Marketing Report: Application of Principles to BUPA Healthcare

This report analyzes the marketing principles applied by BUPA International Healthcare Group, focusing on the introduction of its BEAM (Bupa Emergency and Acute Medical) units. The report begins with an overview of BUPA, its marketing planning process, and an environmental audit using PESTLE analysis to assess political, economic, social, technological, environmental, and legal factors influencing BUPA's operations. It then delves into the marketing mix, including product, price, place, promotion, people, process, and physical evidence, specifically for the BEAM units. Furthermore, the report explores market segmentation, targeting, and positioning strategies to address market challenges and enhance BUPA's marketing effectiveness. The report concludes with a discussion of the marketing mix and its importance in promoting BUPA's services and expanding its business, emphasizing its strategic importance in healthcare marketing.

PRINCIPLES OF
MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................3
SECTION 1 .....................................................................................................................................3
a) Introduction of the idea of the BUPA................................................................................3
b) Environmental audit ..........................................................................................................5
c) Marketing mix ...................................................................................................................6
SECTION 2 .....................................................................................................................................8
a) Segmentation of the BEAM ..............................................................................................8
b) Targeting of the BEAM ....................................................................................................9
c) Positioning of the BEAM ................................................................................................10
SECTION 3....................................................................................................................................10
Marketing mix .....................................................................................................................10
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing principles are those, in which marketing managers are agreed upon the
different marketing ideas that any company use those principles in order to make effective
strategies for the marketing. This report of the principles of the marketing is based on the BUPA
international healthcare group. Headquarter of the BUPA is in United states its is the private
company but not for the profit limited. This will going to explain the different stages of the
marketing, marketing planning, environmental analysis in this report. Marketing mix elements
will also be included for the effective marketing planning. Segmentation, targeting and
positioning will be conducted in order to respond the market problems. Further more the
marketing mix for the different situation will be applied for the products of the BUPA healthcare.
Lastly situational analysis will be conducted in this assessment.
SECTION 1
a) Introduction of the idea of the BUPA
Bupa Iis international healthcare company, which is planning to expand its business and
find new way to eliminate the challenges and competitive market. The new avenue of the Bupa is
in small acute medical units (AMU) which is located in London, Birmingham, Manchester,
Cambridge and leeds city centres (Palmatier and Crecelius, 2019). These BEAM (bupa
emergency and acute medical) would staff the professional units of the medicals for the mimic
and accident and emergency, only provide the services for the registered customers of the Bupa
healthcare. For this service and BEAM, marketing plan will be created.
Marketing planing
Marketing planning is the ultimate results of the marketing strategies, which is being used
in order to increase the sales of the company in the market. This marketing planning help to
analyse the potential marketplace to determine how the business and company compete with the
market with their competitors to increase its sale. There are different stages of the marketing
planning which are:
Mission statement — This includes the main reason of the company to existing in the market.
Also define the purpose of the company as well for the stakeholders.
Objectives — This is the set of goals that the company try to work on to achieve all those
objective and target of the company.

Marketing audit — Marketing audit include the SWOT analysis of the company. This highlight
the strength, weakness, opportunity in the market and threats, that can affect the company.
Marketing mix plan — This has some elements that ensures that all the marketing strategies are
being properly (Lewnes and Keller, 2019).
Budget - This includes the resources, and all the expenses that are being needed to carry out the
effective marketing plan.
Evaluation — This stage is being at the end of the planning prices, that check all the
opportunities to modify and any errors to make improvement.
Marketing planning for BEAM
Marketing summary — This marketing plan is being prepare for the BEAM (bupa emergency
and acute medical) units for the small units in London, Birmingham, Manchester, Cambridge and
leeds city centres.
Objective of the company — Objective of the Bupa healthcare is to help the peoples to live
longer. Happier, and healthier life. They do not focus on the shareholders, but focus on their
customers. They reinvest their profit in order to provide better healthcare for the customers.
Vision and mission — Mission of the bupa company is to shape the customers life. Also helps
to deliver the best experience to their customers and employees.
market audit
Strength
 Highly skilled staff of the Bupa.
Its core value, and objective of the company is its strength to focus on their customers.
weakness
 Staff of the Bupa do not have the clear role about the BEAM (Dewi and Darma, 2019).
 Challenges of outdated and old technologies in the bupa healthcare for the BEAM unit.
Opportunities
 It have opportunities to expand its BEAM unit by collaboration with other healthcare
service provider.
Threats
 Government policies, rules and regulations can be threats for the bupa healthcare.
 Increased competitions in the healthcare market in accident and emergency.

