Marketing Mix for Tap to Search Application

This report discusses the marketing mix for the Tap to Search application, a musical application developed for tourists and travelers visiting New York City. It covers the market analysis, segmentation, targeting and positioning, and the 4 P's of the marketing mix.

Marketing Mix

TABLE OF CONTENT
TABLE OF CONTENT...................................................................................................................1
CASE STUDY.................................................................................................................................2
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
The Market.............................................................................................................................2
Segmentation, Targeting and Positioning (STP)....................................................................3
Marketing Mix or 4 P’s..........................................................................................................4
REFERENCES................................................................................................................................5
1

CASE STUDY
INTRODUCTION
“tap to search” is an online application which is created for the subscribers who are music
darlings and explorers. Point and know is an application which permits endorsers 2.8 cell phones
in various tourist spots in New York getting some answers concerning melodic associations just
as getting some answers concerning new melodic gigs in which they are intrigued and should
join in. This is an application which is about the USA the travel industry as it includes all the US
nationals and remote guests visiting the America. This examination is about the application
where the market is read for recognizing potential cars for the application. When the Market
inquire about is finished the STP model is applied for understanding the suitable focused on
crowd and situating the application in the most proficient manner. At that point the third piece of
the contextual analysis is about the promoting blend instruments and procedures in connection in
with the application.
MAIN BODY
The Market
The US the travel industry is perhaps the most noteworthy benefactor in the GDP and per capital
pay of the nation. At present the US travel and the travel industry drives the world International
the travel industry fares and rank third regarding all out appearances. The application "tap to
search" is explicitly produced for the New York for the underlying stage and one’s gigs
occurrence will be executed in the more extensive locales (Pishbahar, Ferdowsi and Hayati,
2019). At present in New York around 16 million individuals visit are the blend of national and
outside visitors. New York is centre point of movement and the travel industry and one of the
biggest visitor visited place in the US. In New York there are a few melodic shows and gigs are
being led and the market is additionally entirely reasonable for it. The individuals in the US and
even International traveller are constantly intrigued by an all-around led and engaging shows and
gigs. The normal open as well as the future performers who are seeking after the expert lives in
music visits New York and their diverse melodic shows occurring in New York. Fundamentally
New York is a centre point where exceptionally financed melodic shows happen on an extremely
enormous level. Both worldwide voyagers visit New York for going to these expertly composed
2

and performed music shows and gigs. In this manner, the New York showcase is embraced and
browsed different areas of the US for at first propelling the "tap to search" application.
Segmentation, Targeting and Positioning (STP)
The STP model is an abbreviation of segmentation, targeting and positioning, STP promoting
instrument or methodology which are utilized by advertisers for creating their messages and
convey tweak and applicable data to their sectioned and focused on crowd. In basic words STP is
a promoting procedure which is utilized by association and advertisers for or creating and
helping in building up an advanced technique for the particular substance and showcasing
apparatuses (Kartajaya, Kotler and Hooi, 2019). The "tap to search" application is a one of a kind
turn of events and at present there is no such application accessible in the market which is useful
for the travel industry and travel industry of the US. The STP methodology will permitted the
advertisers and help them in picking their individual focused on crowd and the other of the
purchasing conduct of the shoppers in the specific area or district that is New York for the
application.
 Segmentation- The segmentation is the principal phase of the procedure which
concentrate over potential clients and their distinguishing proof. In advertising the
organizations and the advertisers has to know and recognize potential customers
persuading them to purchase the individual contributions. Segmentation stage is utilized
for distinguishing and deciding the specialty Market with explicit wants and needs.
Segmentation is where the market is isolated into littler gatherings as per the comparable
qualities and highlights. Division methodology which is utilized for the "tap to search"
application is of way of life. The methodology alludes to the non-work attempts and
centers over the market and buyers whose way of life is encircled to music (Donndelinger
and Ferguson, 2020).
 Targeting- The following phases of focusing on which is started subsequent to
segmentation is the market and where a specific portion should be focused by the
advertisers as indicated by their contributions and as per the qualities of the sectioned
crowd. When the market is isolated into portions currently it's the ideal opportunity for
focusing on the crowds for the application. Division is done based on way of life
approach where the people and the shoppers are separated by their propensities, if it's not
too much trouble and non-work measures. Directed crowd for the application is explicitly
3

those National and universal traveler who are looking for extraordinary melodic shows
and appears and even melodic gigs which they can join in and appreciate. Along these
lines the focused on crowd is the national and worldwide travelers who are in New York
for investigating and engaging themselves which getting a charge out of some great
music.
 Positioning- The last segments is of positioning that is a variable of marking. Positioning
maps out the various factors which are examined in the division and focusing on stages
and characterize those spots and areas where are the contributions of the organization can
lives comparative with rivals in the perspective of the focused on crowd or the clients.
The positioning stage is affected by the client's discernments and their inputs. Positioning
procedure which is generally valuable and beneficial for "tap to look" application is of
experimental positioning (Pissuwan and Karnsomdee, 2019). Genuine this positioning
style the advertisers of the application can center over those components of the
application which can without much of a stretch associate the clients with the application
on passionate premise. This positioning style can help the advertisers in tailor the
estimation of the melodic application and impart it to the potential and focused on crowd.
Marketing Mix or 4 P’s
The marketing mix instrument is one of the most potential and strategic technique which are
utilized by advertisers empower them to take advantage of various territories that is required for
the organization or the brand to concentrate on so as to build up a successful promoting
methodology and strategies. Showcasing blend instrument has 4 components which were
Product, Price, Place and Promotion. The advertising blend procedure for the melodic
application "tap to search" is as per the following:
 Product- The product developed is an application and service to the tourists and
travellers who are the sitting New York the national or International (Mumbi, 2019). The
application is known as “tap to search” and it is a musical application which provides
information to people and developed for those music lovers who enjoy music and explore
International music. Application is developed for the New York City as an initial plan
once it is popularized and game recognition in the world the developers expanded and
move to International markets. Show me the app basically the user or the subscriber how
to first login into the application with admin subscription fees developed on monthly
4

