Exir Redeka Ltd. imports quality products from reputable manufacturers in Molecular Biology, Pathology, Lab. Automation and Robotics also unique products in Rapid Diagnostics and related areas in the field of Medicine, Pharmaceutical and Food industries. Exir Redeka Ltd. partners multinational companies such as BioGenex Inc. USA, NanoRepro AG Germany and Xiril AG Switzerland to offer technology of the day and unique services.

1. Company Profile!
!
2012

2. Business
in
Iran,
what
might
be
attractions ?
*
• Health
care
system
is
well
introduced
and
developed
• Less
legal
barriers
for
healthcare
professionals
is
selecting
their
needs.
• Less
availability
of
modern
tools
and
techniques
in
the
past.
• More
access
to
media
and
more
awareness
on
technology
of
the
day
by
all.
• More
number
of
consumers
than
most
of
the
well
established
markets
in
ME.
(75
million
population)
*
In
a
SWOT
context,
let’s
assume
this
defines
both
Strengths
and
Opportunities
although
different
in
nature.

4. Business
in
Iran,
what
might
be
major
concerns*?
• Restricted
financial
transaction.
• Vulnerable
to
conflicts
• Not
high
per
capita
spend
on
healthcare
budget.
• Some
foreign
investors
might
be
reluctant
to
strongly
present.
• Intellectual
Property
rights
existing
but
not
to
its
general
terms.
• Central
control
over
pricing
and
healthcare
service
fees.

5. What
is
needed
today
is…
Category
and
Specialized
selling
competencies
beyond
other
factors.
It
is
inevitable
to
possess
such
abilities
and
skills
to
be
a
market
leader
and
stay
as
such.
Selling
skills
to
specialists
already
moved
from
its
traditional
style
into
“meeting
specialists
and
adding
value
to
their
knowledge,
handling
patients
and
squeezed
hectic
schedule”
Therefore
needs
transformed
to:
-­‐ Specialized
Language
-­‐ Specialized
Techniques
-­‐ Specialized
Management
-­‐ Specialized
Services
And
so
on…

6. Market
Segmentation
based
on
purchase
potential
Price
Quick Market Presence
Quality
Supply Continuity
Automation
Premium Service
Niche Market

7. Market
Segmentation
based
on
purchase
potential
We
divided
the
clients
40%
Institutions
Product
A
Into
4
major
target
groups:
This
is
based
on
their
potential
impact
on
sales:
35%
Private
Product
A
1-­‐
Institutional
Labs.
2-­‐
Privately
Established
.
3-­‐
Pharmacies.
18%
Pharmacies
Product
A
4-­‐
Research.
The
joint
marketing
strategy
can
be
utilized
by
shared
finance
and
mutual
promotional
packages
by
both
parties.

8.
Geographical
Sales
Potential
PRODUCT
A

9. Tehran
top
performers
Product
A
Packs/Month
3,500
3,000
2,500
2,000
1,500
1,000
500
0
Tehran
total
est.~
22500
packs/month
latest
in
April
2012,
Data
by
Exir
Redeka
Ltd.
direct
collection

10. Provinces
Top
10
performers
Product
A
Packs/Month
4,500
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
0
Inst.
Lab.
Inst
Pvt.
Inst.
Inst.
Inst.
Pvt.
Pvt.
Inst.
Alzahra
Dr.
Mohajeri
Ghaem
Central
Cyto-­‐Genetic
Namazi
Faghihi
Clinic
Dr.
Izadi
Lab.
All
other
All
other
Hospital
Lab.
Hospital
Pathology
Dept.
Medical
Hospital
provinces
provinces
Omid
Cance
Univ.
Hospital
Top
10
Provinces
top
performers
total
est.~
10300
Packs/Month
latest
in
April
2012,
Data
by
Exir
Redeka
Ltd.
direct
collection

11. Total
Packs
/
Month,
Tehran
+
Top
10
provinces
40,000
35,000
32,550
34,550
30,000
25,000
22,250
20,000
15,000
10,300
10,000
5,000
2,000
0
Tehran
Province
Tehran
+Provinces
All
other
RESEARCH
SUB
TOTAL
labs
NOT
in
the
list
Total
est.~
34500
Packs/Month
latest
in
April
2012,
Data
by
Exir
Redeka
Ltd.
direct
collection
*
Only
top
5
provinces
considered

12. Product
A
Competitive
Landscape
&
Market
Players
Iran

13. Current
Market
Size
and
Main
Players
Market
Characterized
by:
• No
new
comer,
a
calm
market
for
those
existing
• Low
quality
service
• Long
delivery
time
and
unspecified
• Collecting
orders
for
each
Q
at
one
go.
• Collecting
cash
upon
delivery.
• No
marketing
essential
tools
-­‐ Maintenance
by
technical
staff
on
trial
and
error
-­‐
Low
English
proficiency
and
high
staff
turnover

14. A
long
waited
market
for
New
Products!

15. Why
Exir
Redeka
Ltd.?
There
are
obvious
and
evidence
based
reasons
which
lies
behind
the
experience
of
the
management
and
their
level
of
specialized
knowledge.
-­‐ More
than
15
years
of
experience
with
Multinationals
-­‐ Managing
a
sales
revenue
of
80
USD
mio
or
so
annually
-­‐ Managing
more
than
50
employees
and
building
specialized
teams
-­‐ Understanding
the
brand
control
-­‐ Expecting
the
unexpected,
others
usually
entrapped
in
-­‐ Introducing
the
strongest
entry
channel
-­‐ How
to
be
the
MoH
partner
of
choice
-­‐ Optimizing
the
time-­‐consuming
regulatory
process
when
possible
-­‐ Launching
products
the
way
brings
long-­‐term
values
for
both
parties

16. Import
and
distribution
diagram
at
a
glance
Supply
Chain
Scientific
and
Quality
MOH
Control
Medical
Equipment
Office
Pathology
Department
• Inspection
Toos
Hospital
• Pricing
• Licensing
Sales
Orders
Service
and
Maintenance
Field
visits
Distribution
to
Tehran
and
Provinces1
1
Distributor
for
Provinces
Province
Service

17. Strong
and
simple
business
analysis
and
forecasting
tools
any
shortage
can
kill!
We
are
using
simple
and
alarming
sheets
to
remind
us
the
order
gaps,
overstock,
highly
consumed
and
slow
moving
inventory
plus
many
other
information
we
might
be
in
need
of.
We
also
constantly
monitor
the
sales
behavior
of
the
products
against
activities
and
external
forces
in
order
to
find
out
and
prevent
any
disturbance
at
the
beginning
and
when
they
just
reacted
slightly
unusual.
We
always
enjoy
working
with
productive
systems
and

18. Fast
Local
Operation
Support
Specialized
Low
Cost

19. Exir
Redeka
Ltd.
No.
09,
Hedayat
Sq.,
Darrous
Tel:
021
22
78
34
87
Fax:
021
22
55
62
39
info@redeka.ir
12/21/12