Marketing Plan for NPA: BMM601 Marketing Management Module

This report presents a comprehensive marketing plan for Nationwide Property Assistance (NPA), a company operating in the home assistance market. The plan begins with an introduction to the company, outlining its services and market position, followed by a theoretical overview of marketing management and strategic planning. A SWOT analysis identifies NPA's strengths, weaknesses, opportunities, and threats. The report then delves into competitor analysis, examining the competitive landscape within the housing assistance sector. Segmentation, targeting, and positioning decisions are discussed, including market segmentation based on geographic, demographic, and behavioral factors, along with the identification of target markets and positioning strategies. Marketing objectives are established, and the marketing mix (7Ps) is reviewed, including pricing, distribution, and promotion strategies. The report concludes with a plan evaluation and recommendations for NPA to achieve its marketing objectives and sustain long-term business success. The assignment addresses the consultancy brief to develop a marketing plan for NPA to acquire new retail customers, focusing on specific market segments and leveraging the company's unique relationship with house builders.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT

MARKETING MANAGEMENT 2
Table of Contents
Introduction................................................................................................................................3
Company brief............................................................................................................................3
Introduction to marketing management and strategic marketing planning (Theory)................4
SWOT analysis...........................................................................................................................5
Competitor analysis....................................................................................................................6
Segmentation, targeting and positioning decisions....................................................................9
Market segmentation and target market.................................................................................9
Positioning approach............................................................................................................10
Marketing objectives................................................................................................................10
Marketing mix decisions – review the 7Ps..............................................................................11
Pricing strategy.....................................................................................................................12
Distribution strategies...........................................................................................................12
Promotion strategies.............................................................................................................12
Plan evaluation including recommendations...........................................................................14
References................................................................................................................................15

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Introduction
Company brief
This organization emergency covers by home their emergency expert at home. This
organization has designed our goods to particularly accomplish the owner’s requirement for
the new building properties. In addition, it is evaluated that this organization understands the
needs of consumers needs and meet their task (Npa24:7, 2019). In addition, the main purpose
of this study is to improve organizational performance as well as sustaining business in the
long-term. This company could facilitate the firm for meeting the organizational task. In
addition, it is illustrated that the organization could give value to its consumers for meeting
their needs (Npa24:7, 2019). In addition, it is illustrated that an organization provides an
effective training program for its employees in dealing with customer services. It would
support to meet the organizational task. Npa24:7 is a privately owned company that deals in-
home assistance market. It is also expected for handling over 1m calls and 200,000 repairs in
the year 2020. In addition to this, this company is a key market leader in housebuilder areas.
There is also increasing client numbers related to housing association clients. There is a very
small share of a claim that handles the market. It is small however creating direct consumer
offers at the workplace (Npa24:7, 2019).
npa24:7 have a strong pipeline as well as, proven track record in order to increase revenues in
housing associations as well as, house builder sectors. It is identified that marketing practices
are high revenue generated that would continue for growing in these markets.
There is also strong rivalry in the consumer market. Moreover, home assistance products
could be distributed by a range of suppliers and it can notably consider banks, utility
providers, as well as, insurance firms. This could direct the sell organizations like HomeServe
and British gas (Npa24:7, 2019). Npa24:7 have a unique association with the housebuilders
and their consumers because of their role in providing emergency repairs at the time of two

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years warranty offered with a new home. The products are offered under home emergency
expert brand could evolve for meeting and enhancing the customer offers (Npa24:7, 2019).
Products and Services
This organization provides different kinds of products as well as services to their consumers
named as business to business, house builder, housing association, insurance services, and
consumer services (Shatkin, 2016).
Introduction to marketing management and strategic marketing planning (Theory)
Marketing management
The marketing management determines market opportunity as well as comes out with
suitable approaches in discovering such opportunities effectively. The company could also
imply a marketing plan in evaluating the effectiveness of the business process. It would also
lead to getting higher competitive advantages. It is also illustrated that management is an
effective procedure that would be supportive in organizing the business acts and supportive to
reach a reliable conclusion (Salzman and Zwinkels, 2017).
The marketing management is the procedure of ownership exchange procedure of products as
well as services by selling to the purchaser. It is illustrated that marketing management is
comprised of certain elements that would be imperative in meeting the business procedure
named as planning, directing, controlling, as well as organizing. This is imperative in
collecting the depth information towards the matter (Rouanet and Halbert, 2016).
Strategic marketing planning
It is also illustrated that the strategic marketing plan is entailed as the creative procedure in its
own right. In this, the management, as well as operation terms, could strive to come with
implementing the practical marketing approaches which could guarantee an effective
business flow for the company (Roberts, 2018). It is illustrated that the sound marketing plan
permits the company entity in growing its market share that outcomes in more profit as well

