CITIZEN Kenya Market Presentation

CITIZEN SYSTEMS
Healthcare products
CITIZEN SYSTEMS JAPAN
ISLAND GATE
General Trading Co LLC © 2015
Blood Pressure Monitors

CITIZEN History
CITIZEN SYSTEMS JAPAN CO.,LTD
Island Gate © 2015

Healthcare products
Consumer electronic
Information systems
CHU503
Mobile Line Thermal
Printer
Line Thermal Label
Printer
Compact Line Thermal
printer
Photo Printer
Compact Line Thermal
printer
Digital BPM Digital Thermometer Ultrasonic Nebulizer Digital Ear Thermometer
CTA303 CUN60 CTD504
Scientific Calculator Printer-equipped
Calculator
Semi Desktop Calculator Electronic Dictionary
SR-270X CX-32N DM1230 ED1600
CMP-20/30 CL-S400DT CT-S851 CT-S281 CX Series
Watches
Classic Design Black Edition Luxury Gold Eco Drive
NP4033 AT400-02E BM6542-56P BY0000-56E
CITIZEN Products
Island Gate © 2015

Nebulizers
Thermometers
Blood pressure
monitors
Type of Healthcare Products
Island Gate © 2015

All CITIZEN products are assembling in China
due to cost effective labor and production cost
same as other brands, the quality control is done
by Japanese engineers in CITIZEN factories
using high quality components; Technology, and
R&D is by CITIZEN Japan but assembling in
Chinese factory belongs to CITIZEN Japan.
Country of Manufacturing
Island Gate © 2015

CITIZEN obtained all necessary international certificates of ISO and
CE, EC and FSC.
CITIZEN has 3 different sites as follows:
Each site has 1 CE certificate and 1 ISO certificate.
Each product has 1 EC Declaration of Conformity and each model
number has 1 Free Sale Certificate from Japan and 1 from China.
1. CITIZEN Systems China
3. Vega Technology
2. Health & Life
Certificates & Sites
Island Gate © 2015

• Customers became choosy and sensitive
• Look for a reliable brand
• Trustable quality
• After sales service.
CITIZEN
• Reputable and reliable brand name.
• Strongly accepted by customers and end-
users.
• 3 main advantages to others: Quality,
Brand Name, Price.
Value for money
Brand Sensitivity
Island Gate © 2015

• Omron, CITIZEN, Microlife
Don’t let CITIZEN compared with unknown or lower category brands.
Facing Competitors
Island Gate © 2015

• Market share is people identifying themselves with your business,
company, product, or services.
• How to increase the market share?
The first step to create your own share of the market is:
Market Share
Island Gate © 2015

• How to create demand?
Omron
YES!
I really need one
Country of Manufacturing
Island Gate © 2015

Country
Distributor
Medical
Centers
End-User
Wholesalers
Smaller
Retailers
End-User
Pharmacy
Chains
End-User
End-User
Distribution Structure
Island Gate © 2015

 Pharmacies
 Clinics & Hospitals
 Medical shops
 Electronic outlets & Hypermarkets
Where are the possible target markets?
Target Market
Island Gate © 2015

 Gift & Advertising companies
 Household retailers
 Bundle with other products or point reward programs
 Online sale
 Air lines, Airport Duty Free, Corporate Staffs, etc
Innovative target markets
Target Market
Island Gate © 2015

CITIZEN Healthcare products can be suggested by
1. Cardiovascular Doctors
2. General Doctors
3. Kidney specialist
4. Family medicine
How to interest them
1. Expert medical representative to visit them
2. Gift items to be given to them (promotional
gifts or some samples to use in their clinic)
3. Launch plan
4. Events
5. Sponsoring them in different occasions
Change the Mind of Doctors
Doctors Suggestion
Island Gate © 2015

 They are using a competitor’s product;
 They are happy using manual methods and devices;
 They don’t realize they can improve their current circumstances by using new
digital devices.
NO! We are not interested.
Why?!
Beat Up Resistance
Island Gate © 2015

How CITIZEN help doctors?
1. Doctor train the patient how to
measure properly
2. Patient measure the blood
pressure daily from home
3. Doctor gets the results, diagnose
the treatment and advice the
patient
3 EASY STEPS
Assisting Doctors
Island Gate © 2015

Benefits for doctors
Extremely accurate results if measured
properly
Daily follow up of the patient progress
More information for a better diagnose &
treatment of the patient
Easy to use devices for all ages
Assisting Doctors
Island Gate © 2015

CITIZEN covers all market segments
Market Segments
Island Gate © 2015

• Represent the value of the product
• The perceptions of customers
• A relative position against other competitive
Pricing Categories
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Personal use
In every home minimum one BPM is required.
Clinical use:
While visiting any doctor the first step is to
measure your blood pressure.
Where to use
Island Gate © 2015

Training topics:
 Importance of home healthcare;
 Importance of regular blood pressure monitoring;
 Effects of high blood pressure on the body;
 Necessity of controlling BP for Hypertension, Diabetic, Kidney failure and pregnant;
 CITIZEN advantages among its competitors;
 Technical Training;
 Effect of sales person on the customer.
Training Sesions
Island Gate © 2015

 Differences in quality;
 Differences in design;
 Differences in features;
 Differences in price;
 Consumer understanding of the products and services they are buying;
 Marketing and promotion, especially advertising;
 Differences in location and availability of services and products;
 After sale service;
 Brand reliability;
Everyone is doing better, we need to do different.
How to compete with direct competitors and pushing our
brand to higher levels of the shelf:
Do Different
Island Gate © 2015

