Marketing And Sales

Internship
New Marketing Landscape for Illumina 360 Degree-a breast
thermography system
Presented by:-Anisha Ekka
anisha.p17003@iimtrichy.ac.in
 Industry Analysis
• Interferences:- Moderate barriers to entry because
of “Make in India Initiative” and
a. Growing population, rising income removal of bureaucratic hurdle in
doing business.
levels and changing disease profiles
call for high quality med-tech to
bridge the gap between demand and

+
Bargaining ability
of the buyer is
supply of healthcare, making India an high in
Bargaining
Rivalry is Power of
extremely attractive market. determining the + moderate + Suppliers is High
price and
to high as they have lower
b. Government initiative of 100% FDI, the subsequent
profitability for switching cost.
SEZs and commitment to raise public the supplier.
healthcare expenditure to 2.5% of
Threat of Substitutes is High as
GDP facilitates doing business in market is characterized by a dominance
India. of physician’s preferences and as
a result high chances of product
switching due to innovation.
Company Background
CURA Healthcare is manufacturer and supplier of world class Imaging Diagnostics and Critical
care products. Established in 2001, CURA manufactures range of Digital Radiography and
monitoring system to empower .

Vision: To create superior value by saving lives through relentless innovation, consistent
reach and service excellence, ensuring a sustainable growth towards a healthy future.

Mission: To develop and deliver world-class healthcare solutions in the most cost-effective
way, offering intelligent optimization of healthcare investment and superior customer
experiences.

CURA Healthcare has launched world’s first, robot-assisted digital 360 degree breast
thermography device, an early breast cancer warning system for all age groups.
 Situational Analysis for Illumina 360°
• A survey carried out by Indian
Gynecologists
Radiologists
Council of Medical Research
(ICMR) in the metropolitan
cities viz. Delhi, Mumbai,
Bangalore and Chennai; from
1982 to 2005; has shown that
the incidences of breast cancer
have doubled.
• Therefore targeted the doctors
in Delhi.
• Breast cancer screening
Women
method without causing pain
due to compression, without
non-ionizing radiation and
without human touch.
• Value proposition:- Product
innovation and leadership with
complete customer solution.
• Overall, 1 in 28 women is
likely to develop breast cancer
during her lifetime.
• In urban areas, 1 in 22 women
develops breast cancer during
her lifetime as compared to
rural areas where 1 in 60
women develops breast cancer
in her lifetime.
• Value Proposition:- An early
breast cancer warning system
for all age groups.
 Inferences from women’s survey data

On the belief of number of times one need to
attend the screening process, 64.7% of women
want the screening to done periodically.
Also breast cancer is the most common cancer
in women in India and accounts for 27% of all
cancers in women.
Adult female population(Delhi) =68,63,601 Female population growth rate(Delhi) =21.21%
Target female population(Delhi)=178454 Estimated future market potential= Rs. 7.7 billion
Average selling price= Rs. 1800
No. of visits in a year =2
Current market potential= Rs. 5.7 billion
Inferences from doctors’ survey data

On an average 20% of the hospital/Clinic in No. of potential hospitals (Delhi) =24

Delhi have breast screening as a regular health Average selling price= Rs. 30 lakhs
checkup criteria.
No. of device sold =1
Current market potential= Rs. 72 million
Market Analysis

TAM • Total Available Market

• >In Delhi 172 hospitals

• Serviceable Available
SAM Market
• >71 Diagnostic centers, government
and private hospitals

• Serviceable Obtainable
SOM market
• > 24 Hospitals and diagnostic centers
 Marketing Mix
• Promotion through more conferences, research papers, digital marketing will create
awareness and reliability about Illumina 360, thereby increase the brand equity of CURA
Healthcare.
Because Evidence
Research papers are trusted by the doctors and are a way to convince the Evidence includes that Dr Manju Virmani from Handa Diagnostic Centre,
doctors about Illumina 360. Dr Anuradha Tuli and Dr Manju from Appollo were interested in the
Research papers published about the product.

Conferences are one of the modes to bring together the doctors so that Evidence includes that Dr Anuradha Tuli, Dr Dolly Marya and
they can discuss the pros and cons about the product which will create Dr Yuvakshi Juneja had queries about conferences.
awareness and one can retrieve better feedback about the product.

Digital marketing will continuously keep updating about Illumina 360 to Evidence includes that Dr Manju Virmani asked for research papers again
the doctor so that they are aware about the product and won’t forget. though she was Contacted earlier.
 References
• http://www.cura.in/
• https://www.swissnexindia.org/wp-
content/uploads/sites/5/2017/05/Medtech_Report_Updated_May2017-
2.pdf
• http://cancerindia.org.in/statistics/
• https://www.census2011.co.in/census/state/delhi.html
Contact No:- 8340454230