Caervest Marketing Communication Strategy by Rai Biswas

BODYCHILL Z A IS

w w w . c a e r v e s t . c o m

C AERVE S TÂ®

Marketing Communication STRATEGY

PRODUC T

CAERVEST

CONTENTS. Guiding Principles

Message

New launch plan

Current Market Position

Objective(s)

Situation Analysis

SWOT Analysis

Bodychillz

CAERvest

PEST Analysis

Political, legal and regulatory environment

Economic/ Education/ Population/ Demographic environment

Social and cultural environment

Technological environment

Market Focus

Market Segmentation

Target(s)

Positioning

Launch Plan

Marketing Mix

Product

Price

Place

Sector

Region

Promotion

Public Education

Wholesale

Promotion

Direct Marketing

Product Lifecycle

Growth cycle

Sales

Costs

Profits

Customers

Competitors

Marketing objectives

Product

Price

Distribution

Advertising

Sales promotion

Strategy

End User

Strategy Integration

Control Phase / Measurement: performance & feedback

Pricing strategy

Sales rep performance

Field performance

Supply chain performance

Critical Points Key Considerations Media Active Management & Customer Engagement

07 08 08

Budget

Operations

Implementation

Due Diligence

Conclusion

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Guiding Principles Fundamental driving philosophy of saving lives in the first instances of cardiac arrest and heat stroke through fast and effective primary first response that requires no pretraining to carry out

Message

New launch plan

Main message is that CAERvest is tried and

Monika: the rationale behind this new launch

tested: it does save lives and it already has

plan is that CAERvest has been on the market

done in London and in the Middle East

now for 3 years. In this time, it has saved

Big Picture: to have CAERvest next to first

aid units in all emergency vehicles, public buildings, offices, public areas etc.

Through widespread adoption, education

and awareness, it is the aim of CAERvest to

increase the chances of recovery within the

first few minutes following heatstroke, cardiac

lives more than once and received some widespread coverage by the media.

However sales and growth are not meeting their expected targets at this stage and

stamina within the company has reduced.

A new strategy is required to bring CAERvest

arrest and other critical conditions through rapid cooling of core body temperature.

to market in a renewed light and establish

more widespread product uptake along with

increased public awareness of what CAERvest is, what it does and how it saves lives.

Current Market Position CAERvest landed a military contract in 2016

It is used on construction sites in UAE

Also installed 2 devices on Blackpool promenade RNLI stations in the same year

Not a lot of development since then

The brand and its presence are currently calibrated towards emergency services and non-public groups

Currently there is no other device on the market similar

to CAERvest. Its closest competitors are other emergency devices, such as LUCAS device and defibrillators.

CAERvest has partnered with STA to deliver half day training courses

CAERvest has been successfully delivered to a Swiss fire service

Greater focus on potential European markets will be carried out by the core team later this year

A rep has been acquired in Singapore to cater to the Asian market – this market is in its early stages

Recently CAERvest has focused on N. America (USA) and is hopeful of landing a significant US military tender

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Current Market Position Objective(s) In order to strengthen their market position, the CAERvest needs increased coverage targeted at specific groups:

When marketing technical medical equipment it is crucial to deliver a targeted and effective message to both end users

and non-end users. This will be incorporated in synchronised across the complete marketing strategy.

Another important division is between medical experts / nonmedical experts across the entire strategy

Education: widespread education of what CAERvest is, its simplicity of use, and its proven effectiveness

CAERvest or ‘rapid cooling vest’ should be as familiar a term as ‘defibrillator’ ie the majority of the population know what

it is and recognise it with ease. With public access to devices and simple instructions and familiarity those same people can potentially use it to save lives

Situation Analysis Advantages: ease of use, compact, rapid response

Limited number of emergency devices (first aid kit, defibrillator etc.); market is not saturated,

but acceptance of a new device requires solid research, testing, trialling and certification which will absorb much of the budget.

