Accu Chek Glucometer

Roche Diabetes Care, Inc., the maker of Accu-Chek products -

A pioneer in the development of blood glucose monitoring systems
and a global leader for diabetes management systems and services.

Group 11:
Manthan Panchal -M014
Shraddha Upasani -M022
Devanshi Chudasama -M026
R.Suramya Nagalakshmi -M046
Table of Contents
ACCU-CHEK GLUCOMETER

About Roche
Introduction
Benefits
PEST Analysis
SWOT Analysis
STP- Segmentation, Targeting and Positioning
4P’s Analysis: Product, Price, Place and Promotion
Key Takeaways and Way Forward
 About Roche
Strategy- focus on finding new medicines and diagnostics and establishing
data-based insights

Personalized healthcare- Shifting away from a one-size-fits all approach to

delivering the best care for each person.

Business- it is led by science and designed for innovation.

Sustainability- contributions to environmental protection, supply chain

sustainability, social commitment and philanthropy.
 integrated Personalised Diabetes Management
(iPDM)
Roche offers a holistic, patient-centric approach
to diabetes management to bring true relief to
People with Diabetes worldwide.

Roche leverages connected devices, services

and digital products to personalize solutions
that limit the progression of the disease,
strengthen patient collaboration, and improve
outcomes to contribute to healthcare system
sustainability.
Introduction to Accu Chek Glucometer
The Accu-Chek glucometer is a medical device
used to measure blood glucose levels. It's a vital
tool for individuals with diabetes to monitor and
manage their blood sugar.

The Accu-Chek Guide blood glucose monitoring

system includes a meter (monitor, glucometer),
test strips, and an app that automatically logs
results to your phone.
 Benefits

1. Accurate: 3. Safe:
Accurate blood glucose measurement Underdose detection
visual double check
10 seconds re-dose option
2. Easy:
No coding for even easier blood glucose 4. Clever:
monitoring Pre and post-meal markers
easy-to-read display (new typeface) postprandial reminder
intuitive handling with just 2 buttons 7,14,30 or now 90 day test averages
USB interface for data transfer
PEST Analysis of the market influences

POLITICAL FACTORS ECONOMICS FACTORS

Environmental regulations : Consumer Confidence:

Neutral Neutral
Healthcare Policies: Neutral Employment rate: Neutral
Political Stability: Neutral Inflation: Negative

P E

SOCIAL FACTORS
S T TECHNOLOGICAL FACTORS
New Invention And
Health Awareness: Neutral Development: Positive
Entrepreneurial Spirit: Changes In Information
Positive Technology: Positive
Lifestyle Changes: Positive Government Research
Spending: Positive
Technology trends: Positive
In conclusion, the Pest Analysis of Accu-Chek glucometer reveals
several significant factors impacting its market dynamics.

Politically, regulatory frameworks concerning healthcare and

medical devices affect its distribution and accessibility.
Economically, pricing strategies, affordability, and reimbursement
policies influence consumer adoption rates. Socio-culturally,
increasing health awareness and lifestyle trends shape the demand
for such devices. Additionally, technological advancements drive
innovation and competition within the market.

Moreover, environmental concerns regarding waste management

and sustainability pose challenges for product development and
disposal. Overall, a comprehensive understanding of these Pest
factors is essential for Accu-Chek to navigate the dynamic
landscape, capitalize on opportunities, and mitigate potential
threats in the glucometer market.
STRENGTHS OPPORTUNITIES
Good brand name
Growing elderly population
iPDM APPROACH
Government initiatives- eg. Kerela
Mankind and Roche partnership
Vayomadhuram Scheme 2022
Zyla and Roche- IOT based Accu
Chek
Roche group innovation engines

WEAKNESSES
SWOT THREATS
Competitors- For example Bionime,
High dependence on few key OneTouch
products Substitute- non invasive devices which
not compatible with third party use CGM eg. Freestyle Libre
digital platforms for data review Impact of Covid-19- scarcity of product
resulting in surge of prices
Introduction to STP

STP stands for:

Segmentation, Targeting, and Positioning
It’s a strategic approach for effectively targeting a specific audience
with the right marketing mix.
This approach is crucial for understanding customer needs and
delivering a product to meet those needs
Segmenting the Market for Accu Chek Glucometer

Demographic Behavioral Psychographic

Segmentation Segmentation Segmentation

This involves categorizing the Behavioral segmentation Psychographic segmentation

market into groups based on divides the market based on involves understanding
variables such as consumer behavior, including customers' lifestyles,
age, usage rate, values,
gender, brand loyalty, opinions,
income, and benefits sought from and interests to develop
and education level the product. targeted marketing messages.
to understand customer
needs.
Targeting the right audience for
Accu Chek Glucometer
1
Aged Population:
The Accu-Chek glucometer may cater to the needs of an aging
population who require frequent glucose monitoring due to diabetes.

