1Part B ABC Marketing Plan (Legit Medical Courier Service

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 medi cal
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
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.
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
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
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
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.
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.
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
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
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.

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 StrategyBrand NameLogoSloganBrand
ExtensionPrimary and Secondary Target MarketsPositioning
StatementConsumer Behavior of Target
MarketConclusionReferences

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11
2
Part C: ABC Marketing Plan (Change to your name of business
here)
Your Name
MKT500 Marketing Management
Strayer University
Dr. Lisa Amans
Date submitted
Introduction (note this is not bold)
Describe or list the feedback you received on Part B of your
marketing plan. Do not just list the feedback. Explain how you
will use the feedback to improve your plan.
Next, re-introduce your company you shared in Part A/B.
Lastly, review what you will share; pricing and distribution
strategy; integrated marketing communications; plan, public
relations, 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 – example, do you plan to do a penetration or
skim strategy? Relate this to your readings and learnings from
textbook, page 177-188).
Distribution Strategy
Text starts here (discuss how customers will buy, are you multi -
channel? Omnichannel? What is your logistics and supply chain
management strategy (i.e., 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, i.e., 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
Develop the integrated marketing communications plan most
relevant for your product / service and audience. This section
has many points, 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
Develop your public relations, sales promotion, and personal
selling plan most relevant for your product / service and
audience. Introduction of this section here; minimum three
sentences.

Public Relations Plan
Text here. Think about how you can use press releases on new
product introductions or news to share with the public.
Sales Promotion Plan
Text here. Most familiar uses of sales promotions are
couponing, rebates, loyalty programs, tier pricing, etc.
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 / service and audience. How will these media tools
be used to influence your target audience?
Website
Add your text here to talk about your website, the purpose of
your website and how it will deliver the customer experience to
support your brand.
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.
Social Media
This is a good section to use references to speak to the validity
and choice of your social media choices (i.e., 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 that are between the age xx and xx with income
level of xx –xx, and like to share xxxx --- then cite/reference
the source).

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 / service and audience. See
pages 283-284. 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 (note this is centered and not bold and on a separate
page)
Use at least three (3) academic, peer-reviewed resources as
quantitative marketing research to determine the feasibility of
your product / service. Three academic, peer-reviewed
references are proficient. In order to receive most points as
exemplary, submit four or more.
These academic, peer-reviewed resources should be industry
specific and relate to your chosen product / service. Quali ty,
academic references are peer-reviewed and found in scholarly
journals published in the last 5 years. A good way to
incorporate is by using Journal of Marketing, as an example, for
your theories and consumer behavior observations.
Newspapers, magazines, and other Websites do not qualify as
academic resources and although you should reference if you
use, they do not count towards your minimum.
Listing your references without applying them in your text
(citations) is not acceptable!!! See proper format ting in SWS
hints on page 6 of this document.
Tips and SWS Formatting (delete this from your paper)
Below are tips and notes to guide you writing an SWS paper.
Use this information as a reference and ask if you have any
questions.
Tips and Notes:
1. NEVER plagiarize: Plagiarism: act of using someone else’s

ideas, words, figures, unique approach, or specific reasoning
without giving appropriate credit.
2. Always include an introduction for your Heading 1 topic
(example: Environmental Analysis) to explain to the readers
what they learn in the section you are introducing.
3. Paragraphs should be complete, such as a minimum of three
sentences:
a. “Put only one main idea per paragraph.
b. Aim for three to five or more sentences per paragraph.
c. Include on each page about two handwritten or three typed
paragraphs.
d. Make your paragraphs proportional to your paper. Since
paragraphs do less work in short papers, have short paragraphs
for short papers and longer paragraphs for longer papers.
e. If you have a few very short paragraphs, think about whether
they are really parts of a larger paragraph—and can be
combined—or whether you can add details to support each point
and thus make each into a more fully developed paragraph.”
4. Do not use (or minimize):
a. they (minimize, pronouns, use actual names/titles for clarity)
b. these
c. there are
d. thing
e. it
f. this
g. I
h. we
i. you
j. one or ones
k. some
l. a lot
m. a ton
n. really
o. very
5. Use of contractions – spell out
6. Findings: are past tense

SWS Guidelines:
1. In -text citations:
If the in-text citation appears at the end of a sentence
containing evidence, the closing punctuation of the sentence
must follow the closing parenthesis of the citation.
Use the author’s last name or publishing organization’s name
and then a comma. Then add the number indicating the
placement of this source in the source list.
This is an example.
Studies have also indicated that the high concentration of CO2
in the atmosphere is primarily due to humans’ use of fossil
fuels. Atmospheric data shows “that levels of CO2 in the
atmosphere are higher than they have been at any time in the
past 400,000 years” (National Aeronautics and Space
Administration, 4).
2. Sources:
An SWS format Source list citation consists of:
· The author’s name.
· If there are multiple authors, only the first author is used.
· The year of publication of the source.
· The title of the source.
· The page range.
· A way to locate the source (in this case, a permalink from the
Strayer Library).
Here is an example of a Source in an SWS format.
Stephanie Herring. 2014. Explaining Events of 2013 from a

Climate Perspective. p. 5.
http://libdatab.strayer.edu/login?url=https://
search.ebscohost.login.aspx?direct=true&db=a9h&AN=9912481
1 &site=eds-live&scope=site

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