Interested parties: medical, state, commercial, public

Market gap: CAERvest fulfils emergency first response requirements before or when trained medical personnel are on site

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BODYCHILLZ

SWOT Analysis

INTERNAL

OVERALL

STRENGTHS

WEAKNESSES

Strategy

Aimed towards medical sector and groups/ individuals with emergency healthcare knowledge and training

Some success stories to date and unit sold in Middle East: area of higher risk for heat stroke, cardiac arrest and also to the military presence in region

Limited general public education about CAERvest effectiveness: objective needs to be reoriented to include public awareness Current marketing strategy appears to have lost steam

Structure

Systems

Management

Staff

Skills

Shared Values

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I N T E R

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N A L E X T E R 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 components (vest, water pouch, carry bag) Ease of use: follow instructions with no prior training required No other device like CAERvest exists (presumably) no shelf life on units Compact, lightweight, transportable (presumably) bulk orders such as military contracts can be fulfilled with ease Total sales to date: (monika)

Few updates, news, press releases etc. since 2017: brand knowledge has dissipated and reputation 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 (presumably) marketing team has little experience with public awareness campaigns Current marketing approach has been to target clients with potential for very high unit orders (military): this 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.

OPPORTUNITIES

THREATS

Partnerships with nationwide, Europe-wide and global institutions e.g. the WHO, the UN, Oxfam, Medicins san Frontiers Repeat customers and bulk buy discounts/ concessions Complete service offering units plus training and reordering and customer care and after sales support 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 to provide clients with a onestop go-to supplier for their emergency equipment including maintenance and restocking Increased availability among higher-risk groups: elderly, physically active, high risk environments and people in ill health Increased locations at high risk venues eg 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 It is a challenging market to become established in, especially due to the stringent regulations, 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 government-associated 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.

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PEST Analysis Political, legal and regulatory environment CAERvest® has been granted the CE mark for medical devices allowing free movement and sale in the EEA

ÌÌ With this the product can be sold across Europe without restriction

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 for with each

new geographical market/ region with its own marketing strategy integrated into the global strategy.

STA partnership to deliver Recognition and Emergency Treatment of Heatstroke training

course: this model needs to be incorporated into overall strategy and rolled out across all markets new and current.

Economic/ Education/ Population/ Demographic environment Pricing needs to be agreed in Euros for sales in Europe; this can be set annually or biannually for simplicity.

Education to international audience needs to be effectively delivered; though organisations

such as WHO, UN, charities e.g Medicins san Frontiers, and disaster relief groups knowledge and

awareness of CAERvest can be readily accessed and disseminated to relevant groups and general populations

Social and cultural environment CAERvests are not being sold to general public nor are they likely to be sold to individual companies, groups, SMEs etc.

General public need 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 know what a defibrillator is, but few people know or are confident using one correctly in an emergency situtation), but will not directly lead to higher sales immediately. With brand awareness growing gradually, CAERvest will come to the attention of relevant groups and individuals who have buying power and this will develop into future demand.

Sales rep 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.

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Technological environment Emergent technology: similar products exist in the market in vest and blanket style. They are however intended for preventative treatment and are available to purchase in the retail market

Competitors: cooling devices with similar technology and/or design to the CAERvest:

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-VestLiquid/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/Alpinestars-Cooling-

Vest/SubProducts/Alpinestars-Cooling-Vest-0001&Currency=GBP&Locale=en_GB&gclid=Cj0KCQjw45_ bBRD_ARIsAJ6wUXQGpmUv1-u8BGHFzKuJSf1lxrJpg-ngZRrcO09KfFAi7YLPhggrTv8aAtqqEALw_wcB

