The marketing plan outlines strategies to promote the Biorad D10 HbA1c analyzer to diabetics and those at high risk of diabetes. The analyzer uses HPLC with a low coefficient of variation to provide more accurate glucose monitoring results compared to alternatives like DCA and Cobas. While priced slightly higher than DCA, it is significantly cheaper than electrophoresis. The document estimates the total HbA1c testing market size at 15 million, with the D10 addressing a 3.5 million niche of patients requiring highly precise results.

1. 10 STEP
Marketing Plan for
(Biorad D10- HbA1c Analyzer-
HPLC Method)
Celeste Mae Belmonte
Ma. Theresa Enrile
Richard Pascual
February 2020

2. Diabetes Mellitus
 a.k.a diabetes
 A metabolic disorder
 High blood sugar level
over a prolonged period of
time
 Sx: Polyuria, Polyphagia,
Polydipsia
 If untreated, can
cause complications

3.  2017: an estimated 425 million
people had diabetes worldwide
 represents 8.8% of the adult
population
 Philippines 2015: 5.9%
prevalence rate in adults 20 to 79
yo
Diabetes Mellitus

4. How is DIABETES diagnosed?
 Fasting Blood Sugar
(FBS)
 Glycosylated hemoglobin
test (HbA1c)

5.  to monitor long-term glycemic
control
 provides an average blood sugar
measurement over a 6- to 12-
week period
 can be used to diagnose diabetes
 used in conjunction with home
glucose monitoring to make
treatment adjustments
What is HbA1c?

6.  Point of care (POC) Instruments –colorimetry
(Cobas b 101 system)
 Immunoassay methods (DCA Vantage
analyzer)
 High Performance Liquid
Chromatography (HPLC) (Biorad D10
HbA1c Analyzer)
 Electrospray Iontophoresis Mass spectrometry
(Automated capillary electrophoresis system)
Methods for Measurement
of HbA1c

7. Methods for Measurement of
HbA1c
Point of care (POC)
Instruments –colorimetry
(Cobas b 101 system)
Immunoassay methods
(DCA Vantage analyzer)

8. Methods for Measurement of
HbA1c
Electrospray
Iontophoresis Mass
spectrometry
(Automated capillary
electrophoresis system)
High Performance Liquid
Chromatography (HPLC)
(Biorad D10 HbA1c Analyzer)

9. 1. Biorad D10 HbA1c analyzer’s PTM are the
diabetics/high risk for diabetes
2. NWD: to have more accurate results regarding
their blood sugar control and to be healthy
3. Can choose DCA or Cobas
4. Gap is DCA/Cobas are known for individual
testing and can be used in clinics
5. The Market size is P 15 million, D10 niche is 3.5
million
Outline
Monitoring Blood Sugar…

10. 6. Biorad D10 uses HPLC method with a
low Coefficient of Variation
7. Priced 10% higher than DCA, but 60%
cheaper than electrophoresis
8. Uses experiences, word of mouth and
advertising
9. Available at most Tertiary Laboratories
10. Uses the Leverage and Niche approach
Outline
Monitoring Blood Sugar…

11. The Biorad D10 HbA1c analyzer’s
PTM are the diabetics/high risk
for diabetes
 Ages 35 and above
 Diagnosed with all types of
diabetes
 high risk
 family history
 impaired glucose
intolerance/insulin resistance
 overweight or obese
 sedentary lifestyle

12. The NEED to be HEALTHY
Self-Actualization
Needs
(Self-Development
& Realization)
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security, protection)
Physiological needs (food, water, shelter)
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
Healthy can engage in activities
sense of belonging
the need to be healthy

13. The Diabetics needs,
wants & demands
Needs
 Safety needs: the need to be HEALTHY in order to feel
secure
 Social needs: if healthy, PTM can be with their loved ones and
have the ability to engage in different activities to feel a sense
of belonging
Wants
 To have more accurate results
 The Gold standard test for glucose monitoring
 used by larger and reputable institutions
Demands
 Better glucose control with more accurate glucose
monitoring

14. Biorad D10 HbA1c Analyzer
has many competitors
 Direct: DCA Vantage
Analyzer, Cobas b 101,
eletrophoresis
 Indirect: Fasting Blood Sugar,
OGCT, OGTT
 Variables: price, accuracy of
results, availability, turn
around time

15. Biorad D10 HbA1c Analyzer
has a low CV
Price/
CV
0-1 2-3 4-5 6-7
High
price
Low
Price
D10
DCA
electrophoresis
Cobas
Price vs. Coefficient of Variation

16. Price/
CV
0-1 2-3 4-5 6-7
High
price
Low
Price
D10
finecare
electrophoresis Arkray
Cobas
Price vs. Coefficient of Variation
I chroma
Biorad D10 HbA1c Analyzer
has a low CV
DCA

17. Biorad D10 Niche Positioning
in HbA1c analysis
Benefit Positioning vs. Brand Matrix
Features D10 Arkray DCA Finecare I chroma Cobas electroph
oresis
Electro
phoresis
HPLC
Immuoassay
POCT
Fully
automated
low CV
Fast turn
around time
less
expensive
IFCC
reference
No Hgb
Variant
interference

