The aim of the work is to analyze the range of suppliers and manufacturers of dietary supplements sold through the pharmacy network.
The main objective of the study is to show that dietary supplements to food are increasingly equated with medicines, to show the breadth of the range of dietary supplements, to distinguish between supply and demand indicators, as well as the effectiveness of this type of product for the prevention of various diseases of the cardiovascular system, upper respiratory tract, digestive organs, excretory, nervous and other systems and organs of the human body.
Introduction 3
I Abstract part 4
1.1. General provisions about biologically active food supplements 4
1.2. Assessment of consumer behavior in the dietary supplements market 9
1.3. Marketing research consumers BAA 11
1.4. Assortment of biologically active food supplements 15
1.5. Basic principles of organization retail dietary supplements in pharmacies. 17
1.6. Condition and legal regulation market dietary supplements 33
1.7. Guidelines on the organization of retail sale of dietary supplements in pharmacy organizations. 39
1.8. Leading manufacturers of dietary supplements for food 47
II Experimental part 50
References 54
DIETARY NUTRITION - NUTRITION OF A SICK PERSON AND ANALYSIS OF THE RANGE OF BUD AND PRODUCTS OFFERED IN PHARMACY PRACTICEState budgetary vocational educational institution
Department of Health of the city of Moscow
"Medical College No. 6"
GRADUATE WORK
DIETARY FOOD -
NUTRITION OF THE SICK PERSON AND
ANALYSIS OF THE RANGE OF BUD AND
PRODUCTS OFFERED IN
PHARMACY PRACTICE
Completed by: Davydova I.I.
Head: Kulyanova A.E.
Goals and objectives of the thesis:
To study the approach to dietary nutrition of sick peopleMake a description of dietary supplements used by patients
people on diets
Explore the range of dietary supplements used in complex
therapy of certain pathologies,
Carry out marketing and sociological work on
demand for this species goods
draw conclusions and make recommendations to
improve the quality of work of a pharmacist and pharmacy in general.
Diet
Diet is the rules for eating food, according to its kind, quality, quantity andtime; rules for all other necessities of life, for the protection of health,
protection, amulet. It must be observed not only with a crazy desire
get rid of excess weight, and constantly, prolonging such an unpretentious
way of life, facilitating the work of the body.
© Explanatory Dictionary of Living
Great Russian language by Vladimir Dahl
The ancient Greek physician Asklepiades was the first to declare that any disease can be
be cured with the right diet.
Diets for various diseases of organs and systems
Diet No. 1, No. 1a, No. 1b - peptic ulcer of the stomach and duodenum 12Diet number 2 - chronic gastritis, acute gastritis, enteritis and colitis, chronic enterocolitis
Diet number 3 - constipation
Diet No. 4, No. 4a, No. 4b, No. 4c - intestinal diseases with diarrhea
Diet No. 5, No. 5a - diseases of the liver and biliary tract
Diet number 6 - gout, urolithiasis with the formation of stones from uric acid salts
Diet No. 7, No. 7a, No. 7b - acute and chronic nephritis (pyelonephritis, glomerulonephritis)
Diet number 8 - obesity
Diet number 9 - diabetes
Diet number 10 - diseases of the cardiovascular system with circulatory failure
Diet number 11 - tuberculosis
Diet number 12 - functional diseases of the nervous system
Diet number 13 - acute infectious diseases
Diet number 14 - nephrolithiasis with the passage of stones, consisting mainly of
oxalates
Diet number 15 - various diseases that do not require special diets
Assortment analysis
After analyzing the possible range of dietary supplements used in pathologies taken onstudy during this study found that pharmacies can be represented:
45 different drugs
in 63 dosage forms
and with 93 different dosages.
In the pharmacy - the base of the study, the assortment of the same dietary supplements showed the presence of:
16 different drugs
in 4 dosage forms
and with 16 different dosages
Assortment indicators
Ksh =actual pharmacy assortment
assortment basic
Actual pharmacy assortment - 16 items
Basic range - 45 items
Ksh =
Analysis of the range of dietary supplements in the pharmacy organization "Melody of Health" (Voronezh)
INTRODUCTION
CHAPTER 1. ROLE AND SIGNIFICANCE OF BIOLOGICALLY ACTIVE FOOD SUPPLEMENTS
1 Vitamin and mineral complexes as sources of natural substances necessary for the body
2 Dietary supplements, their composition, functions and classifications
3 Regulatory Framework presence of dietary supplements in the pharmaceutical market of the Russian Federation
CHAPTER 2. GENERAL CHARACTERISTICS OF THE RESEARCH BASE
CHAPTER 3. OUR RESEARCH RESULTS
CONCLUSION ON THE RESEARCH
LIST OF USED LITERATURE
INTRODUCTION
Relevance of the topic. In system market relations the sustainable functioning of pharmacy organizations and the possibility of fulfilling their social mission primarily depend on trade assortment offered for sale to the public in retail trade, which must meet the expectations and ideas target audience and act as a key factor in the competitiveness of an economic entity.
However, maintaining and strengthening positions in the market in the conditions of its saturation, constant changes in the assortment, growing customer needs and increased competition both between retailers selling certain groups of parapharmaceutical products and pharmacy organizations force the latter to look for new opportunities for economic development in a competitive environment. One of these areas is the use of marketing in the process of updating, expanding and diversifying the range. The use of marketing tools in managing the range of goods allows pharmacy organizations, taking into account the needs and preferences of consumers, to form sustainable competitive advantages.
Of particular interest is the management of the range of biologically active additives - at present, the growth rate of sales of biologically active additives is increasing, however, the issues of managing their assortment are not always sufficiently developed and customer-oriented in pharmacy organizations.
The purpose of the study: analysis of the range of biologically active additives in pharmacy organization"Melody of Health" (Voronezh).
Research objectives:
Conduct a literature review on the research questions.
Present the material and research methods.
Process and present the results of your own research.
Provide a conclusion on the study.
Summarize the results of the work and develop recommendations for the study.
CHAPTER 1. ROLE AND SIGNIFICANCE OF BIOLOGICALLY ACTIVE FOOD SUPPLEMENTS
1 Vitamin and mineral complexes as sources of natural substances necessary for the body
Complex nutrition includes a balanced diet of proteins, proteins, fats, minerals and other useful substances necessary for our body. In search of these “ingredients” for a healthy and therefore happy life, we first of all turn to food. In a deteriorating environmental situation, especially in large cities, food products lose their useful properties and cannot fully provide the entire set of necessary substances. According to official statistics, 64.1% of the citizens of our country do not follow the diet.
It is vitamin-mineral complexes that are the only source of natural substances necessary for the body, many of which the human body is not capable of synthesizing on its own. The key issue in this case is the individual's understanding of the value of his own health as a vital capital and the need for personal responsibility for it.
Biologically active additives (BAA), which are ambiguously perceived in Russia, can play a significant role in helping the population. It is clear that high-quality products of this kind can significantly improve human health and affect labor productivity.
1.2 Dietary supplements, their composition, functions and classifications
Biologically active additives (BAA) to food - compositions of biologically active substances intended for direct intake with food or introduction into the composition food products.
For a person in ancient times, medicines were those substances and products that he ate. That is, the roots, fruits, bark, leaves and stems of plants, body parts and organs of various animals (including those that are generally considered inedible from a modern point of view), soil and minerals.
Information about the therapeutic and health-improving effect of nutrients has been preserved in ancient Eastern medicine (ancient Chinese, ancient Indian, Tibetan), which has come down to our days. The formulations of therapeutic and prophylactic drugs of that time have a very complex, multicomponent composition and a natural, natural origin. One of the consequences of this integrative process has been the widespread use of biologically active food supplements, which, as a rule, are derivatives of modern technologies.
Let us turn to what dietary supplements are in terms of their composition, functions and classification.
According to the definition of the Ministry of Health, food supplements containing biologically active ingredients (BAA), separated in 1994 from medicines into a separate group, are concentrates of biologically active substances. They are intended for direct intake or introduction into the composition of food products in order to enrich the human diet with individual biologically active substances or their complexes.
Classification of dietary supplements:
All currently existing dietary supplements are divided into three groups: nutraceuticals, parapharmaceuticals and eubiotics.
Nutraceuticals are biologically active food supplements used to correct it. chemical composition.
Nutraceuticals include vitamins, vitamin-like substances, minerals, amino acids or peptide complexes, dietary fiber, etc.
Functions of nutraceuticals:
) cover quickly and easily the lack of vital nutrients;
) make it possible to adjust the individual diet for a particular person with no diseases, taking into account such factors as his work, gender, age, genetic factors, biorhythms, physiological characteristics (pregnancy or lactation period), environmental conditions, etc.;
) increase the body's resistance in humans by enhancing the enzymatic protection of cells to the influence of adverse environmental factors, especially in ecologically disadvantaged areas;
) purposefully change the metabolism in the body in order to maximally satisfy the needs for nutrients in a person with diseases;
) have immunomodulatory properties, enhance the excretion of toxic and foreign substances (radionuclides, various heavy metals) from the body.
Nutraceuticals are divided into the following groups of dietary supplements:
Herbal preparations (diet modifiers).
Basically, this group consists of drugs for weight loss. In their composition, you can find vitamins, amino acids, various trace elements. That is, in other words, their composition is not much different from multivitamins and complexes to support immunity. The effect of weight loss they suggest due to the overall improvement in health.
As an example, let's take the Mega Slim phytoactive complex, which is designed specifically for use in nutrition systems for weight loss (diets). According to the manufacturer - Russian company"LEOVIT nutrio" - it combines the latest scientific developments in the field of nutrition and many years of medical experience. When it was created, modern concepts of safe and effective weight loss were used.
Figure 2 - Phytocomplex "Mega Slim"
Composed of:
vitamin premix (vitamins: C, PP, E, B5, B6, B2, B1, B9, H, B12)
L-carnitine, cinnamon, bromelain, guarana extract, zinc sulfate, corn silk extract, sodium selenite, magnesium sulfate, chromium picolinate.
Excipients: starch, talc, aerosil, calcium stearate
Shelf life: 2 years
Storage conditions: in a dry, dark place at room temperature.
Before use, you should consult with your doctor.
Action:
) Control of body weight. An increase or decrease in body weight is primarily associated with the individual characteristics of metabolism. Only by reducing fat mass, regulating carbohydrate metabolism and increasing protein absorption, you can achieve a result. Corn stigmas regulate metabolism, having a diuretic and choleretic effect, regulate appetite; Cinnamon increases the effectiveness of fat burning components; Bromelain helps the breakdown of protein foods and its absorption by the body; B vitamins are involved in the processes of fat, protein and carbohydrate metabolism.
) The effect of "fat burning"
The MegaSlim components are known for their lipotropic action - the ability to mobilize fat from their fat depots and accelerate its utilization. L-carnitine - key factor accelerating the "burning" of fats. It helps to reduce the accumulation of fat in tissues and reduce body weight by reducing the proportion of fat, turning it into energy. Deficiency in the diet of L-carnitine leads to a violation of fat metabolism; Zinc has a lipotropic effect, reducing the fat content in the liver, it is necessary for the synthesis of insulin; Vitamin E is involved in the processes of splitting and synthesis of fat; Vitamin PP takes part in energy metabolism.
Mineral substances (micro and macro elements).
1 Macronutrients (calcium, phosphorus, sulfur, potassium, sodium, magnesium).
Let's take Magne B6 FORTE as an example. This drug should be used in the presence of magnesium deficiency. It is not recommended to use it in case of kidney disease, as well as in the presence of allergies.
Figure 3 - "Magne B6 FORTE"
2 Trace elements (zinc, manganese, iron, chromium, selenium, copper, iodine, fluorine, cobalt).
As an example, let's take the drug Iodine-Active®.
Figure 4 - Iodine-Active®
Iodine in the composition of Iodine-active® is actively absorbed in case of iodine deficiency, and in case of excess, it is excreted from the body without entering the thyroid gland. This is due to the fact that iodine is split off from milk protein under the action of liver enzymes, which are produced when there is a lack of iodine. When there is enough iodine in the body, enzymes are not produced and Iodine-active® is excreted naturally, without being absorbed into the blood.
Iodine is part of the thyroid hormones involved in the regulation of metabolism (including proteins, fats and carbohydrates), the functioning of the nervous and cardiovascular systems, sex and mammary glands, affecting the growth and development of the child.
Contraindications: Individual intolerance to dietary supplement components.
Sources of minerals.
One of the most famous examples of this category - "Hematogen" (for example, the manufacturer is a republican unitary enterprise"Ekzon", Republic of Belarus). Group: BAA-sources of mineral substances Subgroup: BAA containing iron Recommended as: additional source of iron.
Sources of vitamins.
One of the best known examples of this category is VITAMIN C ascorbic acid. Manufacturer HEMOFARM A.D. Composition - ascorbic acid and excipients, depending on the form of release.
Multivitamin preparations (complex).
For example, Additive Multivitamins (Additiva Multivitamins). Composition: 1 Tropical fruit flavored effervescent tablet contains Vitamin B1 3.75mg, Vitamin B2 7mg, Vitamin B6 4.25mg, Vitamin B12 12.5mcg, Vitamin C 187.5mg, Vitamin E 30 mg, biotin 12.5 mcg, vitamin PP 37.5 mg, calcium D-pantothenate 25 mg, folic acid 0.5 mg; in tubes of 10 and 20 pieces, in a box 1 tube. Pharmacological action - multivitamin. Stimulates metabolic processes in the body.
