1.0 Executive Summary Rite Aid should more aggressively market itself in order to survive in a highly competitive market of healthcare products, services, and prescription drugs. Rite Aid must execute its mission to provide excellent customer service and target certain portions of the population that frequent Rite Aid stores. Rite Aid attempts to distinguish themselves from other national chain drugstores through their wellness+ loyalty program, enhanced offering of private brands, and their strategic alliance with GNC. Rite Aid has had some financial struggles over the past few years, and due to the level of competition, Rite Aid therefore needs to do a better job of differentiating itself so it can gain a stronger foothold of the market and increase its market share and ultimately, its revenues, so it can keep as many stores open as possible Rite Aid’s vision is to be the customer’s first choice for health and wellness products, services, and information. Looking at the competitive landscape and the financial situation, Rite Aid needs to re-evaluate their marketing plan moving forward in order to remain competitive in the marketplace. Immediately, it is critical that Rite Aid broaden its marketing beyond just weekly circular advertising. In addition to marketing online, they should promote their online services – including the “your prescription is ready” texts and the fact that people can chat with a pharmacist 24/7 online or on the phone. Rite Aid should be marketing these value-added services online and through other marketing channels. Next, Rite Aid needs to market the advantages of its expanded immunization program. Rite Aid should offer new health and wellness products from organic and gluten-free
