NEW PRODUCT DEVELOPMENT – TERUMO 

Group – 5
Anchal 
Aparna 
Pooja 
Ravia
Shuvam
 White hat  
• Leading manufacturer of medical devices and supplies
• Revenue - 613,842 million yen Top Competitors of Terumo 
About • Operating profit - 98386 million yen
company 
Baxter

• Category - Healthcare
Olympus
• Sector – Pharma & Medical Devices GE healthcare
• USP- Affordable healthcare and respect for individual and promotion of
 Terumo intercultural understanding. Abott
Brand • Tagline - Contributing to society through healthcare 
analysis Boston Scientific
Eisai Co., Ltd.
• Segment – Manufacture and sale of a range of medical products and equipment Dainippon Sumitomo Pharma
• Target group – General hospital products, disposable medical Co.ltd
equipment,medical electronic products, diabetes care products.
• Positioning – Terumo's unique technology makes medical treatment kinder and Astellas Pharma
Terumo STP gentler.
 STRENGTHS 
1. Robust product portfolio
2. Hospital products include syringes,
infusion pumps, electronic thermometer
and sphygmomanometer, diabetes care
products
Terumo 3. Strong R&D capabilities
4. Global presence mitigating concentration
SWOT
risks
Analysis OPPORTUNITIES
1. Strategic acquisitions likely to promote new
growth opportunities
2. Focus on South East Asia to diversify
production base
3. Strategic alliances likely to improve market
position
4. Ageing population to spur product demand
WEAKNESSES
Product recalls have affected reputation/ loss of
market share
THREATS 
1. Stringent regulations could undermine
domestic and international sales position
2. Cost containment measures could limit profit
growth
3. Further reduction in reimbursement levels
would put downward pressure on Terumo's top-
line growth
 Terumo Product Portfolio 
Access Closure  Guidewires Catheters

• radial and femoral • Active closure for rapid • a robust range of tip • catheter for integration
sheaths and closure and reliable hemostasis shapes and wire of optimal guidewire
devices  proven to accelerate configurations, making support, superior
•  USPs - Lower risk of patient mobility and it possible for you to trackability and
Complications, Improve enable same-day find the right tools for crossability
d patient comfort and discharge your challenging
satisfaction, Reduced procedures - designed
length of stay and for smooth, rapid
Opportunity for same movement through
day discharge tortuous vessels and
difficult lesions. 

Peripheral Intervention Devices Coronary Intervention devices Radial to peripheral Portfolio  Embolics

• Rapid Exchange (RX) PTA • Coronary procedural devices • enables you to utilize a • Endovascular embolization, is
Balloon Dilatation Catheters provide reliable access and comprehensive radial to a nonsurgical, minimally
• USPs - Engineered to closure, navigate through peripheral approach to invasive, endovascular
provide best-in-class tortuous anatomy, and cross perform more peripheral procedure performed to treat
pushability to help in crossing and treat complex lesions to procedures for more an aneurysm or prevent
lesions, Innovative shafts improve patient outcomes.  patients.  blood flow to targeted vessels
provide robust within the body by occluding
strength constructed to cross the vessel using microspheres
lesions, RX systems are or endovascular coils.
designed for ease of use by
increasing procedural
efficiency and reducing
fluoroscopy times, Enables
a single operator to maintain
wire position, Allows
for easier device
exchanges with shorter
guidewire
 Green hat(New Product Ideas)
1. Surgical Division
•Safety Needle with integrated cap​
•Auto Disable Syringe for fixed dose
immunization​
•Triple Blood Bag System​
2. Oncological Division​
•Drug Eluting Microspheres ​
•Ablation Devices​
3. Diagnostic Imaging Products​
•Camera systems ​
•Displays​
4. Dialysis Machine​
5. Respiratory Products​
6. Stretchers and transport chair​
7. Auxiliary Devices​
 
