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CITIZEN SYSTEMS
Healthcare products
CITIZEN SYSTEMS JAPAN
ISLAND GATE
General Trading Co LLC © 2015
Blood Pressure Monitors
CITIZEN History
CITIZEN SYSTEMS JAPAN CO.,LTD
Island Gate © 2015
Healthcare products
Consumer electronic
Information systems
CHU503
Mobile Line Thermal
Printer
Line Thermal Label
Printer
...
Nebulizers
Thermometers
Blood pressure
monitors
Type of Healthcare Products
CITIZEN SYSTEMS JAPAN CO.,LTD
Island Gate © 20...
All CITIZEN products are assembling in China
due to cost effective labor and production cost
same as other brands, the qua...
CITIZEN obtained all necessary international certificates of ISO and
CE, EC and FSC.
CITIZEN has 3 different sites as foll...
• Customers became choosy and sensitive
• Look for a reliable brand
• Trustable quality
• After sales service.
CITIZEN
• R...
• Omron, CITIZEN, Microlife
Don’t let CITIZEN compared with unknown or lower category brands.
Facing Competitors
CITIZEN S...
• Market share is people identifying themselves with your business,
company, product, or services.
• How to increase the m...
• How to create demand?
Omron
YES!
I really need one
Country of Manufacturing
CITIZEN SYSTEMS JAPAN CO.,LTD
Island Gate © ...
Country
Distributor
Medical
Centers
End-User
Wholesalers
Smaller
Retailers
End-User
Pharmacy
Chains
End-User
End-User
Dist...
 Pharmacies
 Clinics & Hospitals
 Medical shops
 Electronic outlets & Hypermarkets
Where are the possible target marke...
 Gift & Advertising companies
 Household retailers
 Bundle with other products or point reward programs
 Online sale
...
CITIZEN Healthcare products can be suggested by
1. Cardiovascular Doctors
2. General Doctors
3. Kidney specialist
4. Famil...
 They are using a competitor’s product;
 They are happy using manual methods and devices;
 They don’t realize they can ...
How CITIZEN help doctors?
1. Doctor train the patient how to
measure properly
2. Patient measure the blood
pressure daily ...
Benefits for doctors
Extremely accurate results if measured
properly
Daily follow up of the patient progress
More informat...
CITIZEN covers all market segments
Market Segments
CITIZEN SYSTEMS JAPAN CO.,LTD
Island Gate © 2015
• Represent the value of the product
• The perceptions of customers
• A relative position against other competitive
Pricin...
Personal use
In every home minimum one BPM is required.
Clinical use:
While visiting any doctor the first step is to
measu...
Training topics:
 Importance of home healthcare;
 Importance of regular blood pressure monitoring;
 Effects of high blo...
 Differences in quality;
 Differences in design;
 Differences in features;
 Differences in price;
 Consumer understan...
Why to advertise?
 To make more sales;
 To increase product awareness, benefits of products, necessity of controlling he...
CITIZEN designs all types of marketing materials to reach
all sectors of the population
Advertising Examples
CITIZEN SYSTE...
Advantages of CITIZEN Healthcare products:
 CITIZEN BPM’s Irregular Heart Beat Indicator;
 CITIZEN BPM’s Body Movement I...
 Body Movement Indicator
Body movement indicator is a great feature in CITIZEN BPMs. If
the patient move his hand or body...
1. Brand name:
 Very well known, Trustable
2. Quality:
 2 years replacement warranty
 Failure rate less than 0.5%
 Ver...
2012 2013 2014 2015 2016
High end
Middle end
Low end
Super
Low end
CH452
CH453
CH437
CH456
CH453 AC adapter
CHU503
CH452 A...
2012 2013 2014 2015 2016
High end
Middle
end
Low end
Super
Low end
CH657
CH650
CH617
CH618
BPM Wrist Type
CITIZEN SYSTEMS ...
• Standard Warranty of CITIZEN healthcare :
- Products is three 3 years for all Dealer Partners commencing from
the date o...
• Responsibilities for Our sales rep.
– Market survey (Quarterly)
• Market share for BPM
• Sales network VS Share (Hyperma...
Example
Market share (QTY)
Chinese/Taiwanese
OEM
No point to compare
Brand company
Direct competitors
are Omron,
Microlife...
Market share less than 3%
You do not know what to do
Market share 3 %
You are having problem to expand
Market share 5-10 %...
Once we understood the consumer we invest more strategically on him.
Differentiated promotions on specific customers and c...
Market share less than 3%
You do not know what to do
You need to convince who we are. Your
proposal is not reasonable enou...
Market share 3 %
You are having problem to expand
You need to focus your resources and set
Target customers or Models.
You...
Market share 5-10 %
You are competing for No2 position.
You need commitment for increasing sales by ADV.
Once ADV is done,...
Market share over 10 %
You start competing to Omron.
You are ready to take No2 position
but big stores do not want to buy
...
