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Let´s Write:
1 - COMPANY INFORMATION:
Name of the company
Trade’s name
Company’s activity
2- COMPANY HISTORY
History of the company in detail
Advertising has been traditionally done?
_________________________________
What kind of advertising and what issues
were addressed?
________________________________
What were the objectives of previous
campaigns?
Rohosp S.A.S
Rohosp
Commercialization of hospital and domestic
medical supplies
RoHosp SAS; Was founded
in July 1993, a cause the union of a some
people that had a lot experience in medical
supplies marketing, they decided start their
own business, throughout the years the
company focus has been developed to get in
the principal medical supplies customers,
has marketing processes with large hospital
networks, private IPS and small local
business.
__________________________________
RoHosp has generally used print advertising
that is distributed by business advisors, both
to current customers and to potential future
customers, radio and television advertising
has never been used.
__________________________________
Mainly the objective has been to publicize
the entire line of supplies and equipment
that the company markets in order to gain
market acceptance and convince customers
to give themselves an opportunity to work
with a new supplier. In the case of clients,
that they remain with the company and that
they trust.
What are the characteristics of your
product or service?
_________________________________
What is the current position of your
product in the market?
3- PRODUCT
Description of the product
- Physical
________________________________
- Packaging
RoHosp manages different product lines,
the strongest are the surgical and cleaning
and disinfection lines, it also has a line of
commercialization of medical equipment,
sterilization and medications.
__________________________________
RoHosp is among the top 5 marketers of
medical supplies and is the only one
authorized by the state to sell disposable
cleaning products at the institutional level,
including the proper accompaniment and
monitoring of each business, however, there
are several very strong competitors with
strong forces aggressive selling.
All the products marketed by RoHosp
Cover the need according to the line to
which they belong, be it medicines with a
traditional presentation, disposable surgical
cloth, medical equipment, among others ...
all have their respective health records and
technical data sheets.
___________________________________
The products comply with characteristics of
sealed packaging and mostly boxed for 24
units, this taking into account the main
lines, if it is products that take up more
space, the packaging is of less quantity,
100% of the products carry bag and box that
guarantees greater care and better
presentation.
 - Benefits
________________________________
- Trajectory
________________________________
- Legislation
_______________________________
- Lifecycle
4. SWOT MATRIX
- Weaknesses (they are internal
to the company)
________________________________
- Opportunities (they are
external, what is the sale
the opportunities are)
All products have technical and quality
support, as well as accompaniment and
follow-up with training on the proper use of
the product.
__________________________________
Wholesales suppliers are contradictory
companies of decades in the market that
guarantee the fulfillment and satisfaction of
market needs
_________________________________
The products marketed comply with all the
legal import, manufacturing and registration
regulations necessary for sale and that
comply with the technical specifications
guaranteed by the producer.
___________________________________
The life cycle of most products marketed as
medicines and supplies is approximately
one year, unlike medical equipment in
which the life cycle depends on their use
and eventual obsolescence.
1. Low advertising.
2. Low portfolio turnover in the sector.
3. In sales, growth is slow because opening
new customers is difficult
__________________________________
1. The demand for the products is constant.
2. Customers prefer a provider that provides
accompaniment to the rest of the sale.

_________________________________
- Strengths (they are internal)
________________________________
- Threats (they are external)
5. BUDGET
The money assigned to the project.
6. CONSUMER/TARGET
AUDIENCE
- End consumer: The person who
consumes the product, but
doesn’t decide on the purchase.
________________________________
3. Legal guidelines require service providers
to comply with regulations and this implies
the use of the products correctly.
__________________________________
1. Accompany the sale of the product with
campaigns and training
2. Offer discounts for prompt payment
3. Loyalty affected citizens through bonds
4. United, strong and effective work team
___________________________________
1. Some competing brands are very strong,
positioned and with fixed clients.
2. Aggressive advertising between
competitors
3. Clients willing to sacrifice clarity to keep
the budget
The money assigned to the project is $
100.000.000 own budget contributions and
bank financing
Person who actually uses a product or
service for the purpose of meeting a specific
need.
___________________________________
 - Real consumer or objective:
The person who makes the
purchase decision.
_________________________________
- Potential Consumer: The
person who has a provisional
contact with the product or who
will be the consumer in the
future.
Describe the profiles:
- Demographic profile
_________________________________
- Geographic profile
The real customer is the one for whom
you have worked for many years.
That's the loyal customer, he does
orders for you there is trust you do
look for no other provider but you. mainly
national hospital networks
___________________________________
The potential customer is a very important
aspect, it is that person who could become a
buyer or consumer of the products offered
by a company. IPS health service providers
The consumer is described according to
their characteristics physical, social or
economic.
Our consumers are entities that provide
health services at all levels and that serve
the general population, of all strata, races
and ages, the majority are private entities
but the largest networks are from the state.
___________________________________
Geographical segmentation refers to the
division of the market taking into account
the geographical differences between one

________________________________
- Psychographic profile
7. COMPETITION/POSITIONING
The type of competition your product
has:
- Direct
_______________________________
- Hint
_______________________________
- Main Competition
place and another, Our distribution
encompasses all the national territory of
Colombia that can be accessed by land.
__________________________________
It is an fact which serves to segment the
market and divides the buyers into different
groups based on their social class, lifestyle
or personality
RoHosp has several types of clients that
meet the needs of all social classes and that
seek to adjust their budget so that it
manages economic, medium and premium
lines, which regardless of cost comply with
the technical specifications.
The principal direct competition of RoHosp;
brands like Medicox HumanLifes INS and
Baxter.
___________________________________
Market coverage with medical supplies of
all kinds such as sutures, disposables,
disinfectant, monitoring etc...
_________________________________
We see that there is a leading brand in
Colombia, Merpronies, which has created a
strong brand with a presence in the
country's capital, which increases its
 marketing reach because the majority of
clients have their headquarters in this city,
their prices are very comfortable on and
compliance is excellent because they
manage a broad stock of their portfolio

8. PROJECT OBJECTIVES Consolidate RoHosp SAS, with its lines of

distribution of supplies and hospital
equipment as number one at the regional
and national level, which allows it to meet
sales and growth goals to generate
employment and development for its
collaborators, maintaining and
strengthening its participation in the list of
main providers of medical supplies
9. MARKET RESEARCH Market segmentation is carried out
determining the buyers as any entity that
provides health services located in the
national territory that has access by land and
that provides its health services to patients
of all ages, social classes and all strata. It is
identified that the supply of supplies in most
entities is done with a monthly rotation,
however the large public hospital networks
prefer to supply for periods of up to 6
months. The main psychological perception
of clients is based on the quality and price
that leads to portfolio turnover.
10. PLACE The company has different distribution
channels, the main one is the average of the
advisers and online through the website, the
 main headquarters are in Medellin
Colombia, from there all orders are
dispatched and special care is taken in
logistics.
11. SCHEDULE The project will have a maximum duration
of 6 months, the first month of waiting will
receive bids and determine improvements
for acceptance and start execution in the
second month. In month 4, the project
should be in full execution and in month 5
the final phase should begin.

Vocabulary