MEA Launch Week Sales and Positioning Strategy...2019/09/17 · Positioning Neonatal Ventilation...
Transcript of MEA Launch Week Sales and Positioning Strategy...2019/09/17 · Positioning Neonatal Ventilation...
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MEA Launch Week
Sales and Positioning Strategy
Dubai October 2nd 2019
Fortune Teller – Margarita Singer
Agenda
1. Positioning Strategy
2. Sales Strategy
Agenda
1. Positioning Strategy
2. Sales Strategy
Buying criteria for a (Neo-) Ventilation Device?
▪ Ventilation Modes
▪ Technical Specifications
▪ Safety
▪ Hygiene / Infection Control
▪ Ease of use
▪ Ease of movement
▪ Ergonomics
▪ Product Design
Comprehensive
Services
Protective
Therapies
Care-centred
workplaces
Connected
Technologies
Product
Performance
Features
Product Positioning
Qualifying customers
Pricing & Positioning
What is the ‘right‘
CRP for the new V/VN-
series ventilators?
Purely inside out
Disregarding market realities
Disregarding customers’
willingness to pay
Customers not interested in
internal costs and target margins
1 Cost-plus pricing(COGS/TP plus target margin mark-up)
Disregarding a potentially higher
differential value
High risk of underselling
High risk of inducing a downward
price spiral
✓Only applicable for true me-too
products
Competitive pricing(Competitor price plus mark-up/mark-down)
2
✓Customer in the focus
✓Aligned with market realities
✓Regards efforts to improve
innovation
‼ Sound understanding of customer
value perception required
3 Value-based pricing(Customers willingness to pay)
✓
Price Value Evaluation
Value Stairway
Protective
therapies 1
value 1
value x
competitor
advantages
Basic
value
Dräger
added value
cu
sto
mer
perc
eiv
ed
valu
e
Customer
is willing
to pay
or …
Customer
Target
Price
Dräger
?
value 6
Protective
therapies 2
Connected
Technologies
Care-
centred
Workplaces
Comprehen-
sive Services
Positioning new RC portfolio from 2020Current RC portfolio till end of 2019
8
10
12
15
25
20
€
Savina 300
Select
Savina 300
Classic
Babylog
8000
Savina
Carina
Evita
V600
Evita
V800
6
Evita
V300
Evita
V500
Babylog
VN500Babylog VN
600/800
Positioning portfolio 2020
Evita V600/800 vs Competition
CRP‘s €
Evita
V600
Evita
V800
PB 980
Ham. G5/C6
Servo U
GE R860
SV800
SV600
Servo U
PB 980
Ham. C6/S1
Savina
Savina 300
Select
Savina300
Classic
Elisa 800
8
10
14
18
26
22
30
Basic Mid High
Positioning port folio 2020
Universal and Neonatal ventilation
Evita V600
Option NeoFlow
Evita V800
Option NeoFlow
Babylog VN600
Option HFO
Babylog VN800
Option HFOOption HFO
Babylog VN500
Basic Mid High
15
21
24
27
30
35
12
Product
Performance
Price*
Babylog
VN600
€
30,000
20,000
10,000
Product Positioning
Neonatal Ventilation Portfolio – FUTURE / Competition**
* worldwide average CRP / **rough Positioning only
Evita V600
NeoFlow
Evita V800
NeoFlow
7,500
Babylog
VN800
SLE ‘5000’
Stephan
‘Stephanie’
Maquet
‘Servo i’
HUL ‘Leonie’ Acutronics
‘Fabian HFO’
SLE ‘6000’
Maquet
‘Servo N’
Phase out of Babylog 8000 plus
?
New Product Introduction | 17.09.2019
Positioning
TodayP
rice
Performance
Babylog
VN500
New Product Introduction | 17.09.2019
Positioning
TomorrowP
rice
Performance
Babylog
VN600
Babylog
VN800
This market
segment will be
left out in the
coming years
New Product Introduction | 17.09.2019
Positioning
TomorrowP
rice
Performance
Babylog
VN600
Babylog
VN800
This market
segment will be
left out in the
coming years
Evita V600
with Neo
option
New Product Introduction | 17.09.2019
Positioning Neonatal Ventilation portfolio 2020
Babylog VN600/VN800 vs Competition
€
Babylog
VN600
Option HFO
Leoni Plus,
HFO
Fabian
HFO
Stephanie
HFO
Servo N
HFO
Servo N
HFO
18
21
24
27
33
30
Babylog
VN800
Option HFO
Agenda
1. Positioning Strategy
2. Sales Strategy
Release timeline
Official Launch: ArabHealth 2020, January 27th -30th 2020, Dubai, UAE
CE mark availability: January 2020
FDA approval is already pending, expected in Feb 2020
Last order entry for V-Classic (V300, V500, VN500) – March 31st 2020
Only 3 months transition period
Countries with longer local approvals – the timeline will be extended
Sales Strategy:
• Strategic deals delivery 2019 – V-classic/ VN-classic
• Strategic deals delivery Q1 2020 – discuss with your area manager and Margarita
Singer, potentially offer new v-series and vn-series
• Ideally we stop offering v-classic after ArabHealth 2020
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