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Mineral water- water containing dissolved salts, microelements, as well as biologically active components.

Natural mineral waters are formed at great depths in aquifers protected from anthropogenic impact. Passing through rocks, atmospheric moisture dissolves various chemical substances and is satisfied with them.

Attention! Many people tend to drink mineral water as regular drinking water, quenching their thirst and using it for cooking. However, mineral waters must be used with great caution, especially if they belong to the groups of medicinal table and medicinal waters.

Uncontrolled use medical dining room mineral water can lead to disturbances in the water-salt balance in the body and aggravate chronic diseases. You should drink it in moderation and take breaks from drinking it.

Medicinal Mineral waters should be used only for medical reasons. This water is drunk in courses, observing a certain dosage and temperature conditions. You cannot cook food on it.

Without restrictions, you can only drink table mineral waters with a mineralization level of up to 1 g/l.

(See contraindications in the classifications section)

Among natural mineral waters highlight:

• Drinking
• For external use(for baths, bathing, showers, inhalations and rinsing for diseases of the nasopharynx and upper respiratory tract, for irrigation and rinsing of hollow organs, etc.)

Classification by purpose:

Table mineral waters - with mineralization less than 1 g per dm³ and with a small content of biologically active components.
Table mineral water stimulates digestion and has no medicinal properties. Suitable for daily use without restrictions. Healthy people can drink it in any quantity. As a rule, it is soft, pleasant to the taste, without any foreign smell or taste; many soft drinks are made from it.
You cannot cook food with table water. When boiled, mineral salts precipitate or form compounds that are not absorbed by the body.

Medicinal table mineral waters - with a mineralization of more than 1 g and up to 10 g per dm³ with a low content of biologically active components or mineral waters with a mineralization of less than 1 g per dm³, but with a high content of biologically active components.
Can be used for the prevention and treatment of certain diseases.
Can be used by healthy people irregularly or for a short period as table water.
If consumed in unlimited quantities, the salt balance in the body may be disrupted.
Medicinal table mineral water has a strong, pronounced healing effect only when used correctly. A doctor's consultation is required.

Healing mineral waters - with a mineralization of more than 10 g per dm³ or with less mineralization, but a high content of biologically active components. They may have unique properties, for example, radioactivity, high temperature.
Medicinal mineral waters are prescribed for therapeutic and prophylactic use for a number of diseases and are not recommended for regular table drinking.
They are used for drinking treatment and for external use - baths, showers, bathing, as well as for inhalation. The effect of its use depends on the correct choice of the type of water and on the correct intake - dose, frequency, temperature, diet. Carry out treatment mineral water must be under medical supervision.

Classification by chemical composition:

Mineral waters are divided into: carbonic, sulfide (hydrogen sulfide), nitrogen, siliceous (H2SiO3), bromide, iodide, ferruginous, arsenic, radioactive (Rn) and others.
The reaction of water (the degree of acidity or alkalinity, expressed by the pH value) is important for assessing its therapeutic effect. Acidic waters have a pH = 3.5-6.8, neutral - 6.8-7.2, alkaline - 7.2-8.5 and higher.

Hydrocarbonate (alkaline)
Intended for those who play sports (have a beneficial effect during increased muscle work, restoring reserve alkalinity of the blood, as well as in diabetes and infectious diseases). Used in the treatment of urolithiasis and gout.
Contraindications- gastritis (since carbon dioxide released during the breakdown of bicarbonates stimulates the secretion of gastric juice);

Sulfate
Recommended for those who have problems with the liver and gall bladder (as a choleretic and also as a laxative), obesity and diabetes.
Contraindications: Children and adolescents should absolutely not drink this water, as sulfates interfere with bone growth by binding food calcium in the gastrointestinal tract into insoluble salts.

Chloride
Helps regulate the functioning of the intestines, biliary tract and liver.
Contraindications for use (categorically)- high blood pressure.

Magnesium
Helps in stressful situations.
Contraindications- tendency to upset stomach;

Ferrous and others.

How to distinguish mineral water from drinking water?

To distinguish mineral water from drinking water, you need to focus on GOST or TU.

