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Peanut Allergy Testing (P.A.T)

Peanut Allergy Testing (P.A.T). By Group 1 : Shekinah Adebanjo, Henrique Menezes Aguiar, Darshan Doshi, Davi Bezerra Januario, Ipsita Saluja, Jonathan Savoir, Ho Wu. Have you PATted your food yet?. The PAT.

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Peanut Allergy Testing (P.A.T)

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  1. Peanut Allergy Testing (P.A.T) By Group 1 : Shekinah Adebanjo,Henrique Menezes Aguiar, Darshan Doshi, Davi Bezerra Januario, Ipsita Saluja,Jonathan Savoir, Ho Wu Have you PATted your food yet?

  2. The PAT • A pocket size peanut detection tool to diagnose the presence of peanut allergens in cooked and processed foods • 2 components: • Disposable strips: capable of quickly reacting with harmful allergens • Tester: Microprocessor tests the reaction of the allergen on the strip • Disposable Strip is our core competency • No existing substitutes

  3. Limitation of the PAT • Cannot yet be used to detect peanut allergens in… • Solid insoluble foods • Results are specific only to the specific area of the food tested. Cannot be guaranteed for the untested areas of large food portions.

  4. Strategy

  5. SWOT Analysis

  6. + 6 Risks in Japan

  7. + 7 Risks in Japan • Political Risk: political forces will cause changes in a country’s business environment that adversely affects the profit and other goals of a business enterprise. • Economic Risk: economic mismanagement will cause changes in a country's business environment that adversely affects the profit and other goals of a business enterprise. • Legal Risk: a trading partner will opportunistically break a contract or expropriate property rights.

  8. Financing • Total development costs of 20’000’000 Euros • Long term loan from Bank of Japan through Bayer’s entity at 0.3% a year • P.A.T. device entering the market at 20’545 Yen (≈ 180 Euros) • P.A.T. strip entering the market at 137 Yen (≈ 1.2 Euros) • Break Even at year 5 of sales

  9. Sales Forecast • Target market: 60% of the peanut sensitive Japanese population • 2% market penetration in Year 1

  10. Sourcing • The tester and the strips will be both outsourced • Use Bayer’s existing supply chain and set of approved suppliers in Germany • Independent Licensing: The microprocessor and strips will be licensed to two independent producers • Specialized manufacturing facilities • Maintain privacy of the product as a whole to avoid competition • Transportation costs

  11. Promotion PULL PUSH • Advertising on television • Japanese people watch television 3 hours any given weekday, 3.21 hours on a Saturday and 3.44 hours on a Sunday • Advertising in Lifestyle magazines • Partnership with Bayer • Promote products to patients • Promote products to Doctors

  12. Questions and Answers

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