go to market strategy for haematology

1. Go-To- Market strategy for
CBC machine

3. Successful Go To Market Program Includes
• Continuous Assessment
• Knowledge of markets, clients and competition thus causing reduced time to
market
• Delivering products and services with meaningful solutions to avoid wrong
path
• Engaging clients at every stage with effective communication and feed back
strategy thereby preventing risks of failure and brand damage

5. KEY DRIVERS in Go to Market Plan
• Customers
Understanding their Need
• Company
Its mission and Strategies
• Competitors
Overcoming Weakness

10. • GO TO MARKET STRATEGY

11. GO TO MARKET STRATEGY OMPONENTS
• Product Overview
• Potential customers
• Users and current problem
• Market Research
• Competitors
• Product positioning
• USP

12. 3-part Automated Hematology Analyzer – CBC 360-
NEO
• Measurement Principle : Electrical Impedance
• High Processing Speed: 60 samples /hour
• Multi-parameter estimation: 21 parameters categorized
according to the corpuscle type for easy reporting
• Completely automated for – Self-checking, background
test, calibration, sampling, dilution, mixing, printing,
dormancy, alarms, cleaning and maintenance
• Duel sample mode with low sample volume: Whole blood
(venous) mode: 10 µl; pre-pre-diluent (capillary) mode:
20 µl
• Audio alarm indication for abnormal findings or system
errors
• Memory: 100,000 (with histogram)
• Single Screen Display :easy to understand and interpret
KEY FEATURES

13. POTENTIAL CUSTOMERS
• Hospital Laboratories
• Commercial Service Providers
• Government Reference Laboratories
• Research & Academic Institutes
• Cancer research institutes
• Diagnostic laboratories

14. MARKET RESEARCH

15. VALUE PROPOSITION
• Current Problems of Users: Complexity of systems. Too many parameters
analysed and detected. However the important and clinical significant are
missed. Lot of data creates clouding effect in diagnosis of certain pathologies.

16. PRODUCT POSITIONING AND MARKET FIT
Perfect buy for laboratories looking for required
and only necessary parameters evaluation
Budget friendly and easy market penetration
Processing Speed 60 samples /hour Convenient deal
of small laboratories where samples for haematology
analyses are few in number

17. USP
21 Specific parameters categorized according to the corpuscle type
for easy reporting
COST: Rs. 20,0000
+ GST

18. GO TO MARKET
• SELLING STRATEGIES
• PARTNERSHIP STRATEGIES
• PRICING STRATEGIES
• METRICS

19. SELLING STRATEGIES
• SELF SERVICE
• INSIDE SALES MODEL
• FIELD SALES MODEL
• CHANNEL MODEL
DISTRIBUTORS

20. PRICING STRATEGIES
• Flat rate model
• User-based model
• Pricing per feature model
• Tiered model
• Pay-as-you-go model

21. Customer experience
• Build a Customer experience strategy and customer funnel to upgrade sales

22. METRICS
The key metrics are:
• Customer acquisition cost (CAC)
• Customer lifetime value (LTV)
• Channel-wise spending and revenue
CAC<LTV so good revenue
However, LTV:CAC 2:1 is optimum for new product launch

27. India haematology analyzer market has been segmented into following categories, in addition to the industry trends which have also been detailed below:
•India Haematology Analyzer Market, By Product Type:
oInstruments
oReagents & Consumables
oServices
•India Haematology Analyzer Market, By Price Range:
oHigh-End Hematology Analyzers
oMid-Range Hematology Analyzers
oLow-End Hematology Analyzers
•India Haematology Analyzer Market, By End User:
oHospital Laboratories
oCommercial Service Providers
oGovernment Reference Laboratories
oResearch and Academic Institutes
•India Haematology Analyzer Market, By Application:
oAnaemia
oBlood Cancer
oHaemorrhagic Conditions
oInfection Related Conditions
oImmune system related conditions
oOthers
oWest

28. •India Haematology Analyzer Market, By Automation:
oAutomatic Hematology Analyzers
oSemiautomatic Hematology Analyzers
•India Haematology Analyzer Market, By Region:
oNorth
oSouth
oEast

31. EXPECTED SALES AT LAUNCH

32. PROJECTED SALES AT LAUNCH