ÌÌ https://www.healthandcare.co.uk/techniche-cooling-

range/6529-BL-XS_plus.html?gclid=Cj0KCQjw45_bBRD_

ARIsAJ6wUXRwMwMqlxpXeGgVtcnx5GWql8oVCYlETQFAqGis07zw4E4Vz8XMelIaAlUGEALw_wcB

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/

There is a noticeable difference between the US and European market where the brands PIP-E and

Bullard have similar vests in the US. The majority of other cooling vests are aimed at the public with significantly lower prices and can be reused

Collaboration: CAERvest needs to be listed on medical supplier sites and due to the single use nature need to be sold in bulk, attractive to repeat purchasers and offered in emergency first response packages including other healthcare products

Geography: aimed at locations where there is high risk of heatstroke and/ or heart attack 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 the CAERvest and the technical nature of the

device, similar training programmes to the STA course will build awareness and increase ease of 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: (presumably) easy to ship and distribute via existing channels. Bodychillz is

not partnered with any major retail or trade supplier: this poses the issue of scalability for increased and more complex shipment channels. It also leaves the sales of unit directly in the hands of the core staff which causes issues of time constraints as well as scalability.

Media: some international coverage on thenational.ae but largely limited on the whole. 11

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Market Focus Competitive Advantage: only product designed for emergency use (rather than preventative 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

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 vendors.

Market Segmentation 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 CAERvests will help to maintain regular news and developments

Individuals and groups: What are the individual sales stats from www.caervest.com/shop?

Consider avoiding this completely and using a third party company to sell individual units, leaving Bodychillz core staff to focus on new markets and operations.

National and international: CAERvest UK presence seems limited with little activity since 2016.

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Target(s) An agreement with a national chain will boost UK market and improve CAERvest awareness and promotion

National chain of gyms/sports centres/spas/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, golf/cricket/sailing/athletics championships

Major transport centres (public): railway stations/UK rail, major airports, ports

Transport (trade): shipping ports

Charities: Oxfam, Medicins san 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.

Market Segmentation SUGGESTION

CAERvest saves lives by rapidly cools patients’ core body temperature to a safe level within minutes following cardiac episode and heatstroke. The new maxim is: ‘call, CPR, defib, chill, care.

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Launch Plan *** Add milestones and dates so far. ***

Marketing Mix PRODUCT There is only 1 product and each unit is identical. It is one size fits all with the only difference being the instructions included in each kit and the packaging language differing between countries.

PRICE Current retail price £500+VAT

£500 discount when order 10 or more units in same purchase Coupons available

(Monika) Trade price, packages and duration of agreements

PLACE CAERvests are sold by via direct channel or by reps in certain countries. A limited number are sold via the UK website (no. of units sold is missing)

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

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 heat stroke 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 a 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 CAERvests to hand in emergency situations were the nature of the emergency requires rapid core cooling.

Success in each of these industries relies heavily on: 1. The skill, knowledge and ground connections of the sales reps

2. Bulk tenders with national organisations to supply CAERvests, train first aid staff, restock

spent units, provide customer service and after sales supports in a single agreement for a set number of years.

3. Delivery of training on when and how to use CAERvest

4. Wider awareness of what CAERvests 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).

Region Europe: Uptake in mainland UK is limited

Successful sales in Switzerland to a fire service: use this successful model and apply 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 distributors

USA: represented by Blandon Partners with expertise in military procurement. Fire services marketing is planned as well.

Far East: A distributor has been acquired in Singapore

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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 and reps need to be acquired instead.

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 Significant funds are allocated to testing and trailing of devices

International success stories can be used to promote CAERvest both within the

respective country directly online and through a rep 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

Collaboration to provide CAERvest with other emergency care devices: defibrillators (LUCAS device?) etc.

Public Education Although CAERvest is not marketed at its end-users nor is the public interested in

purchasing or (possibly) using CAERvests in emergency situations, the unique and iconic design of the 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 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 whether CAERvest is intended for use by untrained individuals. The

mechanism of action is automatic and fool proof, the signs of cardiac arrest and heat

stroke are generally obvious and the ease of use of the CAERvest in an emergency make this a significant consideration for future marketing strategy during the mature stage of the product lifecycle i.e. if non trained individuals have used a CAERvest effectively this proves that members of the public can have access to them.

