Marketing Mix and Digital Strategies for Dream Designs Application

This report provides a comprehensive marketing analysis for the Dream Designs augmented reality application, developed by Onesys. The report begins with an executive summary and introduction, followed by a detailed description of the app, its features, and functions, focusing on its ability to allow users to design their homes virtually. The report explains the rationale behind the app, targeting high-net-worth millennials, and their preference for luxurious living and efficient home design processes. It presents a brand-new marketing mix, including product, price, place, and promotion strategies, tailored to the target segment. Furthermore, the report evaluates the use of appropriate digital marketing strategies, including SEO, social media marketing, in-app advertising, SMS marketing, and location-based marketing, to promote the app and increase its customer base. The conclusion summarizes the key findings and recommendations, highlighting the importance of a robust marketing strategy for the successful launch and adoption of the Dream Designs application.

MARKETING
MANAGEMENT

EXECUTIVE SUMMARY
This report presents detailed information on the need of Augmented reality based application
in Interior designing industry. Furthermore, the brief analysis on strategies and approaches to launch
and implement new application in targetted market segment is presented. There has been thorough
discussion on tools and methods of promoting application through multiple E- marketing and M-
Marketing approaches has been mentioned.

Table of Contents
EXECUTIVE SUMMARY..................................................................................................................2
INTRODUCTION................................................................................................................................4
Task 1 -Give a brief description of the app that you want to introduce into the market. Explain its
features and functions. ....................................................................................................................5
Task-2 Explain the rationale for the app, why and how it would appeal to its target segment(s). . 6
Task-3 Design a brand-new marketing mix for the app. You must specify the individual strategies
that you are recommending for the app. Justify all the strategies that you are recommending,
based on the segment(s) that you are targeting. .............................................................................7
Part-4 Evaluate how the organisation can use appropriate digital marketing strategies, including
an analysis of E-marketing and M-marketing strategies. Analyse how these strategies can
contribute to the success of your organisation.................................................................................8
CONCLUSION..................................................................................................................................10
REFERENCES...................................................................................................................................11

INTRODUCTION
Marketing refers to the set of actions and activities a company undertakes to establish its
products or services in the market by various methods of promotion and selling. Marketing is one of
the most significant tool that aids companies in creating their brand image. On the other hand
creating plans, strategies and monitoring them while implementing various marketing approaches to
promote and sell the products is called as Marketing Management. Further in this report, a detail
study has been conducted regarding a new application being developed by an Tech. Company
Onesys. The developing application is an Augmented reality app that aids user in creating interior
designing ideas for their homes, offices etc. virtually. In context to developing application,
interesting analysis on prominent strategies of marketing have been presented further.
MAIN BODY
Task 1 -Give a brief description of the app that you want to introduce into the market. Explain its
features and functions.
Onesys one of the Tech. Developers in UK is working on building an augmented reality app that
helps people in creating and implementing their home's interior designing ideas virtually by giving
them a virtual platform to create their accommodation's interior as per their desires. This virtual
interior designing app is being developed in the name of “Dream Designs”. Dream Designs
application provides its users a virtual interface where individual can capture the image of his/her
rooms and the app would allow him/her to try best interior materials and furniture's by placing 3D
models of decors and furniture items that needs to be placed at particular location virtually allowing
user to map the best suitable interior frame for his room. This AR application will help users in
determining how an item or furniture would look like in any setting in the rooms. It will help users
in implanting their home's interiors as per their desires without actually buying it allowing them to
self design the interior for their accommodations. Apart, a shared market place option is also added
in the application to purchase the interior designing materials and furniture from the market
interface of the application allowing users to find and purchase interior designing stuffs without
visiting physical markets.(Kundu, S., 2021)
Features of “Dream Designs” virtual interior designing application-
The application is packed with several below mentioned outstanding features to create simple user
interface making the work easier for users -

