” directly links Pharmacity to
medications and healthcare products.
It immediately communicates the core
function of the brand—providing
pharmaceutical and healthcare
solutions.
Thank
You

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