BUPA's Marketing Strategies: 6 Principles Analysis Report

This report offers a comprehensive analysis of BUPA's marketing strategies, focusing on the application of six key marketing principles. It begins with an introduction to the importance of marketing in the global economy, particularly within the context of BUPA's expansion plans, including investments in acute medical units. The report then delves into the marketing planning process, identifying crucial elements such as market research, target market identification, positioning, competitive analysis, marketing strategy development, budgeting, and monitoring. It then explores the environmental factors affecting BUPA through a PESTLE analysis, considering political, economic, social, and technological factors. The report then examines the marketing mix (product, price, place, promotion, people, process, and physical evidence) and its role in enhancing communication and achieving organizational objectives. The report further analyzes segmentation approaches, differentiating between B2B and B2C strategies, including demographic, geographic, behavioral, and psychographic segmentation. The targeting process is discussed, emphasizing the identification of business objectives and target markets. Finally, the report underscores the significance of effective marketing mix implementation for BUPA's success.

1
Principles of marketing

2
Table of Contents
Introduction......................................................................................................................................3
Section 1..........................................................................................................................................3
a)..................................................................................................................................................3
b)..................................................................................................................................................5
c)..................................................................................................................................................6
Section 2..........................................................................................................................................7
a)..................................................................................................................................................7
b)..................................................................................................................................................8
c)..................................................................................................................................................8
Section 3..........................................................................................................................................9
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

3
Introduction
Marketing is an important concept which is used by all the businesses in the global economy. It
is required to be followed by all and there are certain specific aspects in relation to this which are
required to be taken into account. In this report, the discussion about all of those aspects will be
made in relation to BUPA. The marketing planning is to be done in an effective manner and for
that, the elements involved in the planning process will be identified in the report. The marketing
orientation is an important concept and so understanding of the same in business will be attained.
The pestle analysis will be performed in relation to the new concept which is being introduced.
The marketing mix will be identified and the manner in which it helps in effective planning will
also be taken into consideration. The segmentation process which will be followed for the beam
concept will be identified in relation to consumer and business markets. The targeting approach
will also be understood by which the target market will be identified. The positioning approach
will be discussed and it will be determined that in what manner will this process be undertaken.
The last section will be involving the marketing mix analysis in which all the elements of this
mix will be identified and elaborated. The process which is involved in the development of all
the elements will be ascertained by which the proper process of marketing will be made possible.
Section 1
a)
Bupa is undertaking the expansion by making potential investments. The acute medical units are
the main part in which investment is made and there are located in various cities such as
Manchester, London, Cambridge, and Birmingham. In this emergency and accidental services
will be provided to the registered customers at premium prices (Ayub et al., 2013).
In this process, marketing plays an important role and there is a need to follow the proper
marketing planning process. The plan is the one in which all the steps which are to be undertaken
are specified (Lee et al., 2013). The main components which are involved in this are as follows:

4
Market research: In any plan, there is the need to make the appropriate research by which all the
aspects which are involved are identified. There can be an undertaking of the survey by which all
the required information will be gained.
Target market: In the market, there are some consumers on which focus is made and they are
identified in this stage.
Positioning: The manner in which the target market will be considering the business is identified
as positioning. Everyone has their own view and it is required that the same shall be known for
the making of corrective steps.
Competitive analysis: There is high competition in the market and it is required that the same
shall be analyzed as this will help in making the plan successful. The attainment of the business
objectives will be made possible and the expansion will be performed effectively.
Marker strategy: The strategies which will be followed in the market to capture most of the
market will be specified in this (O Ogunmokun and Hsin Tang, 2012).
Budget: In all the plans which are undertaken there is the need for the funds. It is therefore
important that the budget shall be fixed and all the expenses shall then be made accordingly by
which benefits will be attained.
Monitoring: After the success planning it is required that proper monitoring shall be made so
that, issues with the plan can be identified and corrections for that are made.
By the undertaking of orientation, all the resources are used in such manner that the goals which
are set can be adopted. This will be used in planning as the plan will be made in such a manner
that resources are allocated in a proper manner. By this, the behavior of the market and
consumers will be identified and then the services will be provided accordingly. By this the Bupa
will be able to make the expansion in an effective manner as every aspect of the plan will be
developed in a proper manner.

