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                                                                                                         
                                    
                                                             
                                   
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                                                          
                                         
                                                            
                                                                                                                      
                                                                                        
                                                   
                                                                                                                      
                                                   
                                                                                                                                   
                                                 
                                                                                           
                                                        
                                                                            
                                                                       
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                                                                                           
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                                                      
                                                                                                                          
                                                                        
                                                                             
                                                                                                               
                                                                     
                        
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                                                        
                                                                                                                     
                                                                                                
                                                                                                                
                                 
                                                                                            
                                
                                                                                                                                                
                                                                                                      
                                                                                                                             
                                                                                                    
                                                      
                                                                            
                                                                      
                                                                    
                                                                          
                                                                                                  
                                                        
                                                                                    
                                                                        
                                                                                      
                                                                                         
                                                                                 
                                                             
                                                 
                                                            
                                    
                                                                                                               
                                  
                                                   
                           
                                                                                                                   
                                                                             
                                                                                                                                   
                                                                                  
                                                          
                                                   
                                                                                       
                                                                             
                                                    
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                                                                                                                        
                                                                                                                           
                                                       
                                                                     
                                                  
               
                                                     
               
                                                     
                                                                                             
                                                                                      
                               
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                                   
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                                                        
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                                     
                                                                                                              
                                                                                                          
                                                                               
                                                          
                                                             
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                                 
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                                                                   
                                                                                     
                                  
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                                                                                                    
                                                             
                                                    
                                                      
                                                                                       
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                                   
                                                  
                                 
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                                                                       
                                                                            
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                                     
                                                                                                                   
                                                                                         
                                     
                               
                                                                                            
                                                                                                                     
                                                                                                         
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                                                     
                                                                             
                                                                               
                                                                    
                                                          
                                                                
                                                             
                                                                  
                                                                   
                                                                                                                       
                                                        
                                                                                                                          
                
                                                             
                                                                                    
                                                       
                                                                                  
                                                                            
                                                                                     
                
                                                             
                                                      
                                                                            
                                                                     
                                                                                       
                                                                                          
                                                                
                                
                                                                       
                                                                                     
                                           
                                                                
                                                                                                     
                                      
                                       
                                         
                                                                                       
                                                                
                 
                                                       
                                
                                                                       
                                                                                        
                
                                  
                                                                                    
                                                                   
                                                                       
                                        
                                                                                                         
                                                 
                                       
                                                                   
                                                                                       
                                                                                       
                                 
                                          
                                                                
                                                                                    
                                           
                   
                                                                         
                                                                                    
                 
                                                                                         
                                                    
                                   
                                 
                                                  
                                                                                   
                                                                    
                                                                                                    
                                                                                                                             
               
                                                                                                       
                                                                                                      
                                                                                                                  
                                                                                                     
                                                                                                        
                                                            
                               
                              
                                                                                                              
                                                                                                             
                                    
                                
                             
                                 
                             
                                                            
                                                                                                            
                                                                    
                
                                                         
                                        
                                                                  
                                        
                                                                                                                 
                                                                                                                
                                                                                         
                                                                                         
                                              
                                             
                                                    
                                                     
                                                     
                                                     
                                                 
                                                                                         
                                                                                                                           
                                                                                                                           
                                                                                            
                                                     
                                                     
                                                     
                                                     
                                                     
                   
                                                    
                                                    
                                                     
                                                     
                                                    
                                                     
                                                    
                                                    
                                                     
                                                     
                                                     
                                                     
                                                     
                                                     
                                                   
                                                    
                                                    
                                                    
                      
                                                                       
                                                                                     
                                                                         
                       
                                                                            
                                                                                                                    
                 
                                                                           
                                                                                                   
                                                     
                                                                                                                      
                           
                                                                                                  
                                                                                                                
                                                                                                       
                                                                                                               
                                                                       
                                                                  
                                                                                    
                                                          
                                                                                                    
                                                                                        
                                                                                                    
                                                                                                     
                                                 
                                                                    
                                                                                                                 
                                                                            
                                                            
                                         
                                                           
                                                                                                            
                                             
                                                            
                                                                                                