To enhance CAERvest position within the market both international and domestic, a

holistic approach needs to be taken with the CAERvest website maxim at its core: call, CPR, defibrillate, chill, care. This holistic view is essential for 2 key reasons:

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1. It educates medical staff and the public regarding the sequence to follow when integrating CAERvest treatment into EFR

2. This approach positions CAERvests in equal standing with defibrillators; another relatively recent medical device to receive widespread adoption and instant recognisability.

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.

Wholesale Wholesale at present is the strongest channel.

Recommend to keep to this and approach private companies with similar pitches to

those used for the military and fire services highlighting real benefits of rapid cooling in

response to emergency situations and how an entire operation can be quickly covered by simple addition of CAERvest units to first aid points.

Promotion A limited number of individual doctors have commented on CAERvest

To develop a solid position within the innovative life-saving medical devices market

CAERvest needs endorsements and/or partnerships with well-recognised institutions and individuals. Consider approaching the WHO, Medicins san Frontiers and other organisations for recognition, press coverage and promotion.

Success within the fire services sector indicates that there is high potential for increased sales. Endorsements, testimonials and usage reviews from respective groups and

individuals can 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 the 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

Promotion To be carried out by the country reps 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

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Launch Plan Product Lifecycle GROWTH CYCLE (Monika) This section needs some inputting; it should be entered for the whole company and by market/region to assess performance in each new market CAERvest enters

Sales

Costs

Profits

Customers

Competitors

Marketing objectives

Product

Price

Distribution

Advertising

Sales promotion

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Strategy 1. UK: the rep system is functioning in other countries. Use it in the UK as well. Seek out a vendor who

will sell wholesale to UK companies/organisations/institutions through a similar model to that used

overseas. 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 vendor to secure the first few UK tenders until CAERvest is established in UK market. Target: A. Virgin Active

B. British Gas / EDF

C. National Trust / English Heritage / RSPB

D. Fire service / mountain rescue / RNLI / search and rescue

5. Europe: develop and hone marketing strategy in Switzerland. Receive feedback including

testimonial and accounts of CAERvest use/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.

6. 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. The use of sales reps can exploit this as they will be familiar with the markets that show high potential.

7. Rest of world: continue using regional reps. CAERvest requires promotional PR in each respective region/country. Liaise with local vendors to 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 CAERvestâ&#x20AC;&#x2122;s reputation and gradually develop demand.

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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 item, stability, and brand awareness.

The vest design is unique and striking. This needs to be synonymous in people’s minds with CAERvest and the maxim: call, CPR, defib, 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 (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 budget for CAERvest awareness must be established and included in each regional marketing budget and in the total marketing budget.

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 is assessed. Budget is established.

3. Core team establishes partnership with local rep 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 rep.

5. Local rep 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)

8. Feedback: local rep gathers feedback from clients. Success cases, testimonials, reviews etc.

are exploited through local PR and media channels. Local rep is 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 reputation and brand awareness grows within the region/country and establishes over time, thus gradually developing into demand.

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Control Phase / Measurement: performance & feedback Targets and plans: each strategy for a new market needs to include a roadmap with set dates for achievements and review

Sales performance: this must be monitored via feedback from the authorised vendor in that 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 rep performance: since the sales rep is the main channel into the new market, their performance must be monitored and reported on very closely. 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 issues with the agreement as originally outlined?

4. Are we failing the sales rep in any way i.e. failing to correspond in a timely fashion, not meeting requirements regarding shipping, storage and distribution?

5. Where there are concerns, either address them at our or the repâ&#x20AC;&#x2122;s end, or begin searching for a new ground rep to take over duties where issues are irreparable.

