• About Tom Dougherty

    Tom Dougherty CEO, Stealing Share

    Tom Dougherty is the President and CEO of Stealing Share, Inc., and has helped national and global brands such as Lexus, IKEA and Tide steal market share over his 25-year career.

    An often-quoted source on business and brands, he has been featured recently by the New York Times and CNN, discussing topics ranging from television to Apple to airlines.

    Tom also regularly speaks at conferences as a keynote and break-out speaker. To find out more on inviting him to your speaking engagement and view a video of him speaking, click here.

    You can also reach him via email attomd@stealingshare.com.

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A strategy for RiteAid’s brand

The drug store chains have always had a hard time defining who their customers are, which is a key tenet in developing a brand. Their inventory lacks so much focus that you can find everything from pharmaceuticals to wine to NFL punching bags for the kids at the stores.

Who is supposed to shop there?

How about this? Baby Boomers.

RiteAid is thinking about that audience, but only tip-toeing into attracting them rather than diving right in. It is airing a new advertising campaign aimed at the 65-and-over group that gives seniors 20% off and earning points based on drug co-pays for an expanded pharmacist consultation.

imagesIt’s only a marketing tactic and will fail because it is not woven into RiteAid’s brand persona.

Why not go all the way? Baby Boomers buy the most pharmaceuticals now anyway. If you were a drug store that only catered to seniors as a brand focus, you would represent a true choice in a market where there is none.

The only reason to choose is based on location or being on the right side of the street. The loyalty programs help a bit and consumers eventually become locked into the pharmacy that has their insurance information.

By unapologetically stating who it is for, RiteAid would have a unique place in the market and be most meaningful to the largest segment of the drug store audience.

You only steal market share when you are different and better than the competition. And you only create preference when you are a direct reflection of a target audience. Go for it, RiteAid.

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