Roche Pakistan 4k5a65
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GROUP SYED MAAZ HASAN 6012 OVAIS YOUNUS 6139 SYED ZOHAIB HASAN 6152 RAFAY ALAM 6182 S.M. MOBEEN ZAFAR 6083 FAIZAN KHALID 6261 ASAAD AZEEM BAIG 6177
The Business We are In To focus on pharmaceuticals and diagnostics with high quality and research based medical solutions. We want to: ionate about transforming patients’ lives. We do this today to build a better tomorrow
Regions All across Pakistan. The country has been divided into four main regions East, West, South and North. Consumers and s
Patients Health Professionals Health conscious individuals
Needs Reliability Convenience
Focus on family's health, and hygiene
Accurate medical solutions
Added Value Customer care centers. Home delivery Academic learning platform Technological advancements (gold plated electrode strips)
Business that the we are not in other than pharmaceuticals and diagnostics.
End /applications Products
Patients Accu chek,free Style optium, one touch medisign
Health Professionals
Accu chek,free Style optium, one touch medisign
Health conscious individuals
End Channel s Channels
Retailer
Retailer Distributor
Whole seller
The Company
Health conscious market segment contains individuals who are not diabetic patients but concerned about there health and in that process time to time they under go test to determine whether or not they have been diagnosed diabetic. This has been deemed a gap which any of the player has not been able to tap as yet so there is a high chance to cover this opportunity.
MARKET SEGMENTS
2009
2010
2011
2012
GROWTH PER ANNUM ON AVG
Patients
.855
.929
1.016
1.12
8.56%
Health Professionals
.0316
.0340
.0368
.04
7.5%
Total
.8866
.963
1.0528
1.16
16.06%
MARKET SEGMENTS
2013
2014
2015
2016
GROWTH PER ANNUM
MARKET SEGMENTS
Patients
1.220
1.336
1.473
1.635
10 %
Health Professionals
.0432
.0468
.0509
.0554
8.6%
1.2632
1.3828
1.5239
1.6904
18.6%
Total
Increase in the market size up to 2.54 % (from 16.06% to 18.6%) It shows the emerging growth in the market Effects High industrial Profitability.
The ever-growing population of diabetes patients, currently prevailing rate of diabetic patients in Pakistan is 9.2% Every ten seconds a person is diagnosed as a diabetic patient. Expanding economies and growing affluence in countries of the Pacific Rim including Pakistan create additional opportunities to sell glucose monitoring products.
Attempts by health care professionals, insurance companies, and disease management companies to educate diabetes patients on the importance of SMBG.
Advances in SMBG testing technology that make it easier and more convenient to perform testing.
PRODUCT SEGMENTS Roche (Accu chek performa) Abbott (optium)
INTRODUCTION
GROWTH
DECLINE
+++ +++ +++
J & J (one touch) Generic Players( uchek, glucocart & medisine)
MATURITY
+++
Due to the increase in the overall market by 2.54% the chances of the brand could shift towards maturity stage in the overall market. This may effect to have an entry for new competition in the market.
COMPETITION
Market Share
Patient
Health Profession als
1
Roche
50 %
60
40
2
Abbott
30 %
75
25
3
Generic
20 %
100
0
Historical growth
8.56%
7.5%
Projected growth
10%
8.6%
++
+
OVERALL
100
100
Industry
profitability
100
DISTRIBUTION
2013
2016
retailer
70%
74%
Wholesaler
30%
26%
100%
100%
TOTAL
According to the survey research from the retail stores and we get in to the assumption that the retail stores will lead instead of wholesaler with the rate of 4% after 3 years. Reason behind that the awareness of a product is not quit significant and usually patients will get the product through near retail general stores and home delivery service.
STRENTHS Research Based Product Differentiation Strategy High Market Share
WEAKNESSES Performance Rigidness Short Product Range
OPPORTUNITIES Increasing Prescribed Market Capture new market segments THREATS Buying Pattern Fear Of New Rivals (Due To Less Product Range and high price)
External Analysis
Internal Analysis
Threats
Strengths
Opportunities
Weaknesses
Through differentiated strategy new products could be launched in the market for capturing new segments. Due to the increasing market size in the future can be served through new innovated product range.
Having research based product strengths can eliminate threats for the competitors
Buying pattern of consumer are less due to lack of awareness ,must work on awareness for this program and change the strategies according to the related industry
Doing now what patients need next
“Environment makes ROCHE Different” HOW ?
