cardguard case study ii (2)

8/6/2019 Cardguard Case Study II (2)

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CARDGUARD CASE STUDY IICARDGUARD CASE STUDY II

PRESENTED BY :

MayurMayur BangarBangar 008008

SamyakSamyak MehtaMehta 049049

ZohebZohebAminAmin 078078

HiralHiral PatelPatel 111111

ShweteshShwetesh SukaleSukale 145145

SunamiSunami PaigankarPaigankar 173173


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CASE INTRODUCTIONCASE INTRODUCTION

y Cardguard is a market leader with a huge

customer base.

y A strong sales and distribution network.

y Strong brand equity owing to mass

advertising.


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WHAT IS THE PROBLEM?WHAT IS THE PROBLEM?

- Survival of Cardguard in the competitiveIndian market without Meditrons support.

- Achieving the corporate objectives withlimited finances and non-existentinfrastructure.

-Setting up a distribution network in alimited time frame and cost effective manner.


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WHY THE PROBLEM EXISTS?WHY THE PROBLEM EXISTS?

Li r lis tiP

lic

Excise duty slashed to 5% from 40%.

Foray of many international medicalcompanies in the Indian market.

Adv t f I t r t

Gave rise to informed customers.

Comparison of products became simpler.

Adv c m tf T ch l g

Product shelf life decreased to 5 years.

International players offered cheaper andbetter products.


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HOWTO SOLVE THE PROBLEMHOWTO SOLVE THE PROBLEM??

y Have a head office in Hyderabad, AP.

y Develop warehouses in Andhra Pradesh(hub for South & East) and Goa (hub for

West & North) to strengthen distributionnetwork across the country.

y Have a Central Customer Service office inHyderabad. 24X7 online portal and helplinenumber for grievances.


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SEGMENTATION STRATEGYSEGMENTATION STRATEGY

B2B Industrial Base

Industry Type: Pharmaceutical.

Users: First-Time users and

Non-Users.

ustomer Base:Physicians, General

Practioners and ardiologists.


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MARKET SEGMENTATIONMARKET SEGMENTATION

STRATEGIESSTRATEGIES

Differentiated Strategy

Multi-Seg ent a r ac :(a)MDP ysicians and General Practi ner.( )Gyn c l gists.

Market ncentrati n a r ac :atering nly t D ct rs rat er t ans itals.


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MULTIMULTI--SEGMENTSEGMENT

APPROACHAPPROACH

Product

PricePromotion

Distribution

MARKETMARKET

CONCENTRATIONCONCENTRATION

APPROACHAPPROACH

Product

PricePromotion

Distribution

Segment A (MD

Physicians & Gen.

Practioner)

Segment B

(Cardiologists)

Segment A (Doctors

rather than

Hospitals)

More

than one

Marketing

Mix

More

than one

Market

Segment

Single

Marketing

Mix

Focused

on a single

Market

segment


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TARGETING STRATEGYTARGETING STRATEGY

y Target Marketing Strategies-

1. Single Segment Targeting.

2. Selective Targeting.

3. Mass Market Targeting.

4. Product Specialization.

5. Market Specialization.

M1 M2 M3

P1

P2

P3

P = Produ t Category M = Market (Segments)


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POSITIONINGPOSITIONING

P siti iP r t rs

Distinctive

Superior

Communicable

Affordable

Profitable


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POSITIONING STRATEGYPOSITIONING STRATEGY

y Strengthen the current position.

y Repositioning the current brand.

y Reposition the competition.


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POSITIONING STRATEGIESPOSITIONING STRATEGIES

ProductFocused

Unfocused

(Everythingfor

everyone)

Fully Focused(Product and

arketfocused)

Marketfocused

Narrow

Few

Many

Wide

Nu ber of Markets served

Breadth of products offered


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User Positioning

TYPES OF POSITIONINGTYPES OF POSITIONING

For the Tech-savvy doctors. Doctors with classical taste.

Cardiac analysis at one go.


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MARKET POSITIONING STRATEGIESMARKET POSITIONING STRATEGIES

High Pri e

High

Quality

Low Pri e

Low Quality

Cardguard

Healthcare

Ltd.

Other

Players


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DISTRIBUTION STRATEGYDISTRIBUTION STRATEGY

Servi eProvider

7 Value added distributors.

Add more distributors for a pan India presence.

DistributionIntensity

Selective Distribution

ChannelIntegration

Channel Ownership Complete control over distribution activities.


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CHANNEL STRUCTURECHANNEL STRUCTURE

Warehouse Distributor Salesperson Customer

4 Level Stru ture4 Level Stru ture


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ThankThankYouYou

cardguard case study ii (2)

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