Marketing Approaches for Restro-Out: A City Guide Application in London

This report discusses the marketing approaches for Restro-Out, a city guide application in London that provides information about off-beaten track dining locations. It includes segmentation, targeting, and positioning strategies for the application, along with the marketing mix. The report concludes that the business opportunity is feasible and likely to succeed with appropriate implementation and administration.

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
The Market.............................................................................................................................3
Segmenting and Targeting......................................................................................................3
Positioning..............................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES:...............................................................................................................................7
Books and Journals:................................................................................................................7

INTRODUCTION
Marketing refers to the practices which facilitates prominent business outcomes to a
business institution. It assists in elevating the customer attraction, satisfaction and retention
(Park, 2020). The concerned report highlights upon the analysation of marketing approaches for
a city guide application in London named as “Restro- Out”. The report initially involves the
details about the chosen idea for the company with analysing its target market. The assessment
further comprise of segmentation, targeting of the chosen market as well as positioning of the
application with the support of marketing mix.
TASK
The study case focuses upon an application that facilitates assistance in the identification
about the best off-beaten track dining locations. The respective app offers several in-app
purchases for using the additional qualitative facilities provided. The name taken into
consideration for the app is “Restro-out”. It is aimed at facilitating additional value to dining
culture in London by providing with useful information of dining services available in
unexplored but worth-visiting places. The tag line for it used in its marketing activities to attract
customers is – “taste the off beaten's”.
The Market
In the current market domain of London, there are several inefficient apps based on the city
guide of London which provide information and knowledge about the city. These apps provide
insufficient information of off-beaten and unexplored tracks around the city.
Localities and tourists does not have much information and knowledge of several off-
beaten places which are worth visiting for a quality experience. The lack of information has
resulted in least visits of local residents and tourists to these places in order to spend their
precious time.
Segmenting and Targeting
Segmentation is the process of dividing the consumers of the market into groups that can
be approachable and prove to be most suitable for a company (Terech, 2018). There are 4 types
of approaches and ways for segmenting the market. These approaches are – demographics,
behavioural, psychographic and geographic segmentation. The preferred segmentation that will

be most appropriate for the related company to target customers is considered as behavioural.
This type focuses on reading the behaviour of the consumers and making groups based on the
same (George, 2021). The company has taken segmentation into consideration as follows:
 Behavioural Segmentation: This type of segmentation of target audience has been
considered as suitable and appropriate to group locals and tourists who are willing to
explore these off-beaten tracks. Moreover, it includes tourists visiting London as well as
local residents of the city. Although, the city has enormous places to visit but still the
unexplored off-beaten tracks has its own beauty and attractiveness. For instance, tourists
visiting places are fascinated in exploring these peaceful places.
Pen portrait of specific target market and audience
A male aged between 20 to 40 years old working for a living in his particular professional
field. He has been earning a decent income from his job in the company which he considers to
save rather than spending unnecessarily. The person is fond of travelling to different places in his
free and leisure time. He uses the savings amount in travelling to different and unexplored places
to take a break from the daily life person and professional routine.
The person is quite adventurous in nature and loves to explore peaceful and off-beaten
tracks and places. Furthermore, in the duration of a month or two, the person plans for a trip to
some peaceful unexplored place with his savings.
Positioning
This is the process of identification of the ways that be used in positioning the product or
service provided by a company to its target customers in a way in which they can relate to the
firm effectively (Rua and Santos, 2022). This also needs to give the firm with a competitive
edge. This can be used in making a deep effect on the people. For efficiently practising this
activity, a business entity can use different types of marketing strategies related to its target
market. Marketing mix is one of the best tools that can help the related company Restro-out to
position its product or services in the market.
Marketing mix:
The marketing mix refers to the set of the strategies and activities which a firm utilises to
advertise its offerings or brand in the niche and large market area. The 4Ps that are involved in
this framework are – price, product, promotion and place. These set of tools can be used by
Restro-out for connecting with the customers effectively and providing them with the ways in

which it can fulfil their needs and wants (Bruskova, 2019). Following is the marketing mix, in
context of Restro-out:
 Price: The application will not charge any fees/price from its customers initially for
regular services as the foremost and primary aim of company is to develop connectivity
and efficient reach to customers. For instance, it will provide free services to customers in
order to pursue with price skimming strategy in the initial phase. For booking purposes, it
can charge a feasible amount from customers after building a good presence in the
market. Later on, the pricing strategy that can be used is competitive, that is based on the
prices of the competitors in the market (Lim, 2021).
 Product: Restro-out mobile application has been developed in the view of providing city
guide for determination of dining outlets to the individuals. This application facilitates in
delivering information and recommendations for better dining experiences to local
residents and tourists visiting the city. Restro-out is majorly aimed at considering and
promoting dining services available in the off-beaten places close by city. The application
has user friendly interface and attractive structure which enables users to operate it
effectively.
 Promotion: Digital platforms are taken into consideration for promotional activities and
practices to be carried out in the market (Hanlon, 2022). Search engines and social media
marketing are the foremost priority of the respective company as marketing platforms.
For instance, major part of tourists and local residents who are fond of visiting off-beaten
tracks are engaged in using these platforms for some or the other reason. Therefore, this
strategic planning for promotional activities will facilitate in attracting enormous
customers towards application's offerings.
 Place: Placement of Restro-out application is considered over platforms for downloading
applications in mobile phones and websites to be used in search engines. Platforms for
downloading the application includes android and iOS operating systems. This initiative
of developing the application for both the operating system will allow the company
getting in reach with more number of customers.
CONCLUSION
From the above assessment, it could be concluded that marketing plays a crucial role in
growth and success for a business opportunity. The above information determines that the

mentioned business service is extremely feasible and is likely to succeed with appropriate
implementation and administration.

REFERENCES:
Books and Journals:
Bruskova, O., 2019. MARKETING MIX (THE CONCEPT OF 4PS). In Public Relations as a
Brand Awareness Booster (pp. 22-27).
George, R., 2021. Market Segmentation, Targeting, and Positioning. In Marketing Tourism and
Hospitality (pp. 221-246). Palgrave Macmillan, Cham.
Hanlon, A., 2022. Digital marketing: strategic planning & integration. Sage.
Lim, W.M., 2021. A marketing mix typology for integrated care: the 10 Ps. Journal of Strategic
Marketing, 29(5), pp.453-469.
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Rua, O.L. and Santos, C., 2022. Linking brand and competitive advantage: The mediating effect
of positioning and market orientation. European Research on Management and
Business Economics, 28(2), p.100194.
Terech, A., 2018. An introduction to marketing and branding. Generations, 42(1), pp.45-49.