ADVERTISING BRIEF

Introduction of Business
BSN medical was established in April 2001 as a 50:50 joint venture between Beiersdorf AG, Hamburg, and Smith & Nephew plc, London due to complementary geographic and channel strengths in the areas of wound care, fracture management, physiotherapy and compression therapy.

BSN medical was acquired in 2006 by Montagu Private Equity, a leading private equity investor in the European mid-market, with a large pool of available funds, with values ranging from € 100 million to € 1+ billion. Since then, BSN was developed as a fully independent global player in the health care market. Under Montagu’s ownership BSN medical successfully completed four acquisitions, further developed the global independency and continued the portfolio upgrade through highly innovative product launches (e.g. Advanced Wound Care).

In 2012 the company was acquired by EQT VI. EQT is the leading private equity group in Northern Europe with close to € 18 billion in raised capital and multiple investment strategies. Together with a superior network of independent industrial Advisors, EQT implements its investment strategy by acquiring or financing medium-sized to large companies in Northern and Eastern Europe, Asia and the US, supporting their development into leading companies.
Mission
("Why we exist as a business”)
To grow the value of our global businesses, by developing cost - effective medical products and therapy solutions that meet the needs of customers and improve patient health.
Vision
(“What we would like to be as a business and what we strive for”)
Global leader in our chosen medical device markets and offering valued branded products and therapy solutions to customer and patient.
Values
(“How we work together to achieve our goals”) * Believing in our People * Succeeding through Teamwork * Listening to our Customers * Constantly striving for higher Performance

Advertising & Sales Information
BSN medical is looking forward to increase its market share of Acute wound care product a first aid dressing brand “Coverplast ® Elastic”. At present brand is getting 4.2% of global market share. It is increasing only with .35% per year. Despite that company has physical appearance in world’s thick population regions Asia, Europe and South America. In Australia the brand is getting 9% share of the total first aid dressing market. To increase in the market share BSN medical is launching a global advertising campaign. Below is the comparison between current sales growth and the targeted growth after the upcoming advertisement launch in Australia. * 1- 3.5 % growth in the Australian market share of the Brand.
Budget & Time Frame
Budget allocated for this marketing segment is $ 500,000. It will continue for one year in different regions of the Australia.

ADVERTISING STRATEGY

Advertising leveraging opportunities and objectives
News Paper advertisement and Flyers distribution at retail stores and pharmacies will be use for advertisement.
Like any successful campaign this campaign is to build brand loyalty, to move the product more ‘upmarket’, support the activities of the distribution channel, brand image, to remind and reassure customer, to boost public standing and to support the sales force.

This campaign has three key objectives a) To inform i.e. tell the customers about the product b) To persuade i.e. encourage customers to switch c) To remind i.e. remind buyers where to find the product
Target Audience
Target audience for this brand is divided in to three groups a. Trade persons, sportsmen & households. b. Companies who prepare and sale first aid kits. c. Hospitals and Hospital Supply Chains.

CREATIVE BRIEF
Description of Advertising Content
There can be need of a first aid bandage at work, at home, in the playing field and in hospitals. A wound either minor or major needs same level of care and protection. Coverplast ® Elastic has latex free material, is flexible and conformable. Has skin friendly adhesion with breathable texture which reduces the risk of skin maceration and provide sufficient cushion with low-adherent, absorbent wound pad. It has skin colour texture which provides confidence to user due to its better cosmetic effect. Has affordable price.
Slogan
Good thing we’ve got some Coverplast ® Elastic in the house!

Advertisement Image

Good thing we’ve got some Coverplast ® Elastic in the house!
Your first choice the best first aid bandage
For small cuts and wounds in play ground, at work or in the kitchen
Excellent selection for your first aid kit
Coverplast® Elastic

Advantages * Highly flexible, elastic and conformable * Reliable, skin-friendly adhesion * Breathable, reduces the risk of maceration * Low-adherent, absorbent wound pad * Product and packaging are 100% latex-free

Main use * Especially suitable for fingers, joints and movable body parts * For protection in case of a known latex allergy or prevention of sensitization

Ask your near Retail or Pharmacy shop today