KRYOTRANS
Business development

Kryotrans has developed a unique and patented system for the transit of temperature sensitive medical products.

IKON is the insourced marketing department for Kryotrans. Its task is one of business development for a new, pioneering product for which a new market has to be created.

After reviewing the business plan, IKON developed a marketing strategy focusing on branding, business development, financing and product promotion. IKON has identified the key customer segments and implemented an extensive programme of activity to educate pharmaceutical and biotechnology companies, logistics and freight forwarding businesses, and government and military organisations about the Kryotrans system and to create interest in purchasing the product in a highly regulated environment. Over the past year a brand positioning has been developed. We have also set up a comprehensive website, alliances with global partners, strong relationships with industry and trade bodies, a quarterly newsletter, a sophisticated customer database with e-mail shot system, regular presentations at conferences, and a targeted trade advertising programme. A highly proactive media relations programme has gained coverage across all the trade media covering the packaging and logistics sectors. Significant results have been achieved with the Kryotrans system, which has attracted considerable interest from major companies around the world. The system has won a major global packaging award from the world’s leading pharmaceutical packaging publication and was recently awarded a 2 million euro development grant from the EU. One of our suggestions for a corporate prop on display stands – a giant plastic cast of a pair of testicles with the strapline “We may not have been the first to invent temperature regulation, but we have more applications for business” - has yet to be taken up.