MORE THAN 16,000 PHARMACIES MAY CLOSE IN RUSSIA
The analytical company Marketing Logic has prepared a prediction on the basis of Big Data and geodata for closing branches of pharmacies in case of enforcement of the bill of the Ministry of industry and trade on the sale of medicines in supermarketsand grocery stores. Up to 25.5% of pharmacies can be closed in the country.
The bill of the Ministry of industry and trade opens up opportunities for the grocery retail to sell medicines on store shelves. This can create more competition to pharmacies, when the struggle for customers will be happen not only between the pharmacies themselves, but also between pharmacies and supermarkets. With the help of location intelligence technology, experts analyzed the probability of closing branches of pharmacies in the country. In the risk zone are pharmacies, located in close proximity to supermarkets and other large points of grocery retail.
«We aggregated data on pharmacies of a certain brands and pharmacies in general, as well as on the location of retail outlets, assessed the potential and load. Usually we calculate the performance of potential offices and retail outlets on the basis of data on customer activity, competing organizations, population, traffic on the streets and other statistical information. In this study, we looked how these same factors will affect the profitability and the potential closure of pharmacies », says Dmitry Galkin, managing partner of Marketing Logic.
Among the cities with a population of more than 150 thousand people, the largest number of pharmacies which are under the risk of closing are located in Yoshkar-Ola, Saransk, Norilsk, Nizhnekamsk, Pskov, Dzerzhinsk, Bratsk, Sochi, Lyubertsy, Chelyabinsk. Then follow Korolev, Saratov, Khimki, Balashikha, Kazan, Almetyevsk and Krasnoyarsk.
The least chances for retail to intercept the flow of buyers of pharmaceutical products are in Blagoveshchensk, Syktyvkar, Kostroma, Armavir, Novgorod, Omsk, Vologda, Kolomna, Perm and Petrozavodsk.
« Indeed, many pharmacies are at risk of closure if this initiative is adopted. In this case, we see decrease of the availability of medicines for the population, because Retail will not be interested in selling low-margin medicines, pharmacies will be closed, accordingly, these medicines will simply not be found. At the same time, the prices of medicines will rise for the final buyer. The increase in prices for prescription drugs, according to the optimistic forecast, will be about 11%, but there is a risk that prices will grow by more than 15% », says Nelly Ignatieva, executive director of the Russian Association of Pharmacy Chains.
"There are more than 60 thousand pharmacies in Russia and their number is increasing. This extensive network of pharmacies provides high availability of medicines to the population-on average, pharmacies are open until 21: 00, there is also no shortage of pharmacies on duty. The entry into force of the bill on the sale of medicines in supermarkets undoubtedly creates discriminatory conditions for all pharmacy chains. This threatens a sharp reduction in the profitability of pharmacies and contrary to expectations will not lead to a decrease in prices in the market, but to their growth. The exclusion from the sales chain of a specialist with higher education — a pharmacist who controls the process of medicines release and can give the customer a professional recommendation, also entails significant risks, primarily for the health of Russians who already love to self-medicate and buy medicines on the recommendation of friends or TV. So it is also a security issue," explains Executive Director of the Association of independent pharmacies Victoria Presnyakova.
The TOP 20 pharmacy chains, which are at risk of losing the largest number of outlets, include major Federal players: Vita-Express, Zdorov.ru, Ozerki, Aloe-Pharm, First pharmacy, Vita-Pharm.
The least reduction potential pharmacies may affect the network: Kubanpharmacy, Gubernskie Apteki, Vita-Plus, Nevis, New pharmacy.
The largest players of the Russian market of pharmacy retail "Rigla", "ASNA", "36.6", "April", "Melody of health", "Samson-Pharma" are closer to the middle of the rating. The least stable position of the " big six "in the network" 36.6", which is closest to the leaders of the potential closure of the points.
If the bill is adopted in the whole country, more than 25.5% of pharmacies can be closed, i.e. more than 16,000 in absolute figures.
Among the largest retail chains with more than 1000 outlets in the country, the most benefit from the redistribution of demand will be the stores of the Dixie retail network, which has the greatest potential of the average point of the network to attract customers from the redistribution of demand. In second place is the "Pyaterochka", the third is – "Magnet". "Supermarket Magnet"and the network "Victoria" close the TOP 5.
