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Ethical Marketing In Blood Banking Products. By Jayesh Shah What is marketing ? Creating a market . (Eg. Bottles to Bags). Fighting a competition . (Differentiating ourselves - Quality & Service). Focus on the customer - Customer Service

Mission

Terumo Penpol aims at being a World Class manufacturer of Blood Bags and Blood Transfusion Equipment at competitive cost.

TPL aims at being the market leader in India and change agent for modernisation of the Blood Transfusion Services.

TPL - Business Style

• TPL believes in long term relationships with suppliers based on fairness and mutual interest.

• TPL aims at being a responsible corporate citizen conforming to the laws of the land.

• TPL believes in long term relationships with suppliers based on fairness and mutual interest.

• TPL aims at being customer focused and believes in building long term relationships with customers involving top management.

• All TPL products to conform to established international standards.

How Customers makes things happen

• TPL Marketing - The Difference

• Information Update - Current & Future requirements of Blood Transfusion.

• Constantly learning from & educating customers on blood transfusion

• Bench Marking - With International Brands.

• Evolve new product benefits for customers - Leukocyte Filters, TSCD II, T-Ace etc.

• Niche Market & Products

MARKETS : Blood Banks in India & Abroad.

PRODUCTS :

• Blood Collection Bags

• Blood Bank Equipment.

• Scenario in 1999

       - The market share was enjoyed by competitors Gujarat for Blood Bags & Blood Bank
          equipment. ( Price Conscious Mkt)
       -  Reason for Price being major Issue - Lack of awareness on Benefits of Quality.
       -  Conveniently, Competitors never encouraged awareness on Quality.

Marketing Strategy

• Increase the market share by covering the entire segment.

• Started to built the relation from lower level to high end. ( Used stair case).

• Awareness programs on Quality & Components.

• Consistent Quality & Service to Customer.

• Social Marketing.

Marketing Strategy -Implementation

• Focus given to Govt. as well as Trade Segment.

• Used References.

• Value added services to Key Accounts.

• Communicate the products value to all levels - CME ( from lower level to high end).

• Sales Funnel Method & Gemba.

Marketing Strategy - Results

• Customers now look for value for Money by way of Quality as well as service.

• Mordern Blood Transfusion Practices in Gujarat.

• Terumo Penpol - Ethical Marketing

• Quality - Unique Selling Point for all products.

• Never on a price war.
  (Commands Premium price - provides premium quality & service. Even willing to lose business for quality).

• Customer is the Key.

• No special offers or discounts.

• Marketing Strategy - The Way Forward

• Key Account Management.

• New Products /Higher end Products

• Consistent Quality & Service.

Mr. Jayesh Shah
Sales Promotional Manger (WEST)
Terumo Penpol Ltd.

CURRENT TITLE: Sales Promotional Manger (WEST): Terumo Penpol Ltd., Trivandrum India, working with TPL since 1995.

Last Company: TTK Pharma Ltd. As a regional manager from 1980 to 1995.

EDUCATIONAL QUALIFICATION :

B.COM : Graduated in 1978

Visited Blood Bank:

1. Red Cross : Bangkok Thailand to see the Transfusion medicine department

Award from Terumo Penpol:

1. Best customer service award

2. Innovative Idea Award

3. Award for most profitable sales

Attended Workshop:

1. Quality Management Workshop by Indian Red Cross Society

2. National Work shop on Blood Donor Motivation

AREAS OF INTEREST:

Blood safety, Modernisation of blood bank, blood components awareness

POSITIONS HELD:

1. Executive Member : ISBTI Gujarat Chapter

2. Board of Director : Lions Club of Karnavati Ahmedabad

3. Advisor : Rajkot vol. Blood Bank Rajkot