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.

© 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.

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MKT500

Pundit Child Care Center Marketing Plan (Part A)

Nicholas Henry

MKT500 Marketing Management

Strayer University

Lisa Amans

30 October 2022

Introduction

Pundit Child Care Center is a therapy organization established in 2010. The organization is established in Seattle city, Washington State. The location was selected because it is a region with a huge number of children (0-18years) suffering from different 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).

Since the establishment of the Pundit Child Care Center, the founders have been guided by a solid mission, goals, and objectives that make the organization purposeful and positively impactful to the targeted children and society. Different strategies have been established and implemented to help achieve the mission, goals, and objectives in both the short and long term. However, the organization has a detailed external environment that, in some ways, promotes mission, goals, and objectives achievement, hindering them immensely. This marketing plan unveils the business's mission, goals, and objectives while analyzing the external and internal environment in which the business thrives.

Mission Statement

Every business is established for a specific purpose, and a mission statement acts as a guide for the business to remain focused on achieving its overall purpose. 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."With this mission, the organization is challenged to embrace great values, principles, and strategies to see the targeted children get proper intervention and recover from the challenge. The mission is highly effective for the organization because it is the desire of the organization to positively impact the children, who are the main beneficiaries and society as the indirect beneficiaries. Many children have been vulnerable due to mental disorders that sometimes remain with the child unresolved. Pundit Child Care Center brings professional and ethical services to some tormenting conditions that are cumbersome to handle and offers a timely intervention.

Goals

Pundit Child Care Center was established to bring a positive change for children suffering from four different mental conditions: anxiety disorders, attention-deficit/hyperactivity disorder (ADHD), eating disorders, depression, and other mood disorders and post-traumatic stress disorder (PTSD). These are common conditions and affect many children, even without some children displaying massive signs. To achieve the organization's overall purpose, the organization has set goals classified under two categories, short and long-term—short-term goals to be achieved within one year and long-term goals within five years.

Long Term

· To increase the number of children served to approximately 3 million annually.

· To have increased market share from the current 6% to 25% and customer base from the current 5% to 25%.

· To establish other outlets in different locations in Seattle and other close states to reach out to other children in other states.

· To improve the revenues margin from 4.5% to 12% by the fifth year.

· To have introduced and offered services or interventions in other conditions affecting children, for instance, autism and Schizophrenia.

· To have improved overall organizational assets from $1.2million to $ 5 million.

Short Term

· To improve the quality of services offered, upgrade from the current 12% customer satisfaction rate to at least 16% by the end of the year.

· To improve consumer engagement daily from the current state of 100 clients to at least 500 people without challenges.

· To increase market share by at least 3.5% annually

· To improve consumer base by at least 5% by the end of the year

· To increase profit margins and revenues generated by at least 5% by the end of the year

Environmental Analysis

Pundit Child Care Center is an organization that has a healthy internal and external environment. The two environments are important as they sustain the organization's existence and also grant hope for a better tomorrow. Understanding external forces place the organization in a position to understand how best to handle them for effective operation in the market.

Competitive Analysis

The Pundit Child Care Center is in the child care services industry, and there are a diverse number of other companies offering similar services. Some are ranked under for-profit organizations, and others are non-profit organizations. The Pundit Child Care Center is a for-profit organization. Its direct competitors include; Seattle Well-Child Therapy Center, Good Shepherd Child Therapy Clinic, and Child Mind Wellness Medical Center. Some non-profit organizations like the St. Mary Child Support Center and the Great Home for Child Mental Wellness. All these facilities are strong as they have qualified professionals, but some for-profit facilities have high service prices. On the other hand, non-profit organizations offer quality yet affordable services (Matovic, 2020). The challenge is that the organizations have yet to be able to meet the market ever increasing demand.

Economic Analysis

Pundit Child Care Center offers for-profit services, which means the country's economic status does have a direct impact on service delivery. Inflation and a high rate of unemployment push parents to ignore mental conditions. Their children could be suffering from something different when there is economic stability. Challenges emanating from the Covid-19 menace have left many families in an economically devastating situation. Sadly, the economic instability has remained a major hindrance since many cannot afford the services and have been pushed to seek services from non-profit organizations. The situation is expected to improve with the economy gradually stabilizing, and many parents are getting employment.

