The document discusses launching a new knee implant brand called Synoflex with innovative technology. The goal is to gain 1% market share within a year and achieve market leadership long term. The marketing objective is to increase the number of implants by 1,000 annually through stimulating new demand and retaining existing customers. The positioning focuses on Synoflex providing innovative technology for a better quality of life with durability and dynamic innovation. Promotion strategies include education programs, engaging KOLs/KBLs, and patient-centric campaigns sharing post-implant quality of life improvements.

1. Presented by:
Nitesh Kumar
Team - 3

2. THE BIG PICTURE

3. • Fundamental Entity: SYNOFLEX Knee Implant
• Goal: To launch a new brand with an
Innovative Technology in an already existing
category of knee implants
• Core Competence: Innovation and building
value by providing services/ education

4. Business Objective
• To gain 1% market share by
adding value to the product
Current Target (AP) Long Term
Aspiration
$ 12 Mn $ 13.12 Mn Market
Leadership

5.  MRP - $1200 MRP - $2500
Volume – 10000 Volume – 100
Synoflex Synoflex-GenNext

6. Marketing Objective
An Innovative Technology can influence the
quality of life
Focus - The existing set of customers
(Stimulate Demand Vs Retention)
To increase the number of Implants by
optimizing the strategic marketing efforts

7. SOURCE OF VOLUME
STIMULATE
DEMAND
EARN
ACQUISITIO
N
1 2
RETENTION 33 4

8. Positioning Statement
An Innovative Technology for Better Quality of
Life

9. MAIN VARIABLE: DURABILITY
•Long lasting (Lower wear rate)
DYNAMIC VARIABLE: INNOVATION (Quality of Life)
•Release of synovial fluid after insertion
•Release of anti inflammatory agents post surgery to curb the
auto immune responses and enhance acceptability of the
implant by the body.
•Advanced bearing surfaces; designed to help avoid excessive
stress in any one spot; and, are sized to better fit in patient
personal anatomy. Innovation
Durability

10. 2.5%
25%
12.5%
50%
10%

11. STP
Top Corporate
Hospitals,
Premium Govt Ins.
Top Corporate
Hospitals,
Premium Govt Ins.

12. Product- Features

13. Promotion
Education Based
• International Symposium – Product Launch
• Training Induction Programs for early
adopters
• Engage the existing KOLs/KBLs
• Engagement with MDAC – Advisory Board
• Online Information System – Compendium
• Aggressive Sales Promotion

14. Promotion
Value Driven (Service Based)
• OR Support
• CRM Team
Campaign Drive
Patient Centric
(How this Innovation going to improve the life of
People)

15. 1- Multi Level - NGO Involvement
2- Post Implant – Patient Data
How the surgery helped them to have a Better
Quality of Life
• Social Contribution
• Work Life Balance
Share the Insights with the HCPs (specially the Target Market)Share the Insights with the HCPs (specially the Target Market)

16. Place
• Same Channel Partners
• Advance Logistics
• Inventory Management