help with marketing

Situation analysis:

Internal (VRIO)

Goal/positioning: Special materials (Merino wool) for optimum wound healing and comfort, sustainable materials to protect the planet. 20 to 50 year-olds who participate in outdoor activities and sports.

 

Market share/Financial statues: Lucas Smith’s brainchild, Wool+Aid, making biodegradable woollen plasters and bandages, has attracted the big guns of the local investment world like Sir Stephen Tindall and marketing guru Geoff Ross. / Pathfinder Kiwisaver had invested $200,000 in the product that was a potential game changer in its category. Pathfinder CEO John Berry says wool bandages are unique and have the potential to disrupt the global market for plastic plasters and bandages.

https://www.stuff.co.nz/business/prosper/125893109/innovative-woollen-plasters-company-woolaid-attracts-big-guns-of-kiwi-investors

Mr Smith (26), who divides his time between Tekapo and Christchurch, is the founder of Wool+Aid, an innovative merino wool sticking plaster and bandage company which has attracted the interest of some serious investors.

That included VMG Ventures which has invested in a substantial portfolio of angel investments in an equity partnership with businessman and angel investor Sir Stephen Tindall. https://www.odt.co.nz/business/15-million-get-merino-plasters-going

 

Service quality: Being in the mountains also led him to thinking about how there was an opportunity for merino wool to have a use in a medical platform. Wool+Aid bandages and plasters were naturally hypoallergenic, antimicrobial, quick drying, comfortable, moisture wicking and flexible, as well as being sustainable. https://www.odt.co.nz/business/15-million-get-merino-plasters-going

 

Operations: We have a website where customers can buy online, however, we are not looking to be an online store. We are looking to launch firstly in New Zealand, followed closely by the US. Stores that align with our company and product (who are also likely to have E-tail) are: Torpedo 7, Kathmandu, Patagonia, Rebel Sport, Nike retail stores.

 

External

Competitive analysis: Elastoplast, Band-Aid and 3M lead the wound care industry with high company shares of wound care in New Zealand. There are cheaper alternatives (competitors).—show competitors through research

 

Market analysis:

Elastoplast (Beiersdorf), Band-Aid (Johnson & Johnson) and Nexcare (3M) are set to lead the wound care industry in 2021. Many New Zealanders prefer using wound care brands that are well established and have been in the market for years. Consumers trust these leading brands to help heal their injuries and wounds.

Although sticking plasters is expected to remain by far the largest segment in 2021, accounting for a half of value sales, it is highly mature, with limited room for innovation. Products already available include blister protection, cushioned, assorted shapes, sensitive, heavy duty, waterproof and advanced healing. As a result, with very little innovation sparking consumer interest over recent years, competitive pricing is one the main drivers of value sales and this puts wound care apart from other consumer health products in New Zealand, where superior quality is one the main drivers of value sales (passport).

 

Environmental analysis:

Eco: Merino wool is an expensive material(T), Consumer return to pre-pandemic activities increases growth of wound care(O)-- While stockpiling drove value growth in 2020, normal life resumes for the most part in 2021 and consumers resume the physical activities they love and enjoy such as team sports, mountain biking and gym visits – all of which lead to a greater incidence of minor injuries(passport).

Tech: New technologies such as plastic-free are an opportunity

Social: The cultural background of each country is different, whether it is necessary to provide different product types outside New Zealand If the socio-culture is the same, then that's the opportunity.

 

SWOT analysis as a summary

O1: Wound care is expected to register muted constant value growth over the forecast period, in what is a mature product area. All the same, as people are more mindful of their health, as the result of the pandemic, they will be motivated to be active and this will result in minor injuries and drive values sales. Sporting event such as team sports and triathlons resumed again in 2021, and they sporting invest will also lead to injuries over the forecast period.

O2: Wound care is a mature product area with limited new product launches, which is limiting overall growth. Therefore, an increased focus on product innovation and new product development is crucial to support sustained growth in the future. The development of products that target specific niche users such as waterproof band aids for swimmers, or products that meet other consumers concerns such as environmentally-friendly products are potential avenues for increased growth.

O3: Elderly workforce will continue to drive value sales of wound care--The increasing number of older people among the population represents an opportunity for the expansion of sales. This is because the elderly tend to injure themselves more easily and often bleed more profusely than younger people, and therefore, they often require the use of wound care products, such as adhesive bandages, for a longer period of time.（Passport）

 

 

 

 

Problem definition:

Many New Zealanders prefer using wound care brands that are well established and have been in the market for years. Consumers trust these leading brands to help heal their injuries and wounds. 新品牌的价格贵且知名度低

 

Target market: The key purpose is to analyse the chosen target market (mentioned in situational part). “20 to 50 year-olds who participate in outdoor activities and sports. From walking and hiking to doing Red Bull Extreme Sports, we've got you covered.”

 

 

Marketing mix

Product: describe what type of product this is（belong to: Shopping product），TPC have what benefit（augmented product）—potential product for market segment+ branding strategy in the future

Price: (already have)，analyse pricing strategy（demand/cost/competitor/profit）

 

Place/Distribution: 在网络和运动零售店销售，selective distribution做户外运动的人会去这些零售店，也可以在这些零售店找到这款创口贴

 

Promotion:

Objectives:

Offer: Demonstrate features and benefits

Create awareness: create demand, and/or educate. Focus on recruiting new customers or remind existing customers.

Brand image: Increase awareness about and goodwill for the company.

Promotional mix tool: ad, personal selling, pr, sale promotion (free sample), direct marketing

Message strategy: Symbolic/experiential orientation -- Brand image is like the pursuit of a healthy lifestyle. You don't have to be afraid of minor wounds when you do outdoor sports. This wound care can protect your wounds very well, so that you can immediately live normally and bring a good experience. And this sustainable material is one of our contributions to protecting the planet's environment.

Communication channels: internet/mail/television

 

Recommendation:

1. 售价高是由于主要成本高：使用混合材料（非塑料），内层用羊毛，外层用便宜的可保温材料以降低成本

2. Education(了解这种材质的好处+环境保护的角度)

3. 登山组织club合作 在过程中 企业提供这种产品 ，签订一年的合同。分享利润，提高企业的声誉。

Apply SMART

 

ES400/Situation800/problem200/target600/marketing mix800/recommandation700