18. Biorad D10 positions strongly
in niche market opportunity
 uses high performance liquid
chromatography, which has a low
coefficient of variation, providing
more accurate results for diabetic
patients
 The “GOLD STANDARD” for
monitoring diabetes control
 CV : 2-3% (ADA, WHO NGSP
recommend that CV must be below
3%)

19.  DCA and Cobas are
known for individual
testing
 can be used in
Doctor’s clinics
(Point of care Testing)
Biorad D10 positions strongly
in niche market opportunity

20. Based on the computed data from the
different companies, HbA1c Test
market is 15million
Tarlac city
DCA: 50%
D10: 25%
Immunoassay:25%
Cobas 17%
I Chroma 5%
FineCare 3%
Electro: 0%
National Data:
D10: 79%
DCA: 11%
Immunoassay: 9%
Electro: 1%
Market Share 2019

21. Market Size Estimate
Biorad D10
25%
DCA
50%
Finecare
3%
I Chroma
5%
Cobas
17%
Biorad D10 DCA Finecare I Chroma Cobas

22. Based on the computed data from the
different companies,
HbA1c Test market is 15million
Usage per Year:
DCA: 7,400
D10:3,600
Cobas C111/C501: 2,526
Other Immunoassay: 1,140 (487 +653)
Total: --------15,192 tests PA (P1,000/test)

23.  D10 sales may be: 3.5 million
 Market share of D10 is 25%
 Then the total HbA1c test
market size is
3.5 million/ 0.25 = 15 million
Based on company data, where
D10 share is 25%, total market
size is 15million

24. HbA1c test usage:
 5,000 of 25,000 diabetics in Tarlac city have
their HbA1c tested in a year
 At least 3x a year
 Which costs 1,000 pesos per test
 5,000 x 3 x 1,000 = 15 million
Consumer data indicates a
size of P 15million

25. Concluded that HbA1c test
market is 15 million
1. DCA data: P7.4 million
2. D10 data: P3.5 million
3. Customer Usage data : 15 million

26. Biorad D10 HbA1c
Analyzer
BIORAD D10 AT CLDH BIORAD D10

27. What makes Biorad D10
different?
 Comprehensive and fully automated
Hgb testing in a compact footprint
 uses HPLC method
 low coefficient of variation
 provides more accurate results
 The “GOLD STANDARD”
 simple and efficient operation for
clinical laboratories
 Easy to use

28. Biorad D10 Product
Description
Dimensions:
15.8 inches wide
21 inches deep
18.8 inches high
Weight of machine:
77 lbs
Loader:
31 lbs
Attributes
 Automatic startup checklist
and touch screen
 One step cartridge
switching
 Automatic sample bar code
reading
 Whole blood primary tube
sampling eliminating offline
sample preparation

29. Direct Competitors
Point of Care
(Cobas B 101)
Immunoassay
(DCA Vantage Analyzer)
Electrospray Iontophoresis Mass spectrometry
(Automated capillary electrophoresis system)

30. Arkray
Direct Competitors
I Chroma
Finecare

31. HbA1c test
Price Comparison
HbA1c analyzer Price
Electrophoresis 3,000 php
Arkray 1,300
Biorad D10 1,147
DCA 1,040
Cobas 1,000
Finecare 750
I chroma 500

32. Biorad D10 is promoted through
the experience of accurate
results
3
2
1

33. Biorad D10
HbA1c Analyzer

34. Missing one Diagnosis is
one too Many

35. DCA Vantage Analyzer

36. DCA Vantage Analyzer

37. DCA Vantage Analyzer

38. Helping patients live
healthier lives

39. Biorad D10 HbA1c analyzer
is available at:
 Tertiary Laboratories

40. Biorad D10 is a niche leader
 Its main strategy is
dominating the market of
Diabetics who want to have
good glycemic control
 It has a leverage in its low
coefficient of variation
delivering accurate and
precise results

41. 41
SUMMARY

42. 1. Biorad D10 HbA1c analyzer’s PTM are the
diabetics/high risk for diabetes
2. NWD: to have more accurate results regarding
their blood sugar control and to be healthy
3. Can choose DCA or Cobas
4. Gap is DCA/Cobas are known for individual
testing and can be used in clinics
5. The Market size is P15million, D10 niche is 3.5
million
Monitoring Blood Sugar…

43. 6. Biorad D10 uses HPLC method with a
low Coefficient of Variation
7. Priced 10% higher than DCA, but 60%
cheaper than electrophoresis
8. Uses experiences, word of mouth and
advertising
9. Available at most Tertiary Laboratories
10. Uses the Leverage and Niche approach
Monitoring Blood Sugar…

44. 10 STEP
Marketing Plan for
(Biorad D10- HbA1c Analyzer-
HPLC Method)
Celeste Mae Belmonte
Ma. Theresa Enrile
Richard Pascual
February 2020