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CITIZEN Kenya Market Presentation

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CITIZEN Kenya Market Presentation

  1. 1. CITIZEN SYSTEMS Healthcare products CITIZEN SYSTEMS JAPAN ISLAND GATE General Trading Co LLC © 2015 Blood Pressure Monitors
  2. 2. CITIZEN History CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  3. 3. Healthcare products Consumer electronic Information systems CHU503 Mobile Line Thermal Printer Line Thermal Label Printer Compact Line Thermal printer Photo Printer Compact Line Thermal printer Digital BPM Digital Thermometer Ultrasonic Nebulizer Digital Ear Thermometer CTA303 CUN60 CTD504 Scientific Calculator Printer-equipped Calculator Semi Desktop Calculator Electronic Dictionary SR-270X CX-32N DM1230 ED1600 CMP-20/30 CL-S400DT CT-S851 CT-S281 CX Series Watches Classic Design Black Edition Luxury Gold Eco Drive NP4033 AT400-02E BM6542-56P BY0000-56E CITIZEN Products CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  4. 4. Nebulizers Thermometers Blood pressure monitors Type of Healthcare Products CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  5. 5. All CITIZEN products are assembling in China due to cost effective labor and production cost same as other brands, the quality control is done by Japanese engineers in CITIZEN factories using high quality components; Technology, and R&D is by CITIZEN Japan but assembling in Chinese factory belongs to CITIZEN Japan. Country of Manufacturing CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  6. 6. CITIZEN obtained all necessary international certificates of ISO and CE, EC and FSC. CITIZEN has 3 different sites as follows: Each site has 1 CE certificate and 1 ISO certificate. Each product has 1 EC Declaration of Conformity and each model number has 1 Free Sale Certificate from Japan and 1 from China. 1. CITIZEN Systems China 3. Vega Technology 2. Health & Life Certificates & Sites CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  7. 7. • Customers became choosy and sensitive • Look for a reliable brand • Trustable quality • After sales service. CITIZEN • Reputable and reliable brand name. • Strongly accepted by customers and end- users. • 3 main advantages to others: Quality, Brand Name, Price. Value for money Brand Sensitivity CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  8. 8. • Omron, CITIZEN, Microlife Don’t let CITIZEN compared with unknown or lower category brands. Facing Competitors CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  9. 9. • Market share is people identifying themselves with your business, company, product, or services. • How to increase the market share? The first step to create your own share of the market is: Market Share CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  10. 10. • How to create demand? Omron YES! I really need one Country of Manufacturing CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  11. 11. Country Distributor Medical Centers End-User Wholesalers Smaller Retailers End-User Pharmacy Chains End-User End-User Distribution Structure CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  12. 12.  Pharmacies  Clinics & Hospitals  Medical shops  Electronic outlets & Hypermarkets Where are the possible target markets? Target Market CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  13. 13.  Gift & Advertising companies  Household retailers  Bundle with other products or point reward programs  Online sale  Air lines, Airport Duty Free, Corporate Staffs, etc Innovative target markets Target Market CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  14. 14. CITIZEN Healthcare products can be suggested by 1. Cardiovascular Doctors 2. General Doctors 3. Kidney specialist 4. Family medicine How to interest them 1. Expert medical representative to visit them 2. Gift items to be given to them (promotional gifts or some samples to use in their clinic) 3. Launch plan 4. Events 5. Sponsoring them in different occasions Change the Mind of Doctors Doctors Suggestion CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  15. 15.  They are using a competitor’s product;  They are happy using manual methods and devices;  They don’t realize they can improve their current circumstances by using new digital devices. NO! We are not interested. Why?! Beat Up Resistance CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  16. 16. How CITIZEN help doctors? 1. Doctor train the patient how to measure properly 2. Patient measure the blood pressure daily from home 3. Doctor gets the results, diagnose the treatment and advice the patient 3 EASY STEPS Assisting Doctors CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  17. 17. Benefits for doctors Extremely accurate results if measured properly Daily follow up of the patient progress More information for a better diagnose & treatment of the patient Easy to use devices for all ages Assisting Doctors CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  18. 18. CITIZEN covers all market segments Market Segments CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  19. 19. • Represent the value of the product • The perceptions of customers • A relative position against other competitive Pricing Categories CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  20. 20. Personal use In every home minimum one BPM is required. Clinical use: While visiting any doctor the first step is to measure your blood pressure. Where to use CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  21. 21. Training topics:  Importance of home healthcare;  Importance of regular blood pressure monitoring;  Effects of high blood pressure on the body;  Necessity of controlling BP for Hypertension, Diabetic, Kidney failure and pregnant;  CITIZEN advantages among its competitors;  Technical Training;  Effect of sales person on the customer. Training Sesions CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  22. 22.  Differences in quality;  Differences in design;  Differences in features;  Differences in price;  Consumer understanding of the products and services they are buying;  Marketing and promotion, especially advertising;  Differences in location and availability of services and products;  After sale service;  Brand reliability; Everyone is doing better, we need to do different. How to compete with direct competitors and pushing our brand to higher levels of the shelf: Do Different CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  23. 23. Why to advertise?  