Marketing Plan Part D Powerpoint

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PART B: MARKETING PLAN 7

Part B: Sarah’s Behavioral Center

Diane Joyner

MKT500 Marketing Management Strayer University

Dr. Lisa Amans

June 7, 2021

Introduction

After reviewing the feedback from part, A, I will make necessary improvisions to create a stronger marketing plan. The feedback stated that here is minimal data that explains the chosen hypothetical business because much emphasis was given to general description of the business. Additional details will be noted to display the type of services that will be provided. Also add the physical location and clearly state the mission statement. Furthermore, create a stronger SWOT analysis for Sarah’s Behavioral Center exemplifying its strengths, weaknesses, opportunities, and threats.

The feedback on the description of the business information will help in ensuring that the plan has adequate description of the business for the audience to have a clear understanding. The description of the product based on its name, attributes and its competitiveness in the market will be expanded for clear understanding. The response on physical location of the business will ensure that the final plan have the location of where the business is located which will help at analyzing the surrounding competitors. The introduction part of the plan will be upgraded by providing background information and outline of the plan for easier understanding a s a response to the provided feedback. The SWOT analysis section will be reviewed and described well explaining all the internal business environment with focus on strength and weakness of the company as well as external business environment affecting the organization by describing the opportunities and threats. Proper SWOT analysis provide the best framework for the formulation of business strategies that are specific to the current needs of the business organization which ensure that the business organization remains competitive in the market. The last improvement on the report based on the feedback will be the reorganization of the work so that there is proper flow of information following the outline for easier understanding.

Branding strategy for the company

Branding strategy will provide the business with long-term goals that will results in having a successful brand with the aim of achieving the specific objective of business organization. The brand name of the organization should have a stronger consumer identification where it is driven by the services being offered by the business organization.

Brand name

The brand name of the business is premier counselling services. The brand name is chosen with the view of attracting customers due to its simplicity and selection of the term. The term premier is chosen to have a psychological effect in the mind of customers that the services being Offred by the business organization are of high quality which attracts more customers who need counselling services to select the company over its competitors who are offering similar services in the market. Therefore, the choice of premier counselling services is based on the quality of services as a better way of penetrating the new market while building the brand of the company’s counselling services. Selecting the brand name based on the quality and attributes of services Offred is the best way of convincing customers to trust on the services being Offred as a benchmark of rating the company’s performance in the market. The company should ensure that services being offered are of high quality as a way of promoting the brand of the company through providing services that align with the brand name of the company.

Business Logo

The business Logo is permanent behavioral change. The logo is selected with the aim of assuring the clients that when they select cognitive therapy services from the company then their behavioral challenges will be resolved permanently. All clients will be motivated to have permanent solution to the challenges facing them and therefore, the selection of the business logo will act like an advertising tool on its own which assures permanent solution to the challenges facing the target clients.

Business slogan

The slogan for the business organization is save money for premier services. The slogan combines two important factors which is high quality services being Offred by the business organization and an affordable rate of charges Offred. Consumers in the market are concerned about the price and quality which is main reasoning behind the selection of business slogan that combine an affordable price with high quality services because customers are willing to pay less for higher quality. With the slogan the business can penetrate the new markets where customers customer loyalty will be Haigh when the implementation of services is according to the business slogan which is the best way of expanding the market share for the company.

Brand extension

Brand extension for the company will be geographic extension and line extension. Geographic extension is where the business organization will open branches in different geographical areas with aim of expanding its market share by taking services close to the target customers. On line extension the business organization will have multiple service lines Offred to clients which ranges from cognitive therapy, medical treatment, and fitness exercise to make the body healthy and strong. Expansion of the product/service line is an important strategic decision which ensure that the company target multiple market segments

Primary and Secondary Target Markets

The business organization is targeting the population that is prone to behavioral challenges which are adults and children. Most children suffer from psychological problems as well as adults in their old age which require special care and counselling to ensure that they start behaving in the normal way because when the situation is not controlled it may lead to permanent behavioral change that will be hard to reverse. Therefore, the target market segment will be divided into two different segments of the elderly people and the children because the causal factors and treatment requirement are different so that services are designed specifically for each segment for maximum efficiency.

Market segment for the elderly people will comprise of people of both male and female gender and be above 65 years because there are vulnerable and such age of people require maximum care (Tseng et al., 2019). In terms of ethnicity and race the company is a universal company that does not discriminate based on ethnicity and race hence the segment for the elderly people cut across ethnicity and racial. By targeting the market segment which constitute a vulnerable group of individuals the company can expend the market share by targeting more customers as way of expanding its customer base. Psychographic factors in the elderly, market segments will be based on those elderly people who are having mental disorder, or they are suffering from depression which have affected their normal thinking and behavior. The most common feature that will be observed is existence of memory loss which will indicate that the person is having psychological disorder that require the services of the company. In terms of professionalism the company will target elderly people from different professional fields and experience because there are wide counselling services that consider the needs for each professional.

The segment of the children will constitute to children ranging from the age of three years to fifteen years. The focus in this market segment is for the company to offer counselling services with the aim of ensuring proper brain development which determines the future behavior and interaction of the child (Gilmore, Knickmeyer, & Gao,2018). Targeted market segment for the child covers both male and female gender from different families irrespective of their educational level as well as income level because the company offers high quality services at an affordable price that can be afforded by people from different social class which as a marketing strategy to expand the market share for the company. The targeted children in this market segments are those children with brain developmental issues as well as those exhibiting wearied behaviors that need control measures.