• GOST 13273-88 - natural mineral water.
• TU 9185 (further numbers are not so important) - also natural mineral water. The well number or source name may be indicated. The composition of the water in the depths and in the bottle is the same.
• TU 0131 says that this is not mineral, but drinking water.

You can purchase mineral waters (in assortment) at the “Be Healthy!” pharmacy.
St. Petersburg, Parachutnaya st., 25 building 1 Tel. 676-6278
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Dear friends, hello!

As always, I follow your needs, and today I want to look at one of them.

We will talk about mineral water: what it comes in, what it does, how to take it, how to read the information on the label correctly.

I will offer you 12 customer requests for which you can recommend mineral water, and I will analyze which mineral water to offer in each specific situation.

Looking at the pharmacy reference book, I saw that your assortment mainly contains 8 brands of mineral water, not counting drinking water. These are Essentuki, Smirnovskaya, Slavyanovskaya, Narzan, Borjomi, Novoterskaya, Donat Mg, Sulinka.

I analyzed them.

But if you have other brands, it doesn't matter. After studying this material, you will be able to understand what to focus on when choosing mineral water in each specific situation.

What is special about mineral water?

Mineral water differs from fresh water in its increased content of minerals. Traveling underground and encountering all kinds of rocks and minerals on its way, water dissolves them, forming its chemical composition. Enriched with them, it turns into a real elixir of health, if, of course, you use it wisely.

There are mineral water sources in different places on our planet, and they all provide water of different composition.

Indications for use

If you study the labels on bottles of mineral water and read the indications for use, you will see that they are almost the same:

• Gastritis,
• Diseases,
• Diseases of the biliary tract,
• Pancreatitis,
• Intestinal diseases,
• Metabolic diseases: gout, obesity,
• Urinary tract diseases.

It turns out that for any of these diseases you can offer any mineral water.

In fact, this is not true.

Your task is to select the optimal water for each situation so as not to cause harm.

Let's figure it out.

Categories of mineral water

Depending on the mineral content, mineral water is divided into 3 categories:

1. Dining room,
2. Medical dining room,
3. Therapeutic.

Table water can be drunk without any restrictions. General content minerals in it up to 1 gram per liter

For example, you have in your assortment table water Arkhyz, Fiuggi, Biovita. Their value is that they are NATURAL mineral waters, unlike Bonaqua or Aquaminerale. Which means they are much more useful. Even if in small quantities, they contain magnesium, sodium, potassium, sulfates, and bicarbonates. I will remind you of their role in the body a little further. Table mineral water has no contraindications.

Water containing minerals from 1 to 10 grams per liter is considered medical dining room, A over 10 grams per liter - medicinal. Unlike table water, this water has a HEALING effect. In a good way, it should be prescribed by a doctor, especially HEALING water. But I know how they study balneology in medicine. Institute. In fact, nothing. Therefore, doctors, as a rule, do not understand it themselves, so it is pointless to send customers to the clinic with this question.

Medicinal table water and medicinal mineral water are taken strictly in courses. Their uncontrolled use can lead to the formation of stones, swelling, increased pain, crunching in the joints and other troubles.

Types of mineral water by degree of mineralization

According to the degree of mineralization, mineral water is divided into 4 types:

1. Low-mineralized: 1-2 g/l of minerals.
2. Low mineralization: 2-5 g/l of minerals.
3. Medium mineralization: 5-15 g/l of minerals.
4. High mineralization: 15-30 g/l minerals.

As you understand, the higher the content of minerals in water, the more noticeable the healing effect will be. If in any specific situation you have doubts about what water to recommend so as not to cause harm, offer water with mineralization up to 5 grams per liter.

Total mineralization must be indicated on the label.

Look here:

Here you can see the total mineralization of each type of mineral water.

The most sparing ones are Narzan, Smirnovskaya, Slavyanovskaya, Novoterskaya.

And Essentuki 17 and Donat Mg contain the most minerals. Therefore, they are the most medicinal.

Types of mineral water by anions

In case you forgot, an “anion” is a negatively charged ion.

Based on anions, there are three types of mineral waters:

1. Hydrocarbonate
2. Sulfate
3. Chloride

There is mineral water on the market, mainly of mixed composition, for example, sulfate-bicarbonate, chloride-bicarbonate, chloride-sulfate, etc. This is also indicated on the label.