8. Athletic and Metabolism monitoring​ 13. Cardiac Failure solutions​
•A device to track the vitals of the player on •Implantable Cardiac Defibrillator​
field using ML and AI ​ •Left Ventricular assist device​
•Self-therapy device for athletes ​ •Dielectric sensing device for Lung Fluid
•Portable devices to analyse metabolism​ monitoring​
•Joint monitoring device (non-invasive)​ •Flow Reducing Central Venous Catheter​
•Fluid management   •Magneto cardiography device​
•Sports biologics  •Wearable cardiac monitoring devices​
•Implantable sensor for LA pressure
9. Mother and child​ monitoring​
•Smart wearables for maternal health monitoring​ •Interatrial Shunts​
•Foetal tracking device​ •Implantable Pulse Generator​
•Cardiac Resynchronisation therapy
10. Dental and Orthopaedic Products​​ devices
•Joint Replacements - Implants ​​
•Orthopaedic disposables ​​
11. Ophthalmic Devices
Yellow Hat
Oncolog Respirator Hospital
Dialysis
y y Products Furniture
Technical High prevalence
Scope and gaps and incidence of Not very complex
Know-how Respiratory technically
in management
present diseases

Highly •Constant
Utilization per Essential for each
specialized, less innovation in
and every set up
patient is high drug segment
competition
Yellow Hat
Dental Implants Athletic and
•Diagnostic Surgical Supplies Metabolism
and
Imaging monitoring
Orthopaedics

Essential for diagnosis Constant innovation in Market Advancements

of almost every bio-compatible Expertise in Self-care
disease material research

With more focus on Upgraded

preventive and Distribution
High investment but New-Age
low variable cost
curative aesthetic Network
afterwards
procedures, dental Devices
orthopaedics has huge
scope
Yellow Hat
Cardiac
Mother and Opthalmic
care
Childcare Devices
devices
High
High
Prevalance Market
Utilisation
And Dominance
Rate
Incidence 

Less Pool of
Essential Set-
Expertise products for
up end-to-end care
desired
Black hat
Oncological division
(brachytherapy Strecher and
Dialysis Respiratory products
devices and transportaion chair
endoscopic devices)

Lack of awareness
Difficult to attract
about the disease
Stringent approval Lack of  awareness customers based on
restrain growth of
process about  diseases  quality or word of
dialysis device and
mouth 
equipment market

 The unavailability of
High cost of oncology Not much demanding
Price sensitive   adequate resources
devices product 
to diagnose
 Black hat

Diagnostic Imaging • Adherence to legal compliance and quality check 

Products 

Dental and Orthopaedic • High cost of dental imaging systems 

• Lack of reimbursement for dental procedures 
Products   • Orthopedic market mostly requires customized products.

• Target group – elder population

Ophthalmic Devices • Expectations – high quality at low prices, quick service and one stop-cure.

• Difficult to advertise because of low attention span of expected customer.

Mother and child  • Reliability - Difficult to shift to new product 
 PEST Analysis- Political and economic Factors that
Impact Terumo
Government
Regulations and Role Local
Deregulations Governments Play

POLITICAL
International Trade Regulatory
& Other Treaties Practices

Demand Shifts
Consumer from Goods
Disposable Economy to Employment
Income  Service Economy  Rate

ECONOMIC
Inflation Rate Inequality Index / Work Force
Ranking on Gini Productivity 
Index
 Black Hat ( PEST Analysis) ​

Nature of
Social Attitude Level of Social
Power
Contract towards Concerns &
SOCIAL

Birth Rate  Structure in

between Health & Awareness in
Society 
Government Safety Society 
& Society

Technology
Empowerment Level of E-Commerce
Mobile Phone transfer and
of Supply Transparency Acceptance of & Related
& Internet licensing
Chain & Digital Drive Technology in Infrastructure
Penetration issues for
Partners  the Society Development 
Terumo

TECHNOLOGICAL
 Red Hat
Three products that give a 'Good Feeling' are :

Auto Remote
Therapy
Disable Dielectric
Gun
Syringes Sensing
 Alternative  1 : Auto Disable Syringes
About the Product:
Auto Disable Syringe are used
for administering medications using standard and
specialized techniques of fixed dose immunization
Presence of ring and lock mechanism which automatically
breaks the plunger, if reuse of syringe is attempted, thus
becoming unusable.
Global Market is Expected to Grow at a CAGR of 25% by 2026,
Owing to its benefits in mass immunization program supported
by WHO & UNICEF Worldwide.

