Marketing Management Report: Advntu App and Strategies Analysis

This report provides a comprehensive marketing management analysis for the Advntu app, a reward-earning application designed to connect advertisers and consumers. It details the app's features, benefits, and rationale, with a focus on appealing to its target millennial audience. The report outlines a detailed marketing mix, including product, price, place, and promotion strategies, emphasizing digital marketing approaches such as e-marketing and m-marketing. It explores how these strategies can effectively interact with customers and contribute to the brand's success, highlighting the app's unique value proposition in the advertising landscape by paying users to view ads and providing a platform for smaller brands to promote their products.

MARKETING
MANAGEMENT

ABSTRACT
Marketing management is one of the most important part of the business. It plays a vital
role in the success of the business especially in the promotional activities. The report is based on
the new application- Advntu, that is a reward earning app which lets the users earn rewards by
following a few simple steps. The brand aims at creating a unique channel between the
advertisers and consumers. The present report explains different features and functions of the app
and the variety of benefits that it will provide to its users. It also explains the rationale for the app
and how it can appeal to its target audience/ segment in the market. The main purpose of the
report is to design a detailed marketing mix for the application and individual strategies that can
be used for the success of the product. These strategies and ideas are based on the target market
segment that is the most appropriate for the type of app. It also outlines different digital
marketing strategies and analyse strategies such as E- marketing and M- marketing strategies.
The current report also focus on different ways to interact with the customers with the help of
these strategies and how these strategies can contribute to the success of the brand.

Table of Contents
ABSTRACT.....................................................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Overview of Product........................................................................................................................4
Literature Review.............................................................................................................................5
Analysis and Discussion..................................................................................................................6
Recommendation.............................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management can be defined as the practical application of the marketing
procedure, ideas and type in an organization or a firm. It also focuses on the management of a
firm's marketing resources and activities (Parsons and Lepkowska-White, 2018).
Advntu is an idea of an application that pays money to its users for viewing ads. This is a quite
unique idea that has never been in the market before. There are a lot of times when people get
irritated due to the pop up ads in between the videos and searches. The advertisement industry
and revenues have become a big part of the digital world and is growing rapidly and hence, their
existence cannot be ignored. But what if the users get paid for watching these ads, this will result
in a win- win situation for both the users and the brand as the brand will reach more customers
and the customers will earn profits for the time they waste watching the unwanted apps. The
other feature of this application is that it will also let small brands to upload advertisements on
the basis of payments. This will help smaller companies and products to find a platform to
promote their product.
The current report discuss a new app that focuses on the millennials as the target market that is
being introduced by the company. It explains the unique features and functions of the app and
effective strategies that will influence its target market and potential customers. The app is
primarily focussed on the millennials and is a new idea that has never been before in the market.
The purpose of the report is to analyse appropriate digital marketing strategies and such as E-
marketing and M- marketing and analyse how these strategies can contribute to the success of
the organization.
MAIN BODY
Overview of Product
This application contains advertisement videos of the brands that are willing to pay
money for promotion in a per view payment system. There are a lot of brands that look for
different promotional channels in order to find and reach to maximum customers. The people
rarely pay attention on the bulk of ads on televisions and social media and hence, very less
number of people really get engaged. The main feature of Advntu is that-
 It is free to access and this makes easy decision for the customers to try it out.

 It can be used anytime and anywhere giving the users flexibility in time. Whenever the
person is free and has nothing to do, it can just log in and watch advertisement and
provide ratings and comments to the brand and use the spare time in earning rewards.
 The users can claim variety of rewards such as free music subscription, movie
subscriptions, cash and a lot more.
 The transaction process of the application is simple and smooth in case of cash rewards.
 It provides the best way to utilize the free time and convert it into something rewarding.
Literature Review
To create a better product (in this case- Advntu) and justify with the abilities of the new
product, a marketing mix is very essential. The four key elements of marketing mix helps a
business to maximize its chances of success in the market and create high recognition of the
product (Thabit and Raewf, 2018). The four P's of the marketing mix are-
 Product- These are the goods and services that solve the problems of the people and
provide them satisfaction by fulfilling their needs (Donndelinger and Ferguson, 2020).
The biggest problem of the millennials of today is that they spend a lot of time on their
phones. This prevents them from other activities and as result, the entire time is wasted
and the energy goes in vain. Some people who desire to have a flexible source of a side
income also find it difficult to adjust with their busy lifestyle.
 Price- The price is one of the biggest factors that influences the customers in making the
decisions regarding buying the product and services. It plays an important role in
deciding the success of the product (Hanaysha, Al Shaikh and Alzoubi, 2021). For
example, if the product is overpriced, less customers will get attracted and if the price is
too low, it may create a feeling that the product or service is of low quality and reduces
the trust. So it is important to study the audience and their reactions towards this kind of
products in the past and what influence it had due to the price strategy.
 Place- The place is where the products and services are sold and purchased by the
customers. It is a digital application and the place or the platform where this process will
happen is the internet and distributors of the internet applications. This element of the
marketing mix also considers where the products are advertised and through which
channels (Anjani, Irham and Waluyati, 2018).

