Marketing Plan for NPA24:7 - Aston University, BMM601

This report provides a comprehensive marketing plan for NPA24:7, a company operating in the home assistance market. The plan begins with an introduction, company brief, and an overview of the products and services offered, including business-to-business and customer services. It then delves into marketing management theory and strategic marketing planning. A detailed SWOT analysis assesses the company's strengths, weaknesses, opportunities, and threats. The report also includes a competitor analysis, examining market rivals. Segmentation, targeting, and positioning (STP) decisions are explored, including geographic, demographic, and behavioral segmentation, and the identification of target markets and positioning approaches. The report outlines marketing objectives and reviews the marketing mix (7 Ps). Finally, it concludes with a plan evaluation and references. The goal is to develop a marketing strategy to help NPA24:7 achieve its objective of acquiring 15,000 new retail customers by 2020, while balancing revenues across different sectors and addressing strong competition in the consumer market.

Running head: MARKETING MANAGEMENT
Marketing plan on Npa24: 7, UK

MARKETING MANAGEMENT 2
Table of Contents
Introduction..........................................................................................................................................3
Company brief.....................................................................................................................................3
Products and Services.......................................................................................................................3
Introduction to marketing management and strategic marketing planning (Theory).................3
SWOT analysis of the company.......................................................................................................4
Competitor analysis............................................................................................................................5
Segmentation, targeting and positioning decisions........................................................................7
Segmentation..................................................................................................................................7
Target market..................................................................................................................................8
Positioning approach......................................................................................................................9
Marketing objectives...........................................................................................................................9
Marketing mix decisions – review the 7Ps......................................................................................9
Plan evaluation..................................................................................................................................12
References........................................................................................................................................13

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Introduction
The main aim of this report is to develop a marketing plan for Npa24:7. This report
presents the competitor's analysis and SWOT analysis of the company. It also
illustrates the marketing mix, and segmentation, targeting, and positioning of
Npa24:7. In the last, it discusses the plan evaluation for Npa24:7.
Company brief
Npa24:7 offers home emergency that covers through home emergency experts. It is
intended for their products for specifically accomplishing the requirements of owners
for new build properties. While cover through house builder expires, then it can
provide a feasible solution in order to continue protecting the home they love. The
aim is to enhance and sustain the reputation (Npa24:7, 2019).
At Npa24: 7, the company can work with customers for developing a bespoke
service that tailors company values and needs of consumers. Whether a customer
needs support related to out of hours then a company can help customers.
Consumer service advisors of the firm is particularly trained to practice the unique
diagnostic software ideas. It helps to develop home emergency issues as well as,
adhering to procedures (Npa24:7, 2019).
Consumers can talk to real, empathetic individuals who instruct them by a range of
self-help solutions in order to eliminate unnecessary dispositions. It also agrees for
deploying the nominated contractors. When for any reason, they are not obtainable,
then the firm has its own vetted specialists that perform for approved standards as
well as, call out rates in around clock (Npa24:7, 2019).
Products and Services
There are different products and services of Npa24: 7 such as business to business,
and customer services. Business to business entails housing association
housebuilder, and insurance services (Npa24:7, 2019).
Introduction to marketing management and strategic marketing planning (Theory)
Marketing management addresses marketing opportunities as well as, comes out to
a feasible approach in order to explore those opportunities in a profitable way. It
should execute marketing initiatives and assesses continuously about the
significance of the marketing mix. Marketing is the procedure in order to perform
things done in an organized and significant way (Sotelo and McGreal, 2016). The
aim of marketing management has efficient operation related to marketing practices.
Marketing management could smoothen the procedure for exchanging the

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ownership of products and services from seller to purchaser. Marketing management
like all other fields of management contains functions about planning, organizing,
directing, coordinating, and controlling (Crosby, Devaney, Lizieri, and McAllister,
2018).
Strategic marketing planning
Strategic marketing planning could be entailed as a creative procedure in its own
right. Management and operations teams can make efforts for coming up and
execute practical marketing approaches that could guarantee a constant business
flow for the firm.
An effective marketing plan can permit a company entity for increasing its market
share that outcomes in generating more profits as well as, revenues. Since, firm
expands, then it can enjoy higher economies of scale as well as, fewer operational
expenses (Devaney and Scofield, 2015).
The strategic marketing planning procedure can connect to production engine for
consumption. The specifics associated with strategic marketing plan would vary
through business to business as well as, industry to industry. However, all plans can
entail different components such as company positioning, goals and strategies,
defined target market, market opportunities, and marketing budget (Keegan, 2017).
SWOT analysis of the company
Strengths
• Credible management team
• Artificial intelligence
• Omnichannel program
• Market expertise
• Underwriter relationships
• FCA authorized
• A number of competing suppliers
is relatively small (Keegan,
2017).
Weaknesses
Npa24:7 has only local presence as
compared to global availability.
The increasing availability associated
with online brand has constrained
growth (Haslam, et. al., 2015).

