Principle of Marketing for Point & Know Application in Moscow
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Added on 2022/11/29
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AI Summary
This project discusses the principles of marketing for a mobile application called Point & Know in the Moscow tourism market. It covers the target market, competition analysis, features, marketing mix, and recommendations for the application.
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PRINCIPAL OF MARKETING
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................1 Target market...............................................................................................................................1 Competition analysis....................................................................................................................2 Features........................................................................................................................................3 Marketing mix..............................................................................................................................4 Recommendations........................................................................................................................5 CONCLUSION...............................................................................................................................6 REFERENCES................................................................................................................................7
INTRODUCTION Principle of marketing are the concept of which is required for all the companies which requires doing business in order to satisfy its customers. In this project the principles of marketing for a mobile application known as Point & Know in the Moscow tourism market is done. This project will discuss the target market of this application. With the help of this project the competition of this project will also be understood. In this project the features of this application will also be discussed. With the help of this project the marketing mix of the applicationwillbedoneandthisprojectwillalsoconcludebyprovidingnecessary recommendations. MAIN BODY Target market The target market of this application in Moscow are the tourist which visit Russia for their specific reasons, The market of this application can be segmented in different ways. The basic segmentation of this application's customers can be done in the following. Travelling purpose of the customers allows the application to divide them into certain segmentation, Leisure : Usually tourist are prepared for their trip. This preparation of the customers are done by reading lot of information about the country over internet. The expectations of such customers for the application is very high (Gorbuntsova, Dobson and Palmer, 2019). Family visiting : These customers also plan their trips in advance, and they try to make these trips on a specific time specially on holidays. Business trip : Such customers are limited to the services which they are availing from their company thus they have a rather budgeted allocation and have limits to their choices of services. Medical treatments : Customers which visit a country for a certain medical treatment whichplan to go for a medical treatment which is not available in the country. Customers of this application can also be targetted according to their preferences (Gorlova and et.al.,2019). Marital status : 1
The marital status of the individuals also affects their preferences in tourism. The married travellers have been seen paying more getting comfort and relaxation in the services. Whereas those who travel alone do not want such comfort and rather are ready for surprising events. Guidance : In Russia most of the people like to travel on their own without depending on others. Some customers like being guided and some do not. In Russia the rate of increase in independent travellers had reached 34% in 2017 (Kabanova and Vetrova, 2017). Source : Vasilyeva, 2017 Travel time : The time the customers are ready to spend on their trips also determine their preferences for the application. According to a study the Russian travellers choose to spend 1.5-2 weeks of time on their trips. Competition analysis Point & Know application in Moscow for the tourism has many competitors from all over the world. Some of these applications are, All Trails : 2
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This is one of the best travel application in the world. It allows the customers to visit unknown places in the world. The speciality of this application is that it allows the customers to search places in the world for travelling and has very useful filters. The downside of this application it do not have the feature of booking tickets. Google flights : This application is all-rounder application which has all the essential parts of travelling at one place. This app helps in planning the trips very easily because of its effective user interface and all the travel package options it shows. It helps in evaluating all the platforms for travelling. It allows the customers to book flights at a very reasonable price. In this application there is recommendation of hotels, restaurants and everything else which is needed for travelling. Source :echoinnovateIT, 2021 Lounge Buddy : This application is specific for selecting the lounges in the same terminal. It helps the customers to decide between which to visit by comparing their price and services. In this application the travels can also provide feedback which allows the other customers to understand the services of a place and its services. Features This travel and tourism application Point & Know should have the following features for its operations in Russia, Social media sign-in : 3
