Principles of Marketing

This document discusses the principles of marketing and how they can be applied to the tourism industry. It explores segmentation, targeting, promotion, and the 4P's of marketing mix. The document also provides recommendations and justification for marketing a tourism app and attracting European tourists to Moscow. It includes a Gantt chart for marketing strategy implementation.

Principles of Marketing

Table of contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
STP: segmentation, targeting, promotion....................................................................................3
4P’s of marketing mix.................................................................................................................4
Recommendation and justification for the marketing of app......................................................5
CONCLUSION................................................................................................................................7
REFRENCES...................................................................................................................................8

INTRODUCTION
The report is about the point and know app for the tourist market of Moscow. The tourist
that visits Moscow can use this app in their smartphone for understanding the landmarks and the
cultural significance of the city. The market strategy is discussed by the company to use the app.
MAIN BODY
STP: segmentation, targeting, promotion
STP can be used by the tourist industry of Moscow to understand the customer’s better. It is
best to use the STP marketing that is for segmentation, targeting and positioning. This three step
model can be used to examine whether the services and the way of communication are beneficial
for the customers or not. It helps in making the business a customer-focused business. The app
will target the tourist from Europe as the people from Europe; Russia is the popular tourist
destination. The people of Europe can be attracted to Moscow very easily. The tourist use travel
agencies to book tours for individual or group to Moscow. The tourist likes to know the culture
of the city and lifestyle along with addressing the historical places in Moscow.
The target customers will be the tourist on leisure tours to the app, the tourists who make
decision to visit the place after long time of research; they are prepared for the tour and have
information regarding the tour. The tourist expects to get the availability of beach recreation,
tours, sopping and other stuff (Morozov, Shpilko and Shevel, 2018). The people in the leisure
tours have researched and need to be provided with the best in low price. The accommodation
are to be made according to meet the needs of the tourists. The accommodation of the tourists
can be done in the 3 and 4 start hotels.
The leisure tourists are on vacation and need the full relax that can be made available by
managing their needs before the tour starts. The travel agencies can be booked for them as the
tourists are using them to travel. The app can also provide with the best package solutions
available for the tourists. For the transport accessibility the tourists can be stayed at the three and
four stared hotels.
A blue ocean strategy can be used for the app to be differentiated from the other apps.
The tourism app will provide different options with low cost that makes it easily distinguishable
from the other tourism apps and create more demand for the app in the market. The competition
can be made irrelevant. The app can create and fulfil the new demands in the tourism industry

(Priilaid, Ballantyne and Packer, 2020). The tourism on the app can be based on providing the
activities and services in low cost.
4P’s of marketing mix
In marketing mix the four important factors are considered for the tour. The product,
price, place and promotion for providing a good service for the tourists are decided here. This
helps to identify the key factors for the business, what are the needs of the customers, how the
services can be improved for the customers, how to stand out in the market and how to interact
with the people.
Product and service
The app will be providing the tourist with the requirements for an easy and relaxing stay.
The demand of the customers is already high and the app will need to make through it. The
services provided by the app are made in such a way that they stand out in the crowd. The app is
able to meet the demands of the existing customers and will be able to attract new customers in
the market. The company is providing with the low-cost budgets to all the activities and services
involved in the tour. The tourism app will be providing the tourist with a facility to provide the
customers with travel agency (SHENGNAN and Nedelea, 2019). The company can make
partnership with the travel agency for such practices. This will also create more sales by the app.
Price
The price in the tourism is dependent upon the facilities and services provided to the
tourists. For attracting more people to Moscow the prices for the accommodation, transport and
other activities involved will be kept low. Low price and best quality will attract the customers to
the app. There will be seasonal cost discounts added for particular seasons. Some activities
involved can be kept with special price and tag as luxury activities for the people who want to
get some more from the normal planned tour. This will also make the tourist feel that they are
getting exclusive services. The special activities for the tourist will involve rides where the
tourists are able to interact with the tribal people in Moscow and their ways of living.
Place
The app will be focusing to the European tourists along with the Moscow’s own people
who want to travel and enjoy the historic places. Moscow is the world’s largest city and the
points of attraction are enormous. The city is known for its architecture. It consists of the sites

