JMD ReWalk Personal System The marketing camapign of the product launch of the new exoskeleton product in South Afrca, the ReWalk Personal System.
CONTENTS 1. The client brief 1 1. The Brand Name 2. Key environmental factors to consider 3. The Brand 4. The Market 5. The Competition 6. The Target Market 7. Marketing objectives 8. The Marketing Communication Objectives 9. The Big Idea 10. The Budget 2. The Creative brief 3 1. Brand/ Product/ Service 2. Task 3. Role of the advertising 4. Desired consumer response 5. Primary message 6. Support 7. Target audience 8. Media considerations 9. Timing 3. Marketing communication mix 4 1. Advertising 2. Digital Marketing 3. Sponsorship 4. Public Relations 4. Media planning and buying 6 1. Television 2. Radio 3. Newspapers 4. Magazines 5. Social media 5. Brand development 8 1. Logo 2. Packaging 3. Promotional items (corporte gifts) 6. Advertisements and commercials 10 1. Billboard 2. Banners 3. Newspaper advertisement 4. Magazine advertisement 5. Television commercial 6. Radio Advertisement 7. Tri-fold brochure I ReWalk Marketing Camapign
1. THE CLIENT BRIEF 1. The Brand Name ReWalk Personal System 2. Key environmental factors to consider Living standards (LSMs) South African population suffering from spinal cord injuries Regulations for the South African government Health and safety acts Consumer demand Brand positioning FDA approval 3. The Brand 3.1 Brief history and reason to exist Brief history The earliest form of exoskeleton technology was developed in 1980 by a called Russian Nicholas Yagan. He is the one who inspired companies across the world to invent and re-develop their own exoskeleton products. However, the ReWalk Company was founded back in 2001 by Dr. Amit Goffer who was quadriplegic. His desire to develop ReWalk exoskeletons was inspired by his goal to develop a product that would enable physically handicapped individuals suffering from spinal cord injuries to be able to walk again. Reason to exist Not only do they enable physically handicapped users to walk or stand without any difficulty, the ReWalk exoskeleton system also provides users with a new form of freedom and independence, be it at talking to a friend or cooking. Most of all, it is specifically tailored to assist individuals suffering from spinal cord injuries such as paraplegia by providing them with experience similar to that of walking. Over the years ReWalk exoskeletons have touched different lives in many ways. Amongst them is helping individuals conquer challenges connected to a wheel chair. They also enhance individuals health and their ability to stay mobile by assisting them to participate in environments such as receptions. 3.2 Competitive advantage - Ability to walk with decreased pain. - All day mobility of the product. - Improved sitting posture. 3.3 Strengths and weaknesses Strengths Safe and mobile for its users. Has the latest technological features First of its kind in South Africa. Weaknesses Pricing of the product may lead to fewer sales. Exorbitant prices High marketing costs. 4. The Market 4.1 Size and growth ReWalk Robotics LTD (NASDAQ: RWLK) has received a major growth in the market since US Food and Drug Association s (FDA) approval. ReWalk has sold 68 ReWalk Rehabilitation System and 14 ReWalk Personal System since August 2014. This is a low number of sales but ReWalk costs more than $100 000 (about R1 000 000) and therefore ReWalk s sales grew in the market. ReWalk is one of the fast growing exoskeleton companies in the market and it is expanding its market to other countries. ReWalk Marketing Camapign 1
4.2 Market share Due to the effectiveness of the exoskeleton products, worldwide markets want to attain a significant growth. The exoskeleton companies manufacture personal and rehabilitation robots which assist patients with spinal cord injuries in multiple ways and can be used in rehabilitation centres and inside sport facilities. The effectiveness of the robots resulted in a major market growth of $43.3 million, which is expected to rise to 1.2 billion by 2020. Companies such as irobot, Ekso Bionics and Touch Bionics dominate the exoskeleton market. 4.3 Consumer insights Consumers have their expectations and benefits about products. The following are the consumer insights for ReWalk Personal System: - Use the ReWalk Personal System anywhere. - Ability to stand and walk upright. - Ability to walk with decreased pain. - All day mobility of the product. - Improved sitting posture. - Ability to walk longer distances. - Product that accommodates people of various weights and heights. - Low cost and affordable product. 