Political and Legal Analysis

It is a good thing that the federal government has made sure that the political environment is calm and favorable to businesses in the United States. The legislature properly discusses the laws governing different sectors, and any change is made public prior to ample preparation (Matovic, 2020). This is a situation that makes the political and legal climate in the United States, and especially Seattle, favor business, and the Pundit Child Care Center remains a major beneficiary. However, the organization must remain fully compliant with laws and regulations, for instance, by submitting taxes promptly and having all valid operating licenses.

Technological Analysis

It is good that the United States has embraced advanced technology, making service delivery faster, more effective, and cost-effective. The services professionals offer to children, in most cases, depend on technology, which means that the business has an advantage in this aspect. This is because there are available technological tools the organization can purchase and use in offering unique and consumer-satisfying services. For instance, technology allows organization therapists to offer telemedicine, enabling them to access their patients at any time.

Sociocultural Forces Analysis

Mental health is not proactively addressed, as many people in society feel there is a stigma in accepting having a child with a mental condition. The cultural beliefs hinder many from seeking help leaving children to suffer and only get to detect the problem in its advanced stages. This remains a major hindrance for the organization. However, it is a good thing that with many people getting educated and exposed, they have come to learn about mental disorders. Even though they would not go public, at least they seek medical attention secretly (Henly & Adams, 2018). This is one way the organization is being saved from the challenge of sociocultural forces.

SWOT Analysis

Pundit Child Care Center has some internal strengths and weaknesses, while there are some market opportunities and threats. Understanding this aspect of the organization is critical in making necessary adjustments that would help achieve the organizational mission, goals, and objectives.

SWOT Analysis

Strengths · Specializes in a strong area with high demand for services · Quality leadership · Economic stability	Weaknesses · Low marketing tactics · Unstable information system · Long decision-making process
Opportunities · Increasing demand in unexplored local markets · Potential opportunities in the international market · Availability of improved advanced technology	Threats · Increasing competition · Unstable political and legal climate in some potential markets · The increasing cost of living and high rate of unemployment

Note: Strengths, weaknesses, opportunities, and threats for Pundit Child Care Center

Strengths

The Pundit Child Care Center has strengths in various areas. Some of them are that the organization specializes in a strong area with high demand for services, there is excellent quality leadership, and the organization enjoys economic stability. These are important because the services are relevant to consumers since they are needed, so there is no single day the organization would lack consumers (Henly & Adams, 2018). Good leadership and the organization have managed to attain financial stability places the organization ahead of many other competing brands (Remolina, 2022).

Weaknesses

Sadly, the Pundit Child Care Center records common marketing tactics, an unstable information system, and a long decision-making process. These are challenges that hinder successful operations. For instance, a common marketing tactic hinders the level at which the organization is recognized locally. Hence even many that may need services offered might need to be made aware of such an organization where they can seek help. An unstable information system constantly causes communication breakdown and miscommunication, while a long decision-making process hinders the smooth flow of operations that need emergency action.

Opportunities

Advanced technology can help the organization to remain competitive. In the childcare services sector, there is an Increasing demand in new local markets; there are also potential opportunities in the international market and high availability of improved advanced technology (Remolina, 2022). These are opportunities the Pundit Child Care Center can take advantage of by expanding to potential unexplored areas making it easier to achieve some of its short and long- term goals.

Threats

The market is challenging because there is an increasing competition that lowers the market share the organization occupies. Secondly, there is an unstable political and legal climate in some potential markets, making it hard for the organization to consider investing in such areas despite their potentiality. Lastly, the increasing cost of living and high unemployment rate hinders many people from being able to afford the services offered.

Conclusion

Pundit Child Care Center is a for-profit organization that offers mental conditions intervention services to children. The company has a series of strengths and opportunities to capitalize on. It is good that the organization has a valuable mission, goals, and objectives that would help the employees remain focused and achieve the organization's overall purpose. On the other hand, some weaknesses and threats should be addressed using available strengths and opportunities.

References

Henly, J. R., & Adams, G. (2018). Increasing access to quality childcare for four priority populations.  The Urban Institute. Retrieved from: https://www. urban. org/research/publication/increasing access-quality-child-care-four-priority-populations.

Matovic, I. M. (2020). PESTEL analysis of the external environment as a success factor of a startup business. Conscious, 96.