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Opportunities
Npa24: 7 could motivate brand by
promotion, sponsorships, and
advertising.
It could focus on growth by strategically
acquisition and franchise tools for
emerging countries.
It can initiate the stores within newer
geography since it could enhance the
firm for Npa24:7 (Siemieniako and
Gębarowski, 2016).
Threats
Increasing home building expenses
would affect the whole profit margin.
Recession within economic could
obstruct overall growth strategy with
respect to initiating high number of
stores.
High rivalry among key market
respondents could influence the
business performance of Npa24: 7
(Newell, 2016).
From the above interpretation, it can be evaluated that Npa24:7 has different
strengths such as the Omnichannel program, artificial intelligence, market expertise,
number of competing suppliers is relatively small, FCA authorized, as well as,
credible management team. It is also evaluated that Npa24:7 has a local presence
rather than a global presence. It is identified that availability is increasing related to
an online brand. It has also constraint growth (Kalu, Buang, and Aliagha, 2016).
Competitor analysis
Competitor Housing
Associatio
n
House Builder Claims
Market
Retail
Sales
British Gas X
HomeServe X
AXA Assistance X
CET X
LIM Legal/AmTrust X
Claims Consortium X
Clients In House
Solution
X X
Other Utilities and X X

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Assistance
Companies Who
Outsource Service
Delivery (e.g. DAS,
Coplus)
Safeguard X
Generalist Call
Centres
X
On-Line Review
Sites (e.g.
Checkatrade)
X
Local Tradesman X
Threats of New Entrants
There are higher chances of threats for new entrants to enter into the real estate
industry. In such a way, it is analyzed that various innovation technique is developed
by the new organization and they also implement these techniques to deal with the
employees and their clients. Hence, it may generate many complexities for the
Npa24: 7 (Shen, Zhang, and Long, 2017).
Along with this, a lower-cost strategy can be used by the new entrants and it offers
an innovative value proposition. It has a direct impact on decreasing the expenses
for influencing the larger number of customers. It is necessary for the Npa24: 7
organizations to decline the difficulties or hurdles and should develop relevant
strategies to secure their position in the competitive marketplace (Greenfield, 2019).
Bargaining Power of Suppliers
An organization could get appropriate information related to house building and
insurance services by various suppliers of the real estate industry. These suppliers
could decrease their margin to maintain their position in the competitive market. But
at the same time, it is also observed that Npa24: 7 should practice a prominent
approach. These suppliers can deliver products and services at a relevant amount to
the organization as well as these goods would be fairly standardized, have minimum
moving costs and less uniqueness (Walker, 2016).
Bargaining Power of Buyers
This power enables the organization to easily move on another supplier and it could
be a weaker point for the supplier’s bargaining power. In order to this, it is also found

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that within the real estate industry, the realistic threat cannot be provided by the
suppliers for dealing with the Npa24: 7. Hence, it exhibits the weak strength of
suppliers bargaining power (Hofman and Aalbers, 2019). It is demonstrated that
buyer’s income in the real estate industry is low and it has a direct impact on the high
demand of products which have low cost because buyers concentrate on the
cheaper products. Along with this, it also forms weaker power for the buyer’s
purchasing power in the real estate industry (Watson, 2016).
Threats of Substitute Products or Services
There are some substitutes that are accessible for products that could be
manufactured within an industry where Npa24: 7 deals. There are also some
available substitutes that could be manufactured with low profit-earning sectors. It
indicates that there is no ceiling regarding maximum profit that a firm can earn
without industry where, Npa24:7 deals. All of these factors could create threats
regarding the substitution products that can weaken the forces within real estate
fields (Baum, 2015).
Rivalry among the Existing Competitors
The fixed expenses are higher within real estate sector where Npa24:7 deals. It
develops a firm within the sector in order to push full capacity. It also indicates these
firms could decline their rates with respect to declining demand. It may develop
rivalry among different competitors such as HomeServe, compare the market, and
check trade that has also stronger forces with respect to the real estate industry
(Harris, 2016). There is some rivalry that has a larger market share therefore it
indicates that Npa24:7 should engage in developing competitive practices.
Consequently, it would aid in obtaining competitive benefits and become a market
leader. It may also develop rivalry between current firms that is string forces within
real estate sectors (Harris, 2015).
Segmentation, targeting and positioning decisions
Segmentation
Npa24:7 can select specific market in order to enhance the revenue in the UK
market. This firm deals with different products and services such as business to
business and customers. Business to business products is housing associations,
insurance services, and housebuilders. Market segmentation could be categorized
into several alike subgroups (Lepper, et. al., 2016). This kind of segmentation could
be significant in terms of selecting the target market that has distinct traits, needs,

