Photonic Glucose Sensor on Russian Market, страница 4

·  Ability to avoid the risk of hypoglycemia

People with diabetes are usually afraid that their blood sugar can drop seriously while they are asleep. With PGS they can be calm about it because its alarm signal will inform them the minute when a potential drop in sugar is detected. This option is also very useful for those who care for a diseased child and are afraid to miss the early symptoms of hypoglycemia.

·  Convenience of usage

-  PGS is totally non-invasive. So it does not require blood sampling to measure glucose level. This is especially useful for those whose children are afraid of blood.

-  PGS has small size, light weight and convenient armband

-  PGS is very easy to use for there is only one button.

·  Cost efficiency

Although, the price for PGS will be higher than for usual glucose sensors, it will be more cost-efficient for customers, because it does not require expensive replaceable sensors.

·  Remote control

This option is crucial for those who care of their relatives with diabetes and are afraid to live them alone. Young children are not always able to control themselves. They can not resist the temptation of eating something sweet secretly from their parents and they are sometimes can not detect the drop in sugar. But by synchronizing PGS with their mobile parents can be always aware of all the changes of their child’s glucose level. The same is for elderly people with 2nd type diabetes. They often do not believe in their disease and do not want to change their eating habits. By remote monitoring of their glucose level their relatives can watch for their diet.

 Identification of qualifying dimensions and determining dimensions

Cybiocare believes the following market segments could be combined and approached with a similar marketing strategy.

-  Qualifying dimension: people who have diabetes or relatives with diabetes.

-  Qualifying dimension: living in Moscow, Saint-Petersburg or their suburbs.

-  Determining dimension: people who care much of their (or their relatives) health and understand the necessity of keeping glucose level within normal limits.

-  Determining dimension: people who do not want to devote the whole live to their (or their relatives) disease and value the possibility to facilitate the care and control.

Cybiocare believes that different marketing strategies are needed for customers who can utilize PGS themselves (who want to live active life and be independent from their disease) and for those who use it to care of their children or parents and want to provide them with perfect care.

Identification of target markets

Therefore, the marketing strategy of Cybiocare company may have to be adapted to these three target markets:

-  Young people with 1st type diabetes;

-  Parents of children with 1st type diabetes;

-  People whose elder parents have 2nd type diabetes.

Competitive analysis

Range of products for self-monitoring of blood sugar levels in Russia is almost entirely represented by foreign-made products.

Top-10 Manufacturers (by the import level) in Russia, 2009

Manufactorers

Import value, 1-2 quoter 2009, mln. USD

Import value, 1-2 quoter 2008, mln. USD

Growth, %

1

Johnson&Johnson/LifeScan

8.9

9.81

-9

2

Roche

5.71

10.8

-47

3

Abbott

1.09

0.73

49

4

Bayer

0.96

1.42

-33

5

Taidoc

0.58

0.23

151

6

77 Electronika

0.14

0.11

27

7

Bionime

0.06

0.04

- 43

8

National Diagnostic Products PTY Limited

0.05

0.05

-15

9

All Medicus

0.04

0.04

20

10

Daimedical

0.03

-

-