Brand health check and price sensitivity study on Intravenous Cannula Medical Device

• Main Authors: Choi, Angelo Harvey H., Meily, Andrea Nicole F.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18089
• Institution: De La Salle University

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.