GROUP MEMBERS

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:
Passionate 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 Users
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.

Patients
End
user/applications
Products
Health Professionals
Health conscious individuals

End User
Retailer Retailer
Channel
s
Whole seller
Distributor
The Company
Channels
Accu chek,free
Style optium, one touch
medisign
Accu chek,free
Style optium, one touch
medisign
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


Health
Professionals





Total




.855


.0316






.8866


.929


.0340






.963


1.016


.0368






1.0528



1.12


.04






1.16


8.56%


7.5%






16.06%

MARKET SEGMENTS

MARKET
SEGMENTS

2013

2014

2015

2016

GROWTH PER
ANNUM


Patients


Health
Professionals



Total




1.220


.0432




1.2632



1.336


.0468




1.3828






1.473


.0509




1.5239





1.635


.0554




1.6904





10 %


8.6%




18.6%
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


INTRODUCTION

GROWTH

MATURITY

DECLINE
Roche (Accu chek
performa)
+++
Abbott (optium)
+++
J & J (one touch)

+++
Generic Players( u-
chek, glucocart &
medisine)
+++

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

OVERALL
1 Roche 50 % 60 40 100
2 Abbott 30 % 75 25
100

3 Generic 20 % 100 0 100
Historical growth 8.56% 7.5%
Projected growth 10% 8.6%
Industry
profitability
++ +

DISTRIBUTION

2013

2016
retailer

70% 74%
Wholesaler 30% 26%

TOTAL

100%

100%
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 upcoming 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.




Health care
diagnostics
solution
through
awareness
Working on
understanding of
diabetic solution,
through accu-chek
learn platforms and
academic level
program.




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
Our
competito
rs Score
6.5/10

How do we Score
7.8 /10


FACTOR /
NUMBER
Absolutely
Critical
Very Important Quite Important Nice to Have
Not
significant
Dont Want it
5 4 3 2 1 0
Reliability

Cost


Availability

Post Sale
Comfort

Quality
Roche Abbott Generic
Non Price Attributes Affecting
Customer Choice
%
weight
Product Related Marks obtained out of 100 (20 for each
attribute)
Reliable
35 25 22 12
Comfort
15 20 18 10
Service Related
Customer Care
20 23 16 0
Home delivery
30 18 15 0
Total 100 86 71 22
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

Parallel
Import
Generic
Market

Individual
Wrapping
System
Frequency
Rate

Awareness

Customers
++ + + + ++
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.
CEO In 2014
ANALYSIS INPUT ADDRESSED IN ACTION PLAN

Focus on new segment
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.
CEO In 2014
ANALYSIS INPUT ADDRESSED IN ACTION PLAN


Focus on new segment

Catering the health conscious individuals
market segment