Our map of the month shows the regional purchasing power for drug store items at the level of Germany's districts (source: GfK Purchasing Power for Retail Product Lines 2014).
The purchasing power data for health and hygiene products encompasses the following product lines: medicinal and orthopedic articles, pharmaceutical items, body-care and cosmetic items, hygiene products and paper goods as well as washing and cleaning products. Data can also be obtained for more specific products in one of these categories, such as oral hygiene products.
The purchasing power data has numerous applications for manufacturers of cosmetics, cleaning and hygiene products. For example, more targeted sales planning can be carried out for products such as preventative dental items using this objective data on regional potential.
The GfK study also offers reliable benchmark values for managing outside sales. A company cannot determine the extent of its market exploitation without regional data on the total market potential. As one example of the study’s many applications, outside sales members can be sent to dentists in areas with untapped potential where more concentrated sales efforts would bear fruit.
The GfK data also provides a valuable basis of planning for marketing actions: Manufacturers of health-related consumer goods can use the data to estimate the regional purchasing power and target group potential for dental health and preventative care products, and then tailor their regional advertising and media activities accordingly.
The map may be freely distributed and reproduced if the following attribution is included: “Illustration: GfK”.
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Additional information can be found at www.gfk.com/geomarketing.