Hydrocarbonate mineral water

Mineral water with a high content of bicarbonates is alkaline water.

Remember sodium bicarbonate, or baking soda?

People often take it when there is no antacid at hand. It extinguishes excess hydrochloric acid that ends up in the esophagus as a result of reflux from the stomach, and heartburn goes away.

What does bicarbonate water do?

• Normalizes the acidity of gastric juice.
• Reduces inflammation in different parts of the gastrointestinal tract.
• Enhances pancreatic production.
• Liquefies mucus. Therefore, such mineral water is used for respiratory diseases to thin mucus.

Chloride mineral water

Since chlorine is necessary for the production of hydrochloric acid, chloride mineral water is prescribed first of all for low stomach acidity.

What does chloride water do?

• Increases the acidity of gastric juice.
• Improves gastrointestinal motility.
• Stimulates the flow of bile.
• Has a laxative effect.

Important!

Chloride water increases blood pressure. Therefore, it should not be recommended for hypertensive patients.

Sulphate mineral water

Anyone who has worked in a pharmacy for a long time remembers that magnesium sulfate in powder was previously prescribed as a choleretic agent. Probably, even now one of the doctors is prescribing it.

What does sulfate water do?

• Eliminates bile stagnation.
• Inhibits gastric secretion.
• Strengthens intestinal motility and has a laxative effect.

What else does mineral water do?

Mineral water of any kind:

• It enhances metabolism, so in combination with other means it can be recommended for weight loss.
• Reduces cholesterol content.
• Helps remove sand from the kidneys.
• Prevents the formation of gallstones.
• Increases the sensitivity of cell receptors to insulin.
• Enhances the activity of enzymes responsible for the absorption of insulin.
• Reduces oxaluria, phosphaturia, uraturia.
• Reduces the frequency of gout attacks by removing excess uric acid.

Composition of mineral waters by anions

Using this table it is convenient to navigate when it is better to offer what.

For example, Donat Mg contains a lot of sulfates, which means it will have a pronounced laxative and choleretic effect. For this reason, this water cannot be recommended if you are prone to gallstones, so as not to dislodge them and cause blockage of the bile ducts.

On the other hand, this water is low in chlorides, so it will not cause an increase in blood pressure in hypertensive patients.

You may ask: how much is a little or a lot?

There are no exact figures. See the composition in comparison with each other.

So, let's remember:

If the water contains a lot of sulfates, then it is suitable for constipation, stagnation of bile, for example, after removal of the gallbladder, but it cannot be recommended for cholelithiasis: Donat Mg, Novoterskaya, Slavyanovskaya, Smirnovskaya, Essentuki 2.

If it contains a lot of chlorides, it increases the acidity of gastric juice, but it should not be taken with high blood pressure: Essentuki 17, Essentuki 4.

If you only need to reduce the acidity of gastric juice and not cause side effects, it is optimal to offer hydrocarbonate water: Sulinka, including silicon, Borjomi.

If the client has chronic bronchitis, laryngotracheitis, alkaline water is needed. And in this situation, we will choose water where there are hydrocarbonates, but little chlorides and sulfates. They are of no use here: Borjomi, Narzan, Sulinka.

Types of mineral water by cations

(A cation is a positively charged ion.)

Based on cations, mineral water is divided into 4 main types:

1. Magnesium
2. Calcium
3. Sodium
4. Mixed

This is also indicated on the label.

See:

Well, you are well aware of the physiological significance of these microelements.

Calcium is necessary for the health of the skeletal system, strong nails, teeth, osteoporosis, and for normal muscle function.

Sodium is responsible for water-salt metabolism, but sodium water is contraindicated for edema, heart failure, and can increase blood pressure.

Magnesium is useful for stress, arrhythmias, insomnia, muscle spasms, and fatigue.

Silicon ensures healthy skin and nails and protects against atherosclerosis.

Considering that mineral water is very easy to counterfeit, you need to know what information must be on the label.

What should be indicated on the mineral water label?