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and desires. The key segmentation could be classified into different parts such as
demographic, geographic, and behavioral (Balmer and Yen, 2017).
Npa24: 7 could segment target market as per different factors:
Geographic segmentation
Npa24: 7 company would select distinct urban areas of the UK for selling their
products and services. Because, in UK urban areas, consumers can develop more
demand for housing associations, insurance services, and housebuilders (Baker and
Saren, 2016).
Demographics: Age
Npa24: 7 would target consumers who belongs to different age groups like 25 &
above age of the group. These age-groups of consumers would highly buy houses
and insurance services as compared to other products and services. But, these age-
groups of individuals can make efforts for comparing price and quality of products as
well as, provides preferences to real estate firms (Antonakakis, Gupta, and André,
2015). Consequently, a firm can create premium quality products and price-sensitive
strategies for target consumers. This innovative product will be advantageous in
terms of meeting customer requirements because of superior quality and affordable
rates (van Loon and Aalbers, 2017).
Behavioral Segmentation:
Npa24: 7 could classify the consumers according to customer behavior regarding
real estate products and services such as housing builders, housing associations,
and insurance services. Under such segmentation, a firm can focus on loyal
consumers but there is a need for offering affordable and discounted real estate
product and service prices to their consumers. As a result, it will be advantageous in
order to influence business and consumers towards real estate products and
services (Kalu, Buang, and Aliagha, 2016).
Target market
The innovative product could lead the consumers with regards to Npa24: 7 firm
because it would offer the affordable ranges of products and services in the real
estate market as well as, delivers healthy products to consumers. Hence, the target
market related to Npa24: 7 for innovative products would be business class
customers and end-customers. Consequently, it could lead the opportunities in order
to beat the rivalry in UK market (Npa24:7, 2019).

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Positioning approach
Npa24: 7 company would emphasize consumers who creates the desires for
housing building in the UK market. It would offer the quality products and services
since it has a higher demand in the marketing environments in the present condition.
It would develop a favourable image between consumers by creating innovative
housing association and offering added value to the business (van Loon and
Aalbers, 2017). Consequently, the targeted consumers would be ready for paying
higher rates for purchasing housing maintenance services. This innovative product
would develop a distinct image as well as, pull the attention of a large number of
consumers with respect to the firm since, this product will be significant for
consumers in order to get modern and secure lifestyle (Antonakakis, Gupta, and
André, 2015).
Marketing objectives
 To acquire 15,000 new Home Emergency Expert (retail) customers by 2020
 To enhance market share by 25% through the application of positioning
strategies in next 2 years
 To balance the revenues across these sectors such as outsourced claims
market (business to business) and direct to consumer retail brand
Marketing mix decisions – review the 7Ps
Product
In the context of Npa24: 7, it can provide the housing association, housebuilders,
and insurance services that takes maximum time as well as, efforts for selling
purposes. Conducting investigations can increase the knowledge regarding target
and their wants. It would aid to make sure the list about different sought-after
properties. Time on the market would be shorter, meaning less of time is essential
for aiding the property sale and it would increase a more profitable rate of return
(Balmer and Yen, 2017).
There are two extents of product offering, physical properties, and services that
provide bringing two parties in order to agreed knowledge about transactions. It
could be key to being a highly effective agent and agency (Harris, 2015).
Price
Home emergency products could be sold on a retail basis that would range from £45
to £300 that is relied on the extent of cover provided and technique of customer
acquisition. In addition to this, policies would be range from £155 to £239. The key