Marketing mix
Products — BEAM (Bupa emergency and acute medical) is the product to provide the different
unit to accident and emergency situation.
Price — This services only provide to the registered customers of the bupa.
Place — London, Birmingham, Manchester, Cambridge and leeds city centres.
Promotions — For the promotions of the BEAM, bupa will conduct the camp in small acute
areas for their BEAM services and post this on newspapers and social media as well (Dewi and
Darma, 2019).
People — In this, trained staff of the bupa healthcare will help the company to establish its
BEAM unit.
Process — To establish and create the BEAM, Bupa health care prepare this plan and then
evaluate to recheck this plan.
Physical evidence — It refers to the environment in which all the healthcare services of the
BEAM is being provided. Like the culture of the BEAM unit in small acute location.
b) Environmental audit
For the environmental audit, PESTLE analysis is being considered. This includes the
different factors like:
Political factor -This concerned with the government policies, rules, stability of the Govt.
various laws, implementation of the law can affect BEAM to the bupa healthcare. Different
healthcare service policies in the UK like Vat may affect the price of the services of the BEAM
to the registered customers. Then this services of the BEAM not be accepted by the customers in
different small unit. This also affect the staff of the bupa as they demand high salary as well.
Political factor can affect the Bupa and its new services my making new laws in healthcare.
Economical factor — Brixit is also causing the economic uncertainty to the existing jobs that
many have to leave their jobs at the time of Brixit. This affect the production of the healthcare
services and also reduce the well-trained and professionals to treat the people (Lessmann and
et.al., 2019). This affect the healthcare services in the UK and many of the people did not get the
treatment for their healthy. Economical condition may affect the services and price of the
services of the healthcare service industry.
Social factor — BEAM can be the most affected by the social trend. When bupa give the
emergency and accident services to their registered customers. This will increase the social

behaviour of the people toward the BEAM services. But this only provided to the registered
customers, this affect the other customers as well, that affect the healthcare services of the Bupa
healthcare services. Choice of the people and their preference may affect the health care service
industry when it will not provide effective services to them.
Technological factor — If bupa healthcare service apply and adopt the updated technological
services in giving the BEAM unit to giving the best services to the customer then customers will
attracted toward it to call the bupa at any emergency and accidental condition. This affect the
business of the healthcare industry to provide the emergency services to their customers.
Technological updation will help the whole healthcare industry to provide effective service to
treat their patients.
Environmental factor — Environmental concern like integrated pollution prevention and
control and change in the environmental condition affect the BEAM services as very low number
of people call the bupa and BEAM to provide effective services to their customers (Capik, 2019).
They do not able to give their best services in small acute units. Pollution and bad environmental
condition may harm the medical services, medical equipments and medicines which they are
going to provide in the emergency situation to the patients.
Legal factor — Legal factor like governmental laws that health and safety law, hygiene factors,
employee wages and many of the factors of legal factors that may affect the BEAM units.
Different legislation affect the BEAM services to their registered customers in the small units in
different cities. Legal obligations like rules and acts in healthcare industry affect it when the do
not set standard as according to those legal acts.
c) Marketing mix
This marketing mix play the important role in the Bupa healthcare services to promote its
services in the small units to provide the accidental and emergency units. This marketing mix
have the great importance as it helps the bupa and its BEAM unit, by giving the clear strategies
of its, what price is being set for the emergency unit, how the promotional events can be done in
order to promote the BEAM services in different units like, London, Birmingham, Manchester,
Cambridge and leeds city centres. They will help the bupa healthcare services to increase its
services for registered services (Kotler, Kartajaya and Setiawan, 2019). It also give the
importance to the marketing planning as it give the clear understanding of all the elements that
are very important for the business in order to expand its business.

