Marketing App: Segmentation, Product Elements, Pricing Strategy, and Communication Proposals

This report discusses Direct Quest, a guiding app for vegetarian restaurants in Paris, and covers the best approach to segmenting the market, ideal customers, product elements, pricing strategy, and marketing communication proposals. The report concludes that marketing mix is a useful framework for establishing effective insights on future trends and variables.

Marketing App

Contents
INTRODUCTION...........................................................................................................................1
Marketplace for the app..........................................................................................................1
Best approach to segmentation of market..............................................................................1
Ideal customers of app............................................................................................................2
Product element of the app.....................................................................................................2
Pricing strategy.......................................................................................................................3
Marketing communication proposals.....................................................................................3
Marketing communication Gantt chart...................................................................................5
CONCLUSION................................................................................................................................6
References:.......................................................................................................................................7

INTRODUCTION
In marketing app is defined as marketing of any application, or short app, which is used
by several mobile devices. Organisations take use of the marketing app with the aim to attract
largest possible number of the users for an app (Bahador, 2019). Marketing app has been
categorised as a part of the mobile marketing, but it is differ for the marketing by focusing on
apps, whereas in the mobile marketing, mobile devices are considered to be a distribution
channel for the advertisement. This report will be based on a marketing app (Direct Quest) that
guide individuals to the vegetarian restaurant within Paris. Therefore, this report is going to
cover best approach to segment the market, proposal for the product elements, pricing strategy
and marketing communication
Marketplace for the app
The term market for place is used where sellers and buyer meet to exchange their goods
& transact in a specific product class. It has been identified that Direct Quest is an online
platform that provide services to its user online. This digital space has been identified as
marketplace of Direct Quest through which vegetarian individual reach to vegetarian restaurants.
As it is very difficult for the vegetarian people to find vegetarian restaurant, therefore, by
identifying this gap, Direct Quest app has been created with the motive to fulfil this gap.
Organisation has comes with this innovative line of the app to its customers according to the
modern & technological advancement. This app helps people in finding the restaurants as per
their choice and provides them an affordable service. This app will fulfil their requirements by
identifying their need and guide them to reach the vegetarian hotel.
Best approach to segmentation of market
It is defined as breaking down the audience into few segments. Segmentation helps in
targeting just the individuals most likely to become satisfied customer of a brand or product. This
practice helps in defining and better understanding of target customers (Baig and et.al, 2020). In
context of Direct Quest, demographics and psycho-graphic are most suitable segmentation for
the app. In demographic, it has been segmented its market on the basis of age in which it include
the younger generation. Apart from this in psycho-graphic, this app has segmented on the basis
of individuals' mentality as many people avoid non vegetarian food due to their ethical reason.
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Main reason to use the psycho-graphic segmentation is that, this division help in understanding
individual's mentality or personality as mostly people are very strict regarding their ethical
values. Apart form this, with the help of demographic segmentation, it become easy to obtain
data without spending much. Demographic information tends to be easier for assessing &
measuring due to availability of data itself and steady flow of updates.
Ideal customers of app
This term is used to describe process of determining right target audience of a specific
brand or product. Target market is considered as a particular group of individual with shared
characteristic which an organisation markets its services or product. Customers are considered as
centre of everythin (Filbert and Anthony, 2018) It has been analysed that younger generation
will be most suitable and profitable target customer for the Direct Quest as consuming the plan
based food is more than just a trend for the Millennials & younger generation. Along with the, it
also target those individuals who want to give up the non vegetarian food due to any health
reason or ethical reason. Therefore for such kind of individuals, Direct Quest is very helpful as it
will guide them to vegetarian restaurant in Paris. These ideal customers help in understating
potential customers & craft marketing strategies which help in meeting the organisational and
marketing objectives.
Product element of the app
 User friendly navigation- As mostly user tend to show a less patience level to an app
which has poor navigation, therefore, Direct Quest, allow the use to find & use what they
want with ease. It will provide a clutter free experience.
 Graphic design- As apps with attractive design and quality graphic are captivating to the
user's eyes. Hence, Direct Quest, has used an intuitive image, animation, high quality,
design and visual with the motive to keep the user engaged
