WEEK 9 ASSIGNMENT - PART C: DEVELOPING THE MARKETING MIX (MKT500 Marketing Management)

MKT500

Pundit Child Care Center (Part B)

Nicholas Henry

MKT500 Marketing Management

Strayer University

Lisa Amans

11 November 2022

Developing Marketing Strategies

Introduction

There are a series of comments from part A of the assignment, and it is from these comments that corrections would be made and make part B professional by all standards. I have learned areas of errors from the words and the knowledge I will use to avoid similar mistakes.

Pundit Child Care Center is a therapy organization established in 2010. The organization is based in Seattle city, Washington State. The location was selected because it is a region with a considerable number of children (0-18years) suffering from mental disorders that compromise their behavior, cognitive and emotional skills. It is also the state where the founder is located, making it easy to manage and run an organization from a close distance. The organization offers services to therapeutic children. The main conditions targeted include anxiety disorders, attention-deficit/hyperactivity disorder (ADHD), eating disorders, depression, other mood disorders, and post-traumatic stress disorder (PTSD).

From the discreet yet essential services the Pundit Child Care Center offers to the community, it must attain the very best position in the market to sustain quality brand awareness. All the same, specific things should be done to have the proper brand awareness. This section shall review the commendable things to be done regarding branding strategy, primary and secondary target markets, positioning statements, and consumer behavior.

Branding Strategy

Branding makes a company different from others because of the unique features that can only be associated with that specific company (Nadube & Didia, 2018). Pundit Child Care Center also has a specific branding strategy strategically designed to help in making sure that there is a quality connection between consumers and the organization especially through a mission statement, logo, slogan, or consistent quality services. With the help of the branding strategy, consumers can quickly identify the organization amid a competitive market.

Brand Name: Pundit Child Care Center

The organization uses the Pundit Child Care Center as the brand name. Indians heavily use the word Guru to mean an expert in a specific area. The organization specializes in children suffering from mental disorders like anxiety disorders, attention-deficit/hyperactivity disorder (ADHD), eating disorders, depression, other mood disorders, and post-traumatic stress disorder (PTSD). The word "Pundit" means that the organization is an expert in children's therapies to address mental-related issues professionally.

Logo

The logo above features two children, a girl, and a boy, with their arms open, and they seem to embrace a yellowish circle that can only be seen partially. The arms of the two children cannot be seen entirely since they get covered by the unseen part of the yellowish circle. The image shows how the organization is committed to empowering all children to embrace the world happily and contentedly. This is through solving some most challenging conditions that hinder children's abilities. The fact that the children in the image appear jumping and running indicates they are happy and moving with speed to explore the world and benefit from it in the best way possible. The world featured by the yellowing circle is significant to the point that it cannot be seen entirely.

Slogan

Pundit Child Care Center focuses on ensuring that children facing mental issues are offered the best intervention possible. The extraordinary commitment has compelled the company to communicate its intention and purpose in its short, precise, and effective slogan. Using a few words, the organization expresses its desire to have all children with mental conditions rescued before they can escalate to an irreversible state. It is for this reason that the organization uses the following slogan.

“Your Child’s mental wellness is our greatest concern; early intervention helps."

Brand Extension

A well-baby section is the brand extension for the Pundit Child Care Center. This unit serves all children with all conditions they may get diagnosed. It is an extension that complements the Pundit Child Care Center in that some mental conditions children suffer are detected by medical professionals in the course of offering other medical conditions. Having higher contact with children when dealing with general conditions makes it possible for the facility to connect more with society, and parents have a reason for seeking mental services at the center. The extension of the fact that it offers services in high demand helps generate revenues and make the mission achievable.

Primary and Secondary Target Markets

Pundit Child Care Center is a center that offers services to children between zeros to eighteen years of age. The facility is located in Seattle, Washington State, a region with a high child rate. The facility has divided it into primary and secondary targets from this target population. The primary target is children between the ages of 8 and 18 years, while the secondary target is children from 0 to 7 years. Children between 8 and 18 years are the primary target because they are children who are in the stage where they can differentiate between good and evil. They are also at the age when life becomes complex as parents and society start expecting something from them. They are easily affected by family-related, academic, and peer-related stress.

