Marketing Mix for Point & Know App in Tokyo | Desklib

This article discusses the marketing mix for Point & Know, an app designed to help tourists in Tokyo. It covers the product, price, place, promotion, and target market for the app. Additionally, it includes a task schedule for marketing and branding the app.

STUDEND ID- 2008364
UNIT CODE - MAR001-1

TABLE OF CONTENTS
Part A...............................................................................................................................................3
Part B...............................................................................................................................................3

Part A
1 d
2 c
3 b
4 d
5 b
6 a
7 b
8 d
9 b
10 a
11 b
12 b
13 a
14 b
15 d
16 b
17 a
18 a
19 d
20 c
Part B
Marketing mix
Marketing mix refers to the refers to the multiple areas where the company has to
work on. But as per the given case study it has been seen that an app which is popularly known
as Point & Know has been created. so the entire marketing mix will state how this app will help
the Tokyo tourist. With the help of this app tourist can find their desired place to roam.
3

Product
The product is Point & Know which is an application which will going to help the tourists who
will visit Tokyo. One of the best feature of this app is that it fulfils the need of the customers.
along with this, Point & Know can easily bring solution for the tourist if they face any problem
when they explore the city. This is a navigation app which will help the tourist to find their
desired place. Another feature of this application is that it is very easy to use and tourist can
easily find out their desired location. while forming the app the niche market has been decided
where this app is going to work and the niche market for this app is Tokyo.
Price
Price of the app totally depends on the services given by this app. So that customer must get the
value of their money. If this app pithed the needs of the customer, then they will not think for a
moment to pay premium prices as well. But the prices of this app is affordable and tourist can
easily enjoy all the services provided by this app. apart from this prices of this app- also depends
on the situation of competition, this app can’t charge high prices and low prices as compared to
competitors. besides this, pricing of the app also depends that do they provide free subscription
to customer when they download the app or this app comes with ads.
Place
This app is easily available to customer and tourist. They may download the app from various
channels. This is app is available on the website of the company and customers can download it
from e-commerce store and apps. besides this, app is available on other app stores. But this
company is continuously trying to make the app available on other websites as well so that
customers do not have to face any issues in finding out this app. so the place of this app is very
convenient and user friendly.
Promotion
To form an excellent promotional strategy is very important to make the entire app successful.
promotion strategy will help the app to increase awareness among the target market. As this app
is targeting Tokyo so company will put more focus on the promotion and marketing strategies in
Tokyo only. For the promotion of this app, company will do various advertisement whether they
will go for traditional marketing such as giving advertisement in the newspaper, magazine and
advertisement in television. Along with this, company can focus on social media marketing as
well, because through social media company can tap to millions of customers in a day and can
4

make the entire app popular. company can create various videos and use email marketing as
well. however, company can also create separate social media advertisements so that company
can create various mobile platforms.
Target market
The specific target market for this app is Tokyo and they are targeting all age group people
specially tourist who are not well acquainted with the town. So this app will help the people to
find out their desired place and they can freely visit the city. There are different markets
available in Tokyo such as Akihabara, Tsukiji seafood market, Nakamise shopping street and
many more so this app will help the visitors to find out their desired place where they want to go.
But the main objective of this app is to make things easier for the tourist so that they can roam
entire Tokyo freely.
So from the entire marketing mix it has been recognised that marketing mix is very important for
the entire app. This will help the company to recognise the brand image of their app in the
market. apart from this, company can easily know how much efforts they have to put more so
that they can make the app more popular among tourist. on the other hand, company will get to
know about the upgradation of this app. so that they may put more efforts on the promotional
strategies.
Task Mode Task Name Duration Start Finish Predecessors Resource Names
5

Auto
Schedule
d
Knowledge of business 6 days Thu 8/5/21 Thu 8/12/21
Auto
Schedule
d
determine target
market 8 days Fri 8/13/21 Tue 8/24/21 1
Auto
Schedule
d
study competitors 7 days Wed
8/25/21 Thu 9/2/21 2
Auto
Schedule
d
app store optimisation 8 days Fri 9/3/21 Tue 9/14/21 3
Auto
Schedule
d
creation of lending
page 9 days Wed
9/15/21
Mon
9/27/21 4
Auto
Schedule
d
set budget 7 days Tue 9/28/21 Wed
10/6/21 5
Auto
Schedule
d
marketing and
branding 10 days Thu 10/7/21 Wed
10/20/21 6
Auto
Schedule
d
promotion and
compaign 15 days Thu
10/21/21
Wed
11/10/21 7
Auto
Schedule
d
analysis of coustomer
behaviour 18 days Thu
11/11/21
Mon
12/6/21 8
6