Episode 1

Build GTM Strategy for

XYZ’s AI Powered Health
Monitoring Wearables
device
 Market Opportunity and Product Concept and Go-To-Market Operational Excellence and
Vision for the Future
Consumer Insights Differentiation Strategy Financial Viability

Global Market Overview:

Health Monitoring Consumer
US$288bn 25.10% 58% 615 Mn 18.30%
Global Market Size of 3 year CAGR for Health Global Organized Market Total Global Users of Health of Global Market Penetrated
Sources: IDC, Statista, Gartner, ABI Research, 6 sense Health Monitoring Device Monitoring Device Market of total Market size Monitoring Wearable Device in The United States

GLOBAL INSIGHTS MARKET LANDSCAPE - INDIA

United States 18.30% US$11.5Bn 23% 25.1% 79%

Market Size 3 Year CAGR Market share of the of total market penetrated in
China 11.8% leading brand Urban and Tier 1 cities
Germany 5.8%
Factors Driving Market Growth User Segmentation Top Competitors
Japan 5.1% • Age groups 18+
40%
• Income level: Mid to High (above INR 5+ lac) Fire-Boltt 25.10%
United… 4.9%
Geographic Demographics
• Occupation: Students, Professionals, Freelancers
Korea 4.4% Penetration of • Urbanization: Tier 1, Tier 2 and Tier 3 cities boAt 19.70%
30%
France 4.2% Health • Moderate to High health conscious adults
• Noise 18.20%
Monitoring Rising Psychographics Mid to High tech savvy
India 4.1% Wearable Prevalence of • Attitude: Proactive health management
Garmin 12.70%
Russia 3.3% device category Chronic Increasing 15% 15% • Usage Patterns: Occasional & Regular users
Diseases Disposable Govt.
Growing Behavioural • Brand Loyalty: Brand-driven, value-driven Amazfit 8.30%
Canada 3.1% Income initiatives in
Awareness of • Benefit Sought: Prevention, Fitness tracking,
adoption of Health management, Disease management
Top 10 countries representing 65% of global market penetration, Preventive Top 5 market leaders contributing to ~85% of
digital health
Healthcare • Yoga practitioners, Gym & Sports enthusiasts Indian wearables market share, with Fire-Boltt
with United States leading the chart technologies
Behavioural • High-stress jobs, sedentary lifestyle leading the segment with 25.1% market share.
• Wellness Seekers: meditation and wellness
Current Market Trends activities participants
Market share of the leading brands in Health monitoring Market Entry Barriers
wearables device category • Cost-conscious, seeking affordable options
Purchasing • Value-for-Money Seekers Threat of New Entrants
Focus on High initial investment and technology barriers; competitive
Power • Premium Segment: Looking for high-end,
Artificial Personalized Indian wearable market
Intelligence Healthcare luxury health devices
Integration Bargaining Power of Suppliers
Miniaturization Smartphone
and Design Integration Market Entry Challenges Dependence on specialized component suppliers and
outsourced manufacturing
25% Evolution • High Device Cost: High costs reduce accessibility, especially for
18% Bargaining Power of Buyers
15% lower-income individuals
12% 10% Consumer Decision Journey Price-sensitive, health-conscious consumers; influence of
• Lack of Awareness: Many, particularly in rural areas, unaware retailers and online platforms
of wearable benefits Threat of Substitute Products
Post
Apple Fitbit Xiaomi Samsung Garmin Awareness Consideration Decision
Purchase • Limited Healthcare Infrastructure: Inadequate infrastructure Alternatives include other wearables, health apps,
traditional healthcare services
Top 5 market leaders contributing to ~80% global market share, challenges clinical integration of device data
Marketing Product features Brand reputation, Customer support, Rivalry Among Existing Competitors
with Apple leading the segment with 25% market share. campaigns, word- comparison, price, product quality, product updates, • Data Security Concerns: Privacy fears over health data
Market with established global and local brands; need for
of-mouth, online and consumer and perceived and community collection need addressing for trust building among consumers product differentiation
reviews. reviews value. engagement
 Market Opportunity and Product Concept and Go-To-Market Operational Excellence and
Vision for the Future
Consumer Insights Differentiation Strategy Financial Viability

