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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


HyBro Sport Crutch