Monovitamin preparations.
For example, Vitamin E manufacturer Zentiva / Slovakofarma, Slovakia. Composition: tocopherol acetate, depending on the dosage of the drug and excipients.
Figure 5 - Vitamin E manufacturer Zentiva / Slovakofarma
Sources of polyunsaturated fatty acids(PUFA).
Example: Omeganol. It is a concentrated source of a number of substances that prevent the development of atherosclerosis: omega-3 and omega-6 polyunsaturated fatty acids, allicin and carotenoids of red palm oil.
Sources of ballast substances (dietary fiber).
Bran is an example. Dietary fiber, contained in LITO bran, perfectly stabilizes metabolism, removes radionuclides from the body, is a biosorbent of toxins, normalizes the function of the gastrointestinal tract, and provides a more complete absorption of nutrients. The intestinal microflora under the action of dietary fiber is ennobled, formed favorable conditions for the development of beneficial bifidobacteria.
Each of the additives: fruits, vegetables or herbs, has different properties. So, bran "LITO" with seaweed is an invaluable source of iodine for humans, milk thistle in combination with bran provides protection for the liver, a product with carrots is recommended for the prevention of colds.
Parapharmaceuticals is a class of dietary supplements that appearance and action are similar to drugs (tablets, capsules, tinctures, etc.). These can be preparations based on medicinal and food plants, bee products, seafood. Parapharmaceuticals have general health-improving, restorative properties, can be used for prevention and in the complex treatment of diseases. In their composition, as a rule, natural biologically active substances of mineral or vegetable origin.
Parapharmaceuticals include:
Organic and mineral substrates - mumiyo (mountain resin).
Waste products of bees and animals: plant and animal poisons, honey, bile, propolis (a resinous substance produced by bees to cover cracks in the hive), antlers (growing deer antlers).
Phyto teas and herbal preparations.
Plant extracts with a high content of physiologically active substances: eleutherococcus, ginseng, magnolia vine, golden root - radiola, seaweed.
The main goal of parapharmaceuticals is to activate and stimulate the work of individual organs and systems.
Classification of parapharmaceuticals:
Immunomodulators.
For example, Immunal. Pharmachologic effect. Immunal is a stimulator of nonspecific immunity. Echinacea purpurea juice, which is part of Immunal, contains active substances of a polysaccharide nature that stimulate bone marrow hematopoiesis, as a result of which the number of granulocytes increases by 34 - 89%, and also increase the activity of phagocytes and RES cells of the liver. Immunal has an antiviral effect (influenza and herpes viruses).
Adaptogens (increase the body's resistance to harmful environmental influences).
For example, Echinabene. The active substance is a liquid extract. Pharmachologic effect. Vegetable immunomodulator
origin. Stimulates predominantly cellular immunity. Increases the number of leukocytes, activates the ability of granulocytes to phagocytosis, promotes the release of cytokines. Indications. The drug is used to increase the body's resistance, for the prevention and treatment of colds, flu, infectious and inflammatory diseases of the nasopharynx and oral cavity.
3. Tonizers (have a tonic effect).
Lipid-lowering agents (reduce the level of "bad cholesterol" - LDL).
Regulators of systems and functions of the body.
For example, PLANTEX (PLANTEX). Ingredients: fruit extract of fennel fragrance with 16% essential oil, glucose, lactose. Plantex - a drug for the correction of digestive disorders in children. Fennel fruit and essential oil have a digestive and carminative effect. Stimulate digestion, increasing the secretion of gastric juice and peristalsis. The drug prevents gas formation in the intestines and enhances the release of gases and, thus, relieves spasms caused by intestinal flatulence.
Anorexigenic drugs - regulators of hunger.
For example, preparations containing fiber.
Parapharmaceuticals with natural enzymes.
Probiotics or eubiotics are dietary supplements that contain live microorganisms and / or their metabolites (their metabolic products), which have a normalizing effect on the biological activity and composition of the microflora of the gastrointestinal tract.
Types of Probiotics
Probiotics primarily improve the health of the gastrointestinal tract. Classical representatives of probiotics are lactic acid bacteria of the genus Lactobacillus and bifidobacteria, which are constantly present in the digestive tract. Microorganisms that occasionally occur in the human intestine are called transient:
cocci and lactic acid bacilli;
Gram-negative Escherichia coli and Gram-positive Bacillus bacteria;
Yeast Candida pintolepesii, Saccharomyces;
Mushrooms, including higher ones - Cordiceps, Rizopus, Aspergillus.
Other classifications of dietary supplements are also possible.
According to the form of release, dietary supplements are classified as:
Dietary supplement food form of release: lollipops, marshmallows, jelly, grains, pastes, balms, teas, syrups, caramels, meal.
For example, E Tea.
Figure 6 - E Tea
Supplement E tea NSP contains burdock root (Arctium lappa), sheep sorrel (Rumex acetosella), American elm bark (Ulmus fulva) and Chinese rhubarb root (Rheum palmatum) (included instead of turkey rhubarb, which is currently almost not found. properties Chinese and turkey rhubarb are identical). All medicinal plants in the composition of the collection have an immunostimulating, restorative, tonic effect.
Action:
Strengthens the immune system
Removes waste and toxins
Has anti-inflammatory action
Helps normalize the function of the digestive system
Has a restorative, tonic effect
BAA in dosage form: capsules, tablets, pills, tinctures, extracts, powders, granules, collections, oils, infusions, dragees, effervescent tablets.
According to the sources of obtaining dietary supplements are divided into several groups, highlighting those created on the basis of:
proteins, amino acids and their complexes;
essential (irreplaceable by the body) lipids;
carbohydrates and sugars;
dietary fiber;
pure substances of macro- and micronutrients;
natural minerals and mumiyo;
food and medicinal plants, including flower pollen;
products of processing of meat and dairy raw materials, by-products, arthropods, amphibians, beekeeping products;
seafood;
probiotic microorganisms;
unicellular algae;
The Institute of Nutrition of the Russian Academy of Medical Sciences has developed a classification according to the effects on the body:
Nutraceuticals;
Antioxidants;
For weight control;
For example, the Turboslim line of drugs.
Stimulating the functional activity of individual organs and systems;
For example, Ginkgo Biloba. Means of plant origin. The action is due to the nature of its influence on the metabolic processes in cells, the rheological properties of blood and microcirculation, as well as on the vasomotor reactions of large blood vessels. Improves cerebral circulation and the supply of oxygen and glucose to the brain. It has a vasodilating effect, prevents platelet aggregation. Normalizes metabolic processes, has an antihypoxic effect on tissues. Prevents lipid peroxidation and the formation of free radicals in cell membranes. It has a pronounced anti-edema effect at the level of the brain and in peripheral tissues. In various pathological conditions, it prevents an increase in the proteolytic activity of serum. Indications - geriatrics with disorders of attention and / or memory, mental disorders, fear, dizziness, tinnitus, sleep disturbances, general malaise resulting from cerebrovascular disorders.
Contributing to the healing of bone injuries;
For example, Calcium D3Nycomed.
Sedative action;
For example, Persen.
Male (for the prevention of prostatitis, restoration of potency, etc.) and female (for the development of lactation, with menopause, etc.);
For example, Viagra, Leovit Lactagon.
Tonic;
Various preparations containing Eleutherococcus.
To maintain bowel function, digestion, bile secretion;
general strengthening;
Eubiotics. For example, Eubicor.
3. Regulatory framework for the presence of dietary supplements in the pharmaceutical market Russian Federation.
In accordance with paragraph 3 of Article 46 of the Federal Law N 184 "On Technical Regulation", from February 15, 2010, the Decree of the Government of the Russian Federation of December 1, 2009 N 982 "On approval of a single list of products subject to mandatory certification, and a single list of products, confirmation compliance with which is carried out in the form of a declaration of conformity”.
According to part 3 of article 20 federal law N184 "On Technical Regulation" the adoption of a declaration of conformity (declaration of conformity) is one of the forms of mandatory confirmation of the conformity of products or other objects with the requirements of technical regulations, the provisions of standards, sets of rules or the terms of contracts.
In their activities, manufacturers inform their customers about the mandatory confirmation of conformity in the form of accepting a declaration for the serial production of their product range. Copies of declarations are accompanied by all shipped products.
The procedure for declaring the conformity of products is determined by Article 24 of the Federal Law of the Russian Federation of December 27, 2002 N 184-FZ "On Technical Regulation" (as amended on December 30, 2009) and approved by the Decree of the Government of the Russian Federation of September 7, 1999 N 766 " Procedure for adopting a declaration of conformity and its registration” (as amended on 01.12.2009). The applicant for declaration of conformity may be registered in the territory of the Russian Federation entity or individual as an individual entrepreneur.
Declaration of conformity - a document by which the manufacturer of goods or services confirms that the products manufactured by him or the services provided comply with the quality and safety requirements established for this product current standards and existing regulations.
Products and services that have a Declaration of Conformity have official proof of an appropriate level of quality and inspire consumer confidence.
The Declaration of Conformity has an expiration date and registration number, containing the code of the accredited certification body and the serial number of the declaration itself. Products for which a declaration of conformity has been received are under control territorial bodies executive power of the Russian Federation in the framework of supervision over the safety and quality of goods or services.
Decree of the Government of the Russian Federation No. 988 dated December 21, 2000 put into effect the "Regulations on the State Registration of New Food Products, Materials and Products", in accordance with which the procedure for registering food additives was determined, which meant those used in Food Industry organic acids and their derivatives, emulsifiers, flavoring agents, acidity regulators, defoamers, antioxidants, dyes, flavor and odor enhancers, leavening agents, stabilizers, sweeteners, thickeners, complex and combined functional and technological food additives, biologically active food supplements (nutraceuticals, parapharmaceuticals , probiotics - p. 8), as well as dietary (therapeutic and preventive) nutrition products (p. 4). Thus, there was a regulatory separation of dietary supplements from the group of food additives, but their name retained the clarification "food additives".
The most important stage in the development of nutrition correction methods, including dietary supplements, was the Decree of the Government of the Russian Federation No. 917 in August 1998, which approved the "Concept of the state policy in the field of healthy nutrition of the population of the Russian Federation for the period up to 2005". According to this concept, the basis of the ongoing state policy is the development and implementation of comprehensive programs aimed at creating conditions that ensure the satisfaction of the needs of various groups of the population in a rational, healthy diet, taking into account their traditions, habits, economic situation and in accordance with the requirements of medical science. The adoption of this program was largely the result of the main violations in the nutritional status of the Russian population proven by many years of research by specialists from the Institute of Nutrition of the Russian Academy of Medical Sciences:
excessive consumption of animal fats
Excess consumption of sugar and salt
deficiency of polyunsaturated fatty acids
Deficiency of complete animal proteins
deficiency of most vitamins
deficiency of minerals - calcium, iron, magnesium, potassium, phosphorus
deficiency of trace elements - iodine, fluorine, selenium, zinc
Pronounced deficiency of dietary fiber (fiber) and starch.
Among the consequences of the identified violations of the nutritional status of the population of Russia can be attributed:
a progressive increase in the number of underweight adults and children early age with reduced anthropometric indicators;
Widespread of various forms of obesity (among people over 30 years old - in 55% of the population);
· frequent identification among the population of persons with a reduced immune status, various forms of immunodeficiency, reduced resistance to infections;
An increase in the frequency of such alimentary-dependent diseases as iron deficiency anemia, thyroid disease, caries, osteoporosis, arthritis;
· an increase in the proportion of people with high risk factors for coronary heart disease, hypertension, diabetes mellitus, cerebral atherosclerosis, and cancer.
One of the leading directions of state policy in the field of prevention of alimentary-dependent conditions and diseases is the expansion of the production of biologically active food supplements. "The concept of state policy in the field of healthy nutrition of the population of the Russian Federation for the period up to 2005" should be considered as the leading document defining the position of the state in relation to dietary supplements as a group of food products and approving them legal status.
Sanitary and epidemiological rules and regulations SanPiN 2.3.2.1290-03 HYGIENIC REQUIREMENTS FOR THE ORGANIZATION OF PRODUCTION AND TRAFFIC OF BIOLOGICALLY ACTIVE FOOD SUPPLEMENTS (BAA) introduced in 2003 determine that dietary supplements are used as an additional source of food and biologically active substances, incl. h. products that have a tonic, mild diuretic, tonic, sedative and other types of action in various functional conditions, for
optimization of carbohydrate, fat, protein, vitamin and other types of metabolism in various functional states,
normalization and / or improvement of the functional state of organs and systems of the human body,
reducing the risk of disease
normalization of the microflora of the gastrointestinal tract,
as enterosorbents.
It is necessary to highlight the current trend towards mixing natural (primarily herbal) based medicines and dietary supplements. It is associated with the inability of the bulk of domestic manufacturers to resist the intervention of imported dietary supplements and medicines on the Russian market, as well as the lack of sufficient working capital for the normal promotion of their developments (on a natural basis) to the medicinal market. Moreover, today small enterprises predominate in the structure of Russian dietary supplements manufacturers. For example, structures producing and selling products worth more than $50,000 per month account for only 35% of them. total number manufacturers. Therefore, a more liberal approach to regulating the market of biologically active food supplements compared to the market of medicines prompted developers of natural-based medicines to use the possibility of registering their developments under a simplified scheme, as biologically active additives.