All the seven elements of the marketing mix play the important role for the BEAM units.
As it give the clear understanding of all the elements in the business that ca help the bupa to
increase its sales and to expand all the challenges and can start their emergency services to small
acute. These elements are:
Products — Products of the bupa healthcare services are emergency services that the bupa is
provided through the BEAM units in different locations. Another products are ambulance
services, diagnostic devices, pharmacy services, causality services and many more all the
products are being provided by the BEAM services unity in different locations to the registered
customers in the time of the accidents and emergency situation.
Place — This BEAM services are provide to the different locations London, Birmingham,
Manchester, Cambridge and leeds city centres in the small unit acute that help the customers to
get the best emergency services in their locations (Rehman and et.al., 2019). In these different
locations customers can get the best quality services related to their health care and emergency.
Where people can get ease and convenient services at their nearest location of these cities.
Price — As price is charged to the targeted customers, and bupa target its registered customers
through its new services unit BEAM. As the services are intangible then it will be difficult for
the management to set the price of their services. They will use competitive price strategy to
attract the customers and gain the market.
Promotions — For the promotions, BEAM unit of the bupa healthcare services can apply the
transmission of the message to the customers. Also plan to conduct the camp in the local and
small unit of the different locations. Staff and management of the bupa have to make aware
about their services of BEAM to their potential customers. They will use both traditional modern
method to promote their service, like news paper, events, and social media marketing.
People — People are consist all the individuals who contribute a lot in providing the emergency
services to their patients and customers at the time of the emergency. In this all the employees of
the bupa healthcare services play important role. In this company provide the different offers and
increase their salary in order to keep retain with company. Its nurses, doctors, and all the
healthcare service providers will be highly trained.
Process — There are different process which are being applied to the bupa healthcare services
include the different joining phase, detachment phase and feedback phase (Kemper and
Ballantine, 2019). In which all the processes are being taken in to consideration to make plan for

the marketing to fulfil all their objectives to carry out the BEAM units to provide the effective
emergency services to their customers. Standard process will be provided to al the patients and
its key employees of their organisation.
Physical evidence — It refers to the environment in which all the healthcare services of the
BEAM is being provided. Like the culture of the BEAM unit in small acute location. Its
environment of the company (Rehman and et.al., 2019). And all the modern hospital needs that
create the impact on the customers. Well cleaned unit and hygiene is one of the physical factor,
attractive organizational structure will help the bupa.
SECTION 2
a) Segmentation of the BEAM
Division of the big market place into the small segmentation comparison of individuals
who works and thinks in same line towards the same products and brand is being referred as the
segmentation of the market place. This segmentation is being done on the basis of the
geographic, demographic, Psycho graphic and behavioural, that help the bupa healthcare to
clearly understand their customers. Which is very important for the bupa healthcare to setting up
and creating marketing plan for the BEAM unit in different locations.
Geographic segmentation — It refers to dividing the market into different geographic locations
such as different nations, states and region and neighbours. In this geographic segmentation
Bupa healthcare services divide the market into the different location like London, Birmingham,
Manchester, Cambridge and leeds city centres (Ortiz and Rosenthal, 2019). And target the
different located people according to the location which is divided by the Bupa healthcare
services. This will help the Bupa to its new unit which is BEAM in order to promote in different
location according to the different region people and customers. As there are low emergency
provider available that is why these locations are to be chosen. This will help to expand the
BEAM services in those locations.
Demographic segmentation — In this, bupa divided their customers into the different groups
according to the age, gender, income, occupation, education, religion, nationality and social
class. With the help of this segmentation Bupa healthcare service get help to identify their
potential customers according to these factors. This become easy for the Bupa healthcare for its
new BEAM unit to target the people and customers. As it target to the registered customers of

the Bupa, it indirectly targeted to the high income customers to the different location where it
plans to drive that BEAM unit service for the accidental and emergency situations.
Bupa could do the B2B based segmentation, as in this, Bupa can target the same sized
healthcare service provider as Bupa, through this, Bupa can provide their emergency services to
other healthcare providers or hospitals with the help of their new service of BEAM. Bupa will
could have agreement with the other service provider where large number of the emergency
cases come. In this way through B2B market segmentation they can also increase its emergency
service of BEAM.
Psychographic segmentation – As on the basis of this segmentation, Bupa healthcare divided
there customers and patients as the children, below 20 years who have different problems, that
means they categorised their patents as according to the problems and disease they have, this
give the ease to the management of the Bupa to treat them in targeting them for the new BEAM
units.
b) Targeting of the BEAM
This is the second stage, which is being done on the basis of the segmented market. On
the basis of the different products and services and marketing is being created and the potential
customers and patients are being targeted. According to the targeted customers, management of
the Bupa create the strategies for the different customers.
In this the whole people of London, Birmingham, Manchester, Cambridge and leeds city
centres are the targeted audience. As the Bupa is healthcare services, which provide all its
healthcare services to the all the patients equally (Miller Jr, 2020). As with the help of their new
service which is BEAM unit and provide the emergency services to their customers, they do not
target and prioritize their customers, have to treat equally to all the peoples and patients. As
emergency and accidental situation is not come after informing, people do not have any idea
about this situation, so have to treat sudden at first priority to all the patients.
As the objective of the Bupa healthcare is to provide the better healthcare services to their
customers and patients ion order to increase their life and enables them to live healthier, happier
by treating all the people equally. With having this mission BEAM unit not only target single
group of individuals and patients but treat al the individual equally and give them the best
treatment services. This helps the customers or patients of the Bupa to call the BEAM unit, in
their emergency situations (Kemper and Ballantine, 2019). This give the benefits to the Bupa

