This essay is concerned with the global market for blood glucose monitoring systems and puts a special focus on the Accu-Check Mobile system by Roche.
In a first step, the global market is briefly discussed, before secondly, Roche's position is examined in more detail. Additionally, relevant stakeholders for the Accu-Chek Mobile system in the B2B market are considered, as well as the competitive advantages and disadvantages of the system for patients with diabetes. Lastly, possible changes to the marketing-mix to increase the success of the product are discussed.
Table of Contents
1. Description of the global market for blood glucose monitoring systems with respect to market structure, major players (competitors) active in this market as well as current and expected future developments
2. Accu-Chek’s (Roche, Diabetes Care) current position in this market
3. Relevant stakeholders for the Accu-Chek Mobile in the B2B market
4. Competitive advantage of the Accu-Chek Mobile and value proposition for Patients with Diabetes (PwDs)
5. Brand architecture pursued with the Accu-Chek Mobile by Roche
6. Changes to the Marketing-Mix in order to make the product a success, especially with re- gard to the communication management
Objectives and Core Topics
The paper examines the B2B marketing strategy for Roche's Accu-Chek Mobile system, specifically focusing on how to strengthen its market position and brand architecture through optimized communication and stakeholder management.
- Global market analysis of blood glucose monitoring systems
- Stakeholder mapping and buying center dynamics in the B2B market
- Value proposition and competitive differentiation for patients
- Application of hybrid brand architecture models
- Strategic improvements in the marketing-mix and communication management
Excerpt from the Book
Competitive advantage of the Accu-Chek Mobile and value proposition for Patients with Diabetes (PwDs)
Although the blood glucose monitoring systems market is very commoditized and highly compet- itive with a low chance to differentiate yourself from competitor’s products, the Accu- Chek Mobile is very unique compared to other existing blood glucose monitoring systems available in the mar- ket, as the meter allows PwDs to test their blood sugar strip-free and 50 times in a row. According to this, benefits of this procedure are increased ease of use as well as reduction of waste. In this way, Roche aimed at reinventing the way PwDs test their blood sugar by providing a product with superior features. Owing to its unique ease-of-use experience, which has been empirically proven, the device creates high user satisfaction, i.e. expectations are met or exceeded (Roche, 2019). All factors mentioned previously are beneficial for PwDs and thus bring value to them. Thanks to the Accu-Chek Mobile, they are able to control their blood sugar flexibly and easily at any time, no matter where they are and what they are doing, because with the Accu-Chek Mobile they have an all-in-one blood glucose monitoring system. Consequently, their everyday life is not restricted at all, which is particularly important for high-frequency testers. In addition, the wide range of varicolored and differently designed stickers that are available to put on your Accu-Chek Mobile enables a personalized product that brings joy to its customers when using it. For this purpose, Roche is advertising bringing more colors in one’s daily life (Roche, 2019).
Summary of Chapters
1. Description of the global market for blood glucose monitoring systems with respect to market structure, major players (competitors) active in this market as well as current and expected future developments: Analyzes the shift from SMBG to CGM devices and identifies key drivers and major industry players in the global diabetes monitoring market.
2. Accu-Chek’s (Roche, Diabetes Care) current position in this market: Discusses Roche's leadership role driven by the innovation of the strip-free Accu-Chek Mobile system.
3. Relevant stakeholders for the Accu-Chek Mobile in the B2B market: Explains the complex buying center structure, identifying hospitals, pharmacies, and insurance providers as critical influencers.
4. Competitive advantage of the Accu-Chek Mobile and value proposition for Patients with Diabetes (PwDs): Highlights the unique strip-free feature and ease-of-use as primary value drivers for end-users.
5. Brand architecture pursued with the Accu-Chek Mobile by Roche: Details Roche's hybrid brand architecture approach and its alignment with the Diabetes Care division.
6. Changes to the Marketing-Mix in order to make the product a success, especially with re- gard to the communication management: Provides strategic recommendations for B2B marketing, emphasizing lead management, personal selling, and tailored communication for stakeholders.
Keywords
B2B-Marketing, Accu-Chek Mobile, Roche, Diabetes Care, Blood Glucose Monitoring, Market Structure, Buying Center, Stakeholder Management, Brand Architecture, Lead Management, Customer Loyalty, Value Proposition, Healthcare Marketing, Competitive Advantage, Communication Management
Frequently Asked Questions
What is the core focus of this paper?
The paper explores B2B marketing strategies for Roche's Accu-Chek Mobile system, analyzing how to maintain market leadership through strategic communication and stakeholder alignment.
What are the primary industry themes covered?
Key themes include global blood glucose monitoring trends, the shift towards continuous monitoring, B2B stakeholder dynamics, and brand architecture models within the pharmaceutical industry.
What is the main goal regarding the Accu-Chek Mobile?
The goal is to identify how Roche can optimize its marketing-mix and communication strategies to enhance differentiation and ensure long-term success in a competitive market.
Which methodology is applied?
The assignment uses secondary market research and industry analysis to evaluate competitive positioning and strategic B2B management principles.
What topics are addressed in the main body?
The main body covers market structure, stakeholder roles, value propositions, brand architecture, and specific strategic recommendations for lead management and key account management.
Which keywords best describe this study?
Relevant keywords include B2B-Marketing, Roche, Accu-Chek Mobile, Stakeholder Management, and Brand Architecture.
How does Roche differentiate its product?
Roche differentiates the Accu-Chek Mobile through its unique strip-free, all-in-one design, which simplifies blood sugar monitoring and reduces waste for high-frequency users.
What role do insurance companies play in the B2B strategy?
Sick funds act as crucial stakeholders who decide upon the reimbursement of the device, making them a primary target for Roche's technical information and value demonstration strategies.
How is the brand architecture of Roche described?
Roche employs a hybrid brand architecture, blending a 'branded house' approach for the corporate identity with specific product-level branding for its diabetes solutions.
- Citation du texte
- Laura Hins (Auteur), 2020, Business-to Business-Marketing. How to Reinvent the Accu-Chek Mobile by Roche?, Munich, GRIN Verlag, https://www.grin.com/document/987379