As they approach puberty, the body changes bring along emotional challenges that sometimes affect them psychologically, which requires handling. In reality, the number of children between 8 years and 18 years that get mental disorders or others had them earlier. Still, it was not detected only when other stressors affect the child can be said to triple the number of children between 0 and 7 years. Moreover, children's personality has adequately formed from the age of eight, making it easy for parents to detect when something is wrong. Notably, the facility does not restrict service delivery to children within the establishment's location. Many other children from far-located cities and towns travel to seek medical attention; the only limitation is age.

Positioning Statement

Every consumer desires to deal with an organization or company that is well known, and many people speak well about it. Businesses have to make sure that they are strategically positioned in the market to become consumers' preferred option when a need arises that the company can sort (Hong, 2019). In this realization, Pundit Child Care Center Start has put in place different measures to place itself in the best position possible in the market. The overall intention is to create a good image in the consumer's mind such that when children's mental services are needed, the consumer would consider seeking services from the organization first before remembering any other competing organization.

Pundit Child Care Center has started by creating a unique selling proposition (USP), which is; accurate and convenient services. The organization assures consumers that diagnosis and treatment only occur after the child has been taken through thorough examinations and tests to determine the specific condition the child is suffering from (Nadube & Didia, 2018). By seeking services at Pundit Child Care Center, a parent is assured that the child will be handled by professionals, taken through ethical tests and examinations, proper documentation done, and the child taken through the intervention process.

The organization has several competitors: organizations and medical facilities offering similar facilities to the same target population. They are; the well-mind hospital, Seattle children's medical center, Bliss wood psychology center, and the Nanak mental hospital. Some of these competitors have been noted to use different USPs, for instance, low pricing, quality marketing, and product characteristics.

High quality

Bliss Wood

The well-mind

Pundit Child Care

High prices Low prices

Nanak mental hospital

Seattle Children Medical

Low quality

Figure 1: Perceptual map representing Pundit Child Care Center with competitors’ Well-Mind Hospital, Seattle Children Medical Center, Bliss Wood Psychology Center, and the Nanak Mental Hospital

Pundit Child Care Center's mission is to offer all children with mental disorders a chance to overcome the challenge and live a quality life.

Consumer Behavior of Target Market

Parents searching for their children's mental health do not appreciate guesswork. They like dealing with professionals who can handle any situation presented to them. They are out for solutions to problems facing them, and they also appreciate being supported. This means they prefer dealing with an organization that responds to their calls in a timely and effective manner and also shares accurate information so that they can understand the situation as it is.

With this in mind, the selected brand name, logo, slogan, brand extension, and positioning statement perfectly suit the identified target market. For instance, the brand name communicates that the center is a specialist, and the logo shows how children would be empowered after receiving services (Hoyer, MacInnis, & Pieters, 2016). The slogan communicates the organization's commitment level, which is paramount for parents and children, and the extension shows the passion the organization has for children overall.

Conclusion

Pundit Child Care Center is committed to offering quality and accurate services to children with mental conditions. The organization is strategically positioned through the help of its unique and reliable brand name, logo, slogan, and brand extension. It is a fact that the organization has several potential competitors. However, through the help is UPS, the organization has been able to differentiate itself from competitors, and the better thing is that quality research has helped in understanding target market consumer behavior. Hence the strategic positioning has been aligned with consumer behavior, needs, and wants.

References

Hong, S. S. (2019). A Case Study of USP (Unique Selling Proposition) Strategy on the Storytelling Marketing. In  Proceedings of the Korea Contents Association Conference (pp. 465–466). The Korea Contents Association.

Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2016).  Consumer behavior. Cengage learning.

Nadube, P. M., & Didia, J. U. D. (2018). Market targeting and strategic positioning.  International Journal of Marketing Research and Management,  8(1), 32-45.

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