 Promotion- It can be defined as the process of reaching to the customers with the right
message and information at the right time. It relates to conducting the sales promotion
and connect with the customers in the most effective way by using influencing words and
message (Donndelinger and Ferguson, 2020). A promotional strategy aims to convey
fruitful presentation in front of the customers and show them the need of the service and
the reasons that how it will solve their problems or bring advantages in their life.
E- marketing
It is also called as the internet marketing strategy as it is the process of planning,
executing, distributing and promoting the product through computerized network such as internet
and world wide web. It provides the customers more convenience and helps the companies to
reduce the operational cost especially in the marketing function (Obeidat, 2021). Some of the
common E- marketing strategies are- Search engine optimization- It helps to reach the target
audience and beat the competitors in search results.
Website design- the app/ website design is one of the most crucial part of the marketing
plan as it is the home of the brand where all the activity will happen. The company should make
sure that the design of the app is exactly as it is being mentioned in the promotions. The moment
it breaks the customer expectation, it may result in the downfall. Hence, making right design and
satisfactory services will automatically increase customer count and shares on the internet.
M- marketing
Mobile marketing refers to the marketing through mobile devices (Tong, Luo and Xu,
2020). For example- short messaging services. It also includes marketing activities that regularly
requires mobile device. The difference between internet marketing and mobile marketing is that
the internet marketing is general marketing that targets many people at a time whereas mobile
marketing targets individual user.
Analysis and Discussion
This application can be used by anyone and does not require any purchasing or deposit
amount. It is a platform where the brands and the customers can interact with each other in a
completely unique way. This is a more interesting way of advertisement that was never adopted
before. It will create a new channel of advertisements for the brands and may result in more
effective advertisement practices.

The purpose of designing Advntu application is to create a source of income for the
individual. Individual can earn money just by watching small videos, the target of designing the
product is focusing on the millennials. Most of the people skip the advertisement video every
time in daily life. Thus, creating application helps to the both the company's who want to
advertise and to the person who wants to earn money. The application generates the
advertisement fee from the companies to advertise the product and pays it to the persons earning
money (Minami and et.al., 2018).
This application will become an addiction for the students, freelancers, housewife and
many peoples which can earn a lot of money in their free time. People working in an office can
also earn money in its free time by just watching 2-3 minutes video. The application has the
options to redeem money in cash or can redeem by purchasing subscriptions for the applications
(Minami and et.al., 2018). If the correct market segmentation has done then the company can be
valued more than one billion in the few years. Applications have many advertisement videos to
watch so people can earn lot of money without limitation. The videos are repetitive, means an
individual can watch one advertisement video several times as it wants to watch.
There are a lot of applications that force the users to watch ads in order to get access to a
particular song or video. This is because that ad is an essential inclusion with the video. The
difference that Advntu will make is that it will make the ads as the first preference and main
activity that the user want to look at. The other apps advertise brands for content whereas this
app is with the soul purpose to advertise ads for contents. It completely reverse the process. For
example- when the person watches certain number of ads, it may unlock access to movies and
videos or cash bonuses that will be used on other applications as well. Its feature of letting small
brands to upload advertisements on the basis of payments benefits smaller companies and
products to find a platform to promote their product.
Product - This app can be used by anybody but it mainly focusses on the millennials as the
target market as they are the ones who are most likely to spend time on internet and use this kind
of stuff. These type of customers are always keen to explore new things in the market and hence,
they can be easily get engaged with the application. It benefits them in useful utilization of time
and the brands as well because they find an easy platform to interact with the customers in a
more proper and satisfying way.

Place - It studies and identifies the place where the most number of target audience is present
and the channels to reach to them and satisfy their needs considering that not all places are
suitable for marketing. It also aims at analysing the habits and lifestyle of the target audience and
the requirement of the sales team and service providers for the product distribution.
Promotion - The core of the promotion is creating meaningful advertisements through popular
channels and creating ideas that attract the audience to engage with the brand. It also analyses
and identify the right timings for the promotions, mediums, cost effective methods of
advertisements, place of the target audience and the competitors.
Digital marketing strategy can be defined as the plan of the business to achieve its
marketing goals through online mediums like the internet (Munsch, 2021). It is recognized and
summarized that marketing plans and mediums which the organization will use and the
investments for the requirement of the practice.
It will give the biggest advantage of this app is that it is free of cost and can be accesses
easily by anyone. It is a completely new idea and hence, there are no issues of competitors that
can manipulate the pricing strategies. This product or app will help in solving these kinds of
issues along with the rewards. This app will let the users to earn rewards by simply watching
advertisement videos on it. It is quite unique and an easy way to utilize the free tome into some
beneficial activity. The users may earn rewards and the users that simply spend time on the
useless stuffs can use this application to make money and earn variety of rewards.
Recommendation
The new app basically considers millennials as the target market. The target
segment that is considered is demographic and behavioural. These segments cover the most
likely audience and their characteristics that can be recognized and understood to gain
information about the market and make strategies for success. The recommendations based on
the segments are-
 The company may analyse the demographics of the population such as age, education
level, income, occupation etc. and find out how this product can enhance their daily life
and provide advantage to them. For example- younger groups can be targeted as they
spend a lot of time on internet, the part- time earners may use it to earn extra rewards etc.
It may also demonstrate the benefits of the app and how it can be useful for them.
Strategies such as sharing rewards can increase customer loyalty as well.

