So we have Nictoine Replacement Therapy going into supermarkets.
If you ask GlaxoSmithKline, their hands were tied by the government, forcing them into supermarkets.
If you ask other NRT providers, no pressure was placed on them by the government.
I have previously commented on my thoughts on NRT in supermarkets, but now that only one brand and one company has launched into supermarkets, the next question is what do we do with them...
Much has been said in discussion forums about retribution, and what we are going to do with GSK.
For me, the solution is simple.
I already have a tenuous relationship with my GSK OTC rep.
This started when she brought me a whole bunch of information as to how Zovirax's MAC-P formula is what dramatically improved absorption of Aciclovir, and that I may be doing my customers a great disservice by only stocking the lower price brand.
I politely suggested that since the pricing of Zovirax, and the bulk deals, it would be cheaper for me to place an order through my local supermarket than through her, hence ruining any commission.
At the beginning of 2006, GSK did some Co-op with our store.
We did a window, and several counter units for NRT.
We have done Zantac and Panadol promotions with them also.
Panadeine pocketpack have also adorned our counter in prime position.
But no more.
The best way to hurt GSK is to limit the sale of their product.
No song and dance, no threats of war, just a cessation of prime placement of product, and a firm insistence that any promotion of any GSK product would be detrimental to our business.
It seems silly to promote their products onto the shelves of supermarkets.
Nicotine Replacement Therpay and GlaxoSmithKline = Off My Shelves.