Marketing Plan for Yourapp: Principles of Marketing Case Study

This case study discusses the marketing plan for Yourapp, a new app that helps visitors find places in Tel Aviv where free food for children is available. The report includes the marketing mix plan, objectives, vision, mission, target audience, and monitoring and controlling plan. The marketing mix plan covers the 4Ps of marketing, including product, price, place, and promotion. The report also discusses the segmentation, targeting, and positioning strategy for Yourapp. The monitoring and controlling plan includes a Gantt chart to ensure that the app launch remains on track, on budget, and on time.

Principles of Marketing Case
Study Your app

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing plan for the Yourapp:.................................................................................................3
CONCLUSION................................................................................................................................9

INTRODUCTION
Marketing is defined as the activities that is undertaken by the company in order o
promote the buying and selling of the products in the market. It can be in the form of advertising,
selling and delivering the products to the final consumer(Kotler, and et.al., 2021). The report
highlights to launch a new app i.e. 'Your app' in the market that will be guidance for Tel Aviv to
find the places in a particular city where free food for children is available. It also includes the
marketing mix plan that will define the objectives , mission , vision and target audiences.
MAIN BODY
Marketing plan for the Yourapp:
Objectives:
The main objectives of the Yourapp is creating an awareness about the app in Tel Aviv
that visitors can point the city where children can eat for the free. Yourapp main aim is launched
their app at Tel Aviv which helps visitor for track the place easily. They want to develop user
growth, engagement and brand awareness as well as provide the best customer service and
support. The objective of developing yourapp is reach target audience, better return on
investment and easy to communicate with customers. Yourapp want to achieve their goals and
achieve the strategies target audience in the market place (Chernev, 2020).
Vision of the company:
The vision of the yourapp is provided direction to the audience and aware customers and
helps in find out place for children.
Mission of the company:
The mission of the yourapp is to explore the world information and make it useful for the
audience.
Tagline of Yourapp: “Have happiness, Go free and eat”
Marketing mix(4Ps)
 Product: Product is defined as what is offered to the customers and the product should
fulfil the demands and expectation of the customer. In order to bring new products in the
market it is necessary for the marketers to understand the lifecycle of the product. In

order to implement this it is necessary for the business executives to have effective
planning and strategy(Komari, and et.al., 2020). The development of the product should
fulfil the needs and requirements of the customer and that should be objective of the
company. Your app is the software app that is designed that will guide in order to search
the places where free food for children in Tel Aviv.
 Price: Price refers to the cost that is affordable by the customer for a product. It is
necessary for the marketers to link the price of the product by considering the various
pricing strategy that is used by the competitors in the market. But various companies
uses low pricing strategy in order to increase its customer base(Kareh, 2018). The
marketers should make sure that the product should provide better experiences to its
customers and one can afford it.
 Place: It is also necessary for the marketers to determine the place where the product will
be launched. The product will be launched in Tel Aviv which is one of the most populous
city in Israel. Your app will help to find the places in the city where free food for children
is easily available . This app will help to research the restaurant market In Tel Aviv and
find relevant places by segmenting the target audience .
 Promotion: Promotion for the product includes the advertising and various other
marketing strategies through which the product can be promoted. With the increase in the
scope of the social media marketing , it has helped various companies to promote its
products and services in order to attract large number of customers. Various social media
marketing strategies have been used such as promoting on social media websites(Sriram,
and et.al., 2019). Not just launching the app is important but on the other hand ,
promoting it is also necessary that helps to spread the information about the unique
features of using the product. ON the other hand , promoting its on the social media
platforms such as Instagram and Facebook help to quickly respond to the customer and
solve their queries which helps in increasing the loyalty towards customers. For
launching this app different social media platforms has been adopted.

Marketing strategy of company:
The marketing STP of yourapp will be the familiar strategy approach in market place.
The company strategy will focus on effectiveness of the app, select the most valuable segment
for the company as well as developing the positioning strategy for each segment.
Segmentation:
market segmentation for the yourapp include the various factors like age , location,
behaviour and others factors (Sahir and Rosmawati, 2020). This strategy helps in targeting users
which helps in improving the results. There are four market segments which are demographic,
geographic, behavioural and physiographic are considered but company will use the
demographic and geographic segment for the market segment.
 Demographic segment: demographic strategy include the age,income, family status
race, gender, etc. it is the most important for the company to use the market segment
because these variable are helps company to easily define and measure the demographic.
It will help in taking calculated decisions regarding the children.
Age: yourapp is targeting the children's where they can eat free but there will be an age limit
range 1–10 years old children can eat free.
Gender: Both boy and girls are treated equally , both can eat free till 10 years old.
 Geographic segment: Geographic segment aims to group customers where they live and
visit in that way, company can go for city, region, district. It helps in customers feel
special and more comfortable (Wuryandani and Ismoyowati, 2018). The company
Segregate customers based on the Tel Aviv place where children can eat free as they
want.
Target market:
Target market audience for the yourapp to achieve the success of company and aware
about the products what they provide which are unique. The target market is the term which are
used for the identified the right audience of your brand in the marketing place. The target market
are important in the digital market which helps company to identify the people or groups app
wants to address. Audience are most important for the app marketing strategy. It helps in
developing yourapp position and better for the competitive advantage.

