Presented by:

Nitesh Kumar

Team - 3

THE BIG PICTURE

• Fundamental Entity: SYNOFLEX Knee Implant• Goal: To launch a new brand with an

Innovative Technology in an already existing category of knee implants

• Core Competence: Innovation and building value by providing services/ education

Business Objective

• To gain 1% market share by adding value to the product

Current Target (AP) Long Term Aspiration

$ 12 Mn $ 13.12 Mn Market Leadership

MRP - $1200 MRP - $2500Volume – 10000 Volume – 100

Synoflex Synoflex-GenNext

Marketing Objective

An Innovative Technology can influence the quality of life

Focus - The existing set of customers (Stimulate Demand Vs Retention)

To increase the number of Implants by optimizing the strategic marketing efforts

SOURCE OF VOLUME

STIMULATEDEMAND

EARN

ACQUISITION

1 2

RETENTION 33 4

Positioning Statement

An Innovative Technology for Better Quality of Life

MAIN VARIABLE: DURABILITY

•Long lasting (Lower wear rate)

DYNAMIC VARIABLE: INNOVATION (Quality of Life)

•Release of synovial fluid after insertion•Release of anti inflammatory agents post surgery to curb the auto immune responses and enhance acceptability of the implant by the body.•Advanced bearing surfaces; designed to help avoid excessive stress in any one spot; and, are sized to better fit in patient personal anatomy.In

nova

tion

Durability

2.5%

25% 12.5%

50%

10%

STP

Top Corporate Hospitals,

Premium Govt Ins.

Product- Features

Promotion

Education Based• International Symposium – Product Launch• Training Induction Programs for early adopters• Engage the existing KOLs/KBLs• Engagement with MDAC – Advisory Board• Online Information System – Compendium • Aggressive Sales Promotion

Promotion Value Driven (Service Based)• OR Support • CRM Team

Campaign Drive

Patient Centric (How this Innovation going to improve the life of

People)

1- Multi Level - NGO Involvement

2- Post Implant – Patient Data

How the surgery helped them to have a Better Quality of Life

• Social Contribution• Work Life Balance

Share the Insights with the HCPs (specially the Target Market)

Place

• Same Channel Partners• Advance Logistics• Inventory Management