Fascino is the first franchising drugstore which has a great number of branches in Thailand. It was established in 1983 in the name of “Relationship of Pharmacy” sited on Prannok road. Fascino started the drugstore network in form of licensing or franchising drugstore in 1997. It was the first franchising drugstore which is initiated by Thai people. Nowadays, Fascino has more than 80 branches in all regions of the country. All branches were established as Health Center which provided more than 8,000 different kinds of products such as Medicine, Vitamin and Supplementary Food, Medical Cosmetics, Patient Device, Medical Equipment and Health Products. The number of drugstores in Thailand has increased with a severe competition. The main problem of the drugstores is not known and recognized by the customer because no drugstore realize to do marketing plan to reach “Top of mind” of the drugstores.
The main objective of this independent study is to create brand awareness and to build up Fascino to become the “Top of mind” of consumers’ perceptions of the drugstore. In this situation, Product and Service differentiation are the most important marketing strategy to position the stand-out from other competitors. Moreover, the other important strategies are customer experience management, multi-channel strategy, Integrated Marketing Communication such as Advertising, Public Relations and Marketing Activity. In addition, this study also provides the operation evaluation, key performance indicators and contingency plan to be ensured that Fascino could operate more efficiently and effectively.
