Product benefits
The price
Where other producers ask prices of 1.200,- to even 3.350,- euros, we can offer you the LG Lifesaver for just 1050,-! And for this price we can offer you;
- A free course on First Aid
- A 5 year guarantee
- Electrodes with a 5 year life span
- Batteries with a 5 years life span
- Free replacement of electrode and batteries after use!
The use
The LG Lifesaver is compact, easy to handle and weights only 1,7 kilo’s. The instructions are easy to follow because of an illuminated display with written text, supported by an audio speaker.
The qualtiy
The LG Lifesaver is the only defibrillator which meets the guidelines, on all fronts, of the Health and Safety Commission in Great Britain. It also meets all the ISO and CE requirements.
The competitors
CU Medical i-Pad
Price; 1.200,-.
Life span batteries; 18 months
Life span electrodes; 2 year
Weight; 2,2 kilo
Meeting guidelines/requirements; ISO, CE
First Aid course; No
Is characterized by;
- Audio speaker
- Display with text
General Electric Responder AED
Price; 1.850,-
Life span batteries; 4 year
Life span electrodes; 2 year
Weight; 3.1 kilo
Meeting guidelines/requirements; CE
First Aid course; No
Is characterized by;
detects VT, VF and SVT
When we compare our product with those of our competitors, we see the following;
- The LG Lifesaver is cheaper then any of the other products.
- We have the batteries and electrodes with the longest life span.
- The LG Lifesaver is the lightest in weight.
- We have the only AED which meets the guidelines, on all fronts, of the Health and Safety Commission in Great Britain.
- Not one of our competitors provides their consumers with free First Aid course.
Target group and marketing communication
Our target groups are families, event bureaus and smaller companies, like restaurants, clothing stores and sport centre.
We shall reach our target groups through TV-commercials, radio-commercials and advertisement in (business-)magazines.
Our goals for these marketing communications;
TV-commercial
We want people to emphasize with the person in the commercial and to let them know that this can happen to them or one of their loved one’s. Then, we want to let them know there is something they can do to prevent this from happening. That’s buying our product, just to make the world around them a little bit safer to life in.
Radio-commercial
We want people to get curious about our product. And if they have already heard of it, remember them of the fact that there is a product on the market which can keep this heartbeat going.
(Business-)magazines
We want to let people know about our terrific product and how they can use it to save lives. Because of our advertisement they will know a lot of people die of hart failure every year. And they are the ones who can prevent this by getting a LG Lifesaver in their store, sport centre or home. Also event bureaus should contact us and hire an LG Lifesaver, just to make their event more save for their customers.
The strategy
Our message to our customers is;
You can save lives with a simple and affordable machine! Buy the LG Lifesaver!
We will send them this message through TV, radio an (business-)magazines.
The marketing mix
We will explain our marketing mix by using AIDAS. AIDAS is an acronym used in marketing that describes a common list of events that are very often undergone when a person is selling a product or service.
Attention (Awareness):
We will attract the attention of the consumer by confronting them with the fact that in the Netherlands 48.000 people a year die due to a cardiac arrest.
Interest:
We will raise the interest of our consumers by telling them this is not necessary. They can avoid a dead by using the LG Lifesaver, an affordable machine which is very easy to use, even for someone with now experience at all.
Desire:
Our consumers will desire our product. Everyone wants to save the life of a loved one or even a stranger when possible.
Action:
We will let people know they can save a life now, when they purchase the LG Lifesaver.
Satisfaction:
We offer our buyers a free course on First Aid, a 5 year guarantee, electrodes and batteries with a 5 years life span and free replacement of electrodes and batteries after use.
The Communication campaign
In this part of our report we will explain the creative concept for our marketing communications. We will start with our creative concept for the TV-commercial, after that we will discuss the radio-commercial and last we explain the concept for our advertisement.
TV-commercials
In our first commercial we see a living room, where two guys are watching a soccer game. When their team score’s they jump up and cheer. This causes a hart attack with one of the guys. The other guys calls 911 and asks for help. The operator on the other end of the line asks him if they have a LG Lifesaver in reach. He answers he does not have one.
Then we see a shot with a doctor behind his desk and explains us why the AED is important to save a persons life. When he is finished talking we see the LG Lifesaver’s logo.
In our second commercial we see a room in a hospital, where a man is being shocked by a doctors in his uniform. He is really desperate trying to save his patients’ life. After a few moments we hear the sound the machine makes when he can not save him (the no-pulls sound). Then we see a shot with a doctor behind his desk and explains us why the AED is important to save a persons life. When he is finished talking we see the LG Lifesaver’s logo.
Radio-commercial
We hear a regular pulls, which suddenly goes flat. Then we hear the voice over say; LG Lifesaver. After this we hear the sound of the LG Lifesaver shocking a person. Then we hear a regular pulls again.
Print advertisement
A page-sized advertisement with in it the name of the product, a picture of the LG Lifesaver and a brief explanation about what it can do for you.
The media schedule
Due to the nature of our product, we are not restricted to any particular time to air our commercials. We think that this product is something that people can just as easily purchase during the summer as during the winter, so we did not take the seasons in account while deciding when to air our commercials. We however did take in account that our product can be quite a big investment for certain families or smaller companies, and that is why we want to run our advertising campaign over a longer time so people have more time to decide whether or not to buy the product.
We plan to run this campaign for half a year before doing surveys to review it. At that point we want to know how our customers heard of our product (through television, radio, advertisement, or other) and we plan to revise our media schedule to reflect our findings.
TV- commercial
We chose to air our television commercial on a select number of television channels because these channels fit our intended target audience the best. We also chose a particular time to broadcast them; this is the time our target audience tends to watch the most television.
We choose the time slots on Ned. 1, Ned. 2, and Ned. 3; at those times the news is on and most of our target audience watches the news at this time. Similarly, we choose the time slot on SBS 6 because it is directly after a medical show, and our product fits that theme. Final, we choose the timeslot on RTL 4. At these time’s the Oprah show is on and we think that many of the females in our target group watch this show as well.
We made two TV-commercials. These commercials will be broadcasted randomly.
Radio-commercial
Our radio commercial is mainly used for name recognition, we plan to start airing it two weeks after we start airing our television commercial. We believe that by this time, most of our target audience will have seen our commercial at least once. We hope that by airing our commercial on the radio we can really drive home the message and make it easy to remember.
Much as with television, we again choose a selected group of channels to air our radio commercial on and we will also air our commercial in a certain time frame. We aim to air our commercials during the time that traffic on the roads is high. A large part of our target group drives to work and will be on the road during these hours.
Advertisement
With our advertisement, we mainly want to put it in a certain group of magazines. Because we feel that our product is also very useful for smaller businesses, like sports centre, we want to target these kinds of magazines. The frequency of our advertisement depends a lot on the magazine in question. We found out that these magazines are largely printed either on a monthly base or on a two-monthly base. We don’t want to put our advertisement in too often because we think this may lead to people simply not reading our advertisement anymore. Therefore we plan to print our advertisement in every other edition of a magazine.
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