1. Category of water: table, medicinal-table or medicinal.
2. Type of water based on anions: hydrocarbonate, sulfate, chloride, mixed.
3. Type of water by cations: magnesium, calcium, sodium, mixed.
4. General mineralization, i.e. the total amount of minerals per liter of water.
5. Quantitative composition of ions.
6. Number of the well from which the water was obtained.
7. Best before date. It is usually 12 months from the date the water was bottled.
8. Storage rules.
9. GOST
10. The label also tells you whether it is sparkling water or not. Mineral water may naturally contain dissolved carbon dioxide, and if it is still non-carbonated, gas is added artificially. It plays the role of a preservative.

How to drink mineral water correctly?

• Most often, mineral water is taken after releasing the gas. For this purpose, it is either poured into a glass and left for some time at room temperature, or heated if the disease requires it. And in this case, the gas also evaporates. If you do not release the gas, it can cause a feeling of fullness, discomfort, and even increase abdominal pain if there are problems with the digestive tract.
• Medicinal and medicinal table mineral waters work as medicine, therefore, as I have already said, they cannot be taken uncontrollably. The standard dosage is 1 glass 3 times a day. But a more accurate single dosage is calculated by weight: 3 ml per kg of weight. For example, if a person weighs 80 kg, then his single dose is 240 ml.
• If the buyer has many different diseases, or is prone to diarrhea, it is better to start with 50-100 ml and gradually increase the dosage.
• For kidney diseases, the frequency of intake is higher, but without consulting a doctor, I advise you to recommend taking mineral water 3 times a day in any case.
• For a therapeutic effect, it is important to observe the temperature regime. In some cases, water should be taken at room temperature, in others – heated.
• Most often, you should drink water slowly, in small sips. But there are nuances. More on this a little further.
• The average course duration is 1 month.
• After 4-6 months the course can be repeated.

Cold or warm?

When is cold and when is warm water taken?

Cold (18-24°):

• Reduced stomach acidity.
• Atonic constipation.
• Dyskinesia of the gastrointestinal tract of the hypotonic type.

Warm (38-45°):

• Increased stomach acidity.
• Peptic ulcer disease.
• Intestinal spasms due to chronic disease.
• Dyskinesia of the gastrointestinal tract of the hypertensive type.
• Cholelithiasis.
• Cholecystitis.
• Chronic pancreatitis.

Cold tones and stimulates, while warmth relaxes and soothes.

Mineral water is heated in a water bath, i.e. A glass of mineral water is placed in a saucepan of water and placed on the stove.

When should you not drink mineral water?

Mineral water cannot be recommended for acute abdominal pain, exacerbations chronic diseases, vomiting, because it can increase irritation of the already inflamed mucous membrane of the digestive tract, diarrhea, because. it often increases gastrointestinal motility and has a laxative effect, so diarrhea will only worsen.

So it is impossible to offer mineral water instead of rehydron if you have an intestinal infection.

How to properly store mineral water?

Store mineral water in a horizontal position to prevent salts from precipitating. Storage temperature is usually 5-20 degrees. The shelf life is usually 12 months.

Let's look at a few specific situations when you can offer mineral water.

Situation 1

A customer asks for something for heartburn.

What is the mechanism of heartburn? This is the reflux of gastric juice into the esophagus.

What should be done? Quench the acid with alkali.

This means you need alkaline, i.e. hydrocarbonate water.

Hydrocarbons are found in all water. But we don't need chlorides, which increase acidity, and we don't need sulfates, which have a laxative and choleretic effect. Therefore, we choose water that contains a minimum of chlorides and sulfates.

The same table will help. To make it more convenient for you to look into it, open it in a new tab using the link and, as you parse it, move from the article to the table and back.

We see that Borjomi, Sulinka, and Narzan meet these requirements. There are the least amount of hydrocarbons in Narzan, so priority is given to Borjomi and Sulinka.

How to argue?

Mineral water neutralizes hydrochloric acid that has entered the esophagus, reduces burning and discomfort.

Reception features

Drink without gas, warm at 35-40°C, in small sips.

It is good to offer mineral water in combination with a proton pump inhibitor, because their action is different.

Situation 2

A customer asks for something for chronic constipation.

