This report discusses the market segmentation approach, ideal customers, brand name and tagline, pricing strategy, marketing communication recommendations, and more for the Travel Zoo app. It includes a pen portrait, recommendations for positioning the app, marketing theories, and a Gantt chart for marketing communications.
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PRINCIPLES OF MARKETING MAR0011
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 Approach for segmenting the market...............................................................................................3 Brand name and tag line..................................................................................................................3 Ideal customers for the app..............................................................................................................4 Uses of the segmentations-..........................................................................................................4 Pen Portrait...................................................................................................................................5 Recommendations for POSITIONING the App..............................................................................5 Marketing theories.......................................................................................................................5 Pricing strategy of the app..........................................................................................................6 Marketing communication recommendations..................................................................................6 Marketing communications Gantt chart..........................................................................................7 CONCLUSION................................................................................................................................9 REFERENCES..............................................................................................................................10
INTRODUCTION Travel zoo is the kind of the travel and the tourist application for the children whose main emphasize is on the children who basically studies in the school or are the pre preschoolers for the purpose of the pointing out the visitors into the city of the Tel Aviv to those places where the children can eat for free of the cost. The travel marketplace which is implementing its services through the online mode is the one which connects the providers of the travel services to the customers. The provides basically develops the list of the vacation packages, the bookings of the restaurants, the hours of the sightseeing and much more than that. The consumers are able to search with the help of the marketplaces and accordingly select from those options which suits them the most. Travel zoo app offers the large number of the opportunities to the children by offering them the places where they can eat for free of cost. Moreover, in addition to that they can also book the cars, flights, cruises, getaways and many more. This application is suitable only for those children that are mostly the preschoolers. This application is also very children friendly because the kids can use ithe app in a very reliable ans the easy manner and it is also made in such a way that the kids find it fun in using it (Taylor,2020). Approach for segmenting the market The most appropriate and the suitable approach for the segmentation of the market will be the Psycho graphic segmentation. Understanding these elements of the consumers can assist in the creation of the content which attracts the consumers in an efficient way. Some major examples of the psycho graphic characteristics will be the lifestyle, beliefs, values, interest, attitudes and the traits of the children. The psycho graphic segmentation is suitable for this particular kind of the travel app which is Travel zoo for the children as this approach helps in the gathering of the data by asking the existing customer for the information by using the surveys which can be done by noticing at how the children communicate and interact with the app and accordingly see the content that they use most of the time (Taylor, 2020). Brand name and tag line The name of the brand is Travel zoo and its tag line is “Live to travel”. The features which are included in the Travel zoo app are that it suggest the places and the locations to eat for free of cost, the nutrition values, health and the safety regulations, allergy advices, pre bookings and the walk in facilities.
Ideal customers for the app The most appropriate customers for the Travel zoo app in the city of Tel Aviv would be the parents of the children who need to find the places where they can eat for free of the cost. By offering recommendations of the app to the people and the friends that will also give the suggestions of this app to their friends and peers who are also the parents and have the kids and can write the positive feedback and then they can give the positive feedback of the app. For drawing in the ideal customer, developing a profile would help in offering a clear vision of the specific ideal customer. So mainly the ideal customer would be the people who will bring them in the city of Tel Aviv and those includes the parents, guardians, educational institutions, professionals and the carers (Hamilton, 2018). Uses of the segmentations- Demographic segmentation- The demographic segmentation assists the organisations in understanding about who are their customer so that their requirements could be addressed in a proper manner and also it specifies the most suitable way for reaching out to the customer and examine their behaviours. Lifestyle segmentation It is the kind of the practice in the business in which the overall and the complete market is bring broken down into various groups and the sub groups in which these markets generally includes thepotentialortheactualbuyers.Theobjectiveistousethesingleormorelifestyle segmentation in the form of the target marketplace into the marketing mix of the business (Córdova and Gómez). Behavioural segmentation It is that type of the segmentation which observes the actions of the customers which will help the marketers in sending the tailored messages. When these are being identified by their particular behaviour then the mobile marketers can easily focus on the messages and the campaigns that are mainly for those people. Benefit segmentation It is that kind of the segmentation which includes the statementing the marketplace on the basis of the perceived value or the benefits which the customer realise that they got from the product. Geo- demographic segmentation
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The necessary variables which are relevant to the gender, age, income, education level and much more which specifies about the segment of the lifestyle can be implied to the site selection analysis, retail planning and the marketing (Swanson and Davis). Pen Portrait Peter is 70 year old man who is going to be retired as an office employee and also he lives with his two small children in the city of the Tel Aviv and also he does not have any vehicle by which he can travel and always depend upon the public transport. His income is also not so much or not very sufficient for running the home that is why the Travel zoo app would work the best for this kind of the individual as it helps in locating the places fastly where the children of Peter can eat for free and also it is user friendly app that will make peter find the places easily on the app (Kotler, 2018). Recommendations for POSITIONING the App Determining the existing brand positioning of the app Developing a brand essence chart Identifying the competitors of the businesses Conducting a research of the competitors Identifying the unique value preposition Creating a brand positioning frameworks Developing the positioning statement Examining whether the position statement works Making an emotional bond with the customer and the prospects Implementing the differentiating qualities of the brand at the time of the sales processes Creating value Making sure that the customer facing employees use the brand. Marketing theories Maslow's need hierarchy theory This theory classifies the needs which are the self actualisation, esteem needs, the love and the belonging needs, safety needs and the biological and the physiological needs of the individual. SWOT analysis This theory is mainly used in the strategic planning which includes the strengths, weaknesses, opportunities and the threats and is mainly applicable to the multiple marketing campaigns.
