Marketing Mix Plan for Tel Aviv App: Case Study Analysis
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This case study analysis focuses on the marketing mix plan for Tel Aviv app that guides visitors to places where children can eat for free. It includes target market discussion, use of marketing mix, recommendations, application to additional theories, and a marketing mix plan.
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Table of Contents INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 Target market discussion........................................................................................................3 Use of the marketing mix.......................................................................................................3 Justified solutions or recommendations.................................................................................4 Application to additional theories..........................................................................................5 Marketing mix plan................................................................................................................6 CONCLUSION...............................................................................................................................6 REFERENCES................................................................................................................................7
INTRODUCTION The process of marketing is considered as an activity and combination of the processes as well as institutions in order to create, communicate, deliver and exchange offerings that are having value for the market share, clients and society on a large scale. The purpose of marketing is to generate the income and enhance the level of profitability for an organisation. This project is based on the case study which is about for an app that is a guide for Tel Aviv which is pointing the visitors to the city to places where children can eat for free(Deepak and Jeyakumar, 2019). This report will demonstrate different aspects such as an acceptable level of understanding key terms as well as concepts in the process of marketing. There will be a competent analysis for the given predictable situation of business and along with it, there will also be an appropriate response in the form of a marketing mix plan. MAIN BODY Within this project, there will be demonstration of different aspects of the process of marketing which is an essential tool in order to advertise and promote the services of Tel Aviv through researching the restaurants that are providing free food to the children. Target market discussion The target market for a particular product or a service can be identified through the model of STP which stands for segmentation, targeting and positioning. This model facilitates in prioritising the propositions and after that developing as well as delivering the personalised and relevant information for getting involved with a large number of customers. The target market for app of Tel Aviv can be based on the geographical segment of location as there are a large number of places that are offering food to the children at free of cost. Some of the restaurants thatprovidefreefoodtochildrenincludeMorrisons,HungryHorse,GordonRamsay Restaurants, Beefeater, Sizzling Pub and Grill, Brewers Fayre and many more(Hanson and Kalyanam, 2020). Another target market can be based on the demographic segment of poor children who are not able to afford the meal twice a day. Through providing food at free cost to such children, Tel Aviv can feed the poor as well as needy children. Use of the marketing mix Marketing mix is a tool that helps an organisation or a business which consists of a large number of areas that requires special attention as part of a comprehensive marketing plan. This
tool helps a business in gaining the understanding regarding what can be best offered to the customers through products and services of an organisation. It also facilitates with planning, developing as well as initiating effective strategies of the marketing. There are different elements of marketing mix and these various components include product, price, place and promotion. These different elements of marketing mix are discussed as follows: Product:It is an item that is offered for sale to the potential customers of an organisation or a business(Kotler, Kartajaya and Setiawan, 2021). In context to the app, it will help Tel Aviv though pointing visitors to this city for researching the restaurants that provide free food to the children. Price:It is said to be the value that is paid by a customer in exchange for products or services that are offered or delivered by an organisation. It is considered as a significant element of marketing mix as it depicts the survival and profits of a company. As per the given case study for app, the price is referred to the launching cost of the application and the associated charges with it. Place:Place is that element of marketing mix where the products and service of an organisation or a business will get sold. In relation to the app, it will guide Tel Aviv for pointing visitors to research the restaurants at different locations that provide free food to children. Promotion:Promotionisdefinedasaprocessofconductingcommunicationor interaction which attempts to impact the market share for the buying of products as well as services. There are several promotional tools through which the respective app can generate the awareness of its features as well as benefits among a large number of people. These promotional tool includes social media marketing, advertising, digitalisation, online and offline marketing and many more(Kotler and et.al., 2019). Social media marketing is an effective promotional tool for app to enhance its productivity as most of people spend their time by staying active on social media platforms like Facebook, Instagram, etc. for several hours. Justified solutions or recommendations From above discussion of the report, it can be justified that the app that has been demonstrated in the given case study provides guidance to Tel Aviv which is a city regarding pointing the visitors to the respective city to those restaurants or places which provide free food
