Marketingplan
Roche Diabetes Care
Plan 2010
,Inhoudsopgave
Management summary Blz. 3
1. Visie, missie en strategie van Roche Diabetes Care en Accu-Chek Blz. 5
2. Marketingplan & marktonderzoek Blz. 6
3. Marketing audit:
3.1. Interne analyse Blz. 8
3.2. Externe analyse Blz. 14
4. SWOT analyse, confrontatiematrix & strategische keuzes
4.1. SWOT Blz. 23
4.2. Confrontatiematrix Blz. 23
4.3. Kernprobleem en kansen Blz. 24
4.4. Strategische keuzes Blz. 24
5. Doelstellingen
5.1. Doelstellingen Roche Diabetes care Blz. 26
5.2. Doelstellingen van dit marketingplan Blz. 26
6. Marketingstrategie
6.1. Ontwikkelrichting Blz. 27
6.2. Wijze van uitvoering Blz. 27
6.3. Marktsegmentatie Blz. 27
6.4. Doelgroepkeuze Blz. 27
6.5. Productpositionering Blz. 28
7. Actieprogramma’s (marketingmix)
7.1. Product Blz. 29
7.2. Prijs Blz. 29
7.3. Plaats Blz. 29
7.4. Promotie Blz. 29
7.5. Personeel Blz. 31
7.6. Packaging Blz. 32
7.7. Actieplanning Blz. 32
8. Budgetten
8.1. Kosten en baten analyse marketingmix Blz. 33
8.2. Kwalitatief rendement op de marketinginvesteringen Blz. 33
8.3. Kwantitatief rendement op de marketinginvesteringen Blz. 34
9. Controlemechanismen (KPI’s)
9.1. Meten van resultaten kwantitatief Blz. 36
9.2. Meten van resultaten kwalitatief Blz. 36
9.3. Risico’s Blz. 37
Bijlagen:
1. Rapport marktonderzoek
2
,Management summary
To understand today's consumer needs, we conducted a marketing research with the central question: Are
insulin-using diabetic patients satisfied with the current information or do they need more information
about diabetes and related matters.
Findings marketing research
The marketing results show that consumers find that sufficient information is available about diabetes,
nevertheless he or she is always looking for specific information that improves the living conditions for a
diabetic. The consumer sees his general practitioner and medical specialist as main information sources.
The Conclusion that can be drawn from the research is that consumers are looking for moreand targeted
information that improves the living conditions as a diabetic and they find it extremely important to be
aware of the latest developments. Offering specific information about diabetes gives Accu-Chek the
possibility to get more connected wit h consumers. In addition, customer relationship management (CRM)
can be used to obtain more information about customers. In that way information can be offered more
frequent and targeted.
Findings of the marketing audit
Accu-Chek is a dominant player in a strong growing market which is difficult to enter for newcomers and
where the strength of customers, such as mail order companies and pharmacies the is strongest. The
competitors have been in the market for years and therefore they know each other well. Because of the
complexity, market entering is only attractive for a few specialized newcomers. The lack of a
differentiated market strategy limits the possibilities of a direct and targeted communication with the
insulin user, therefore we have to conduct a research investigating the lifestyle of consumers and the
added value of the Accu-Chek products. This ensures the bridge between with the existing users and the
new users. The fact that Accu-Chek is the market leader with a wide range of products and financially
strong is a big advantage in regards to its competitors. The growing market provides opportunities to
expand market share and turnover. Looking at the extensive information needs of consumers and the lack
of a differentiation strategy these are opportunities to actively approach different groups. This allows us to
bind with our existing customers and recruit new users.
Strategy
By approaching each of the customersgroups with the specific information we could increase our
influence in the selection process of the consumer. This will be an important factor in a strongly growing
market where competition still increases. This means that Accu-Chek has to play a bigger role in the daily
life of a diabetic with the aim of creating loyalty.
Objective
By anticipating on the information Accu-Chek will work on increasing brand awareness and the reputation
of our products. This action plan will contribute to an increase in sales of Accu-Chek products from 6% to
15% and we expect a growth of 0.5% share and sales growth of 2%.
3
,Action plan
We will add the following actions to our existing promotion resources to reach different age groups in
different ways and places. This should lead to an extensive band with our diabetes patients, limitation of
switch behaviour, promotion and the recommendation to other diabetic patients. All promotional activities
in 2010 will be monitored on quantitative- and qualitative effectiveness. We will do this by monitoring the
KPI’s every month and conduct a customer satisfaction survey.
• Supply information based on age and interest on the website and in the magazine.
• Encouraging consumers by registering in a CRM system to set a better insight into the customer
needs and we can therefore send the information by e-mail and newsletters.