                                        
                                                                                            
                                                                                                 
                                                                                         
                                                                                         
                                                         
                                                                                                             
                                                                                                        
                                                                          
                                              
                                                                                                           
                                                                                                  
                                                                                                         
                                                
                             
                             
                             
                             
                                                                                                                   
                                                                                                                     
                             
                             
                                                                                                                                          
                             
                  
                             
                             
                             
                             
                             
                                                                                                                           
                                                                                                                          
               
                                                                                                                         
                                                              
                                                                                                                       
                                                                                                           
                                                                                            
                                                             
                                                                                                                          
                
                                                             
                                                                     
                                               
                                                                                                                      
                                                          
                                       
                               
                                                                         
                                                             
                                                                                                             
                                                                                   
                             
                                                             
                                                              
                                                             
                                                                       
                                                                                 
                                                           
                                                             
                                                             
                                                                                                   
                                                                      
                               
                                                                                 
                                            
                                                                          
                                            
                                                
                                                             
                                                                                                                        
                                                                                   
                                                                                    
                                                                                     
                                                             
                                                                                            
                                                             
                                                   
                                                                    
                                                             
                                                             
                                               
                                                             
                                                             
                                                              
                                                             
                                            
                                                             
                                                                                
                                                             
                                                             
                                                             
                                                                       
                                                   
                                                                          
                                                                                    
                                                                                              
                                                                                     
                                                                                                
                                                
                                                                                                   
                                                                                                                    
                                                                         
                                                                                                                         
                                                           
                                   
                                                                                                    
                                                                                                   
                
                   
                                                          
                                                   
                                                             
                                                             
                                       
                                                             
                                                                                                                                          
                                                                                                            
                                                                                                          
                                                                                    
                                                                 
                                                                                  
                                                                                                                      
                                                             
                               
                                                                                                                       
                                                                                   
                             
                                    
                                      
                                
                  
               
                                                      
                  
                                          
                                          
                             
                                                        
                                                            
                            
                          
                                               
                                                 
                                                   
                     
                                                    
                                                
                                     
                                                                                
                                                   
                                                          
                     
                                 
                                                 
                                          
                                                      
                          
                                                           
                     
                
                                                            
                               
                                          
                                      
                                               
                                                        
                   
                                                
                                   
                                                    
                          
                                                                      
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                          
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                 
                 
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                 
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                                                                                            
                    
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                   
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                
                                  
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                                                                                     
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                                                                                                                             
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                                                     
                  
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                                                             
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                             
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                                                                                                                                         
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                                                                                                                                    
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                                                                                           
                                   
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                                     
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                                                   
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                                       
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                                      
                                                                                                                   
                                       
                                
                                                                                                                               
                                       
                                       
                                       
                                      
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                                                
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                                       
                                       
                                                                                                                         
                                        
                                       
                                                                                      
                                       
                                                                                                
                     
                                       
                                       
                                                       
                                       
                                       
                                       
                                       
                                                                                  
                
                                                     
                                                                                 
                   
                                                                                                                            
                                                            
                                                                                       
                                       
                                                                                                                    
                  
                       
                                                                            
                                                                                                                                                 
                                                                                
                                                                 
                                         
                                                             
                                                                                                      
                                           
                                                                                 
                                       
                                                                  
                                                                          
                                              
                                              
                                       
                                                                         
                                              
                           
                        
                
                                       
                                                                                  
                                                                    
                                                                    
                                                                    
                                                                    
                                                                    
                                                                    
                                                                    
                                                                    
                                                                    
                                                                      
                                                                    
                                 
                                                                                                                        
                                                                    
                                                                    
                                                                    
                                                                    
                                                                   
                                                                               
                                                                       
                                                                    
                                                                                 
                                                             
                                                                   
                                        
                                                                   
                                                                   
                                                                    
                                                                    
                                                                    
                                                                    
                                                                    
                                                                    
                                                                    
                   
                                                                                                                                                
                                               
                                                                                   
                                                                                                                          
                                                                                           
                                              
                                                                            
                                           
                                                                                                     
                                                                                                                   
                                                                                                                              
