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1
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· Posted on
February 21, 2024

Sigma Healthcare wants to bring it to the big dogs... so watch out Chemist Warehouse and Priceline

To win market share, Sigma’s knows it needs to differentiate its Amcal and Discount Drug Store brands from the big dogs.

What's the key learning?

  • Pharmacies like Chemist Warehouse and Priceline boomed during the pandemic peak, while Sigma's is also now focusing its efforts on its retail business rather than the wholesale arm.
  • Sigma is now all about holistic healthcare and experienced staff because it knows it needs to differentiate its Amcal and Discount Drug Store brands from the big dogs.
  • Brand differentiation helps a brand stand out from its competitors and establish its own unique identity in the market.

👉 Background: Sigma Healthcare is an ASX-listed company with a focus on the pharmacy industry. Think: wholesale and distribution of pharmacy products as well as its own pharmacies like Amcal and Discount Drug Store.

👉 What happened: During the peak of the pandemic, we saw pharmacies like Chemist Warehouse and Priceline boom. And while Amcal also saw success in wholesaling, it is now focusing its efforts on driving its retail business (rather than the wholesale arm).

👉 What else: To win market share, Sigma’s knows it needs to differentiate its Amcal and Discount Drug Store brands from the big dogs - so now, it's all about holistic healthcare and experienced staff.

What's the key learning?

💡To stand out in a crowded market, you need to find your own niche. Brand differentiation helps a brand stand out from its competitors and establish its own unique identity in the market.

💡In Australia, Chemist Warehouse and Priceline have already locked in their market positions as the largest players.

💡So Sigma is hoping it can become the go to destination for Aussies seeking holistic, natural health… and also expert and reliable staff.

‍

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