FIELD PERFORMANCE 1. Is CAERvest working as intended?

2. Based on feedback from local reps 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 CAERvestâ&#x20AC;&#x2122;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 rep re. the suppliers/shipping companies? 4. Are clients satisfied with the local delivery upon purchase?

5. Are clients receiving reorders and replacement units in a timely fashion with minimal hassle? 6. If the answer to any of these is of concern, then it is pertinent to review the shipping, supply,

distribution methods and companies to assess whether they are fulfilling their agreement and consider replacing problematic elements within the supply chain

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Critical Points Key Considerations MEDIA ACTIVE MANAGEMENT & CUSTOMER ENGAGEMENT The website:

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? How many sales to date have been made directly through the online store?

ÌÌ Increase awareness of CAERvest and develop the brand image?

If the answer is ‘all of the above’ then a stronger strategy needs to be established and executed.

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.

Integration with press and media coverage, events and updates are missing. This leave the impression that CAERvest has not developed very much since 2015.

The website is currently set up to provide retail sales. This does not agree with the apparent strategy of wholesale tenders to large organisations.

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.

Consider using a social media marketing company and community manager to manage and

monitor all online activities related to the public image of CAERvest. This frees up core team for other key duties and ensures consistency and integration across all online platforms

Trade portal: for sales provide an emdbed link to the authorized vendor within that region.

ANALYTICS How is the website performance? Is it meeting expectations?

What is the main source of traffic?

What is the bounce rate and are visits resulting in sales? NOTE: this needs to be addressed ASAP 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 can 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.

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Budget The marketing budget can be set for each new region using the following factors: 1. License and trial costs

2. Agreed terms with local rep/vendor

3. Establishing initial presence in new market: web domain and site construction including

translation. Integration with existing social media feeds, maintenance of online presence. One company can handle feeds for all countries and markets to ensure consistency of message, synchronisation and simplicity.

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 high level 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 rep. The longer term potential for CAERvest to grow its

presence and develop and strengthen within the new market will increase in likelihood as well. In

this light, CAERvest should 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: what is the price per unit to manufacture, store, ship and deliver a CAERvest? The cost needs to be assessed based on each region including regulations and certifications, local taxes and charges, storage and distribution expenses and vendor fees. The set online price of ÂŁ500+VAT

should be reviewed and if necessary revised at this stage, or removed completely from the pricing strategy if it is proving ineffective or counterproductive.

Can the price be reduced or tiered at this stage in the product lifecycle to attract more clients?

TECHNOLOGY: 1. How is the CAERvest technology performing based on client feedback (including confidential military feedback)?

2. Is the single-use nature of CAERvest becoming a barrier to repeat purchases?

3. Can a new version be developed which is more efficient, more durable, more affordable and reusable? Can an affordable model aimed at public use be developed? Variations on the

design with specific markets in mind will strengthen the marketing position of each new version developed.

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Implementation The Twitter feed has exploited news reports related to the Summer 2018 heatwave and issues

surrounding it. In Europe, this needs to be integrated in 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.

Due Diligence Medical trialling, testing and licensing must be assessed when any new market or sector is being considered due to the stringency and high stakes nature of the medical industry. This must be factored into the marketing budget for new regions.

Due diligence must be performed on all new reps 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 slowly. Rather, core 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 (1 country = 1 military organisation) and carries with it the high cost as a completely new marketing campaigns with new trailing and licensing is required for each

new client as well as analysing and assessing each new potential market. 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 is confidential and cannot be used.

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, rebalance the marketing strategy to include an all-encompassing approach that includes a wider spread of clients, a complete service

including supply, initial training, reordering and a consistent and effective strategy as outlined above that can be applied to each new market. 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 the CAERvest brand awareness in each locale. Over time, this will develop interest in CAERvest and 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 and its reputation when entering a potential new region/sector.

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info caervest.com +44 (0) 1293 804609

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