Case Study: Point and Know App Marketing Mix, Branding, and Features

This case study examines the marketing strategies for the "Point and Know" app, designed to provide information about landmarks and musical connections in New York City to foreign tourists. The report analyzes the marketing mix, including product (the app's features), price (free for a trial period, then subscription-based), place (Google Play Store), and promotion (social media, YouTube, and TV). The target market is identified as foreign tourists visiting New York, and the app's key features are detailed, such as landmark history, musical event information, ticket booking, and communication features. The branding strategy focuses on user-centric design and usability. A Gantt chart outlines the project timeline, including tasks such as project initiation, design, testing, and launch. The conclusion emphasizes the importance of marketing in promoting the app and highlights the key components of the marketing mix, target market, and app features. The report references several academic sources to support its analysis.

Case study
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4
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INTRODUCTION
In recent times, tourism industry is rapidly growing at global level. Many new area are emerged
in this sector. Technology is being used to a great extent. So, it is necessary to do marketing of
App so that people are aware about its features, use and other things. Marketing haa become a
common practice for all business. Through that, awareness is generated among people regarding
any new thing. Along with it, target market needs to be identified so that app is advertised. The
report will describe about a point and know app and target people for it. Also, it will be discussed
on features of app and how it can be branded. The marketing mix concept will be explained as
well.
MAIN BODY
The marketing mix is a framework which is applied in order to promote and advertise product
and service. It is used in order to find out what is included in product and how overall process
will be initiated. It is useful in analyzing market and then using marketing mix to promote it in
effective way. Usually, there are 4 P's in it which is used for every new product or service that
has to be marketed. Similarly, in current case study marketing mix theory is as below
Product- it refer to product or service which is being offered to people. This can be either
tangible or intangible. It consists of several features and specifications in it. In present case, point
and know App is service. It enables in providing info about landmark in New York and learn
about musical connection.
Price- the price refer to selling price of product or service at which it is offered to customer in
the market. Here, price is determined on basis of cost as well as how much customer can afford it
to pay. Thus, for App there will be no price charged. It will be available to free for customer for
3 months and then $20 for one year subscription will be charged.
Place- basically, it refers to place where product or service is available to buy. It must be
convenient enough for people to buy it. The place is selected after analyzing the market
condition. It may be either a store, online local market etc so, the App will be available on
Google play store and can be downloaded easily.
Promotion- it is main P in this as it is related to way in which promotion will be done. So, it
enables in generating awareness among people about new product or service. Therefore, the App
will be prompted in various ways. For it social media, you tube, TV etc will be used to promote
App. It will help in attracting a lot of people and creating awareness among them.
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So, this marketing mix will be useful in targeting special audience and creating awareness about
App among them. It will provide a insight to company to develop strategy on how to attract
people and promote App.
Target market
It is necessary to find out target market so that accordingly marketing and promotion can be
done. Along with that, it becomes easy to focus on particular market and develop strategy
according. Thus, for App the target market will be those foreign tourists who visit New York.
The tourist will be of all age, gender etc who come on tour. Thus, by using the point and know
App they will be able to get details about landmark.
Features of App
It has been analysed that the App developed will help foreign tourists who arrived is New York
to get info as in every App there are various types of features available. The features depends on
purpose for which App is developed. Likewise, in point and know App there will be various
features in it which is as described below
The App will provide detailed history and info of the landmark and its surrounding area to
tourists.
It will provide info about musical connection related to landmark and what type of major music
events and concert are being held near that landmark with date and time.
The App will also contain feature of finding out landmark in city other than New York as well. It
will make it easy to search and find out landmark easily for tourists.
They tourist can also communicate with other by chatting or video calling.
Along with offering details of music gigs App will allow tourist to book tickets as well for the
event they want to attend.
It will consists list of all music gigs and events which will occur in coming date along with its
time and venue.
The App will allow tourist to get register themselves on it so that they are notified when any
music event is going to occur. So, through notification they will also receive e mail of it.