The official definition clearly reflects the legal status of dietary supplements as foods, not medicines:
Biologically active food supplements (nutraceuticals and parapharmaceuticals) are concentrates of natural or identical natural biologically active substances intended for direct intake or introduction into food products in order to enrich the human diet with individual biologically active substances or their complexes.
Biologically active food supplements (BAA) are obtained from plant, animal or mineral raw materials, as well as by chemical or biotechnological methods. These include enzyme and bacterial preparations (eubiotics), which have a regulatory effect on the microflora of the gastrointestinal tract.
In practice, its expanded interpretation has gradually developed, which already allows us to consider dietary supplements as health products. Moreover, many manufacturers of biologically active food supplements have gone even further, omitting the extremely important part of the term - "to food", and directly positioning them as medicines that provide the possibility of curing a fairly wide range of diseases. As a result of such a substitution of concepts, the conditions were prepared for the penetration of biologically active additives into the fundamentally close, but alien market for medicines.
After such manipulation, dietary supplement manufacturers got the opportunity to form in some part of consumers of their products the image of the drug not only improving the quality of life, but also restoring health. Thus, along with the possibility of forming a new need among the population of the country, based on the concept of improving the quality of life, dietary supplement manufacturers did not miss the opportunity to fully use the well-known need for restoring health.
Comparing the above definitions, one can see how the attitude towards dietary supplements is changing - the emphasis on their therapeutic and prophylactic effect is increasing. The State Sanitary and Epidemiological Supervision notes that "the properties of dietary supplements can be divided into three proven actions:
removal of toxins from the body of heavy metals and foreign substances;
· increase of nonspecific resistance of an organism, strengthening of immune system of the person;
Correction of the deficiency of various microelements, which, taking into account our nutrition, only dietary supplements for food, if used correctly, can compensate.
It should be emphasized that the use of nutraceuticals is an effective form of primary and secondary prevention of most diseases and their complications, as well as complex treatment of such widespread chronic diseases as obesity, atherosclerosis, reduce the risk of developing cardiovascular diseases, immunodeficiency states, neoplasms, allows:
· it is quite easy and fast to eliminate the deficiency of natural nutrients found everywhere in the majority of the Russian population, both adults and children;
To the maximum extent possible, individualize the nutrition of a particular healthy person, depending on the needs, which differ significantly not only in gender, age, intensity of physical or mental stress, but also in connection with genetically determined features of the biochemical constitution, biorhythms, physiological state (pregnancy, lactation, emotional stress, overwork, etc.), as well as the environmental conditions of the habitat;
Satisfy as much as possible the altered physiological needs for nutrients of a sick or convalescent person, as well as, by the principle of metabolic shunting, bypass the links of the metabolic conveyor damaged by pathology;
· increase, by strengthening the elements of enzymatic protection of the cell, non-specific resistance of the body to the effects of adverse environmental factors and immunity, especially when living in ecologically unfavorable regions;
Strengthen and accelerate the binding and removal of foreign and toxic substances from the body;
· Directly change, by influencing the metabolic systems of xenobiotics, the metabolism of individual substances, in particular - toxicants.
An independent area of application of dietary supplements-nutraceuticals is therapeutic and functional nutrition. A special area of functional nutrition is sports nutrition.
Parapharmaceuticals, as a rule, are minor (that is, found in small quantities) food components - organic acids, bioflavonoids, glycosides, biogenic amines, regulatory peptides, oligosaccharides, a number of other components that provide regulation (weakening or strengthening) of the functional activity of organs within physiological boundaries and systems, as well as the effect of adaptation of the body to adverse conditions. These features make it possible to widely use parapharmaceuticals for adjuvant therapy of various diseases.
The daily dose of the parapharmaceutical (or, in the case of a composition, its active principle) should not exceed the single therapeutic dose determined when these substances are used as medicines. All plants that are part of parapharmaceuticals must be approved for use in the food industry or as a component of medicinal teas and collections in accordance with the requirements of the Ministry of Health of the Russian Federation (Methodological guidelines on the procedure for preclinical and clinical study of drugs of natural origin and homeopathic medicines, 1994).
The physiological level of the content of the active principles of many parapharmaceuticals in the cells and tissues of the body is not known, just as the physiological need for them in an adult healthy person is not known. Moreover, in a sufficiently large number of such dietary supplements, active components have not been identified at all (for example, extracts from complex complexes of food and medicinal plants, hydrobionts). In this regard, in some cases, it becomes necessary to assess their effect on the body as a whole and its individual systems and organs. The main methods for evaluating the effectiveness and safety of dietary supplements-parapharmaceuticals are reflected in the guidelines MUK 2.3.2.721-98 "Determining the safety and effectiveness of biologically active food supplements."
In many countries of the world, the complex issue of legal regulation of the dietary supplement market is resolved at the most serious legislative level.
There is a worldwide, global document - CODEX Alimentarius, "Food Code", which regulates many aspects of nutrition. It was adopted in 1962 as a result of joint efforts World Organization health and international organization on Food and Agriculture (FAO) and since then has been repeatedly revised and supplemented. This code highlights some issues related to the regulation of the production and circulation of dietary supplements.
Consider also the state of the dietary supplements market in Russia.
The Russian pharmaceutical market is one of the ten largest pharmaceutical markets in the world. At the end of 2012, Russia took 7th place. The volume of the Russian pharmaceutical market in 2012 amounted to 921 billion rubles. (including VAT) in final consumption prices, which is 12% more than in 2011. In terms of growth rates, Russia shows the third value. The Russian pharmaceutical market is import-oriented. 76% of drugs in monetary terms, which are consumed by the population, are produced abroad. Therefore, the first places in the ranking of manufacturers are occupied by foreign companies: SANOFIAVENTIS, NOVARTIS. On the third line is PHARMSTANDARD - the only domestic manufacturer in the TOP-20 leading players in the Russian pharmaceutical market.
In March 2013, pharmacies in Russia sold 3301 trade names of dietary supplements, which represent 605 manufacturers.
The graph below shows the volume dynamics of the commercial dietary supplement market in Russia from March 2012 to March 2013.
In March 2013, the capacity of the Russian dietary supplement market increased in value terms by 9.3% compared to February and amounted to 2.3 billion rubles. In physical units, the market increased by 11% and amounted to 29 million packs. It should be noted that for the second month in a row, the growth of the commercial dietary supplement market exceeded the growth of the commercial drug market.
Figure 8 - Dynamics of the Russian dietary supplements market 2012 - 2103
We give in the table below manufacturers - leaders of dietary supplements.
Table 1 - TOP-10 manufacturers of dietary supplements in terms of pharmacy sales (in value terms) in Russia in February - March 2013
|
Manufacturing firm |
Share in sales value, rub. |
Share in physical volume of sales, pack. % |
|
|||||||
|
February 2013 |
March 2013 |
|
February 2013 |
March 2013 |
February 2013 |
March 2013 |
||||
|
EVALAR CJSC |
||||||||||
|
RIA PANDA |
||||||||||
|
AKVION CJSC |
||||||||||
|
QUEISSER PHARMA GMBH & CO.KG |
||||||||||
|
DIOD JSC |
||||||||||
|
POLARIS LLC |
||||||||||
|
EKOMIR CJSC |
||||||||||
|
POLENS (M) SDN BHD |
||||||||||
|
|
||||||||||
Table 2 - TOP-20 trade names of dietary supplements in terms of pharmacy sales (in value terms) in Russia in February - March 2013
|
Trade name |
Manufacturer |
Share in sales value, RUB, % |
|
||||||
|
February 2013 |
March 2013 |
|
|
February 2013 |
March 2013 |
||||
|
SEALEX FORTE |
RIA PANDA |
||||||||
|
ALI CAPS |
RIA PANDA |
||||||||
|
PHYTOLAX |
EVALAR CJSC |
||||||||
|
REDUXIN LIGHT |
POLARIS LLC |
||||||||
|
TONGKAT ALI PLATINUM |
POLENS (M) SDN BHD |
||||||||
|
TURBOSLIM CLEANSING |
EVALAR CJSC |
||||||||
|
DOPPELHERZ ACTIVE OMEGA-3 |
QUEISSER PHARMA GMBH & CO.KG |
||||||||
|
EVALAR CJSC |
|||||||||
|
INDINOL CRUCUFLOWER EXTRACT |
MIRAKSBIOPHARMA CJSC |
||||||||
|
NORMOBACT |
MEDANA PHARMA TERPOL GROUP S.A. |
||||||||
|
MAXILAC |
GENEXO SP. Z.O.O. |
||||||||
|
EVALAR CJSC |
|||||||||
|
TURBOSLIM-NIGHT POWERFUL FORMULA |
EVALAR CJSC |
||||||||
|
SUPRADIN KIDS |
|||||||||
|
AKVION CJSC |
|||||||||
|
MOTHERWORT FORTE |
EVALAR CJSC |
||||||||
|
CUWAITE LUTEIIN |
D.R. MANN PHARMA |
||||||||
|
CHAMOMILE FLOWERS |
ALTAI-PHARM LLC |
||||||||
|
MERK SELBSTMEDIKATION (DR.REDDY"S PROMOTION) |
|||||||||
|
TURBOSLIM COFFEE |
EVALAR CJSC |
||||||||
|
|
|||||||||
Source: “Monthly retail audit of the Russian pharmaceutical market” by DSM Group.
The list of trade names of dietary supplements included in the Top-20 in March 2013 remained almost unchanged compared to February. BAD HEPATRIN (EVALAR) left the rating, TURBOSLIM COFFEE (EVALAR) became a “newcomer”.
The composition and position of brands in the top three trade names of dietary supplements in March 2013 did not change compared to February. Sealex Forte (RIA Panda) retained its leadership in the rating, it is worth noting that in March 2013 the market share of this dietary supplement almost did not change (despite sales growth by 8.9%). Pharmaceutical sales volumes of dietary supplements ALI CAPS increased by 4.8% over the month. Phytolax fixed on the 3rd line (in the first month of spring 2013, sales of this dietary supplement increased by 0.7%).
The largest increase in sales volumes among Top-20 dietary supplements was noted for REDUXIN LIGHT (+62.1% compared to February sales), TURBOSLIM-NIGHT REINFORCED FORMULA (+22.9%) and ALFAVIT (+22.2%) .
Pharmacy sales of INDINOL CRUSCOFLOWER EXTRACT (-5.4% over the month), SUPRADIN KIDS (-31.3%) and CHAMOMILE FLOWERS (-7.7%) decreased in March.
Having considered the essence and types, chemical content, properties and functions of dietary supplements, let us now turn to how the assortment of pharmacy organizations is formed and what methods and methods of formation and analysis of the assortment exist.
Planning and assortment formation are the most important business processes of most retail chains. Depending on the market sector, the organization of this process requires a different approach. In the event that most of the company's assortment does not have a pronounced seasonality, it is sufficient to determine the quantity of goods required for ordering based on sales for previous periods by averaging. However, if the assortment contains more than 30% (in terms of turnover) of seasonal goods and / or retail outlets of the network have significant differences among themselves (in terms of format, financial indicators, assortment, etc.), it is advisable to use more advanced methods of analysis.
The description of the method of analysis "in general" is quite a difficult task, because when implementing it, it is necessary to take into account the specifics of the industry. Therefore, it was decided to present a description of the optimization of the assortment formation process using the example of a pharmacy chain. Why was the pharmacy segment chosen as the basis? Firstly, because most pharmacy products are seasonal, therefore, subject to significant sales fluctuations; secondly, for half of the goods (in quantitative terms) demand is formed outside the market (prescription drugs are prescribed by a doctor); thirdly, within even one pharmacy chain there are a large number of different outlets (in terms of format, assortment, financial indicators, etc.). All these factors complicate the possibility of a "simple" optimization of the assortment formation process.
The current approaches to the analysis and formation of the assortment in large pharmacy chains can be reduced to two models:
) centralized, when the assortment of pharmacies included in the pharmacy network is formed at the central office, and on its basis stocks are made in the central warehouse of the pharmacy network;
) decentralized - the assortment is formed directly in pharmacies, inventory in the central warehouse of the pharmacy chain is compiled as a result of monitoring the sales dynamics of all pharmacies.
Each model has its positive and negative sides. With the centralized formation of the assortment and the implementation of the order through the warehouse of the pharmacy chain, the risks of defects in key positions are minimal. At the same time, such a system does not ensure the flexibility of the assortment and leads to a loss potential clients. In addition, the form of ordering and delivery of goods with this approach requires a lot of organization internal logistics.
The decentralized formation of the assortment ensures its flexibility and quick response to changes in consumer preferences, however, there remains a high proportion of the risk of a defect or overstocking of the pharmacy, as well as the likelihood of forming the wrong assortment.
An effective system for the formation and maintenance of the assortment should provide:
) the formation of a flexible and up-to-date assortment with minimal financial, labor and time costs;
) reducing financial costs and reducing the risks of financial losses associated with the formation of the "wrong" assortment (default or overstocking), negative influence human factor, loss of potential customers;
) controllability of the assortment policy due to the planning of the assortment;
) maintaining customer loyalty through the availability of necessary goods.
CHAPTER 2. GENERAL CHARACTERISTICS OF THE RESEARCH BASE
Pharmacy "Melody of Health" the city of Voronezh is part of the federal network of pharmacies with a similar name. On the this moment Melodiya Zdorovya pharmacy chain has more than 400 pharmacies in 45 regions of Russia.
