This document discusses CAEM's back office product portfolio and market strategy. It positions CAEM's back office solutions as complementing its existing front office offerings. The document analyzes the pharmacy equipment market, noting trends toward robots, static shelves, and dynamic drawers. It also discusses CAEM's main competitors and plans to develop a comprehensive back office solution around its Medidrawer and TN9 systems, targeting pharmacies, hospitals, and distributors. The goal is to expand CAEM's offerings and become the only brand providing a full pharmacy design solution.

1. www.caem.net
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Marketing brief
Back Office

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Contents
- Why Caem backoffice?
- Position in the product portofolio?
- Cibles
- Market offer
- Market trend
- Development
- Competition

3. www.caem.net
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ENLARGE CAEM OFFER
CAEM IS THE
ONLY BRAND
SUPPLYING A
GLOBAL OFFER IN
PHARMACY
IMAGE
IDENTITTY
NOTORIETY
NEW BUSINESS
NEW CUSTOMER
ADDITIONAL
TURNOVER
ADDED VALUE
Why
Back Office?

4. www.caem.net
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Position in the
product portofolio
Healthcare market
Parapharmacy Pharmacy Hospital pharmacy
Front office Backoffice Backoffice
TN9 TN9 Medidrawer Medidrawer
Cabinets Cabinets Workstation Workstation
Counters Counters Cabinets Cabinets
Accessories Accessories Accessories Accessories

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Targets
- Pharmacies
- Hospitals
- Dealers and distributors at export
- Caem subsidiaries

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Market offer
Brand Front Office Backoffice
Caem Pharma Caem TN9 Medidrawer
Hermès Métal SR 25 None
Mobil M M18, MK3 None
Gibam M18,M26,M28 Line of pharmacy drawers
ICAS None Taxi drawers
Willach None Fama
Shoptec None Apothekensysteme
Itab Sintek Rombic, stockflow, carroussel

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Market trend
- Robots
Less than 10% of the french market is equiped with robots. 1500 pharmacies in 2011.
Main avantage of the robot is efficiency and cost saving on labour costs.
Main inconvenient is price, maintenance and fill in.
- Static storage
Most of pharmacies use shelves made of metal (Mag system ) or timber shelves.
Main advantage is the cost
Main inconvenient is lack of efficiency

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- Dynamic storage
Most of pharmacies use pharmacy drawers made by Icas, Willach or other. These drawers
are very relialable and the market is not dynamic.
Main advantage is reliabilty, main inconvenient is durability (for the producer).
These installations are completed with static storage.
Some manufacturers offer solutions similar to CAEM with its Medidrawer. Caem is the only
to offer both Front and backoffice, except ITAB which is not very present in France.
The market is about becoming mature and prepared to accept new solutions offering good
efficiency and alternative choice to timber shelves or robots when the pharmacist
refurbish its pharmacy.
Market trend

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Development
- Back office solution
The aim is to propose a global solution to the pharmacist turning around TN9 system
- Shelving for front office – new range with permanent innovation to keep the client
interested
- Medidrawer solution
- Work station solution base on TN9 4 post with a thick and strong timber top as
workstation with options as :
- Drawers cabinet
- Doors cabinet
- Desk
- Lighting, reservation for cables ……

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Development

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Mobil M
Competition

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MobilM
Competition

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Competition
Willach

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Competition
ITABStockflow
Lockable cabinet