basis and on a yearly basis according to the package. Do you just have to connect the
application and search button they will get all the information about the musical events
concerts or any small or large gives taking place in the city at the time of visit and tour.
 Price- The application is a unique and an innovative idea which is developed by the
developers fore specifically the tourist of United States visiting the New York city. The
price of the application is basically the subscription amount which is needed to be paid by
the user’s login in the application (TADESSE, 2019). The subscription amount is
minimal in the very beginning because the developer has adopted price penetration
strategy for their services. According to price penetration strategy initially the
subscription amount and the packages of month quarter and yearly basis are very minimal
and basic amount but in future once the applications and the service game popularity in
other relevant cities of the United States and even in international market the developers
plan to expand and at the time price of the services will also fluctuate accordingly.
 Place- The please element of marketing mix basically refers to which to the distribution
channels which are being utilized by the developers of the application. The “tap to
search” application is specifically for those tourist and travelers who are visiting New
York as it provides information about the musical concerts and exciting place in New
York at the time of the visit (Do and Vu, 2020). But the distribution channel of the
application is larger and broader as the subscriber can make use of it from anywhere in
the world and from any corner around the globe. The application is accessible and
informative for all the users belonging to different location and regions of the world. But
specifically the application provides information about the music concerts and gets taking
place in the New York city rather than other places or cities or countries in the world.
 Promotion- The promotional tools and techniques are those marketing which are used by
organisations by the developers of the application for informing and spreading word
about their product and services in the world and more specifically to the targeted
audience. Promotional tools are several in the world which can be used by marketers for
the application in order to provide a thorough information about the offerings of the app
and about the most targeted people (Ghiffarin, Priyandari and Liquiddanu, 2019). The
promotional tools which is the beneficial and the most efficient one is a social media for
the “tap to search” application. The marketers can also make use of existing musical apps
5

on which day can put their ads for reaching to the maximum number of music lovers
around the globe and providing them information about the existence of a new innovative
service in the music world.
CONCLUSION
The above report is basically about the development of a new musical application and focuses
over the tourist and travels visiting United States and more specifically to the New York city.
The “tap to search” application focuses over the music lovers who are visiting New York city for
attending all the talented singers and artists concerts and it’s taking place in the City.
6

REFERENCES
Books and Journals
Do, Q. and Vu, T., 2020. Understanding consumer satisfaction with railway transportation
service: An application of 7Ps marketing mix. Management Science Letters, 10(6),
pp.1341-1350.
Donndelinger, J. A. and Ferguson, S. M., 2020. Design for the Marketing Mix: The past, present,
and future of market-driven engineering design. Journal of Mechanical Design. 142(6).
Ghiffarin, A. R., Priyandari, Y. and Liquiddanu, E., 2019, April. Marketing Analysis for E-
Commerce Improvement In Small and Medium Enterprise of Batik Using E-Commerce
Marketing Mix Model. In IOP Conference Series: Materials Science and
Engineering (Vol. 495, No. 1, p. 012044). IOP Publishing.
Kartajaya, H., Kotler, P. and Hooi, D. H., 2019. Marketing Tactics For Value
Engagement. World Scientific Book Chapters, pp.149-174.
Mumbi, M. K., 2019. The Influence of marketing mix strategies on organizational performance:
a case of Asset Management Companies in Nairobi County (Doctoral dissertation,
Strathmore University).
Pishbahar, E., Ferdowsi, R. and Hayati, B., 2019. Assessing the Relationship Between Marketing
Mix and Customer Satisfaction: Evidence from Iranian Dairy Companies.
In Sustainable Agriculture and Agribusiness in Iran (pp. 135-149). Springer, Singapore.
Pissuwan, C. and Karnsomdee, P., 2019, March. CONSUMER BEHAVIORAL AND
MARKETING MIX FACTORS INFLUENCING ON DECISION MAKING OF
BUSINESS LOAN SERVICE SELECTION OF SMALL AND MEDIUM
ENTERPRISE IN SAKON NAKHON PROVINCE. In INTERNATIONAL ACADEMIC
MULTIDISCIPLINARY RESEARCH CONFERENCE IN VIENNA 2019.
TADESSE, D., 2019. THE EFFECT OF MARKETING MIX ON THE SALES PERFORMANCE
OF DERBA CEMENT (The case of Derba Midroc Cement PLC) (Doctoral dissertation,
st. mary's University).
7