The mission of the company is:
Health Melody is a federal pharmacy chain that:
Satisfies the needs of the country's inhabitants in medicines and goods that improve their health and quality of life.
Provides
The most demanded range
Compliance with quality standards
Promotion of modern achievements in pharmaceuticals
Develops open and mutually beneficial cooperation with partners
Based on the principles of reliability and professionalism in work
Pursuing Technology Leadership
Builds its development on the basis
Trust in employees and energy, initiative, responsibility of each of them
Focus on personal and professional growth
sincerity and friendliness
Honesty and fairness in relationships
Pharmacy "Melody of Health" is located at the address Voronezh, st. Tsiolkovsky, 125.
The number of staff - 4 people.
The management of the network of pharmacies "Melody of Health" is centralized according to the scheme - the head office - regional offices - pharmacy organizations.
In the pharmacy organization under consideration, the head of the pharmacy carries out the formation of the assortment and the order of medicines and dietary supplements, part of the assortment is formed centrally - through the representative office, the head makes recommendations on the inclusion of certain groups in the assortment.
At present, the sales of each pharmacy organization largely depend on how well its assortment is selected.
As mentioned above, research on the pharmaceutical market in Russia shows that sales of nutritional supplements exceed sales of medicines. Therefore, on how well the assortment of dietary supplements in a pharmacy organization is formed, its profitability will largely depend on it.
Therefore, the structure of the study, the purpose of which is to optimize the assortment of dietary supplements of a pharmacy organization in order to improve its activities, should be an analysis of the assortment by groups of dietary supplements, the study of consumer preferences and their impact on the assortment, the study of the opinion of employees and sales results as factors in the formation of the assortment.
Based on the foregoing, the following research methodology was built:
Analysis of the main economic indicators of the pharmacy organization. [based on sources 26 - 31]
Analysis of the position of a pharmacy organization in the pharmaceutical market of the city of Voronezh. [based on sources 32 - 35]
The analysis of external and internal factors affecting the competitiveness of a pharmacy organization is carried out.
Sales study of a pharmacy organization. [based on sources 36 - 39]
The study of sales volumes, the selection of assortment groups, the study of the seasonality of sales.
Analysis of the range of dietary supplements of a pharmacy organization. [based on sources 16 - 23]
Based on the results of the study, it is planned to develop recommendations for optimizing the range of dietary supplements in a pharmacy organization.
Research materials:
Financial statements pharmacy organization.
Pharmacy sales data.
range of nutritional supplement
CHAPTER 3. OUR RESEARCH RESULTS
Starting the analysis, let us designate which main dietary supplements are contained in the assortment of the pharmacy organization.
Also in the assortment there are drugs from such manufacturers as ArtLife, Altai Cedar, AKVION, LEOVIT nutrio, Parapharm, Balm, Vitaline, Baikal Herbs, Farmakor, Phytogalenica.
Let's present below the seasonal schedule of dietary supplements sales for 2013.
Figure 15 - Seasonal dietary supplement sales schedule for 2013
Thus, the highest sales in 2013 were recorded in May, September, October and December. Least Sales observed in February, August, November.
Let us turn to the analysis of the position of the pharmacy organization in the pharmaceutical market of the city of Voronezh.
The pharmacy organization is located in a fairly passable place, its consumers are approximately 57% of regular consumers living or working nearby, the rest are non-regular customers. The pharmacy is part of a pharmacy chain that is very well known in Russia and has a reliable reputation, which has a positive effect on the choice of the consumer of this particular pharmacy.
The sales of the pharmacy organization were analyzed above, without dividing into assortment groups, now let's consider the structure of the dietary supplement assortment.
We present the range of dietary supplements and calculate the indicators of the structure of the assortment of dietary supplements of a pharmacy organization in the table below.
Table 16 - The structure of the assortment of CJSC Melodiya Zdorovya for 2013.
|
Product group (according to dietary supplements) |
Number of product names pcs. |
Turnover by commodity group thousand rubles |
Share in turnover, % |
|
For the cardiovascular system |
|||
|
Tonic |
|||
|
soothing |
|||
|
Immuno-fortifying |
|||
|
For kids |
|||
|
Fortifying drugs |
|||
|
For weight loss |
|||
|
For the respiratory tract |
|||
|
Hepatoprotectors |
|||
|
Men's health products |
|||
|
100 (the current turnover of the Pharmacy organization in 2013 amounted to 56984 thousand rubles, therefore, dietary supplements occupy 18.22% in the total turnover) |
It can be seen from the table that the largest specific gravity general health-improving preparations (33%) make up the turnover. The smallest share in the turnover is made up of drugs for the gastrointestinal tract -1.5%, as well as hepatoprotectors - 2.8%
The assortment of dietary supplements of the pharmacy organization includes 1800 items.
In 2012 three checks were carried out by a higher organization (the pharmacy is part of the pharmacy chain), which showed that a certain number of goods provided by the assortment list are not on sale.
Let's calculate the indicator of sustainability of the assortment of dietary supplements of a pharmacy organization.
K y \u003d 1- ((12 + 5 + 14 + 10 + 5 + 13 + 21 + 11 + 6 + 9 + 21) / 1800 * 3) \u003d 0.79
The stability coefficient is 0.79%, while the average standard value of the coefficient is 0.9.
The purchase of goods is carried out for one assortment groups strictly periodically, for others - as necessary, based on the uneven demand for these goods, it is also possible to purchase dietary supplements "on order" with an advance payment made by the consumer. The purchase of goods is made on the basis of the data of the warehouse, where computer accounting of inventory items is maintained.
The information base allows you to quickly and accurately reflect the receipt and consumption of drugs in the program, which allows management to receive reliable information about the balance of drugs in the pharmacy and in the warehouse at any time and make decisions on purchases. Goods are purchased in relatively small batches, taking into account the expected volume of sales and the structure of customer demand.
The pharmacy organization purchases drugs, including dietary supplements, for subsequent retail sale from wholesalers, with the exception of the three main manufacturers of dietary supplements (Evalar, ArtLife and Vitaline). The purchase of goods from suppliers is carried out on the basis of sales contracts, which are concluded in a simple written form and certified by the signatures and seals of the parties. The subject of these agreements is the sale and purchase of goods, the parties are the Seller and the Buyer. Standard contract purchase and sale with suppliers for organizations of the Melodiya Zdorovya pharmacy chain contains the following main conditions - the moment of transfer of ownership of the goods to the Buyer, the purpose of purchasing the goods, the assortment, quantity, price of the goods and the payment procedure, the quality of the goods and delivery conditions, the term of the contract , as well as details of the parties. When determining the range, quantity and price of the purchased goods, the parties in the contracts refer to the price agreement protocols. Method and terms of payment: within 30 days from the date of receipt of the goods, however, advance payment is also possible. According to agreements with suppliers, delivery of goods is carried out at the expense of the supplier. In case of non-fulfillment or improper fulfillment of the terms of the contract, the parties are guided by the legislation of the Russian Federation. For each separate delivery under the contract, the assortment, quantity and price of the goods are agreed in the Protocol for agreeing the contract price for inventory items. This Protocol contains the name of the product, unit of measure, quantity, manufacturer's unit price, supplier's wholesale markup, sales price and cost without VAT. The release of goods is carried out according to consignment notes or waybills-ТТН-1/ТН-2, which additionally indicates the amount of VAT and the cost with VAT. Payment is carried out according to TTN/TN.
Table 18 - Dynamics of the volume of purchases of a pharmacy organization for 2011 - 2013 (thousand roubles.)
|
Suppliers |
2013 to 2010 % |
9 months 2011 |
9 months 2012 |
9 months 2013 |
2013 to 2011 % |
2013 to 2012 % |
||
|
|
|
|
|
|
|
|
|
|
|
Vitaline |
||||||||
|
Purchase of dietary supplements from other manufacturers wholesale suppliers |
||||||||
In 2012-2013, there was a slight increase in the activity of the enterprise - the volume of purchases increased by 6.19 million rubles. (6.32%) in 2012 compared to 2011. In 2013, the volume of purchases increased by 4.98%, and the overall growth compared to 2011 was 11.61%. The largest increase occurred in purchases from ArtLife: in 2012, purchases from this supplier increased by 19.21%, for the first nine months of 2013 by another 19.13%. Such growth is explained by more convenient and profitable work with this supplier, in comparison with others: a wide range of goods, rhythmic deliveries, price policy supplier.
Thus, the absence of violation of contractual obligations, both on the part of suppliers and on the part of the pharmacy organization, indicates a fairly effective work of the enterprise on the purchase of goods.
The main intention of buyers when visiting a pharmacy is to meet the demand for drugs, taking into account purchasing power. Ensuring the required and sustainable range of drugs and dietary supplements, reflecting the needs of customers, is considered a factor that is of paramount importance in trade services, which undoubtedly includes pharmacy organizations. Indicators of the purposeful formation of the range of goods are the coefficient of the stable state of the range, the growth of turnover and profit.
The uniformity of the development of the trade turnover of a trading enterprise can be analyzed in more depth using the data in the table below.
Analysis commercial activities pharmacy organization showed that the enterprise is well provided financially - technical base: the presence of its own retail and warehouse space, trade and technological equipment allow you to organize efficient work pharmacy organization. The enterprise management system has a linear-functional structure.
Let us now turn to the analysis of the range of dietary supplements based on ABC and XYZ - analysis of goods.
goods A - the most important positions of dietary supplements, bringing the first 50% of the result;
goods B - "medium" in importance, bringing another 30% of the result;
goods C - "problem" goods, bringing the remaining 20% of the result.
The analysis showed that group A includes dietary supplements for children - 16.5% of turnover, restorative - 33%, dietary supplements for weight loss - 19.9%, The fact that these dietary supplements fell into group A indicates customer satisfaction with these assortment groups.
CONCLUSION ON THE RESEARCH
One of the universal and widespread methods of assortment analysis is the ABC analysis method, which is proposed to be carried out by a pharmacy organization to determine the most priority position in the dietary supplement assortment, identify process outsiders and determine the basic assortment. The author ranked the assortment of the enterprise according to various parameters and, on the basis of which, recommendations were made to the management of the pharmacy organization on adjusting the assortment policy.
Thus, the analysis made it possible to put forward the following proposals for improving the range:
on commodity groups AH to switch to work with suppliers using the JIT (just in time) system. The average coefficient of variation for the group is 4.4%, therefore, the safety stock may not be 10%, as at present, but 5%, which will reduce the turnover in days by 10 days, freeing up 429,750 rubles. (15475000/360*10), which can be invested in the purchase of goods, increasing the turnover; however, it is necessary to define a backup supplier so that there is no interruption in goods.
CONCLUSIONS
Thus, among the criteria that determine the competitiveness of pharmacy organizations, the product is one of the leading ones, since it is it that is the means of the exchange process between the pharmacy organization and the buyer of pharmacy products. In this regard, the formation of a product range should be one of the priorities for both the manager and each pharmacy employee involved in the process of meeting consumer needs.
Answering the question - how much? - Pharmacy organization is faced with two conflicting requirements:
It must ensure the availability of stocks sufficient for sale.
She should avoid excess inventory that is needed but increases the risk of distraction. Money and write-offs.
The acceleration of turnover is one of the main factors (along with prices and costs) that directly affect the economic profitability of a pharmacy. The greatest difficulties in optimizing this parameter economic activity Pharmaceutical organizations are experiencing "manual" tracking of the amount of stocks, since the rest of the pharmacies are faced with only one problem - the need to deliberately increase the inventory of individual assortment items purchased as part of the tender.
To summarize, it would probably be fair to say that so far in practice we know more how to manage the assortment than actually manage it. And even the presence of one of the most important conditions for analytical procedures - automation of workplaces - does not lead to significant advantages in solving this problem. Probably, the motives for assortment management activities should also be added to the conditions.
At the same time, the proven rates of growth in the sale of dietary supplements in the Russian market make it possible to emphasize that the activities of Russian pharmacy organizations largely depend on the effectiveness of the formation and management of the assortment of dietary supplements.
The analysis made it possible to put forward the following proposals for improving the range:
in the group of dietary supplements for the gastrointestinal tract, expanding the range, working with private confectionery shops, an increase in turnover in the group by 5%;
for groups of dietary supplements "Soothing" and "Hepatoprotectors" to develop additional promotional activities: advertising, various promotions such as "buy two units of goods - the third is free", "product of the day", other types of discounts;
for product groups dietary supplements "Fortifying drugs" and "For weight loss" to develop promotions such as "product of the day", "product of the week", "free tasting" and other types of discounts for the purpose of support, which will help maintain an average growth rate of 4.83% (last year's average annual growth);
for AX product groups, switch to working with suppliers using the JIT system (just in time). The average coefficient of variation for the group is 4.4%, therefore, the safety stock may not be 10%, as at present, but 5%, which will reduce the turnover in days by 10 days, freeing up 429,750 rubles. (15475000/360*10), which can be invested in the purchase of goods, increasing the turnover; however, it is necessary to define a backup supplier so that there is no interruption in goods.
Thus, improving the commercial activity of a pharmacy organization in the field of dietary supplements sale based on assortment management is the most reliable way to overcome difficulties. In this direction, the author proposes four groups of measures to improve commercial activities:
The introduction of broader marketing activities in the commercial activities of the pharmacy organization.
Improving work with personnel.
