Cath Labs Industry Cath Labs Industry

Case2Case2 • Rising incidence of cardiac diseases is driving the

catheterization laboratory market in India in 2012.

Growth Drivers:• Increasing demand from government hospitals, corporate

healthcare providers, and private enterprises.• Easy availability of highly skilled professionals in the field of

cardiology and vascular care.

Major Vendors:• Philips  - Allura FC, StentBoost • GE- ComboLab  system• Siemens  - Artis Zeego system• Shimadzu - HeartSpeed 10F and 10C• Komega Impex

Changing Scenarios:• Previously, cath labs were used for study of blood flow and

blood pressure in the heart, but subsequently, they were used for coronary treatments.

• These days high image quality, ease of operation, optimization, reliability, after-sales service, low price, and multiple application features are some of the major desirable features in cath labs.

Challenges:• Quality, penetration and reliable after sales service.

References-www.medicalbuyer.co.in,www.placidway.com

Points before entering the Indian Market: Points before entering the Indian Market:

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• As the healthcare industry in India is on a rise, it is very important to do a complete market research of the existing competition.

• Identifying the potential number of customers and their density in different parts of the country is also very important.

• Whether importing the machinery as CBU (Completely Built Unit) or CKD (Completely knocked down) and assembling it in India or going for manufacturing in India itself.

• Analyzing the current average health trend (i.e. current common heart diseases, eating habits, expected diseases, etc.) of the Indian population and deciding accordingly the right time to enter the Indian market.

• Whether to go for company owned private centers or hospitals or poly clinic tie ups, etc.

• Comparing the prices with the competitors, studying and analyzing the demand of your product, quality offered, etc. need to be considered while deciding the price of the product.

• Clearance and licensing from the government entities before starting the business in India.

• Whether to go for merger and acquisition, partnership, etc. with an already existing local player.

• Adaptability and flexibility of the company to enter a new market altogether i.e. Indian healthcare industry and its changing scenarios .

References: Kotler, www.placidway.com, Prof Sahni

Marketing Strategy: Marketing Strategy:

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Segmentation:•Cost of each cathedral surgery ranges between $2000 and $2400 and thus the patients’ affordability range has to be considered.•Middle class, upper middle class and upper class has to be targeted initially.Targeting:•Multi specialty hospitals, ploy clinics, dedicated cardiac hospitals and research centers, government funded big hospitals example AIIMS, Safdarjung, etc.Positioning:•Metropolitan cities, big towns having population greater than 10,00,000 and upcoming cities example NCR regions.

Other points:•Tie ups or mergers and acquisitions with local players for a pre set marketing & sales team and distribution network will help reduce initial costs, employee generation and use of existing customer base.•Providing quality products at minimal costs possible to win the initial customers.•Setting up a reliable and strong after sales service network.•Catch the rural untouched market by providing cheap yet quality solutions.•Promotion well in advance before the launch to gain the early market share.

References: Kotler, www.placidway.com, Prof Sangeeta Sahni, Prof Bhattacharya, www.medicalbuyer.com

Current mobile market scenario Current mobile market scenario

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• Worldwide mobile phone market share is dominated by

smartphones.

• Android operating system(OS) based smartphones’ and iOS

based smartphones’ shipments accounts for 75% and 14.9% of

the market share in Q3, 2012.

• Symbian OS and Windows OS account for 2.3% and 2.0% of

the market share in Q3, 2012.

• Samsung and apple occupy for 23.7% and 6.1% of the market

share for Q3, 2012 compared to 18.7% of market share grabbed

by Nokia.

• Research In Motion, although still a market leader, expects to

start shipping its first BB10 devices in 2013. Motorola, once the

number 3 smartphone vendor worldwide, is redirecting itself

under its parent company Google.

• Nokia and RIM are just two vendors among many that feel the

competitive pressure of Samsung and Apple, but are striving to

create multiple points of differentiation to assert upward

pressure.

• The one time telecom giant- Nokia, who had its reputed products

spread over 50 countries, has announced a cut of 10,000 jobs,

and a shutdown of 3 facilities, by the end of 2013.

• Nokia valued at $150 billion in 2008 has slipped to only $6billion

in early 2012.

References: www.fonearena.com ,

worldwidegadget.blogspot.in

What went wrong for Nokia What went wrong for Nokia

Case4Case4 • Nokia’s downfall(since 2007) can be linked to the entry of Apple and Google

in the smartphone industry with their iOS and Android operating systems.

• Apple released its first model of iPhone in 2007 which lacked many

important features but included some revolutionary solutions such as

capacitive touch screen , pinch zoom, etc.

• In 2009, Google launched its ‘open source’ operating system; Android which,

is now the biggest smartphone platform within just 3 years of its entry.

• Both Apple and Google have captured almost complete global smartphone

market share.

• Nokia, on the other hand continued to go with Symbian OS lacking regular

updates and comparatively less functionalities, applications and user

friendliness.

• Symbian OS 3 launched with Nokia N8 was also not successful.

• Samsung came up with its completely new, repositioned mobile phones,

using its world class R&D facility which slowly and steadily started to

penetrate the market in which Nokia was enjoying the leadership .

• Nokia, announced its partnership with Microsoft in 2011 for making a range

of Windows based Smartphones but faced serious initial competition from

major players like Samsung and HTC and small players(in terms of market

share) like Acer, Asus, etc. and mixed reviews on its latest Windows OS

based model Lumia 900.

References: www.lemonbase.com, www.techland.time.com

How can the lost position be regained How can the lost position be regained

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• Nokia is still the largest mobile manufacturer company and has one of the largest market

shares and thus has time for revival before it falls down further.

• Nokia is selling a lot of entry level phones in South-Asian and African countries which are

largely contributed by Dual-SIM phones, Asha series phones and other phones based on Series

40 OS.

• Nokia currently holds a market share of 30% in India; the case is similar in most other

developing markets.

• Windows 8 which is gaining attention these days and positive reviews and feedbacks seem

promising for Nokia especially after the success of Lumia 900 over the past one year.

• Mozilla is prepping up an open source smartphone platform completely based on web

technologies such as HTML5 and JavaScript and Nokia might consider it as an alternative choice

to Windows phone.

• An appropriately aggressive market strategy for the latest launched Windows 8 phones can

further boost up the sales.

• Using its huge existing customer base, Nokia can Enter the tablet market i.e expand their

brand portfolio further and target new areas like other major mobile manufacturers like

Samsung, Apple, Blackberry, etc. can help Nokia regain the customers’ confidence and further

expand.

• Nokia should launch a few models in Android to catch the loosing market and gain customer’s

confidence

References: Kotler, Professor Sahni, Professor Bhattacharya, www.businesstoday.com,