Brand health check and price sensitivity study on Intravenous Cannula Medical Device
Date of Publication
2010
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
Subject Categories
Marketing
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Thesis Adviser
Bienvenido Lorenzo C. Encarnacion
Defense Panel Chair
Jaime S. Ong
Defense Panel Member
Donald Lim
Abstract/Summary
BD (Becton, Dickinson and Company) is a medical technology company that manufactures and sells medical supplies, devices and instruments and operates globally. One of its best selling products is the intravenous cannula. The intravenous cannula market continues to grow by 2.11% because of the increase of infusion therapies being administered to pediatric and adult patients (See Table 6.). However, the price of BD Neoflon, BD Venflon, and BD Venflon Pro Safety appears to be expensive (P90-P125), compared to B. Braun (P60-P105), BD Insyte (P31-P59) and Mediflon (P70). The issue of price sensitivity then needs to be determined. This study will serve as a means for BD in finding out the best pricing plan to be used. It will also serve as a guide for BD in identifying their position in the market and in sourcing for solutions to edge above their competitors such as B. Braun and Mediflon to name a few, that have started to penetrate the market.
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTU020516
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Recommended Citation
Choi, A. H., & Meily, A. F. (2010). Brand health check and price sensitivity study on Intravenous Cannula Medical Device. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/18089