Why to advertise?
 To make more sales;
 To increase product awareness, benefits of products, necessity of controlling health,
how easy to use the devices at home;
 To generate store traffic;
 To reach new customers;
 To create and maintain a brand identity;
 To communicate a change in the existing product line;
 To introduce a new product or service;
How to advertise:
 Participate in the local exhibitions.
 Print Advertising: Newspapers, Magazines, Brochures, Flyers;
 Outdoor Advertising: Billboards, Kiosks, Trade-shows and Events;
 Broadcast Advertising: Television, Radio, Internet, Public Service Advertising.
Invest in your local market to build the brand,
enjoy selling CITIZEN for long time
Advertising: Why, Where &
Island Gate © 2015

CITIZEN designs all types of marketing materials to reach
all sectors of the population
Advertising Examples
Island Gate © 2015

Advantages of CITIZEN Healthcare products:
 CITIZEN BPM’s Irregular Heart Beat Indicator;
 CITIZEN BPM’s Body Movement Indicator;
 CITIZEN CH456 BPM largest LCD screen;
 CITIZEN CH657 BPM slimmest wrist type in the world;
 CITIZEN Thermometers water resistance and fully washable;
 CITIZEN Thermometers made of Antibacterial Materials;
 CITIZEN IR Ear Thermometer doesn’t require disposable probe;
 2 years replacement warranty;
 Premium quality, high accuracy & Art of Japanese Engineers.
Highlighted Advantages
Island Gate © 2015

 Body Movement Indicator
Body movement indicator is a great feature in CITIZEN BPMs. If
the patient move his hand or body while measuring his/her BP,
the device will alarm.
This feature helps providing the patient with the exact BP
measurement, since the measurement cannot be proper if the
person moves.
 Irregular Heartbeat Indicator
IHB is another unique great features of CITIZEN BPMs;
This feature makes the BPM more than a simple BP measurement
device, and if the patient has irregular heart beat the device will
warn and brings awareness to the user.
CITIZEN BPM Features
Island Gate © 2015

1. Brand name:
 Very well known, Trustable
2. Quality:
 2 years replacement warranty
 Failure rate less than 0.5%
 Very high accuracy
 Clinically validated
 ESH protocol
 CE certified
 Selling worldwide
 Antibacterial thermometer
3. Design
 Innovative designs
 User friendly features
 Body movement indicator
 Irregular Heartbeat indicator
 Large display LCD
 Ac adaptor & battery using options
 Large cuff for obese or people with large arms
CITIZEN Advantages
Island Gate © 2015

2012 2013 2014 2015 2016
High end
Middle end
Low end
Super
Low end
CH452
CH453
CH437
CH456
CH453 AC adapter
CHU503
CH452 AC adapter
BPM Arm Type
Island Gate © 2015

2012 2013 2014 2015 2016
High end
Middle
end
Low end
Super
Low end
CH657
CH650
CH617
CH618
BPM Wrist Type
Island Gate © 2015

• Standard Warranty of CITIZEN healthcare :
- Products is three 3 years for all Dealer Partners commencing from
the date of delivery of products.
- Three years for the end-users commencing from the date of
purchase.
• Technical Support terms and conditions is available upon request.
Warranty
Island Gate © 2015

• Responsibilities for Our sales rep.
– Market survey (Quarterly)
• Market share for BPM
• Sales network VS Share (Hypermarket, ＯＴＣ, hospital etc.）
Example
Responsibilities
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Example
Market share (QTY)
Chinese/Taiwanese
OEM
No point to compare
Brand company
Direct competitors
are Omron,
Microlife, Beurer,
Japanese
What we have seen
Island Gate © 2015

Market share less than 3%
You do not know what to do
Market share 3 %
You are having problem to expand
Market share 5-10 %
You are competing for No2 position.
Market share over 10 %
You start competing to Omron.
What we have seen
Island Gate © 2015

Once we understood the consumer we invest more strategically on him.
Differentiated promotions on specific customers and country areas
Smart investment
What do we have to tell to our consumer
Where we find them, how we reach them
Exhibition, Pricing, Assortment, Execution
Win with customers vehicles
We need to understand where to play to
maximize our resources.
What products are winning or losing against
competition
Market opportunities
What we have seen
Island Gate © 2015

Market share less than 3%
You do not know what to do
You need to convince who we are. Your
proposal is not reasonable enough for them.
You can not visit all of small pharmacy and they
are not in mainstream.
Need to ask yourself: Where is breaking point?
You do not know your market size.
Your customer is weak and small.
They do not want to compete with
big players, so they need something
unique.
* Pricing
* New products
* I do not like this and that…
What we have seen
Island Gate © 2015

Market share 3 %
You are having problem to expand
You need to focus your resources and set
Target customers or Models.
You need commitment for increasing sales
by ADV.
Starting from limited ADV for more
appearance and more opportunities
You start selling well at limited
Customers.
You know who can buy more…
But no approach from big stores.
* Pricing
*No ADV but need ADV cost
What we have seen
Island Gate © 2015

Market share 5-10 %
You are competing for No2 position.
You need commitment for increasing sales by ADV.
Once ADV is done, many of bigger stores will ask
you about CITIZEN products.
You shall enhance reputation.
Now your target is No2 Supplier!
You need to compete No 2 Suppliers.
You are almost to enter big stores.
Recognition from End user is weak.
*Unique products
*No ADV but need ADV cost
What we have seen
Island Gate © 2015

Market share over 10 %
You start competing to Omron.
You are ready to take No2 position
but big stores do not want to buy
only few products from you.
You need to request to CITIZEN or
you need to add products from
some source.
You start catching upstream but you
do not have wide range of products
* Full range of Product lineup
* More request to CITIZEN
What we have seen
Island Gate © 2015

CITIZEN Kenya Market Presentation

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