Marketing and Promotion

Promotion Model

The company will employ a business to business sales strategy targeting end consumers in need of vitals monitoring devices as an alternative to the electrocardiographic devices available in the marketplace. Primarily targeting retirement homes, physiotherapy centers, and general car drivers, through social media, publications, and industry exhibitions.

Go-To-Market Strategy

To stray from the need to register the CaCiRa product as a medical device, the company will promote the product as a general health and wellness device. This product offering will be applied in places such as retirement homes, physiotherapy clinics, and potentially gyms to monitor stress levels, exercise performance, and general health of individuals. As the company generates momentum, the option to enlist the product as a medical device intended to mitigate and prevent diagnosed condition in hospitals will be explored.

Promotion Strategy

Industry Publications

Having published much research in the past, Dr. Ali Farahbakhsh will publish numerous research reports about the application of wavelength (millimeter) technology in the health and wellness application. This will establish credibility for the company and drive traffic to its website. The consumers will be able to identify their needs and wants through publications aimed at demonstrating the future applications of the products.

Exhibitions

CaCiRa will showcase its product at new technology exhibitions and medical exhibitions. By demonstrating the capabilities of the product, consumers will be able to verify the performance of the technology and may lead to purchase orders by said consumers attending the events. Potential supplier partnerships can be established at these events with the aim to reduce the cost of goods sold.

Social Media

CaCiRa will create and publish on social media product demonstrations. Social media websites such as YouTube, is a great avenue to reach the masses and identify the characteristics of the demographics interested in the product. Depending on the demographic characteristics of the interested parties collected, CaCiRa will promote products on website these consumers frequent.

Partnerships

Partnerships will be evaluated with established medical and wellness device providers in the industry to gain exposure to an established client base and minimize sales costs. These partnerships will be directed towards large companies in the industry with the intended purpose of licensing the technology developed.

Location Analysis

CaCiRa will start operations in Toronto, Ontario and then move towards Vancouver, British Columbia after year 5 of operations.

Ontario Highlights

Based on the Ontario Population Projection Update, (2019 – 2046) we were able to use this data to plan the future of CaCiRa. It helped us shape our marketing strategy, and operational strategy as we were better able to gauge how the Ontario population would change overtime.

Projections project Ontario's population to grow 31.5%, or almost 4.6 million, over the next 27 years, from an estimated 14.6 million on July 1 2019 to almost 19.2 million by July 1, 2046.
The population aged 65 and over will almost double, from 2.5 million people or 17.2% of the total population in 2019 to 4.5 million or 23.3% by 2046. The growth in the share and number of older people will accelerate in the period 2019–2031 when the baby boom generation turns 65. This is highly beneficial for CaCiRa as we plan to target hospitals and retirement homes which are generally housed by the older population.
The Greater Toronto Area ( GTA ) is projected to be the fastest growing region of the province, with a population growing by 2.6 million (+ 36.7%), from 7.0 million in 2019 to over 9.5 million by 2046. The GTA's share of the total provincial population will increase from 47.9% in 2019 to 49.8% in 2046. This is the area of Ontario that CaCiRa will focus on. Smaller deployments will happen elsewhere in Ontario however, Toronto because of its sheer size in comparison to other areas is the focus of initial operations.

Target Market

Trucking Industry in Canada

The trucking industry will be one of CaCiRa’s Target Markets. As you can see from the graphs and statistics, the trucking industry is a large and growing market. CaCiRa will use its technology to help drivers practice safe standards on the road. The technology will be installed into the drivers cab where it will monitor the driver’s health and awareness. If the driver reaches unsafe pre-determined levels, CaCiRa will instruct the driver to take a break and contact the companies headquarters to alert them of a potential risk.

The US Department of Transportation estimates that up to 28% of truck drivers could have sleep apnea. The National Highway Transportation Safety Administration (NHTSA) estimates that perhaps as many as 100,000 accidents annually can be traced to drivers who doze off behind the wheel of their vehicles. This is a statistic which can be used to mitigate risk of companies and the general public.