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Executive Summary: The name of the company is "Benefit Medical Apparel". James Reynolds is the cofounder of this company. He got the idea from the "athletically engineered medical apparel" when he worked in a pharmacy. The Benefit Medical Apparel provides the medical world a comfort of an athletic fit scrubs to promote healthy lifestyle. Their scrubs give a new look for those healthcare professionals who allows wear a uniform in the workplace with confidence. Their scrubs are of higher quality that are stretchy, breathable and more functionable as well as wrinkle-free.
They use many social networking sites for the promotion of their products such as their biggest platform is Facebook.
Revolutionize the medical industry by developing comfortable scrubs for them.
Healthcare professionals from 18-36.
The Benefit Medical Apparel is a Veteran Owned and Operated company which sells athletic fit scrubs to promote healthy lifestyle to healthcare professionals. It was originally comprised of three founders James Reynolds, Dylan Crolin and Justin Culver.
4.7 (348)
“ Amazing as always, gave her a week to finish a big assignment and came through way ahead of time. ”
They are all Oklahoma natives and they work in U.S Airforce Veterans. Before the Benefit Medical Apparel, they were just three regular guys who had a passion for creating something better for hardworking healthcare. Then they officially launched the Benefit Medical Apparel in May 2016.
Basically, Benefit Medical Apparel is medical scrubs for like nurses, doctors and any type of health care professionals. But rather than boxy, boggy traditional looking scrub. They are more of like an athletic fit, performance four way stretch fabric. So, they are more breathable, more functionable and moveable and just overall higher quality uniforms.
An organisation's core values are the fundamental, passionate, and enduring principles that guide its conduct over time. The core values of the Benefit Medical Apparel are customers satisfaction by providing them affordable and good quality stuff so that they feel comfortable and confidence while wearing them.
Mission/VisionMission: The main mission of the Benefit Medical Apparel is to reshape the medical industry by developing scrubs which provide healthcare professionals comfort and confidence while promoting a healthy lifestyle.
Non-Financial Objectives: They develop new products for the customers who enjoy diet and fitness lifestyle. Secondly, they focus to improve customer satisfaction with their customer services.
The want to increase the product line by promoting healthier lifestyles for healthcare professionals.
Core Competency and Sustainable Competitive Advantage:The first core competency of the Benefit Medical Apparel is that it is E-commerce. They promote their clothes on many websites so that people can easily order them by sitting at home. The second one is its customer service. Nowadays, they offer notch customer service to those customers who are confused with size and style of the product.
The Benefit Medical is a local company based out of Owasso, Oklahoma. It is Veteran Owned and Operated medical apparel organisation. Their scrubs started a healthcare revolution so that they are the first scrub company who offers a well performing, more comfortable and better set of fitting set of scrubs. They are currently the fastest growing scrub company in the world due to the larger presence on the social media than all their competitors.
Competitive Analysis:Their competitors are the other scrub companies in the market such as Blue Sky, Urbane and Fashion Nova etc. They are also providing the same variety of scrubs as well as they are using the same stuff, stealing ad copy word to word.
Their number one customer are the females from ages 18 to 24. Another high portion from 25 to 36 and their 90% customers between the ages 18 to 36.
The marketing system of Benefit Medical Apparel is very simple. They are 100% digital media. Their biggest platform for promotion is Facebook. They also have pages on other websites such as on Instagram, twitter and have a YouTube channel. They are also looking to launch podcast as well as digital magazine so that they promote their products for those who enjoy the healthy lifestyle. They should organize the events at different places like yoga events and other healthy events for those who are unable to follow the healthy lifestyle because of their busy schedule. They are not keen on Twitter but must pay attention on very website.
They plan to increase their product line in the upcoming years. So that they promote their products not only among the youngsters but also for kids.
Five Year marketing objective: They don't have as much capital as a larger company and some of their competitors have so their five-year plan is to make their capital strong.
Target Market: Their target market are those people who enjoy diet and fitness lifestyle. They also target healthcare professionals who are between 18-36. They want to promote scrubs on daily basis not only for the work.
Points of Difference: The Benefit Medical Apparel is a kind of scrub company that promotes stylish and comfortable fabric which adjusts to all body types and allows maximum maneuverability which is very different from other brands. They are athletic fit, and four way stretch stuff, liquid resistance, more functionable and breathable, moisture-wicking and wrinkle-free fabric.
Positioning: The Benefit Medical is the first company who offers well performing and more comfortable scrubs. They are the fastest growing scrub company in the world which promote healthier lifestyles for healthcare professionals. Benefit is more than just a brand, it is a lifestyle.
Marketing Program: The market program includes some specific actions for each part of the marketing plan. Everything that has gone before in the market plan sets the stage for the market mix actions which covers the four parts like product, price, promotion and place (distribution) strategies.
The Benefits Medical Apparel introduces their new products in the market which promote the healthy lifestyle, diet and comfort availability of customers. But we know that females are more like to do shopping so that they focus to introduce the new stuff for them to increase their sales. The items like jackets for both the sexes, introduce children scrubs as well as long sleeves t-shirts. They also allow the customers who want to try their clothes before they buy. So, they can remove their doubt related to quality and size of the product.
Price Strategy: The Benefits Medical gives discounts on many items as well as they also offer three combos in order to increase their product line.
They should promote the products in the following ways:
They should promote their new products on special events such as on yoga day, Family day, and athletic events. They also give them a chance to touch the stuff and allow them to try before they buy so that they can trust on them.
No doubt, they are 100% digital media as well as they have many pages on different sites, but they also do a physical promotion like place banners in the big cities as well as do promotion in big malls from where people know about their products.
They promote their products on many sites such as Facebook, Twitter, and YouTube but also do a partnership with other famous sites such as Amazon which is very popular among all the ages so they should try to promote their products on such sites in order to increase the customers and sales.
They should try to do home deliveries free and give the fast service to the customers.
Place (distribution) Strategy: They should open the local stores in the big cities and place banners there in order to increase the product line. They also develop a partnership with the other big countries such as Amazon which is very popular these days. They should organize the events where they give chance to those customers who want to try their products such as in hospitals, gym centers, and Yoga Centres.
Financial Data and Projection: Past Sales Revenues: They didn't give any source related to their past sales, but the main aim of Benefit Medical Apparel is to promote a healthy lifestyle among the customers by bringing different scrubs in the market.
Five-Year Projection: They promote their products in the international markets as well as they also raised their capital in the future because their capital is zero as compared to their competitors. So, they bring new stuff in the market in order to increase their sales.
Organization: James Reynolds and Justine both are the main heads of the company. So, they handle all the responsibilities related with the promotions and take decisions about the quality and quantity of the products. And Aaron manage the budget finances. He handles the budget-related to different activities like discounts and coupons, gift cards as well as how much budget needed for advertisements.
Implementation Plan:They have a plan to launch a podcast as well as launch a digital magazine for the promotion of their new products. They must set the budget for online deliveries, advertisements and for other activities which they done for the promotion of their business.
No doubt, this is very famous because of their scrubs but they also have some weaknesses on which they must focus so that they increase their future sales they also need a budget plan for the promotion of their upcoming items in the market and other activities.
Marketing Plan for Benefit Medical Appare. (2019, Nov 14). Retrieved from https://studymoose.com/marketing-plan-for-benefit-medical-appare-essay
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