5. The Competition 5.1 Number of key competitors In South Africa, there is only one existing exoskeleton company which is the key competitor. Just Walk Bionics 5.2 Key competing brands and their: Strengths/ weaknesses Strengths Has a Bionic Suit with 3 Modes of use. Has various rehabilitation facilities. Cost advantage. Weaknesses Less benefits Poor marketing Positioning As the only exoskeleton company in South Africa, Just Walk Bionics positions itself as the best an only company that offers superior products for people suffering from spinal cord injury and other illnesses. South Africans perceive Just Walk Bionics as the best company due to its characteristics and quality products. Competitive advantage - Cost advantage. - Has loyalty among South Africans because it has been in the country for more than 2 years. - Unique features (3 Walk Modes, FirstStep, ActiveStep and ProStep Mode). - Just Walk Bionics has a rehabilitation centre, gym facilities and various exercise equipment. 6. The Target Market 6.1 Target market description The market for exoskeleton is wide open. Although it caters for almost different age groups it is mostly synonymous with whites and rich blacks. Because of its limitations regarding weight and volume of the equipment, exoskeletons are mostly designed to assist elderly independent living individuals between the ages of 25 to 60. This technology from ReWalk is designed for individuals suffering from spinal cord injuries or physical disabilities such as knee or joint problems. Sports athletes are the ones who run a high risk of sustaining injuries of this nature because of harsh and challenging circumstances they are exposed to on a daily basis. Because ReWalk 2 ReWalk Marketing Camapign
products are exclusive and therefore people whose LSM (Living Standard Measurement) are in the region of R750 000 to R1 000 000 per annum are the ones who are mostly likely able to spend on products such as ReWalk exoskeleton robotics. 6.2 Usage patterns Despite producing technology that has rewarding benefits for physically handicapped people suffering from spinal cord injuries, ReWalk s exoskeleton robotics are considered by many as being expensive and difficult to afford. This in a way could be the only explanation to the lesser consumer purchasing patterns in different parts of the world. According to the European Federation of Pharmaceutical Industries and Associates (EFPIA), it is estimated that there are over 1 million people in the world who may be living with paraplegia. For example, in the U.S where most people enjoy improved standards of living, the ReWalk cost close $70 000. The public has not really cherished this idea with open arms. The other factor contributing to the lesser purchasing patterns of ReWalk exoskeletons is that most U.S. insurance companies are yet to cover it in their policies. Without taking anything from ReWalk, people are just scared off by their exorbitant costs. If they are really serious about appealing to a new market they should consider reducing their prices. 7. Marketing objectives - Introduce a new product in the market. - Grow the international market for the product. 8. The Marketing Communication Objectives - To create awareness among South Africans. - To create desire and action to buy the product. 9. The Big Idea Use the Integrated Marketing Communication Tools to create awareness for ReWalk Personal System as a new product in the market. 10. The Budget R10 000 000 2. THE CREATIVE BRIEF 1. Brand/ Product/ Service The product to be advertised/ promoted is ReWalk Personal System. The ReWalk Personal System provides users with a new form of freedom and independence, be it at talking to a friend or cooking. Most of all, it is specifically tailored to assist individuals suffering from spinal cord injuries such as paraplegia by providing them with experience similar to that of walking. Over the years ReWalk exoskeletons have touched different lives in many ways. Amongst them is helping individuals conquer challenges connected to a wheel chair. They also enhance individuals health and their ability to stay mobile by assisting them to participate in environments such as receptions. The product will compete with the other bionic/ exoskeleton products available in South Africa. 2. Task Television, radio and print media. 3. Role of the advertising Launch the product and create brand awareness. ReWalk Marketing Camapign 3
