Marketing Mix of Point & Know

Mini case

Contents
Introduction.................................................................................................................................................3
Product........................................................................................................................................................3
Price............................................................................................................................................................3
Place............................................................................................................................................................3
Promotion....................................................................................................................................................4
People..........................................................................................................................................................4
Process........................................................................................................................................................4
Physical evidence........................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

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 & Know will 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.