2
Diabetes Patients:
Targeting individuals diagnosed with diabetes ensures the product is
reaching those who truly need it for their health management.

3 Wellness-Conscious People:
The glucometer can also appeal to Wellness-conscious individuals who
proactively monitor their glucose levels as a preventive measure.
 Positioning Accu Chek
Glucometer in the Market
1. Innovation:
Focusing on the glucometer's advanced technology and features, showcasing it as an
innovative and cutting-edge device. With AI the device will gauge the voice command and
reflect the desired output.

2.Accessibilty:
Emphasizing the ease of use and accessibility of the device, making it suitable for a wide
range of users, including elderly and tech-savvy individuals.

3.Reliability:
Positioning the Accu-Chek glucometer as a reliable, accurate, and user-friendly device for
precise glucose monitoring.
Conclusion and Key Takeaways

Effective Marketing Strategies Enhanced Customer Satisfaction Competitive Advantage

By following the STP approach, businesses Understanding customer segments and An effective STP strategy can provide a
can develop targeted marketing strategies positioning products accordingly leads to sustainable competitive advantage by
that efficiently reach and resonate with their improved customer satisfaction and catering to specific customer needs more
intended audience. loyalty. effectively than competitors.
What are the 4 P's?

1.Product 2.Price

Details the pricing options and affordability

This focuses on the features and benefits of the Accu-Chek glucometer, making it
of the Accu-Chek glucometer, accessible for individuals managing
distinguishing it from other glucose diabetes.
monitoring devices.

3.Place 4.Promotion

Highlights the device's availability and distribution Explores the marketing strategies and campaigns
channels, ensuring it is accessible to customers used to promote the Accu-Chek glucometer, creating
worldwide. awareness and driving sales.
 About The Product:-

High Accuracy Compact Design Advanced Technology

The Accu-Chek glucometer
provides precise and reliable
blood glucose
measurements, ensuring
accurate results for effective
diabetes management.
Its compact and portable Equipped with advanced
design makes it convenient technology, the device
for carrying, allowing on- offers user-friendly features
the-go monitoring without and seamless integration
any hassle. with other diabetes
management tools.
 The Product Variants:-

Accu Chek Instant :

Accu Chek guide: Accu Chek Active:
Accu Chek Instant S :
 Price: Pricing Options and Affordability

Dr . Morepen Accu Chek One touch

Gluco one:-Rs.599/ Guide:-Rs.2249 Select plus simple

Rs .715 Instant:-Rs.1549 glucometer:-Rs.2075
Instant s :-Rs.759
Active:-Rs.1099
cheapest with upto 300
Expensive with upto 500 transferable recent Mediocre price range with upto
transferable recent readings and
readings and 50 test strips cost Rs.965 500 transferable recent readings
50 test strips cost Rs.704
It has the most safe lancing device (Softclix) and 50 test strips cost Rs.1060
Not much information about
Internationally recommended for clinical lancing device ranks after Softclix
lancing device
accuracy which makes it ahead of the other Uses colour technology
no warning or reminders features
two competitors Comparatively less variants
Gives average reading of last 7 days
 Place: Availability and Distribution Channels
Roche Diabetes Care India

Manufacturing partner : Improve access to diabetes care by

Sanmina SCD India
shortening time to market
Assembly and Distribiution Become sustainable by reducing
partner : Parekh integrated
services Pvt.Ltd carbon footprint
warehouse providing kitting
and distribution network at The production of Accu chek meters takes
Bhiwandi
place in the Sanmina’s state of the art multi
Supplier house at client manufacturing site in Chennai, India in
Ghatkopar
line with the globally approved quality
Product reaches the
pharmacies and medical
standards synonymous with the brand.
supply stores
Promotion: Marketing communication
strategies for Accu Chek glucometer
Digital Campaigns
Social media and online advertising
campaigns create awareness and
engagement.

Educational Initiatives
Launching conferences for raising
awareness about importance of
regular blood glucose monitoring to https://www.youtube.com/watch?v=hEYLscAMrrU
empower individuals to

In store promotions
The brand implements promotional activities within pharmacies and medical supply
stores such as providing discounts and bundled packages
Key takeaways and Way Forward
1 Continuous monitoring of customer feedback increasing market
shares.

Initiating corporate social responsibility measures by conducting

2 welfare awareness activities for lesser strata of society.

Innovative distribution methodologies for easy availability of the kit,

3 e.g, making it available at OTC stores like grocery outlets, etc...

Reviewing competitor's strategies on all four parameters-

4 Price,Product,Place and Promotion.
Thank You
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