BODYCHILL Z A IS
w w w . c a e r v e s t . c o m
C AERVE S T®
Marketing Communication STRATEGY
PRODUC T
CAERVEST
CONTENTS. Guiding Principles
06
Message
06
New launch plan
06
Current Market Position
07
Objective(s)
08
Situation Analysis
08
SWOT Analysis
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Bodychillz
10
CAERvest
13
PEST Analysis
14
Political, legal and regulatory environment
15
Economic/ Education/ Population/ Demographic environment
15
Social and cultural environment
15
Technological environment
16
Market Focus
17
Market Segmentation
19
Target(s)
20
Positioning
20
Launch Plan
21
Marketing Mix
22
Product
23
Price
23
Place
23
Sector
24
Region
25
Promotion
25
Public Education
26
Wholesale
27
Promotion
27
Direct Marketing
28
Product Lifecycle
28
Growth cycle
28
Sales
28
Costs
28
Profits
28
Customers
28
Competitors
28
Marketing objectives
28
Product
28
Price
28
Distribution
29
Advertising
29
Sales promotion
29
Strategy
30
End User
31
Strategy Integration
31
Control Phase / Measurement: performance & feedback
32
Pricing strategy
32
Sales rep performance
32
Field performance
32
Supply chain performance
32
Critical Points Key Considerations Media Active Management & Customer Engagement
33 33 33
Budget
33
Operations
34
Implementation
35
Due Diligence
35
Conclusion
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The Guiding Principle of CAERvest “CAERvest® is used by paramedics and other first responders to provide immediate core body cooling in clinically relevant situations. By utilising proprietary technology, it acts as a life-saving device and helps ensure better patient outcome.”
The fundamental driving philosophy behind CAERvest lies in its life-saving properties, when used in the
first instances of heatstroke and cardiac arrest. This is achieved through rapid and effective ultra-early core cooling, when it is used in emergency first response situations. It requires no pre-training to use and it is proven to save lives.
Message CAERvest is a tried and tested emergency medical device; it has already saved lives in London,
Brighton and in the Far East. Our aim is to have CAERvest emergency ‘ultra-early cooling’ devices
installed within first aid units in buildings and public places, and in all emergency vehicles by 2025. We also aim to include CAERvest within survival pods for disaster first aid treatment where their
addition will become standard fare alongside: food & water, first aid, medication, hygiene items, communication, lighting devices, shelter equipment, and vital documents.
Through widespread adoption and use of CAERvest units by the emergency services (including
coastguard, search and rescue and mountain rescue as well as paramedics and the fire service)
and by public and private institutions worldwide, the chances of recovery within the first few minutes following heatstroke, cardiac arrest and other critical conditions significantly increases. Additionally, by educating the public about CAERvest - and by increasing awareness of the dangers, signs and
symptoms of heatstroke and cardiac arrest – CAERvest and its iconic design will become household names and its life-saving properties will be incorporated into emergency first response training and
general public mottos (such as “call, CPR-defib-cool, care” as used on CAERvest website). The eventual aim is that anyone anywhere will have access to CAERvest rapid cooling unit and the necessary knowledge to use it to save lives in an emergency.
Market Growth Plan ÌÌ https://drive.google.com/open?id=0B_ ÌÌ
KU72wDflgPMHh2R0l2eXlQZTlCNGctWGNaZ1Buc3J4Qkxr https://onlinelibrary.wiley.com/doi/full/10.1111/sms.12676
ÌÌ https://www.ncbi.nlm.nih.gov/pubmed/27997307
ÌÌ https://caervest.com/information-centre/case-studies/
Since its launch in 2015, CAERvest has saved lives and received widespread media coverage.
During the period 2015-2018 the marketing strategy has concentrated on the military sector and to a limited extent the emergency services. Now, in Q3 2018 the marketing strategy is entering
the growth stage and it has built on the successes and developments of the past three years, to bring CAERvest into new markets across the world.
Broadly, the growth strategy introduces: entering CAERvest into the public market, and further
developing the European markets, while continuing to focus on the North American market and strengthen relationships with our Asian partners.
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Current Market Position Currently, there is no other device on the market like CAERvest. Similar retail products exist; however, they primarily have the intention of providing low level cooling comfort in non-
emergency situations and are only available in retail. Other emergency medical devices
that have come to market include the LUCAS device , Auto Pulse and automated external
defibrillators - have growing widespread adoption (defibrillators in particular). These modern life-saving devices have served to ‘soften’ the market for new and innovative technology and have created workable avenues to market that CAERvest can now exploit.
CAERvest has proven its efficacy as a life-saving instrument for its intended purposes in
emergency situations. The brand and its market presence were originally calibrated towards the emergency services sector, the military, and other non-public groups.
The key market details up to Q3 2018 are as follows: CAERvest has been used at national and international marathons: the London, Brighton, Oxford, Berlin, and Lausanne marathons as well as the Bath and Hackney half-marathons.
CAERvest units have been installed along Blackpool promenade.
The UK elite military forces use CAERvest and as of 2018 the US military special forces are as well. BodyChillz has partnered with STA in the UK to deliver certified half-day training courses in learning to recognise the signs and symptoms of heatstroke and when to use CAERvest.
ÌÌ Lucas device.com ÌÌ ÌÌ
Autopulse.com
various websites for Defibrillators
Europe and rest of world CAERvest has been successfully delivered to a Swiss fire service department.
CAERvest are installed on major construction sites in the Middle East: 71 units on sites in Qatar, 55 in Oman, and 10 in the UAE.
Distributors have recently been appointed in Singapore and USA to establish and develop the Asian and North American markets.
A GCC distributorship is imminent.
The key market growth strategy details from Q4 2018 to end of Q2 2019 end are as follows: A greater focus will be placed on the European markets during Q4 2018.
CAERvest has focused on the North America market recently with negotiations underway for a significant military tender. The North America market will continue to be developed and strengthened.
The worldwide marketing strategy will be enhanced and sharpened by using feedback on
practices as well as new innovative marketing approaches and clear sky thinking. A uniform strategy will be applied to all planned, existing and future markets.
The online marketing strategy will be unified and synchronised across all sites and platforms. This will cater to public purchase, product information and healthcare education, while
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updating communities regarding latest CAERvest news and upcoming events.
The marketing strategy includes greater community education regarding the dangers of
heatstroke and cardiac arrest, knowing the signs and symptoms, and how to act and treat them using CAERvest. This will be achieved by using evidence created through BodyChillz authorised medical research and synchronised with recent news and PR awareness related to CAERvest, including real-life use cases of CAERvest. Finally, general health awareness and medical and first aid knowledge will be boosted through incorporating broader healthcare concerns and community education into the marketing strategy.
Objective(s) The market growth objectives are as follows:
To strengthen CAERvest’s position in prospective markets it is targeting specific groups and companies as detailed in the marketing strategy.
A targeted and effective message will be delivered in the medical sector that is distinct for
both end users and recipients (i.e. the patient and the attendant). This will be incorporated and synchronised across the complete marketing strategy.
A clear division between medical experts and non-medical experts across the entire marketing strategy is used to cater to various groups and their specific needs.
The widespread education of what CAERvest is, its simplicity of use, and its proven rapid cooling efficacy in emergency and life-threatening situations.