Consumer decision making process This theory is used in the decision making processes by the consumers which includes a series of steps that are the awareness, interest, consideration, purchase and loyalty. Porter's five forces This is that kind of the marketing theories which is used mostly in the professional marketing courses and consists of the five forces that are the competition, new entrants, substitution, suppliers and the buyers. Pricing strategy of the app The pricing strategy of the app would include that the Travel zoo app will be provided free to its users and it downloading will also be free and the app company would generate the revenue from the hotels and the restaurants from the promotion and the advertisement done for those places. By recognising all the price which are relevant with the implementation of the business which includes the time spent on developing and the promotion of the vacation or the experience. Most importantly, the mark up pricing strategy would be applicable fro this kind of the app as it will set the price and the activities of the children by generating the revenues on each specific sale. When the markup pricing is measured in the international trade then the particular costs of the exporting items like the need of the transportation, intermediary margins and the custom tariffs are needed to be taken into consideration. Marketing communication recommendations World of the mouth marketing-This type of the marketing focuses on the creating the effect of the oral techniques of awareness of the advertising and promotions between the customer themselves. QR codes (QRC)- This technique is used in the promotion and the advertising and the communication of the product which can used in the websites, coupons and the fully electronic business related cards. The most crucial ones are the application and the smartphone (Kruchkov). Real- time marketing- It is basically used in the date events. The important difference between the real time marketing and the marketing is that instead of the developing and the marketing the plan advance, the real time marketing creates a type of the strategy that focuses on the prevailing immediate feedback and the related trends from the consumers (Hickman, 2020).
Social-media marketing-It is fastly growing in the field of technology in the web based surrounding. It mean that it is totally based on the social media where the peole has same kind of the interests, objectives and the practices. Marketing communications Gantt chart Task NameDurationStartFinish Identifyingthetarget audience2 daysMon5/16/22Tue5/17/22 Setting Mar comms objec3 daysWed5/18/22Fri5/20/22 DevelopingMarcomms budget7 daysMon5/23/22Tue5/31/22 Designing communications3 daysWed6/1/22Fri6/3/22 Choosingthe communication channels5 daysMon6/6/22Fri6/10/22 Implementing plan10 daysMon6/13/22Fri6/24/22 Evaluation6 daysMon6/27/22Mon7/4/22 Monitoring and control10 daysTue7/5/22Mon7/18/22 Performance measurement5 daysTue7/19/22Mon7/25/22
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CONCLUSION From the above report, it has been concluded the marketplaces for the Travel zoo application, its approach for the segmentation, the ideal customer of the app, proposals for the product element of the app, the brand name and the tag line, the pricing strategy, marketing communicationproposalsandtheGanttchartwhichisonthebasisofthemarketing communication, the uses of the various kind of the segmentation, pen portrait, recommendations, marketing theories and the marketing communication recommendations.
REFERENCES Books and Journals Chakrabarty, S., 2018. Principles of Marketing. Córdova, A.V.M. and Gómez, N.M.D.C.F., Principios de marketing y competitividad como estrategias claves para el desarrollo de las MIPYMES en la provincia de El Oro Principles of marketing and competitiveness as key strategies for the development of MSMEs in the province of El Oro. Hamilton, C., 2018. Black Americans Past and Present Created Frugal Innovations and Embraced Circular Economy Principles: The Marketing Dilemma. In11th Annual Conference of the EuroMed Academy of Business Research Advancements in National and Global Business Theory and Practice. Hickman, T.M., 2020. The Week in Review: The Impact of a Current Events Assignment on Students’ Interest in Marketing.Business Education Innovation Journal VOLUME 12 NUMBER, p.63. Kotler, P., 2018. Kotler & Armstrong, Principles of Marketing| Pearson. Kruchkov, O.A., ON SOME ASPECTS OF MODERN MARKETING.Редакційний колегія збірника матеріалів конференції, p.204. Swanson, S.R. and Davis, J.C., 2020. GEN Z's Conception of Marketing.Journal for Advancement of Marketing Education.28(1). Taylor, R., 2020. Reframing Delivery of Principles of Marketing: Moving Bored Students to Board Room Employer-Needed Kick-Ass Skilled Grads.Academy of Business Research Journal,2,pp.52-66.