ROCHE DIAGNOSTICSROCHE DIAGNOSTICSLINKING CUSTOMER SATISFACTION & PROFITSLINKING CUSTOMER SATISFACTION & PROFITS

Group 3:Group 3:

MalaMala

ManishManish

ManujManuj

MihirMihir

Mojahid Mojahid

Monis Monis

MurliMurli

NavneetNavneet

NiteshNitesh

PrashantPrashant

Prashant MishraPrashant Mishra

HISTORYHISTORYRoche, Ltd. is a Swiss global health-care company that operates Roche, Ltd. is a Swiss global health-care company that operates worldwide under two divisions: worldwide under two divisions: Pharmaceuticals(Tami flu) and Pharmaceuticals(Tami flu) and Diagnostics Diagnostics (quick diagnosis, diseases at molecular level). (quick diagnosis, diseases at molecular level).

Founded in Founded in 1896 by Fritz Hoffmann-La Roche1896 by Fritz Hoffmann-La Roche, the company was early on , the company was early on known for producing various known for producing various vitamins.vitamins.

1934, it became the 1934, it became the first companyfirst company to mass produce to mass produce synthetic vitamin Csynthetic vitamin C, , under the brand name “under the brand name “Redoxon”.Redoxon”.

Roche has also produced various HIV tests and antiretroviral drugs.Roche has also produced various HIV tests and antiretroviral drugs.

In In 1956,1956, Iproniazid Iproniazid was accidentally created to become the was accidentally created to become the first anti-first anti-depressant depressant

Roche DiagnosisRoche Diagnosis was started in was started in 1969.1969.

GROWTH & DEVELOPMENTGROWTH & DEVELOPMENT Roche GroupRoche Group• Group sales for the first quarter up by 17% for the year 2008• Group sales for the first quarter up by 17% for the year 2008

Roche PharmaceuticalsRoche Pharmaceuticals• Pharmaceuticals Division posts strong sales growth of 22%.• Pharmaceuticals Division posts strong sales growth of 22%.• Avastin successfully launched in Europe for colorectal cancer.• Avastin successfully launched in Europe for colorectal cancer.• Study shows Avastin also improves survival in lung cancer patients.• Study shows Avastin also improves survival in lung cancer patients.• Positive data of Avastin also in first-line metastatic breast cancer• Positive data of Avastin also in first-line metastatic breast cancer

Roche DiagnosticsRoche Diagnostics

• • Diagnostics Division opens year with 4%* sales growth.Diagnostics Division opens year with 4%* sales growth.

• • Solid gains for Solid gains for diabetes care and molecular diagnosticsdiabetes care and molecular diagnostics, including women’s , including women’s health and blood screening productshealth and blood screening products . .

Roche Diagnostics expects sales growth to accelerate, particularly in the Roche Diagnostics expects sales growth to accelerate, particularly in the second half, following new product launches in major markets. second half, following new product launches in major markets.

ROCHE DIAGNOSTICSROCHE DIAGNOSTICSRoche Professional Diagnostics:Roche Professional Diagnostics:

Provides integrated branded solutions for Provides integrated branded solutions for blood serum testing, virology, cardiovascular blood serum testing, virology, cardiovascular & infectious diseases.& infectious diseases.

Roche Diabetics Care:Roche Diabetics Care:

Steps to Steps to measure blood glucose,insulin guidance softwaremeasure blood glucose,insulin guidance software and decision support and decision support programs to help physicians and patients make better treatment decisions.programs to help physicians and patients make better treatment decisions.

Roche Molecular DiagnosticsRoche Molecular Diagnostics

Identify patients with disease predisposition Identify patients with disease predisposition

Conclusively identify disease or differentiate disease subtypes and prognosis Conclusively identify disease or differentiate disease subtypes and prognosis

Select best medicines, dosage, minimising the likelihood of adverse events, and predict Select best medicines, dosage, minimising the likelihood of adverse events, and predict therapy response therapy response

Monitor treatment efficacy Monitor treatment efficacy

Ensure the safety of the blood supplyEnsure the safety of the blood supply

ROCHE DIAGNOSTICS COMPETITORSROCHE DIAGNOSTICS COMPETITORS

Affymetrix, AstraZeneca (AZN) Affymetrix, AstraZeneca (AZN)

Beckman Coulter (BEC) Beckman Coulter (BEC)

Bio-Rad Laboratories (BIO)Bio-Rad Laboratories (BIO)

Pfizer (PFE)Pfizer (PFE)

Johnson & Johnson (JNJ) Johnson & Johnson (JNJ)

Gen-Probe (GPRO) Gen-Probe (GPRO)

STRENGTHSSTRENGTHS

Roche monopoly “KING” in the production and distribution Roche monopoly “KING” in the production and distribution of the drug known as Tamiflu. of the drug known as Tamiflu.

Roche is the only drug company authorized to manufacture the Roche is the only drug company authorized to manufacture the drug “tamiflu”.drug “tamiflu”.

First time in history they brought Diagnosis & therapy to one First time in history they brought Diagnosis & therapy to one common level ie. “Molecular level”.common level ie. “Molecular level”.