Along with the laxative, suggest drinking mineral water, which enhances the motility of the digestive tract and has a laxative effect.

Preference for water with a high sulfate content: Essentuki 2, Slavyanovskaya, Smirnovskaya, Donat Mg, Novoterskaya.

How to argue?

Water enhances motor activity intestines and has a laxative effect.

Reception features

Water is taken on an empty stomach at room temperature to increase the tone of the intestinal muscles.

Situation 3

The client asks for something for low stomach acidity.

Among the drugs, you can offer, for example, Acidin-pepsin and additionally mineral water with a high content of chlorides.

Let's look at the table. These are Essentuki 4 and 17. The numbers indicate the source number. In total, 23 sources of Essentuki mineral water were discovered, but the most popular is water from sources numbered 4 and 17.

And don’t be confused by the high content of bicarbonates in them, which in theory should reduce the already low acidity. Due to chlorides and a special regimen of administration, this effect will not occur.

How to argue?

It has a high chloride content, and chlorine is necessary for the formation of hydrochloric acid. Therefore, such water increases the acidity of gastric juice.

Reception features

Take water 15-20 minutes before meals slowly, in small sips. Room temperature water also stimulates gastric secretion.

Situation 4

The buyer asks for advice on something for high stomach acidity.

In this case, it is optimal to offer hydrocarbonate or sulfate-bicarbonate water, where there are few chlorides and many sulfates, because sulfates inhibit gastric secretion, and chlorides increase it. These are Sulinka, Narzan, Slavyanovskaya, Smirnovskaya.

How to argue?

This is alkaline mineral water, which “quenches” excess hydrochloric acid, reduces heartburn and stomach pain.

Reception features

1-1.5 hours before meals, warm, without gas, quickly, in large sips, to avoid prolonged irritation of the gastric mucosa and facilitate its rapid transition to the intestines. This will slow down gastric secretion. Sulinka is taken 15-20 minutes before meals.

Situation 5

A client complains of heaviness in his right side and a bitter taste in his mouth after removal of his gallbladder.

This occurs as a result of stagnation of bile in the bile ducts, because the reservoir for it has been removed. Along with the choleretic drug, suggest drinking a course of mineral water.

How to argue?

Mineral water dilutes bile, improves its outflow, reduces heaviness in the side and bitterness in the mouth.

Reception features:

It should be taken 30-40 minutes before a meal, warmed up, slowly, in small sips. Donat Mg 15-20 minutes before meals.

Situation 6

The buyer asks for mineral water for tubage.

Tubage is otherwise called blind probing of the gallbladder. This procedure helps eliminate bile stagnation, which manifests itself as heaviness and discomfort in the right hypochondrium.

How is it carried out?

A simplified scheme looks like this: in the morning on an empty stomach, a person drinks mineral water heated in a water bath, lies on his right side on a heating pad and lies there for 1.5-2 hours. Mineral water dilutes bile, and heat expands the bile ducts, improving the outflow of bile.

For this purpose, low mineralization water with a high content of chlorides and sulfates is suitable: Narzan, Novoterskaya, Slavyanovskaya, Smirnovskaya.

Reception features

On an empty stomach, preheat the water in a water bath to 40°, release the gas. Take 2 glasses with a break of 20-30 minutes. You need to drink in small sips.

Just check with the buyer if he has gallstones, for which tubing is contraindicated. Otherwise, they’ll read all sorts of different things, and let’s get treatment ourselves!

Situation 7

The client asks what else can be taken for chronic pancreatitis, besides enzymes.

How to argue?

Water reduces inflammation, relieves pain, stimulates the production of pancreatic enzymes, which is reduced in chronic pancreatitis.

Reception features

Take warm without gas 1-1.5 hours before meals.

Situation 8

The buyer asks for something for chronic bronchitis (laryngitis, laryngotracheitis).

In addition to standard preparations, recommend alkaline mineral water of medium mineralization: Borjomi, Sulinka, Essentuki 4.

How to argue?

Alkaline mineral water thins mucus, reduces inflammation, and facilitates sputum discharge. It can be taken orally and used for inhalation.