Market Sizing by Product Type ($ Bn) Product Features Potential Product Design

0.5 Key Features

0.75 • Predictive Health Monitoring: Leverages AI to forecast health trends and
Smartwatches
provide early warnings.
1
Fitness Trackers • Cultural Design Integration: Crafted with motifs and materials that reflect
India's heritage and upcoming trends in the market.
5.25 Smart Clothing • Multilingual Interface: Supports India's 22 official languages for truly
personalized access.
Smart Glasses
• Holistic Wellness Tracking: Monitors not just physical, but emotional and
mental well-being.
Medical-Grade
4 Wearables • Community Health Initiatives: Connects users to local health drives and
wellness programs
Product Differentiation - USPs
• The wearables market is currently dominated by Smart watches, • Adaptive AI: Learns from each interaction, tailoring health
coupled with Fitness Trackers they contribute to ~80% of the total recommendations with increasing precision over time.
market
• Extended Wear Comfort: Engineered for the Indian climate, ensuring
• XYZ should target both these segments to get a share of pie and comfort in all conditions.
become a quick health monitoring wearables brand among users.
• Affordable Quality: Offers premium features at a mid-range price point,
ensuring accessibility.
Product Concept
• Inclusive Health: Designed for all ages, with special features for the elderly
• Advanced Healthcare Access: Compact AI-driven device delivering and children
advanced health metrics at your fingertips.
• Mensuration cycle Tracking: Targets women of all age and plan their
• Personal Health Companion: Custom AI offers personalized insights, mensuration cycle in a better way
adapting to each user's health profile.
• Culturally Crafted Design: Traditional aesthetics meet modern Basic Features
functionality for a uniquely Indian wearable. • Heart Rate Monitoring: Precise, continuous cardiac tracking to monitor
• Smartwatch and Fitness Band: Dual product lines cater to varied heart health and detect irregularities.
preferences in style and functionality. • Sleep Analysis: Advanced sensors measure sleep quality, phases, and
• Real-time Monitoring and Analytics: Continuous tracking with immediate duration for improved rest.
health feedback and predictive alerts. • Activity Tracking: Captures all movements, from steps to intense sports,
• Proactive Health Management: Encourages preventive health measures adapting to various fitness levels.
through timely data-driven guidance. • Sports Recognition: Automatically recognizes and records metrics for a
• All-in-One Health Ecosystem: Integrates monitoring, analysis, and advice in multitude of sports activities.
a single wearable solution. • Caloric Burn Calculation: Utilizes personal health data to accurately
estimate calories expended.
Market Opportunity and
Consumer Insights
Ansoff Matrix – Highlighting Product Opportunities
Market Penetration
Focus on increasing market
share within existing markets
with fitness bands and
smartwatches
Market Development
Expand into new markets, like
tier 2 and tier 3 cities, with
new products, adapting
marketing strategies to
regional preferences
Marketing Mix
Product
Introduce the XYZ AI Health
Band with features tailored to
Indian consumers' health and
lifestyle preferences
4 Ps
Place
Distribute through online
platforms, exclusive brand
stores, and partnerships with
health and fitness centers
Product Concept and Go-To-Market Operational Excellence and
Vision for the Future
Differentiation Strategy Financial Viability
Price vs Perception Value Map Sales Channels
Mid Range Segment • Direct Sales: Leverage own e-commerce platform for personalized
Product Development selling.
• E-commerce Partnerships: Collaborate with major online retailers
Introduce new products, like offering exclusive launch deals.
AI-integrated wearables with • Retail Partnerships: Establish a presence in electronics and wellness
advanced health monitoring stores like Croma, Reliance digital etc.
features, to the existing
• Corporate Wellness Programs: Partner with businesses to include XYZ
market
Perceived Value
AI Health Band in employee wellness programs
Diversification Marketing Campaigns
Launch new product offerings, Campaign 1 – AI Powered Health Guardian
such as health monitoring
devices for elderly care or Campaign Target: Health-conscious individuals seeking advanced health
pediatric use, to new market monitoring and insights.
segments Campaign Objective: Establish XYZ Tech as a pioneer in AI-powered health
4000 5000 6000 7000 8000 monitoring wearable devices.
Price (INR) Execution Plan:
• Partner with health and fitness influencers to showcase the device's AI
High End Segment capabilities and health benefits.
• Conduct targeted online and offline campaigns highlighting the device's
Price accuracy, personalized recommendations, and predictive insights.
• Collaborate with healthcare providers to introduce the device to
For regular watch – Price at
patients seeking advanced health monitoring solutions.
20% lower than the leading • Organize workshops and seminars to educate consumers about the
brand for the mid-level watch, benefits of AI-powered health monitoring.
While charging a premium for
Campaign 2 – Elevate Your Health with AI
Perceived Value
Ai integrated offering
Campaign Target: High-end consumers seeking premium smartwatches
with advanced AI features.
Campaign Objective: Position XYZ Tech as a leading brand in the premium
AI-enabled smartwatch segment.
Execution Plan:
Promotion • Feature the device in exclusive events and high-end retail outlets to
Launch with a campaign target affluent consumers.
emphasizing the blend of • Develop premium packaging and accessories to enhance the device's
13000 14000 15000 16000 17000 18000 perceived value and appeal to discerning buyers.
traditional aesthetics and
• Utilize social media platforms to showcase the device's sleek design,
modern technology, using
advanced AI features, and integration with premium smartphones.
digital media, influencer
Target Price (INR): 5999 15999 • Offer exclusive discounts and promotions to attract early adopters and
collaborations, and health-
For Mid segment For High-end segment establish brand loyalty
focused events
 Market Opportunity and Product Concept and Go-To-Market Operational Excellence and
Vision for the Future
Consumer Insights Differentiation Strategy Financial Viability