• Presenting Accu-Chek through corporate/instruction movies on the website and also new media
such as Accu-Chek website, MySpace and You Tube.
• By organizing two fun actions over the year to get the consumer more involved, these will be a
cooking session and a sports program that will be raffled among contributors of experience
stories.
• Increase capacity to approach the consumer market, such as employing a junior market manager.
Financial
The cost of this action plan is € 152.000, - and is on top of the existing promotional activities
with a budget of € 400.000,- This is within the budget of € 650.000,- that Accu-Chek has made available
to achieve marketing goals for 2010. The remaining budget of € 97.500, - can be used for additional
activities during the year. The qualitative performance is difficult to link on the market share and sales
growth. Each invested euro will bring revenue of € 0.65 as measured by the objective for 2010
4
, Missie, ambities en strategieën Accu-Chek 2009
Visie
De visie is opgesteld door de global organisatie en geldt daarmee wereldwijd.
Be a global provider of innovative and differentiated diabetes management solutions for People with
Diabetes, their healthcare providers, and payors, to optimize the management of diabetes leading to
improved outcomes and costs savings.
Missie
Mensen met diabetes laten leven zoals zij willen
“Mensen met diabetes en hun zorgverleners ondersteunen in hun diabeteszorg, met innovatieve en
persoonlijke producten, diensten en oplossingen die bruikbare resultaten opleveren.”
Ambities
− Maak van Accu-Chek het eerste keus merk in de diabeteszorg voor mensen met diabetes en hun
zorgverleners.
− Een wereldwijde leverancier zijn van oplossingen en technologie voor de diabeteszorg, om de
kwaliteit van leven van mensen met diabetes te verrijken
− Voorop lopen in de innovatie en evolutie van de diabeteszorg
− Handelen vanuit wederzijds respect, open en eerlijk te communiceren en het nemen van individuele
verantwoordelijkheid
Strategieën
1. Het creëren van de meeste waarde per patiënt met ons portfolio waarbij segmentatie het uitgangspunt
is
2. Groei bewerkstelligen door het behoud van bestaande gebruikers en marktvergroting.
Groei komt uit het winnen van marktaandeel
3. Excelleren in individueel klantcontact
4. Volgen van de patiënt en beïnvloeden van de zorgaanbieder afhankelijk van het beslismoment van
productkeuze
5. Creëren van extra beslismomenten
5
Roche Diabetes Care
Plan 2010
,Inhoudsopgave
Management summary Blz. 3
1. Visie, missie en strategie van Roche Diabetes Care en Accu-Chek Blz. 5
2. Marketingplan & marktonderzoek Blz. 6
3. Marketing audit:
3.1. Interne analyse Blz. 8
3.2. Externe analyse Blz. 14
4. SWOT analyse, confrontatiematrix & strategische keuzes
4.1. SWOT Blz. 23
4.2. Confrontatiematrix Blz. 23
4.3. Kernprobleem en kansen Blz. 24
4.4. Strategische keuzes Blz. 24
5. Doelstellingen
5.1. Doelstellingen Roche Diabetes care Blz. 26
5.2. Doelstellingen van dit marketingplan Blz. 26
6. Marketingstrategie
6.1. Ontwikkelrichting Blz. 27
6.2. Wijze van uitvoering Blz. 27
6.3. Marktsegmentatie Blz. 27
6.4. Doelgroepkeuze Blz. 27
6.5. Productpositionering Blz. 28
7. Actieprogramma’s (marketingmix)
7.1. Product Blz. 29
7.2. Prijs Blz. 29
7.3. Plaats Blz. 29
7.4. Promotie Blz. 29
7.5. Personeel Blz. 31
7.6. Packaging Blz. 32
7.7. Actieplanning Blz. 32
8. Budgetten
8.1. Kosten en baten analyse marketingmix Blz. 33
8.2. Kwalitatief rendement op de marketinginvesteringen Blz. 33
8.3. Kwantitatief rendement op de marketinginvesteringen Blz. 34
9. Controlemechanismen (KPI’s)
9.1. Meten van resultaten kwantitatief Blz. 36
9.2. Meten van resultaten kwalitatief Blz. 36
9.3. Risico’s Blz. 37
Bijlagen:
1. Rapport marktonderzoek
2
,Management summary
To understand today's consumer needs, we conducted a marketing research with the central question: Are
insulin-using diabetic patients satisfied with the current information or do they need more information
about diabetes and related matters.
Findings marketing research
The marketing results show that consumers find that sufficient information is available about diabetes,
nevertheless he or she is always looking for specific information that improves the living conditions for a
diabetic. The consumer sees his general practitioner and medical specialist as main information sources.