4. Desired consumer response We want the potential consumer to be aware of the product and perceive it as the best bionic/ exoskeleton product in South Africa, if not in Africa. The potential consumer has to develop the desire to use the product and experience its benefits and finally take an action and purchase the product for their use. 5. Primary message The key message in this campaign is clear as demonstrated in our theme: Turning adversity into privelge. The primary benefit offered is that ReWalk Personal System will free the user from that wheelchair and allow the to Walk again. This allows them to enjoy life s practical experiences out of the wheelchair. 6. Support The use of testimonials of people who use the product before in our television commercials, on our website and social media will make the consumer believe in our product. 7. Target audience White and wealthy black South Africans suffering from or with a high risk of sufferings from paraplegia causing diseases/ incidents. 8. Media considerations The product will be advertsised on teevision, radio, nationl newspapers, magazines, social media and on outdoor media. 9. Timing The launch campaign runs from November 2014 to April 2015. 3. MARKETING COMMUNICATION MIX 1. Advertising Print media For print media, we will advertise ReWalk Personal in national newspapers and magazines with most of our target audience. The publications are Mail and Guardian, Afrikaans newspapers Beeld and Volksbald as well as Huisgenoot magazine. The advertisements will be displayed in full page (A3 for newspapers and A4 for magazines) and will feature a photo of a person wearing the ReWalk Personal System. The key message of our print advertisements is the benefits of the product. Television The product will be broadcast in SABC 3, SABC 2, SupersportBlitz, Mnetand Kyknet. Our main message is to ensure hope to disabled people and gaining community trust. We will present this in a manner that will show clients/customers the features of ReWalk, the guarantees, services and information that will address any questions or objections people may have about the brand. Radio We broadcast The ReWalk on the 5FM, RSG,OFM radio stations since our target markets are rich South Africans and specifically whites because they are more likely to buy this brand because they more able to afford it. Those radio stations are mostly listened to whites and it will reach our target audience. We will present the brand in a simple language so that everyone could understand. We aim of filling the World with happiness as we would be making people dream come true by being able to walk again. 2. Digital Marketing 4 ReWalk Marketing Camapign
Social media Facebook: ReWalk South Africa Facebook page will be created as part of our marketing on social media because our target audience (mostly middle-aged white and black South Africans) are active on Facebook. This Facebook page will be used to engage with potential customers and update them with ReWalk activities and most importantly, to market ReWalk Personal System. This will be achieved through sharing information about ReWalk, its benefits and testimonials from people who already use the product. The page will also share photos and short videos about ReWalk Personal System as well as links to the ReWalk South Africa website. YouTube: Despite our target audience being less active on the social network, YouTube is important as we will be able to share videos about ReWalk and its benefits, instructions of how to use ReWalk Personal. We will not invest much on YouTube for this campaign. Twitter: Statistics shows that most of our target audience are active on the micro-blogging site, Twitter. Twitter handle for ReWalk South Africa (@ReWalkZA) will be created and photos and vines of happy ReWalkers will be shared. Hashtags will also be used for interactions, for example, during the upcoming International Disability Day, the #YouCanWalkAgain will be used and it will be promoted for publicity. In addition, we will share the benefits, features and functionality of the product on Twitter. 3. Sponsorship Sponsorship of marathons and fun walks ReWalk will associate itself with events such as marathons and fun walks in cities such as Durban, Johannesburg and Cape Town. These events might feature individuals suffering from injuries and may want to maintain their health. Current ReWalkers will participate in the events, demonstrating to the public that the product in beneficial. They will also interact with the media and public with regards to their testimonials regarding the product. These events will also be used to distribute ReWalk promotional material such as T-shirts, brochures, etc.. Sponsorship of Paralympics and quadriplegic sports ReWalk will also ally itself with quadriplegic sports and endorse the Paralympics. Most of our target audience are paralyzed people and they might be participating in the wheelchair sports. This will give ReWalk a chance to inform them that they can Walk Again with the ReWalk Personal System. The Paralympics will have a chance to trial the product and perhaps have desire to use it. ReWalk will also have an opportunity to display their banners and distribute promotional material. 