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However, with all these initial features App will be launched. Apart from it, with technology
advancement new features will be added into App according to needs of customer. Also, user
interface experience will be improved as well in it.
Branding
In order to create awareness App among tourist it is important to do branding of it. This enables
in creating a brand name of App. So, there are many ways of doing branding through which App
can be brand. They are mentioned below
User centric App design- here, the brand of App will be based on it. This means that App will be
developed to meet user expectation and needs. Its function and usability will be made easy so
that tourists can easily use it. Alongside it, A/B testing will be done to identify user needs. So,
according App features will be integrated into it. Besides, focus will be on user interface as well.
This will enhance user experience and ease is using of App. Therefore, accordingly design of
App will be done.
Gannt chart
The ghannt chart is a graphical representation of entire project activities which enable in giving
overview of start and end date of each task. Besides that, in this the duration of each tasks is
prescribed as well which helps to find out how much time each task requires. Alongside, it
consists of predecessors as well which state what activity is dependent on other or how other
activity will begin from which one. The App chart is as below
Task Name Duration Start Finish Predecessors
Project initiation 1 wk Mon 7/8/19 Fri 7/12/19
Commission of design of
App 3 wks Mon 7/15/19 Fri 8/2/19 1
Commission of outline
design of App 2 wks Mon 7/15/19 Fri 7/26/19 1
Commission outiline- design
inverter product 1 wk Mon 7/15/19 Fri 7/19/19 1
Detailed design of App 8 wks Mon 8/5/19 Fri 9/27/19 2
test automation equipment 6 wks Mon 12/2/19 Fri 1/10/20 7,8
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transport automation
equipment to new factory 4 wks Mon 1/13/20 Fri 2/7/20 11
install automation in new
App 6 wks Mon 2/10/20 Fri 3/20/20 9,12
install software for App
equipment 4 wks Mon 3/23/20 Fri 4/17/20 13
install software for App
product line 5 wks Mon 4/20/20 Fri 5/22/20 7,14
test inverter product line 6 wks Mon 5/25/20 Fri 7/3/20 14,15
Launch App 6 wks Mon 7/6/20 Fri 8/14/20 16
project closure 0 wks Mon 8/17/20 Mon 8/17/20 17
/
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CONCLUSION
So, it is concluded that marketing helps in promoting and advertising of products and services
through various sources. The marketing mix is framework used for it. There are 4 P's in it that
are product, place , price and promotion. Also, App is a service which will be available on
Google play store. It will be free for 3 months and promotion is done through social media you
tube, TV etc moreover, target market for App is foreign tourists who are music concert lovers. In
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addition, the App consists of various features like details of all music concert and events, ticket
booking, chatting etc also, branding will be user centric App design.
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REFERENCES
Books and journals
Arnott, J., Malone, M. and McNaughton, R., 2018, October. Involving People with Cognitive
and Communication Impairments in Mobile Health App Design. In Proceedings of the 20th
International ACM SIGACCESS Conference on Computers and Accessibility (pp. 367-369).
Zheng, S., Zhang, H and Li, B., 2016, February. brief analysis on “heyuantong” campus mobile
phone app design. In 2015 5th International Conference on Computer Sciences and Automation
Engineering (ICCSAE 2015). Atlantis Press.
Deka, B., Huang, Z., and Kumar, R., 2017, October. Rico: A mobile app dataset for building
data-driven design applications. In Proceedings of the 30th Annual ACM Symposium on User
Interface Software and Technology (pp. 845-854).
Fang, J., Zhao, Z. and Wang, R., 2017. Design and performance attributes driving mobile travel
application engagement. International Journal of Information Management, 37(4), pp.269-283.
Behrang, F., Reiss, S.P. and Orso, A., 2018, May. GUIfetch: supporting app design and
development through GUI search. In Proceedings of the 5th International Conference on Mobile
Software Engineering and Systems (pp. 236-246).
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