This unit supports front-of-store sales work roles and is carried out under direction of a pharmacist.
Elements and Performance Criteria
Identify market characteristics.
Identify demographics of target customer group.
Identify products and services to meet market opportunities.
Develop promotional strategies in collaboration with relevant individuals and groups.
Develop promotional strategies.
Evaluate strengths and weaknesses of existing promotional strategies.
Develop promotional strategies according to pharmacy business and marketing strategies and legislative requirements.
Identify and secure required resources.
Select resources appropriate for the venue, product and needs of customers.
Liaise with product suppliers to ensure availability of promotional resources to meet promotional timeframes.
Secure resources within budget allocation.
Implement promotional strategy
Design and position display according to visual merchandising principles.
Ensure that product advertising occurs according to legislative requirements and pharmacy policy and procedures.
Evaluate promotional strategies.
Evaluate promotional strategies against sales turnover, customer feedback and pharmacy promotional standards.
Review and report on strategies to take advantage of opportunities for improvement.
This section describes the essential skills and knowledge and their level, required for this unit.
The following skills must be assessed as part of this unit:
interpersonal communication skills to:
collaborate with others regarding development of promotional strategies
iaise with suppliers through clear and direct communication
ask questions to identify and confirm requirements
use language and concepts appropriate to cultural differences
use and interpret non-verbal communication
apply literacy and numeracy skills to research characteristics of target customer bases and evaluate promotional strategies
source, record and disseminate promotional information
respect and maintain privacy and confidentiality of customer information
access and use information systems as required by the role.
The following knowledge must be assessed as part of this unit:
pharmacy policies, protocols and procedures relating to promotional strategies for pharmacy products and services, including:
store layout and presentation
advertising and promotions
pricing/marking down of goods, including risk assessment
housekeeping for premises, fittings, fixtures and equipment
store product and service range to be promoted
store merchandising plan
current knowledge of availability and sources for new and existing products and services
principles of visual merchandising
project management principles, including liaising with others and coordinating activities to achieve outcomes within budget and timelines
sources of information on customer expectations and market trends
research skills to collect and review information on customers and markets
communication methods and systems to operate as part of a team and provide relevant information to a pharmacist, customers and other pharmacy staff as required.
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, the range statement and the Assessment Guidelines for this Training Package.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
applies pharmacy protocols and procedures when developing and implementing promotional strategies:
collecting information on customer and market expectations
recommending promotional strategies to meet pharmacy business model
collecting and evaluating information to assess the success of strategies and make recommendations for improvement
applies basic research skills to assess market opportunities
applies knowledge of merchandising principles
liaises with pharmacy staff and product and service suppliers to meet promotional requirements within budget and timelines
respects and protects customer privacy when collecting information and communicating with customers
plans and carries out work to meet promotional requirements.
Context of and specific resources for assessment
Assessment must ensure:
demonstration of the development of promotional strategies for a range of products and services sufficient to demonstrate handling of a range of contingencies
performance is observed by the assessor or the technical expert working in partnership with the assessor.
access to a real or simulated pharmacy environment
access to relevant pharmacy protocols and procedures
access to pharmacy policy and procedures
access to federal and state or territory legislation
access to information on merchandise or services range
access to industry codes of practice, standards and guidelines.
Methods of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
observation of the candidate in the workplace researching, developing and evaluating promotional strategies for a range of pharmacy products and services
written or verbal questioning to assess knowledge and understanding
role plays to confirm communication skills to communicate with customers, suppliers and pharmacy team members.
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.
Assessing employability skills
Employability skills are integral to effective performance in the workplace and are broadly consistent across industry sectors. How these skills are applied varies between occupations and qualifications due to the different work functions and contexts.
Employability skills embedded in this unit should be assessed holistically in the context of the job role and with other relevant units that make up the skill set or qualification.
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording in the performance criteria is detailed below.
Promotional strategies must comply with:
federal and state or territory legislation, regulations, industry codes of practice, standards and guidelines
community pharmacy policies, protocols and procedures relating to promotion of pharmacy products and services.
Promotional strategies may take account of:
market segmentation and business strategy
store layout and space availability
feedback from customers and staff
the current industry context
a specific product or service (new or existing), e.g. special clubs
developing a house brand catalogue.
Existing promotional strategies may include:
strategies used within the pharmacy
strategies used by competitors within the community pharmacy sector or by other retailers.
Promotional resources may include:
stationery, posters and photographs
stands and shelves
Promotions may include:
advertising, e.g. catalogues, newspapers and posters.
The required outcomes described in this unit contain applicable facets of employability skills. The Employability Skills Summary of the qualification in which this unit is packaged will assist in identifying employability skills requirements.