The FINANCIAL -- The Georgian medical company PSP Group is continuing to rebrand its network throughout Georgia following a new concept, which is designed by British experts and has no analogue, neither on the Georgian market nor in any post-Soviet Union country.
The first new concept store of PSP was opened in May 2016 and this process will continue until all PSP stores have been rebranded. The renewed PSP has three zones: beauty, health and family care zones.
“The beauty zone is pink-coloured and offers the highest quality beauty products from French and other European producer companies. The family care zone is painted yellow and is attractive for those with children, while the health zone is full of pharmaceutical products and is painted green,” said Director of the Pharmaceutical Company PSP Group, Gocha Gogilashvili.
“Thanks to British experts we created an innovative PSP and have called it ‘more than a pharmacy’. PSP has always been an innovation-oriented company. It was one of the first companies in Georgia that appeared on the market with its own logo and today PSP’s logo is synonymous with high-quality products and service,” said Gogilashvili.
For PSP pharmacy chain’s 2016 rebranding campaign PSP Group has received an award from the Stevie Awards, the world’s premier business awards.
“Keeping the leading position and a prestigious image on the market for such a long time is no easy task, but PSP always manages to achieve this goal thanks to the hard work of our highly professional employees and innovative decisions,” he added.
In recognition of its successful and innovative activities PSP won its 13th Golden Brand at the 13th awards ceremony, meaning that PSP has never let the award go to any other company operating in the same field.
There are 214 PSP stores in Georgia, where 1,800 pharmacists and hygiene consultants provide qualified consultations to customers in every corner of the country.
About 30,000 medical, parapharmic, hygiene and cosmetics products are available at the lowest prices at PSP stores, including some European brands that are exclusively sold at PSP.
Every month about two million customers visit PSP stores. “In order to increase the number of our customers PSP offers discount days. On Tuesdays, Wednesdays and Fridays our customers get discounts on certain products sold at PSP stores,” Gogilashvili said.
In 2000 the company started drug production within its daughter company GMP, which produces over 50 sorts of medicaments. Medicines produced in Georgia are already exported to 14 countries.
GMP is the only pharmaceutical plant throughout the region where a full production cycle of manufacturing finished pharmaceutical solid dosage forms is carried out by means of state-of-the-art technologies and in compliance with international GMP (Good Manufacturing Practice) standards.
Last year the ‘My Family Card’ of PSP marked its 10 year anniversary. ‘My family card’ is an accumulative card, on which customers accumulate ‘smiles’ per every item purchased at any pharmacy of PSP. The accumulation of smiles is possible with the purchase of any product, including discounted products. By accumulated smiles, consumers are able to build up to getting ‘gifts’ from any of PSP’s pharmacies as well as from its online catalogue.
“At first the main function of the card was to accumulate smiles and people could get gifts by spending these smiles instead of money. Later, we started a lottery to encourage those customers who owned a ‘My Family Card’. They are also able to choose gifts from an online gift catalogue which is available on the website cards.psps.ge. Last year the ‘My Family Card’ acquired a new function and became a discount card too. Besides the accumulation of smiles, owners can get six percent discounts on any products at any store of PSP,” Gogilashvili said.
“34 percent of Georgia’s population are PSP card holders,” he added.
Also, it’s already 10 years since PSP launched its lottery. During this time 20 lotteries have been launched and 152 families received gifts from PSP, of which 46 families received cars and 10 families – flats.
“This year we will have grand prizes as a jubilee lottery will be held. The grand prize will be a renovated flat in the Saburtalo district of Tbilisi and GEL 25,000 or GEL 1,000 salary for the duration of 10 years, until 2028.
To note, the name of the company – PSP – is an abbreviation of the Latin expression ‘Paulatim Summa Petuntur’, which in English means ‘step-by-step to the peak’. And the company constantly strives to justify the main idea of its name.
Today PSP employs more than 5,000 people.
“All of the success and awards of PSP are the result of these people’s hard work,” said Gogilashvili.