4. Public Relations Media relations The ReWalk marketing team will work closely with the Public Relations department to develop and maintain media relations for publicity. Press releases will be released regularly; press conferences and media briefings will be hosted with the relevant media. In these press releases and conferences, ReWalk will disseminate information (benefits, reason for the product, product features and functionality) about the ReWalk Personal System. Media relations will also help gather public and media comment about the product. ReWalk will maintain liaison with relevant media, with relevant target audience of the ReWalk Personal System as these media might feature our product on their publication or broadcasting stations. Fundraising and donations The other way of gaining publicity is through donations and fundraising during the International Day of People Living with Disabilities and the Disability Week (South Africa). ReWalk will donate ReWalk Personal to individuals with disabilities and explain to the community about the product and its benefits. In addition, ReWalk will raise awareness about spinal cord injury, paraplegia, ALS and other spinal cord injury causes and the rehabilitation. ReWalk Marketing Camapign 5
4. MEDIA PLANNING AND BUYING Television Channel Cost Description & time Duration Why? e TV R108 000 x 5 Advertise twice daily during prime 50 LSM 7-10. days= R540 000 time (19h00-20h00) SABC 2 R240 000 X 5 Advertise once daily during the popular 50 LSM 6-8. days= R1 200 000 Afrikaner soapie, 7de Laan (between 18:30 and 19h00). M-Net R65 000 x 5 days= R325 000 Advertise once daily during Afrikaans daily drama, Binnelanders. 50 LSM 7-10. SABC 3 R71 000 X 5 days= R355 000 SS Blitz R165 000 x 3 days= R495 000 Radio Advertise once daily during the 7.30 news bulletin (between 19h30-20h00) Advertise 3 on Friday, Saturday and Sunday evenings during prime time. 50 LSM 7-10. 50 LSM 8-10. Station Cost Description & time Duration Why? Radio 2 000 R197 820 Advertise 5 times on Wednesdays during the afternoon drive show and on Thursday to 30 LSM 7-8. Saturday from 12h00-21h00. RSG R748 440 Advertise on Mondays and Wednesdays during the morning drive show. 30 LSM 7-9. SA FM R969 720 Two times daily from Tuesday to Saturday and the morning and afternoon. 30 LSM 7-8. Metro FM R410 530 Advertise 3 times daily from Mondays to Saturdays in the morning. Newspapers 30 LSM 6-8. Publication Cost Description & size Why? Beeld R60 680 1/4 page in colour for 4 weeks LSM 8-10. City Press R46 580 1/4 page in colour for 4 weeks LSM 7-8. Mail and Guardian R21 170 1/4 page in colour for 4 weeks LSM 8-10. Rapport R34 400 1/4 page in colour for 4 weeks LSM 7-8. The Star R68 760 1/4 page in colour for 4 weeks LSM 6-8. Volksblad R59 422 1/4 page in colour for 4 weeks LSM 7-8. Magazines Huisgenoot R23 590 Full A4 page in colour for a month You R22 870 Full A4 page in colour for a month Total Cost: R 2 795 000 Total Cost: R 2 326 510 Total Cost: R 291 012 LSM 7-8. LSM 7-8. Total Cost: R 46 460 6 ReWalk Marketing Camapign
Digital marketing Social media Twitter: R 1 000 000 per promoted trend or account per day for one day. Facebook: R100- R100 000 per promoted page. Total: R1 100 000 (Depends on user engagement with ReWalk on social media.) GRAND TOTAL: R 5 436 112 The remaining budget will be used for sponsorship, fundraising events, donations and other related public relations activities. Balance: R10 000 000- R5 436 112= R4 563 888 Advertising rates as of November 2014. 5. BRAND DEVELOPMENT ReWalk Personal System Slogan: Your ABC to uninterrupted walking. Marketing Campaign Theme: Turning adversity into privilege. Logo: Your ABC to uninterrupted walking Packaging ReWalk Personal System will be packaged in a hard brown cardboard with the ReWalk Personal System on it. The System inside the box will be wrapped with a plastic. ReWalk Marketing Camapign 7
Promotional items The culture of handing out promotional items to consumers has become synonymous with most organisations in the last couple of decades. This culture is perceived as an excellent way of building relationships with all different types of target audiences. ReWalk s approach in appealing to their clients is not different from most companies. As part of their promotional strategy, ReWalk provide branded USB memory sticks, branded water bottles, T-shirts and brochures to their users. They also give out free DVDs for beginner users to learn more about exoskeleton and its features. Back packs Water bottles T-shirts 8 ReWalk Marketing Camapign
Umbrella Caps Calender USBs Pens ReWalk Marketing Camapign 9
6. ADVERTISEMENTS AND COMMERCIALS 6.1 Billboard 6.2 Banners/ flag banners 10 ReWalk Marketing Camapign
6.3 Newspaper advertisement (1/2 spreadsheet) ReWalk Marketing Camapign 11
6.4 Magazine Advertisement (Full A4 page in colour) 12 ReWalk Marketing Camapign
6.5 Television commercials For the ReWalk Personal System Television commercial, click on the link below: 6.6 Radio advertisement NOT AVAILABLE 6.7 Tri-fold leaflet Outside Inside ReWalk Marketing Camapign 13
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