It is the eventual marketing aim for CAERvest or ‘rapid cooling vest’ to be as familiar a term as
‘defibrillator’ within the target groups, populations and (in time) regions and countries. With this knowledge, the majority of a group and population will know what CAERvest is and individuals will be able to recognise it with ease. Then, with widespread availability of the device (i.e.
included within first aid units, added to AED (automated emergency defibrillators) units, and
inside all disaster relief and survival kits. By following simple instructions included in all CAERvest units and translated into all relevant languages, people will use it when needed to save lives.
Situation Analysis The clear advantages of CAERvest are: Its ease of use.
There is no need for preparation required prior to use unlike all other cooling devices currently on the market worldwide.
Its compact design: everything needed for use is included in the carry bag. No power supply nor other accessories are required.
Comparatively lightweight and easy to carry and transport.
Its rapid response properties: time from unpacking to use is 1 minute and it effectively cools patients for over an hour with a single unit.
Its cost-effective design and production. Its proven life-saving properties.
Its iconic design and instant recognisability.
ÌÌ https://caervest.com/caervest/product-information/
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The emergency medical devices market has a finite number of devices at present. Without
detailing specific emergency situations, they are principally limited to various forms of first aid
kits and defibrillators. As a result, the market is not saturated, but the acceptance of a new and
innovative device is dependent on thorough trialling, certification and (ideally) to have been tried and tested. CAERvest meets all of these criteria.
There are several distinct groups showing potential for CAERvest adoption. Namely, these are
the medical & healthcare sector, the state sector (including NGOs), sports and leisure industry,
the military, and industry including mining, energy, oil extraction and refining and construction. The same marketing growth strategy will be used for each sector with specific additions to the strategy where necessary.
Overall, CAERvest fulfils a clear market gap wherein emergency first response requirements
are to rapidly cool a patient during the first few moments of a serious life threatening health-
related incident. Its effective use can be carried out by both trained medical professionals and by inexperienced individuals and members of the public.
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SWOT Analysis BODYCHILLZ
Analysis of the parent organisation:
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INTERNAL
OVERALL
STRENGTHS
WEAKNESSES
Strategy
Aimed towards medical sector and groups/ individuals with emergency healthcare knowledge and training, strategy until 2018 has been to secure ‘whale’ sales with military organisations.
Evidence. Small sales Some success volumes. Limited stories to date general public and units sold in education about areas of higher CAERvest effectiveness: risk of heatstroke. objective needs to be It is used by UK reoriented to include & US military public awareness. forces. Used in Current marketing marathons. Sold strategy appears in UK, Europe, Singapore, Middle to have lost steam East, US and and military sales Australia. limit the extent of PR effectiveness and longer-term marketing strategy.
Structure
3 executive directors 2 non-exec. directors 8 shareholders No permanent staff
Slim core team: keeps communication fluid and effective, and minimises monthly outgoings and costs to BodyChillz ltd.
All key work including marketing, sales, finance, research, administration, and management has been left up to the founders until now – this poses issues of productivity, prioritisation of tasks, and effective timemanagement. Severe dangers of continuity: currently BodyChillz, CAERvest and the founder members are all interlinked and synonymous i.e. should a situation arise where a founder member is no longer able to complete their executive duties and daily running of the company; these risk core elements of BodyChillz and CAERvest to fail.
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SWOT Analysis BODYCHILLZ
Analysis of the parent organisation:
INTERNAL
OVERALL
STRENGTHS
Systems
Daily decisions Central pertaining to management the running and decisionof BodyChillz making and rapid including action (where administration, executives agree sales, and on issues and management points). are conducted The core team by the 2 fullwork closely with time permanent one another and executives: share the same Steve and Will, values and vision where Steve for BodyChillz and holds executive CAERvest. decision-making Fully documented authority. quality Where medical management research, product system is in place testing and other that is compliant clinical duties with ISO13485. are required, Rowley is the lead medical expert with executive duties. Quarterly board meetings are held with the 5 directors to review progress and strategy, to plan and prepare for the next quarter. Until end of 2017 Jonathan was lead marketing executive. He is now non-exec director.
WEAKNESSES Where opinion is divided on critical points, management risks deadlock until next quarterly board meeting is held. There are risks of work overload on the 3 executive members, this is especially so when international travel is needed to new and expanding markets to promote, train and sell CAERvest to distributors. Again, concerns of continuity are present should one or more core staff member be unable to fulfil their duties for a period of time. BodyChillz and CAERvest are synonymous and intertwined. BodyChillz is the corporate entity; CAERvest its first product. It is to be expected that further products will be forthcoming – but only once CAERvest has a stable market. It may be prudent for BodyChillz to diversify its portfolio of medical products, research, and develop its own distinct marketing and PR to distinguish it from CAERvest.
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SWOT Analysis BODYCHILLZ
Analysis of the parent organisation:
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INTERNAL
OVERALL
STRENGTHS
WEAKNESSES
Management
2 full-time and 1 part-time executives: Steve Tocker - Managing Director Will Simpson - Operations Director Dr Rowley Cottingham - (part-time) Medical Director
Key duties related The running of to daily running BodyChillz on both daily of BodyChillz are and strategic levels is shared between heavily dependent on the 3 executive the 2 full-time execs. members. This poses further potential issues of continuity of BodyChillz and the survivability of CAERvest.
Staff
No permanent staff
Minimal monthly payroll.
Skills
Founders’ Founders knowledge and have brought professional their different experience. backgrounds, Acute awareness experience, skills of the medical and expertise market. to BodyChillz to CAERvest has create, develop been created, and market researched, CAERvest through manufactured BodyChillz: and sold by the Steve – has core 3 founders. managerial, finance, and administrative expertise, Will – has technical, operations, feedback, regulatory and compliance experience, Rowley – has medical experience and qualifications.
Issues of work overload on core team and continuity when one or more members cannot perform duties. Lack of funding to build on core competencies. Lack of long term stability to offer recruits. Lack of specific business skills and experience required to successfully run certain business elements namely: sales and marketing. It is a small team with no permanent staff or regular contractors (outside of manufacturing), consultants, or advisors, where assistance is required for specific duties (e.g. marketing, sales, UK distribution, online media management, and PR).
CAERVEST® IS A BODYCHILLZ PRODUCT
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SWOT Analysis
I N T E R
CAERVEST
BODYCHILLZ
Analysis of the parent organisation:
INTERNAL
OVERALL
STRENGTHS
WEAKNESSES
Management
All 3 directors are founders who share in the BodyChillz vision.
There has recently been a revision of directors and their duties with the aim of improving the functionality and operability of BodyChillz.
There has been some debate recently about how to achieve their vision. Lack of funding to implement vision.
N A L
STRENGTHS
WEAKNESSES
Innovative and proven product with lives already saved. Potentially iconic product design which is recognisable and increases awareness when positioned correctly. Simplicity of design with 3 working components (vest, water pouch, carry bag with printed instructions). Proven manufacturing process: 24 components required for assembly with all units tested to medical standards. Two completed production batches so far. The aim to move to continuous production when sales threshold of 500 units pcm is met or exceeded. Ease of use: follow instructions with no prior training required. No other device like CAERvest exists. CE approved in EU, MDMA in Saudi, HSA in Singapore, FDA in US imminent. 3 years commercial shelf life. This can be extended to 6 years from the date of manufacture if felt expedient. Compact, lightweight, transportable. Bulk orders such as military contracts can be fulfilled with ease. Total sales to date: 1143 units from 20132018. Ultra-early application. All in one package withno preparation needed.