The Conclusion that can be drawn from the research is that consumers are looking for moreand targeted
information that improves the living conditions as a diabetic and they find it extremely important to be
aware of the latest developments. Offering specific information about diabetes gives Accu-Chek the
possibility to get more connected wit h consumers. In addition, customer relationship management (CRM)
can be used to obtain more information about customers. In that way information can be offered more
frequent and targeted.
Findings of the marketing audit
Accu-Chek is a dominant player in a strong growing market which is difficult to enter for newcomers and
where the strength of customers, such as mail order companies and pharmacies the is strongest. The
competitors have been in the market for years and therefore they know each other well. Because of the
complexity, market entering is only attractive for a few specialized newcomers. The lack of a
differentiated market strategy limits the possibilities of a direct and targeted communication with the
insulin user, therefore we have to conduct a research investigating the lifestyle of consumers and the
added value of the Accu-Chek products. This ensures the bridge between with the existing users and the
new users. The fact that Accu-Chek is the market leader with a wide range of products and financially
strong is a big advantage in regards to its competitors. The growing market provides opportunities to
expand market share and turnover. Looking at the extensive information needs of consumers and the lack
of a differentiation strategy these are opportunities to actively approach different groups. This allows us to
bind with our existing customers and recruit new users.
Strategy
By approaching each of the customersgroups with the specific information we could increase our
influence in the selection process of the consumer. This will be an important factor in a strongly growing
market where competition still increases. This means that Accu-Chek has to play a bigger role in the daily
life of a diabetic with the aim of creating loyalty.
Objective
By anticipating on the information Accu-Chek will work on increasing brand awareness and the reputation
of our products. This action plan will contribute to an increase in sales of Accu-Chek products from 6% to
15% and we expect a growth of 0.5% share and sales growth of 2%.
3
,Action plan
We will add the following actions to our existing promotion resources to reach different age groups in
different ways and places. This should lead to an extensive band with our diabetes patients, limitation of
switch behaviour, promotion and the recommendation to other diabetic patients. All promotional activities
in 2010 will be monitored on quantitative- and qualitative effectiveness. We will do this by monitoring the
KPI’s every month and conduct a customer satisfaction survey.
• Supply information based on age and interest on the website and in the magazine.
• Encouraging consumers by registering in a CRM system to set a better insight into the customer
needs and we can therefore send the information by e-mail and newsletters.
• Presenting Accu-Chek through corporate/instruction movies on the website and also new media
such as Accu-Chek website, MySpace and You Tube.
• By organizing two fun actions over the year to get the consumer more involved, these will be a
cooking session and a sports program that will be raffled among contributors of experience
stories.
• Increase capacity to approach the consumer market, such as employing a junior market manager.
Financial
The cost of this action plan is € 152.000, - and is on top of the existing promotional activities
with a budget of € 400.000,- This is within the budget of € 650.000,- that Accu-Chek has made available
to achieve marketing goals for 2010. The remaining budget of € 97.500, - can be used for additional
activities during the year. The qualitative performance is difficult to link on the market share and sales
growth. Each invested euro will bring revenue of € 0.65 as measured by the objective for 2010
4
, Missie, ambities en strategieën Accu-Chek 2009
Visie
De visie is opgesteld door de global organisatie en geldt daarmee wereldwijd.
Be a global provider of innovative and differentiated diabetes management solutions for People with
Diabetes, their healthcare providers, and payors, to optimize the management of diabetes leading to
improved outcomes and costs savings.
Missie
Mensen met diabetes laten leven zoals zij willen
“Mensen met diabetes en hun zorgverleners ondersteunen in hun diabeteszorg, met innovatieve en
persoonlijke producten, diensten en oplossingen die bruikbare resultaten opleveren.”
Ambities
− Maak van Accu-Chek het eerste keus merk in de diabeteszorg voor mensen met diabetes en hun
zorgverleners.
− Een wereldwijde leverancier zijn van oplossingen en technologie voor de diabeteszorg, om de
kwaliteit van leven van mensen met diabetes te verrijken
− Voorop lopen in de innovatie en evolutie van de diabeteszorg
− Handelen vanuit wederzijds respect, open en eerlijk te communiceren en het nemen van individuele
verantwoordelijkheid
Strategieën
1. Het creëren van de meeste waarde per patiënt met ons portfolio waarbij segmentatie het uitgangspunt
is
2. Groei bewerkstelligen door het behoud van bestaande gebruikers en marktvergroting.
Groei komt uit het winnen van marktaandeel
3. Excelleren in individueel klantcontact
4. Volgen van de patiënt en beïnvloeden van de zorgaanbieder afhankelijk van het beslismoment van
productkeuze
5. Creëren van extra beslismomenten
5