 The price is already free but it may also focus on balancing the cost of production and
distribution and the actual fees that it is getting per views.
 It may analyse the place of distribution and promotion based on where the people are
most engaged. For example- the young ones spend most of the time on social media,
some who spend free time watching television and travellers who use radios for
streaming music. These places may be decided for promotion and it may also use internet
as the way for customer support to make the interaction easily accessible.
 The promotion for the app may be done by deeply analysing the timings. For example-
the ones who like watching sports can be targeted during sports leagues and social media
addicted can be targetted on social media apps and by endorsing influencers. The
company can create effective messages that shows people that why they need this app
and referral bonuses to excite them for the app.
The company may also tie up or make deals with mobile brands to pre install such
applications so that the users get them with the mobile itself. It is the best way to directly meet
the customers and if they do find it useful, they will definitely not uninstall it. M- marketing can
make heavy contribution in the success of the application as people spend majority of time on
mobile phones these days and the people, especially the youngsters are always keen to explore
new offers and deals.
Mobile marketing is the best way to make personal connections. It enables the brand to
analyse personal details of the users and get closer to the customers and convert them into
permanent users. The developing technologies such as virtual reality makes mobile ads more
effective and engaging (Trivedi, Trivedi and Goswami, 2018). If the company can properly use
the mobile marketing strategies, it can help in increasing customers and profit and ultimately
grow the business. An individual can utilize his free time in the application for earnings and it
will help financially to the people by spending only few times. It helps the people in generating
knowledge of market and companies product and services.
E- marketing - The organization will able to use this method to rank the app higher in search
and use other associated benefits of the SEO like keyword search etc. This initially leads to
increased sales, customers interaction and more downloads.
Content marketing- It is recommended as one of the best marketing strategies for online
websites and applications. It refers to creating effective content that catches the eyes of the users.

A fantastic content can help the company to ensure better rank in google and play store/ app
store. The content needs to be unique, creative and eye catching. This will result in higher rank in
searches automatically if it is more visited. Social media marketing- the most used channel of
marketing in the present times with the highest audience pool. The company may identify the
social media sites that are most popular amongst its target audience and promote the application
through popular influencers (Thomkaew and et.al., 2018, September). This can be the best and
the fastest way to reach to the audience at first. It will help the brand to increase its followers and
recognition in quick time.
M- marketing - It has a deep research and understanding of the nature of the mobile users that
enables it to design the strategies according to the mobile platform used and adapting to multiple
techniques of mobile marketing. It also focuses on ensuring that the users get regular
notifications (Al-Surmi, Cao and Duan, 2020). The most common way is SMS notifications that
displays offers. The company may target its potential customers and create a communication
with the users. These type of messages have the best chance that they will be red by the users.
CONCLUSION
It has been concluded from the above report that marketing management is very crucial
for an organization especially when it is deciding to launch a completely new idea. To
understand the marketing management and make strategies, it is important to analyse the
marketing mix and its elements. It is also important to decide target market segment and plan
appropriate strategies according to the target audience. There are different marketing strategies
such as E- marketing and M- marketing that have proven to be useful and better than the
traditional marketing methods. It is important for the organization to show the audience that how
the new product will solve their problems or bring additional benefits in their life. The
organization may analyse various trends and innovations that can shuffle the minds of the
people. This can be done through effective promotion techniques such as the use of impactful
words, demonstrating benefits etc. It has been identified that the E- marketing strategy is far
more returning in terms of revenue that the traditional marketing (Suleiman and et.al., 2020). The
transparency of the internet has various benefits such as data calculations, arrangement and
analyses of information and wide range of people etc. All this can help the organization to make
effective research and planning. Through using of the application will able to earn the money

without affecting its daily life. It is also identified that some important digital marketing
strategies include E- marketing and M- marketing strategies that the organization will use to gain
the desired results. It was considered that the storage and manufacturing unit of the company will
be managed. The report also identified that most important aspect of this marketing plan is the
place of promotion.

REFERENCES
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