Developing GIGS Destination App: Marketing Analysis and Report

This report provides a comprehensive marketing analysis for the "GIGS Destination" mobile application. It begins with an introduction to marketing and its importance in achieving business goals, followed by an in-depth examination of the marketing mix, including product, price, place, promotion, process, people, and physical evidence, tailored for the application. The report then delves into market segmentation, targeting, and positioning (STP) strategies, outlining how the app will be segmented based on psychographics, geography, and behavior, with a focus on targeting tourists aged 18-35 in major U.S. destinations. A Gantt chart is also included to illustrate the project's timeline and activities. The conclusion emphasizes the significance of effectively implementing these marketing strategies to ensure the application's success. References to relevant journals and books are provided at the end of the report.

Developing an
application and Gannt
chart

Table of Contents
INTRODUCTION...........................................................................................................................3
MARKETING MIX.........................................................................................................................3
MARKET SEGMENTATION........................................................................................................4
GANTT CHART.............................................................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing refers to a function which involves the managing as well as operation and all the
activities for promotion and advertisement of a product or service of a company. It is an
important step for an organisation and plays an important role in attaining all the goals and
objectives for it (Kuzmin, Ignatiev and Grafov, 2020). In the following case study the
development of an application names “Gigs destination” is In order to launch their product which
is an application successfully in market it is required by company to conduct a market analysis
and come up with a perfect marketing strategy. The analysis is done on the basis of marketing
mix and the product will be set up in market based on the segmentation, targeting and
positioning done by company. A Gantt chat is prepared which will be helpful for development of
the application.
MARKETING MIX
A strategic tool used by companies in order to provide products and services to their
customers in the best possible manner is called marketing mix. It is important for every company
to analyse all the factors included in marketing mix so that while initiating the promotion and
advertisement of the product in the market and launching a new product or service in the market
there are no barriers in their way. Below mentioned are all the factors included in marketing mix
for mobile application to be launched by company “GIGS Destination”:
Product: The product in this is the new mobile application which is specifically developed
for tourist so that effective services can be provided to them. This new mobile application is
developed in order to attract all the customers through their phones. This will help the customers
in the major tourist destination of USA to find the best GIGS or gatherings taking place around
their destinations.
Price: Price refers to the cost which the company gets for providing the products or services
in the market. Most of the application these days are free of cost similarly this application will
also be free of cost. Whatever, company earns will be through the advertisements they feature in
their application.
Place: Place is the next important element in marketing mix it is considered the location
where customer receives the product or service. The cell phone or devices where the application
will be installed at the place for this application in marketing mix.

Promotion: A number of ways are used for promotion and advertising of a product and
services these days (Núñez, and et. al., 2020). Online is the best way for promotion of this
mobile application. A number of social media websites will help them in promoting their
products. They will also take help from social influencers who will promote the product at a
large scale.
Process: When considering the process for this new mobile application it will involve
easy to use for customers, providing them practical knowledge as well as logical for the
customers. This application is important to customer as it will help them in saving their time and
also be convenient for them.
People: All those who are involved in promotion and production of a product or service
are people or essential asset for the company. The employees working for organisation, the
software worker and engineers developing this application and everyone included in marketing
department are important people for this mobile application.
Physical evidence: Physical evidence usually refers to a tangible component related to the
product or services. There is no assets tangible component included in this mobile application
however the new logo for the mobile application can be used as its physical evidence.
GIGS destination
MARKET SEGMENTATION
Marketing includes promotion and advertisement of products and services for an
organisation. It is an Ascension function of every business. In order to conduct a proper
marketing process STP is an important strategy used by a number of organisations. It means
segmentation, targeting and positioning of the product and service in the market. This STP
approach for the new application GIGS destination is mentioned below-
Segmentation: Segmentation refers to division of the market and the potential customers on
the basis of their demands and requirements from the product which is the new mobile
application developed by the company (Antunes and Silva, 2020). Segmentation for the company
can be done in various formats which include psychographics segmentation, geography
segmentation, behavioral segmentation and so on. In psychographics segmentation categorisation
is usually done of customer based on their personality traits, values, attitudes, interest, lifestyle,
priorities and so on. For this application the customers who have a free lifestyle and have an

inclination towards GIGS are segmented for this application. While in behavioral segmentation
the purchasing habits, user status and brand interaction is given more value.
Targeting: Targeting is done in which the target market for promotion of the new product is
selected with the potential target audience. For this application all the tourist who fall under the
age group of 18 to 35 years of age or targeted. The major tourist attractions across USA are the
target market for this application.
Positioning: Positioning refers to the concept where outlines are drawn on the steps which
of business must take in order to place the product and its brand in the mind of customers.
Various social media influencers are contacted by company for this purpose. Taking their help
company aims at achieving all its objectives.
GANTT CHART
Gantt chart is a chart which shows the schedule of a project including all the different
activities in the project and the time period required to complete all those activities. It is usually
prepared through the help of excel sheet (Oppong-Tawiah and et. al., 2020). The Gantt chart for
mobile application GIGS destination is mentioned below:

CONCLUSION
The above discussion makes it clear that this new marketing application is important as it
provides an easy shall service to the customers which have never been thought of earlier. It is
essential for the company to use all the marketing strategies mentioned above effectively and
officiant Lee in order to make their product a success in the market. Using all the strategies
company can easily make sure that they earn profit through this application.

REFERENCES
Books and Journals:
Antunes, A.C. and Silva, C., 2020. Designing for Blind Users: Guidelines for Developing Mobile
Apps for Supporting Navigation of Blind People on Public Transports. In User-
Centered Software Development for the Blind and Visually Impaired: Emerging
Research and Opportunities (pp. 1-25). IGI Global.
Kuzmin, N., Ignatiev, K. and Grafov, D., 2020. Experience of Developing a Mobile Application
Using Flutter. In Information Science and Applications (pp. 571-575). Springer,
Singapore.
Núñez, M. and et. al., 2020. A model-driven approach for the development of native mobile
applications focusing on the data layer. Journal of Systems and Software. 161.
p.110489.
Oppong-Tawiah, D. and et. al., 2020. Developing a gamified mobile application to encourage
sustainable energy use in the office. Journal of Business Research. 106. pp.388-405.