This document discusses the marketing mix of Point & Know, a mobile application that provides information about live music gigs in New York. It covers the product, price, place, promotion, people, process, and physical evidence aspects of the marketing mix. The document also includes a conclusion and references.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Mini case
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Introduction Planning and implementation of right strategies can assure success to new business. Point & Know is an application for travelers who are visiting New York and want to attend live music session around them. Below is marketing mix of the company: Product Point & Know will provide user information about live music gigs in New York. It also allows them to book their seats in advance so they do not have to wait in long queue. This application will mainly target millions of travelers who visit New York every year (Singh, 2012). But beside this, it will also target localities that are currently living there. Companies like Songkick and ticketmaster are few existing competitors; but they do not target travelers and this factor will allow Point & Know to capture significant percentage of market share is in less time period. Price Mobile application will be free for users for initial 2 months. In these two months, advertisements will be shown on application as company is not changing any fee. Company will find sponsor and charge nominal fee from them to show their advertisement on the mobile app. There will be three types of paid subscription; for 1 month – £10, for 3 months - £25 and for one year - £40. Out of the paid amount, application will allow user to use 10% of the money for booking tickets. Some promotional offers will be also be given under refer & earn scheme. Place Point & Knowwill be available on android and Apple store. All the registered places where events may happen will be verified by company. Beside this, a psychical office on New York will be taken on lease where users can visit and know get information about upcoming events. Virtual existence of firm will be on every social media platform like Facebook, Twitter and Instagram.
Promotion As a newly launched application, brand visibility is going to be a big challenge for Point & Know. Beside social media promotion, company will post advertisement on all the Airports, Subways and other transportation stations. Travelers are main target market; these locations will provide direct access to enterprise for promoting their product to in front of right target (Išoraitė, 2016). New York welcomes visitor from every part of the world. This city is considered as most diversified place, currently, across the globe. These features make New York the best place to launch Point & Know. Beside this, different music events will be another place where extensive promotion will be done. Company will co-sponsor few events and some free tickets will also be gifted to initial users of mobile applications. Refer & Earn scheme can play crucial role in promoting mobile application; if a customer will help enterprise in adding more than 50 users then he/she will get 1 month free access after completion of free trial months. New user will also get one month free trial if he/she users other person’s refer. People Professionals will be hired for developing and running mobile application. Few personnel will work in marketing team which will manage all the promotional activities. They will also have experienced sales representative who will contact different events organizers and get information about events that will take place in the city. Company will onlyhired people with at-least 3 years of working experience in required field; they will get basic trainingabout organization’s working as it will allow them to easily fit in the enterprise. Process The process of installing application will be very simple. Potential user will just have to go to Play Store or Apple Store and type name Point & Know for downloading application. Beside this, they can also use website if they do not want mobile application. Once user will fill basic details, then they have to allow app to find their current location in order to provide information about nearby music events. Customers can also search any gig by type its name in the search section. The process of Refer & Earn promotion scheme will also be easy. User will get a unique code when they will sign up. They have to send this code to their connection and
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
ask them to use it while signing up. If new user will sign up through the given code then both will get benefits from it. Physical evidence Company’s office, employees and the places where events will take place will be perfect exampleoftheirphysicalexistence.Promotionalhoardingswillalsoproveorganization existence (Gordon, 2012). Gantt chart
Conclusion From the above report, it can be concluded that enterprise will get brand visibility by targeting right potential users. Promotional activities will decide success and failure of mobile application.
References Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix.Australasian Marketing Journal (AMJ).20(2). pp.122-126. Išoraitė,M.,2016.Marketingmixtheoreticalaspects.Internationaljournalofresearch granthaalayah.4(6). pp.25-37. Singh, M., 2012. Marketing mix of 4P’s for competitive advantage.IOSR Journal of Business and Management.3(6). pp.40-45.