Development of trade services taking into account the specifics of the pharmacy organization.
Increasing the efficiency of commercial activities based on ABC and XYZ -analysis of goods, as well as analysis of goods by parameters of influence, improvement of assortment management.
The proposed measures for all groups will increase the turnover by 4.5% and fulfill strategic goal, scheduled for 2010 - to win a 15% market share of the residential microdistrict, in whose territory the pharmacy organization is located.
LIST OF USED LITERATURE
1. Pilat T. L., Ivanov A. A. Biological additives to food. - M, 2012. - 710 p.
Gichev Yu. Yu., Gichev Yu. P. Guide to micronutrientology. The role and importance of biologically active food supplements. - M.: "Triada-X", 2009. - 264 p.
Guidelines MUK 2.3.2.721-98 "2.3.2 Determining the safety and effectiveness of biologically active food supplements"
Shustov E. Basic definitions of dietary supplements and normative regulation of the dietary supplement market in Russia and abroad // FARM-index. - No. 202. - 09.11.2005.
Trukhan D. Journey in the labyrinth of dietary supplements // Moscow Pharmacies. - No. 9 (153). - 2006.
BAD is good! // Around the world,. - No. 2 (2749). - 2010.
Volgarev M. N., Tutelyan V. A., Baturin A. K. // Dietary supplements - nutraceuticals and their use for preventive and therapeutic purposes in the most common diseases: III International Symposium. - Tyumen, 1997.
Knyazhev V. A. Sukhanov B. P., Tutelyan V. A. Proper nutrition. The supplements you need. - M.: Geotar medicine, 2008. - 208 p.
Pilat T. Features of the production of biologically active additives to food // Market for dietary supplements. - No. 1(1). - 2001.
Shustov, E. Classification of dietary supplements and functional food // FARM-index. - N 202. - 09.11.2005.
SPS Garant Plus.
12. Shustov E.B. Basic definitions of dietary supplements and normative regulation of the dietary supplement market. URL:
Tarusin D.P. State and development prospects of the market of biologically active food additives (BAA) // Problems modern economy. - №4. - 2010.
Tutelyan V.A.: Nutrition and health: biologically active food supplements. - Sat. 2nd Intern. symp. - M., 1996.
Shabrov A. V., Dadali V. A., Makarov V. G. Biochemical basis of action of food microcomponents. - M., 2008. - 166 p.
Grek P., Dunaev V. Two-factor ABC-analysis according to the method of P. V. Grek // Remedium. - 2007. - No. 5.
Madera A. G. Calculation of the value of the insurance stock // Integrated logistics. - 2006. - No. 3.
Lisovsky P. Managerial Perspectives assortment planning in a retail network // Handbook of an economist. - No. 7. - 2012.
Maksimova I.V. Ways to expand the pharmacy range. // Materials of the scientific program of the XI International Specialized Exhibition "Apteka - 2009" - Moscow - 2009
Maksimova I. ABC-analysis of the assortment in a pharmacy. // Pharmaceutical Review. - N 10 (37), October - 2004.
Gorshunova L.N., Tyurenkov I.N. The practice of managing the assortment of a pharmacy enterprise. // Economic Bulletin of Pharmacy. - 2009 - N 10.
Kobzar L.V. Assortment and assortment policy of a pharmacy institution. // New pharmacy. - 2008 - N 3.
Tarasevich V.N., Novikova N.V., Soloninina A.V., Odegova T.F. Legal justification for the formation of an assortment of goods in pharmacy organizations // Contemporary Issues science and education. - 2013. - No. 3
.
http://womanadvice.ru/preparaty-magniya#ixzz2wo7Yij55
Avrashkov L.Ya., Grafova G.F. On the question of the formation regulatory framework for assessing the financial and economic state of the enterprise // Auditor. - N 11. - November 2012.
Anisimova I. Audit of efficiency of use labor resources// Personnel officer. Personnel management. - N 3. - March 2010.
Badmaeva D.G. Comprehensive assessment financial and economic activities of enterprises: methods and indicators used // Auditorskie vedomosti. - N 8. - August 2010.
Volkova S.M. How to perform an analysis of the financial and economic activities of the organization? // Construction: accounting and taxation. - N 4. - April 2013.
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INTRODUCTION
2 Dietary supplements, their composition, functions and classifications
3 Regulatory framework for the presence of dietary supplements in the pharmaceutical market of the Russian Federation
INTRODUCTION
Relevance of the topic. In the system of market relations, the sustainable functioning of pharmacy organizations and their ability to fulfill their social mission primarily depend on the assortment offered for sale to the population in retail trade, which must meet the expectations and ideas of the target audience and be a key factor in the competitiveness of an economic entity.
However, maintaining and strengthening positions in the market in the conditions of its saturation, constant changes in the assortment, growing customer needs and increased competition both between retailers selling certain groups of parapharmaceutical products and pharmacy organizations force the latter to look for new opportunities for economic development in a competitive environment. One of these areas is the use of marketing in the process of updating, expanding and diversifying the range. The use of marketing tools in managing the range of goods allows pharmacy organizations, taking into account the needs and preferences of consumers, to form sustainable competitive advantages.
Of particular interest is the management of the range of biologically active additives - at present, the growth rate of sales of biologically active additives is increasing, however, the issues of managing their assortment are not always sufficiently developed and customer-oriented in pharmacy organizations.
The purpose of the study: analysis of the range of dietary supplements in the pharmacy organization "Melody of Health" (Voronezh).
Research objectives:
Conduct a literature review on the research questions.
Present the material and research methods.
Process and present the results of your own research.
Provide a conclusion on the study.
Summarize the results of the work and develop recommendations for the study.
CHAPTER 1. ROLE AND SIGNIFICANCE OF BIOLOGICALLY ACTIVE FOOD SUPPLEMENTS
1 Vitamin and mineral complexes as sources of natural substances necessary for the body
Complex nutrition includes a balanced diet of proteins, proteins, fats, minerals and other useful substances necessary for our body. In search of these “ingredients” for a healthy and therefore happy life, we first of all turn to food. In a deteriorating environmental situation, especially in large cities, food products lose their useful properties and cannot fully provide the entire set of necessary substances. According to official statistics, 64.1% of the citizens of our country do not follow the diet.
It is vitamin-mineral complexes that are the only source of natural substances necessary for the body, many of which the human body is not capable of synthesizing on its own. The key issue in this case is the individual's understanding of the value of his own health as a vital capital and the need for personal responsibility for it.
Biologically active additives (BAA), which are ambiguously perceived in Russia, can play a significant role in helping the population. It is clear that high-quality products of this kind can significantly improve human health and affect labor productivity.
1.2 Dietary supplements, their composition, functions and classifications
Biologically active additives (BAA) to food - compositions of biologically active substances intended for direct intake with food or introduction into the composition of food products.
For a person in ancient times, medicines were those substances and products that he ate. That is, the roots, fruits, bark, leaves and stems of plants, body parts and organs of various animals (including those that are generally considered inedible from a modern point of view), soil and minerals.
Information about the therapeutic and health-improving effect of nutrients has been preserved in ancient Eastern medicine (ancient Chinese, ancient Indian, Tibetan), which has come down to our days. The formulations of therapeutic and prophylactic drugs of that time have a very complex, multicomponent composition and a natural, natural origin. One of the consequences of this integrative process has been the widespread use of biologically active food supplements, which, as a rule, are derivatives of modern technologies.
Let us turn to what dietary supplements are in terms of their composition, functions and classification.
According to the definition of the Ministry of Health, food supplements containing biologically active ingredients (BAA), separated in 1994 from medicines into a separate group, are concentrates of biologically active substances. They are intended for direct intake or introduction into the composition of food products in order to enrich the human diet with individual biologically active substances or their complexes.
Classification of dietary supplements:
All currently existing dietary supplements are divided into three groups: nutraceuticals, parapharmaceuticals and eubiotics.
Nutraceuticals are biologically active food supplements used to correct its chemical composition.
Nutraceuticals include vitamins, vitamin-like substances, minerals, amino acids or peptide complexes, dietary fiber, etc.
Functions of nutraceuticals:
) cover quickly and easily the lack of vital nutrients;
) make it possible to adjust the individual diet for a particular person with no diseases, taking into account such factors as his work, gender, age, genetic factors, biorhythms, physiological characteristics (pregnancy or lactation period), environmental conditions, etc.;
) increase the body's resistance in humans by enhancing the enzymatic protection of cells to the influence of adverse environmental factors, especially in ecologically disadvantaged areas;
) purposefully change the metabolism in the body in order to maximally satisfy the needs for nutrients in a person with diseases;
) have immunomodulatory properties, enhance the excretion of toxic and foreign substances (radionuclides, various heavy metals) from the body.
Nutraceuticals are divided into the following groups of dietary supplements:
Herbal preparations (diet modifiers).
Basically, this group consists of drugs for weight loss. In their composition, you can find vitamins, amino acids, various trace elements. That is, in other words, their composition is not much different from multivitamins and complexes to support immunity. The effect of weight loss they suggest due to the overall improvement in health.
As an example, let's take the Mega Slim phytoactive complex, which is designed specifically for use in nutrition systems for weight loss (diets). According to the manufacturer - the Russian company "LEOVIT nutrio" - it combines the latest scientific developments in the field of nutrition and many years of medical experience. When it was created, modern concepts of safe and effective weight loss were used.
Figure 2 - Phytocomplex "Mega Slim"
Composed of:
vitamin premix (vitamins: C, PP, E, B5, B6, B2, B1, B9, H, B12)
L-carnitine, cinnamon, bromelain, guarana extract, zinc sulfate, corn silk extract, sodium selenite, magnesium sulfate, chromium picolinate.
Excipients: starch, talc, aerosil, calcium stearate
Shelf life: 2 years
Storage conditions: in a dry, dark place at room temperature.
Before use, you should consult with your doctor.
Action:
) Control of body weight. An increase or decrease in body weight is primarily associated with the individual characteristics of metabolism. Only by reducing fat mass, regulating carbohydrate metabolism and increasing protein absorption, you can achieve a result. Corn stigmas regulate metabolism, having a diuretic and choleretic effect, regulate appetite; Cinnamon increases the effectiveness of fat burning components; Bromelain helps the breakdown of protein foods and its absorption by the body; B vitamins are involved in the processes of fat, protein and carbohydrate metabolism.
) The effect of "fat burning"
The MegaSlim components are known for their lipotropic action - the ability to mobilize fat from their fat depots and accelerate its utilization. L-carnitine is a key factor in accelerating the "burning" of fats. It helps to reduce the accumulation of fat in tissues and reduce body weight by reducing the proportion of fat, turning it into energy. Deficiency in the diet of L-carnitine leads to a violation of fat metabolism; Zinc has a lipotropic effect, reducing the fat content in the liver, it is necessary for the synthesis of insulin; Vitamin E is involved in the processes of splitting and synthesis of fat; Vitamin PP takes part in energy metabolism.
Mineral substances (micro and macro elements).
1 Macronutrients (calcium, phosphorus, sulfur, potassium, sodium, magnesium).
Let's take Magne B6 FORTE as an example. This drug should be used in the presence of magnesium deficiency. It is not recommended to use it in case of kidney disease, as well as in the presence of allergies.
Figure 3 - "Magne B6 FORTE"
2 Trace elements (zinc, manganese, iron, chromium, selenium, copper, iodine, fluorine, cobalt).
As an example, let's take the drug Iodine-Active®.
Figure 4 - Iodine-Active®
Iodine in the composition of Iodine-active® is actively absorbed in case of iodine deficiency, and in case of excess, it is excreted from the body without entering the thyroid gland. This is due to the fact that iodine is split off from milk protein under the action of liver enzymes, which are produced when there is a lack of iodine. When there is enough iodine in the body, enzymes are not produced and Iodine-active® is excreted naturally, without being absorbed into the blood.
Iodine is part of the thyroid hormones involved in the regulation of metabolism (including proteins, fats and carbohydrates), the functioning of the nervous and cardiovascular systems, sex and mammary glands, affecting the growth and development of the child.
Contraindications: Individual intolerance to dietary supplement components.
Sources of minerals.
One of the most famous examples of this category is "Hematogen" (for example, the manufacturer is the republican unitary enterprise "Ekzon", Republic of Belarus). Group: BAA-sources of mineral substances Subgroup: BAA containing iron Recommended as: additional source of iron.
Sources of vitamins.
One of the best known examples of this category is VITAMIN C ascorbic acid. Manufacturer HEMOFARM A.D. Composition - ascorbic acid and excipients, depending on the form of release.
Multivitamin preparations (complex).
For example, Additive Multivitamins (Additiva Multivitamins). Composition: 1 Tropical fruit flavored effervescent tablet contains Vitamin B1 3.75mg, Vitamin B2 7mg, Vitamin B6 4.25mg, Vitamin B12 12.5mcg, Vitamin C 187.5mg, Vitamin E 30 mg, biotin 12.5 mcg, vitamin PP 37.5 mg, calcium D-pantothenate 25 mg, folic acid 0.5 mg; in tubes of 10 and 20 pieces, in a box 1 tube. Pharmacological action - multivitamin. Stimulates metabolic processes in the body.
Monovitamin preparations.
For example, Vitamin E manufacturer Zentiva / Slovakofarma, Slovakia. Composition: tocopherol acetate, depending on the dosage of the drug and excipients.
