Introduction 

In recent days, every business organization needs to choose a proper market strategy that can help the firm to survive in a competitive market. In the current study, the mission, vision, and target customers of the Plumtell Diabetic Centre (PDC) are analyzed by the learner. In addition, a digital marketing strategy of this organization on social media platforms is reflected here.

Mission and Vision  

The vision of the Plum Tell Diabetic center is to provide quality care to diabetic patients so that they can achieve ultimate satisfaction. The mission statement of Plumtell focuses on finding out experimental based evident treatments for every form of diabetes. In addition, the aim of the organization is to introduce equality and diversity in the care of diabetic patients.

Target market  

Customer

The target market of an organization can be emphasized as a group of customers, which are targeted by the firm to display its chosen products (Patrutiu-Baltes, 2016). In the scenario of Plumtell, it is seen that the primary target customer is the diabetic patients of Australia. From a recent study, it is seen that the number of patients suffering from diabetes is increasing dramatically in Australia over the past few years. In 2018, a total of 1.2 million people in Australia were suffering from diabetes, which is 4.9% of the total population (aihw.gov.au, 2020). In the scenario of Plumtell, a digital marketing campaign needs to be introduced so that the popularity of the company would be enhanced in Australia. The service that has been chosen for the digital marketing platform is the diabetic service of Plumtell.

Segmentation

Market segmentation can be reflected as the technique by which the target customers can be divided properly according to age; gender, occupation, geographical area, and income level (Vieira et al. 2019). In the scenario of Plumtell, it is seen that the marketing department of this firm needs to divide the market according to demographic segmentation. With the help of demographic segmentation, the target customers of Plumtell into age, gender, income range. It has been seen that the people who are aged above 40 years are more prone to develop diabetes.

Other details

The diabetic customers of Plumtell can be divided into three groups according to age. Below 40 years, 40 years to 60 years, and above 60 years. In terms of gender, both male and female diabetic costumes are focused. In terms of geographic location, the digital marketing campaign is targeted to the customers of Australia. In addition, this company has targeted a lower to higher income group of customers, so that customers from all income levels can get the type of diabetic care service of Plumtell.

Selection of digital media 

The choice of proper digital media is essential for an organization that can bring the success of the digital campaign (Mandal & Joshi, 2017). In the context of the company Plumtell, the primary digital media platform that can be chosen by the organization is the website of this company. The facilities of diabetic care of Plum Tell along with the expertise skills of its doctors regarding diabetes can be displayed on the website. In addition, social media platforms like Face book and Instagram can be used by the company to attract more customers.

Justification of choices

From a recent report, it is seen that the total users of social media in Australia is 18 million, in addition, penetration of social media in society is 71% (Statista, 2020). 

Figure 1: Social media penetration

(Source: Statista, 2020)

Face book and Instagram are the most used social media platforms and the selection of these mediums can help Plumtell to reach the maximum of target customers. In addition, digital marketing on the company website has been selected so that the website surfers can know about their services in detail.

Reviewing the organization’s website 

Identification of website updates

From the website of the organization, it can be seen that there are no expertise details of their doctors which can attract the customers to take service from this firm. In addition, the special discount facility for needy patients is not mentioned. These services need to be updated on the website. The website needs to be updated with charges for every service along with the price ranges.

Rationale for the updates

The issue is that as there are no detailed specifications of the services and doctors on the website of Plumtell, it is seen that the customer reach of the company has been reduced. The lack of expertise, skill, and knowledge of the website developers of Plum Tell is the reason for this issue. In case this issue would not be resolved, the customer base of the company can be rescued. With the help of the updated website, maximum diabetic patients can see the advertisement and can get to know about their services.

Conclusion

From the above scenario, it is seen that demographic segmentation has been used by Plumtell to divide the customer base. Website media along with social media campaigns can be selected by Plumtell to reach a maximum number of diabetic customers.

References

aihw.gov.au (2020). Diabetes. Retrieved from: https://www.aihw.gov.au/reports/diabetes/diabetes/contents/how-many-australians-have-diabetes

https://www.academia.edu/download/53578258/11_ijsrm.pdf

Mandal, P., & Joshi, N. (2017). Understanding Digital Marketing Strategy. International Journal of Scientific Research and Management, 5(6), pp.1-18. Retrieved from:

Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 9(2), 61. Retrieved from: https://pdfs.semanticscholar.org/486b/56f34dc6629d7ed74f054b857b56f74a52d6.pdf

Statista (2020). Active social media users as percentage of the total population in Australia. Retrieved from: https://www.statista.com/statistics/680201/australia-social-media-penetration/

Vieira, V. A., de Almeida, M. I. S., Agnihotri, R., & Arunachalam, S. (2019). In pursuit of an effective B2B digital marketing strategy in an emerging market. Journal of the Academy of Marketing Science, 47(6), 1085-1108. Retrieved from: https://fardapaper.ir/mohavaha/uploads/2020/09/Fardapaper-In-pursuit-of-an-effective-B2B-digital-marketing-strategy-in-an-emerging-market.pdf