MKT500 Marketing Management

1

Part B: ABC Marketing Plan (Legit Medical Courier Services)

Your Name

MKT500 Marketing Management

Strayer University

Dr. Lisa Amans

Date submitted

PART B: MARKETING PLAN 2

Introduction

The amount of information on the marketing topic is intensive and extensive making it

easier for the reader to follow the chain of the thought and at the same time gain knowledge. The

paper was a positive description of a company establishment on the market with insights on the

essential practices for any government. However, the paper was short and could have added some

more information to grasp the various sub topics to improve on the addressing of information. The

feedback will help in pushing the strategy to write straight to the point to help with understanding

and cutting back on loss of words.

Legit Medical Courier Services is a new company with a new approach towards the courier

services whereby it specializes in transportation of medical utilities. The company is built on the

unique strategy of trying to change the course of courier services on the market through

specialization in transportation of medical services that require specialized transportation and

proper information security.

The company positioning itself to the medical front to help consumers with the intention of

helping both the patients and the health institutions is a major advantage. The paper is going to

incorporate branding strategy that helps in the presentation of the company to the market, target

markets help in showing the direct or indirect market positions for the company, positioning

statement to help with showing the target market the positioning of the company and consumer

behavior will focus on learning the market and trying to use the information for the benefit of the

company.

Branding Strategy

The branding strategy for the company includes the brand name, a logo, slogan and brand

extension. The concept is vital for the market because it helps in trying to create a market

PART B: MARKETING PLAN 3

perception of the company to their consumers. The brand strategy helps the organization in trying

to break the customers opinion of the company and instead imprint one from the company to help

create a positive feature that is beneficial for the consumers on the market.

Brand Name

The company’s brand name “Legit Medical Courier Services” is a unique name and it

appeals quickly to the consumers that there is more to the company than just courier services. The

company is utilizing the name because is speaks loudly the company’s intentions and strategies to

the consumers. The name is speaking authenticity of the brands courier intentions and services and

thus it was the best strategy to make sure that the company is in the right strategies to make sure

that it is productive.

Logo

The logo is meant to show that medical services are on route and are being pushed to get to

their destination within a short duration. The logo mainly implies that the company is working in

the transport sector but it is focusing on trying to establish a medical pattern which is important for

the organization. The logo’s main intention is to try to display the organizations strategy to the

wide market that will help make sure that they are connecting with their audience which is valuable

for them on the market.

PART B: MARKETING PLAN 4

Figure 1. The image represents Legit Medical Courier Services logo and how it is portraying its

organizations functions.

Slogan

The slogan of the company is to try and make sure that there is an easy understanding of

the company, its products and how it communicates and positions itself on the market. It is

important to understand that there are interactions on the market will help make sure that they

increase their communication and interactions that will help in pushing the agendas of the

organization. The slogan of the organization is “quality and confidential transport” which

establishes the unique venture of the company compared to the general available courier services.

Brand Extension

PART B: MARKETING PLAN 5

Brand extension mainly focuses on the organizations opting to expand its product line to a

wider audience especially depending on its successful product. According to Nelson (2019), brand

extension is essential for a company that is still seeking for growth and expansion which is vital for

making sure that they do achieve their goals and strategies. The organization opts to expand its

brand through making sure that the customer relates their new product to their older models that

helps make sure that there is a strategy which is productive and efficient to them. Keller explained

that organizations utilize the concept of the brand extension because it seeks to establish a proper

plan that will help them boost their interactions that is beneficial to the way that they advertise their

interactions (2017). It is important to have a proper plan that will see the organization remain

functional and interactive on the market which is vital to the way that they expand their

interactions. Legit Medical Courier Services is specifically developing and establishing itself under

the medical transportation services but with the development and success of the business it is

seeking to venture into medical sales. The expansion of the company is vital for the company

because it increases the way that it connects with consumers while making sure that they do

increase their product line for their functions.

Primary and Secondary Target Markets

Primary target markets

Legit Medical Courier Services primary target is the health institutions and the patients

which mainly makes up the health environment. The health institutions are the main links because

they have to convey messages and get products such as test kits, results and medicine to the

patients across the country. The medical services in the country are a major advantage and the

main market target for the company because it helps establish a proper connection and ready

market for the company. The company has the right terms set with the health institutions for the

PART B: MARKETING PLAN 6

company because it will provide them with work and maybe formation of partnerships to help with

consistency. It is also evident that the primary market comprises of the patients that are mainly

acquittances of the health institutions that then provide work and need for the medical services and

thus the company functions as a liaison for the two entities.

Secondary target markets

The secondary target market for the company comprises of the laboratories, private

franchises and also private people interested in getting their medical packages across the country.

The laboratories might be functioning as private entities away from the health institutions and thus

deal with patients on a private and personal basis and thus are an additional target for the company

which expands the way that they have to interact. It is important to understand that the laboratories

pose a job entry for the company which is important for them to interact on a wider market.

The private institutions such as organizations that tend to conduct medical background

checks for their employees are also a target for their consumers which is vital to the way that they

do interact. It is important to understand that the company is need of quick and secure company for

the transportation of their products which is vital for their interactions which is vital for the way

that they do interact.

There are people who seek for medical services and are not in immediate emergencies to

get ambulances thus the company might step in to help provide them with their requirements. The

company’s expansion can help get medicine to such patients to get them to health institutions of

their interest which is vital to the way that they do connect to the market. The organization is

mainly seeking to engage with adults who have their consent for medical procedures which is

usually between 18 and 21 years. It is evident that Legit Medical Courier Services is mainly

PART B: MARKETING PLAN 7

focusing on dealing with a wider audience with no restrictions to gender and lifestyle which is an

advantage because it widens the reach for the courier company.