                                                                          
                                                 
                                                            
                                       
                                                                                           
                                                     
                                                                                      
                                                       
                                                                                                                          
                                                                                 
                                                          
                                                                                     
                             
                                                                             
               
                                                                                    
                                                                      
                                            
                                                                                                       
                            
                                                                                      
                            
                                              
                       
                                                                                      
                                                            
                               
                               
                               
                                                      
                                 
                                                 
                               
                                        
                               
                               
                               
                               
                               
                                        
                                                         
                               
                                              
                               
                                                 
                                                                                      
                                            
                  
                                                                                                      
                                                                                         
                
                               
                                                                      
                               
                                                           
                              
                                 
                               
                               
                               
                               
                                                                                    
                               
                             
                             
                               
                                    
                                                                                   
                                                                            
                                                            
                                                                                    
                                                                                      
                                                                                                 
               
                     
                                                                            
                                                       
                                            
               
                                    
                                                                                                  
                            
                                                 
                                                                                                                   
                                                  
                                              
                                               
                                                                         
                               
                                                                                                                 
                                                                                                              
                                                                                                                
                                                                                                                      
                                                                                                                     
                                                                                             
                                                                                                                           
                 
                                                     
                   
                                                                                           
                                                    
                                                                                       
                                   
                                                                                                            
                    
                                                                
                                                                
                                                                 
                                                                 
                                                                          
                                                                
                                                                                                                                  
                                                                 
                                                                 
                                                                 
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                                                            
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                                         
                
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                                        
                
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                               
                                                               
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                                                                         
                                                                                                           
                  
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                                    
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                                                                                                                          
                                                                  
                    
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                                                                                          
                                                  
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                                
                                            
                                            
                                    
                    
                                  
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                                                                           
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                       
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                                            
                                              
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                                                 
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                         
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                                
                                    
                              
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                                        
                                          
                                                                                                                                                                                                                                                             
               m ar k et ing  &  t el em at ica
                                                                                                                                                             
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                                                                                                                           
                  
                                                  
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                  
                                        
               
                  
                
                                                             
                                                                                                                            
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                                                  
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                                         
                                                                                      
                                                                                                                                
                                                                                    
                                                                                                  
                                                                                               
                                                                                     
                                                                                                                                 
                                                                    
                                      
                                                                              
                                  
                                                                                                                          
                                                                                
                                                                   
                                                                      
                                                                                                            
                                                                           
                
                                                                                                                                                                                                                                                                                              
                                                                        
                                                            
                                                                         
                                                          
                                                                                   
                                                         
                                                                             
                                                                                                             
                                                                                                                  
                                                                                                                                                      
                                                                                                    
                                                   
                                                 
                                                                                                                      
                                                                                                                        
                                 
                                                                                                                   
                                                                                                                                
                                                                       
                                   
                                       
                                                                                                            
                                                                           
                                    
                                                                                                 
                 
                                                                              
                                                            
                
                                                                   
                                                                 
                                                                                 
                                                                                    
                                                                    
                                                          
                                                     
                                                                                  
                                                      
                                                                                                  
                                                                                                                                                        
                                                                                
                                                                                                                                
                                             
                                                             
                                                                                  
                                                                                                             
                                           
               
                                                                                                                                   
                                                                                                   
                                                                                                                     
                                                                                                      
                                                                                                                       
                                                                                                                                                                                                                                                                   
                                          
                                               
                                                                                                                             
                                                                                                     
                                              
                                                                                                                        
                                                                                                                               
                                          
                                           
                                      
                                         
                                            
                                                                                                  
                                                                                                                      
                                                                                                                
                                                                                                               
                                                                                  
                                                           
                                                             
                                               
                 
                
                
               
                 
                
                
                                                                                         superfici medie (cioè quelle tra i 50 ed i 100
                                    
                                                                                         mq.) (Tab. 3 Fig. 1).
                                                        
                                                                                         Infatti, rispetto alle dimensioni medie delle
                                                                                                             
                                                             farmacie, le parafarmacie impegnano spazi
                                                       
                                                                      
                                                        
                                                                       
                  