Achieving Operational Excellence Financial Projects – 5 year

• Manufacturing: Localized production with scalable units in 9000 8509 20%

key Indian regions for agility and cost-efficiency. 13%
8000 11% 12%
• Logistics: Partnerships with leading logistics providers for 6946 10%
swift distribution, with a focus on minimizing carbon 7000
footprint. 6000 Break-even -1%
0%
• Customer Service: Multilingual support centers across India, 5000
Line
4410
leveraging AI for enhanced customer experience
4000 -10%
SCOR Model for XYZ Tech 3000
1628 -20%
Plan 2000 1522
Demand forecasting using AI to optimize inventory and 1086
750 612
1000 -33%
production schedules -30%
Source 0
Strategic sourcing from certified suppliers for quality and 1 -225 2 -5 3 4 5
-1000 -40%
sustainability Revenue EBIDTA PAT Margins
Make Revenue FY 2025 FY 2026 FY 2027 FY 2028 FY 2029
Flexible manufacturing with just-in-time principles to reduce Total #units of Smart Watch FY23 (Mn) 25.0 26.3 27.6 28.9 30.4
waste Assumed Market share 0.5% 1.0% 2.0% 3.0% 3.5%
Deliver
Volume of Smart Watches (in Mn) 0.1 0.3 0.6 0.9 1.1
Multi-tier distribution network for efficient reach to retailers and
Assumed Price of One watch 6000.0 6200.0 8000.0 8000.0 8000.0
consumers
Revenue (INR Mn) 750 1628 4410 6946 8509
Return
Streamlined process for returns, repairs, and recycling to
enhance customer trust and sustainability
COGS FY 2023 FY 2024 FY 2025 FY 2025 FY 2025
Material Cost 2100.00 2108.00 2640.00 2640.00 2560.00
Pricing Model Labour Cost 1200.00 1178.00 1440.00 1360.00 1360.00
Other Overheads 1200.00 1240.00 1520.00 1520.00 1440.00
Value Based Cost-Margin Plus Dynamic Pricing Total cost Per Unit 4500.00 4526.00 5600.00 5520.00 5360.00
Premium pricing Volume of Smart Watches (in Mn) 0.13 0.26 0.55 0.87 1.06
Structured for Seasonal
for AI features, COGS (INR Mn) 562.50 1188.08 3087.00 4792.57 5700.72
profitability to adjustments and
while remaining
support growth promotional
competitive
and R&D offers to drive The first 5 years will be crucial for the company – targeting optimized market share capture of 3.5% by FY29, with break-even
against top-tier
reinvestment market capture in 2 years, with ~70% CAGR though economies of scale and positioning XYZ as a premium ai integrated smart wearables
brands
 Market Opportunity and Product Concept and Go-To-Market Operational Excellence and
Vision for the Future
Consumer Insights Differentiation Strategy Financial Viability

Technology Integration Global Market Entry Strategy

Pioneering next-
gen AI for 5 Year Roadmap Compliance Strategy Marketing Localization
predictive health
outcomes and Key Strategy
Detailed timeline for launching Ensure adherence to Cultural customization of
Develop IoT-
personalized Focus
in new countries, with market international health device marketing strategies for each
Integration

medicine.
connected
ecosystems for research and entry milestones regulations and certifications. region
comprehensive
health
Integrate real-
management
time AI and Three Horizons of Growth Gartner Hype Cycle for Future Roadmap
analytics for
immediate Exploring smart
health insights implants and
holographic
health advisors
Horizon 3:
Short Term Mid Term Long Term Invest in breakthrough
(1-2 years) (2-5 years) (5+ years) Horizon 2:
innovations and
Develop new products
disruptive technologies Global recognition as
Expansion Vision and explore new
in health monitoring a leader in AI-driven
market segments, like
• Near-Term Expansion: Target emerging markets with high growth personal healthcare
elderly care wearables
potential for wearables like Southeast Asia and the Middle East. Navigating
• Mid-Term Entry: Penetrate developed markets with customized challenges of market
Value
product offerings, such as the EU and North America. saturation and
regulatory hurdles
• Strategic Partnerships: Collaborate with global health-tech
companies for joint ventures and technology exchange.
Horizon 1:
• Local Adaptation: Tailor products to meet regional regulations,
Refine and expand
preferences, and health needs.
the existing product
Innovation Pipeline line for market
consolidation
Current R&D Focus Upcoming Features Visionary Concepts
Time
Integration with
Wearables with Implantable health
virtual health Launch of XYZ AI Steady adoption of
stress detection monitors and AI-
assistants and Health Band wearable health
and management driven personal
augmented reality causing a ecosystems
capabilities health advisors. market stir
for fitness training.