A travel and tourism application is a personal application for all the customers which use it. Thus, this type of application should allow the user to make the account of this application with their social media accounts. This can also allow the company to provide the customers with this feature to connect their social media accounts and invite their friend on social media on this application. Search and Filters ; This feature is extremely necessary as the customers have different preferences and choices which make it hard for them to select from the different types of choices. With the help of filters and search option the application allow its users to make the application easy and effective, Navigation and Geolocation : The users of these applications usually find themselves in the situation in which they are unable to find the location or are unaware of their surroundings and sometime even the language. Thus, with the help of proper navigating systems and maps the application can help its users. Ratings and Reviews : An application which is based on the services of other locations and business should have the feature which includes providing feedbacks, reviews and rating so that the popularity and the preferences of the places and customers is understood (Bozhuk and Pletneva, 2017). Notification of discounts/deals : The feature of notification is available in many applications nowadays. It allows to know the current events, discounts and other new features in the application. The same can be used by this application to show the latest deals and discounts on the customers preferences. Marketing mix The marketing mix ofPoint & Know application in Moscow for tourism can be explained with the help of 4 Ps as the following, Product : Theproductof thisapplicationaretheserviceswhichprovidestothetravelling customers. The product for this application in intangible in nature thus, is hard to understand and examine. For achieving marketing success from the services as the product the application should blueprint its services for properly defining its services. Price : 4
The pricing strategy of this application should depend on the factors like, The location of the destination where the customers want to travel. The differences in the prices of the services also differs from the time of the travel. For example the prices of the services are higher at the time of a festival or holiday. It also important for this application to keep the competition price under consideration. The travelling prices also gets affected by the government in which the customer is travelling. Promotion : For the promotion of this application it can create promotional emails and post it over social media or mail it to emails of the potential customers. Some methods which the application can also use is advertising, publicity and sales promotions. This will help the application to gain a larger customers base. Place : Place in this scenario is where the customers buy the services and also allows them to make their decision based on evaluation. The best place for selling their services to the customers is via online websites. This is good because the platform for the application is also online thus the customers will find it easy and quick (Polukhina and Rukomoinikova, 2018). Recommendations This Point & Know application needs to concentrate over the customers base on which it wants to focus on. From the above report it has been understood that tourism industry in Russia is based different types of customers. However, the married couples, and individual which like to travel alone without the help of any guide. This application should try to connect to this section of the market. Point & Know have very tough competition specially from applications like Google flights. Thus, the best strategy for this application would be to directly connect with the company. By emailing or connecting with them through social media this application can gain new customers. It will be hard for the application to know which customers are looking for a trip. The solution for this problem would be collaborating with other businesses. For example , if this application can promote itself in the places were more and more married people visit so that it can gain the attention of these customers which are more likely to plan a trip that others. 5
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CONCLUSION With the help of this project it can be concluded that Point & Know application has great competition in Moscow, however it can develop its business with the help of using the strategies recommended. In this project the market segment of the application is shown. This project also evaluates the marketing mix of this application. 6
REFERENCES Books and Journals Bozhuk,S.andPletneva,N.,2017.IssuesofEcostrategiesImplementationforTourism Enterprises in Russia. InSHS Web of Conferences(Vol. 39, p. 01002). EDP Sciences. Gorbuntsova, T., Dobson, S. and Palmer, N., 2019. Diverse geographies of power and spatial production:TourismindustrydevelopmentintheYamalPeninsula,Northern Siberia.Annals of Tourism Research.76.pp.67-79. Gorlova, N.I., and et.al.,2019. Volunteering in the sphere of tourism in Russia: the current condition and development prospects.EurAsian Journal of BioSciences.13(2). pp.2079- 2084. Kabanova,E.E.E.andVetrova,E.A.,2017.Clusterapproachastourismdevelopment factor.Journal of Environmental Management & Tourism.8(8 (24)). pp.1587-1594. Polukhina, A. and Rukomoinikova, V., 2018. Development of agritourism as an innovative approach to agricultural complex management in Russia.Worldwide Hospitality and Tourism Themes. Online Vasilyeva,. Y. 2017. Travel market segmentation.[Online] Available trough: <https://russia- promo.com/blog/travel-market-segmentation> 2021 echoinnovateIT.[Online] Available trough: <https://echoinnovateit.com/mobile-app-for- travel-and-tourism-industry/> 7