 Professional Assistance – This feature allows users to connect with professional interior
designers to aid them in implanting new innovative ideas and suggestions to buy interior
décor items and furnitures for their homes as per their preferences.
 Interior Shoppe – Interior Shoppe feature of “dream design” app connects people with
furniture and home decors market vendors and suppliers of the area where one can buy
décor items and respective material as per their preferred designs Without physically visiting
the markets.
 Suggestions and Ideas – Dream Designs application is loaded with thousands of home
interiors and designed rooms images and videos that a user can use to generate new ideas
similar to the images. Suggestions and ideas feature assists users in providing best possible
interior designing images and ideas for their rooms.(Grau, Kleiser and Bright, 2019)
Functions of “Dream Designs” AR application -
The application has multiple inbuilt functions that creates interesting virtual environment for users
to design their home's interiors at the pace of a click only. These are as follows -
 Create Virtual home – When a user clicks inside picture of the respective room or place
he/she wants to design the interior according to his/her desire. The application creates virtual
3D real room and home interface similar to the real location. It helps users in perfectly
design and selecting the best fit décor item for his home interior.(Bly, 2018)
 Self Designing - The Artificial intelligence interface act as automated designing function in
the application. It allows user to sit back and relax after uploading the picture of the
respective room or place. The A.I functions by implementing best interior colours and décor
items in the room by itself allowing user to present fresh interior designing concept.
 Actual Dimensions - “Dream Design” Application measures the room length, width and
height with specific A.I augmentation tools and helps users in suggesting the appropriate
size of furniture and décor items required in the respective rooms and place inside a home.
Task-2 Explain the rationale for the app, why and how it would appeal to its target segment(s).
In the past decade, technological advancement in the form of Mobile applications and
softwares have taken over the entire business industries. On top of that, Introduction of Artificial
Intelligence in technical world has created a steep boom in growth and development of applications
to make every task simpler and easier for humans. In every industry, whether it is auto mobile,
FMCG, Product delivery, Travel and leisure, e-commerce etc. all such industries are backed by

technical tools and advanced applications and softwares making business smoother for both
consumers and producers. So, the construction industry also came up with several digitalized tools
in the form of mobile applications that aids in locating, buying, selling and renting properties along
with aiding in construction activities for the civil engineers.(Heggde and Shainesh, 2018)
“Dream Design” as an application is being launched in the market as a reason of embracing
change in home designing industry. Primitively, it was quite a hectic process to decide and design
the perfect home interiors for respective homes and offices. From building the roadmap containing
dimensions of each room to making lists of required décor items and furniture and buying them
from market physically requires lots of time and efforts. It took months to design a single room.
After thorough market analysis and research on customers demand Onesys developed an augmented
reality application providing users self design their homes and office interiors. (Hua, 2019)
By developing “Dream Design” application Onesys is highly focused on targetting high net-
worth millennials who prefers lavish living style by surrounding themselves with luxuries at homes.
The rapid advancement in lifestyle of such millennials created an urge to develop such application
which is efficient enough to bring modularized culture in homes, villas and offices of high net worth
millennials. Such people are quite busy in their lifestyle and don't want time consuming primitive
practices when it comes in developing new or renovating accommodations or office's premises.
“Dream Design” application aids as helping hand for Millennials class to present them with their
desirable interior upgrade to their homes, villas or offices. To target millennials, Onesys is highly
aligned towards creating high class digital advertisement by acquiring elite models and businessman
as their advertising sponsors to capture the interest of high net-worth millennials of UK. (Izzat
Muhammad Rakh, Farghaly, and Al-Din, 2021)
Task-3 Design a brand-new marketing mix for the app. You must specify the individual strategies
that you are recommending for the app. Justify all the strategies that you are recommending,
based on the segment(s) that you are targeting.
To develop and launch “Dream Design” application for high net-worth millennials of UK. A
proper marketing mix strategy has been presented below -
 Product – Dream Design is a digital product and it is necessary to develop the application
worth enough of remaining stable at virtual marketplaces like Play-store and App store
based in multiple OS versions of mobiles. For long term stability on such online app stores,