Figure 5 - Vitamin E manufacturer Zentiva / Slovakofarma
Sources of polyunsaturated fatty acids (PUFAs).
Example: Omeganol. It is a concentrated source of a number of substances that prevent the development of atherosclerosis: omega-3 and omega-6 polyunsaturated fatty acids, allicin and carotenoids of red palm oil.
Sources of ballast substances (dietary fiber).
Bran is an example. Dietary fiber, contained in LITO bran, perfectly stabilizes metabolism, removes radionuclides from the body, is a biosorbent of toxins, normalizes the function of the gastrointestinal tract, and provides a more complete absorption of nutrients. The intestinal microflora under the action of dietary fiber is ennobled, favorable conditions are formed for the development of beneficial bifidobacteria.
Each of the additives: fruits, vegetables or herbs, has different properties. So, bran "LITO" with seaweed is an invaluable source of iodine for humans, milk thistle in combination with bran provides protection for the liver, a product with carrots is recommended for the prevention of colds.
Parapharmaceuticals is a class of dietary supplements that are similar in appearance and action to drugs (tablets, capsules, tinctures, etc.). These can be preparations based on medicinal and food plants, bee products, seafood. Parapharmaceuticals have general health-improving, restorative properties, can be used for prevention and in the complex treatment of diseases. In their composition, as a rule, natural biologically active substances of mineral or vegetable origin.
Parapharmaceuticals include:
Organic and mineral substrates - mumiyo (mountain resin).
Waste products of bees and animals: plant and animal poisons, honey, bile, propolis (a resinous substance produced by bees to cover cracks in the hive), antlers (growing deer antlers).
Phyto teas and herbal preparations.
Plant extracts with a high content of physiologically active substances: eleutherococcus, ginseng, magnolia vine, golden root - radiola, seaweed.
The main goal of parapharmaceuticals is to activate and stimulate the work of individual organs and systems.
Classification of parapharmaceuticals:
Immunomodulators.
For example, Immunal. Pharmachologic effect. Immunal is a stimulator of nonspecific immunity. Echinacea purpurea juice, which is part of Immunal, contains active substances of a polysaccharide nature that stimulate bone marrow hematopoiesis, as a result of which the number of granulocytes increases by 34 - 89%, and also increase the activity of phagocytes and RES cells of the liver. Immunal has an antiviral effect (influenza and herpes viruses).
Adaptogens (increase the body's resistance to harmful environmental influences).
For example, Echinabene. The active substance is a liquid extract. Pharmachologic effect. Vegetable immunomodulator
origin. Stimulates predominantly cellular immunity. Increases the number of leukocytes, activates the ability of granulocytes to phagocytosis, promotes the release of cytokines. Indications. The drug is used to increase the body's resistance, for the prevention and treatment of colds, flu, infectious and inflammatory diseases of the nasopharynx and oral cavity.
3. Tonizers (have a tonic effect).
Lipid-lowering agents (reduce the level of "bad cholesterol" - LDL).
Regulators of systems and functions of the body.
For example, PLANTEX (PLANTEX). Ingredients: fruit extract of fennel fragrance with 16% essential oil, glucose, lactose. Plantex - a drug for the correction of digestive disorders in children. Fennel fruit and essential oil have a digestive and carminative effect. Stimulate digestion, increasing the secretion of gastric juice and peristalsis. The drug prevents gas formation in the intestines and enhances the release of gases and, thus, relieves spasms caused by intestinal flatulence.
Anorexigenic drugs - regulators of hunger.
For example, preparations containing fiber.
Parapharmaceuticals with natural enzymes.
Probiotics or eubiotics are dietary supplements that contain live microorganisms and / or their metabolites (their metabolic products), which have a normalizing effect on the biological activity and composition of the microflora of the gastrointestinal tract.
Types of Probiotics
Probiotics primarily improve the health of the gastrointestinal tract. Classical representatives of probiotics are lactic acid bacteria of the genus Lactobacillus and bifidobacteria, which are constantly present in the digestive tract. Microorganisms that occasionally occur in the human intestine are called transient:
cocci and lactic acid sticks;
gram-negative Escherichia coli and gram-positive bacteria Bacillus;
yeast Candida pintolepesii, Saccharomyces;
mushrooms, including higher ones - Cordiceps, Rizopus, Aspergillus.
Other classifications of dietary supplements are also possible.
According to the form of release, dietary supplements are classified as:
Dietary supplement food form of release: lollipops, marshmallows, jelly, grains, pastes, balms, teas, syrups, caramels, meal.
For example, E Tea.
Figure 6 - E Tea
Supplement E tea NSP contains burdock root (Arctium lappa), sheep sorrel (Rumex acetosella), American elm bark (Ulmus fulva) and Chinese rhubarb root (Rheum palmatum) (included instead of turkey rhubarb, which is currently almost not found. properties Chinese and turkey rhubarb are identical). All medicinal plants in the composition of the collection have an immunostimulating, restorative, tonic effect.
Action:
Strengthens the immune system
Removes waste and toxins
Has anti-inflammatory action
Helps normalize the function of the digestive system
Has a restorative, tonic effect
BAA in dosage form: capsules, tablets, pills, tinctures, extracts, powders, granules, collections, oils, infusions, dragees, effervescent tablets.
According to the sources of obtaining dietary supplements are divided into several groups, highlighting those created on the basis of:
proteins, amino acids and their complexes;
essential (irreplaceable by the body) lipids;
carbohydrates and sugars;
dietary fiber;
pure substances of macro- and micronutrients;
natural minerals and mumiyo;
food and medicinal plants, including flower pollen;
products of processing of meat and dairy raw materials, by-products, arthropods, amphibians, beekeeping products;
seafood;
probiotic microorganisms;
unicellular algae;
The Institute of Nutrition of the Russian Academy of Medical Sciences has developed a classification according to the effects on the body:
Nutraceuticals;
Antioxidants;
For weight control;
For example, the Turboslim line of drugs.
Stimulating the functional activity of individual organs and systems;
For example, Ginkgo Biloba. Means of plant origin. The action is due to the nature of its influence on the metabolic processes in cells, the rheological properties of blood and microcirculation, as well as on the vasomotor reactions of large blood vessels. Improves cerebral circulation and the supply of oxygen and glucose to the brain. It has a vasodilating effect, prevents platelet aggregation. Normalizes metabolic processes, has an antihypoxic effect on tissues. Prevents lipid peroxidation and the formation of free radicals in cell membranes. It has a pronounced anti-edema effect at the level of the brain and in peripheral tissues. In various pathological conditions, it prevents an increase in the proteolytic activity of serum. Indications - geriatrics with disorders of attention and / or memory, mental disorders, fear, dizziness, tinnitus, sleep disturbances, general malaise resulting from cerebrovascular disorders.
Contributing to the healing of bone injuries;
For example, Calcium D3Nycomed.
Sedative action;
For example, Persen.
Male (for the prevention of prostatitis, restoration of potency, etc.) and female (for the development of lactation, with menopause, etc.);
For example, Viagra, Leovit Lactagon.
Tonic;
Various preparations containing Eleutherococcus.
To maintain bowel function, digestion, bile secretion;
general strengthening;
Eubiotics. For example, Eubicor.
3. Regulatory framework for the presence of dietary supplements in the pharmaceutical market of the Russian Federation.
In accordance with paragraph 3 of Article 46 of the Federal Law N 184 "On Technical Regulation", from February 15, 2010, the Decree of the Government of the Russian Federation of December 1, 2009 N 982 "On approval of a single list of products subject to mandatory certification, and a single list of products, confirmation compliance with which is carried out in the form of a declaration of conformity”.
According to Part 3 of Article 20 of the Federal Law N184 "On Technical Regulation", the adoption of a declaration of conformity (declaration of conformity) is one of the forms of mandatory confirmation of the conformity of products or other objects to the requirements technical regulations, the provisions of standards, codes of practice or the terms of contracts.
In their activities, manufacturers inform their customers about the mandatory confirmation of conformity in the form of accepting a declaration for the serial production of their product range. Copies of declarations are accompanied by all shipped products.
The procedure for declaring the conformity of products is determined by Article 24 of the Federal Law of the Russian Federation of December 27, 2002 N 184-FZ "On Technical Regulation" (as amended on December 30, 2009) and approved by the Decree of the Government of the Russian Federation of September 7, 1999 N 766 " Procedure for adopting a declaration of conformity and its registration” (as amended on 01.12.2009). An applicant for a declaration of conformity may be a legal entity or an individual registered in the territory of the Russian Federation as individual entrepreneur.
Declaration of conformity - a document by which the manufacturer of goods or services confirms that the products manufactured by him or the services provided comply with the quality and safety requirements established for this product by the current standards and existing regulations.
Products and services that have a Declaration of Conformity have official proof of an appropriate level of quality and inspire consumer confidence.
The declaration of conformity has a validity period and a registration number containing the code of the accredited certification body and the serial number of the declaration itself. Products for which a declaration of conformity has been received is under the control of the territorial executive authorities of the Russian Federation as part of the supervision of the safety and quality of goods or services.
Decree of the Government of the Russian Federation No. 988 dated December 21, 2000 put into effect the "Regulations on State registration new food products, materials and products", in accordance with which the procedure for registration of food additives was determined, which meant organic acids and their derivatives used in the food industry, emulsifiers, flavors, acidity regulators, defoamers, antioxidants, dyes, flavor and odor enhancers, leavening agents, stabilizers, sweeteners, thickeners, complex and combined functional and technological food additives, biologically active food supplements (nutraceuticals, parapharmaceuticals, probiotics - item 8), as well as dietary (therapeutic and preventive) nutrition products (item 4). Thus, there was a regulatory separation of dietary supplements from the group of food additives, but their name retained the clarification "food additives".
The most important stage in the development of nutrition correction methods, including dietary supplements, was the Decree of the Government of the Russian Federation No. 917 in August 1998, which approved the "Concept of the state policy in the field of healthy nutrition of the population of the Russian Federation for the period up to 2005". According to this concept, the basis of the ongoing state policy is the development and implementation of integrated programs aimed at creating conditions that ensure the satisfaction of the needs of various groups of the population in a rational, healthy diet, taking into account their traditions, habits, economic situation and in accordance with the requirements of medical science. The adoption of this program was largely the result of the main violations in the nutritional status of the Russian population proven by many years of research by specialists from the Institute of Nutrition of the Russian Academy of Medical Sciences:
excessive consumption of animal fats
Excess consumption of sugar and salt
deficiency of polyunsaturated fatty acids
Deficiency of complete animal proteins
deficiency of most vitamins
deficiency of minerals - calcium, iron, magnesium, potassium, phosphorus
deficiency of trace elements - iodine, fluorine, selenium, zinc
Pronounced deficiency of dietary fiber (fiber) and starch.
Among the consequences of the identified violations of the nutritional status of the population of Russia can be attributed:
· a progressive increase in the number of adults with reduced body weight and young children with reduced anthropometric indicators;
Widespread of various forms of obesity (among people over 30 years old - in 55% of the population);
· frequent identification among the population of persons with a reduced immune status, various forms of immunodeficiency, reduced resistance to infections;
An increase in the frequency of such alimentary-dependent diseases as iron deficiency anemia, thyroid disease, caries, osteoporosis, arthritis;
· an increase in the proportion of people with high risk factors for coronary heart disease, hypertension, diabetes mellitus, cerebral atherosclerosis, and cancer.
One of the leading directions of state policy in the field of prevention of alimentary-dependent conditions and diseases is the expansion of the production of biologically active food supplements. "The concept of state policy in the field of healthy nutrition of the population of the Russian Federation for the period up to 2005" should be considered as the leading document that defines the position of the state in relation to dietary supplements as a group of food products and approves their legal status.
Sanitary and epidemiological rules and regulations SanPiN 2.3.2.1290-03 HYGIENIC REQUIREMENTS FOR THE ORGANIZATION OF PRODUCTION AND TRAFFIC OF BIOLOGICALLY ACTIVE FOOD SUPPLEMENTS (BAA) introduced in 2003 determine that dietary supplements are used as an additional source of food and biologically active substances, incl. h. products that have a tonic, mild diuretic, tonic, sedative and other types of action in various functional conditions, for
optimization of carbohydrate, fat, protein, vitamin and other types of metabolism in various functional states,
normalization and / or improvement of the functional state of organs and systems of the human body,
reducing the risk of disease
normalization of the microflora of the gastrointestinal tract,
as enterosorbents.
It is necessary to highlight the current trend towards mixing natural (primarily herbal) based medicines and dietary supplements. It is connected with the inability of the bulk of domestic manufacturers to resist the intervention of imported dietary supplements and medicines on the Russian market, as well as the lack of sufficient working capital for the vast majority of drug development enterprises for the normal promotion of their developments (on a natural basis) to the drug market. Moreover, today small enterprises predominate in the structure of Russian dietary supplements manufacturers. So, for example, structures producing and selling products worth more than $50,000 per month account for only 35% of the total number of manufacturers. Therefore, a more liberal approach to regulating the market of biologically active food supplements compared to the market of medicines prompted developers of natural-based medicines to use the possibility of registering their developments under a simplified scheme, as biologically active additives.
The official definition clearly reflects the legal status of dietary supplements as foods, not medicines:
Biologically active food supplements (nutraceuticals and parapharmaceuticals) are concentrates of natural or identical natural biologically active substances intended for direct intake or introduction into food products in order to enrich the human diet with individual biologically active substances or their complexes.