Few updates, news, press releases etc. since 2017: brand knowledge has dissipated and awareness is limited. Military contract success cannot be commented on and used to enhance brand standing. Single-use: some groups may be reluctant to buy more/ may only buy one at a time and not replace immediately. Marketing team has little experience with public awareness campaigns and timing. Current marketing approach has been to target clients with potential for very high unit orders (military): this strategy risks catastrophic failure should a client not renew or resupply and each new client of this level requires significant attention and dedicated time from core team. Lack of integration between knowing the signs and symptoms of medical conditions that require a CAERvest, knowing when and how to use a CAERvest, and what to do during and after CAERvest use; the process needs a holistic, easy to remember and practical strategy to develop CAERvest branding and comfortably embed the device in emergency first response common practice.
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N A L
STRENGTHS
WEAKNESSES
Partnerships with nationwide, Europewide and global institutions e.g. the WHO, the UN, Oxfam, Medicins Sans Frontiers, Red Cross, Red Crescent. Repeat customers and bulk buy discounts/ concessions. Complete service offering units plus product training and reordering and customer care and after sales support. (when approaching emergency services and healthcare providers e.g. the NHS): weigh CAERvest against healthcare economics i.e. an ICU bed overnight is £600 in the UK – this can be offset against the price of CAERvest and offered as a cheaper alternative. CAERvest is a distinct and easy to recognise item: with widespread education the general population, including trained medical staff, will recognise them, notice them in key locations and (ideally) seek them out in emergency situations. Partner with emergency medical device manufacturers and medical equipment suppliers/distributors to provide clients with a one-stop go-to supplier for their emergency equipment, including maintenance and restocking. Increased availability among higherrisk groups: elderly, physically active, high-risk environments and people in ill health. Increased locations at high-risk venues e.g. sports centres, sporting events, care homes, theme parks, construction sites etc.
Market for emergency medical devices is not growing; interest in new life-saving devices may be limited to trained medical staff and medical institutions. The medical and healthcare industry: it takes time and investment to become established in, especially due to the stringent regulations, research required, testing and certifications required. Public needs to at least know what a CAERvest is. Wider education is needed on the signs and symptoms of heatstroke and cardiac arrest with the view to recognising the need for immediate CAERvest use. (when approaching national healthcare, city and county councils and other governmentassociated bodies) issues of budget cuts and reduced spending may spell the final word on whether CAERvest is ordered, especially when repeat orders are required to maintain adequately stocked facilities. Healthcare economics: some countries reimburse emergency services according to number of patients brought to hospital. This may act as a deterrent to using CAERvest. Research into every new and potential market must cover this point and include this factor in the local marketing strategy.
CAERvest PEST Analysis BodyChillz has historically sought whale sales with military organisations. While this has led to the promise of high volumes with a single sale, the wider PR, marketing and media-awareness and
the passive market has been largely neglected. The added caveat is that when military sales are sought, any positive PR such as case use studies, media attention and feedback cannot be fed back into the marketing campaign at PR level.
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The political, legal, and regulatory environment Overall CAERvest is currently in a strong position to be marketed as a heatstroke ultra-early rapid
cooling device. Further research is required before CAERvest can be comprehensively rolled out as a recommended option for cardiac arrest.
CAERvest® has been granted the CE mark for medical devices, allowing free movement and
sale in the EEA. With this, the product can be sold across Europe without restriction and the CE mark and class IIA medical device certificate contribute to applications for medical device certification in other countries and regions as well.
CAERvest has also been approved for sale in the Kingdom of Saudi Arabia and in Singapore. Regulatory approval for USA is expected in Q4 2018.
Issues could arise with European market as the UK continues the Brexit deal e.g. delays, confusion over legislation, price fluctuations etc.
Further licensing for medical devices, trialling and testing may need to be sought for sales
outside of Europe. This needs to be researched and appropriately budgeted with each new
geographical market/region, potentially having its own marketing strategy integrated into the global strategy. It is agreed that the regional distributor pursues the local regulatory approval and covers the cost. At present PMDA approval is being sought in Japan as well as CMDR in Canada.
Delivery of the “Recognition and Emergency Treatment of Heatstroke” training course needs to be incorporated into overall strategy and rolled out across all markets new and current.
The economic, education, population, and demographic environment Wider economic trends make the medical market challenging, especially given the single-use design of CAERvest and the £500 price per unit. Until 2018, wider awareness and education has been largely limited with no comprehensive PR campaign in place.
CAERvest is sold directly via the website for £500+VAT. It is sold to its distributors for €250 in Europe, $400USD in the US, $350USD in the Middle East, and $300USD in Asia.
Education to international audience needs to be effectively delivered; though organisations
such as WHO, UN, charities e.g. Medicins Sans Frontiers, and disaster relief groups knowledge and
awareness of CAERvest can be readily accessed and disseminated to relevant groups and general populations.
ÌÌ https://drive.google.com/open?id=0B_KU72wDflgPVU5uVWdPdTIySjRWeWRwTDc3YlVKbE1aU3Vv
The social and cultural environment Although available to the general public, this is not one of the primary focus markets. Members of the public will need CAERvest during heatstroke, and increased awareness and knowledge of its
use and efficacy will contribute to long-term establishment of the device. Then, passive markets will receive greater uptake (including the general public).
CAERvest are not being sold to the general public, nor are they likely to be sold to individual
companies, groups, SMEs etc. before they are accepted as standard of care within medical circles for heat stroke and cardiac arrest.
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General public needs to know what a CAERvest is, but that is the limit of their need and interest in the device.
Public knowledge of CAERvest, its benefits and how to use it will make the brand more noticeable (everyone knows what a defibrillator is, but few people know or are confident using one correctly in an emergency situation), but will not directly lead to higher sales immediately. With brand awareness growing gradually e.g. PR tents at key sporting events such as the 2019 London
Marathon and the 2019 Great North Run, CAERvest will come to the attention of relevant groups
and individuals who have buying power and this will develop into future demand plus positive PR gained from such events and activities can be fed back into the marketing campaign.
Sales distributor in each country has to focus on medical staff or people with first aid training in
order to impress them, with the proven benefits of having a CAERvest to hand in order to save lives. Their pitch will essentially be selling the product, so they need training, monitoring and feedback from core staff to ensure success.
CAERvest is proudly made in Britain – this lends weight and traction to both the domestic and international markets.
The technological environment CAERvest is in a unique position since it does not have any direct competitors. Similar less effective devices exist, but they are focussed on the personal cooling system (PCS markets), therefore allowing CAERvest to maintain its USPs .