healthcare services and its new BEAM unit to make recognise in the market easily, and this helps
to increase its brand image in the market. As this not focus on the profit increment but only focus
to provide the best healthcare services to the clients, customers and patients.
c) Positioning of the BEAM
Positions is consist as the last stage of the segmentation, targetting and positioning cycle
which help the company to identify the potential clients and patients to target them and can make
strategies as according to those targetted customers. This helps the Bupa healthcare service to
create the perception about the products and services in the market. This positioning helps to
increase the brand image and product image in the mind of the customers. As Bupa healthcare
service is positioning their services of the emergency services and accidental services to the
small acute locations like London, Birmingham, Manchester, Cambridge and leeds city centres,
to the small units people. This helps the Bupa healthcare services and BEAM unit services to
recognize in the small unit of the different locations of the different cities, where it plans to drive
and carry out this emergency services to the all the customers. This positioning would be done
by the marketing managers of the Bupa healthcare services which create the marketing plan to
drive the different strategies of the BEAM unit effectively in order top establish it in the different
locations of London, Birmingham, Manchester, Cambridge and leeds city centres at their small
areas, to reach the each and every emergency situation easily (Miller Jr, 2020). This positioning
helps to Bupa to set their image in the minds of the patients for a longer time and always
remember the Bupa healthcare service at emergency situation when arises in front of them.
As this will be chosen because all the services are being provided all the time 24 hours.
And ll the nurses will be available all the time.
SECTION 3
Marketing mix
Marketing mix elements BUPA
Product BEAM units, ambulance services, diagnostic
devices, pharmacy services, causality services.
Its one of the product will be its new
emergency service which is BEAM. With this
they will give the emergency services to their

patients. Other products also necessary for the
BEAM like its pharmacy services, equipments
through this they will provide the health care
service to treat their patients well.
Place Bupa will start its new healthcare emergency
service at defined locations such as London,
Birmingham, Manchester, Cambridge and
leeds city centres. Where Bupa is going to
target the B2B based marketing segmentation.
And establish the contact with the other
healthcare service of those places to give
demonstration to make aware the people of
those places.
price Services are intangible then it will be difficult
for the management to set the price of their
services (Lessmann and et.al., 2019). Prices of
the services would not bs as high so that
general people can not afford. But for the first
Bupa decided to give free emergency services
to their registered customers. This will help to
recognize the new service in the new places.
Promotions Communication tools like message, social
media, emails. Promotions can be done
through the B2B marketing, as mentioned in
the segmentation. Along with the
communication, social media and message,
Bupa get help from the other health care
service and also conduct events for the general
public of the cities.
People Knowledgable employees, specialist,

responsible employees all are important for the
Bupa and new emergency service. Along with
these, registered customers also are the
important element.
Physical evidence Modern updated medical equipments, neat and
professional appearance of the staff and Bupa
healthcare centre will be the attracted physical
evidence for the Bupa and its new emergency
service BEAM (Rehman and et.al., 2019).
Road shows, events in the places will also be
the physical evidence that will help to show
which service and equipments they going to be
use to treaty the patients in emergency
situation.
Process Providing the best health acre services at the
time of emergency and accidental case, other
medical services. In this. B2B marketing also
will be the best prices through they will
segments the market and people.
CONCLUSION
It has been summarized from the above report is that there are different principles of the
marketing that play important role in the marketing to carry out the different strategies of the
marketing. These principles of the marketing help to increase the sales of the Bupa healthcare
services. As the Bupa healthcare services expand its business and plan to provide the BEAM
(Bupa emergency acute and medical) to the registered customers. In this, marketing mix play the
important role to have the clear understanding of the different elements that will help to create
the marketing of the BEAM unit by the marketing managers of the Bupa healthcare services. It
also been analysed with the help of the environmental analysis that different factors like politics,
economical condition of the country affect the planning of the BEAM unit by thye bupa