Biologically active food supplements (BAA) are obtained from plant, animal or mineral raw materials, as well as by chemical or biotechnological methods. These include enzyme and bacterial preparations (eubiotics), which have a regulatory effect on the microflora of the gastrointestinal tract.
In practice, its expanded interpretation has gradually developed, which already allows us to consider dietary supplements as health products. Moreover, many manufacturers of biologically active food supplements have gone even further, omitting the extremely important part of the term - "to food", and directly positioning them as medicines that provide the possibility of curing a fairly wide range of diseases. As a result of such a substitution of concepts, the conditions were prepared for the penetration of biologically active additives into the fundamentally close, but alien market for medicines.
After such manipulation, dietary supplement manufacturers got the opportunity to form in some part of consumers of their products the image of the drug not only improving the quality of life, but also restoring health. Thus, along with the possibility of forming a new need among the population of the country, based on the concept of improving the quality of life, dietary supplement manufacturers did not miss the opportunity to fully use the well-known need for restoring health.
Comparing the above definitions, one can see how the attitude towards dietary supplements is changing - the emphasis on their therapeutic and prophylactic effect is increasing. The State Sanitary and Epidemiological Supervision notes that "the properties of dietary supplements can be divided into three proven actions:
removal of toxins from the body of heavy metals and foreign substances;
· increase of nonspecific resistance of an organism, strengthening of immune system of the person;
Correction of the deficiency of various microelements, which, taking into account our nutrition, only dietary supplements for food, if used correctly, can compensate.
It should be emphasized that the use of nutraceuticals is an effective form of primary and secondary prevention of most diseases and their complications, as well as complex treatment of such widespread chronic diseases as obesity, atherosclerosis, reduce the risk of developing cardiovascular diseases, immunodeficiency states, neoplasms, allows:
· it is quite easy and fast to eliminate the deficiency of natural nutrients found everywhere in the majority of the Russian population, both adults and children;
To the maximum extent possible, individualize the nutrition of a particular healthy person, depending on the needs, which differ significantly not only in gender, age, intensity of physical or mental stress, but also in connection with genetically determined features of the biochemical constitution, biorhythms, physiological state (pregnancy, lactation, emotional stress, overwork, etc.), as well as the environmental conditions of the habitat;
Satisfy as much as possible the altered physiological needs for nutrients of a sick or convalescent person, as well as, by the principle of metabolic shunting, bypass the links of the metabolic conveyor damaged by pathology;
· increase, by strengthening the elements of enzymatic protection of the cell, non-specific resistance of the body to the effects of adverse environmental factors and immunity, especially when living in ecologically unfavorable regions;
Strengthen and accelerate the binding and removal of foreign and toxic substances from the body;
· Directly change, by influencing the metabolic systems of xenobiotics, the metabolism of individual substances, in particular - toxicants.
An independent area of application of dietary supplements-nutraceuticals is therapeutic and functional nutrition. A special area of functional nutrition is sports nutrition.
Parapharmaceuticals, as a rule, are minor (that is, found in small quantities) food components - organic acids, bioflavonoids, glycosides, biogenic amines, regulatory peptides, oligosaccharides, a number of other components that provide regulation (weakening or strengthening) of the functional activity of organs within physiological boundaries and systems, as well as the effect of adaptation of the body to adverse conditions. These features make it possible to widely use parapharmaceuticals for adjuvant therapy of various diseases.
The daily dose of the parapharmaceutical (or, in the case of a composition, its active principle) should not exceed the single therapeutic dose determined when these substances are used as medicines. All plants that are part of parapharmaceuticals must be approved for use in the food industry or as a component of medicinal teas and collections in accordance with the requirements of the Ministry of Health of the Russian Federation (Methodological guidelines on the procedure for preclinical and clinical study of drugs of natural origin and homeopathic medicines, 1994).
The physiological level of the content of the active principles of many parapharmaceuticals in the cells and tissues of the body is not known, just as the physiological need for them in an adult healthy person is not known. Moreover, in a sufficiently large number of such dietary supplements, active components have not been identified at all (for example, extracts from complex complexes of food and medicinal plants, hydrobionts). In this regard, in some cases, it becomes necessary to assess their effect on the body as a whole and its individual systems and organs. The main methods for evaluating the effectiveness and safety of dietary supplements-parapharmaceuticals are reflected in the guidelines MUK 2.3.2.721-98 "Determining the safety and effectiveness of biologically active food supplements."
In many countries of the world, the complex issue of legal regulation of the dietary supplement market is resolved at the most serious legislative level.
There is a worldwide, global document - CODEX Alimentarius, "Food Code", which regulates many aspects of nutrition. It was adopted in 1962 as a result of the combined efforts of the World Health Organization and the International Food and Agriculture Organization (FAO) and has since been revised and supplemented several times. This code highlights some issues related to the regulation of the production and circulation of dietary supplements.
Consider also the state of the dietary supplements market in Russia.
The Russian pharmaceutical market is one of the ten largest pharmaceutical markets in the world. At the end of 2012, Russia took 7th place. The volume of the Russian pharmaceutical market in 2012 amounted to 921 billion rubles. (including VAT) in final consumption prices, which is 12% more than in 2011. In terms of growth rates, Russia shows the third value. The Russian pharmaceutical market is import-oriented. 76% of drugs in monetary terms, which are consumed by the population, are produced abroad. Therefore, the first places in the ranking of manufacturers are occupied by foreign companies: SANOFIAVENTIS, NOVARTIS. On the third line is PHARMSTANDARD - the only domestic manufacturer in the TOP-20 leading players in the Russian pharmaceutical market.
In March 2013, pharmacies in Russia sold 3301 trade names of dietary supplements, which represent 605 manufacturers.
The graph below shows the volume dynamics of the commercial dietary supplement market in Russia from March 2012 to March 2013.
In March 2013, the capacity of the Russian dietary supplement market increased in value terms by 9.3% compared to February and amounted to 2.3 billion rubles. In physical units, the market increased by 11% and amounted to 29 million packs. It should be noted that for the second month in a row, the growth of the commercial dietary supplement market exceeded the growth of the commercial drug market.
Figure 8 - Dynamics of the Russian dietary supplements market 2012 - 2103
We give in the table below manufacturers - leaders of dietary supplements.
Table 1 - TOP-10 manufacturers of dietary supplements in terms of pharmacy sales (in value terms) in Russia in February - March 2013
RatingManufacturer Share in value sales volume, rub. Share in physical sales volume, pack. % February 2013 March 2013 February 2013 March 2013 February 2013 March 201311EVALAR ZAO20.41%19.86%14.93%13.71%22RIA PANDA8.82%8.60 %1.94%1.83%33AKVION ZAO4.19%4.51%1.87%1.91%44PHARMA-MED INC3.53%3.17%0.71%0.63%55QUEISSER PHARMA GMBH & CO .KG2.55%2.83%0.98%1.04%86DIOD OJSC2.13%2.44%1.33%1.36%67FERROSAN AG2.47%2.29%0.64%0.58 %158POLARIS LLC1.42%2.12%0.16%0.32%99EKOMIR ZAO2.08%2.05%0.73%0.71%710POLENS (M) SDN BHD2.19%2.02%0, 17%0.16%Total: 49.79%49.90%23.46%22.26% Source:
Table 2 - TOP-20 trade names of dietary supplements in terms of pharmacy sales (in value terms) in Russia in February - March 2013
RatingTrade nameManufacturerShare in sales value, rub.,% February 2013 March 2013 February 2013 March 2013 71%2.50%54REDUKSIN LIGHTPOLARIS LLC1.37%2.04%45TONGKAT ALI PLATINUMPOLENS (M) SDN BHD2.02%1.90%66TURBOSLIM CLEANINGEVALAR CJSC1.27%1.29%107DOPPELGERTZ ACTIVE OMEGA-3QUEISSER PHARMA GMBH & CO .KG1.10%1.17%98OVESOLEVALAR CJSC1.13%1.13%89INDINOL CRUSCOFLOWER EXTRACTMIRAKSBIOPHARMA CJSC1.17%1.01%1210NORMOBAKTMEDANA PHARMA TERPOL GROUP S.A.0.94%0.96%1111MAXILAKGENEXO SP. Z.O.O0.94%0.89%1312CI-CLIMEVALAR CJSC0.94%0.87%1813TURBOSLIM-NIGHT STRENGTHENED FORMULAEVALAR CJSC0.75%0.84%714SUPRADIN KIDSAMAPHARM1.25%0.79%2015ALFAVITAQUION CJSC0.70%0.78 %1416 MOTHERWORT FORTEEVALAR CJSC0.93%0.77%1717OKUVAYT LUTEINDR. MANN PHARMA0.82%0.76%1518CHAMOMILE FLOWER FLOWER 0.87%0.74%1919BION 3MERK SELBSTMEDIKATION (DR.REDDY"S PROMOTION)0.70%0.73%2120TURBOSLIM COFFEEVALAR CJSC0.68%0, 72%Total: 27.22% 26.66% Source: Monthly retail audit of the Russian pharmaceutical market by DSM Group.
The list of trade names of dietary supplements included in the Top-20 in March 2013 remained almost unchanged compared to February. Left the rating BAD HEPATRIN (EVALAR), newbie became TURBOSLIM COFFEE (EVALAR).
The composition and position of brands in the top three trade names of dietary supplements in March 2013 did not change compared to February. Sealex Forte (RIA Panda) retained its leadership in the rating, it is worth noting that in March 2013 the market share of this dietary supplement almost did not change (despite sales growth by 8.9%). Pharmaceutical sales volumes of dietary supplements ALI CAPS increased by 4.8% over the month. Phytolax fixed on the 3rd line (in the first month of spring 2013, sales of this dietary supplement increased by 0.7%).
The largest increase in sales volumes among Top-20 dietary supplements was noted for REDUXIN LIGHT (+62.1% compared to February sales), TURBOSLIM-NIGHT REINFORCED FORMULA (+22.9%) and ALFAVIT (+22.2%) .
Pharmacy sales of INDINOL CRUSCOFLOWER EXTRACT (-5.4% over the month), SUPRADIN KIDS (-31.3%) and CHAMOMILE FLOWERS (-7.7%) decreased in March.
Having considered the essence and types, chemical content, properties and functions of dietary supplements, let us now turn to how the assortment of pharmacy organizations is formed and what methods and methods of formation and analysis of the assortment exist.
Planning and assortment formation are the most important business processes of most retail chains. Depending on the market sector, the organization of this process requires a different approach. In the event that most of the company's assortment does not have a pronounced seasonality, it is sufficient to determine the quantity of goods required for ordering based on sales for previous periods by averaging. However, if the assortment contains more than 30% (in terms of turnover) of seasonal goods and / or retail outlets of the network have significant differences among themselves (in terms of format, financial indicators, assortment, etc.), it is advisable to use more advanced analysis methods.
The description of the method of analysis "in general" is quite a difficult task, because when implementing it, it is necessary to take into account the specifics of the industry. Therefore, it was decided to present a description of the optimization of the assortment formation process using the example of a pharmacy chain. Why was the pharmacy segment chosen as the basis? Firstly, because most pharmacy products are seasonal, therefore, subject to significant sales fluctuations; secondly, for half of the goods (in quantitative terms) demand is formed outside the market (prescription drugs are prescribed by a doctor); thirdly, within even one pharmacy chain there are a large number of different outlets (in terms of format, assortment, financial indicators, etc.). All these factors complicate the possibility of a "simple" optimization of the assortment formation process.
The current approaches to the analysis and formation of the assortment in large pharmacy chains can be reduced to two models:
) centralized, when the assortment of pharmacies included in the pharmacy network is formed at the central office, and on its basis stocks are made in the central warehouse of the pharmacy network;
) decentralized - the assortment is formed directly in pharmacies, inventory in the central warehouse of the pharmacy chain is compiled as a result of monitoring the sales dynamics of all pharmacies.
Each model has its positive and negative sides. With the centralized formation of the assortment and the implementation of the order through the warehouse of the pharmacy chain, the risks of defects in key positions are minimal. At the same time, such a system does not ensure the flexibility of the assortment and leads to the loss of potential customers. In addition, the form of ordering and delivery of goods with this approach requires a lot of expenses for organizing internal logistics.
The decentralized formation of the assortment ensures its flexibility and quick response to changes in consumer preferences, however, there remains a high proportion of the risk of a defect or overstocking of the pharmacy, as well as the likelihood of forming the wrong assortment.
An effective system for the formation and maintenance of the assortment should provide:
) the formation of a flexible and up-to-date assortment with minimal financial, labor and time costs;
) reducing financial costs and reducing the risks of financial losses associated with the formation of the "wrong" assortment (default or overstocking), the negative impact of the human factor, the loss of potential customers;
) controllability of the assortment policy due to the planning of the assortment;
) maintaining customer loyalty through the availability of necessary goods.
CHAPTER 2. GENERAL CHARACTERISTICS OF THE RESEARCH BASE
Pharmacy "Melody of Health" the city of Voronezh is part of the federal network of pharmacies with a similar name. At the moment, the Melodiya Zdorovya pharmacy chain has more than 400 pharmacies in 45 regions of Russia.
The mission of the company is:
Health Melody is a federal pharmacy chain that:
Satisfies the needs of the country's inhabitants in medicines and goods that improve their health and quality of life.