To specifying the target population better medicines, better diagnostics test with innovative people having freedom and diversity to pull all their effort, ideas and frame into reality
Current Annual Sales are PKR 800 million, which Roche aims to enlarge up to PKR 1 billion in 12 months time period. In the next 3 to 5 years the intent is to achieve the annual sales of PKR 2 Billion.
Customers wants reliability, availability , customer service, accuracy and cost
Heath care solution
Key strengths are innovative people working in a freedom based environment which pull all the efforts in to reality Currently less product range in the diagnostics segment
Health care diagnostics solution through awareness
Our competito rs Score 6.5/10
Working on understanding of diabetic solution, through accu-chek learn platforms and academic level program.
How do we Score 7.8 /10
FACTOR / NUMBER
Reliability
Cost
Availability
Post Sale
Comfort
Absolutely Critical
Very Important
Quite Important
Nice to Have
Not significant
Don’t Want it
5
4
3
2
1
0
Quality Non Price Attributes Affecting Customer Choice
Product Related
Reliable
Comfort
Roche
Abbott
Generic
% weight
Marks obtained out of 100 (20 for each attribute)
35
25
22
12
15
20
18
10
20
23
16
0
30
18
15
0
100
86
71
22
+
+
-
Service Related
Customer Care
Home delivery
Total Has quality gone up/down (+/-) In past 4 years
Parallel Import Generic Market Individual Wrapping System Frequency Rate Of Testing In Pakistan (Working On 7 Times a Day) Awareness
Issue Name
Customers
Parallel Import
++
Generic Market
Individual Wrapping System
Frequency Rate
Awareness
+
+
+
++
Regions
++
Market segments Needs/wants/applicat ions Products (prices)/services Strategic Management Customer base Management
++
+
++
+
+
+
+
+
+
+
+
+
+
++
+
+
+
++
+
Technology Plant & Equipment Distribution Channels
What
How
Who
When
Focus on new segments New Product Range
Through innovation & awareness regarding the diabetes.
ANALYSIS INPUT Focus on new segment
CEO
ADDRESSED
In 2014
IN
ACTION PLAN
Not only Diabetic patient but fitting tool for family health care.
What
How
Who
When
Focus on new segments New Product Range
Through innovation & awareness regarding the diabetes.
ANALYSIS INPUT
Focus on new segment
CEO
ADDRESSED
In 2014
IN
ACTION PLAN
Catering the health conscious individuals market segment
QUESTIONS
The Business We are In To focus on pharmaceuticals and diagnostics with high quality and research based medical solutions. We want to: ionate about transforming patients’ lives. We do this today to build a better tomorrow
Regions All across Pakistan. The country has been divided into four main regions East, West, South and North. Consumers and s
Patients Health Professionals Health conscious individuals
Needs Reliability Convenience
Focus on family's health, and hygiene
Accurate medical solutions
Added Value Customer care centers. Home delivery Academic learning platform Technological advancements (gold plated electrode strips)
Business that the we are not in other than pharmaceuticals and diagnostics.
End /applications Products
Patients Accu chek,free Style optium, one touch medisign
Health Professionals
Accu chek,free Style optium, one touch medisign
Health conscious individuals
End Channel s Channels
Retailer
Retailer Distributor
Whole seller
The Company
Health conscious market segment contains individuals who are not diabetic patients but concerned about there health and in that process time to time they under go test to determine whether or not they have been diagnosed diabetic. This has been deemed a gap which any of the player has not been able to tap as yet so there is a high chance to cover this opportunity.
MARKET SEGMENTS
2009
2010
2011
2012
GROWTH PER ANNUM ON AVG
Patients
.855
.929
1.016
1.12
8.56%
Health Professionals
.0316
.0340
.0368
.04
7.5%
Total
.8866
.963
1.0528
1.16
16.06%
MARKET SEGMENTS
2013
2014
2015
2016
GROWTH PER ANNUM
MARKET SEGMENTS
Patients
1.220
1.336
1.473
1.635
10 %
Health Professionals
.0432
.0468
.0509
.0554
8.6%
1.2632
1.3828
1.5239
1.6904
18.6%
Total
Increase in the market size up to 2.54 % (from 16.06% to 18.6%) It shows the emerging growth in the market Effects High industrial Profitability.
The ever-growing population of diabetes patients, currently prevailing rate of diabetic patients in Pakistan is 9.2% Every ten seconds a person is diagnosed as a diabetic patient. Expanding economies and growing affluence in countries of the Pacific Rim including Pakistan create additional opportunities to sell glucose monitoring products.
