MARKETING CASES

НАЧАЛО

STRATEGY MARKETING

Customer:

one of the five largest distributors of equipment, reagents and laboratory systems on the IVD market in Russia

Project:

market research of blood collection systems in the Russian Federation; assessment of the shares of brands that form the company's product portfolio

KEY QUESTIONS:

How is the market structure changing by segment?
How are the shares of the largest brands changing in each segment?
How does the cost of products differ depending on the segment?
Is the ratio of the shares of European and Asian products changing?
How fast is the share of Russian production growing?
What is the structure of the production cost of Russian vacuum tubes?
What is the ratio of the customs value and the final sale price of tubes?
What is the trade margin set by different brands for products in different segments?
How are sales regions divided between distributors?
Which brands are more preferred in different regions of the Russian Federation?
What is the market share of the company's products?
Who are the main competitors of the company's products?
Etc.

Study completed in May 2021.

To determine the level of competition in narrow niches, the market was cross-segmented in the context of several parameters:

System type: digital or analog;
Conversion type: direct or indirect;
Type of detector: amorphous selenium; scintillator and / or silicon; scanning line of matrix detectors; CCD-matrix; CR-radiography;
Availability of the function: 3D (breast tomosynthesis);
Availability of the function: stereotactic biopsy device;

Analytical data was obtained for each micro-segment, which made it possible to answer the key questions of the equipment brand manager:

What is the market volume of mammography systems of this type in quantitative and value terms?
What is the sales volume of each mammography system model in terms of quantity and value?
What are the retail prices for each mammography system model?
Who are the key distributors of the market? What is the brand portfolio of these distributors?
What are the differences between distributors in the customs price for this mammography model?
What institutions buy this model of mammography systems and at what prices?
What type of mammography system does each type of client prefer (research institutes, oncological hospitals, etc.)?
Is there a regional differentiation in the demand for mammography systems? In which regions are mammography systems of this brand more popular? Etc.

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