Luke Saunders Steve Ambrose Sandie Ibanez Leach Friday, 14 December 2012
Drive Medical, Proposal Proposal •
New product innovation and marketing team for Drive Medical
•
62,500 crutch loans (UK) (NHS information centre. 2012)
•
566,000 (USA) (Stephen Kaye et al. 2000)
•
Medical Evidence
Objectives 1. Identify a gap in the healthcare market 2. Raise awareness of our product 3. Broaden the market of ‘Drive Medical’ 4. Realistic strategy to benefit both financially and commercially 5. increase eco design within the manufacturing process
Friday, 14 December 2012
Friday, 14 December 2012
Strategy 1- Amputee and A&E (Marketing Mix) NHS
Price
Promotion Place Product
Friday, 14 December 2012
Amputee
One Crutch £152.50?? Two Crutches £305?? (1st) 1500
One Crutch £152.50 Two Crutches £305 (1st) 500
(2nd) 4000
(2nd) 2000
(3rd) 8000
(3rd) 4000
(4th) 13,000
(4th) 7000
Primary •Stakeholder Newsletter •Branded noticeboard •Website advert •Posters around A&E reception Secondary •Twitter •Website •Facebook
Primary •Twitter •Facebook •Website
•A&E reception •Online
•Direct Selling •Mail Order •Website
• Never actually own the product • NHS owns all rights to ownership of the
• Own the product • One size fits all
crutch •Personal fitting
Strategy 1- Amputee and A&E (Promotional Mix)
Friday, 14 December 2012
Short, Medium, Long term Objectives
OBJECTIVES Short term - Doctor testimonials - Famous sports ambassador for product - Professional rugby and football teams - Use this in the media - Sell 1000 pairs in the 1st year - Spend no more than ÂŁ125,000 on marketing and advertising Middle - In 2 years - sell to private hospitals - In 3 years - sell internationally Long term - Have sold 20,000 pairs of crutches gross profit of ÂŁ738,000 TARGET MARKET - The Athlete -Professional ! ! ! - Amateur
Friday, 14 December 2012
Strategy 2- Professional and Amateur Sports (Marketing Mix) MARKETING STRATEGY PRODUCT ! ! ! ! ! ! ! ! ! ! ! ! !
- Consumer wants and need - Features that satisfy the needs - Brand - Testing - Competitive Advantage
PLACE! !
- Distribution Channels!
The tailor made sports crutch Heal faster, Stay active, prevent injury
PRICE PROMOTION - Key message ! ! ! - Promotional mix - PR ! ! ! ! ! - Personal selling ! ! ! ! ! - Internet Marketing ! ! ! ! ! - Advertising
Friday, 14 December 2012
HyBroSport Crutch
By
Strategy 2- Professional and Amateur Sports (Promotional Mix) Hybro-sport crutch - The sportsmens’s cructh Michael Owen is the ambassador for the hybro-sports crutch by Drive medical, many professional football and rugby players have used them. Features... Allow them their leg to heal as efficiently and quickly as possible – as their bodies are extremely important to their careers Avoids further injury – bone rotation, excessive upper limb loading and hand soreness as seen in the studies mentioned in ‘(1)Project background’ Prevents pain in hand, wrist, elbow or shoulder – All complaints from patient chat rooms. Uses the most advanced technology – The product uses a very new technology transferred from the prosthetic leg blade. Allows them to be more active – This target market will want to be able to stay as fit as they can (and are allowed to be). Doctor testimonials “These crutches allow for maximum shock absrtion to reduce risk of furthe injury. High shock absorbing, from the advanced prosthetic leg design that is at the base of the crutch. An increase in the directed load from the broad base support which restrains the internal rotation of the humerus bone and excessive upper limb loading. The curved prosthetic leg blade design allows the energy from the crutch to be transferred from the initial contact with a surface to the release to help aid motion. A more ergonomic handle then the standard crutch to reduce skin being pressured occluded, rubbed, squeezed, stretched or heated when using crutches. (Kang, YC et al. 1999)”
HyBroSport Crutch
Tailor made for sport
HyBroSport Crutch Friday, 14 December 2012
By
By
PROMOTIONAL MIX - Budgets PUBLIC RELATIONS!- Doctor Testimonials ! ! ! - Famous sports product ambassador ! ! - Twitter ! ! ! - Sports Media attention
PERSONAL SELLING! ! ! ! ! ! INTERNET MARKETING !
- Sales Representative - Presentations, demonstrations ! - Website - Online PDF brochure
ADVERTISING! ! ! ! ! ! ! ! ! !
- Facebook - Posters - Brochures
TOTAL COSTS! !
- Estimated Advertising: £15, 755 - Salary: £73,000
Friday, 14 December 2012
Project on a page
Friday, 14 December 2012