Dow Jones survey put them first in sustainable index.Dow Jones survey put them first in sustainable index.

Creation of first anti-depressant “Creation of first anti-depressant “Iproniazid”Iproniazid”..

WEAKNESSWEAKNESS

Customer care unit was not up to the mark.Customer care unit was not up to the mark.

Initial customer satisfaction research was not Initial customer satisfaction research was not transparent.transparent.

Online method of feedback was time consuming.Online method of feedback was time consuming.

OPPORTUNITIESOPPORTUNITIES

In survey it revealed that 39% people agreed to buy In survey it revealed that 39% people agreed to buy their products in future.their products in future.

57% people committed to recommend others.57% people committed to recommend others.

Rising health awareness.Rising health awareness.

THREATSTHREATS

Increasing global competition.Increasing global competition.

Ability to sustain the current prices.Ability to sustain the current prices.

Wrong advice on phone can lead to disaster.Wrong advice on phone can lead to disaster.

Government policies & taxes.Government policies & taxes.

CORPORATE LEVEL STRATEGIESCORPORATE LEVEL STRATEGIES

Achieve leadership & profitability through Achieve leadership & profitability through customer satisfaction.customer satisfaction.

Improved research & development. Improved research & development.

Designating a officer for global service quality Designating a officer for global service quality & satisfaction.& satisfaction.

BUSINESS LEVEL STRATEGIESBUSINESS LEVEL STRATEGIES

Link between customer & profitability.Link between customer & profitability.

Assesing the value of Roche product and Assesing the value of Roche product and services through serveys.services through serveys.

EXTERNAL ENVIRONMENTEXTERNAL ENVIRONMENT

Growing Population.Growing Population.

Ageing Population.Ageing Population.

Migrating Population.Migrating Population.

Rising Health Awareness.Rising Health Awareness.

Improvement in Lifestyle of People.Improvement in Lifestyle of People.

Improved Education.Improved Education.

Rising Government Responsibility.Rising Government Responsibility.

Increase in Substitutes.Increase in Substitutes.

QUESTION 1: Analyze Roche Diagnostics’ Approach for QUESTION 1: Analyze Roche Diagnostics’ Approach for improving Customer Satisfaction ?improving Customer Satisfaction ?

They directly did a survey with customers on a 5 points scale.They directly did a survey with customers on a 5 points scale.

Roche Diagnostics came up with the idea of Hotline Roche Diagnostics came up with the idea of Hotline number(Toll Free), where customer can directly interact with number(Toll Free), where customer can directly interact with concerned person.concerned person.

They created a single group of service representatives who They created a single group of service representatives who were trained to provide order assistance.were trained to provide order assistance.

Medical technical support team was also formed for instant Medical technical support team was also formed for instant reply of queries.reply of queries.

QUESTION 2:What are the pros and cons. Of benchmarking QUESTION 2:What are the pros and cons. Of benchmarking specific performance measures ?specific performance measures ?

It is the process through which one company compares it’s performances It is the process through which one company compares it’s performances from other company.from other company.

Following are the pros and cons of performance benchmarking:Following are the pros and cons of performance benchmarking:

Pros-Pros-After getting information from customer , company will know about the After getting information from customer , company will know about the quality of the service and according to this they can improve the quality of quality of the service and according to this they can improve the quality of the service and it help to beat the competition of the market.the service and it help to beat the competition of the market.

Cons-Cons-If the quality of the service is the best then there is the possibility of If the quality of the service is the best then there is the possibility of ignorance to improve the quality in the future and competitors can get the ignorance to improve the quality in the future and competitors can get the benefits from this.benefits from this.

QUESTION 3: Why would a linkage between customer QUESTION 3: Why would a linkage between customer satisfaction & Profitability be expected ?satisfaction & Profitability be expected ?

QUESTION 4: Develop a 10 item vertical marketing audit on QUESTION 4: Develop a 10 item vertical marketing audit on customer satisfaction for Roche diagnostics ?customer satisfaction for Roche diagnostics ?

What is the Marketing Audit ?What is the Marketing Audit ?A marketing audit is a comprehensive, systematic, independent, and

periodic examination of a company’s, business unit’s, marketing environment, objectives, strategies, and activities with a view of

determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing

performance.

WHAT IS MARKETING AUDIT PROCESS?WHAT IS MARKETING AUDIT PROCESS?

How is the marketing performed? Marketing How is the marketing performed? Marketing auditing follows the simple three-step auditing follows the simple three-step procedure.procedure.

Agreement on objectives. Scope

and approachData collection

Report preparation and presentation

MARKETING AUDITMARKETING AUDIT

RECOMMENDATIONSRECOMMENDATIONS

Keep on calling existing customers on regular Keep on calling existing customers on regular intervals.intervals.

Competent customer care executives/technical Competent customer care executives/technical staff to handle customer queries.staff to handle customer queries.

Regular feedback of customers regarding Regular feedback of customers regarding services.services.

Quick and instant reply to customer queries & Quick and instant reply to customer queries & messages. messages.