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GROUP MEMBERS
SYED MAAZ HASAN 6012
OVAIS YOUNUS 6139
SYED ZOHAIB HASAN 6152RAFAY ALAM 6182
S.M. MOBEEN ZAFAR 6083
FAIZAN KHALID 6261
ASAAD AZEEM BAIG 6177
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The Business We are InTo focus on pharmaceuticals and diagnostics with highquality and research based medical solutions.
We want toPassionate about transforming patients lives. We do this todayto build a better tomorrow
Regions
All across Pakistan. The country has been divided into fourmain regions East, West, South and North.
Consumers and UsersPatients
Health Professionals
Health conscious individuals
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NeedsReliabilityConvenienceFocus on family's health, and hygiene
Accurate medical solutions
Added ValueCustomer 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.
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PatientsEnduser/applications
Products
Health Professionals Health conscious individuals
End User
RetailerRetailerChannels
Whole sellerDistributor
The Company
Channels
Accu chek,free
Style optium, one touch
medisign
Accu chek,free
Style optium, one touch
medisign
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Health conscious market segment containsindividuals who are not diabetic patients butconcerned about there health and in thatprocess time to time they under go test to
determine whether or not they have beendiagnosed diabetic.
This has been deemed a gap which any of the
player has not been able to tap as yet sothere is a high chance to cover thisopportunity.
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MARKETSEGMENTS 2009 2010 2011 2012 GROWTHPER ANNUM
ON AVG
Patients
HealthProfessionals
Total
.855
.0316
.8866
.929
.0340
.963
1.016
.0368
1.0528
1.12
.04
1.16
8.56%
7.5%
16.06%
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MARKET SEGMENTS
MARKETSEGMENTS 2013 2014 2015 2016 GROWTH PERANNUM
Patients
HealthProfessionals
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%
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Increase in the market size up to 2.54 %(from 16.06% to 18.6%)
It shows the emerging growth in the market
EffectsHigh industrial Profitability.
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The ever-growing population of diabetespatients, currently prevailing rate of diabeticpatients in Pakistan is 9.2%
Every ten seconds a person is diagnosed as adiabetic patient.
Expanding economies and growing affluence
in countries of the Pacific Rim includingPakistan create additional opportunities tosell glucose monitoring products.
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Attempts by health care professionals,insurance companies, and diseasemanagement companies to educate diabetespatients on the importance of SMBG.
Advances in SMBG testing technology thatmake it easier and more convenient toperform testing.
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PRODUCTSEGMENTS
INTRODUCTION GROWTH MATURITY DECLINE
Roche (Accu chek
performa)+++
Abbott (optium) +++
J & J (one touch)
+++Generic Players( u-
chek, glucocart &
medisine)
+++
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Due to the increase in the overall market by2.54% the chances of the brand could shifttowards maturity stage in the overall market.
This may effect to have an entry for newcompetition in the market.
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COMPETITION Market Share PatientHealth
Professionals
OVERALL
1 Roche 50 % 60 40 100
2 Abbott 30 % 75 25100
3 Generic 20 % 100 0 100
Historical growth 8.56% 7.5%
Projected growth 10% 8.6%
Industry
profitability++ +
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DISTRIBUTION 2013 2016
retailer 70% 74%
Wholesaler 30% 26%
TOTAL 100% 100%
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According to the survey research from theretail stores and we get in to the assumptionthat the retail stores will lead instead ofwholesaler with the rate of 4% after 3 years.
Reason behind that the awareness of aproduct is not quit significant and usuallypatients will get the product through nearretail general stores and home deliveryservice.
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STRENTHS
Research Based
Product
Differentiation
Strategy
High Market Share
WEAKNESSES
PerformanceRigidness
Short Product Range
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OPPORTUNITIES
Increasing
Prescribed Market
Capture new
market segments
THREATS
Buying Pattern
Fear Of New Rivals
(Due To Less ProductRange and high price)
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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 strategiesaccording to the related industry
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Doing now what
patients need next
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Environment makes RO HE DifferentHOW ?
To specifying the target populationbetter medicines, better diagnostics testwith innovative people having freedomand diversity to pull all their effort,
ideas and frame into reality
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Current Annual Sales are PKR 800 million,which Roche aims to enlarge up to PKR 1billion in 12 months time period.
In the next 3 to 5 years the intent is toachieve the annual sales of PKR 2 Billion.
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Health care
diagnostics
solution
through
awareness
Working on
understanding ofdiabetic 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
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FACTOR /
NUMBER
Absolutely
CriticalVery Important Quite Important Nice to Have
Not
significantDont Want it
5 4 3 2 1 0
Reliability
Cost
Availability
Post Sale
Comfort
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Quality
Roche Abbott GenericNon Price Attributes Affecting
Customer Choice
%
weightProduct Related Marks obtained out of 100 (20 for eachattribute)
Reliable35 25 22 12
Comfort15 20 18 10
Service Related
Customer Care20 23 16 0
Home delivery
30 18 15 0
Total 100 86 71 22
Has quality gone up/down (+/-)
In past 4 years
+ + -
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Parallel Import
Generic Market
Individual Wrapping System
Frequency Rate Of Testing In Pakistan (Working On 7 Times a
Day)
Awareness
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Issue Name Parallel
Import
Generic
Market IndividualWrapping
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+ + + ++
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What How Who When
Focus on new segments
New Product
Range
Through innovation &awareness regarding the
diabetes.
CEO In 2014
ANALYSISINPUT ADDRESSEDINACTIONPLAN
Focus on new segmentNot only Diabetic patient but fitting tool for
family health care.
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What How Who When
Focus on new segments
New Product
Range
Through innovation &awareness regarding the
diabetes.
CEO In 2014
ANALYSISINPUT ADDRESSEDINACTIONPLAN
Focus on new segment Catering the health conscious individuals
market segment
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QU STIONS
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