SUMMER TRAINING REPORT

ON

Comparative Analysis of Customer Preferences towards Imaging & Diagnostic Equipments ---- A Study on Delhi Region

At

SIEMENS HEALTHCARE LTD, NEW DELHI Project Guide:

Mr. Aseem Julka (Sales Manager)

Submitted By:
27-MBA-10 BATCH: (2010-2012)

Submitted in the partial fulfilment of requirement for the award of Degree of Master of Business Administration from THE BUSINESS SCHOOL

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DECLARATION

I, RAGHAV GANDOTRA student of THE BUSINESS SCHOOL, UNIVERSITY OF JAMMU pursuing M.B.A course hereby declare that the project work entitled A Comparative Analysis of Customer Preferences for Imaging & Diagnostic Equipments is an original work carried out by me, availing the guidance of my project guide. This report bears no resemblance with any other report submitted to University of Jammu or any other University for the award of any degree.

Place: Jammu Date: 10-08-2011 RAGHAV GANDOTRA

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ACKNOWLEDGEMENT

No task is a single persons Endeavour. Various factors, situations and people integrate to provide the background for the accomplishment of the task. Behind this work lie the kind help, assistance and valuable advice of many people to whom we will remain indebted. I extend a whole hearted thanks to my mentors Mr. Aseem Julka (Sales Manager) & Mr. Rishabh Aggarwal (Sales Manager) for their valuable contribution in a substantial way during all the stages of the preparation of this report. Their guidance at every stage of the project enabled me to successfully complete this project, which otherwise would not have been possible without her constant encouragement and motivation. My special thanks to Siemens Ltd. (Healthcare Division), which accepted me in spite of my inexperience in the field, and gave me the opportunity to work and learn with them. Words seem to be inadequate to express my sincere thanks to Mr. Girish Sadana (Senior Manager-Sales) and Mr. Amit Varshney (Regional Marketing Manager), who, in spite of their busy schedules, gave me their valuable guidance, constructive criticism, untiring efforts and immense encouragement during the entire course of study due to which my efforts have been rewarded. I would also like to extend my gratitude to all the employees of Siemens Healthcare Ltd, for providing me vital information regarding the project. I thanks for their coordination and cooperation.

RAGHAV GANDOTRA

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CONTENTS
o Certificate o Declaration o Acknowledgement

Chapter 1 : Company Profile

Siemens Ltd - At a Glance Siemens Worldwide Siemens in India Siemens Healthcare in India

Chapter 2 : Products & Services Portfolio

Imaging & Diagnostic Products Portfolio Siemens Environmental Portfolio From Recycling to Refurbishing

Chapter 3 : Competitors Overview

GE Healthcare Philips Healthcare

Chapter 4 : Research Methodology

Data analysis of consumer preference & interpretation

Chapter 5 : Findings & Conclusion

List of potential buyers Limitations and Scope for Future Study

o Bibliography o Annextures
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SIEMENS LTD. AT A GLANCE

Siemens was founded in Berlin by Werner von Siemens in 1847. As an extraordinary inventor, engineer and entrepreneur, Werner von Siemens made the world's first pointer telegraph and electric dynamo, inventions that helped put the spin in the industrial revolution. He was the man behind one of the most fascinating success stories of all time - by turning a humble little workshop into one of the world's largest enterprises. As Werner had envisioned, the company he started grew from strength to strength in every field of electrical engineering. From constructing the world's first electric railway to laying the first telegraph line linking Britain and India, Siemens was responsible for building much of the modern world's infrastructure. Siemens is today a technology giant in more than 190 countries, employing some 440,000 people worldwide. Siemens work in the fields of energy, industry, communications, information, transportation, healthcare, components and lighting has become essential parts of everyday life. Founded more than 150 years ago, the company is active in the areas of Information and Communications, Automation and Control, Power, Transportation, Medical, and Lighting.

a) Vision Statement

To remain market leader and technology pace setter in the engineering and electronics industry by utilizing the high-tech engineering expertise of the Siemens group worldwide to maintain our strong and prominent local presence.

b) Mission Statement To realize our vision by Providing quality to our customer at competitive prices, to their complete satisfaction. Generating earning sufficient to ensure a secure future for the company and to protect and increase our shareholders investments.

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To enhance creativity and job satisfaction of our employees by providing opportunities for personal development, limited only by their own ability and drive.

To contribute to the national economy, whilst realizing a strong sense of responsibility to society and the environment. To enhance the investment of our customer through Human Excellence, our Technology, our Processes, our High Standards of Quality and Financial strength.

c) Siemens Business Philosophy To set the benchmark by being the Best in Class in their fields and to create value for their customers, wealth for their shareholders, and a future for their employees while giving back graciously to society, a piece of their success.

d) Principles of Siemens Customers

People Innovation Responsibility Value

We strengthen our CUSTOMERS - to keep them competitive Our success depends on the success of our customers. We provide our customers with our comprehensive experience and solutions so they can achieve their objectives fast and effectively.

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We empower our PEOPLE - to achieve world-class performance Our employees are the key to our success. We work together as a global network of knowledge and learning. Our corporate culture is defined by diversity, by open dialogue and mutual respect, and by clear goals and decisive leadership.

We push INNOVATION - to shape the future Innovation is our lifeblood, around the globe and around the clock. We turn our people's imagination and best practices into successful technologies and products. Creativity and experience keep us at the cutting edge.

We embrace corporate RESPONSIBILITY - to advance society Our ideas, technologies and activities help create a better world. We are committed to universal values, good corporate citizenship and a healthy environment. Integrity guides our conduct toward our employees, business partners and shareholders.

We enhance company VALUE - to open up new opportunities We generate profitable growth to ensure sustainable success. We leverage our balanced business portfolio, our business excellence and synergies across all segments and regions. This makes us a premium investment for our shareholders.

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SIEMENS WORLDWIDE
Initially there were three units in different areas of operation: SRW-Siemens Reiniger werke (Medical Engineering), SSW-Siemens Schukert Werke (energy) and SH_Siemens Halske (Communication). They finally merged into Siemens AG (Aktiengesellschaft) in the 1970s. To continue with its pioneering research and to stay ahead in the field of electrical and electronic technology, Siemens put strong emphasis on research and development with over 4500 employees engaged in this key activity of approximately 8% of the turnover. On an average Siemens spends DM 35 million a day on R&D and has its R&D centers in Europe and USA apart from Germany.

Worldwide sectors and divisions of Siemens Siemens is categorized in 3 main divisions namely: 1. Industry 2. Energy 3. Healthcare

e) Industry Sector Overview The industry sector is one of the worlds leading suppliers of manufacturing, transportation, building and lighting systems. By continuously optimizing productivity, efficiency and flexibility, the division is increasing the economic and environmental competitiveness of its customers in the industry and infrastructure segments. Some major contributions include customized motors, industrial water treatment and VELARO high speed trains.

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( in million Euros ) Revenue New orders Profit Profit margin

% YoY SEQ Growth Q2 2011 Q2 2010 7,812 9% 8,371 22% 824 45% 10.50% Trgt: 10-15%

(Performance in 2nd Quarter)

REVENUE BY REGION ( FY 2010 )

ASIA , AUSTRALIA 20% 22%

24% 34%

EUROPE,AFRICA,CIS MIDDLE EAST (EXCLUDING GERMANY)

AMERICAS

GERMANY

Key figures of the year 2010 (in million of Euro) Total revenue- 34,869 New orders- 34,908 Profit -3,478 Employees- 204,000

The Industry sector of Siemens is further divided in to various sub-sectors or divisions such as: Drive technologies Industry automation Building technologies Mobility Industry solutions

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Industry Sector- Drive Technology Division Division profile Productivity, energy efficiency and reliability are the key requirements of the Divisions customers. And as the worlds no. 1 supplier of products, end to end systems, applications and services for complete power trains and for all the industry segments, Drive Technologies has the solutions they need.

