"indigo" Marketing Strategy Of Automated Peritoneal Dialysis Machine

End Stage Renal Disease is a kind of severe disease. There is a huge dialysis market in China. There are around 1 million chronic kidney failure patient, and 10 thousand new incidents yearly. Currently, the renal replacement therapy is dialysis and transplant. Due to the limited donor of kidney, over 95% chronic kidney failure patient choose either Peritoneal Dialysis or Hemo-dialysis.Company X is a leading supplier in renal replacement therapy. The Indigo Automatic Peritoneal Dialysis machine is the new generation product from Company X. China, as the first market to launch this product, participated the whole process of the new product development. This thesis illustrates this process with sound knowledge of new product planning.The launch of new product was following the systematic theory with localization. Firstly, the article analysis the macro and microenvironment of medical device market in detail. Secondly, work out marketing strategy, do market research, define the product position, segment the market, differentiation. As the same time, this article launched the concept of critical success factor, which is the basic of working out marketing tactics. Finally, develop the marketing tactics for the new product Indigo Automatic Peritoneal Dialysis Machine through the 4Ps(product, price, place, promotion). The new product Indigo Automatic Peritoneal Dialysis Machine as one practical case to explain the procedure of new product planning and work out marketing plans. Currently, China is step into internationalization, this paper may worth wise or beneficial for some enterprises of new product planning and product launch.