Emergent technology: similar products exist in the market in vest and blanket style. They are, however, intended for personal cooling, rather than medical purposes and are available to purchase in the retail market. Such products include:
ÌÌ https://drive.google.com/open?id=0B_KU72wDflgPLW9xUDAxZXI2ekVuN2RIa2gyU2x2dkZ4QVYw ÌÌ https://www.mdsassociates.com/catalog/p-103156/pip-e-cooline-fleece-cooling-blankets ÌÌ https://www.mdsassociates.com/catalog/p-103153/pip-ez-cool-cooling-vests
ÌÌ https://www.mdsassociates.com/catalog/p-103154/bullard-isotherm-cooling-vests ÌÌ https://www.ebay.co.uk/i/132327636633?chn=ps
ÌÌ https://www.bestworkwear.co.uk/portwest-cv01-cooling-vest.html?vat=1&gclid=Cj0KCQjw45_
bBRD_ARIsAJ6wUXRCQQAnLQXnfEVZRbNuheoQBfZCRsFlk1chXEzCox3nrxasfI7I5SIaAvJIEALw_wcB
ÌÌ https://www.fc-moto.de/epages/fcm.sf/?ObjectPath=/Shops/10207048/Products/Revit-
Cooling-Vest-Liquid/SubProducts/Revit-Cooling-Vest-Liquid-0005&Currency=GBP&Locale=en_ GB&iccm=SOL_GB&utm_source=billiger&utm_medium=productlistings&utm_ campaign=Solute_UK
ÌÌ https://www.safetysuppliesco.co.uk/color/high-vis-cooling-vest/29034/21?gclid=Cj0KCQjw45_
bBRD_ARIsAJ6wUXSLLcW1empDRSgOMkwhVkCakHLibdwdAbR99p9shViEglMawrttP18aAkxREALw_ wcB
ÌÌ https://www.thinksport.co.uk/6201-BL-L.html?gclid=Cj0KCQjw45_bBRD_
ARIsAJ6wUXQirFPODnvYef6oEYywSN38LbFOML7TkfLk__KsZ2gWJ5uhWHAu3ckaAsMeEALw_wcB
ÌÌ https://www.fc-moto.de/epages/fcm.sf/?ObjectPath=/Shops/10207048/Products/AlpinestarsCooling-Vest/SubProducts/Alpinestars-Cooling-Vest-0001&Currency=GBP&Locale=en_
GB&gclid=Cj0KCQjw45_bBRD_ARIsAJ6wUXQGpmUv1-u8BGHFzKuJSf1lxrJpg-ngZRrcO09KfFAi7YLPh ggrTv8aAtqqEALw_wcB
ÌÌ https://www.healthandcare.co.uk/techniche-cooling-
range/6529-BL-XS_plus.html?gclid=Cj0KCQjw45_bBRD_
ARIsAJ6wUXRwMwMqlxpXeGgVtcnx5GWql8oVCYlETQFAqGis07zw4E4Vz8XMelIaAlUGEALw_wcB 16
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ÌÌ https://www.ebay.co.uk/itm/283064702392
ÌÌ https://www.dqeready.com/productdetail.aspx?p=565
ÌÌ http://www.veskimo.com/cooling-vest-emergency-responder.php ÌÌ https://newatlas.com/cardiac-arrest-cooling-vest/23198/
ÌÌ http://www.polarproducts.com/polarshop/pc/Cooling-Vests-c431.htm ÌÌ http://www.porticos.net/portfolio/porticool-personal-cooling-system/ ÌÌ http://bcbin.com/product/mistral-body-cooling-vest-version-b/
NB – all of these products are PCS and ineffective for medical purposes. Since 2013, there have been some potential competitors, but none have had too much success when brought to market. The closest current competitor is:
ÌÌ https://www.emcools.com/
An Austrian innovation, EMcools utilises cooling gel patches that come in a variety of sizes. The
competitors of CAERvest can be defined by three categories: pre-cooled, evaporative, and phasechange.
There is a noticeable difference between the US and European market where the brands PIP-E
and Bullard have PCS vests in the US. The majority of cooling vests are aimed at the public with
significantly lower prices and can be reused. Since the US market recognises cooling systems and those in vest-form, CAERvest will be more immediately recognisable and has potential for more rapid market uptake there.
Collaboration: CAERvest needs to be listed on medical supplier sites and due to the single-
use nature, it needs to be sold in bulk, attractive to distributors and purchasers and offered in
emergency first response packages, including other healthcare products. The pricing structure of CAERvest has been reviewed with this in mind and is detailed below.
Geography: aimed at locations where there is high-risk of heatstroke or high concentrations of people e.g. seaside, holiday resorts, leisure centres, major events, sports stadiums etc.
Special conditions: due to special conditions of use of CAERvest and the technical nature of the device, similar training programmes to the STA course will build awareness and increase use
among international users. Through the UN, the WHO, charities such as Oxfam, etc. consistency of training and standards can be monitored and achieved.
Distribution and transport: easy to ship and distribute via existing channels. Standard delivery terms are on ex works UK basis (INCOTERMS).
Media: some international coverage on thenational.ae but largely limited on the whole. ÌÌ
https://drive.google.com/open?id=0B_
KU72wDflgPc3VNam9LTlY4dnFLeENhbW5GNWRscGNJVnMw
Market Focus To date 1143 CAERvest units have been sold in total. Through adjusting the marketing strategy for
the UK market and bringing it in-line with the other worldwide markets as well as a fresh, disruptive and ambitious comprehensive marketing communication strategy. It is the aim of BodyChillz Ltd. to sell almost 10,000 units over the next 12 months up to 2019 Q3.
Competitive Advantage: CE approved class IIa medical device designed for emergency use (rather than personal use). Sectors include:
ÌÌ sports and leisure,
ÌÌ countryside and outdoor activities, including National Trust and English heritage-maintained sites,
ÌÌ industrial, construction, ports, factories, plants, 17
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ÌÌ travel and transport, shipping and airports both public and trade, ÌÌ military,
ÌÌ emergency services including firefighters, coastguard/RNLI, mountain rescue, search and rescue services (Moorland, Cave, Quicksand, Mine),
ÌÌ healthcare including care homes, psychiatric hospitals, retirement homes, ÌÌ municipal buildings and town/city centres,
ÌÌ office buildings and public areas such as shopping centres, promenades, quaysides etc. Niche exploitation: cannot sell directly to each and every venue. Method: Approach organisation,
groups and companies at executive level and offer comprehensive packages that include xxx units to cover their entire operation and all major UK sites, training, plus rapid and hassle-free reordering
and resupply of spent units. Packages can also include other vital emergency and first aid items from other distributors.
Active research: although ultra-early cooling is already proven to be effective in cases of heatstroke, there is no global agreement on how soon to commence cooling on a patient suffering from
other relevant conditions (such as cardiac arrest), for how long to continue cooling, to cool to what
temperature, and the rate at which rewarming must occur. What is agreed upon, is that once cooling has been initiated, it must not be stopped abruptly or interrupted i.e. a targeted temperature regime must be entered and maintained. BodyChillz is actively supporting research into how early on in
cases of cardiac arrest to commence cooling for maximum benefit. This research will then be used to strengthen CAERvest’s market position in the medical sector. Since the Nielsen paper was published in 2013, the efficacy of actively cooling in cases of cardiac arrest has been challenged and this in
turn has posed issues of acceptance of CAERvest into the medical community for this purpose. With
active research, BodyChillz aims to address the issue by providing conclusive evidence in support of ultra-early cooling.
ÌÌ https://drive.google.com/open?id=0B_KU72wDflgPcFJndkpFOF9zVUljS0xoOE9DeXpXYkJwclZz
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Market Segmentation
THE GENERAL PUBLIC
(Assumed to have no medical knowledge) CAERvest end-users First responders
MEDICALLY TRAINED GROUPS
(Healthcare professionals, emergency services, hospitals etc.) CAERvest Purchasers Users, distributors
This categorisation precedes all marketing activities and is used to establish audience, message, tone, and purpose.