 Demographic target: yourapp targeting the children and parents who have children age
1-10 year. They navigate their customers with the help of app (Ruiz-Pava and Forero-
Pineda, 2018).
 Geographic target: yourapp target the visitor at Tel Aviv place. Target persons who are
visits with the children's to find out or navigate the customers for children where they can
est free.
Positioning strategy:
company positioning strategy must be good and create unique space for the product and
services in the mind of the customers because the wrong positioning in customer minds can kill
the brand. This business strategy helps company to determine where they stand in the market and
how position attract the more customers towards the business. There are four types of positioning
strategy which are product positioning, perpetual positioning, competitive positioning and
situational position. The Yourapp company analyse the competitive positioning to evaluate their
position in the market as well as 3'c which are working out the strategic positioning.
 Competitive positioning: competitive positioning involves the comparing company with
the another company product or services. The Yourapp have many competitions because
it is a modern world where everyone uses mobile phones and digital platforms. The
competition of the company is kid eat free app where children parent can find place for
eating free for their kids.
 Customers: the customers are more important aspects for the positioning in the market
strategy. So the company will focus on the children's and kids parents. The feedback and
reviews of the customers are positioning the app at the market place and competition.
 Channel or sale team: company can choose charge with the app and can make money
from the advertisements on the app and make it free for the customers. So customers can
access the app through the usual app purchase channels.
Marketing communication plan for the app:
Marketing communication (MarCom) include the advertisement, media which helps in
communicate with market. It helps in developing objective with build service preference and
sales cycles (Krizanova and et.al., 2019). The market app stores have competition and
understanding strategies which helps to expand yourapp in new market. The company advertise
helps to reach out customers about the app awareness and also Yourapp can deal with the

restaurant which are provided free food for the children's. The restaurant can aware the clients
and customers about the Yourapp facilities
Monitoring and controlling plan:
The monitoring and controlling processes ensure that the app should remain on tracks, on
budget and on time (Wambeke and Mainwaring, 2019). It helps in analyse the actual
performance with the planned performance and direct Yourapp company to take appropriate
corrective action as well as monitoring the implementation of any approved changes.
Gantt chart
Task Mode Task Name Duration Start Finish Predecessors
Auto
Scheduled Product Initiation 7 days Wed 4/27/22 Thu 5/5/22
Auto
Scheduled setting up team 2 days Wed 4/27/22 Thu 4/28/22
Auto
Scheduled Development 5 days Fri 4/29/22 Thu 5/5/22 2
Auto
Scheduled Project planning 12 days Wed 4/27/22 Thu 5/12/22
Auto
Scheduled
market reserch and
analysis 2 days Wed 4/27/22 Thu 4/28/22
Auto
Scheduled experts advice 2 days Fri 4/29/22 Mon 5/2/22 5
Auto
Scheduled budget development 3 days Tue 5/3/22 Thu 5/5/22 5,6
Auto
Scheduled Project Implmentation 7 days Fri 4/29/22 Mon 5/9/22
Auto
Scheduled roles and responsibilities 1 day Fri 4/29/22 Fri 4/29/22 2,5
Auto
Scheduled resource distribution 2 days Fri 5/6/22 Mon 5/9/22 5,7
Auto
Scheduled
Project monitoring and
controlling 9 days Mon 5/2/22 Thu 5/12/22
Auto
Scheduled Risk management 2 days Tue 5/10/22 Wed 5/11/22 9,10
Auto
Scheduled
performance
management 2 days Mon 5/2/22 Tue 5/3/22 9
Auto
Scheduled Feedback 1 day Thu 5/12/22 Thu 5/12/22 12,13

CONCLUSION
Yourapp app launched doesn't happen overnight. The app launch at Tel Aviv for the
visitor to find place for children where they can eat for free. Tel Aviv is the capital of Israel and
its not easy to aware about the app. In this report discussed the marketing plan of Yourplan and
their strategies which help company to launch and explore their marketing at Tel Aviv and also
helps to measure the success of app.

REFERENCES
Books and journals
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Kareh, A., 2018. Evolution of the four Ps: Revisiting the marketing mix.
Komari, and et.al., 2020, October. The Effect of Marketing Mix 4P Towards Marketing Product
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Kotler, and et.al., 2021. Marketing 5.0: Technology for humanity. John Wiley & Sons.
Krizanova, A., and et.al., 2019. The effectiveness of marketing communication and importance
of its evaluation in an online environment. Sustainability. 11(24).p.7016.
Ruiz-Pava, G. and Forero-Pineda, C., 2018. Internal and external search strategies of innovative
firms: the role of the target market. Journal of Knowledge Management.
Sahir, S.H. and Rosmawati, R., 2020. Improve Marketing Mix for Marketing Plan Strategic in
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Wambeke, B. and Mainwaring, T., 2019, June. Monitoring and Controlling a Construction
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Wuryandani, S., Ismoyowati, D. and Nugrahini, A.D., 2018. STP analysis in marketing
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