like Saint Bail’s Cathedral that is famous for its elegant onion domes and the Cathedral of Chris
the Savior. The city is full of historic churches and landmarks for the tourists to enjoy. The parks
like Gorky Park, Izmaylovsky Park, Sokolniki Park, and Losiny Ostrov National Park are tourist
attraction. The culture of the city is diverse. The place is very attractive and many tourists like to
visit it again as the city is big.
Promotion
The promotion of the app and the strategies related to it are discussed in this segment.
The goal of the app is to be promoted to the potential customers. The app needs to be seen by all
the customers and they need to understand why they are likely to pay for the tours. The app is
made for the low cost ravelling. The advertisement need to be on small cost for this purpose the
best option is attracting the customers online. Majority of the population are on social media
platforms and it is the easiest and cost efficient way to reach to the customers through this
(Seetanah and et.al, 2019). The details of the app can be shared on the social media and special
videos and posts can be made to attract the potential customers.
Recommendation and justification for the marketing of app
The company can use the Ansoff matrix for the becoming successful in the market.
Ansoff provide the tourism company with the four strategies that are:
Marketing penetration: The main focus of the app is to meet the needs of the leisure tourists and
the existing tourist in the market.
Product development: The new strategies are included on the app like tourists can choose from
the hotels they want to stay, they can choose from the special activities they want to involve in
their tours and the travel agencies are provided on the app.
Market development: The app will be having a competitive advantage over the other travelling
tours as the app is providing tours to the tourist in the lowest possible costs.
Diversification: The app is provided with different features where the tourist can chose the
locations they want to see according to their interest and the guide will be setting the trip
according to the priorities of the customers. The tourist can communicate on the app for any king
of difficulties faced by them.
MarCom mix
The app can also use the macron mix for the promotion of the app. The can target the
tourist by understanding the features of the app, using the sales for the growth and competitive

positioning. The app can be promoted by various ways such as advertising on the social media
and communicating with the users (Wang and Sirakaya-Turk, 2017). The basic objectives of the
app and the advantage of using the app can be explained to the customers over the social media
platforms.
The app can reduce the price of the functioning by making partnership with the local
guides and travelling agencies for discounting the prices for the tourists. The tourism company
can also make the hotel owners their partners for providing the tourist services at low price.
Gant chart
Task Name Duration Start Finish
Customer Analysis 4 days Mon
24/05/21
Thu
27/05/21
Target market
analysis
4 days Fri
28/05/21
Wed
02/06/21
marketing Mix 5 days Thu
03/06/21
Wed
09/06/21
marking strategy
development
7 days Thu
10/06/21
Fri
18/06/21
justified marketing
strategy
7 days Mon
21/06/21
Tue
29/06/21
marketing strategy
execution
7 days Wed
30/06/21
Thu
08/07/21

CONCLUSION
It can be concluded from the report that the app can be able to produce sales and growth for
the tourism industry by adding some features to it and promoting the tours in low prices. The
tourists are attracted towards the low cost and this id the competitive advantage of the app for
tourism industry.

REFRENCES
Books and Journals
Hanif and Fafurida, 2018. Development Strategy of Small Industry of Typical Food as
Supporting Tourism Sector. JEJAK: Jurnal Ekonomi dan Kebijakan. 11(1). pp.62-77.
Morozov, Shpilko and Shevel, 2018, June. Development of group and individual tourism trends
and prospects. In В сборнике: Financial and Economic Tools Used in the World
Hospitality Industry Proceedings of the 5th International Conference on Management and
Technology in Knowledge, Service, Tourism and Hospitality (p. 219).
Priilaid, Ballantyne and Packer, 2020. A “blue ocean” strategy for developing visitor wine
experiences: Unlocking value in the Cape region tourism market. Journal of Hospitality
and Tourism Management. 43. pp.91-99.
Seetanah and et.al, 2019. Air access liberalization, marketing promotion and tourism
development. International Journal of Tourism Research. 21(1). pp.76-86.
SHENGNAN and Nedelea, 2019. ANALYSE LONDON TOURISM BY MARKETING MIX
‘4PS’. Ecoforum Journal. 8(1).
Wang and Sirakaya-Turk, 2017. Integrated marketing communications in the hospitality and
tourism industry. Routledge Handbook of Hospitality Marketing, p.449.