5
b)
Environmental audit is carried so that all the aspects which will be affecting the business and
plan which is made can be analyzed. It is done with the help of pestle analysis in which all the
macro factors are taken into consideration (Bratten et al., 2013). There is the inclusion of all the
information and the same for the new concept of Bupa is provided hereunder:
Political factors: Healthcare industry is the one in which various there are several legislations
which are required to be followed by which proper services are provided. Bupa has information
about them and will be able to avail the subsidiary from the government which will help in
carrying out the expansion in a proper manner.
Economic factors: There are many changes which are taking place in the economy. There is high
inflation which will be faced by Bupa and it will be dealing with the same. The changes which
are taking place in the market will be analyzed and then the steps will be taken accordingly
(Earnhart and Leonard, 2013). There will be the creation of many jobs by the new expansion and
the issue of unemployment will be resolved.
Social factors: People in the society have a different mindset and it is necessary that it shall be
identified so that Bupa will be able to provide the services under a new plan in the required
manner. The staff of Bupa has special expertise and will be possible for them to deal with all the
social factors in an effective way.
Technological factors: In the health service there are various innovations which have been made.
In the current concept there is the undertaking of the emergency services and in that innovative
devices will be required and so they will be adopted (Ho, 2014). Bupa is capable of the same as
it is currently having good technological knowledge.
All of these aspects will be noted by Bupa before undertaking any proposal. In addition to them,
there are certain micro factors also which are to be taken into account. They include suppliers,
external consumers, competitors, and agents. There are customers all over the world and
therefore it is required that services shall be provided accordingly. Company is having various
competitors and they include Norwich union and that will have to be considered to attain the
business goals.

6
c)
The marketing strategy will be successful when it will be implemented in an effective manner. In
order to attain this, it is required that proper understanding of all the elements which are
involved. There are seven elements which are included and all of them are identified as the
marketing mix. All of them include place, product, people, price, physical, promotion, and
process (Gordon, 2012).
The marketing mix is important for the organization as by that communication will be enhanced
and there will be the development of the integration among all the processes which are involved.
All the objectives which are set will be attained with the help of the marketing strategy which is
implemented as there will be positive outcomes which will be received from it. All the important
aspects which are included and are to be fulfilled are covered in the marketing mix such as the
price of the product and service will be identified and with that, the place will also be decided.
The product will be provided as per the requirements and that will provide the customers with
the needed satisfaction (Furaiji, Łatuszyńska, and Wawrzyniak, 2012). This way the attraction
will be made and more customers will be availing the service of Bupa. The profits will be
increased by this as there will be more customers. There is the need to make the proper
communication system by which the whole process and strategies will be communicated to all
(Tapp and Spotswood, 2013). They will be having the knowledge of all the policies and by that
can implement them in a better manner.
The market share will be captured when the services will be provided with the involvement of
latest technology. Therefore the new and innovative technology will have to be implemented and
for that required knowledge is to be kept in the plan making. The process which is involved shall
be clear and in that, all the activities and the responsible persons shall be clearly defined. This
ensures that tasks will be completed by the effective person in a proper manner and in the
required time frame. So by making the strong marketing mix, there will be the attainment of the
objectives by Bupa.

7
Section 2
a)
Segmentation is the process in which all the customers of the business are divided into various
segments. There are various aspects on the basis of which the business is segmented such as
gender, age, income and many more. By the help of that, it becomes easy for the business to
provide the service according to the requirements (Hassan and Craft, 2012). There are two main
methods of segmentation which are involved and they are B2B segmentation and B2C
segmentation.
In the undertaking of B2B method, there are three main approaches which can be used for the
segmentation. The main approach is the one in which the segmentation is made on the basis of
the customer information (Newton et al., 2013). There is the availability of the data in the market
and that is used. Another is the value based on which all the customers are divided by
considering the economic value that is presented by them to the company. By this, the sale which
will be received can be identified and then the decision for the cost can be taken on that basis.
The last approach is the one in which the needs of the consumers is taken into consideration.
Under this, all the needs of the customers are identified and then the segments are made so that
they can be provided with the required service as per their preferences.
Business to customer segmentation is also performed and in that demographic, behavioral,
geographic and psychographic segments are made. The approach in which the division is made
on the basis of occupation, religion, gender, income, and education will be considered as
demographic segmentation (Cuadros and Domínguez, 2014). The method in which location is
taken as the basis is the geographic segmentation and in this, a particular place is given the
importance. The attributes are taken into consideration in the behavioral method such as
awareness, loyalty, purchasing pattern, and knowledge. In the psychological approach, the
values, lifestyle, and personality of the customers are considered. It is difficult to take this in use
as all of these attributes vary too much.

