QUESTIONS
Your team has been staffed on this project. The client has asked you to help them develop a market entry strategy for diabetes.
Specifically, the client wants your team to partner with the Lifeceuticals’ executive team to produce the following output:
1. An assessment of Lifeceuticals current position, including: current objectives; financials; competitive positioning; key challenges; key strengths. 1 SLIDE
2. What markets to conquer:
a. A high-level analysis of the attractiveness of all 10 focus markets with recommendation for top 2-3 markets that Lifeceuticals should focus on. 2 SLIDES
b. A recommendation of Lifeceuticals future product portfolio: What part of the diabetes disease pathway should they focus on? Should they provide products, services or both? What products/services should they focus on and why? 2 SLIDES
c. A recommendation of which segments and channels Lifeceuticals should focus on: Should they take a regulatory (i.e. prescribed medical foods) or consumer approach (i.e. mass market), or a combination of both? What channels should they use to reach their customers? 2 SLIDES
3. Victory strategy: A prioritized set of actions that will enable Lifeceuticals to grow in line with their ambition; covering the medium term (3 years) and long term (>5 years). 2 SLIDES
ONE SLIDE MISSING
Your final deliverable is a 10-page PowerPoint presentation, including all attachments (not counting cover page and section dividers)
INITIAL BRAINSTORMING 1) Speed to market for Prescription Medicine and prescribed medical food is > 5 years. WE CANNOT USE PRESCRIBED MEDICAL FOOD AS A MEDIUM TERM STRATEGY 2) Prescribed Medical food seems key in maintaining the profit MARGIN (EBIT)
THERE IS A AT RISK SPACE WHERE PRESCRIBED MEDICAL FOOD CAN BE TREATED AS CONSUMER GOODS FUNCTIONAL FOOD
3) How to assess a new market attractiveness 1) For Prescribed medical food
2) Consumer good functional food 3) For a “trait d union approach”
PROVIDED SLIDES – EXHIBITS 1) LIFECEUTICALS KEY FINANCIALS
Figure for Lifeceuticals as a Whole not the diabete division. How to translate that into divisions?? 2) GLOBAL MEDICAL FOOD MARKET
There is growth but it’s declining. Medical food market is important for margin?? 3) COMPETITORS IN THE MEDICAL FOOD MARKET
4) NOTES ON 10 FOCUS MARKET
5) CURRENT HEALTHCARE SPENDING IN FOCUS MARKET
6) 2012 MARKET SIZES FOR DIABETES RELATED DRUGS AND MEDICAL NUTRITIONS
Both nutrition and drugs assessed 7) NUTRITION MARKET POTENTIAL
8) MEDICAL FOOD THAT ARE REIMBURSED
Only nutrition assessed
9) COST OF SALESFORCE
Only nutrition assessed
10) LIFECEUTICAL OVERALL SALES VS DIABETES SALES
Useful to link the target for lifeceutical to the targets for the division DMH
11) MIDDLE CLASSES
Important for the potential for out of pocket expenditure on functional food????? 12) NEW PRODUCTS
I
FROM VINZENT
Leverage the sales force of Global Food to focus on the mass market
Our pipeline is strong in MASS MARKET
Problems with the R D department they don’t do very well
Competition is very low in the market
Pull factor could be prevention
No sales force on healthcare professionals
FROM ERIKA
CONSUMER HEALTH PATIENT SOLUTION
COMPLETE DIABETE SOLUTION, prevention and lifestyle management
AWARENESS OF THE PRODUCT iOs application for health check
Change the business model: charge a fee for this platform
LIFESTYLE CYCLE
R&D CAPACITY!!!!
BRAZIL
NUTRITION POTENTIAL IS HIGH
GROWING MIDDLE CLAss lack of prevention
HEALTH SELF MANAGEMENT PRODUCTS
Mass product in the health CONSUMER GOOD CHANNEL
FIRST MOVER ADVANTAGE -> PUSH NUTRIFOOD DEVELOPMENT since “One competitor with similar product in development
Increasing government investment in primary care -> Sell proposition for Nutrisnack and nutrifood is ono prevention
LESS CROWDED SPACE ON DISEASE PATHWAY
MEDICATION ON EARLY STAGE. NOONE IS THERE
Nutrifood could do that if it is approved as medical food -> SPEED APPROVAL
Sell Nutrisnack? Where we produce? Challenges to transport the product there
Sell Nutrifood. Where we produce? Challenges to transport the product there
CHINA
LONG TERM
LIFESTYLE APPROACH FOR A COMPLETE DIABETE SOLUTION
New fitness gadgets that can be clipped onto a belt or worn around a wrist measure physical activity, and upload heart rate or steps to social media (DieShare) sites like Facebook which can keep diabetics motivated around exercise or weight-loss (prokal)goals
Test case in Japan * Access to healthcare professional * Prescribe Prokal weight loss solution (we need prescription) * DiaShare develops a fitness gadget that acts as a device monitoring system and upload heart rate, steps on the DiaShare community * If you lose weight diabetes II will start to disappear * 