Public and non-public: public require education about what a CAERvest is and how it has helped to save lives. Regular posts and articles including new markets and industries,
use cases and lifesaving anecdotes of CAERvest will help to maintain regular news and developments.
The product also need to combat the ‘fear of use’. Litigation is no longer possible if something goes wrong when used with best intent.
At present, CAERvest UK market includes the military, the NHS, and major sporting events in particular the Virgin London Marathon. Due to this Virgin Active has been selected as the principal target for domestic sales.
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Target Markets CAERvest is being marketed as an ultra-early cooling device for instances of heatstroke. Its compact design, lightweight and
portability combined with its fool proof use and renewed pricing structure, make it attractive to major national organisations in the sports, healthcare, business, leisure, transport, and charity sectors. The selected groups and organisations are:
An agreement with a national chain will boost UK market and improve CAERvest awareness and promotion.
National chain of gyms, sports centres, spas, and health clubs: PureGym. The Gym, David Lloyd, Fitness First, Virgin Active, Better, Spa UK, Bannatyne’s, Nuffield, The Club Company, YMCA.
Emergency services: RNLI, mountain rescue/the BMC, fire service, search and rescue.
Major UK sporting events e.g. London Marathon, the Great
North Run, other national running events, and golf, cricket, sailing, and athletics championships.
International sporting events, such as the Marathon des Sables.
Major transport centres (public): railway stations/UK rail, major airports, ports.
Transport (trade): shipping ports.
Charities: Oxfam, Medicins Sans Frontiers.
Public venues: Intu shopping centres, theme parks, waterfronts, tourist attractions.
Countryside organisations: English Heritage, National Trust, RSPB.
Major business centres e.g. the Shard and the Gherkin. *Training can be delivered as a part of the service package
agreement. Staff in these organisations already have medical emergency training and training can either be delivered in-
house after staff induction courses or on training days on site for ease of use and attractiveness of overall package.
Positioning “CAERvest saves lives by rapidly cooling patients’ core body temperature to a safe level within minutes following heatstroke. The new maxim is: ‘call, chill, care.’”
This simple and effective message is included in CAERvest marketing strategy for use in instances of heatstroke.
Developments are underway to establish the maxim as a useful, attractive, and informative infographic that can be used for instant brand recognisability and ease of raising CAERvest awareness. 20
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Launch Plan *** Add milestones and dates so far. ***
2013
2014
CAERvest concept created.
BodyChillz ltd. Incorporated. Patents applied for.
CAERvest development commenced
CAERvest market analysis completed
CAERvest device completed.
CE certified class IIa medical device in the UK and Europe.
Design rights and trademarks granted.
2015
Deployed in the Brighton and London marathons where CAERvest saved its first life .
CAERvest® at major UK sporting events
including Brighton and London Marathons.
CAERvest® supported Race Across America for second year.
First peer reviewed publication on CAERvest® patient treatment.
Heatstroke trial at Hajj initiated, more press coverage.
2016
Company receives coverage in The Times. CAERvest unit sales expanded to 331.
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2017
Sales more than doubled to 689 units.
US FDA application made – currently awaiting outcome of next round of funding to continue application.
Total market for CAERvest in heatstroke and
2018
2018-2019
cardiac in Europe, the USA, Australia, the Middle East, and Asia is estimated at £250 million pa.
US military initial order expected of several thousand units.
10 worldwide distributors to be engaged by
2018 year-end with minimum initial order of 60 units.
Fire services in Europe and the US are expected to order high volumes.
US schools are being actively targeted for CAERvest in high school sports.
Heavy industry including construction, mining, and energy production is being actively
targeted where CAERvest provides low-cost
solutions to save worker lives and allow them to return to work much more rapidly.
The use of CAERvest in randomised clinical
studies has received ethical consent and is awaiting funding for immediate start.
Marketing Mix From Q4 2018, CAERvest will be actively seeking to acquire new territories and regions. CAERvest marketing and sales campaign is also focusing on developing its existing
markets and securing its position. This will be achieved through using a unified marketing strategy for each region and country where a distributor is responsible for sales, and a
consistent media and PR campaign is used to update the image of CAERvest, particularly in the online environment, in-line with the renewed marketing strategy following the market segmentation principles. 22
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PRODUCT The standard CAERvest product has instructions for use printed on its carrying roll in
English. The only product customisation available is to incorporate a multi-language user manual for non-English markets and/or to replace the full fluid bag with an empty selffillable reservoir in order to reduce the weight of each unit.
PRICE Current retail price: £500+VAT
There is a non-standard £500 discount when an order of 10 or more units is made via
the website. This is due to end when direct purchases are transferred to a UK distributor.
The pricing structure of CAERvest will be renewed in Q4 2018. The initial price can be
reduced to accommodate greater market uptake, especially in the passive markets.
The economical production cost of CAERvest allows a large margin to re-evaluate the
pricing strategy. The renewed comprehensive pricing plan will include bulk buy options, minimum purchases, discounted replacement units, agreed supply periods, repeat order and renewed agreements promotions.
In Q1 2019 BodyChillz will commence seeking strategic partnerships to promote and sell units in packages that include comprehensive training, disaster survival kits, first aid units, and other emergency equipment packages.
PLACE A distributor is used for sales in each country and region including the UK. There are
currently nearly 10 distributors worldwide. This is due to increase to 11 with the acquisition of a UK distributor in Q4 2018. Distributors purchase CAERvest in bulk in multiples of 60 (1
pallet) for a negotiated price between $250-$400USD. In overseas regions, the distributor
is responsible for certifying CAERvest under local regulations. In Europe, BodyChillz actively manages this responsibility and will continue to do so in the future.
Sector CAERvest has very high potential in these sectors: Industrial: mining, power plants, construction, heavy industry, factories. Medical: care homes, psychiatric institutes.
Public places: city centres, promenades, waterfronts, tower blocks, offices.
Emergency services: fire service, mountain rescue, coastguard, mountain rescue. Charities: disaster relief, humanitarian and medical aid. Sports events: marathons, athletics, cricket, stadiums. Fitness: gyms, spas, health clubs.
Leisure: golf clubs, cricket clubs, country halls, theme parks, cruise ships.
Outdoor: parks, places of interest (castles, country house grounds, national parks etc). Events: concerts, festivals, large public events, conferences. Transport: urban metro systems, airports. Vehicles: planes, trains.
Tourism: resorts, beaches, ocean liners, hotels.
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PLACE Sector These sectors are defined by at least one of the following factors: 1. They are a high-risk environment where heatstroke and cardiac episodes pose a significantly higher danger.
2. They involve individuals who are at higher risk of suffering from a medical emergency that requires treatment with CAERvest.
3. They are places where there is a large number of people and due to the nature of the
event, activity etc. medical emergencies pose a greater issue and emergency services are on standby.
Due to the above, these places, events and activities will benefit from having CAERvest
to hand in emergency situations where the nature of the emergency requires rapid core cooling.
Traditionally, the market has been divided into active and passive sectors where the
division is dependent on whether CAERvest is expected to be used before it expires (3
years from date of purchase). This division remains useful for the purposes of considering quantities to sell i.e. active markets such as emergency services will be higher priority and
will purchase greater quantities. Until 2018 the main focus of marketing has been within the active market. Now, the passive market (e.g. purchases made ‘just in case’ such as sports centres, schools, transport, public places etc.) is being more carefully analysed and high
potential targets identified. It is the aim of the marketing strategy to achieve an equal total number of units sold in both the passive and active markets by Q1 2020. Success in each of these industries relies heavily on:
1. Creation of the evidence needed to make CAERvest standard of care by medical experts (as defibrillators have been for years).