B&N BANK USES ARTIFICIAL INTELLIGENCE TO ATTRACT CUSTOMERS
The B & N Bank applies artificial intelligence in the marketing promotion of products. The implementation of predictive analytics system, which manages all marketing activities in all regions of the Bank's presence, reduced the cost of attracting new customers by 3 times in selected areas.
The system is a self-learning neural network. It analyzes the needs and characteristics of customers, business objectives, location of offices and type of advertising media around the point of sale, and then — offers the best set of the most effective channels of promotion, including outdoor advertising, Internet, radio and television.
The interface allows monitor all marketing activities of the Bank in real time and interact with the advertisement agencies and operators to adjust the media plan. In addition, the system independently accumulates data about the history of advertising placements and analyzes them by machine learning methods, which further improves the accuracy of each next prediction
"Our Bank has one of the largest regional networks in the financial market – it is about 400 offices across the country. Machine learning allows us to increase the efficiency of customer acquisition, taking into account the individual characteristics of each region and individual office", – commented the implementation of new technologies Marketing Director of B&N Bank Mikhail Semikov.
The artificial intelligence system for marketing communications of B&N Bank was developed in cooperation with Marketing Logic on the geo-information platform “Atlas”.
"The Marketing Logic team has implemented this large-scale project specially for B&N Bank in less than six months. The Atlas system, fully covers the process of operational management of regional marketing, including the automated calculation of the results of attraction (number of customers and their cost) for each channel and product, to accumulate in a single format the history of advertising for further processing by machine learning methods. Plus, we have implemented support for the technology of "marketing seizure of territory", i.e. allocation of priority areas around the network of offices where it is necessary to increase marketing investments due to external or internal factors", - says the managing partner of Marketing Logic Dmitry Galkin.
ROSBANK USES ARTIFICIAL INTELLIGENCE FOR NETWORK MANAGEMENT
Rosbank has started to use the new location intelligence technology of Atlas geographic information system for managing the branch network. The product was developed by an analytical company Marketing Logic.
Location intelligence technology aggregates data on all branches and divisions of the Bank, evaluates the potential and load, calculates the efficiency of potential offices, based on data about the activity of customers, competitor banks, population, traffic on the streets and other statistical information. As a result, the Bank has a "heat" map for each city of presence with an assessment of the potential location of the branch at the level of walking distance (100 m).
"With the help of high-tech products of Marketing Logic, we solve the tasks of opening and relocating Rosbank branches. The use of advanced solutions allows maintain a high rate of development and use a scientific approach to improve efficiency in network management. Geodata and predictive models make decisions more accurately and faster, minimize errors, plan actions with the potential of each point of sale. We are grateful to our partners for their desire to constantly improve the product and always be on the client's side," said Vladimir Korobov, head of the development and efficiency of the retail network of PJSC Rosbank.
"As part of the functional update of the Atlas system, we have significantly refined the approach to building a predictive model in the direction of location intelligence. To improve the accuracy of the ‘heat’ map, the model now combines two approaches: machine learning and expert rules for selecting good locations, which allows to combine the accumulated historical data and invaluable experience of experts – employees of the Bank. Continuing to cooperate with us since 2016, Rosbank confirms the importance of using modern methods of spatial analysis and geodata to manage its own network of more than 350 offices", - says managing partner of Marketing Logic Dmitry Galkin.
WOMEN'S HAPPINESS – MAP OF RUSSIAN REGIONS WITH THE BEST AND WORST BEAUTY INDUSTRY
By the International women's day, Marketing Logic analyzed data about the infrastructure that works for the female audience: cosmetics and perfume stores, jewelry stores, beauty salons and flower shops. For most of the indicators top place got– Krasnodar region, outsiders were Orel and Magadan region.
An interactive map of Russia with data for each subject shows how many residents are accounted for each shop.
The greatest concentration of shops of cosmetics and perfumery is in Krasnodar Krai, then go Kirov, Kursk, Novosibirsk, Smolensk regions. Least of all shops are in the Jewish Autonomous region, Magadan region, Republic of Khakassia, the Kamchatsky Krai and the Orel region.
Most jewelry stores is in the Kostroma region, next follow Kaliningrad, Tambov, Pskov regions. Moscow closes the TOP 5 regions on this indicator. Krasnodar region, the leader in perfume and cosmetics stores, get the 6th place, St. Petersburg has the 10th place.
The least jewelry stores for each resident is in the Orel region. Next are the Magadan region, Kabardino-Balkar Republic, the Republic of Adygea and Khakassia.
