Yza Pharmacy opens its first branch in 1961 with the clear vision of bringing quality medicines at the Yucatecan society. During the years it has become the largest chain of pharmacies and with greater number of branches in the southeast of the country.
In the year of 2011 " Farmacias del Ahorro" arrives to Mérida and the market is divided, subtracting market participation to local pharmacies.
Due to circumstances, Yza decides to implement multiple campaigns to increase its positioning through communication based on offers. Lots of the publicity that was made between 2010 and 2011 intended to position Yza as an economic pharmacy that not only cared about the health of their customers, also their pockets, however, the results were not as expected.
In 2012, with the support of other Advertising Agency called "corcholata", we perform an integral change in business strategy for this chain of pharmacies. Instead of making a campaign of offers we decided to realize a study to understand the needs of the market know the perception of the brand and analyze the competition.
The results were overwhelming; Yza was considered one of the most expensive pharmacies in the market because in previous years prices had increased, however, although this was already corrected, people had stopped buying in pharmacies and "Farmacias del Ahorro" had positioned quickly as number one because his name helped to position the brand as "accessible" to consumers, displacing Yza from that position and leaving it in third place in the consumption preferences.
After analyzing the results, we propose a new look for the brand with the goal of returning to convince their customers that Yza had changed and that their prices were the lowest, since the change of identity would be considered as interior and exterior renovation business.
After implementing the new marketing strategy, Yza pharmacies returned to position the first option and managed to open many more branches, coming later this year to inaugurate the branch number 300. The growth of the business exceeded all expectations and the return of the investment was justified to 100%.