In million of euros New orders Revenue Profit

Q2 2011 2,262 1,978 259

Q2 2010 25% 22% 47%

(Performance in 2nd Quarter)

Industry Sector Industry Automation Division Division profile Fast, flexible, efficient: industry automation offers its customers a unique combination of automation technologies and industrial software spanning entire value chain- from product design to service. The portfolio enables industry customers to slash time-to- market by up to 50 percent.

( in million of Euros) New orders Revenue Profit

Q2 2011 1,862 1,746 306

Q2 2010 23% 23% 60%

(Performance in 2nd Quarter)

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Industry sector Mobility Division Division profile By networking transportation systems more effectively, the Divisions integrated solutions for intermodal transport, traffic management, postal automation and airport logistics are making the movement of people and goods more efficient and ecofriendly.
In million of euros New orders Revenue Profit Q2 2011 1,448 1,978 64 Q2 2010 27% -4% n/a

(Performance in 2nd Quarter)

Industry sector Industry Solution Division Division profile Industry solutions is a leading providers of solutions and services for industrial plants and infrastructure systems, helping customers increase their competitiveness across entire lifecycle and offering attractive solutions in the areas of energy efficiency, pollution control and water management. New orders/ innovation in Q2 The Division received another order to equip an AIDA cruise ship with diesel- electric propulsion systems and power generation and distribution systems. The order, with a value in the lower double- digit million euro range, also includes automation equipment for controlling and monitoring all on-board systems.
In million of euros New orders Revenue Profit Q2 2011 1,572 1,978 64 Q2 2010 10% -4% n/a

(Performance in 2nd Quarter)

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f) Energy Sector - Overview The energy sector is one of the worlds leading suppliers in the field of energy technology. The sector enables customers to generate, transmit and distribute power at the highest levels of efficiency. It helps them also to produce, convert and transport the primary fuels oil and gas. It includes the set up of industrial gas turbines, wind turbines and HVDC transmission.

( in million of Euros) New orders Revenue Profit Profit margin

Q2 2011 6,707 9,205 2,421 36.10%

Q2 2010 8% 51% 198% Trgt: 10-15%

(Performance in 2nd Quarter)

REVENUE BY REGION ( FY 2010)

ASIA , AUSTRALIA

8%

15% EURORE,CIS, AFRICA, MIDDLE EAST (EXCLUDING GERMANY )

51%

26%

AMERICA

Key figures of the year 2010 (in million of Euros) Total revenue -25520 New orders- 30122 Profit -3562 Employees- 88000

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The Energy sector of Siemens is further divided in to various sub-sectors or divisions such as: Fossil power generation Renewable energy Oil and gas Energy services Power transmission Power distribution

Energy Sector Fossil Power Generation Division Division profile The division generates more electricity from less fuel with innovative technologies. Fossil power generation boosts the efficiency of coal and gas based electricity production and provides technologies for low-carbon fossil power generation. New orders /Innovation in 2nd Quarter of 2011 Siemens has received an order from Saudi Arabia for the supply of components for a combined cycle power plant with an associated desalination facility. The order is worth more than USD 1 billion , making it one of the largest posted by Siemens Energy in the Middle East. Commercial operation of the facility is scheduled to begin in early 2014.
In million of euros New orders Revenue Profit Q2 2011 3,206 2,538 2,049 Q2 2010 42% 4% >200%

(Performance in 2nd Quarter)

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Energy Sector Renewable Energy Division Division profile In the dynamic renewable market, the renewable energy division is steadily expanding its position with innovative wind turbines that rank among the most reliable in the world , with large scale photovoltaic projects and with leading- edge technologies for solar- thermal power plants. New orders /Innovation in 2nd Quarter of 2011 The division secured another order for an offshore wind power plant in Germany. The company will supply up to 89 wind turbines for the Borkum Riffgrund 1 project in the Northsea off the Germany coast. With a total capacity of 320 megawatt, the wind power will supply approximately 330,000 German households with clean electricity.
in million of Euros New orders Revenue Profit Q2 201 1,967 931 48 Q2 2010 >200% 8% -53%

(Performance in 2nd Quarter)

Energy Sector Oil and Gas Division Division profile The division offers customers in the oil and gas, process and energy supply industries a wide portfolio of products and solutions for the eco-friendly and resource- saving utilization of energy in areas such as the production and processing of oil and gas and the energy efficient generation of electricity.
In million euros New orders Revenue Profit Q2 2011 1,390 1,123 125 Q2 2010 18% 15% 5%

(Performance in 2nd Quarter)

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Energy Sector Power Transmission Division Division profile Low loss power transmission, reliable switchgear and transformers , and advanced power transmission systems. The division leverages its innovative strength to enable customers to transmit power- for example, green electricity from renewable energy from renewable energy sources like off shore like off-shore wind farms- safely and efficiently.
In million euros New orders Revenue Profit Q2 2011 2,040 1,557 142 Q2 2010 43% 14% -5%

(Performance in 2nd Quarter)

Energy sector Power Distribution Division Division profile The Division meets the prerequisites for sustainable energy management by providing smart grid technologies that increases the efficiency of energy systems. It offers customers innovative medium-voltage components and systems, solutions for electrical systems and networks.

In million euros New orders Revenue Profit

Q2 2011 785 711 54

Q2 2010 1% 7% -42%

(Performance in 2nd Quarter)

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g) Health Sector Overview The healthcare sector is one of the worlds largest providers to the healthcare industry. Its core competencies are on the hand, diagnostic systems and therapeutic technologies, and on the other, knowledge processing including information technology and systems integration. Siemens healthcare is the first integrated healthcare company that combines imaging systems, laboratory diagnostics, treatment solutions and healthcare IT- rounded off by consulting and services.
In million euros Revenue New orders Profit Q2 2011 3,117 3,119 450 Q2 2010 5% 6% -4%

(Performance in 2nd Quarter)

EXTERNAL REVENUE LOCATION OF CUSTOMER

9%
ASIA , AUSTRALIA 20 %

EUROPE, AFRICA ,MIDDLE EAST(EXCL. GERMANY)

42 % AMERICAS

29 %
GERMANY

Key figures of the year 2010 (in million of Euros) Total revenue -12364 New orders- 12872 Profit -748 Employees- 48500

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The healthcare sector of Siemens is further divided in to various sub-sectors or divisions such as: Imaging and therapy Clinical products Diagnostics

Health Care Sector Imaging and Therapy Systems Division Division profile Today, innovative imaging systems like computer tomographs (CT scanners) and magnetic resonance scanner ( MRI scanners) are routinely used in hospitals and doctors offices. They enable early disease detection, reliable diagnosis and effective treatment. Innovative imaging systems allows forms of therapies which are more gentle on patients and also open up treatment options for diseases up to now difficult to treat. The division is also working on better interlacing imaging and therapy. The Divisions advanced IT solutions help make healthcare more patient oriented , open and transparent. Workflow can be designed more efficiently, cutting cost in the process. New orders /Innovation in 2nd Quarter of 2011 The university of Maastricht has contracted with Siemens Healthcare to deliver and install three powerful, high- field magnetic resonance tomographs ( MRT). This order is one of the largest to date in the history of Siemens Healthcare in the Netherlands. The imaging devices will be used by the Brains Unlimited research project of the University of Maastricht. The objective of the project is to further investigate how the human brain functions.