2. The skill, knowledge and ground connections of the sales distributors.
3. Bulk tenders with national organisations to supply CAERvest, train first aid staff, restock
spent units, provide customer service and after sales support in a single agreement for a set number of years.
4. Delivery of training on when and how to use CAERvest.
5. Wider awareness of what CAERvest are, what they are for and how they save lives
(everyone knows what a defibrillator is, what it is for, what an emergency defibrillation unit looks like in public places and roughly how medical staff use it to save lives; the LUCAS device is not well known nor are people likely to recognise it without medical knowledge and/or training).
ÌÌ
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https://drive.google.com/open?id=0B_
KU72wDflgPVU5uVWdPdTIySjRWeWRwTDc3YlVKbE1aU3Vv
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Region The UK: A national distributor is being actively sought and is expected to be secured by end of Q3 2018.
Direct sales via the website will cease in-line with engagement with the UK distributor. PR materials have been budgeted for the purposes of promotional campaigns and
public awareness. They will be used in all national events where CAERvest is deployed.
The above PR campaign will be enriched with local and national media outreach.
Case studies, latest news, success stories, interviews, and local and national coverage will be documented by the PR and marketing team and added to CAERvest online marketing campaign.
CAERvest online marketing campaign will commence with revisions and additions to
the website, followed by synchronisation across all social media channels and active engagement of users to increase knowledge and awareness of CAERvest as well as
holistic healthcare knowledge and guidelines especially concerning heatstroke signs, symptoms and when to use CAERvest.
Once the UK media strategy is firmly established by end of Q4 2018, it will be rolled out and synchronised across the global markets. This will mainly involve acquisition of
new online domains, establishment of new social media channels and translations of key site pages into local languages to ensure that the global presence of CAERvest is contiguous, unified and synchronised. Europe: Successful sales in Switzerland to a fire service: this successful model and strategy will be used and applied to emergency services in other countries.
Current focus on Germany and Benelux countries. Next focus is France Spain Portugal and Italy. Future focus: Scandinavia. Rest of World:
Middle East: currently being evaluated by potential distributor.
USA: distribution is carried out by Blandon Partners and TacMed: Tactical Medical
Solutions. They have expertise in military procurement with uptake in the fire services market planned in the near future as well.
Far East: A distributor has been engaged in Singapore.
PROMOTION Direct marketing has proven most effective so far by the core team. However, it is
intensive, time consuming and ties up the core team leaving them unavailable for other key duties. It is unreasonable to expect worldwide roll out of CAERvest through the sole
efforts of the core team. Key training of distributors will be carried out by core BodyChillz team members. with the aim of local personnel having the skillset to market and sell CAERvest as well as train others in its features and use.
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Pitches to organisation leaders, purchasers, executives to provide CAERvest units to their national facilities.
Healthcare innovation events, expos and conference pitches and awareness raising and demos.
Lack of face to face contact has slowed progress in some regions, namely the Far East – this is scheduled to be addressed in Q3 2018.
Significant funds are allocated to randomised, controlled trialling of CAERvest. International success stories can be used to promote CAERvest both within the respective country directly online and through a distributor and used for new markets. Can also be used for PR and widespread knowledge and awareness of CAERvest.
Combination of CAERvest units bulk purchase plus resupply order for spent units and training either for in-house or delivered directly to staff needs to be factored into promotional packages.
The potential of collaboration to provide CAERvest with other emergency care devices such as defibrillators and the LUCAS device etc. will be assessed in Q4 2018.
Public Education Although CAERvest is not marketed to its end-users nor is the public interested in
purchasing or (possibly) using CAERvest in emergency situations, the unique and
iconic design of CAERvest gives it excellent potential for widespread public awareness
campaigns and instant recognition. While this will not directly translate into bulk sales, it will increase the market status and position of CAERvest with members of the public
immediately recognising units stored near or directly below first aid equipment and/or defibrillators in key locations and carried by emergency and first aid staff.
Future strategy: increased public knowledge early on in a new market campaign
will tip the scale as to how CAERvest is intended for use by untrained individuals. The
mechanism of action is automatic and fool proof, the signs of heatstroke and cardiac
arrest are generally obvious and the ease of use of CAERvest in an emergency make this a significant consideration for future marketing strategy during the mature stage of the
product lifecycle i.e. if untrained individuals have used a CAERvest effectively this proves that members of the public can access and use them.
To enhance CAERvest position within the market both international and domestic, a
holistic approach will be taken with CAERvest website maxim at its core: call, chill, care. This holistic view is essential for 2 key reasons:
1. It educates medical staff and the public regarding the sequence to follow when integrating CAERvest treatment into Emergency First Response.
2. This approach positions CAERvest in equal standing with defibrillators; another relatively recent medical device to receive widespread adoption and instant recognisability.
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This strategy can be complemented with an in-tandem campaign to educate people on
the health emergencies in which CAERvest can assist and save lives including knowing the signs and when to seek out and use a CAERvest.
The renewed PR and media campaigns have wider education and enhanced awareness of CAERvest at their core, and this will be achieved through: Reviewing and revising the website.
Translating the website into relevant languages.
Opening up new social media channels and enriching them with new content.
Ensuring CAERvest message is unified and synchronised across all online platforms. Using BodyChillz’s PR materials for promotional purposes at sporting events where CAERvest is deployed and feeding this back into the PR and media campaign.
In-tandem with PR at local events, media outreach for local and national coverage will be utilised and exploited to its fullest to continue to promote CAERvest.
Once this strategy has been implemented in the UK, its use will be negotiated with worldwide distributors and applied to all markets.
Wholesale Wholesale at present is the strongest channel.
This will continue and private companies will be approached (e.g. Virgin Active) with similar pitches to those used for the military and fire services highlighting the real benefits of rapid cooling in response to emergency situations and how an entire
operation can be quickly covered by the simple addition of CAERvest units to first aid points.
Promotion A number of medical professionals have conducted research relevant to the use of ultra-early cooling and CAERvest deployment.
To develop a solid position within the innovative life-saving medical devices market CAERvest will receive endorsements and/or partnerships with well-recognised
institutions and individuals. In Q4 2018 and Q1 2019 the UN, the WHO, Medicins Sans
Frontiers and other organisations will be approached for recognition, press coverage and promotion.
Success within the fire services sector indicates that there is high potential for increased sales in this active market. Endorsements, testimonials and usage reviews from
respective groups and individuals will be used to promote CAERvest both within that
specific country and internationally. Fire service conventions, national associations and events are other avenues with high potential for promoting CAERvest within this sector.
This strategy can be applied to other sectors i.e. identify group, receive press coverage, testimonials, endorsements etc. and use existing industry channels to spread promotional information.
A partnership with a charity or health organisation e.g. St John’s Ambulance will create a similar result enhance the standing of CAERvest within the respective industry.
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Direct Marketing To be carried out by the country distributors, who are familiar with ground conditions
in their locale e.g. Singapore. They will receive training on CAERvest use, the marketing strategy, and pitching materials and techniques used.
Product Lifecycle CAERvest has come out of the birth cycle after 4 years and has now entered the growth stage. The ambitious targets of the growth cycle are detailed below.
