Image

H 9.4 cm x W 27.53 cm

MEA Launch Week

Sales and Positioning Strategy

Dubai October 2nd 2019

Fortune Teller – Margarita Singer

Agenda

1. Positioning Strategy

2. Sales Strategy

Agenda

1. Positioning Strategy

2. Sales Strategy

Buying criteria for a (Neo-) Ventilation Device?

▪ Ventilation Modes

▪ Technical Specifications

▪ Safety

▪ Hygiene / Infection Control

▪ Ease of use

▪ Ease of movement

▪ Ergonomics

▪ Product Design

Comprehensive

Services

Protective

Therapies

Care-centred

workplaces

Connected

Technologies

Product

Performance

Features

Product Positioning

Qualifying customers

Pricing & Positioning

What is the ‘right‘

CRP for the new V/VN-

series ventilators?

Purely inside out

Disregarding market realities

Disregarding customers’

willingness to pay

Customers not interested in

internal costs and target margins

1 Cost-plus pricing(COGS/TP plus target margin mark-up)

Disregarding a potentially higher

differential value

High risk of underselling

High risk of inducing a downward

price spiral

✓Only applicable for true me-too

products

Competitive pricing(Competitor price plus mark-up/mark-down)

2

✓Customer in the focus

✓Aligned with market realities

✓Regards efforts to improve

innovation

‼ Sound understanding of customer

value perception required

3 Value-based pricing(Customers willingness to pay)

✓

Price Value Evaluation

Value Stairway

Protective

therapies 1

value 1

value x

competitor

advantages

Basic

value

Dräger

added value

cu

sto

mer

perc

eiv

ed

valu

e

Customer

is willing

to pay

or …

Customer

Target

Price

Dräger

?

value 6

Protective

therapies 2

Connected

Technologies

Care-

centred

Workplaces

Comprehen-

sive Services

Positioning new RC portfolio from 2020Current RC portfolio till end of 2019

8

10

12

15

25

20

€

Savina 300

Select

Savina 300

Classic

Babylog

8000

Savina

Carina

Evita

V600

Evita

V800

6

Evita

V300

Evita

V500

Babylog

VN500Babylog VN

600/800

Positioning portfolio 2020

Evita V600/800 vs Competition

CRP‘s €

Evita

V600

Evita

V800

PB 980

Ham. G5/C6

Servo U

GE R860

SV800

SV600

Servo U

PB 980

Ham. C6/S1

Savina

Savina 300

Select

Savina300

Classic

Elisa 800

8

10

14

18

26

22

30

Basic Mid High

Positioning port folio 2020

Universal and Neonatal ventilation

Evita V600

Option NeoFlow

Evita V800

Option NeoFlow

Babylog VN600

Option HFO

Babylog VN800

Option HFOOption HFO

Babylog VN500

Basic Mid High

15

21

24

27

30

35

12

Product

Performance

Price*

Babylog

VN600

€

30,000

20,000

10,000

Product Positioning

Neonatal Ventilation Portfolio – FUTURE / Competition**

* worldwide average CRP / **rough Positioning only

Evita V600

NeoFlow

Evita V800

NeoFlow

7,500

Babylog

VN800

SLE ‘5000’

Stephan

‘Stephanie’

Maquet

‘Servo i’

HUL ‘Leonie’ Acutronics

‘Fabian HFO’

SLE ‘6000’

Maquet

‘Servo N’

Phase out of Babylog 8000 plus

?

New Product Introduction | 17.09.2019

Positioning

TodayP

rice

Performance

Babylog

VN500

New Product Introduction | 17.09.2019

Positioning

TomorrowP

rice

Performance

Babylog

VN600

Babylog

VN800

This market

segment will be

left out in the

coming years

New Product Introduction | 17.09.2019

Positioning

TomorrowP

rice

Performance

Babylog

VN600

Babylog

VN800

This market

segment will be

left out in the

coming years

Evita V600

with Neo

option

New Product Introduction | 17.09.2019

Positioning Neonatal Ventilation portfolio 2020

Babylog VN600/VN800 vs Competition

€

Babylog

VN600

Option HFO

Leoni Plus,

HFO

Fabian

HFO

Stephanie

HFO

Servo N

HFO

Servo N

HFO

18

21

24

27

33

30

Babylog

VN800

Option HFO

Agenda

1. Positioning Strategy

2. Sales Strategy

Release timeline

Official Launch: ArabHealth 2020, January 27th -30th 2020, Dubai, UAE

CE mark availability: January 2020

FDA approval is already pending, expected in Feb 2020

Last order entry for V-Classic (V300, V500, VN500) – March 31st 2020

Only 3 months transition period

Countries with longer local approvals – the timeline will be extended

Sales Strategy:

• Strategic deals delivery 2019 – V-classic/ VN-classic

• Strategic deals delivery Q1 2020 – discuss with your area manager and Margarita

Singer, potentially offer new v-series and vn-series

• Ideally we stop offering v-classic after ArabHealth 2020

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