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Healthcare Sector Clinical Products Division Division profile The products of the Clinical Products Division address the largest imaging markets ultrasound and x-ray. In the emerging markets such as India, Brazil, and China, the demand for the healthcare services increases continuously. Especially in countries as large as China, healthcare requirements differ tremendously. While healthcare delivery in megacities meets Western standards, the population in rural areas suffers from merely rudimentary services. Having suitable ultrasound and x-ray products for all these different needs is the task of Clinical Products. Additionally, the Division provides essential components for imaging devices suited to the needs of the respective customer. New orders /Innovation in 2nd Quarter of 2011 Siemens introduced Mobilett Mira. Its first mobile digital x-ray system with a wireless detector. The detector sends image data via W-LAN to an integrated imaging unit and particularly facilitates examinations of the patients that are critically ill and have only limited mobility. Also, a new, rotating swivel arm makes operating the unit easier for clinical staff.

HealthCare Sector- Diagnostics Division Division profile Committed to advancing patient care, the division supports clinicians in diagnosing diseases, managing patients conditions, and monitoring medical therapies. Diagnostic helps improve healthcare quality and reduce treatment costs through early detection. New orders /Innovation in 2nd Quarter of 2011 Siemens Healthcare achieved CE mark registration approval to sell a fullyautomated Mycophenolic Acid Test (MPAT) for use on the Dimension integrated chemistry systems. The test monitors the level of the immunosuppressant drug used
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by physicians to prevent organ transplant rejection.

In million of euros New orders Revenue Profit Q2 2011 918 924 86 Q2 2010 6% 5% -21%

(Performance in 2nd Quarter)

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SIEMENS IN INDIA
Siemens ltd is a leading electrical and electronics engineering company in India. Established in 1922, it was incorporated as a company in 1957 and in 1962 was converted into a public limited company with 51 % of its equity held by Siemens AG and the remaining 49 % held by Indian shareholders. It operates in the energy, industry, healthcare, transportation, information, communications and components business segments. It also operates joint ventures in the fields of communication and information technology. In addition Siemens group in India has presence in the field of power design, renovation and modernization of existing power plant, lighting, and household goods. The Siemens group in India has a widespread marketing and distribution network in addition to multiple manufacturing processes in India. It also has a well-organized up-market value addition in engineering, software, system integration, erection, commissioning and customer services. Siemens long association with India begins in the year 1867 when Werner Von Siemens personally supervised the laying of the first transcontinental telegraphic line between Calcutta and London. Siemens has played an active role in the technological progress experienced in the last three decades. In the 60s the nations expanding investments in power generation called for a range of high quality electrical and auxiliary equipments. Siemens grew out of response to this need. First in a small way assembling switchboards at workshop in Bombay and Calcutta. With products as varied as Switchgears, Motors, Drives and Automation, Power systems automation, Railway signaling telecommunication equipments. The Siemens Group in India has emerged as a leading inventor, innovator and implementer of leading-edge technology enabled solutions operating in the core business segments of Industry, Energy and Healthcare. The Groups business is represented by various companies that span across these various segments. Siemens brings to India state-of-the-art technology that adds value to customers through a combination of multiple high-end technologies for complete solutions. The Group has the competence and capability to integrate all products, systems and
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systems,

Medical engineering and

services. It caters to Industry needs across market segments by undertaking complete projects such as Hospitals, Airports and Industrial units. In all areas of their operation they provide their complete range of offerings. In the energy sector, their expertise ranges from power plants to meters and in the Industry sector; they build airports, as well as produce contractors. In transportation, they deliver complete high speed train where as in lightning, they illuminate large stadium and also manufacture small light bulbs. In Healthcare, they execute complete solution for hospitals, as also provide in the canal hearings aids. In Communication segment they offer a complete spectrum of products from large public networks to mobiles phones. The Siemens Group in India comprises of 22 companies, providing direct employment to over 17,000 persons. Currently, the group has 18 manufacturing plants, a wide network up of Sales and Service offices across the country as well as over 500 channel partners. Today, Siemens, with its world-class solutions plays a key role in Indias quest for developing modern infrastructure. Siemens offer a stable performance in a challenging year It has started 60 new SMART projects to target a market worth over 7 billion. Siemens manufactured Indias first single phase 500MVA HVDC

transformer, first company to manufacture 145Kv insulated switchgear. Siemens received first turnkey metro rail contract for signaling, electrification, rolling stock and system integration for the new 6.1 Km metro line connecting Gurgaons Cyber City to Line 2 of the Delhi metro.

Major Segments of Siemens in India are: o POWER GENERATION: Towns world over are not known for their buildings and houses but because of their infrastructure, and power is backbone for any nations development. Siemens have been supplying the technological know-how, equipments and expertise to the power industry, both public and private sectors, since 1954. it plays an important role in
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generating over 30,000 MW of power close to half of the total installed capacity in the country today. Siemens is associated with major power projects in the country500MW turbojets and 200 MW Combined Cycles Power Plant. For Tata Electric Company at Trombay, the gas based Combined Cycle Power Plant for Maharashtra State Electricity Board (MSEB) at Uran and 655 MW Combined Cycle Power Plant for Gujarat Torrent Energy Co-operation in Gujarat and 3 X 500MW Jayamkondam Lignite Power corporation in Tamil Nadu. o SWITCHGEARS: The increased operating requirement demanded by todays industries has led to a considerable change in the technology for modern distribution and control gear. For example, they must be: able to communicate with electronic systems and meet stringent regulations for personal safety, in addition to coping with increased switching duties and inrush currents. The Siemens range of distribution and control equipment has not only been continually upgraded and recognized fulfill these requirements of the 21st century but it is manufactured and tested to such high standards that it requires very little maintenance, thus providing a long and reliable operation. o MOTORS DRIVES AND UPS SYSTEMS: MOTORS: Siemens motors are high quality machines, which are designed to combine to very vital requirements of modern industry-optimum efficiency and high reliability. They have economical energy consumption and are resilient enough to withstand wide voltage and energy fluctuations. The user friendly ranges of motors are available in several ratings of horsepower and speed and in different constructions that enable the right power to be selected, both technically and economically. Customs built equipments have always been a tradition with Siemens. Sugar centrifuge motors for the cane crushing process, motors for AC variable speed drives for the machine industry, material handling, steel and mining industry are some of the special purpose motors. DRIVES: Variable speed drives are well established in all the sectors of the industry. Siemens offers the complete range of AC/DC drives for a variety of industrial

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applications. Siemens drives guarantee stable operation in the manufacturing process, holding the process parameters within extremely tight limits. They ensure optimum product quality and maximum production. These drives are energy conserving, adaptable to all voltage levels used worldwide, and can be simply integrated into automation environment via the communication bus systems. UPS: to supply critical loads with power that is available even during shutdowns, Siemens had introduced microprocessor based transistorized UPS (uninterrupted power supply) systems that are highly reliable and service friendly. The range extends from 0.5 KVA to 500 KVA. o TRANSPORTATION SYSTEMS: Efficient transportation is an essential part of supportive infrastructure. Siemens continues to maintain their leading position in the safety systems for the railways. Siemens has provided electric railway signaling equipment that has increased speed and safety of travel. In the Centralized Route Relay Interlocking System, the operator sets a safe train route, visually indicated on a control panel, which eliminates all conflicting moves. This has resulted in increased utilization of existing networks whether these systems have been introduced. Siemens Automatic Warning Systems (AWS) already in operation on the central end western railways ensures safety through immediate halting of the train that crosses a red signal. In keeping with the modernization program of the Indian railways, Siemens has already diversified their activities. o INFORMATION AND COMMUNICATION: Telecommunication has become intimately inter-women into modern society and with the increasing number of Internet telephone service providers and rapid rise of call centers all the more importance is attached to it. Siemens is a global and leading provider of information and communication solutions for the Enterprise and Carrier markets. This includes a complete of convergent solutions combining voice, data, video and mobility. With the liberalization of policies by the government, the telecommunication scenario has undergone a sea of change the areas that were inaccessible became accessible and Siemens is now
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acknowledged key player in Indian Telecom Infrastructure development. It has also set up subsidiary/associate companies, namely: Siemens Public Communication Networks Limited (SPCNL). Information and Communication Mobile Devices (ICM MP). Siemens Business Communication Systems Limited (SBCSL).