GROWTH CYCLE Sales, cost of sales and profits
COMPETITORS The main competitor at present is EMcools. However, their technology is fundamentally different from, and inferior to, CAERvest.
ÌÌ https://drive.google.com/open?id=0B_
KU72wDflgPUlMtZldvSF9LejUxd2ZGUFJJWkFnS0YyRDhR
MARKETING OBJECTIVES Consolidate CAERvest position in existing markets, Expand the passive market ,
Renew and expand the PR and media campaign first in the UK and then roll out to worldwide markets.
PRODUCT (The product remains the same) ,
PRICE The £500+VAT price tag will be reviewed in Q3 2018 and may be made more competitive especially for the passive market.
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DISTRIBUTION The strategy of utilising local distributors will be unified and employed in all markets including the UK.
ADVERTISING Medical devices cannot be advertised in the typical manner nor would this prove beneficial. Instead, advertising is conducted in 2 main ways:
Through the use of elevator pitches made to prospective clients by the core BodyChillz team and the regional distributors.
Through a content-rich PR and media campaign to educate the wider audience. This
includes on-the-ground PR activities such as being present at local sporting events as well as synchronising and enriching CAERvest’s online presence and making medical information and studies regarding CAERvest, the conditions it is used for and its use readily accessible and understandable for non-medically trained individuals.
ÌÌ https://drive.google.com/open?id=0B_ ÌÌ ÌÌ ÌÌ
KU72wDflgPc3VNam9LTlY4dnFLeENhbW5GNWRscGNJVnMw https://drive.google.com/open?id=0B_
KU72wDflgPLW9xUDAxZXI2ekVuN2RIa2gyU2x2dkZ4QVYw https://drive.google.com/open?id=0B_
KU72wDflgPVU5uVWdPdTIySjRWeWRwTDc3YlVKbE1aU3Vv https://drive.google.com/open?id=0B_
KU72wDflgPMHh2R0l2eXlQZTlCNGctWGNaZ1Buc3J4Qkxr
SALES PROMOTION This is agreed with distributors, where wholesale agreements fall between $250 and
$400USD. Thereafter, it is the distributors’ responsibility to price and promote CAERvest accordingly within their region.
The sales promotion strategy will be reviewed and revised in Q3-Q4 2018 with a renewed and more competitive pricing structure.
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Strategy 1. UK: A UK wholesaler can list CAERvest on their website and deal with aftercare and customer
support. The core team is to initially work closely with distributor to secure the first few UK tenders until CAERvest is established in UK market. The main targets are: A. Virgin Active
A. British Gas / EDF
A. National Trust / English Heritage / RSPB
A. Fire service / mountain rescue / RNLI / search and rescue
2. Europe: develop and hone marketing strategy in Switzerland. Receive feedback including
testimonial and accounts of CAERvest use and experience from existing client. Use similar strategy to promote CAERvest to fire services in Benelux, Italy, Spain, France, Germany. Adopt aspects of this strategy and apply to all new market strategies.
3. USA: the concept of a cooling vest is more prevalent in the US market. Since CAERvest is the only EFR vest of its kind, this strengthens its position in the N. America market due to device
recognisability. Sales distributors can exploit this as buyers will be familiar with cooling devices.
4. Rest of world: CAERvest requires promotional PR in each respective region/country. Local
distributors will monitor for feedback where CAERvest has been successfully implemented and
(ideally) saved lives. Local PR including proven medical benefits, testimonials and media coverage will strengthen CAERvest’s position and gradually develop demand. The online presence will be synchronised and translated into local languages where necessary.
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End User While the end user will unlikely purchase a CAERvest nor be interested in doing so, awareness of
CAERvest and its proven life-saving properties are crucial for future success of the device, stability, and brand awareness and survivability.
The vest design is unique and striking. This needs to be synonymous in people’s minds with CAERvest and the maxim: call, chill, care.
Through public education about the signs of cardiac arrest and heatstroke, how to respond, when
and how to use CAERvest will position BodyChillz in a favourable way showing that the brand cares about EFR and saving lives and not just about selling units.
Over time, this consistent message will raise awareness of CAERvest and create brand recognition. This in turn will slowly develop demand for CAERvest in regions/countries where it has already established itself.
The PR, media and education budget for CAERvest has been set at £159,000 In the initial 12 months post-funding, to cover these costs. This includes establishing local media in each region as well.
Strategy Integration (Applicable to all new and existing regions and countries including the UK):
1. A new market is proposed based on economic status, political situation, geography, and potential new client acquisition.
2. Local regulations, testing, and licensing are assessed. Budget is established.
3. Core team establishes partnership with local distributor who will assist in promoting CAERvest brand and advise on potential markets. Agreements made to cover costs, no. of units, logistics and shipping.
4. Core team will pitch first few potential clients depending on language barriers and aptitude of local distributor.
5. Local distributor will be trained to take over new client acquisitions.
6. CAERvest.com is translated into local language and local domain is acquired. New social
media channels are established where necessary and new online presence is integrated into worldwide platform.
7. Core team steps back and monitors progress and performance (remote) with regular communication/visits.
8. Feedback: local distributor gathers feedback from clients. Success cases, testimonials,
reviews etc. are exploited through local PR and media channels. Local distributor is the go-to
source for advice and suggestions on how to proceed. Website and online media integration are a vital and uniform platform between markets.
9. CAERvest distribution and brand awareness grows within the region/country and establishes over time, thus gradually developing into demand.
ÌÌ https://drive.google.com/open?id=0B_KU72wDflgPd283ekx1QXp5cXotN1QxV3ptVkUyeF9YM0Zj
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Control Phase / Measurement: performance & feedback
Immediately after this marketing strategy is implemented, so too will the controls detailed
below be initiated to gauge performance. Focusing questions are included where necessary,to help establish performance and areas for review. The sales performance will be monitored via
feedback from the authorised distributors in particular region. Inventory performance: logistics and feedback from carriers and stockists will gauge efficacy of existing distribution, including shipping routes and storage centres
PRICING STRATEGY 1. Is the decided price for the specific market and region proving effective? 2. Are there any cost fluctuations regarding expenses?
3. Are the promotional and complete service packages proving effective? 4. Are there issues with currency fluctuations?
SALES DISTRIBUTOR PERFORMANCE Since the sales distributor is the channel into the new market, their performance must be monitored and scrutinised very closely using the following focusing questions: 1. Are they meeting expected targets within the set budget?
2. Are they following the integrated marketing plan and reporting on progress appropriately? 3. Are there any issues with the agreement as originally outlined?
4. Are we failing the sales distributor in any way i.e. failing to correspond in a timely fashion, not meeting requirements regarding shipping, storage and distribution?
Where there are concerns, they must first be attempted to be addressed at our end and then at the
distributor’s end. Else failing a successful resolution, the original agreement needs to be revisited and
revised, or failing that the core team begins searching for a new distributor, to take over duties where issues are irreparable.
FIELD PERFORMANCE 1. Is CAERvest working as intended?
2. Based on feedback from local distributors and reviewing local clients and checking local media coverage, are there success stories where CAERvest has helped in emergency situations and (hopefully) saved lives?
3. Can these accounts and success stories be adapted for online coverage and used for local media and PR in accordance with the marketing strategy?