Remolina, N. (2022). Interconnectedness and Financial Stability in the Era of Artificial Intelligence.  SMU Centre for AI & Data Governance Research Paper, Singapore Management University School of Law Research Paper.

© 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.

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MKT500

Part C: ABC Marketing Plan (Change to your name of business here)

Your Name

MKT500 Marketing Management Strayer University

Dr. Your Professor

Date submitted

Introduction

Explain how you will use the feedback you received on Part B of your marketing plan to improve your plan. Do not just list the feedback.

Next, re-introduce your company you shared in Part A/B.

Lastly, review what you will share: pricing and distribution strategy; integrated marketing communications; sales promotion and personal selling plan; competitive analysis; online and direct marketing plan; and social responsibility/cause-related marketing plan.

Pricing and Distribution Strategy

Write an introduction here. Minimum of three sentences.

Develop the company’s pricing and distribution strategy. Suggestion: use elements from Discussion Week 7 to help you with this section.

Pricing Strategy

Text starts here. (Pricing strategy should be in comparison to your competition; for example, do you plan to do a penetration or skimming strategy?) Relate this to your readings and learnings from the textbook.

Distribution Strategy

Text starts here. (Discuss how customers will buy. Are you using direct or indirect channels? Are you using intensive, selective, or exclusive distribution? What is your logistics and supply chain management strategy? That is, who are your vendors and how will you interact with them, will you use wholesalers, will you have dealers/retailers?) Do not confuse the way you market to a customer as a distribution channel. Distribution is how a customer will buy, that is, the path to purchase; it is not advertising. Distribution strategy is your route to market. Are you online, brick-and-mortar, reselling to retailers, using wholesalers, what is your supply chain management, vendors?

Integrated Marketing Communications

Write an introduction here. Minimum of three sentences.

Develop the integrated marketing communications plan most relevant for your product or service and audience. This section has many points, so be thorough.

Message Strategy

Develop your message strategy. How do you plan to be consistent with your traditional and social media choices?

Media Strategy

Develop your media strategy. What are your media choices and how will you use them? What is your rationale for your choices and why are they relevant to your target market?

Public Relations, Sales Promotion, and Personal Selling Plan

Write an introduction here. Minimum of three sentences.

Develop your public relations, sales promotion, and personal selling plan most relevant for your product or service and audience. Introduction of this section here; minimum three sentences.

Sales Promotion Plan

Text here. Most familiar uses of sales promotions are couponing, rebates, loyalty programs, tier pricing, et cetera.

Personal Selling Plan

Text here. Will you have outside sales representatives, inside sales representatives, telemarketing, customer service, live chats? Include any direct communication plans you will have.

Online and Direct Marketing Plan

Develop your online and direct marketing plan most relevant for your product or service and audience. How will these media tools be used to influence your target audience?

Digital Marketing

Add your text here to talk about your use of digital marketing such as social media and your website, the purpose of your website and how it will deliver the customer experience to support your brand. This is a good section to use references to speak to the validity and choice of your social media choices. (That is, use an academic resource that shares their research on demographics and metrics of the use of Facebook. For example, Facebook has xxx number of followers who are between the age xx, have xx with income level of xx–xx, and like to share xxxx. Then cite/reference the source.)

Advertising

Add your text here to discuss your online advertising. Please make sure to distinguish between Pay Per Click and Display advertising and your rationale for these choices.

Search Engine Optimization

Add your text here to discuss search engine optimization and if this adds value to the marketing of your hypothetical business.

Direct Marketing

Add your plan to use direct marketing to communicate the value of your business to your targeted customers.

Social Responsibility Plan

Develop your social responsibility/cause-related marketing plan most relevant for your product or service and audience. What is your contribution to the community?

Conclusion

Summarize the plan to this point (minimum of three sentences) and you should not include any new thoughts (just summary).

Sources

Use three credible, relevant, and appropriate resources as marketing research to determine the feasibility of your product or service. To receive most points as exemplary, you must meet the required number of credible, relevant, and appropriate references.

These resources should be industry specific, relate to your chosen product or service, and be published in the last five years. A good way to incorporate is by using Journal of Marketing, as an example, for your theories and consumer behavior observations.

SWS Guidelines: (delete this from your paper)

This course requires the use of Strayer Writing Standards. For assistance and information, please refer to the Strayer Writing Standards link in the left-hand menu of your course and the Strayer Writing Center.

© 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed written permission of Strayer University.

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