(Offices of Siemens in India)

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(Siemens India Ltd. Organization Hierarchy)

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SIEMENS HEALTHCARE IN INDIA

Siemens Healthcare (formerly Siemens Medical Solutions, internally within Siemens known as "Med") is a supplier to the healthcare industry, and is headquartered in Erlangen, Germany. The name Siemens Medical Solutions was adopted in 2001. Medical engineering is constantly enhancing the effectiveness of the diagnostic and therapeutic modalities now available to the medical profession. The rapid advances in electronics have resulted in phenomenal benefits accruing to modern medicine. Non-invasive, imaging, faster and accurate diagnosis and paper free documentation of patient data are just a few of the benefits. Siemens has supplied, installed and continues to maintain wide range of diagnostic equipment in the most of the leading hospitals and medical centers in India. Other installations in the intensive care units (ICUs) include patient monitoring systems, Servo-ventilator and Defibrillators. Products mix width of healthcare sector of Siemens India is very vast. It is divided in to different categories: Diagnostic imaging and therapy Laboratory diagnostic Hearing instruments Infrastructure solutions IT solutions and services

Diagnostic imaging and therapy It provides the entire spectrum of imaging systems for diagnosis and therapy, from the electro-medical arena and audiology to IT solutions that optimize workflows in hospital and private, resulting in higher levels of efficiency.

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Products, Solution and Services of Diagnostic Imaging and Therapy are-

Laboratory diagnosticsIn in- vitro diagnostics, Siemens offer a broad portfolio of performance driven solutions that provide more effective ways to assist in the diagnosis, monitoring and management of disease. Their products and services offer the right balance of science, technology and practically across the healthcare continuum to provide the information to deliver better, more personalized healthcare to patients. Products, Solutions and Services of Laboratory Diagnostic are Core laboratory Automation Siemens healthcare diagnostics open systems features automation solutions and preanalytical components that have the flexibility to adapt to virtually any laboratory condition, including size, shape and available space. Core laboratory- Hematology: Siemens hematology systems provide more accurate. First- pass results for laboratory hematology testing. Core laboratory -Hemostasis Siemens powers up your lab with a comprehensive portfolio of hemostasis products. The wide range of analyzers and assays is perfectly aligned to improve operational efficiency in the laboratory.

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Molecular diagnostics: Siemens molecular testing systems enable early detection of major infectious efficacy, and selection of targeted, individualized options. Hearing aids Hearing instruments- Siemens provide a wide range of discreet , attractive and powerful hearing systems that are tailored to the needs of modern , active lifestyles and open up an entirely new world of hearing.

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IMAGING & DIAGNOSTIC PRODUCTS PORTFOLIO

Siemens Ltd. manufactures a variety of products and also provides services to their clients/customers in healthcare. There are basically two vertical of products. Primary care Secondary care

Following are the products that come under Primary care product: X-Rays Magnetic Resonance Imaging Computed Tomography

Following are the products that come under Secondary care product: Cath Labs Patient Monitors Ultrasound

Primary care products (Under this division the cost of products are above Rs 2Cr.) Secondary care products (Under this division the cost of products are below Rs 2Cr.)

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Ultrasound Machine: Ultrasound basically refers to the procedure that uses high frequency sound waves to view internal organs and produce images of the human body. The human ear cannot hear the sound waves used in an ultrasound. Although this limit varies from person to person, it is approximately 20 hertz to 20 kilohertz in a healthy human body. These are as follows: Acuson 300 Acuson 300 Premium Edition Acuson X- 150 Acuson Antares Acuson S 2000

Acuson X300 Premium Edition

Acuson Antares

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Acuson 300

Acuson X-150

Acuson S2000

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X-Ray machines: They are a form of electromagnetic radiation, just like visible light. In a healthcare, a machine sends individual x-ray particles, called photons. These particles pass through the body. A computer or special film is used to record the images that are created. X-ray machines consist of two parts : X-ray machine and high frequency generator.

X-ray machines are categorized on the basis of their mobility as : Mobile x-ray machines: are the one which are easily movable from one place to another. Mobile X-rays manufactured by Siemens are of 2 types. They are namely Multimobil 2.5 and Multimobil 10. The term 2.5 and 10 signifies the out power of the machine which is 2.5kw and 10kw respectively. Static x-ray machines: are the one which cannot move from one place to another. They are conventional x-rays. The factory in Goa is one of the largest manufacturing bases for X-ray products. Within a short period of time, the factory was awarded the prestigious seal of quality ISO 9001- 1994 certification, by the underwriter Laboratories ( UL) USA. Siemens offer 2 types of mobile x-rays:

Multimobil-2.5

Multimobil-10

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Conventional x ray machines offered by Siemens are of 2 types:

Pleophos D 600 mA

Heliophos D 300 mA

High frequency generators offered by Siemens are of 2 types:

Multiphos 15

Multiphos 450

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MRI (Magnetic Resonance Imaging): MRI is a procedure used to scan patients and determine the severity of certain injuries. An MRI machine uses a magnetic field and radio waves to create detailed images of the body. There are various varieties of MRI equipments manufactured by Siemens. Some of them are MAGNETOM Concerto, MAGNETOM Avanto etc. Siemens provides technologically advanced MRI equipments.

Magnetom Concerto

Magnetom Avanto 1.5T

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CT (Computed Tomography): Computed Tomography is based on the x-ray principal: as x-rays pass through the body they are absorbed or attenuated (weakened) at differing levels creating a matrix or profile of x-ray beams of different strength. This x-ray profile is registered on film, thus creating an image. In the case of CT, the film is replaced by a banana shaped detector which measures the x-ray profile. Siemens provides technologically advanced CT equipments. Various kinds of computed tomography manufactured by Siemens are:

SOMATOM Spirit

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SOMATOM Emotion

SOMATOM Sensation

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SIEMENS ENVIRONMENTAL PORTFOLIO

Success stories at Siemens Healthcare: Worldwide, Siemens Healthcare employees support the Sector in acting in an environmentally friendly and sustainable manner. Some examples of their efforts are : Green+ Hospitals:

The Siemens program Green+ Hospitals supports decision makers in healthcare in achieving both their economic and ecological goals with a broad portfolio of products, solutions, and services for more sustainability in healthcare. Green+ Hospitals is not only about environmental protection, reduction of emissions and energy savings: The plus stands for two further factors of success: efficiency and quality. For example, due to the implementation of new compensation systems, hospitals are managing the challenge to operate in a cost-efficient manner and to offer highest quality in medical care with the best possible comfort for the patients .Within a Green+ Hospitals project, at first ,the individual room for improvement of the hospitals regarding environment, efficiency, and quality is being defined. Then, the right solutions for the customers are chosen from the broad portfolio of Siemens. Amongst others, this comprises solutions for building infrastructure and energy, information and communication technology, medical technology and workflow as well as services. Involved employees: GREEN Teams

Siemens GREEN is short for Grass Roots Eco-friendly Employee Network. Several environmentally conscious teams at Healthcare in the USA are participating in this initiative. Their goal is to increase environmentally friendly activities at their places of work. One of these Green Teams is the environmental team of Siemens Hearing Instruments (SHI) in Piscataway, New Jersey. The team is involved in retaining natural resources, in not creating waste, and in reducing environmental hazards.

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Health Care Products in Siemens Environmental Portfolio:

1. MAGNETOM ESSENZA

Environmental benefits: Reduction of energy consumption up to 50 percent Reduction of installation requirements up to 25 percent Reduction of product mass up to 20 percent Zero Helium Boil-Off Technology: No helium consumption during normal usage Customer benefits The most affordable2, all-new 1.5T MRI Saves siting, electricity and construction costs Low installation costs Low connection values for energy and cooling.