Reception features:

40-50 minutes before meals, warm without gas or for inhalation. Sulinka - in 15-20 minutes. before meals.

Situation 9

The client purchases medications for gout (for example, Allopurinol) or asks for advice on something.

What is gout?

This is a chronic metabolic disease in which the excretion of uric acid is impaired. Excess uric acid is deposited as crystals in the joints, causing inflammation. The joint of the big toe is the first to be affected.

The buyer, usually a middle-aged man, complains of terrible pain in the joint area, swelling and redness. The pain intensifies with the slightest movement.

Treatment is aimed at relieving pain, reducing the synthesis of uric acid, and eliminating excess acid in the urine. Therefore, along with Allopurinol, non-steroidal anti-inflammatory drugs, mineral water will be very helpful.

Preference is given to water with a high content of bicarbonates, which has an alkalizing effect. Borjomi, Essentuki 4, 17, Sulinka, Donat Mg are suitable.

How to argue?

This mineral water removes excess uric acid, which is deposited in the joints and causes pain. As a result, the frequency of exacerbations decreases.

Reception features

30-40 minutes before meals, warmed up. Sulinka, Donat Mg – in 15-20 minutes. before meals.

Situation 10

The client is wondering what else you can drink besides medications to lower your blood sugar?

I already said above what mineral water does when diabetes mellitus. It enhances the production of insulin, improves the sensitivity of receptors to it, and removes under-oxidized metabolic products. Any mineral water has this effect, but Donat Mg is especially praised.

Studies have been conducted on the effects of Donat. It turns out that within 2 hours after taking it, blood sugar decreases by 30-40%. And after a course of treatment, the effect lasts 3-4 months.

How to argue?

Mineral water enhances insulin production, improves tissue sensitivity to it, and helps reduce sugar.

Reception features:

45-60 minutes before meals, warm. Sulinka, Donat Mg – in 15-20 minutes. before meals.

Situation 11

They ask for something for a hangover.

IN in this case Any medicinal table water will do.

How to argue?

Reduces thirst, restores water-salt balance, neutralizes and removes toxins, improves well-being.

There are no special reception features.

Situation 12

Perhaps one of the buyers will ask you how to remove sand from the kidneys.

In my opinion, in this case it is optimal for the pharmacy to offer water of low mineralization, so that God forbid, it does not cause harm. These are Slavyanovskaya, Smirnovskaya, Narzan, Novoterskaya.

How to argue?

Water has a diuretic effect, promotes the removal of sand, reduces inflammation, and prevents the formation of stones.

Reception features

1 hour before meals, warmed up.

We have discussed with you 12 situations when you can recommend mineral water. Which means 12 new ideas for.

I hope that I was able to shed light on this dark product group for many of you.

When offering mineral water, do not forget to find out if the buyer has any contraindications: for example, hypertension for chloride water, gallstones for sulfate water.

Introduction 4 Chapter 1. Overview of the pharmaceutical market 8 Chapter 2. Research and analysis of mineral water of the Kazan Pharmacies pharmacy chain 14 Conclusion 28 References 30

