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MARKETING CASES

НАЧАЛО

 

STRATEGY MARKETING

Customer:

ГАлен, цвет.png

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.

 

HEALTH SECTOR RESEARCH

mammography.jpg

RUSSIAN MARKET OF STATIONARY MAMMOGRAPHY SYSTEMS

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.

 

The rights belong exclusively to the Customer of the project.

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