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2. MAGNETOM AVANTO

Environmental benefits: Zero Helium Boil-Off Technology: No helium consumption during normal usage Audio Comfort: Noise development reduced by up to 30 decibel Material is up to 93 percent recyclable All constituent materials are documented for high-quality use.

Customer benefits Improved image quality and diagnosis Substantially lower operating costs Patient comfort increased considerably through reduction of noise

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3. SOMATOM Definition

Environmental benefits Uses up to 30 percent less energy thanthe previous model Reduced lead content by more than 80 percent from the previous model (from 110 kg to 19 kg) 97 percent recyclable

Customer benefits Sharp and detailed images Can distinguish between different tissue types in a single scan Lower radiation doses

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FROM RECYCLING TO REFURBISHING

If a customer do not need a system anymore, it contains valuable components and materials, that help to preserve natural resources. In order to return as much as possible old products to economic cycle, Siemens have developed a four-stage product take-back concept. The Refurbished System constitutes only one part of the entire product take-back process at Siemens Healthcare Sector. Because this consist of four sub-processes (Refurbished Systems, Component Reuse, Extraction of spare parts as well as Further Use/Recycling).

Siemens takes care of the disposal of your old medical devices

If desired it contains also disassembly at the site and complete evacuation. At the same time it can be assured that old devices will be used and recycled in an environmentally-friendly manner. Siemens Healthcare Sector has established a network of de-manufacturing and recycling facilities in the countries where they operate. Following nature's principle of recycling, Siemens takes back used medical devices and refurbishes them with the same quality standards as expected in new equipment using state-of-the-art technologies. The maintenance process of

Refurbished Systems enables the reuse of average 90 % of materials in refurbished

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devices. Bearing the "Proven Excellence" quality seal, these systems ensure the customers comparable quality like a new system at up to 30 % lower costs of purchase. The business unit contributes sustainable to environmental protection by two decisive advantages. On the one hand the process extends life-cycle of the systems and enables a longer use, on the other hand it contributes efficiently to preserve valuable resources. Environmental Protection, Occupational Health and Safety (EHS) Demographic changes and concomitant rising cost pressures in the healthcare industry require extensive diversified solutions that increase the quality of care and simultaneously reduce costs. Siemens accepts this challenge as one of the industry leaders of innovation and one of the largest manufacturers of healthcare equipment. The companys extensive portfolio covers all areas of healthcare: from imaging systems for diagnosis and therapy, lab diagnostics and audiology, to modern information technology, as well as service, maintenance and last but not least consultation in the areas of process optimization or hospital planning. And Siemens Healthcare is continuously developing further: Through acquisitions, the companys leading position in clinical information technology, especially in the field of hospital information systems,was improved even further. For the first time, an integrated diagnostic provider came to the fore in the healthcare industry that combines imaging diagnostics, lab diagnostics, information technology as well as consultation and service under one roof.Currently, close to 48,000 employees of Siemens Healthcare worldwide work in more than 130 countries. In fiscal year 2009, the company reached sales of 11.9 billion euros as well as an incoming order volume of 11.9 billion euros. The group result amounted to 1.4 billion euros. The Environmental Protection, Occupational Health and Safety (EHS) department within Siemens has been in existence since 1995. The main tasks of the department tare to advice and support to worldwide compliance with regulations, to reduce negative EHS aspects these include, for example, the handling of hazardous materials and provide a healthy and safe workplace. In addition, EHS is responsible for establishing improvement processes for example, environmentally friendly methods for production or production design. At each site, the person responsible for

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EHS takes care that EHS topics are implemented. The large number of diploma thesis or dissertations written within EHS reflects the importance of the subject matter. The Healthcare Sector welcomes new ideas and supports scientific research in the field of EHS. At Siemens Healthcare, more than 100 employees worldwide work for EHS. They all contribute that EHS policy is applied.

EHS-Policy Commitments: Continual improvement of our EHS performance to protect the environment and provide a safe working environment Control and reduction of EHS hazards and business risks Create products and solutions to improve EHS aspects Conserve natural resources and prevent pollution Compliance to applicable EHS regulations to maintain market access

Environmental protection Environmental protection includes such topics as emission control (emission of material and noise pollution), soil and water conservation (e.g. when handling waterpolluting substances), and waste disposal (disposal of production waste and old products). Increasingly, the emphasis of environmental protection has moved from manufacturing to the overall view of the environmental effects of a product across all phases of its product life. The environmental effects of medical products are especially relevant during their usage. The use phase constitutes up to 75 percent of the energy expenditure of a medical product (e.g., computed tomography). With its integrated product policy, Siemens Healthcare aims to noticeably reduce environmental aspects. In addition, the sector participates in the energy efficiency

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program which checks the energy consumption at worldwide factory sites and reduces it whenever feasible. Occupational health and safety Classic occupational health and safety addresses primarily the prevention of accidents and the protection of employees from work-related disease. Modern occupational health and safety goes beyond these efforts and requires additional preventive and integral solutions in the sense of an all en-compassing operational health protection. For this reason, the Healthcare Sector developed a structure that allows for timely detection of hazards and the reduction of work-related risks. Within the Healthcare Sector, important tasks of occupational health and safety are the creation and implementation of a worldwide occupational health and safety organization within the framework of the EHS management system. The resulting organizational measures for the protection of employees, such as qualification, training in occupational medical and safety-related care, are also of significant importance. In addition, workplaces worldwide (including auxiliary tools and operating materials) are tested for their hazards and risks, actions are implemented to reduce these elements, and their implementation and observance are monitored. This allows for the early detection and minimization of possible work-related risks. Because healthy and productive employees are the capital of a company, Siemens Healthcare values health protection: Occupational preventive services and emergency care for the employees are coordinated within the framework of health management. Medical employees work closely with executives and experts for occupational safety in evaluating hazards. Radiation protection Protecting employees from radiation plays an important role at Siemens. Radiation protection applies, on the one hand, to ionizing radiation caused by X-ray tube assemblies or radioactive substances or, at the other hand, to non-ionizing radiation as it is present, e.g., when operating magnetic resonance imaging systems, lasers or UV radiators.

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Past performances of Siemens healthcare: The healthcare sector introduced several first-of-its kind products in the country. It launched SOMATOM Definition Flash CT scanner, which is the fastest CT scanner in the world with a low radiation dose. The worlds first molecular CT scanner called Biograph mCT was installed for the first time in India. The sector also introduced countrys first robotic cathlab, Artis zeego. One of the most outstanding technologies introduced by Siemens was Liver Elastography using ACUSON S2000 ultrasound system. With this ultrasound system, for the first time in India it is now possible to non-invasively diagnose liver disorders. Another ultrasound system launched was ACUSON SC2000 which provides exclusive cardiac and vascular diagnosis. With this ultrasound system, Siemens also introduced a technology called ECHO in a heartbeat that allows volume scanning of a heart in one second. The sector received the single largest bulk order from one of the government entities. A significant export order was won from China for 20 units of multimobil 5C C- arm systems and 40 units of multimobil 2.5 X-rays. The healthcare market in 2010 registered an overall growth of more than 10% over the year 2009. Siemens Healthcare leveraged these growth opportunities and became the market leader in India. The Sector maintained its leadership position in the business segments of CT scanners, MRI, PET/CT scanners, Cath Labs and X-rays. With a healthy Order intake and improved profitability, the overall performance of the sector was excellent. For FY 2009-10, the Order Value increased by 28% to Rs 7.8 billion, Sales jumped by 39% to Rs 7.5 billion, while Profits from Operations rose by 26% to Rs 519 million. The healthcare sector launched 2 MRI scanners called MAGNETOM Skyra 3 Tesla system and MAGNETOM Aera 1.5 Tesla system , which provide a combination of high end technologies like Total Imaging Matrix( Tim ), 4G and Day Optimization Technology ( dot) for the first time in Asia. The ultimate benefit of these technologies is optimum patient comfort and excellent image quality, thus providing accurate diagnosis. Exports from Goa continued to grow, where orders worth Rs400 million were exported to 16 countries worldwide.