4. Feedback from clients and end users will strengthen CAERvest’s position in the market and can be used to drive sales.
SUPPLY CHAIN PERFORMANCE 1. Are the units arriving undamaged and on time? 2. Are there any changes to the costs?
3. Are there any issues with the local distributor in relation to the suppliers and/ or shipping companies?
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5. Are clients receiving reorders and replacement units in a timely and satisfactory fashion with minimal hassle?
If the answer to any of these is of concern, then it is pertinent to review the shipping, supply, and
distribution methods to assess whether they are fulfilling their agreement and consider replacing problematic elements within the supply chain.
Critical Points Key Considerations MEDIA ACTIVE MANAGEMENT & CUSTOMER ENGAGEMENT The website purposes:
What purpose does the website serve? It is to:
ÌÌ Educate the public, potential clients and medical professionals on the benefits of CAERvest. ÌÌ Act as the go-to location for sales aftercare and information.
ÌÌ Increase awareness of CAERvest and develop the brand image.
At present, the website is comprehensive and informative, but dense and technical. As a result, it is aimed at medically-trained individuals and not at potential clients and the public. This will be reviewed and specific sections completely overhauled.
Integration with press and media coverage, events and updates. Solution: divide online presence into ‘public’ i.e. the face of CAERvest including information, real-
life-saving success stories, holistic and caring approach of the brand, latest news (including where
CAERvest is rolling out next). This increases transparency of the brand and adds a human element to
the company mission and those behind it. There will then be portals to local distributors who will take over the sales and promotion of CAERvest in their locale.
Active social media marketing, content marketing and community management will be utilised within the marketing budget to manage and monitor all online activities related to the public
image of CAERvest and ensuring that there is seamless communication between the PR and media team and the online team. This, in turn, frees up the core team for other key duties and ensures consistency and integration across all online platforms.
Web analytics will be used to gauge website performance and establish metrics and targets. This will also help to identify main traffic sources and propose potential new ones.
These factors will be addressed ASAP in Q3 2018 in order for the marketing strategy to be consistently and effectively rolled out in all regions. Once the main site design and purpose is achieved, it will be
copied and translated for each new region to ensure brand consistency and recognisability across all markets, as well as integration into the global online presence of CAERvest.
Budget The marketing budget is set at £159,000. This covers: 1. CAERvest website revisions,
2. Social media set up and synchronisation, 3. Content enrichment campaign,
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4. Purchase of new website domains,
5. Translation of website and other online content into relevant languages,
6. Purchase of PR and media materials for promotional and educational purposes at sporting events in 2018 and 2019,
7. The cost of sending personnel to events to promote and raise awareness of CAERvest where it is deployed,
8. Local media outreach costs,
9. Active management of the CAERvest brand and image awareness, 10. Sales partner management.
Operations The challenge of penetrating new markets must not be underestimated. The time constraints
placed on visits, the intensive nature of travelling to locales by key members and the upkeep of
correspondence and continuous monitoring places a lot of demand on the members of BodyChillz. Therefore, new markets must be heavily scrutinised and stringently selected and prioritised in order of their potential. Longevity of the new market must be a key factor as well.
Through careful selection of a new market and/ or region, the job of the core team eases up
significantly with the help of a local distributor. The longer-term potential for CAERvest to grow its
presence and develop and strengthen in new markets will increase in likelihood as well. In this light, CAERvest will continue to focus on the US market, the European market and to a lesser extent on the Asia/Singapore market where tracks have already been made.
Cost: the cost to BodyChillz to manufacture a CAERvest unit is approximately ÂŁ50. This gives
a considerable margin of flexibility when pricing is reviewed in Q3 2018. The set online price of
ÂŁ500+VAT will be reviewed and may be revised at this stage, and potentially removed completely from the pricing strategy if it is proving ineffective or counterproductive. It could be the aim of
BodyChillz to reduce the price per unit after review and introduce tiered pricing and packages
that include training with the future aim of entering into partnership with other emergency device providers. The costs of regional regulations and certifications, local taxes and charges, storage and distribution expenses and distributor fees are covered by the local distributors as per their distribution rights agreement.
TECHNOLOGY: Key factors to consider are how CAERvest devices are performing in different situations and for
different medical conditions. Feedback will be acquired from distributors and via the PR and media
group. Another key area that BodyChillz will continue to research is the single-use nature of CAERvest and whether this is posing as a barrier to increased sales. The potential to expand the CAERvest
patented technology into other medical devices and for other applications will commence in Q1 2019. The original CAERvest will also be reviewed and evaluated to consider whether it can be made more efficient, more durable and reusable. Variations to the original design will complement competitors (namely EMcools) and strengthen the market position of CAERvest and diversify the device offering of BodyChillz ltd. In-line with this, the branding will be assessed and revised if necessary to make CAERvest more competitive.
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CAERVESTÂŽ IS A BODYCHILLZ PRODUCT
W W W. C A E R V E S T. C O M
Implementation The Twitter feed has exploited news reports related to the Summer 2018 heatwave and issues
surrounding it. In Europe, this will be integrated into the marketing strategy for 2019 when data can
be collected about the summer 2018 weather and corresponding health concerns where CAERvest could have been used and will be in future.
Due Diligence Medical trialling, testing and licensing is assessed when any new market or sector is being
considered due to the stringency and high stakes nature of the medical industry. This is factored into the marketing budget for new regions when they are considered for acquisition. Likewise,
stringent due diligence is performed on all new distributors and on clients in new industries and those making significant purchases.
Conclusion The medical devices industry requires stringent testing and licensing. Although CAERvest
is authorised for sale in the EEC, this market has developed relatively slowly until 2018 with a number of small scale buyers and a few larger ‘whale’ sales. Core marketing staff have
focused on the military aspect and pursued tenders with the largest military in the world:
the US armed forces. While this strategy is useful at potentially selling large bulk orders, it is a limited market and carries with it the high cost of completely new marketing campaigns with trialling and licensing for each new client as well as analysing and assessing each
new potential market, and not to mention the heavy time-investment of the key BodyChillz
members in setting up distributors in the new markets. The result is 1 new client per market,
which is unfavourable and exceedingly costly. While these clients agree significant tenders,
the wider benefits including brand awareness and establishment with the specific market are extremely limited since all reporting must remain confidential and cannot be used for wider
PR and media purposes. There is the added risk that the client may not renew or reorder, thus practically eliminating that market and sending CAERvest back to square one in that region. Rather than exceptionally high returns per client, the marketing strategy is set to be
rebalanced from Q3 2018 to include an all-encompassing approach that includes a wider
spread of clients both active and passive, public and private, including state, medical, and NGO organisations. In tandem with this, a complete service will be rolled out that includes supply, initial training, reordering in a consistent and effective strategy as outlined in this strategy guide that can be applied to each existing market and future markets. Having a
broad spread of clients across industries also reduces the risk of catastrophic market strategy failures should a significant client not renew their tender.
It is vital not to overlook the potential of PR and media coverage in each new market as this increases CAERvest brand awareness in each locale while also serving to complement the
overall global presence and brand-awareness of CAERvest. Over time, this will develop greater interest in CAERvest through brand recognition which will slowly establish demand for units.
The online strategy can be easily and readily rolled out in a consistent and uniform method in all new markets and must play a key role in establishing CAERvest in each market.
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info caervest.com +44 (0) 1293 804609
C AERVE S T®
IS
A
BODYCHILL Z
PRODUC T
www.caervest.com