By the number of beauty salons per inhabitant leads Krasnodar region, than follow by Pskov, Kursk, Moscow regions and Moscow city. With a small margin follow the Kaliningrad region and St. Petersburg.
The least beauty salons for every resident are in Magadan, Orel, Kabardino-Balkaria, Chukotka Autonomous district and Kalmykia.
To please women with flowers is easiest for men from the Pskov region. Further, the number of stores for each resident is followed by the Kaliningrad region and the Krasnodar Krai. Next are Kursk, Kirov regions, Republic of Mari El, Tambov and Leningrad regions.
The most difficult thing to buy flowers for women for the holiday is in Kabardino-Balkaria, Magadan region, the Republic of Adygea, Orel region and the Kamchatka territory.
"On behalf of Marketing Logic I congratulate all women of Russia with a wonderful spring holiday and wish you love, happiness and once again I admire the ability to look beautiful regardless of the search results. It remains only to remind Oryol men, as well as gentlemen from Kabardino-Balkaria, Adygea, Magadan regions and Kamchatsky Krai, that, unlike residents of the Pskov and Kaliningrad regions or the Krasnodar Territory, it would be better for them to buy flowers in advance – according to our statistics, this is not everywhere so easy to do"says Marketing Logic managing partner Dmitry Galkin.
When analyzing the data and drawing up the map, extrapolation methods, Rosstat information and Marketing Logic's own Data Mart for the largest cities of each subject (from 50,000 residents) were used.
MOST OF THE MEN LIVE IN THE CHUKOTKA AUTONOMOUS DISTRICT AND THE LEAST RESIDE IN IVANOVO REGION
By the defender of the Fatherland Day, traditionally considered a "men's" day, Marketing Logic analyzed data about the number of men and women in Russia, identifying the most "male" regions.
Most men in absolute numbers live in Moscow, Moscow region, Krasnodar region, St. Petersburg and Sverdlovsk region, which is explained by the high total population of the territories.
At the same time, the percentage of men to the population is leading by other subjects. Only in three regions of the country there are more men than women, they are Chukotka Autonomous Okrug (52.6%), the Kamchatka territory (50.9%) and the Yamal-Nenets Autonomous Okrug (50.3%). Next are Khanty-Mansiysk and Nenets Autonomous districts, Magadan region, Yakutia, Murmansk, Tyumen, Sakhalin region.
The lowest percentage of the male population is in the Ivanovo region, St. Petersburg, Novgorod, Tver and Tula regions. Next are several subjects of the Central Federal district: Yaroslavl, Vladimir, Nizhny Novgorod (Volga Federal District), Smolensk, Orel, Bryansk, Kaluga and Kursk regions.
A map with different data layers, including absolute values and percentages.
"We are engaged in the processing and analysis of large databases for business, and when it is possible to share interesting statistics with everyone, we try to do it. We are sure that someone will certainly find in this analysis and visualization of data on the map a reason for reflection and, perhaps, will derive the dependence of the population from various geographical and economic factors. For example, it is obvious that the share of the male population is greater in the North and East of our country, and the Ivanovo region confirms its glory of the brides ' land," says Marketing Logic managing partner Dmitry Galkin.
MOST OF PEOPLE GET MARRIED IN INGUSHETIA AND DIVORCE IN THE MAGADAN REGION
Before Valentine's day, Marketing Logic analyzed data on marriages and divorces in Russia and displayed them on an interactive map based on information from Rosstat and its own Geo-data Marts.
Most marriages in the absolute value are concluded by Muscovites, residents of the Moscow region, St. Petersburg, Krasnodar region and Sverdlovsk region. Next are the Tyumen and Rostov regions, the Republic of Buryatia and Tatarstan and Chelyabinsk region.
At the same time, as a percentage of the number of marriages from the number of residents of the region, which best characterizes the attitude to marriage, "win" very different subjects of Russia: the Republic of Ingushetia, the Republic of Buryatia, Pskov and Tyumen regions, the Republic of Altai. Next are Primorsky Krai, Sevastopol, St. Petersburg, the Republic of Adygea, closes the top"ten" Kamchatka Krai.
A similar situation is with the number of divorces. In absolute value most of all divorced people are Muscovites, residents of the Moscow region, Krasnodar region, St. Petersburg, Sverdlovsk region.