Introduction

Currently, based on the presence of state, municipal and private pharmacy enterprises on the domestic pharmaceutical market, as well as the significant difference in their income, the press is forming an opinion that there are two diametrically opposed approaches to the development of the retail sales sector in the domestic pharmaceutical industry medicines and goods medical purposes, the difference between which lies in their views on doing business. The first is associated with the transformation of the pharmacy into a standard enterprise retail with a specific range of products offered. The second is with the presentation of the pharmacy as an integral part of the system medical care to a population whose activities lie more in the field of medicine and pharmaceuticals than in trade and the economy as a whole. At the same time, due to the high profitability of individual private pharmacy chains, a myth has been launched about the impossibility of equal coexistence of chain structures and individual pharmacies. Most likely, the emergence of these theories is associated with a misunderstanding of the essence of the processes currently occurring in the drug retail system, in which all existing structures, solving specific target problems, complement each other. In addition, these theories may have a common basis - the desire of pharmaceutical officials to have leverage over participants in this market and are intended to justify the need to limit the degree of commercialization of pharmacies through the use of administrative and command levers (licensing, certification, control, restrictions and prohibitions). All this, ultimately, indicates their inability to use market management mechanisms, lack of understanding of the range of tasks solved in the process of management and marketing activities. Any organization can operate successfully in the market if it correctly determines its market opportunities and develops a competent strategy of behavior. The experience of constant communication with entrepreneurs working in various spheres of domestic business has shown that many of them, identifying marketing activities with the activities of a company’s sales representative and, at the same time, believing that marketing is either “the art of selling” or “the art of finding clients" significantly limit the possibilities of developing your own business. Marketing in pharmacy is not so much a business function as a broad view of the entire area of ​​drug production and their sales. The general principles of marketing are also valid for the activities of a pharmacy enterprise and are embodied in specific areas of marketing activities, which include: 1. Comprehensive study and forecasting of the market: research and analysis of its main indicators, development forecast, consumer research, identification of the “key” factor segmentation of the market and its individual parameters. 2. Implementation of product policy; 3. Implementation of pricing policy; 4. Implementation of communication policy; 5. Planning the range of medicines; 6. Development of sales policy: selection of sales channels - analysis and sales forecast, - turnover planning, - determination optimal conditions for the sale of pharmaceuticals; 7. Management of marketing activities and control over its implementation. Marketing activities of a pharmacy company for market research include the following stages: 1. Study of market potential (market capacity), that is, the maximum possible number of specific medicines that can be sold on the market in certain period time. It is important to determine the market capacity in relation to a product because on this basis it is possible to assess the efficiency of a pharmacy enterprise, the role of advertising and the requirements for its effectiveness. 2. Market segmentation analysis. This stage involves identifying individual market segments (shares) in the market in accordance with selected criteria (geographical, demographic, behavioral, etc.). Segmentation is carried out with the aim of subsequently identifying the target markets that most meet the needs of consumers and the capabilities of the enterprise. The study and analysis of mineral waters from a pharmacy chain is very relevant, due to the fact that this product is an essential product. Having complete and detailed information about the product makes it possible to use it fully both for the health of yourself and your loved ones. The purpose of this work is to analyze the mineral waters presented on the market of a certain pharmacy enterprise, to study the therapeutic effect of mineral waters, as well as to disclose the characteristics of a certain mineral water. The main objectives of the course project are: - study of the market for pharmaceutical products and the network of pharmacies selling medicinal minerals in Kazan; - study of types of mineral waters, their classification and therapeutic effects on the human body; - study of the composition of mineral waters.

Conclusion

In the pharmaceutical environment there is a large number of phenomena indicating the presence of the Pareto rule, both in the industrial segment of the market and in the distribution chain. For example, in a retail chain, about 20% of the total number of drug items in the assortment bring 80% of the income to the pharmacy. Moreover, the ratio of highly profitable and high-turnover, that is, the most popular drugs, also obeys the “20/80” law. Thus, medicines in the “cheap” price range (up to $1.5) account for about 20% of pharmacy turnover in in value terms, but in physical terms they account for up to 80% of all sales. In its purchasing policy, the pharmacy also “adheres” to the Pareto rule - leading suppliers, the number of which usually does not exceed 20% of their total, fulfill 80% of all retail chain supply orders medicines. According to the “20/80” law, the distribution of buyers occurs. The vast majority of clients (80%) bring in insignificant total income for the pharmacy (20%), which also requires major efforts in the form of working time, etc. (80%). Serving this largely low-income population is where pharmacy fulfills its important social function. In commercial terms, target consumers, although they constitute a relatively small group of buyers for the pharmacy (20%), nevertheless provide it with the main income (80% in monetary terms) and with obviously minimal staff labor costs (20%). It is necessary to analyze the reasons for the absence or low sales in a pharmacy of leading positions in the regional market: inventory, price, specific demand in a given pharmacy. Optimizing the assortment allows you to increase the pharmacy turnover by ~10 - 15%. During the analysis of the assortment of mineral waters at pharmacy No. 35 of the Kazan Pharmacies network, the corresponding indicators for assessing the assortment were determined. The product range, its demand, medicinal properties and conclusions were drawn about the optimal indicators of breadth, depth, and rationality of the assortment.

Bibliography

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