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COMPETITORS OVERVIEW
GE Healthcare GE Healthcare is a division of GE Technology Infrastructure, which is itself a division of General Electric (GE).[1] It employs more than 46,000 people worldwide and is headquartered in Little Chalfont, Buckinghamshire, United Kingdom. GE Healthcare is the first GE business segment to be headquartered outside the United States. In 2004 the formerly named GE Medical Systems was renamed GE Healthcare.
GE HEALTH CARE Subsidiary Medical 2004 Little Chalfont, United Kingdom Worldwide John Dineen (CEO) Medical equipment General Electric

Type Industry Founded Headquarter Area served Key people Products Parent

GE Healthcare has a range of products and services that include medical imaging and information technologies, medical diagnostics, patient monitoring systems, drug discovery, and biopharmaceutical manufacturing technologies. GE Healthcare currently has 7 primary business units: 1. GE Healthcare Global Diagnostic Imaging, headquartered in Waukesha (near Milwaukee), Wisconsin, USA. The Diagnostic Imaging business includes X-ray, digital mammography, computed tomography (CT), magnetic resonance (MR) and molecular imaging technologies. 2. GE Healthcare Clinical Systems, headquartered in Wauwatosa (suburb of Milwaukee), Wisconsin, USA. This business provides a range of healthcare technologies and services for clinicians and healthcare administrators. It includes ultrasound, ECG, bone densitometry, patient monitoring, incubators and infant warmers, respiratory care and anesthesia management. 3. GE Healthcare IT, headquartered in Barrington, Illinois, USA healthcare IT provides clinical & financial information technology solutions such as

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departmental IT products, RIS/PACS (Radiology Information Systems/Picture Archiving and Communication Systems) and CVIS (Cardiovascular

Information Systems). 4. GE Healthcare Medical Diagnostics, headquartered in Little Chalfont, Buckinghamshire, UK. Medical Diagnostics researches, manufactures and markets imaging agents used during medical scanning procedures to highlight organs, tissue and functions inside the human body. 5. GE Healthcare Life Sciences, headquartered in Uppsala, Sweden. This division produces technology for drug discovery, biopharmaceutical

manufacturing and cellular technologies. It also makes systems and equipment for the purification of biopharmaceuticals. 6. GE Healthcare Surgery, headquartered in Salt Lake City, Utah, USA. This provides tools and technologies for cardiac, surgical and interventional care, from cardiac catheterization labs, diagnostic monitoring systems, 3D visualization instrumentation. 7. GE Healthcare GoldSeal, headquartered in Wisconsin, USA. They are providers of second-hand refurbished GE X-ray systems. While it has offices around the globe, GE Healthcare has major regional operations in Buc (suburb of Paris), France; Helsinki, Finland; Budaors (suburb of Budapest), Hungary; Yizhuang (suburb of Beijing), China; Hino & Tokyo, Japan and Bangalore, India. The product line offer by GE is also as vast as that of Siemens. It includes various divisions like: Diagnostic imaging- this include computed tomography , magnetic resonance imaging, mammography, ultrasound. Interventional & surgery- this include interventional X-ray, surgery mobile C- arms. Healthcare IT-this include Healthcare IT, Ultrasound IT, Advantage Workstation. Clinical systems- this include Anesthesia delivery, Diagnostic ECG, Maternal infant care.

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Philips Healthcare Philips is a multinational Dutch electronics company with its headquarters in Amsterdam, Netherlands. It was founded in 1891 in Eindhoven (Netherland). It is basically an electronic industry. Products offer by Philips are distributed in various segments like- Philips consumer electronics, Philips domestic appliances, Philips lighting, Philips healthcare, medical technology .It is employing 119,000 people in more than 60 countries. Philips is one of the largest electronics company in the world. Product line offered by Philips is as vast as GE and SIEMENS. It is as follows: Interventional X-ray

Philips cardiovascular X-ray systems deliver the flexibility and the workflow control. Designed for interventional cardiac, vascular and neuro procedures, angiography systems assist in providing excellent clinical care with high image clarity and low X-ray dose. These x-ray equipments can be used during various types of surgeries like Interventional Vascular and Cardiac Surgeries, Electrophysiology, Interventional Cardiology and Radiology.

Ultrasound

The new iU22 xMATRIX and iE33 xMATRIX ultrasound systems by Philips healthcare promises to deliver outstanding image quality, and a single transducer solution with 2D and 3D. The x-MATRIX imaging systems promises to change the way one view ultrasound as a clinical tool. The ultrasound equipments offered by the Philips healthcare can be used in cardiology, general imaging, regional anesthesia, etc.

Operation Theater Lights

The Phililux range of Operation Theatre Lights use halogen lamps with proper filters to give "cold" bluish white light, almost similar to natural light which is ideal for

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surgeries of all types. The Lights incorporate international safety standards like IEC 60601-2-41, S Mark. ISO 9000 quality standards are followed for design / manufacturing / marketing. The various kinds of lights offered by Philips are examination light, mobile lights, ceiling lights single dome and ceiling lights dual dome. Besides, these Philips healthcare also offers MRI equipments namely Achieva 3.0 TX , Ingenia 3.0T, Achieva 3.0T X-series and CT scanners as Brilliance iCT and iCTSP, MX 4000 Dual, MX 6000 Dual.

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RESEARCH METHODOLOGY
The research process methodology consists of six steps and these steps are as follows: 1. Problem definition. 2. Development of an approach to the problem. 3. Research design formulation. 4. Field work or data collection. 5. Data preparation and analysis. 6. Report preparation and presentation.

Problem Definition

The first step in any marketing research is to define the problem. In defining the problem, the researcher should take into account the purpose of study, the relevant background information and the information needed.

Research Objectives To assess the market coverage of Siemens & its competitors in Delhis Imaging & Diagnostic industry. To analyse customer preference towards using of X-ray, CT-scan, Ultrasound & MRI Scan equipments. To find the potential customers for upgradation of equipments and the new purchases.

Research Design A research design is a framework for conducting the marketing research project. It details the procedure necessary for obtaining the required information, and its purpose is to design a study that will test the hypothesis of interest, determine possible answers to research questions and provide the information needed for decision making. Formulating the research design involves the following steps:(a.) Type of Research Design :- Empirical Research /Quantitative Research

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Quantitative Research: It is based on the measurement of quantity or amount. It is applicable to phenomena that can be expressed in terms of quantity. Empirical Research: It is data based research coming with conclusions, which are capable of being verified by the observation and experiment.

(b.) Method of Collecting Quantitative Data :The research instrument which I am using in my research paper is a questionnaire. It consists of 7 close ended questions. This questionnaire translates the information needed into a set of specific questions that the respondents have to answer.

(c.) Scaling Technique :The scaling method which had been used in the questionnaire is o Rank Order Scale o Ordinal Scale

(d.) Sampling Technique :o Target Population : Hospitals & Diagnostic Centres o Sampling Frame : Delhi region o Sampling Size : 50

Method of data collection

o Primary data :-

These data were collected by personal interview with the existing customers.

o Secondary data :These data were collected from Siemens Annual Report 2009-2010, Internet & Siemens Intranet, various magazines and journals.

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Data Analysis

What type of centre do you work at?

Analysis and interpretation: Major players in the market in Delhi are private hospitals (42%) and diagnostic centres (28%). A small portion is covered by government hospitals (8%) and nursing homes (16%). There are very few charitable hospitals in Delhi as compare to the private hospitals and diagnostic centres.

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 Does your hospital have a formal policy or procedure for equipment procurement?

