1. CLIENT’S SIDE
“Cas-Aids” manufactures and sells first aid strapping equipment, called
Cas-Straps, primarily on a B2B basis. The main clients are the Police
(restraining violent prisoners), Ambulance service, Fire Service, Coast
Guard, Mountain, Fell and Cliff Rescue Services. The problem the
company faced was declining demand on the product due to the lack of
repeat purchases. The current corporate objective of “Cas-Aids” is to
grow the business in terms of sales and profit margins. The company
has set their marketing objective as entering new markets.
WATERSPORTS
700 sailing clubs in the UK
Sailboat & yachting racing markets in the south
Alternative to triangular bandages
Durham University Sailing club (2 in the rank of 149)
GYM TRAINING
New gym members in 2013 => +8%
Holding equipment Weight lifting
Solo training In gym and sport hall
Martial Arts Group exercise
CYCLING
200,000 people involved (Olympics effect)
1.54 injuries per 1000 bikers
Must have for touring
Multifunctional product
Perfect for Mountain bikers
CUSTOMIZATION
RETAILING
WEB DESIGN
REBRANDING
OFFLINE MARKETING
SOCIAL MEDIA
SPONSORSHIP DIRECT MARKETING
PROMOTION PUBLIC RELATIONS
ADVERTISING PARTNERSHIP
RUGBY
109,200 participants
30,000 more participants (Olympic games effect)
4.5 injuries per 1,000 exposures in training
7 injuries per 1,000 athletic exposures in a game
Upper and lower limb injuries
Perspective on Cas-Aids finger straps
FOOTBALL
Sprained or twisted ankles, torn ligaments & cuts
NU Women’s Football Club to sponsor
Programmes at the NU club as an advertisement
43% of injuries occure in training sessions
To reach its potential Cas-Aids outsourced its
marketing advisory service to U-Turn Consultancy,
a student-based marketing consultancy firm from
Newcastle University. U-turn can help Cas-Aids
deliver measurable and sustainable improvement
in the performance of your business by focusing
on the areas of Marketing and Sales. The main
marketing communication objective of the project
is to increase brand awareness of Cas-Aids and
promote the company to new markets.
CONSULTANCY
RECOMMENDATIONS
client’s
brief
RECOMMENDATIONS
secondary
RESEARCH
PRIMARY
RESEARCH
COURSE OF ACTION
ONE STRAP - MANY USEs
MEDIA & COMMUNICATIONS
Multi-purpose,durableandre-usablestrap.
Compactandinstantlyadjustable.
Easytousewithminimaltrainingneeded.
HOCKEY
12th most participated sport in England
130% increase in viewings
0.3 injuries per match
25% ligaments, 18% strains, 11% fractures
Product endorsement on TV games to boost sales