To make more sales;  To increase product awareness, benefits of products, necessity of controlling health, how easy to use the devices at home;  To generate store traffic;  To reach new customers;  To create and maintain a brand identity;  To communicate a change in the existing product line;  To introduce a new product or service; How to advertise:  Participate in the local exhibitions.  Print Advertising: Newspapers, Magazines, Brochures, Flyers;  Outdoor Advertising: Billboards, Kiosks, Trade-shows and Events;  Broadcast Advertising: Television, Radio, Internet, Public Service Advertising. Invest in your local market to build the brand, enjoy selling CITIZEN for long time Advertising: Why, Where & CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  24. 24. CITIZEN designs all types of marketing materials to reach all sectors of the population Advertising Examples CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  25. 25. Advantages of CITIZEN Healthcare products:  CITIZEN BPM’s Irregular Heart Beat Indicator;  CITIZEN BPM’s Body Movement Indicator;  CITIZEN CH456 BPM largest LCD screen;  CITIZEN CH657 BPM slimmest wrist type in the world;  CITIZEN Thermometers water resistance and fully washable;  CITIZEN Thermometers made of Antibacterial Materials;  CITIZEN IR Ear Thermometer doesn’t require disposable probe;  2 years replacement warranty;  Premium quality, high accuracy & Art of Japanese Engineers. Highlighted Advantages CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  26. 26.  Body Movement Indicator Body movement indicator is a great feature in CITIZEN BPMs. If the patient move his hand or body while measuring his/her BP, the device will alarm. This feature helps providing the patient with the exact BP measurement, since the measurement cannot be proper if the person moves.  Irregular Heartbeat Indicator IHB is another unique great features of CITIZEN BPMs; This feature makes the BPM more than a simple BP measurement device, and if the patient has irregular heart beat the device will warn and brings awareness to the user. CITIZEN BPM Features CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  27. 27. 1. Brand name:  Very well known, Trustable 2. Quality:  2 years replacement warranty  Failure rate less than 0.5%  Very high accuracy  Clinically validated  ESH protocol  CE certified  Selling worldwide  Antibacterial thermometer 3. Design  Innovative designs  User friendly features  Body movement indicator  Irregular Heartbeat indicator  Large display LCD  Ac adaptor & battery using options  Large cuff for obese or people with large arms CITIZEN Advantages CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  28. 28. 2012 2013 2014 2015 2016 High end Middle end Low end Super Low end CH452 CH453 CH437 CH456 CH453 AC adapter CHU503 CH452 AC adapter BPM Arm Type CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  29. 29. 2012 2013 2014 2015 2016 High end Middle end Low end Super Low end CH657 CH650 CH617 CH618 BPM Wrist Type CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  30. 30. • Standard Warranty of CITIZEN healthcare : - Products is three 3 years for all Dealer Partners commencing from the date of delivery of products. - Three years for the end-users commencing from the date of purchase. • Technical Support terms and conditions is available upon request. Warranty CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  31. 31. • Responsibilities for Our sales rep. – Market survey (Quarterly) • Market share for BPM • Sales network VS Share (Hypermarket, OTC, hospital etc.) Example Responsibilities CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  32. 32. Example Market share (QTY) Chinese/Taiwanese OEM No point to compare Brand company Direct competitors are Omron, Microlife, Beurer, Japanese What we have seen CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  33. 33. Market share less than 3% You do not know what to do Market share 3 % You are having problem to expand Market share 5-10 % You are competing for No2 position. Market share over 10 % You start competing to Omron. What we have seen CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  34. 34. Once we understood the consumer we invest more strategically on him. Differentiated promotions on specific customers and country areas Smart investment What do we have to tell to our consumer Where we find them, how we reach them Exhibition, Pricing, Assortment, Execution Win with customers vehicles We need to understand where to play to maximize our resources. What products are winning or losing against competition Market opportunities What we have seen CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  35. 35. Market share less than 3% You do not know what to do You need to convince who we are. Your proposal is not reasonable enough for them. You can not visit all of small pharmacy and they are not in mainstream. Need to ask yourself: Where is breaking point? You do not know your market size. Your customer is weak and small. They do not want to compete with big players, so they need something unique. * Pricing * New products * I do not like this and that… What we have seen CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  36. 36. Market share 3 % You are having problem to expand You need to focus your resources and set Target customers or Models. You need commitment for increasing sales by ADV. Starting from limited ADV for more appearance and more opportunities You start selling well at limited Customers. You know who can buy more… But no approach from big stores. * Pricing *No ADV but need ADV cost What we have seen CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  37. 37. Market share 5-10 % You are competing for No2 position. You need commitment for increasing sales by ADV. Once ADV is done, many of bigger stores will ask you about CITIZEN products. You shall enhance reputation. Now your target is No2 Supplier! You need to compete No 2 Suppliers. You are almost to enter big stores. Recognition from End user is weak. *Unique products *No ADV but need ADV cost What we have seen CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015
  38. 38. Market share over 10 % You start competing to Omron. You are ready to take No2 position but big stores do not want to buy only few products from you. You need to request to CITIZEN or you need to add products from some source. You start catching upstream but you do not have wide range of products * Full range of Product lineup * More request to CITIZEN What we have seen CITIZEN SYSTEMS JAPAN CO.,LTD Island Gate © 2015

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