““Darnytsia” accuses pharmacies of conspiracy, but prices monitoring other / photo of UNIAN, Vyacheslav Ratinski One of the leading Ukrainian pharmaceuticals “Darnitsa” was in a difficult situation on the market. The main …”, – WRITE: www.unian.ua
“Darnytsya” accuses pharmacies of conspiracy, but prices monitoring other / photo UNIAN, Vyacheslav RatinskyOne of the leading Ukrainian pharmaceutical producers “Darnitsa” was in a difficult situation in the market. The main reason for the fall in demand analytics is the pricing policy of the company – the cost of Darnitsa drugs often exceeds the prices for similar drugs of competitors. Consumers are increasingly preferring more affordable alternatives.
Price monitoring confirms: Darnitsa’s products are more expensiveAfter monitoring the prices on the popular website of the sales of medicines, Telegraf journalists found that the prices for Darnitsa products were really higher than that of competitors. For comparison, the basic drugs that are in the first aid kits of most Ukrainians were taken.
“Citramon Darnytsya” (10 pcs) costs 27 UAH, and “Citramon Lubnifarm” (10 pcs) ー 22.7 UAH; “Analgin Darnitsa” (10 pcs) ー 22.75 UAH, while the cost of “Analgin Monfarm” is 9.2 UAH. “Validol Darnytsya” (10 pcs) costs 10.8 UAH, similar to the drug “Pharmak” ー 12.5 UAH. “Septefril Darnitsa” in general 2 times more expensive ー 40 UAH than “Septefril” of the manufacturer “Borschagovsky KFZ” ー 19,06 UAH.
This confirms the position of pharmacy networks: the problem is not in the “plot of pharmacies”, according to the manufacturer, but in the pricing policy of the company itself. Pharmacies simply sell medicines of different companies, and consumers choose more affordable options for equal quality.
Trap of own productionAccording to the political scientist Valentin Gladkikh, “Darnitsa” herself came up with a trap, she got into her. “At first, the company was loudly in the abolition of marketing contracts: they say that pharmacies should not receive money for the promotion of drugs. A good PR, which sounded as a concern for the consumer. But when prices for their own medicines remained the highest, and pharmacies without” premiums “ceased to take a non -competitive product. The expert notes that instead of viewing his own pricing or increasing efficiency, the manufacturer chooses an administrative path: influence through the AMCU and the Cabinet of Ministers to redistribute market positions in their own benefit. “Such an attempt to translate the consequences of their own decisions to the state and consumers is an example of how loud slogans about” market rules “are scattered as soon as the results” ー summarize the smooth ones.
Competition with other manufacturers rather than with pharmaciesIn fact, a real competition is not between Darnytsia and pharmacies, but between Darnytsia and other pharmaceutical companies. Pharmacies only sell medicine medicines. For example, health company, which continues production in the frontline under constant shelling, continues to keep affordable prices for consumers.
Using administrative pressure through the AMCU, Darnitsa actually tries to limit competition and force pharmacies to sell it overpriced in price instead of more accessible counterparts from competitors. This is contrary to the interests of consumers and the principles of free competition.
The executive director and co -founder of the analytical center “Ukrainian Institute of the Future” Anatoly Amelin notes: “The profitability of the pharmacy business in Ukraine is only 0.7%, with a third of companies work at loss. The average retail mark -up in the pharmacy market is 27.2%, but it is only a gross margin, not a gross margin.” Moreover, industry indicators show the mark-up even less-in the range of 20-22%.
Under these conditions, pharmacies cannot afford to keep a non -competitive product on the shelves with high prices. This is a natural market selection when the least effective participants lose their positions.
The analysis of pricing policy for the period 2022-2024 shows that Darnitsa showed the highest rates of rising prices in the absence of their decrease, maintaining the maximum margin among market participants.
Instead of reducing prices to competitive level, the company chooses the path of lobbying and manipulation of government agencies. “Darnitsa” tries to attract the AMCU’s goals, using consumer protection rhetoric. Representatives of the authorities have publicly stated that the company had harmed their own interests.