Analysis and interpretation: 56% of the hospitals and other centres have formal policy for the procurement of the equipments and of them mostly are private hospitals and government hospitals. Small nursing homes and diagnostic centres which cover around 40% of the centres dont have any formal policy for the equipment procurement.

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 What type of medical imaging equipments do you have in your hospital/ diagnostic centre ? CT [ ] MRI [ ] Ultrasound [ ] X-Ray [ ] All [ ]

Analysis and interpretation: Of the total data collected, there were 23 CT scanners, 11 MRI machines, 46 Ultrasound equipments and 44 X-ray machines. Thus total machines covered are 124. Since MRI and CT scanner are very expensive, therefore it is difficult to find these machines in every hospital. MRI and CT scanners were not found in small nursing homes, charitable hospitals and small diagnostic centres. The highest number of machines covered in ultrasound segment (46) and X-ray segment (44) as these machines are not as expensive as MRI and CT and moreover many local & other players (like Listem, Allenger, Aloka, Medison) have also entered the market in ultrasound and X-ray segment.

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 Which brand of imaging equipments are you using?

MRI Siemens GE Philips Other(Please Specify)_________ 6 4 1

Ultrasound 7 22 7 10

CT 14 6 3

X-Ray 17 11 7 9

Analysis and interpretation: The market span of the imaging equipments in Delhi region of different companies is analysed. Siemens has captured 55% and 61% of the market in MRI and CT SCANNER, respectively. Philips has captured around 9% of the market in MRI division which is very low as compare to GE and Siemens. Siemens covers 39% of the share in the X-RAY division in the market. Also, Siemens has around 15% of the market in the ULTRASOUND segment which is very less as compared to the share
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of GE which captures around 48% and other local competitors like Aloka, Mindray, and Medison (22%). Thus GE is giving very tough competition to Siemens in ultrasound segment. GE maintains its leadership largely due to its broad product pricing range. Its sales efforts are equally focused on both its high end systems and also the low end ones. The company keeps gaining market share in terms of units due to its large customer base that buys low-end systems. Philips, Siemens rely on brand loyalty and extended service contracts for their customers. Other aggressive companies include Mindray, Aloka, Esaote, L&T, Sonosite, Blue Star, Medison, Sonoscape, and Shimadzu.

Q7. Since how long are you using the current imaging equipments?

<1 Years

1-3 Years

3-5 Years

5-7 Years

>7 Years

MRI

CT

10

Ultrasound

11

18

X-ray

23

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Analysis and interpretation Nearly 46% of the MRI machines installed in Delhi area are in used for more than 7 years. Some of the hospitals and diagnostic centres are even using the MRI equipments for more than 20 years. As these machines have high durability and expensive and it is difficult for the small diagnostic centres, private hospitals and nursing homes to replace the machines after a short period of time. This analysis also helps us to find out some potential customers who wanted to purchase new MRI machines for their centres.

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Analysis and interpretation 45% of the CT SCANNER installed in Delhi area are in used for more than 7 years and only 13 % of the machines are recently installed (within a year). 22% machines are just 2-3 years old. Some centres are even using the CT SCANNERS for the last 15- 20 years. This shows the ruggedness of the machines as once installed, can be used for many years. Like magnetic resonance imaging, these machines are also very expensive and its a difficult task for small hospitals (private, charitable, nursing homes) and diagnostic centres to replace it after a short period of time. The CT SCANNERS of Siemens are highly durable and they are also very expensive. This analysis also helps us to find out some potential customers who wanted to purchase new CT SCANNERS for their centres.

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Analysis and interpretation: 38% of the ultrasound machines are in functioning for more than 7 years and after that 24% of the machines are in being used for 3-5 years. As major proportion of the machines is older, thus it gives an area to find new potential customers. Majorly the market is covered by GE ultrasound and other small brands like Aloka, Mindray and Medison, and due to these small brands the market span of the Siemens in ultrasounds is less as the machines offered by these small brands are not as expensive as that Siemens. Thus to find new customers in this segment is a tough task for Siemens.

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Analysis and interpretation: 52% the centres are using the X-ray machines for more than 7 years. We have even collected the data from a diagnostic centres named as X-RAY DIAGNOSTIC CENTER, 1 DLF CENTER GK-II which are using the X- ray machines since 1982 and that machine was of Siemens. This depicts the durability of the X-ray machines manufactured by Siemens. By doing this survey we found some potential customers who want to purchase new X-ray machines for their centres.

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 What are your preferences or priorities when buying medical imaging equipment (X-Ray, ultrasound, MRI, CT)?

1 Image Quality Brand name Price Ease of operation After sale services Durability

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Analysis and interpretation: When customer eyes these parameters before buying the equipment although, every parameter is equally and duly important. However in order to ease the analysis the parameters are ranked according to their responses recorded. 32% of the respondents say that image quality is the most vital factor that they look for before purchasing any imaging equipment. Since the cost of equipments is very high, it is seen that the respondents are very concerned with the after sales service offered by the company. It has been the second best priority for the respondents (24%). Pricing strategies adopted by all brands are quite different from each other and the prices of equipments are quite high, therefore respondents ranked the pricing as the third best factor. Imaging giants like Siemens, GE, and Philips have made their existence marked by their holistic approach towards healthcare market. This makes brand name the fourth choice for respondents (12%). It has been seen that the private sector customers are not very much concerned about the pricing, but this factor is given a due importance by diagnostic centers and nursing homes. Durability has been rated as the fifth and only 9% respondents believe that they are concerned with the expected life cycle of the equipment. Now-a- days, companies like Siemens provide an on-site demo of equipments to the potential buyers, so as to make them familiar with how to use the machine. About 3% of respondents ranked ease of operations as the 6th factor in their priority list.

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 Are you planning to buy any new imaging equipment or looking for any kind of upgradability? Yes [ ] If yes, then please specify: MRI [ ] No [ ] Ultrasound [ ] CT [ ] X-Ray [ ] All [ ]

Analysis and interpretation: From the survey conducted I come to know that there are 8 potential customers out of which some are looking for procurement of new imaging equipments and some are looking upgradability in existing one.

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 Kindly Rate the health care equipment manufactured by different brands on different parameters by considering the following criteria [1]- LOW [2]- AVERAGE [3]- HIGH

Company

Parameter

Brand Name

Image Quality

Pricing

Durability

After sales

Sales Promotion

Siemens

Philips

GE

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Analysis and interpretation: Brand name- it is a name, term, sign, symbol, or design or a combination of them, intended to identify the goods or services of one seller or group of seller and to differentiate them from those of competitors. Brand image- it is the perception and belief held by consumers as reflected in the associations held in consumer memory. Brand knowledge- this is all the thoughts, feelings, images, experiences, beliefs that become associated with the brand. 55% of the respondents rated that brand name of Siemens is higher than that of Philips and GE. Only 18% of the respondents rated that brand name of Philips is higher and 27% rated that brand name of GE is higher than any other brand. Thus, Siemens brand name is higher than any other brand.

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Analysis and interpretation: Image quality is a characteristic of an image that measures the perceived image degradation (typically, compared to an ideal or perfect image). 47% doctors and technicians think that image quality of the imaging equipments like CT SCANNER, MRI, ULTRASOUND and X-RAY is far better than the imaging equipments manufactured by Philips and GE. Siemens diagnostic equipments are giving a very tough competition to different companies on the basis of image quality of their equipments.

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PRICING
60% 50% 40% 30% 20% 25% 10% 0% Siemens Philips GE 21% 54% PRICING

Analysis and interpretation: Price is the one element of the marketing mix that produces revenue; the other elements produce costs. Prices are perhaps the easiest element of the marketing program to adjust, products features, channels and even communication takes more time. A well designed and marketed product can command price premium and reap big profits. Price of the equipments manufactured by Siemens is higher than that of the imaging equipments manufactured by GE and Philips and this can be seen from the above mentioned graph which shows that about 54% of respondents rated that price of the imaging and diagnostic equipments manufactured by Siemens higher than the price offered by GE and Philips. The higher prices of the Siemens imaging equipments can be linked to the quality of the products which they are manufacturing, and thus company is charging higher price than any other brand. This thing in marketing terms refers to as Price-Quality Inferences, where price is an indicator of quality.