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to the children. The target market which is justified for the app should be based on geographical or demographical segment of location or poor and needy children. It is also justified that the application can make use of various promotional tools that will help in generating awareness among the people regarding the features as well as benefits of the app. Among discussed different promotional tools, the tool of social media marketing is considered as an effective and best approach for reaching out to the more clients and customers(Mothersbaugh and et.al., 2020). There are different theories of marketing that supports a business in chasing competitive advantage over rivalries in the market place. Some of these marketing theories include Maslow's Hierarchy of Needs, Seven P's of Marketing mix, Market segmentation, SWOT analysis and many others. Application to additional theories Marketing theories are those theories which express that in order to maximise the volume of sales of a company or an organisation, a business must position its products as well as services within the marketplace in such a way that market-base believe they require a specific product or service which has specific benefits and features in it. These types of theories also provide assistance to a business in creating a positive brand image within the marketplace. The application of marketing theory of Maslow's hierarchy of needs is given as under: Maslow's hierarchy of needsis that theory of marketing which expresses humans are required to satisfy the most basic requirements of survival before passing on to the greate level of needs. In social media marketing of the app, an individual is needed to gain the understanding of the level of hierarchy of the people which are likely to be in at time of getting interacted with the place that helps in providing free food to children. The requirements that people are searching for the purpose of meeting with the usage of social media can be different relying on the platform and the app should tailor the content accordingly. For instance, a large number of people use social media platforms like Facebook and Instagram for connecting with family and friends to satisfy the requirement of belongingness(Rauschnabel and et.al., 2022). In such way, it fulfils all the different needs of Maslow's Hierarchy from bottom to top level. It is a motivational theory that controls consumer behaviour and it is also important for marketers of app to understand own ability for effectively appealing at at least one of motivational drivers.
Marketing mix plan The marketing mix plan is represented through 4Ps of marketing and these include product, price, place and promotion.A marketing mix plan for the respective app in order to attain desired objectives and goals in specific time period is given as follows: Product:The app deals with a huge service portfolio and brings innovative features within it such as game zone for children with special features(Rust, 2020). It has developed its marketing strategy through enhancing market and offering its services in great way. Price:The respective app will use penetration pricing strategy in which targeted audience getscapturedthroughprovidingnewservicefeatureinitiallyatlowerpricesby manpower of organisation. Place:The app will offer its services throughout the world and will provide guidance to more cities regarding pointing the visitors to the respective city to those restaurants or places which provide free food to the children(Wang, 2021). Promotion:The existing app must highlight its unique as well as innovative feature and benefits of the new service at the time of promoting the services through social media platforms such as Facebook, Instagram, Twitter and many more. CONCLUSION From above explanation of the report, it has been concluded that the process of marketing provides assistance to an organisation or a business in dealing with enhancing the volume of sales, promotions, advertisements and public relations. The significance of marketing is that it helps the business in building its good reputation within the market place. This project has been based on the case study of for an app which is a guide for Tel Aviv for pointing the visitors to the city to places where children can eat for free. This report has been included an understanding of the key concepts in the process of marketing. Moreover, a competent analysis has also been included in this report for the given situation of case study and along with this, there have been a proper response in the form of a marketing mix plan.
REFERENCES Books and Journals Deepak, R. K. A. and Jeyakumar, S., 2019.Marketing management. Educreation Publishing. Hanson, W. A. and Kalyanam, K., 2020.Internet marketing and e-commerce.(Student ed.). Thomson/South-Western. Kotler, P., Kartajaya, H. and Setiawan, I., 2021.Marketing 5.0: Technology for humanity. John Wiley & Sons. Kotler and et.al., 2019.Marketing Management: 4th European Edition. Pearson UK. Mothersbaugh and et.al., 2020.Consumer behavior: Building marketing strategy. New York, NY, USA: McGraw-Hill Education. Rauschnabel and et.al., 2022. What is augmented reality marketing? Its definition, complexity, and future.Journal of Business Research,142, pp.1140-1150. Rust,R.T.,2020.Outside-inmarketing:Why,whenandhow?.IndustrialMarketing Management,89, pp.102-104. Wang, C. L., 2021. New frontiers and future directions in interactive marketing: inaugural Editorial.Journal of Research in Interactive Marketing.