Market segmentation strategy used by the company is a better way of maximizing the revenue for the company by targeting more than one market segment and target both segments with specific services and charges based on the needs and preferences of each market segments (Cortez, Clarke, A.& Freytag, 2021). The market segment for the elderly will contain multiple counselling services which include cognitive therapy, medication and physical exercise and will be priced higher as compared to the market segment for the children.

The secondary market for the company’s services

The long-term objective of the business organization is to maximize its profit through increasing its sales which is targeted through expansion of the market share. The secondary market for the company will be patients suffering from chronic psychological disorder and they need specialized treatment and cognitive therapy irrespective of their age, education level and geographical location. The opportunity for the secondary market ensures that the company targets more customers who does not belong to the primary market of children and elderly people which ensure that with specialized attention and treatment the entire population is served by the organization as one way of penetrating the market and expanding its market share.

Positioning Statement

Positioning statement for the company

Positioning map

High price	One medical	Petersburg Mental Health Services
Low price	Dominion Youth services	Sarah’s Behavioral Centre
Low quality	High quality

Figure 1: positioning map

Positioning statement

Sarah’s Behavioral Center business organization is ranked high as the market leader in the market positioning where it offers high quality products and a cheaper price as compared to what the competitors are offering in the same market.

Market positioning for the Sarah’s Behavioral Centre enables it to target more customers because with a low pricing strategy as compared to what the competitors are offering in the same market increases the demand for the services of the company which increases the market share hence the revenue collected by the company is also increased. Therefore, the branding and positioning of the company in the market enables it to be the market leader with the highest market share and is the one that initiate major changes in the market performance.

Consumer Behavior of Target Market

The consumer behavior of the target market segment is to make the rational choice based on the availability of information on the quality and prices of the services provided. Consumers are willing to request for services from the company if it is offering services of high quality that will result in permanent healing and change of behavior at a lower price. Therefore, consumers require to use minimum prices to get services with higher utility satisfaction. Dissonance reducing buying behavior of the consumer is characteristics of the selected market segment for the targeted population because customers need to make better choices so that they do not regret after getting services from the company. Habitual buying behavior of the customers in the market is considered by the company because when customers get better counselling services from the company, they develop loyalty and will continuously seek services from the same company which makes it important to consider the needs and preferences of the customers. Variety seeking behavior of those customer seeking counselling services is a concern that is agreed by the company to ensure that it has different service line of company’s selling for the customer to select based on the need and urgency.

The brand name of the company which is premier counselling services assure customers that the services being offered are of high quality which is a factor that customers in the targeted market segments require. The Logo permanent behavioral change help in reducing the dissonance behavior among customers in the targeted market segment because after counselling services their psychological disorder is completely rectified which is one of the factors the customer decides to a choose a specific company from its multiple competitors. The slogan save money for premier services controls the buying behavior of customers by convincing them to make the decision of getting the required counselling services from the Sarah’s Behavioral Centre. Customers are motivated to make the decisions that will result in getting high quality services at a cheaper price which is the case of the slogan of the company. The brand positioning of the company also has an influence on the consumer buying behavior because customers make a choice of selecting a specific company for the required services based on the capacity and positional ranking of the company. It is believed that companies which are highly ranked offer better quality services because of the capacity in terms of resources and assets unlike companies which are ranked low. The positional ranking for Sarah’s Behavioral Centre where it is classified as a market leader offering high quality products at a cheaper price relative to the price of the competitors in the same market influences the decision of customers seeking counselling services.

Conclusion

The branding strategy for the company is affected because it addresses the needs and preferences of the customers which improvise customer loyalty resulting in habitual buying behavior of the consumers which ensure that the company maintains customer loyalty. The slogan of the company combines two important factors which is high quality services being Offred by the business organization and an affordable rate of charges Offred. Consumers in the market are concerned about the price and quality which is main reasoning behind the selection of business slogan that combine an affordable price. The brand name is chosen with the view of attracting customers due to its simplicity and selection of the term. The term premier is chosen to have a psychological effect in the mind of customers that the services being Offred by the business organization are of high quality which attracts more customers who need counselling services to select the company over its competitors who are offering similar services in the market. Logo for the company is permanent behavioral change. The logo is selected with the aim of assuring the clients that when they select cognitive therapy services from the company then their behavioral challenges will be resolved permanently. All clients will be motivated to have permanent solution to the challenges facing them.

References

Cortez, R. M., Clarke, A. H., & Freytag, P. V. (2021). B2B market segmentation: A systematic review and research agenda. Journal of Business Research, 126, 415-428.

Gilmore, J. H., Knickmeyer, R. C., & Gao, W. (2018). Imaging structural and functional brain development in early childhood. Nature Reviews Neuroscience, 19(3), 123.

Tseng, T. J., Wu, Y. S., Tang, J. H., Chiu, Y. H., Lee, Y. T., Fan, I. C., & Chan, T. C. (2019). Association between health behaviors and mood disorders among the elderly: a community-based cohort study. BMC geriatrics, 19(1), 1-14.