Attempts by health care professionals, insurance companies, and disease management companies to educate diabetes patients on the importance of SMBG.
Advances in SMBG testing technology that make it easier and more convenient to perform testing.
PRODUCT SEGMENTS Roche (Accu chek performa) Abbott (optium)
INTRODUCTION
GROWTH
DECLINE
+++ +++ +++
J & J (one touch) Generic Players( uchek, glucocart & medisine)
MATURITY
+++
Due to the increase in the overall market by 2.54% the chances of the brand could shift towards maturity stage in the overall market. This may effect to have an entry for new competition in the market.
COMPETITION
Market Share
Patient
Health Profession als
1
Roche
50 %
60
40
2
Abbott
30 %
75
25
3
Generic
20 %
100
0
Historical growth
8.56%
7.5%
Projected growth
10%
8.6%
++
+
OVERALL
100
100
Industry
profitability
100
DISTRIBUTION
2013
2016
retailer
70%
74%
Wholesaler
30%
26%
100%
100%
TOTAL
According to the survey research from the retail stores and we get in to the assumption that the retail stores will lead instead of wholesaler with the rate of 4% after 3 years. Reason behind that the awareness of a product is not quit significant and usually patients will get the product through near retail general stores and home delivery service.
STRENTHS Research Based Product Differentiation Strategy High Market Share
WEAKNESSES Performance Rigidness Short Product Range
OPPORTUNITIES Increasing Prescribed Market Capture new market segments THREATS Buying Pattern Fear Of New Rivals (Due To Less Product Range and high price)
External Analysis
Internal Analysis
Threats
Strengths
Opportunities
Weaknesses
Through differentiated strategy new products could be launched in the market for capturing new segments. Due to the increasing market size in the future can be served through new innovated product range.
Having research based product strengths can eliminate threats for the competitors
Buying pattern of consumer are less due to lack of awareness ,must work on awareness for this program and change the strategies according to the related industry
Doing now what patients need next
“Environment makes ROCHE Different” HOW ?
To specifying the target population better medicines, better diagnostics test with innovative people having freedom and diversity to pull all their effort, ideas and frame into reality
Current Annual Sales are PKR 800 million, which Roche aims to enlarge up to PKR 1 billion in 12 months time period. In the next 3 to 5 years the intent is to achieve the annual sales of PKR 2 Billion.
Customers wants reliability, availability , customer service, accuracy and cost
Heath care solution
Key strengths are innovative people working in a freedom based environment which pull all the efforts in to reality Currently less product range in the diagnostics segment
Health care diagnostics solution through awareness
Our competito rs Score 6.5/10
Working on understanding of diabetic solution, through accu-chek learn platforms and academic level program.
How do we Score 7.8 /10
FACTOR / NUMBER
Reliability
Cost
Availability
Post Sale
Comfort
Absolutely Critical
Very Important
Quite Important
Nice to Have
Not significant
Don’t Want it
5
4
3
2
1
0
Quality Non Price Attributes Affecting Customer Choice
Product Related
Reliable
Comfort
Roche
Abbott
Generic
% weight
Marks obtained out of 100 (20 for each attribute)
35
25
22
12
15
20
18
10
20
23
16
0
30
18
15
0
100
86
71
22
+
+
-
Service Related
Customer Care
Home delivery
Total Has quality gone up/down (+/-) In past 4 years
Parallel Import Generic Market Individual Wrapping System Frequency Rate Of Testing In Pakistan (Working On 7 Times a Day) Awareness
Issue Name
Customers
Parallel Import
++
Generic Market
Individual Wrapping System
Frequency Rate
Awareness
+
+
+
++
Regions
++
Market segments Needs/wants/applicat ions Products (prices)/services Strategic Management Customer base Management
++
+
++
+
+
+
+
+
+
+
+
+
+
++
+
+
+
++
+
Technology Plant & Equipment Distribution Channels
What
How
Who
When
Focus on new segments New Product Range
Through innovation & awareness regarding the diabetes.
ANALYSIS INPUT Focus on new segment
CEO
ADDRESSED
In 2014
IN
ACTION PLAN
Not only Diabetic patient but fitting tool for family health care.
What
How
Who
When
Focus on new segments New Product Range
Through innovation & awareness regarding the diabetes.
ANALYSIS INPUT
Focus on new segment
CEO
ADDRESSED
In 2014
IN
ACTION PLAN
Catering the health conscious individuals market segment
QUESTIONS
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