Provides
the most demanded assortment
compliance with quality standards
promotion of modern achievements in pharmaceuticals
Develops open and mutually beneficial cooperation with partners
on the principles of reliability and professionalism in work
striving for technological leadership
Builds its development on the basis
trust in employees and energy, initiative, responsibility of each of them
focus on personal and professional growth
sincerity and friendliness
honesty and fairness in relationships
Pharmacy "Melody of Health" is located at the address Voronezh, st. Tsiolkovsky, 125.
The number of staff - 4 people.
The management of the network of pharmacies "Melody of Health" is centralized according to the scheme - the head office - regional offices - pharmacy organizations.
In the pharmacy organization under consideration, the head of the pharmacy carries out the formation of the assortment and the order of medicines and dietary supplements, part of the assortment is formed centrally - through the representative office, the head makes recommendations on the inclusion of certain groups in the assortment.
At present, the sales of each pharmacy organization largely depend on how well its assortment is selected.
As mentioned above, research on the pharmaceutical market in Russia shows that sales of nutritional supplements exceed sales of medicines. Therefore, on how well the assortment of dietary supplements in a pharmacy organization is formed, its profitability will largely depend on it.
Therefore, the structure of the study, the purpose of which is to optimize the assortment of dietary supplements of a pharmacy organization in order to improve its activities, should be an analysis of the assortment by groups of dietary supplements, the study of consumer preferences and their impact on the assortment, the study of the opinion of employees and sales results as factors in the formation of the assortment.
Based on the foregoing, the following research methodology was built:
Analysis of the main economic indicators of the pharmacy organization. [based on sources 26 - 31]
Analysis of the position of a pharmacy organization in the pharmaceutical market of the city of Voronezh. [based on sources 32 - 35]
The analysis of external and internal factors affecting the competitiveness of a pharmacy organization is carried out.
Sales study of a pharmacy organization. [based on sources 36 - 39]
The study of sales volumes, the selection of assortment groups, the study of the seasonality of sales.
Analysis of the range of dietary supplements of a pharmacy organization. [based on sources 16 - 23]
Based on the results of the study, it is planned to develop recommendations for optimizing the range of dietary supplements in a pharmacy organization.
Research materials:
Accounting statements of a pharmacy organization.
Pharmacy sales data.
range of nutritional supplement
CHAPTER 3. OUR RESEARCH RESULTS
Starting the analysis, let us designate which main dietary supplements are contained in the assortment of the pharmacy organization.
Also in the assortment there are drugs from such manufacturers as ArtLife, Altai Cedar, AKVION, LEOVIT nutrio, Parapharm, Balm, Vitaline, Baikal Herbs, Farmakor, Phytogalenica.
Let's present below the seasonal schedule of dietary supplements sales for 2013.
Figure 15 - Seasonal dietary supplement sales schedule for 2013
Thus, the highest sales in 2013 were recorded in May, September, October and December. The smallest sales were observed in February, August, November.
Let us turn to the analysis of the position of the pharmacy organization in the pharmaceutical market of the city of Voronezh.
The pharmacy organization is located in a fairly passable place, its consumers are approximately 57% of regular consumers living or working nearby, the rest are non-regular customers. The pharmacy is part of a pharmacy chain that is very well known in Russia and has a reliable reputation, which has a positive effect on the choice of the consumer of this particular pharmacy.
The sales of the pharmacy organization were analyzed above, without dividing into assortment groups, now let's consider the structure of the dietary supplement assortment.
We present the range of dietary supplements and calculate the indicators of the structure of the assortment of dietary supplements of a pharmacy organization in the table below.
Table 16 - The structure of the assortment of CJSC Melodiya Zdorovya for 2013.
Commodity group (according to the direction of dietary supplements) Number of product items pcs. Turnover by commodity group thousand rubles. Доля в обороте, %Для ЖКТ521601,5Для сердечно-сосудистой системы984204,1Тонизирующие5203603,5Успокаивающие227006,7Иммуноукрепляющие973703,6Для детей78171016,5Общеукрепляющие препараты362343033,0Для похудения360207019,9Для дыхательных путей764404,2Гепатопротекторы342902,8Средства для здоровья мужчин1014304,2Всего:180010380100 (текущий оборот Аптечной организации в 2013 year amounted to 56984 thousand rubles, therefore, dietary supplements occupy 18.22% in the total turnover
The table shows that the largest share in the turnover is fortifying drugs (33%). The smallest share in the turnover is made up of drugs for the gastrointestinal tract -1.5%, as well as hepatoprotectors - 2.8%
The assortment of dietary supplements of the pharmacy organization includes 1800 items.
In 2012 three checks were carried out by a higher organization (the pharmacy is part of the pharmacy chain), which showed that a certain number of goods provided by the assortment list are not on sale.
Let's calculate the indicator of sustainability of the assortment of dietary supplements of a pharmacy organization.
K y \u003d 1- ((12 + 5 + 14 + 10 + 5 + 13 + 21 + 11 + 6 + 9 + 21) / 1800 * 3) \u003d 0.79
The stability coefficient is 0.79%, while the average standard value of the coefficient is 0.9.
The purchase of goods is carried out for one assortment groups strictly periodically, for others - as necessary, based on the uneven demand for these goods, it is also possible to purchase dietary supplements "on order" with an advance payment made by the consumer. The purchase of goods is made on the basis of the data of the warehouse, where computer accounting of inventory items is maintained.
The information base allows you to quickly and accurately reflect the receipt and consumption of drugs in the program, which allows management to receive reliable information about the balance of drugs in the pharmacy and in the warehouse at any time and make decisions on purchases. Goods are purchased in relatively small batches, taking into account the expected volume of sales and the structure of customer demand.
The pharmacy organization purchases drugs, including dietary supplements, for subsequent retail sale from wholesalers, with the exception of the three main manufacturers of dietary supplements (Evalar, ArtLife and Vitaline). The purchase of goods from suppliers is carried out on the basis of sales contracts, which are concluded in a simple written form and certified by the signatures and seals of the parties. The subject of these agreements is the sale and purchase of goods, the parties are the Seller and the Buyer. A standard sale and purchase agreement with suppliers for organizations of the Melodiya Zdorovya pharmacy chain contains the following main conditions - the moment of transfer of ownership of the goods to the Buyer, the purpose of purchasing the goods, the assortment, quantity, price of the goods and the payment procedure, the quality of the goods and delivery conditions, the term the validity of the contract, as well as details of the parties. When determining the range, quantity and price of the purchased goods, the parties in the contracts refer to the price agreement protocols. Method and terms of payment: within 30 days from the date of receipt of the goods, however, advance payment is also possible. According to agreements with suppliers, delivery of goods is carried out at the expense of the supplier. In case of non-fulfillment or improper fulfillment of the terms of the contract, the parties are guided by the legislation of the Russian Federation. For each separate delivery under the contract, the assortment, quantity and price of the goods are agreed in the Protocol for agreeing the contract price for inventory items. This Protocol contains the name of the product, unit of measure, quantity, manufacturer's unit price, supplier's wholesale markup, sales price and cost without VAT. The release of goods is carried out according to consignment notes or waybills-ТТН-1/ТН-2, which additionally indicates the amount of VAT and the cost with VAT. Payment is carried out according to TTN/TN.
Table 18 - Dynamics of the volume of purchases of a pharmacy organization for 2011 - 2013 (thousand roubles.)
Поставщики2011г2012г2013г к 2010 г %9 месяцев 2011г9 месяцев 2012г9 месяцев2013г2013г к 2011 г %2013г к 2012 г %Эвалар37,237,5100,727,928,123,082,281,6Виталайн25,525,098,119,118,821,3111,6113,7Закупки БАД других производителей у оптовых поставщиков32,338,5119,224,328,934, 4142.0119.1ArtLife2.93.1106.32.22.33.3148.8140.0Total98.0104.2106.373.578.182.0111.6105.0
In 2012-2013, there was a slight increase in the activity of the enterprise - the volume of purchases increased by 6.19 million rubles. (6.32%) in 2012 compared to 2011. In 2013, the volume of purchases increased by 4.98%, and the overall growth compared to 2011 was 11.61%. The largest increase occurred in purchases from ArtLife: in 2012, purchases from this supplier increased by 19.21%, for the first nine months of 2013 by another 19.13%. Such growth is explained by more convenient and profitable work with this supplier, compared to others: a wide range of goods, rhythmic deliveries, the supplier's pricing policy.
Thus, the absence of violation of contractual obligations, both on the part of suppliers and on the part of the pharmacy organization, indicates a fairly effective work of the enterprise on the purchase of goods.
The main intention of buyers when visiting a pharmacy is to meet the demand for drugs, taking into account purchasing power. Ensuring the required and sustainable range of drugs and dietary supplements, reflecting the needs of customers, is considered a factor that is of paramount importance in trade services, which undoubtedly includes pharmacy organizations. Indicators of the purposeful formation of the range of goods are the coefficient of the stable state of the range, the growth of turnover and profit.
Uniform development of trade turnover commercial enterprise can be analyzed in more depth using the data in the table below.
An analysis of the commercial activities of a pharmacy organization showed that the enterprise is well provided with a material and technical base: the presence of its own trading and storage space, trade and technological equipment allows organizing the effective work of a pharmacy organization. The enterprise management system has a linear-functional structure.
Let us now turn to the analysis of the range of dietary supplements based on ABC and XYZ - analysis of goods.
goods A - the most important positions of dietary supplements, bringing the first 50% of the result;
goods B - "medium" in importance, bringing another 30% of the result;
goods C - "problem" goods, bringing the remaining 20% of the result.
The analysis showed that group A includes dietary supplements for children - 16.5% of turnover, restorative - 33%, dietary supplements for weight loss - 19.9%, The fact that these dietary supplements fell into group A indicates customer satisfaction with these assortment groups.
CONCLUSION ON THE RESEARCH
One of the universal and widespread methods of assortment analysis is the ABC analysis method, which is proposed to be carried out by a pharmacy organization to determine the most priority position in the dietary supplement assortment, identify process outsiders and determine the basic assortment. The author ranked the assortment of the enterprise according to various parameters and, on the basis of which, recommendations were made to the management of the pharmacy organization on adjusting the assortment policy.
Thus, the analysis made it possible to put forward the following proposals for improving the range:
Thus, among the criteria that determine the competitiveness of pharmacy organizations, the product is one of the leading ones, since it is it that is the means of the exchange process between the pharmacy organization and the buyer of pharmacy products. In this regard, the formation of a product range should be one of the priorities for both the manager and each pharmacy employee involved in the process of meeting consumer needs.
Answering the question - how much? - Pharmacy organization is faced with two conflicting requirements:
It must ensure the availability of stocks sufficient for sale.
It should avoid excess inventory that is needed but increases the risk of diverting cash and write-offs.
The acceleration of turnover is one of the main factors (along with prices and costs) that directly affect the economic profitability of a pharmacy. The greatest difficulties in optimizing this parameter of economic activity are experienced by pharmacy organizations with "manual" tracking of the amount of stocks, since the rest of the pharmacies are faced with only one problem - the need to deliberately increase inventory for certain assortment items purchased as part of a tender.
To summarize, it would probably be fair to say that so far in practice we know more how to manage the assortment than actually manage it. And even the presence of one of the most important conditions for analytical procedures - automation of workplaces - does not lead to significant advantages in solving this problem. Probably, the motives for assortment management activities should also be added to the conditions.
At the same time, the proven rates of growth in the sale of dietary supplements in the Russian market make it possible to emphasize that the activities of Russian pharmacy organizations largely depend on the effectiveness of the formation and management of the assortment of dietary supplements.
The analysis made it possible to put forward the following proposals for improving the range:
in the group of dietary supplements for the gastrointestinal tract, expanding the range, working with private confectionery shops, increasing the turnover in the group by 5%;
for groups of dietary supplements "Soothing" and "Hepatoprotectors" to develop additional promotional activities: advertising, various promotions such as "buy two units of goods - the third is free", "product of the day", other types of discounts;
for product groups of dietary supplements "General strengthening drugs" and "For weight loss" to develop promotions such as "product of the day", "product of the week", "free tasting" and other types of discounts in order to support, which will maintain an average growth rate of 4.83% ( last year's average annual growth);
for AX product groups, switch to working with suppliers using the JIT system (just in time). The average coefficient of variation for the group is 4.4%, therefore, the safety stock may not be 10%, as at present, but 5%, which will reduce the turnover in days by 10 days, freeing up 429,750 rubles. (15475000/360*10), which can be invested in the purchase of goods, increasing the turnover; however, it is necessary to define a backup supplier so that there is no interruption in goods.
Thus, improving the commercial activity of a pharmacy organization in the field of dietary supplements sale based on assortment management is the most reliable way to overcome difficulties. In this direction, the author proposes four groups of measures to improve commercial activities:
Implementation of a wider marketing activities in the commercial activities of a pharmacy organization.
Improving work with personnel.
Development of trade services taking into account the specifics of the pharmacy organization.
Increasing the efficiency of commercial activities based on ABC and XYZ -analysis of goods, as well as analysis of goods by parameters of influence, improvement of assortment management.
The proposed measures for all the group will increase the turnover by 4.5% and fulfill the strategic goal set for 2010 - to win a 15% market share of the residential microdistrict, on the territory of which the pharmacy organization is located.
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Tags: Analysis of the range of dietary supplements in the pharmacy organization "Melody of Health" (Voronezh) Diploma Marketing