exir redeka company profile new branding_2013
DESCRIPTION
Exir Redeka Ltd. imports quality products from reputable manufacturers in Molecular Biology, Pathology, Lab. Automation and Robotics also unique products in Rapid Diagnostics and related areas in the field of Medicine, Pharmaceutical and Food industries. Exir Redeka Ltd. partners multinational companies such as BioGenex Inc. USA, NanoRepro AG Germany and Xiril AG Switzerland to offer technology of the day and unique services.TRANSCRIPT
Company Profile!!2012
Business in Iran, what might be attractions*? • Health care system is well introduced and developed • Less legal barriers for healthcare professionals is selecting their needs. • Less availability of modern tools and techniques in the past. • More access to media and more awareness on technology of the day by all. • More number of consumers than most of the well established markets in ME. (75 million population)
* In a SWOT context, let’s assume this defines both Strengths and Opportunities although different in nature.
Business in Iran, what might be major concerns*? • Restricted financial transaction. • Vulnerable to conflicts • Not high per capita spend on healthcare budget. • Some foreign investors might be reluctant to strongly present. • Intellectual Property rights existing but not to its general terms. • Central control over pricing and healthcare service fees.
What is needed today is… Category and Specialized selling competencies beyond other factors. It is inevitable to possess such abilities and skills to be a market leader and stay as such. Selling skills to specialists already moved from its traditional style into “meeting specialists and adding value to their knowledge, handling patients and squeezed hectic schedule” Therefore needs transformed to: -‐ Specialized Language -‐ Specialized Techniques -‐ Specialized Management -‐ Specialized Services
And so on…
Price
Market Segmentation based on purchase potential
Quality
Supply Continuity
Automation
Premium Service
Niche Market
Quick Market Presence
We divided the clients Into 4 major target groups: This is based on their potential impact on sales: 1-‐ Institutional Labs. 2-‐ Privately Established . 3-‐ Pharmacies. 4-‐ Research. The joint marketing strategy can be utilized by shared finance and mutual promotional packages by both parties.
40% Institutions Product A
18% Pharmacies Product A
35% Private Product A
Market Segmentation based on purchase potential
Geographical Sales
Potential
PRODUCT A
Tehran top performers Product A Packs/Month
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Tehran total est.~ 22500 packs/month latest in April 2012, Data by Exir Redeka Ltd. direct collection
Provinces Top 10 performers Product A Packs/Month
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
Inst. Lab. Inst Pvt. Inst. Inst. Inst. Pvt. Pvt. Inst.
Alzahra Hospital
Dr. Mohajeri Lab.
Ghaem Hospital
Central Pathology Omid Cance Hospital
Cyto-‐Genetic Dept. Medical
Univ.
Namazi Hospital
Faghihi Clinic Dr. Izadi Lab. All other provinces
All other provinces
Top 10 Provinces top performers total est.~ 10300 Packs/Month latest in April 2012, Data by Exir Redeka Ltd. direct collection
Total Packs / Month, Tehran + Top 10 provinces
Total est.~ 34500 Packs/Month latest in April 2012, Data by Exir Redeka Ltd. direct collection * Only top 5 provinces considered
22,250
10,300
32,550
2,000
34,550
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Tehran Province Tehran +Provinces All other RESEARCH labs NOT in the list
SUB TOTAL
Product A Competitive Landscape
&
Market Players
Iran
Market Characterized by:
• No new comer, a calm market for those existing
• Low quality service
• Long delivery time and unspecified
• Collecting orders for each Q at one go.
• Collecting cash upon delivery.
• No marketing essential tools
-‐ Maintenance by technical staff on trial and error
-‐ Low English proficiency and high staff turnover
Current Market Size and Main Players
A long waited market for New Products!
Why Exir Redeka Ltd.?
There are obvious and evidence based reasons which lies behind the experience of the management and their level of specialized knowledge.
-‐ More than 15 years of experience with Multinationals
-‐ Managing a sales revenue of 80 USD mio or so annually
-‐ Managing more than 50 employees and building specialized teams
-‐ Understanding the brand control
-‐ Expecting the unexpected, others usually entrapped in
-‐ Introducing the strongest entry channel
-‐ How to be the MoH partner of choice
-‐ Optimizing the time-‐consuming regulatory process when possible
-‐ Launching products the way brings long-‐term values for both parties
Sales Orders Field visits
Service and Maintenance
MOH Medical Equipment Office • Inspection • Pricing • Licensing
1 Distributor for Provinces
Scientific and Quality Control
Pathology Department Toos Hospital
Province Service
Supply Chain
Import and distribution diagram at a glance
Distribution to Tehran
and Provinces1
We are using simple and alarming sheets to remind us the order gaps, overstock, highly consumed and slow moving inventory plus many other information we might be in need of.
We also constantly monitor the sales behavior of the products against activities and external forces in order to find out and prevent any disturbance at the beginning and when they just reacted slightly unusual.
We always enjoy working with productive systems and
Strong and simple business analysis and forecasting tools any shortage can kill!
Fast
Operation Local
Support
Specialized Low
Cost
12/21/12 Exir Redeka Ltd. No. 09, Hedayat Sq., Darrous Tel: 021 22 78 34 87 Fax: 021 22 55 62 39