 Battery and processor usage- Various apps overwork due to which it lead to a high
battery usage (Ghiffarin, Priyandari and Liquiddanu, 2019) By taken into account this
issue, Direct Quest, is developed in such a way that it does not consume much energy.
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 Budget- Project cost of this app is calculated as very reasonable. Therefore, its price is
also very affordable and reasonable that will make it easy for users to say yes.
 Security- It has been observed that customers are very concerned for security of their
personal data and information in mobiles. Therefore by focusing on this issue, Direct
Quest, has been created by considering all the possible ways that make it safe.
It has been examined that all the above mentioned product elements are very effective that can
gain attention of any customer as all these elements or first concern of any user. Thus, it can be
assumed that this proposal will work efficiently.
Pricing strategy
In marketing pricing strategy plan an instrumental role in getting any app the initial
traction & visibility in app store. It is related to how individual earn money value & popularity
through the app (Kenu, 2019). This will aid in gaining the initial tractions & visibility in app
store. But, app's pricing strategy is not as as straightforward as it seems because it depends on
different elements including app's performance, market competition and user psychology. In
relation to Direct Quest, its pricing strategy will be based on market driven pricing as it is most
effective approaches for setting an ideal price for the marketing app. Price of the considered app
will set according to the current market price. Pricing tactics are used with the motive to know
that how this product is received by the market. This pricing tactics will help to remain
competitive within market place.
Marketing communication proposals
The marketing communication proposal is used with the purpose to inform audience
about a specific product or services which is available for purchase. In relation to the Direct
Quest, marketing communication proposal is mentioned below:
 Identify the audience- In is related to whom do organisation need to communicate, what
is audience for the specific product (Malelak, Setiawan and Maulidah, 2021). Therefore
in relation to Direct Quest, it has been analysed that this guiding app has target the
vegetarian audience who looks for a vegetarian restaurants. Main target audience of this
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app is younger people as they are very health conscious and few of them are connected
with their ethical values.
 Determine goals & objectivise- It is related to why communicate? What organisation
wants to attain. Main objective of the Direct Quest is to earn profit by providing guiding
services to vegetarian individuals. They want to increase awareness about this app among
the individuals.
 Determine key message- It is related to what organisation need to communicate. In this
they develop a concise and clear message that communicate to their audience what they
do and how they do it in simple and easily. In connect of Direct Quest, its message to its
audience is “if you keep vegetarian food in your fridge, you will at good food” through
this message they want to promote the vegetarian food within society.
 Develop tactical plan- It is related to how will communicate, to whom and when. In
relation to the Direct Quest, organisation will communicate to the audience through
different platforms including social media, television and others. At these platforms they
will communicate to their target audience and guide them to reach their destination.
 Identify measure of evolution- It is related to how to know about success (Sisodiya and
Sharma, 2018). Therefore, in context of Direct Quest, organisation will measure their
success by observing customer’s reviews, rating and comments.
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Marketing communication Gantt chart
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CONCLUSION
From the above report it has been concluded that marketing mix is most crucial aspect in
marketing. This report has been discussed about a guiding app that guides people to vegetarian
restaurants. Therefore, in this report, different element of marketing mix like product, place and
promotion has been discussed. Analysis of these elements helps in determining the marketing
effectiveness and ROI. Along with this, it also helps in managing & allocating an effective
budget for the app. Therefore, marketing mix is a useful framework that establishes effective
insights on the future trends & variable efficiently.
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References:
Books and Journals
Bahador, M.H.H., 2019. The effect of marketing mix on organizations performance. In 1st
Strategic Management Conference 2019.
Baig, M.W. and et.al, 2020. The Impact of Marketing Mix and Customer Value on Customer
Loyalty.
Filbert, A. and Anthony, W., 2018. The Impact of Marketing Mix of 4Ps (Product, Price, Place,
and Promotion) towards Repurchase Intention with Customer Satisfaction as the
mediator: In the Case of Uniqlo. iBuss Management. 6(2).
Ghiffarin, A.R., Priyandari, Y. and Liquiddanu, E., 2019, April. Marketing analysis for e-
commerce improvement in small and medium enterprise of batik using e-commerce
marketing mix model. In IOP Conference Series: Materials Science and
Engineering (Vol. 495, No. 1, p. 012044). IOP Publishing.
Kenu, A.Z., 2019. Effect of marketing mix strategy on performance of SMEs evidence from
selected manufacturing enterprises in Southern region, Ethiopia. International Journal of
Science and Research (IJSR). 8(12). pp.1129-1133.
Malelak, S.L., Setiawan, B. and Maulidah, S., 2021. The Analysis of Marketing Mix on
Consumer Loyalty: Empirical Study of Customer Satisfaction of Local
Product. International Journal of Business, Technology and Organizational Behavior
(IJBTOB). 1(3). pp.160-168.
Sisodiya, P. and Sharma, G., 2018. The impact of marketing mix model/elements on consumer
buying behaviour: A study of FMCG products in Jaipur City. Int. J. Tech. Res. Sci, 3,
pp.29-31.
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