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as profits. It is illustrated that a particular strategic marketing plan could be different from
business to business. It is also illustrated there are certain elements which are considered by
the firm named as a marketing budget, target market, and organization positioning (Mera, and
Renaud, 2016).
SWOT analysis
Strength
 A positive image of the organization
 Different channel program
 Credible management group team
with effective insurance
 Creating the sale sales ability for
managing new sales as well as
retentions (Salzman and Zwinkels,
2017).
Weakness
 Lack of skilled employees that
affecting the overall performance
 Lack of implementation of a new tool
(Roberts, 2018).
Opportunities
 This company could encourage the
brand through promotion,
advertising, and sponsorships.
 It is also evaluated that the positive
image of the organization provides
an opportunity to sustain the
business in the marketplace for the
long term (Rouanet and Halbert,
2016).
Threats
 Lack of skilled employee declines the
probability of success by increasing
customer issues.
 Lack of implementation of new
technology could also increase the
threat of effectively competing with
competitors and getting the positive
result (Mera, and Renaud, 2016).
Competitor analysis
Competitor Housing
Association
House Builder Claims
Market
Retail
Sales
British Gas X
HomeServe X
AXA Assistance X
CET X
LIM Legal/AmTrust X

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Claims Consortium X
Clients In House
Solution
X X
Other Utilities and
Assistance
Companies Who
Outsource Service
Delivery (e.g. DAS,
Coplus)
X X
Safeguards X
Generalist Call
Centres
X
On-Line Review
Sites (e.g.
Checkatrade)
X
Local Tradesman X
Threats of New Entrants
In the real estate industry, it is analyzed that there are great risks of threats for entering into
the competitive market place. Different fresh and innovative tools are designed by the new
companies and these methods are also executed by the new organizations to positively deal
with their clients and customers. Consequently, it could create various difficulties for the
NPA24:7. Apart from this, new organizations also practice lower-cost strategy and it provides
a significant value proposition (Tidd and Bessant, 2018).
In such a way, it is found that this strategy affects the good’s expenses for promoting the
product and encourages the majority of consumers for utilizing their insurance services and
house building facilities. It is a crucial factor for the NPA24:7 to eliminate the hurdles or
obstacles from the business and organizations should also plan appropriate strategies to
maintain their goodwill in the real estate industry (Tian, 2016).
Bargaining Power of Suppliers

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Companies could get prominent data in the context of insurance services and house building
amenities by several suppliers that belonged from the field of real estate. In order to sustain
the market place for a longer duration, suppliers could reduce their margin on the goods and
materials. Therefore NPA24:7 should utilize an effective business approach to promote their
business and make a good image in the mind of customers. Suppliers can provide goods and
services such as insurance policies, a raw material for house building at affordable rates to the
companies. Along with this, goods that are delivered by the suppliers have a low cost of
transportation as well as fairly standardized and less unique (Wu, 2015).
Bargaining Power of Buyers
This strength of buyers could be a weak point for the bargaining power of suppliers and this
power assist Npa24:7 from moving on at another supplier without any efforts. In the real
estate industry, suppliers do not give any threat to the NPA24:7 for dealing with them,
therefore it shows the weak point of bargaining power of suppliers. It is depicted that in the
real estate sector, the income of buyers is low and it influences the demand of those goods
and services that have minimum cost as buyers focus on the less expensive products. Further,
it demonstrates that within the real estate industry, the purchasing power of buyers is act as
the weaker strength for the buyers (Tidd and Bessant, 2018).
Threats of Substitute Products or Services
There are various substitutes that have almost similar features like original products and these
goods are produced through the low-profit gaining sector. There are higher risks related to the
threat of substitutes for the NPA24:7 because substitute goods are manufactured without the
industry and available at nominal prices. Hence, customers look towards house building and
insurance services from them so this factor can be a weaker point for the organization.
Rivalry among the Existing Competitors

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There are certain competitions of the NPA24:7 in the real estate sector and these players have
a larger market as compared to this organisation. Due to this, Npa24:7 need to improve their
performance and should offer superior goods and services related to insurance and house
building to their clients and customers (Tian, 2016).
Segmentation, targeting and positioning decisions
Market segmentation and target market
Npa24:7 can select a specific market in terms of enhancing the revenue in the real estate
market of the UK. This firm can operate in different sectors such as housing associations,
housing builders, and insurance services. Market segmentation could be segmentation into
different subgroups. This segmentation could be significant in terms of select the target
market that has similar requirements, traits, and desires (Lacka, and Chong, 2016). It can be
attained by practicing distinct marketing mix approaches. The key segmentation can be
classified as geographic, demographical, and behavioral segmentation. Npa24:7 can segment
the target market as per the given factors:
Geographic segmentation
Npa24:7 would select different urban fields of Australia in order to sell their products.
Because, in UK urban fields, customers can develop more demand for a housing association,
housing builders, and insurance services.
Demographics: Age
Npa24:7 would target consumers of distinct age groups like 25& above. These age-groups of
consumers would highly buy housing associations and insurance services. But these age-
groups of individuals can make an effort for contrasting the quality and price of products. It
also gives preferences to housing builders. Consequently, a firm can create premium product
quality and sensitive price policies in order to target consumers. This innovative product can