As a percentage of the population, most marriages break up in the Magadan region, the Kamchatka territory, the Chukotka Autonomous district, the Sakhalin region, the Khanty-Mansiysk, the Yamal-Nenets Autonomous districts, the Murmansk region, the Khabarovsk territory and the Kaliningrad region.
The strongest marriages (least of all divorces in relation to the number of residents) in the Chechen Republic, in the republics of Ingushetia and Dagestan, in Tyva, North Ossetia – Alania, Kabardino-Balkar, Karachay-Cherkess republics, the Nenets Autonomous district, in Chuvashia and Mordovia, Udmurtia and Tatarstan.
"We specially prepared such a study and visualized it on the map for Valentine's Day, which is traditionally very popular in the world and in our country, to show how in reality we are dealing with marriages and divorces. In addition to the obvious dependence of the number of marriages and divorces on cultural and national characteristics, we also see a correlation with universities, cafes, bars, beauty salons – the more their concentration in a particular region, area, the greater the number of marrying. This dependence is not as obvious as in the case of the already mentioned features of the mentality, but it is. Whatever it was in any case, we congratulate all lovers with Valentine's Day, let your feelings be sincere, mutual and deep for many, many years," says Marketing Logic managing partner Dmitry Galkin.Interactive map of Russia
MARKETING LOGIC HAS OPENED OFFICES IN FACEBOOK AND TELEGRAM
Marketing Logic has opened online representations in popular social networks Facebook and Telegram.
Russian company for business management based on data (big data) Marketing Logic has entered social networks. On the official page in Facebook and Telegram channel the company will tell about interesting events and developments in the world of high technologies and big data, as well as about its projects, news and vacancies.
"The Marketing Logic team closely follow the development of modern approaches and tools in the world of high technologies. Scientific developments and their application in real life, as well as in business – this is what we really interesting, and we will try to make sure that our subscribers, readers are not bored with us too: we will talk about new projects and unusual research, share news that are happy to read themselves, talk about our company and answer questions and comments! It is important for us that we are open to communication, exchange of information, which is on a much larger scale and with a different degree of processing, forms the basis of our projects and the entire business. We will share interesting data, Analytics, latest developments and technical innovations – join us!"- says the managing partner Marketing Logic and expert in the field of Big Data and geomarketing Dmitry Galkin.
Marketing logic in Facebook: https://www.facebook.com/Marketing.Logic.Russia
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THE MUSCOVITES LEAD BY THE CONSUMPTION OF DRUGS IN RUSSIA
The Marketing Logic company based on DSM Group data has prepared an interactive map showing the consumption of medicines in Russia by regions. The map allows you to see the average per capita consumption of medicines in packages and rubles for each subject of the country, to estimate the density of pharmacies, sales of medicines in the commercial segment of the pharmaceutical market.
During the year, the average resident of Moscow buys 46 packages of medicines. In General, this figure is at the level of 28 packages in Russia.
Moscow is a leader not only in per capita consumption of medicines in packages, but also in consumption in rubles. On average, a resident of Moscow spends 11 703 rubles a year on medicines. For example, in St. Petersburg, this figure is much lower – 5 802 rubles and 28 packages. The residents of Ingushetia spend the least – about 1600 rubles, buying an average of 10.5 packages of medicines per year.
The five regions with the highest consumption of drugs in packages include, in addition to Moscow, Nizhny Novgorod region with 44.7 packages, Chelyabinsk region (43.8 packages), Kaluga region (43.3 packages) and closes the five Moscow region with 43 packages. On the cost of medicines are leading Moscow (11 703 rubles), Moscow region (8943 rubles), Sakhalin region (7492 rubles), Nizhny Novgorod (7165 rubles) and Chelyabinsk (6 946 rubles) region.
"We are very pleased that our key specialization - big data and spatial analysis already bring great benefits to the country and people. All areas of human life are strongly linked: health, sports, entertainment, work, family. Changes in one necessarily entail changes in other areas. Fortunately, we see improvements in health projects: increased penetration of sports, pharmacies and medical institutions in the life of every person at the level of every home and residential quarter. It is very good that not only the state is involved in improving the health of the nation, but also business from large corporations to medium and small enterprises. We have prepared a map showing the data provided by the leading Russian research company DSM Group-it is a simple and clear way to show the current situation – we will develop this direction, add details, indicators, time comparisons," says Marketing Logic managing partner Dmitry Galkin.
A map showing data by region. A map showing data by region.