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

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