Positioning Statement

The organization’s positioning statement comprises of the company’s brief description of

the services of delivering medical products and services between patients, health institutions,

organizations, laboratories among others. The organization mainly establishes a routine for their

interactions that help in serving the need for getting the medical services to the various entities

with ease while reducing the need for people moving to the health institutions to get results or

deliver their requirements or through risky and less specialized courier services. The organization

is also emphasizing on the organizations stance on only specializing on moving medical services

and making sure that there is privacy and information protection which is vital for their clientele in

the field of medicine.

The USP that Legit Medical Courier Services entitles is mainly the fact that it provides

urgent delivery services with top notch care and proper guarantee on security and privacy. The

company is offering the concept which is unique unlike for the general courier services that deal in

general movement of products and services across the country without proper detailing and proper

attention to their services. The main competitors include only US Couriers in the direct medical

field while there are other competitors in the field that include the DHL, FedEx and United States

Postal Services (USPS) among others.

PART B: MARKETING PLAN 8

Figure 1. Perceptual map representing Legit Medical Courier Services in relation to

Competitors USPS, DHL, US Couriers and other courier brands.

Legit Medical Courier Services as a company is mainly specialized on customers that

include medical institutions, private and public organizations, general public and laboratories and

the company is good at urgent medical services and proper security and privacy of the products

and services in comparison to the existing courier services.

PART B: MARKETING PLAN 9

Consumer Behavior of Target Market

The four main segments influencing the company include demographics, behavioral,

geographic and psychographic. Demographics in the company mainly involves the income,

location, family situation among others. Legit Medical Courier Services (LMCS) works with

customers organization clients within the same locality because of the sensitivity in transporting

medical information of the consumers and guaranteeing proper quality and services to the clients.

The income and family situation influence the performance and positioning of the organization

because it is a for-profit business thus it targets the families that have proper financial security to

request for such services and become return clients.

Psychographic market segment in this case comprises of values and priorities because the

preferential in getting medicine and other relative elements to the desired destination is

determinant with duration and the condition of transportation which is a major influence to

choosing and selling the company’s main agenda. Values are essential because most people

consider the services are those with open minds and a certain evolution with acceptance of the

existence of the services that the company is offering (Park, Jaworski & Maclnnis, 2016).

Behavioral segmentation that mainly influences the brands positioning includes the

purchasing habits whereby most consumers are slowly transforming and accepting the services of

medical couriers. The market is slowly opening up to the services which is better compared to the

previous decide implying that the market is warming up to such medical services which are vital

for interactions.

Geographic segmentation influencing the company is mainly simple ranging from the local

community, to the state, and across the country. The company is working on an international

PART B: MARKETING PLAN 10

courier services to help connect the globe to medical institutions and their services and make sure

that there are efficient services.

Legit Medical Courier Services choice for brand name, logo and slogan are all measures to

help the organization get a clear message to their customers. The company is making the right

strategies that are efficient to the way that they do present themselves on the market in the

corporations in terms of medical management which is a major advantage for the organizations. It

is important to acknowledge that the positioning statement for the company is legit and addresses

the market in a way that is helping them make a stand that will help improve the way that they do

connect (Keller, 2020). Legit Medical Courier Services is working to make sure that they do

capture their customers and try to push them to understand that there is safe transportation of their

medical needs and requirements without them having to leave their homes. The main concern for

most of the customers is safety and security of their information and the company guarantees

confidentiality of the patients and this is a major advantage in comparison to the available courier

services dealing in general delivery services. Dickson & Ginter explained that it is important to

understand that the organization choice for brand extension is vital in trying to make sure that the

company is covering all the needs of the company and making sure that they do achieve their goals

and strategies (2018). The organization is working to expand on the international market to make

sure that their presence is evident and they do hold the market and become pacesetters in the

industry which is vital for their productivity.

Conclusion

Legit Medical Courier Services is a starting company with a positive strategy in soaring the

market such as proper brand strategy, brand extension, positioning statement and consumer

behavior that are essential for the growth of the company. The company has the main agenda that

PART B: MARKETING PLAN 11

is beneficial to the way that they do position themselves on the market. The company’s slogan

helps in proving to the clients that their packages are in safe hands, will be delivered on time and

they will be productive to the way that they do interact. The company’s strategy to develop on the

common courier services and making sure that they do establish their specialization on medical

services is an important selling point for the company and important for pushing towards

conquering their market.

PART B: MARKETING PLAN 12

References

Dickson, P., & Ginter, J. (2018). Market Segmentation, Product Differentiation, and

Marketing Strategy. Journal of Marketing, 51(2), 1-10. doi:10.2307/1251125

Keller, K. (2017). Conceptualizing, Measuring, and Managing Customer-Based Brand

Equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054

Keller, K. (2020). Economic and Behavioral Perspectives on Brand Extension. Marketing

Science, 31(5), 772-776.

Nelson, P. (2019). Information and Consumer Behavior. Journal of Political

Economy, 78(2), 311-329.

Park, C., Jaworski, B., & Maclnnis, D. (2016). Strategic Brand Concept-Image

Management. Journal of Marketing, 50(4), 135-145. doi:10.2307/1251291

Branding Strategy
Brand Name
Logo
Slogan
Brand Extension

Primary and Secondary Target Markets
Positioning Statement
Consumer Behavior of Target Market
Conclusion
References