Dream design should be built bugs free along with no frequent crashes while being used. It
should also have user friendly interface because eventually more downloads results in
generating higher revenue for the company.
 Price – Onesys should implement freemium model of “Dream Design” application for its
users. As the target market is Millennials, it would allow them to experience the application
initially be providing free service for a week and later entire application services could be
purchased by paying certain amount to buy application's premium services. As, favourable
interface as per users desires and preferences would allow millennials to buy paid version
easily.(Kannan, 2020)
 Place – “Dream Design” being a digital application would be made available on Android,
windows and Apple's digital stores platform. It should be considered that the percentage of
Apple's IOS interface users are higher among millennials as compared to other virtual
platforms but android and windows users occupancy has also increased in pas few years. It
would be beneficial for Onesys to launch application at both virtual store as it will lead in
generating higher profits.
 Promotion – The best and most proficient method to advertise digital applications like
“Dream Design” is to create and launch digital media advertisement campaigns. Apart, the
ad pop ups on platforms like Facebook, YouTube and other OTT platforms will bring
considerable traffic to the application downloads. In – app advertisement would turnout to
be beneficial method by promoting application through 3rd party apps.(Sharma and et. al.,
2018)
Part-4 Evaluate how the organisation can use appropriate digital marketing strategies, including an
analysis of E-marketing and M-marketing strategies. Analyse how these strategies can
contribute to the success of your organisation.
To promote “Dream Design” application among the target market Onesys can use multiple E
– marketing and M- marketing tools and strategies to capture the market and increase its customer
base. Few of them are as follows-
 Search Engine Optimisation (SEO)- This is one of the most prominent e marketing
strategies used by companies to promote and establish positive product reach in the
segmented market. Tools like Keyword search can help “Dream Design” to reach its target
marketplace. Whenever a user types a keyword related to interior, design, upgrade etc. an
application pop-up appears that would catch the attention of new users.

 Social Media Marketing- Several social media platform like Instagram, Meta world and
other similar platforms can aid in promoting the “Dream Design” application. Advertisement
campaigns and pages could be launched on such platform that will attract customers towards
the newly launched application.(Nasir and et. al. 2018)
 In app Virtual Ads- campaigns - In between ad pop ups on other entertainment
application could act as a big plus approach to advertise and promote the application among
targetted customers. Several OTT platform and YouTube could be used to run application's
advertisement in between the videos to capture customers.
 SMS Marketing Strategy – This is the most widely used mobile marketing strategy used
by companies simply by sending SMS to the customers of their targetted segment
marketplace. Application can be promoted by offering coupons and offers to new customers.
 Location Based (GPS) Marketing – This could bring favourable results for “Dream
Design” application as this strategy is used to target specific customer base by targetting
their Geolocation. As Onesys is focused on Millennial market segment, this strategy can be
used to identify the high class people accommodations in the city and ads and campaigns
could be implemented accordingly.(Iacobucci, 2021)
Above mentioned tools and strategies could bring prominent results for the company in launching
and acquiring targetted market segment.

CONCLUSION
The detailed study in the above report concludes that, to develop and launch an application
there are certain tools and strategies that a company could implement and conduct to achieve the
desired objectives. Above report in reference to “Dream Design” AR application presents the
reasons and approaches to create a new application for a particular market segment. Furthermore,
the most efficient and significant strategies to develop an application truly presents the transparent
approaches to consider while developing new application. Marketing strategies been designed in the
products draws a roadmap for efficient acquisition of targetted marketplace.

REFERENCES
Books and Journals
Bly, R.W., 2018. The digital marketing handbook: A step-by-step guide to creating websites that
sell. Entrepreneur Press.
Grau, S., Kleiser, S. and Bright, L., 2019. Exploring social media addiction among student
Millennials. Qualitative Market Research: An International Journal.
Heggde, G. and Shainesh, G. eds., 2018. Social media marketing: Emerging concepts and
applications. Singpore: palgrave macmillan.
Hua, H., 2019. Mobile Marketing Management: Case Studies from Successful Practice. Productivity
Press.
Iacobucci, D., 2021. Marketing management. Cengage Learning.
Izzat Muhammad Rakha, S.R., Farghaly, Y.A. and Al-Din Radwan, A.K., 2021. The impact of
augmented reality technology on the interior design. Journal of Arts & Applied Sciences
(JAAS), 8(1), pp.85-102.
Kannan, P.K., 2020. Key Components of a Digital Marketing Strategy. In The Routledge
Companion to Strategic Marketing (pp. 231-244). Routledge.
Kundu, S., 2021. Digital Marketing Trends and Prospects: Develop an effective Digital Marketing
strategy with SEO, SEM, PPC, Digital Display Ads & Email Marketing techniques.
(English Edition). BPB Publications.
Nasir and et. al. 2018, November. Augmented Reality Application for Architects and interior
designers: Interno A cost effective solution. In 2018 IEEE 5th International Conference on
Smart Instrumentation, Measurement and Application (ICSIMA) (pp. 1-6). IEEE.
Sharma and et. al., 2018, January. Markerless augmented reality based interior designing system.
In 2018 International Conference on Smart City and Emerging Technology (ICSCET) (pp.
1-5). IEEE.