8
b)
Targeting is used by the company so that they can focus on a particular segment and can provide
them the services accordingly. There is the target market which is identified and for that there is
the need to follow certain steps (Bostrom, Böhm and O'Connor, 2013). The business objectives
which are to be attained by this will have to be determined and then the target by which this
condition will be fulfilled is decided. The objective of the business and marketing process is not
the same and so the one by which the goal of the business will be satisfied will be taken into
account (Iankova et al., 2018). The sales will be increased and that will be beneficial for the
business. The main technique which is involved in the business to customer segment is the end
goal technique in which the main target which is to be achieved will be identified. In that, the
target audience will be decided and it will be the one by which the goal which is to be attained
will be fulfilled. Upper funnel is the technique in which the consumers who are not showing the
interest in the current period but are considered as the potential ones who will be having the
incentive in the coming period are selected as the target audience (Vrontis, Thrassou, and
Amirkhanpour, 2017). Under this, brand awareness is taken into consideration so that more
people come to know about the same. Another technique is the persona targeting in which the
facts from online means are collected and the audience from the site on which there is more
traffic is selected. They will be treated as the target audience and the process will be undertaken
in relation to them.
c)
Every product has a position which it holds in the market in comparison to the other products
and that is identified as the market positioning. In this, the perception of customers in relation to
a particular brand is taken into consideration (Westjohn, Singh and Magnusson, 2012). In this
process, the image of the product is created so that the customers see it in that manner and by
that, the sales will be increased. By the help of proper positioning, the benefits of the brand are
identified and that gives the product a unique identity by which it becomes identified in the
market (Rettie, Burchell and Riley, 2012). There are various products which are available in the
market and for that, it is required that there shall be some additional advantages by which the
product can be chosen by the people over other products. Bupa will be able to position its

9
concept by the help of proper marketing process. They will be creating a positive image of the
beam concept in the market so that it is preferred by all in the market. For this, all the techniques
for marketing will be used which are ongoing in the current market and by which more market
segment will be captured (Blankson and Crawford, 2012). They will provide the full description
of the new service on the internet and various other means by which the public will be having the
knowledge of the concept and that will be beneficial for it.
Section 3
Bupa
Product The product will be sustaining the market by
providing the product and service of the best
quality. There will be an undertaking of the
requirements in case of emergency and then
the decision will be made accordingly by Bupa.
They will be involving such products which
will provide the best relief to patients in acute
diseases.
Place Segmentation has been made and in that
business to customers segment is selected.
There will be a focus on all the customers in
the areas which are selected (Mihart, 2012).
The analysis will be performed by Bupa so that
areas in which most accidents are happening
will be taken into consideration.

10
Price The price of the service will be set on the basis
of the market which has been chosen. The
affordability of the people in that area will be
taken into account by Bupa and they will be
deciding the price accordingly. Various
discounts will be offered on the basis of the
fulfillment of certain conditions. Also if a
customer attains a certain target or pays by the
required channel then the free value will be
provided to them.
Promotion Bupa will be making the promotion in the most
effective manner as it is a new concept and so
it needs to be promoted in an adequate manner.
There will be proper marketing communication
which will be established and in that all the
information about the beam will be provided to
the customers (Khan, 2014). The brand
development will also be involved in which the
brand will be developed in the market so that it
is recognized by all and they have proper
information about the same. This will create a
value of the product and it will be availed by
many people.
People The staff of the business is most important for
any business as they are one who will be
performing all the activities. All of the
members who are involved in the marketing
procedure will be included in this. They are the

11
ones who will be providing the training to the
new appointments and this will be affecting the
future performance of Bupa. The staff of a
business is highly skilled and will be able to
handle all the operations in the most effective
and efficient manner.
Physical evidence There are various elements which are involved
and by which the positioning will be ensured
for a consistent period. The staff is skilled and
will be taking care of all the aspects properly
which is most required. The proper service will
be provided to customers and they will be
offered with the online benefits so that they can
avail the facility properly. The complete
procedure will be set in such a manner that it
can be followed by all and they do not face any
difficulty in the same.
Process The process which will be involved by Bupa in
the marketing will be in such manner that the
target customers are focused. The services will
be planned in a manner that the highest level of
satisfaction will be provided and for that
appropriate process will be undertaken. There
will be involvement of the advanced
technology in the process so that it can deal
with the competition present in the market.
There will be proper research by which the
target market is identified together with the

12
market requirements.
Conclusion
The report that has been presented above elucidates about all the important factors which are
needed to be taken into consideration in the marketing by Bupa. The planning is important and
for that, all of the key elements which are to be involved in the marketing planning have been
identified and complete knowledge about them has been attained. The market orientation is also
involved and then the environmental audit has been performed. In that pestle analysis is
performed this involved all the components that are to be focused by Bupa. The microelements
which will be affecting the process have also been determined and that helps in effective
planning. The elements of the extended marketing mix are determined and the importance of the
same for the creation of strong mix is taken into account. The other processes such as
segmentation, positioning, and targeting are also involved and proper information about them has
been provided. The business to customer and business to market segmentation have been
explained and then business to customers has been chosen as the target method. The techniques
which are used in the same have been determined so that the proper process is followed. In the
last, there is the marketing mix analysis which is performed and in that all the components of the
extended marketing mix have been considered and explained.