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Creation of regional domestic market Erki Mölder

Creation of regional domestic market Erki Mölder. Branding the Baltic Sea Region November 22nd, 2006. Company profile. Founded: 1999 in Tartu, Estonia Employment: 77 Full-Time-Employees IPR: 7 patents (applications) in 4 patent families 2 trademarks

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Creation of regional domestic market Erki Mölder

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  1. Creation of regional domestic marketErki Mölder Branding the Baltic Sea Region November 22nd, 2006

  2. Company profile • Founded: 1999 in Tartu, Estonia • Employment: 77 Full-Time-Employees • IPR: 7 patents (applications) in 4 patent families • 2 trademarks • R&D expenditure: ~17% of sales • Certification: ISO 15189 (Medical Diagnostics) since 2004 • ISO 9001 (in progress) • ISO 17025 (in progress)

  3. E2 tagging FITkit Pro39 cleavage MAbs PRODUCTS Transient protein Molecular Conventional production diagnostics lab diagnostics HEALTHCARE TECHNOLOGY Quattromed Group structure

  4. What is the market? Marketplace is the set of suppliers and consumers with similar action manners • Mobile phones • Hospitals/healthcare • Foodstuff • High-Throughput-Screening (HTS) assays in pre-clinical drug development

  5. What is the (domestic) market? This is the place, where to company: • makes the first sales • makes the most of the sales • is located historically • from which it has the best understanding about

  6. PRODUCT OLD NEW OLD MARKET NEW Why is the domestic market important? 1/2 • You have to start from somewhere • Even big multinationals run the pilot launches prior to worldwide launch of products • The definition table helps to assess expansion risks: 1 2 5 10

  7. Why the domestic market is important? 2/2 • Need to accumulate resources prior to expansion (Human Resources, Know-how, finances) • A soft value for consideration – corporate identity as the part of branding • Thumb rule: “Think global – act local” • All of above is relevant in aqcuiring the resources as well Taking into account all above-mentioned points, we would certainly benefit from having a domestic market of 100 million inhabitants instead of 1,4 million

  8. Do we have any regional domestic markets? • Mobile phones • Hospitals/healthcare

  9. Estonia vs Finland • Estonia Finland • Population 1,4 million 5,5 million • GDP per capita (2004 PPP) 13 107 $ 27 956$ • GDP growth 12% 3,6% • QII 06 2006 E • vs QII 05 • Healthcare costs 2002 • From GDP 5,1% 7,3% • Per capita 602$ 1 943$

  10. Do we have any regional domestic markets? • Mobile phones • Hospitals/healthcare • Foodstuff • (HTS) assays in pre-clinical drug development ------ • Human resources • Capital markets ----- • Governments’ policies • Nation(-al) boundaries

  11. Regional Branding (internal communication) • I am estonian (not finn or swede) • I live inTartu (not in Tallinn) • I live in Baltics (not in Scandinavia) • I live in Central/Eastern Europe • I live in European Union • I am part of Baltic Sea Region. Am I? • WHO AM I? vs “I am american”

  12. Regional Branding (external communication) • What is the Unique Selling Point? • Can it be universal for every area? • At corporate level, the market launch of a new Brand would be impossible without the product/service that would carry the Brand • Are we like Tower of Babel?

  13. THANK YOU!Erki Mölder

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