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.
Inhaltsverzeichnis (Table of Contents)
- 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
- Accu-Chek's (Roche, Diabetes Care) current position in this market
- Relevant stakeholders for the Accu-Chek Mobile in the B2B market
- Competitive advantage of the Accu-Chek Mobile and value proposition for Patients with Diabetes (PwDs)
- Brand architecture pursued with the Accu-Chek Mobile by Roche
- Changes to the Marketing-Mix in order to make the product a success, especially with re- gard to the communication management
- List of references
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper explores the B2B marketing strategies of Roche's Accu-Chek Mobile blood glucose monitoring system. The primary focus is on understanding the product's market positioning, key stakeholders, competitive advantage, and branding approach.
- The global market for blood glucose monitoring systems
- Accu-Chek's competitive advantage in the market
- The role of stakeholders in B2B marketing for Accu-Chek Mobile
- The value proposition of Accu-Chek Mobile for patients with diabetes
- Roche's brand architecture and its application to the Accu-Chek Mobile
Zusammenfassung der Kapitel (Chapter Summaries)
- 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: This chapter provides an overview of the global blood glucose monitoring systems market, including its structure, key players, and anticipated future developments. The chapter highlights the increasing demand for diagnostic devices driven by the rising prevalence of diabetes and growing awareness of blood sugar monitoring. It also discusses the shift from self-monitoring blood glucose (SMBG) devices to continuous blood glucose monitoring (CGM) devices and the impact of technological advancements on the market.
- Accu-Chek's (Roche, Diabetes Care) current position in this market: This chapter examines Accu-Chek's position within the blood glucose monitoring systems market. It highlights the company's strong performance and innovative character, particularly with the launch of the Accu-Chek Mobile, a strip-free system that simplifies SMBG.
- Relevant stakeholders for the Accu-Chek Mobile in the B2B market: This chapter identifies and describes the key stakeholders involved in the B2B purchase decision-making process for the Accu-Chek Mobile. These stakeholders include hospitals, pharmacies, medical centers, health care professionals, and sick funds.
- Competitive advantage of the Accu-Chek Mobile and value proposition for Patients with Diabetes (PwDs): This chapter explores the unique features of the Accu-Chek Mobile that differentiate it from competitors. It highlights its ease of use, reduced waste, and personalized design elements, all of which contribute to the device's value proposition for patients with diabetes.
- Brand architecture pursued with the Accu-Chek Mobile by Roche: This chapter examines Roche's brand architecture, its goals, and its application to the Accu-Chek Mobile. It explains Roche's use of a hybrid brand architecture model, combining elements of both branded house and house of brands approaches.
Schlüsselwörter (Keywords)
This paper focuses on B2B marketing strategies, blood glucose monitoring systems, diabetes management, Accu-Chek Mobile, Roche, brand architecture, stakeholders, competitive advantage, value proposition, and patient-centric design.
- 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
