CITIZEN Kenya Market Presentation

CITIZEN SYSTEMS Healthcare products

CITIZEN SYSTEMS JAPAN

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Blood Pressure Monitors

CITIZEN History

CITIZEN SYSTEMS JAPAN CO.,LTD.

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Healthcare products

Consumer electronics

Information systems

CHU503

Mobile Line Thermal Printer

Line Thermal Label Printer

Compact Line Thermalprinter Photo PrinterCompact Line Thermal

printer

Digital BPM Digital Thermometer

Ultrasonic Nebulizer

Digital Ear Thermometer

CTA303 CUN60 CTD504

Scientific Calculator

Printer-equipped Calculator

Semi Desktop Calculator Electronic DictionarySR-270X CX-32N DM1230 ED1600

CMP-20/30 CL-S400DT

CT-S851 CT-S281 CX Series

WatchesClassic Design Black Edition Luxury Gold Eco DriveNP4033 AT400-

02EBM6542-

56PBY0000-

56E

CITIZEN Products


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Nebulizers

Thermometers

Blood pressure monitors

Type of Healthcare Products


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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


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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


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• 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


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• Omron, CITIZEN, Microlife

Brands with their own R&D

Don’t let CITIZEN compared with unknown or lower category brands.

So

Facing Competitors


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• 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:

Differentiate your business.

Market Share


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• How to create demand?

Potential Demand

Talented Demand

OmronMicrolife

CITIZEN

ChineseOthers

Increase the knowledge of customer

YES! I really need one

Country of Manufacturing


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Country Distributor

Medical Centers

End-User

Wholesalers

Smaller Retailers

End-User

Pharmacy Chains

End-User

End-User

Distribution Structure


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Pharmacies

Clinics & Hospitals

Medical shops

Electronic outlets & Hypermarkets

Where are the possible target markets?

Target Market


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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


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CITIZEN Healthcare products can be suggested by

1. Cardiovascular Doctors2. General Doctors3. Kidney specialist4. Family medicine

How to interest them

1. Expert medical representative to visit them2. 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


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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


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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


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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


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CITIZEN covers all market segments

Economy

Mid-Level

High-End

Market Segments


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• Represent the value of the product• The perceptions of customers • A relative position against other competitive

Pricing against competitors and leveling of categories:

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


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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.

Keep updating wholesalers & retailers in your market

Training Sesions


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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 ourbrand to higher levels of the shelf:

Do Different


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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 & How


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CITIZEN designs all types of marketing materials to reach all sectors of the population

Advertising Examples


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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


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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


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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


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2012

2013 2014 2015 2016

High end

Middle end

Low end

SuperLow end

CH452

CH453

CH437

CH456

CH453 AC adapter

CHU503

CH452 AC adapter

BPM Arm Type


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2012 2013 2014 2015 2016

High end

Middle end

Low end

Super Low end

CH657 　　

CH650

CH617

CH618

BPM Wrist Type


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• 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


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• 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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ExampleMarket share (QTY)

Chinese/Taiwanese OEM

No point to compare

Brand company

Direct competitors are Omron,

Microlife, Beurer, Japanese

What we have seen


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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


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Once we understood the consumer we invest more strategically on him.Differentiated promotions on specific customers and country areasSmart investment

What do we have to tell to our consumerWhere we find them, how we reach them

Exhibition, Pricing, Assortment, ExecutionWin with customers vehicles

We need to understand where to play to maximize our resources.What products are winning or losing against competitionMarket opportunities

What we have seen


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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


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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


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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


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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


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