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DURABILITY
60%
50%

40% 30% 20% 28% 10%

0%

57%

DURABILITY

15%

Siemens

Philips

GE

Analysis and interpretation: Durability refers to the quality of equipment, or goods of continuing to be useful after an extended period of time and usage. We can also say that it is the assurance or probability that an equipment, machine or material will have a relatively long continuous useful life without requiring an inordinate degree of maintenance. From the graph, the equipments manufactured by Siemens are highly durable, means they are long-lasting. 57% of the respondents rated that Siemens equipments are long lasting and can be used for an extended period of time. 28% of the people rated that GEs equipments are highly durable and 15% rated that Philips equipments are highly durable. But still they are far behind the durability offered by the Siemens equipments.

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AFTER SALES SUPPORT

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

46% 39%

AFTER SALES SUPPORT

15%

Siemens

Philips

GE

Analysis and interpretation: Periodic or as- required maintenance or repair of equipment by its manufacturer or supplier, during and after a warranty period is very important. Siemens provides a well defined AMC(Annual Maintainance Contract) policies that enables it to serve its customers in a better way. Zrom the data collected from various centres, 46% of the people are well satisfied by the after sales service provided by Siemens, 36% of the people are satisfied by the after sales support of the GE and only 15% are satisfied by the services provided by Philips. Thus, Siemens is leading in the after sale service offer to their customers than any other brand.

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Analysis and interpretation: Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied. Sales promotion is one of the characteristics of the marketing communication mix. Sales promotion tools offer three distinctive benefits: Communication- they gain attention and may lead the consumer to the product. Incentives- they incorporate some concession, inducement, or contribution that gives value to the consumer. Invitation- they include a distinct invitation to engage in the transaction now. 52% of respondents rated that sales promotion activities done by the GE is higher than any other brand. Here only 18% of respondents rated that sales promotion of Siemens is higher, which is quiet low as compare to Philips and GE. Therefore this is the only area where Siemens needs to improve as this can help Siemens to increase its market share for various products.

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FINDINGS & CONCLUSION

The various findings have been quite illustrated in the graphs drawn. All these findings have opened a very interesting scenario. There were some interesting findings. Siemens has a big market coverage in MRI and CT SCANNER capturing 55% and 61% of the market respectively. While the market coverage in XRay division is 39% that of the ULTRASOUND segment is about 15%. Siemens holds 35% market coverage in comparison to its competitors when all the equipments are taken together. On a whole, around 45% of the imaging equipments are in use from the past 7 or more years. The Respondents eye SIEMENS as a leader when it comes to Brand Name, Image Quality, Customer Satisfaction Services and Durability of the Imaging and Diagnostic equipments. However, the respondents feel that SIEMENS lag Sales Promotions in comparison with its chief competitor GE. Respondents rate SIEMENS as the most valued brand in the Healthcare Sector.

List of Potential Buyers :

List of hospitals DCA- Shanti Mukund,Vikas marg City Hospital, Pusa Road Sanjida Hospital,Bahadur Garh Road Guru Tegh Bahadur Hospital Orbit-Imaging, Pusa Road Mool Chand, Lajpat Nagar-III Fortis hospital, Okhla Max Health Care, Saket

New- Buying X-ray and Ultrasound Machine CT scanner Ultrasound and Cardiac Monitor MRI Ultrasound and CT scanner

Upgradabiity

MRI CT scanner X-ray Machine Cathlab and MRI 3T

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Conclusion: We can conclude that the strategies adopted by Siemens in the past to satisfy customer requirements are warmly acknowledged by the end-users. The Siemens stands firm in the competition with its rivals. With its vast product line, Siemens has been successful in countering the moves played by its competitors. Siemens must intensify the Sales Promotion activities in view of providing the boost to the sales activities and to defend what it has earned since its intervention in the healthcare sector. With its Customer oriented holistic approach, its truly been where it should be seen by its customers A LEADER.

Limitations and Scope for Future Study : No study is free from the limitations, so does mine. There are many limitations that were encountered during the course of study and research process. The limitation of the study is that only respondents and customers from Delhi city of Delhi NCR have been taken into account. The data provided by the respondents could be inaccurate because of the level of knowledge exhibited by them. Majority of the respondants are the people who are the end-users of the equipments and their responses may differ from that of the hospital administration or diagnostic centre owners. However the study has provided encouraging results and there is scope for deriving more information if a more rigorous study is conducted with an increased sample size to cover the entire region.

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BIBLIOGRAPHY
List of Websites: www.siemens.com/entry/in/en www.medical.siemens.com www.gehealthcare.com www.healthcare.philips.com/in_en www.pwc.com/healthcare www.google.com www.wikipedia.com www.intranet.siemens.com www.gken.org/Docs/India_healthcare_19feb.pdf www.salisonline.org/market-research/global-medical-image-processingmarket-2010-2014 www.expresshealthcare.in/201011/market07.shtml www.medicexchange.com/Ultrasound/report-on-india-ultrasound-systemsmarket.html

Books & Reports : Zikmund, William G., Exploring Marketing Research; Thomson Kothari, C.R 2004, Research Methodology : Methods & Research; New Age Publications Siemens Ltd. Annual Report 2010 EHS Report 2010

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ANNEXTURE
QUESTIONNAIRE

Name of the hospital/ centre Address

Name Designation E-mail Telephone Mobile

Q1. What type of centre do you work at? Check all that apply : Government hospital Private hospital Diagnostic centre Nursing home Charitable hospital Any other (please

specify)

Q2. Does your hospital have a formal policy or procedure for equipment procurement? Yes [ ] No [ ] Dont know [ ]

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Q3. Who helps decide which equipment the hospital procures? Who most often leads the team that decides? Check all that apply : Hospital administrator Doctor /other equipment user Medical equipment maintenance department manager. Any other (please specify) [ ] [ ] [ ] [ ]

Q4. From where do you get your spare parts? Check all that apply. Scavenge from obsolete equipment Order from manufacture or vendor Make from locally available supplies Others (please specify) [ ] [ ] [ ]

Q5. What type of medical imaging equipments do you have in your hospital/centre? CT [ ] MRI [ ] Ultrasound [ ] X-Ray [ ] All [ ]

Q6. Which brand of imaging equipments are you using? MRI Siemens GE Philips Other Ultrasound CT X-Ray

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Q7. Since how long are you using the current imaging equipment(s)?

<1 Years MRI CT Ultrasound X-ray

1-3 Years

3-5 Years

5-7 Years

>7 Years

Q8. What are your preferences or priorities when buying medical imaging equipment? (Kindly rate from 1-5 points with 1 being the least priority and 5 being the highest priority) 1 Image Quality Brand name Price Ease of operation After sale services Durability 2 3 4 5

Q9 Are you planning to buy any new imaging equipment or looking for any kind of upgradability? Yes [ ] If yes, then please specify: MRI [ ] No [ ] Ultrasound [ ] CT [ ] X-Ray[ ] All [ ]

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Q.10. In how much time are you planning to buy the new imaging equipment? <1 month [ ] 1-3 months [ ] 3-6 months [ ] within an year [ ]

Q11. Kindly Rate the health care equipment manufactured by different brands on different parameters by considering the following criteria : [1]- LOW [2] AVERAGE [3] HIGH

Company

Parameter

Brand Name

Image Quality

Pricing

Durability

After sales

Sales Promotion

Siemens

Philips

GE

Signature: ______________________

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