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be significant in order to attain customer needs because of superior quality and affordable
rates.
Behavioral Segmentation:
Npa24:7 could classify the consumers according to the behavior of customers regarding
housing building, housing association, and insurance services. By using this approach, a firm
could focus on loyal consumers but there is a need for offering discounts as well as,
affordable housing building product rates to their consumers. As a result, it will be significant
in terms of influencing consumer purchasing behavior with respect to housing building
(Hingley, et al., 2015).
Target market
The innovative product can lead the consumers with regards to npa24:7 since it would offer
the affordable product range in the real estate market and also provides the real estate
products to consumers. Hence, the target market of Npa24:7 firms for this innovative product
is young consumers who wish modern and secure lifestyles. Consequently, it can lead the
opportunity for beating the rivalry in the real estate sector.
Positioning approach
Npa24:7 firms would emphasize on consumers who creates the desire for modern and secure
lifestyles in UK real estate sectors. It would provide quality maintenance services since it has
a higher demand for marketplaces in the current condition. It would develop a favourable
image between consumers by creating innovative modern services and providing added value
to consumers (Hillary, 2017). Consequently, targeted consumers would be ready for paying
higher rates in terms of purchasing housing building services. This innovative product would
develop a distinguish picture as well as, catch the focus of a large number of consumers with
respect to the firm since, this product will be significant for consumers in order to get a
healthy life (Fine, 2017).

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Marketing objectives
• To make a balance between revenues across such factors as well as our direction to
the consumer retail brand.
• To explore the claims management market might be the distributor
Marketing mix decisions – review the 7Ps
Product
This organization will consider five stages of a marketing plan as it is discussed as below:
Core Benefit or Product
The organization could understand different kinds of the level of a product caused by getting
probable information. In this stage, the organization considers the fundamental services that
will provide a positive result. For illustration, the consumer could purchase home services
that will be effective in meeting the organizational task (Fernie and Sparks, 2018).
Basic or Generic Product:
In this stage, the organization will turn out the core benefits of the fundamental goods and
services. The basic products could be associated with Home services.
Expected Product:
This organization will develop expected goods by entailing a set of situations and features in
this stage. It will create those goods which are expected by the buyer to purchase. For
illustration, higher-paid people could expect the builders to provide insurance, security, and
luxury services in the house (Ekman, et al., 2016).
Augmented product:
In this, the marketer will be made augmented goods that exceed the prospect of consumers. In
the current era, the competition level of the product is higher caused o new technology,
innovation, and other sources. In this situation, an organization has needed to comprehend the
situation and select the types of products that will be considered by a company for its

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consumers. In this, the organization could be able to meet the purpose of goods as well as
services (Davis, et al., 2018).
Potential Product:
This company will assist the advantages by providing housing associations, housing building,
and insurance services. It will provide an opportunity for the organization to offering higher
services and satisfy consumers. It will be effective in getting higher competitive advantages.
Pricing strategy
The penetration pricing approach will be practiced by this organization to effectively enter
the new market. This approach will be imperative in product price is a set of lowering the
initial stage of promptly cover a wider area of the market as well as to inaugurate word of
mouth. This approach concentrates on the forecast on the predication of the consumer will
change of new brand caused by a lower rate. This approach is effective in collecting reliable
information about the research matter (Chapleo, 2015).
Distribution strategies
This organization will practice a differentiated distribution approach for creating a higher
economics scale. It could improve the profitability of the organization. This distribution
approach will facilitate the organization for expanding the sale of goods and services. It
would also support to get higher competitive advantages (Chandon, Laurent, and Valette-
Florence, 2016).
Promotion strategies
Promotion is another approach which is practiced by the organization for promoting their
goods and services. These are considered as the business efforts that are supportive in
encouraging product popularity in the market. This marketing promotional tool is effective in
collecting the depth information and meets the organizational purpose (Byrne, 2016). This
method permits the organization in promoting the business process for the long-term. In

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addition, it is illustrated that this method could permit the organization to spread information
in a huge number of people. Moreover, the online promotional tool aids the company to
increase the product sell. In the current era, this factor could more influence the huge number
of people to have products and services of a particular organization. In the current era, most
of people have practiced an effective promotional tool for promoting their services. In the
real estate organization, digital media marketing has been more practiced by the investigator
because this method aids to directly meet with consumers and researcher the reliable
conclusion (Bowie, et al., 2016).
Extended marketing mix
Physical Evidence
Physical evidence is identified as the atmosphere surrounding the service. In addition, it is
also stated that there are different factors that are considered by the organization named as
brochures, logos, business cards, and advertising. It will enable the company to engage its
customers in the services of organizations. Moreover, it is evaluated that most of the physical
evidence is the logo of the organization that would be effective in making the different
images of the organization in the marketplace (Ball and Pratt, 2018).
Process
The process shows the way by which the company delivered its services to its potential as
well as existing customers. It could entail both indirect as well as direct acts that are entailed
in the services of organizations. Therefore, this organization could entail many acts for
making an imperative procedure named as indirect as well as direct business acts (Baker and
Saren, 2016).
People
People are another imperative factor that directly affecting business performance. In the retail
organization, people could indirectly as well as directly impact on the trade of goods as well