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strategy of Npa24: 7 is to provide the policies with an inclusive level of cover at
minimum cost to competitors. However, they are required through financial conduct
authority in order to disclose what they are possibly for paying in the next two years.
This is the price that a customer would pay for products and services (Baum, 2015).
In Npa24: 7, when customers do not price property feasibly, then marketing does not
matter. The property would also unlikely to sell. Having a pricing approach and
educating vendors on purchaser behavior supports in organizing the emotional
rollercoaster they would typically face. It can be authoritative data sources and highly
sort out proficiency by remaining abreast of pricing trends in different areas (Hofman
and Aalbers, 2019).
Property prices could fluctuate for instance many investor practices could be poised
in order to take place before ending the financial year because of legislative
transformation. Comprehending seasonal sales cycles as well as, rental migration
structure of the area is significant hence Npa24: 7 could advise clients when demand
would be increased for their property and the higher price would be attained. Hence,
conducting investigations regularly and making sure that market knowledge remains
up to date (Walker, 2016).
Place or positioning
It is the location in which products and services are available for consumers. It could
be either physical location and digital presence however highly in real estate is a
combination of two that are made available for businesses and customers. It could
be either physical location (bricks and mortar) and digital presence (online
shopfront), however high in real estate is a combination of two (Greenfield, 2019).
Brand set of Npa24: 7 faces tone of voices for an agency and it could be conveyed
by visual marketing, physical offices, presentation as well as, professionalism of the
staff. Each of these is associated with touchpoints, ways and places where,
customers can interact about a brand (Shen, Zhang, and Long, 2017).
It is significant to develop a well thought through the brand as well as, interacts key
messages regarding business in a continuous manner. Each time, a customer can
interact with a brand that they should have proficiency that rings true to firm ethos. It
could be key ingredients in terms of developing market that leads the real estate
brand (Kalu, Buang, and Aliagha, 2016).
Promotion

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Npa24: 7 should focus on encouraging the popularity of products in the marketplace.
Although, in current times, digital marketing has transformed it is highly used in the
housing market. In recent times, housing building is advertised in online and print
medium that sells faster as compared to that information that advertised only through
online channel. The research indicates that there are a number of housing builders in
the UK that were advertised on online and print media sold within their campaign
time as compared to only few housing associations were advertised using online
platform only (Newell, 2016).
People
These are people that directly and indirectly entailed in the trade of products and
services. Marketing is a team effort and the whole team would be indirectly and
directly entailed in selling housing, and providing maintenance services. By
developing favorable culture and offering training to workforces in across the Npa24:
7 business can make sure that they have competency for offering best services.
Providing training would be supportive in retaining staff as well as, directly
strengthen the agency brand in the marketplace (Siemieniako and Gębarowski,
2016).
Physical evidence
It entails any physical demonstration of product and services entailed in
communication among real estate agent and buyer or renter. Considering
standardized procedures in places and developing templates for property marketing
would be supportive in declining errors, reducing time essential for creating new
material, streamlining approval procedure as well as, making sure to consistent
brand messaging. It could be supportive in terms of tracking the significance of
spending across multiple platforms and determining the outcomes for campaigns
(Haslam, et. al., 2015).
Process
In this step, Npa24: 7 should focus on delivering products and services to
consumers. By considering the procedure in places, Npa24: 7 can teach the
workforces to effectively interact with clients and offering mechanism for consumer
feedback. The company can also strengthen its liaison with the housing builders and
housing associations. Although each client in real estate would have distinct needs
and wants, the basic procedure should make sure that each client can get the same
extent of services. There should be also defined fields in which, the client can prefer

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for accommodating to offer distinguished experiences (Shen, Zhang, and Zhang,
2017).
Plan evaluation
Feedback
Npa24: 7 can execute feedback tools and gathers opinions regarding consumers in
terms of gaining an understanding of the real condition of the firm. Moreover, the
feedback tool could be significant for Npa24: 7 with regards to increasing the brand
awareness (Shen, Zhang, and Zhang, 2017).
Return on investment
Under the digital marketing plan, return on investment could be a significant
approach since it would evaluate the overall outflow and inflow with respect to cash.
This tool could direct the firm in terms of spending money on particular fields
regarding goal attainment. This technique is implemented for assessing the success
of marketing approaches. But it relies on distinct kinds of objectives (Devaney and
Scofield, 2015).