                                                                       
                                                                      
                                                                       
                                                                          
                                                                           
                                                                        
                                                                       
                                                                       
                                                                                                                                                                                                                 leggermente più grandi, per poter ospitare
               
                                                                       
                                                                      
                                                                       
                               
                            
                                                                       
                                                                       
                                                                                 
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                   
                   
                   
                   
                                                                       
                                                                       
                   
                                                                       
                   
                                                                       
                                                                       
                          
                            
                                                                       
                   
                                                                       
                   
                                                                       
                                                                       
                                                                        
                                                                       
                                                                       
                                                                       
                 
                                                                       
                                                     
                                                                     
                                                         
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                                       
                                                  
                
                                                                                         categorie di prodotti e articoli che
                                                                                         abitualmente richiedono volume (come ad
                                                                           
                                                                                         esempio i presidi sanitari) e più spazio di
                                                                                         esposizione (come nel caso del cosmetico).
                                                                                         È interessante osservare che, forse un po’
                                                                                         per rincorrere questo stesso trend, oggi
                                                                                         anche le farmacie cercano una maggior
                                                                                         ottimizzazione dei loro spazi, liberando più
                                                                                         mq. disponibili per l’esposizione attraverso
                                                                                         investimenti nella robotizzazione dei
                                                                                         magazzini (Tab. 4).
                                                                                         La maggiore libertà di scelta nella
                                                                                         collocazione che la Parafarmacia ha rispetto
                                                                                         alla Farmacia (la quale deve per sua natura
                                                                                         sistemarsi nei punti più “caldi” e di traffico
                                                                                         del territorio) e le necessità di avere più
                                                                                         spazio a disposizione per l’esposizione dei
                                                                                         prodotti, ha indotto la  Parafarmacia a
                                                                                         spendere più risorse in spazio (mq. d el
                                                                                         negozio) che in personale presente. Infatti,
                                                                                                                                               se il numero medio di addetti presenti nelle
                                                                                         farmacie è pari a 3,95 persone full-time
                                   
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                       
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                                             
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                                              
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                                            
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                                   
                                   
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                                                    
                                   
                                                   
                                                     
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                                             
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                                             
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                                   
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                                         
                                                               
                                                         
                                                              
                                                                                         
                                                                 
                                                                   
                                                                                               
                                   
                                   
                                   
                                                                 
                                   
                                                       
                                       
                                                         
                                   
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                                                     
                                   
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                                                                       
                    
                                                                                                      
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                                                                 
                                                                             
                                                                                               
                                                                                                          
                                                               
                                                                                                                                                         equivalent
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                                                                                         
                    
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                                            
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                                          
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                                  
                                        
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                                
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                                      
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                                          
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                    
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                    
                                            
                                                                                         è di 2,24 (Tab. 5).
                                                                                         Questo fattore è stato innanzitutto
                                            condizionato dalla crisi iniziale del settore
                                                                                         (descritta in premessa) e che a cinque anni
                                                             
                                                                                         di distanza ha fatto perdere una media di
                                                                 mezzo addetto per punto vendita. (Tab. 6
                                                                                         Fig. 2 Tab. 7)
                                                                 Poste in confronto tra loro le farmacie e i
                                                                                         negozi di parafarmacia hanno mediamente
                                                                     lo stesso numero di vetrine (circa 2 vetrine
                      per esercizio).  Infatti, oltre il 68% delle
                                                                                         Parafarmacie sono dotate di 1 o 2 Vetrine
                                            catene della GDO ed il 3,3% nelle vicinanze  affacciate su strada, mentre quelle con un
                                            di un ospedale o una clinica. ( Tab. 2)      numero maggiore rappresentano solo il 20%
                                            I negozi sono strutturati nel 90% dei casi in  del canale. I Negozi che non sono dotati di
                                            spazi che non superano i 100 mq. anche se,   alcuna Vetrina sono presenti circa nel 12%
                                            negli ultimi 5 anni, questo dato mostra un   dell’universo.
                                            leggero trend di crescita numerica delle     Gli esercizi appartenenti a questo canale
               Bellezza  Farmacia 34
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