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Essay text:
This is because of the purchasing criteria overlap in case of the Daily Managers (Diligent testers), Daily Managers (On-the-Go testers) and Basic Managers (Simple testers). These three sub-segments need smaller meter size, small blood application and alternative site testing. OneTouch Ultra fulfills all these needs.
Basic Managers (Infrequent testers) sub-segment has one special need of low cost of test strip. It is evident from the competitive benchmarking chart for the Basic Managers that OneTouch Ultra is not very cost effective for the test strips. But at the same time OneTouch Ultra can fulfill other needs of small blood sample and easier blood application for this segment thus Basic Managers (Infrequent testers) is a secondary target market for OneTouch Ultra...
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