Competitors: Some of the market participants in the global

Syringes market identified across the value chain include:
Beckton & Dickinson 
Hindustan Syringes & Medical Devices
 OPPORTUNITY TIME TO COMPETENCE
ALTERNATIVE RISK
SIZE IMPLEMENTATION (EXISTING/NEW)

Existing –
R&D Team
3 Months Distribution Partners
Alternative 1 1 month – validation Own Integrated
(Auto Disable INR 500 Cr. Out of total Manufacturing Facility Low to Medium
Syringes for fixed 3,500 Cr. Syringes 1 month – resourcing &
Risk
dose immunization) market in India.  development
1 months – Pilot & Roll out New –
Technical Changes in
Production line

Alternative 1
ACTIVITY SUB ACTIVITY

Insight Government need for fixed dose vaccination of Covid-19 Vaccines. Global shortage and acceptance
Validation of the product with Safety Use features

Specialised Moulds in the Production Department, minor changes in the production and assembling
Resourcing conveyors. 
Same product with added safety features with the existing product I.e., Disposable Syringes. 

Education Instructions Manual with campaign on Safety Features to avoid needle stick injuries. 
Alignment Animated interactive video for the users to understand and safety features.

Mass Rollout after Device Testing with CDSCO and empanelled Central Drug testing Laboratories
Pilot
under Class – B, MDR Licensing. 

Rollout Demand-linked mass production to cater to the surge in market size.

 Alternative 2 – Remote Dielectric
Sensing
About the Product- 
- Uses radio waves to assess lung fluid volume, instrumental in
management of heart failure.
- Gives direct, actionable lung fluid volume.

Competitors- 
- Existing prognostic markers like Pro BNP, naturitic peptide.
- Different other ways of measuring lung fluid which are
subjective in nature.
 Alternative 2:
Time to Competence
Alternative Opportunity Size implementation (Existing/New) Risk

3 Months
1 month – validation
Alternative 2 INR 90 Cr, Targeting
1 month – resourcing
(Remote dielectric the cardiac Medium to High
& development New
sensing for Lung departments across Risk
Fluid) hospitals  1 months – Pilot & Roll
out
ACTIVITY SUB ACTIVITY
Insight The global Heart Failure burden is around 28 million. Pulmonary congestion is the major cause
Validation of discomfort and readmission in heart failure patients as they experience difficulty in breathing.
The existing methods of assessing congestion are subjective and the actionable is not objective.

Resourcing Sourcing of the device will be done from manufacturers based abroad. The device has to get
clearance from Ministry of Electronics and Telecommunication and get BIS certification before
launching into the market.

Education Validation of the insights will be done terms of reproducibility, accuracy and ease of the
Alignment procedure.
Pilot Demo machines to be deployed at centres to test the actionable and to familiarize the clinicians
with the procedures.

Rollout The rollout of the device will include scientific selling of the product. The product will be
imported in phases, having a 5-year plan in place with specified number of products to be
imported in an year.
Alternative  3 : Therapy Gun 
About the Product:
Handheld percussive therapy device
It uses a soft, blunt tip to provide a deep massage to
various muscles throughout the body. 
The machine aims to help alleviate pain and increase
range of motion

Global Massage Guns Market is Expected to Grow at a CAGR

of 9.8% by 2027, Owing to its Application in Improving
Athletes' Performance, Says Absolute Markets Insights

Competitors: Some of the market participants in the global

massage guns market identified across the value chain include:
Therabody
Lifpro
TIMTAM
Hyperice
 Prioritization Matrix
Alternative Opportunity Size Time to implementation Competence Risk
(Existing/New) (Score/Weightage)
Alternative Rs 100 Cr. 1.5 years Existing – Medium to High
3
(targeting customer  – chiropractors, athletes, (3 months – validation R&D Team
physiotherapists, and certain individuals in metro
1 month – resourcing Distribution Partners
and tier 1 cities)
6 months – development Manufacturing partner
2 months – Pilot
2 months – roll out) New –
  Financial Requirements
Marketing Management

DRIVERS: CSF:
Sales and marketing Customer satisfaction (minimum
customer complaints)
Customer service
Quality (customer feedback)
Product offerings
Road Map of Alternative 3:
Roadmap
What Next By When Resources Required
Product Designing 1.5 Years – 2 Years to reach market R&D Team
Prototype Development Financial Resources
Beta Testing Manufacturing Partners
Re-disgning Distribution Channel
Manufacturing Salesforce
Launch
Distribution
Promotion & Sales
Reference 
https://www.mbaskool.com/brandguide/pharmaceuticals-and-healthcare/6478-terumo
.html