Marketing Principles MAR0011: Travel Zoo App Segmentation & Strategy

This report provides a comprehensive analysis of the marketing principles applied to the Travel Zoo application, a travel and tourism app designed for children visiting Tel Aviv. It details the segmentation approach, focusing on psychographics, and identifies the ideal customer as parents seeking free eating options for their children. The report outlines the brand name and tagline, proposes positioning strategies, and applies marketing theories such as Maslow's hierarchy of needs and SWOT analysis. It also suggests a free pricing strategy, generating revenue through advertisements from hotels and restaurants. Furthermore, the report includes marketing communication recommendations, such as word-of-mouth marketing, QR codes, real-time marketing, and social media marketing, along with a Gantt chart for marketing communications implementation. The analysis covers various segmentation uses, a pen portrait of a potential user, and concludes with a summary of key findings related to the app's marketing strategy.

PRINCIPLES OF
MARKETING
MAR0011

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Approach for segmenting the market...............................................................................................3
Brand name and tag line..................................................................................................................3
Ideal customers for the app..............................................................................................................4
Uses of the segmentations-..........................................................................................................4
Pen Portrait...................................................................................................................................5
Recommendations for POSITIONING the App..............................................................................5
Marketing theories.......................................................................................................................5
Pricing strategy of the app ..........................................................................................................6
Marketing communication recommendations..................................................................................6
Marketing communications Gantt chart..........................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Travel zoo is the kind of the travel and the tourist application for the children whose main
emphasize is on the children who basically studies in the school or are the pre preschoolers for
the purpose of the pointing out the visitors into the city of the Tel Aviv to those places where the
children can eat for free of the cost. The travel marketplace which is implementing its services
through the online mode is the one which connects the providers of the travel services to the
customers. The provides basically develops the list of the vacation packages, the bookings of the
restaurants, the hours of the sightseeing and much more than that. The consumers are able to
search with the help of the marketplaces and accordingly select from those options which suits
them the most. Travel zoo app offers the large number of the opportunities to the children by
offering them the places where they can eat for free of cost. Moreover, in addition to that they
can also book the cars, flights, cruises, getaways and many more. This application is suitable
only for those children that are mostly the preschoolers. This application is also very children
friendly because the kids can use ithe app in a very reliable ans the easy manner and it is also
made in such a way that the kids find it fun in using it (Taylor,2020).
Approach for segmenting the market
The most appropriate and the suitable approach for the segmentation of the market will
be the Psycho graphic segmentation. Understanding these elements of the consumers can assist
in the creation of the content which attracts the consumers in an efficient way. Some major
examples of the psycho graphic characteristics will be the lifestyle, beliefs, values, interest,
attitudes and the traits of the children. The psycho graphic segmentation is suitable for this
particular kind of the travel app which is Travel zoo for the children as this approach helps in the
gathering of the data by asking the existing customer for the information by using the surveys
which can be done by noticing at how the children communicate and interact with the app and
accordingly see the content that they use most of the time (Taylor, 2020).
Brand name and tag line
The name of the brand is Travel zoo and its tag line is “Live to travel”. The features
which are included in the Travel zoo app are that it suggest the places and the locations to eat for
free of cost, the nutrition values, health and the safety regulations, allergy advices, pre bookings
and the walk in facilities.

Ideal customers for the app
The most appropriate customers for the Travel zoo app in the city of Tel Aviv would be
the parents of the children who need to find the places where they can eat for free of the cost. By
offering recommendations of the app to the people and the friends that will also give the
suggestions of this app to their friends and peers who are also the parents and have the kids and
can write the positive feedback and then they can give the positive feedback of the app. For
drawing in the ideal customer, developing a profile would help in offering a clear vision of the
specific ideal customer. So mainly the ideal customer would be the people who will bring them
in the city of Tel Aviv and those includes the parents, guardians, educational institutions,
professionals and the carers (Hamilton, 2018).
Uses of the segmentations-
Demographic segmentation-
The demographic segmentation assists the organisations in understanding about who are their
customer so that their requirements could be addressed in a proper manner and also it specifies
the most suitable way for reaching out to the customer and examine their behaviours.
Lifestyle segmentation
It is the kind of the practice in the business in which the overall and the complete market is bring
broken down into various groups and the sub groups in which these markets generally includes
the potential or the actual buyers. The objective is to use the single or more lifestyle
segmentation in the form of the target marketplace into the marketing mix of the business
(Córdova and Gómez).
Behavioural segmentation
It is that type of the segmentation which observes the actions of the customers which will help
the marketers in sending the tailored messages. When these are being identified by their
particular behaviour then the mobile marketers can easily focus on the messages and the
campaigns that are mainly for those people.
Benefit segmentation
It is that kind of the segmentation which includes the statementing the marketplace on the basis
of the perceived value or the benefits which the customer realise that they got from the product.
Geo- demographic segmentation

The necessary variables which are relevant to the gender, age, income, education level and much
more which specifies about the segment of the lifestyle can be implied to the site selection
analysis, retail planning and the marketing (Swanson and Davis).
Pen Portrait
Peter is 70 year old man who is going to be retired as an office employee and also he
lives with his two small children in the city of the Tel Aviv and also he does not have any vehicle
by which he can travel and always depend upon the public transport. His income is also not so
much or not very sufficient for running the home that is why the Travel zoo app would work the
best for this kind of the individual as it helps in locating the places fastly where the children of
Peter can eat for free and also it is user friendly app that will make peter find the places easily on
the app (Kotler, 2018).
Recommendations for POSITIONING the App
 Determining the existing brand positioning of the app
 Developing a brand essence chart
 Identifying the competitors of the businesses
 Conducting a research of the competitors
 Identifying the unique value preposition
 Creating a brand positioning frameworks
 Developing the positioning statement
 Examining whether the position statement works
 Making an emotional bond with the customer and the prospects
 Implementing the differentiating qualities of the brand at the time of the sales processes
 Creating value
 Making sure that the customer facing employees use the brand.
Marketing theories
Maslow's need hierarchy theory
This theory classifies the needs which are the self actualisation, esteem needs, the love and the
belonging needs, safety needs and the biological and the physiological needs of the individual.
SWOT analysis
This theory is mainly used in the strategic planning which includes the strengths, weaknesses,
opportunities and the threats and is mainly applicable to the multiple marketing campaigns.

Consumer decision making process
This theory is used in the decision making processes by the consumers which includes a series of
steps that are the awareness, interest, consideration, purchase and loyalty.
Porter's five forces
This is that kind of the marketing theories which is used mostly in the professional marketing
courses and consists of the five forces that are the competition, new entrants, substitution,
suppliers and the buyers.
Pricing strategy of the app
The pricing strategy of the app would include that the Travel zoo app will be provided
free to its users and it downloading will also be free and the app company would generate the
revenue from the hotels and the restaurants from the promotion and the advertisement done for
those places. By recognising all the price which are relevant with the implementation of the
business which includes the time spent on developing and the promotion of the vacation or the
experience. Most importantly, the mark up pricing strategy would be applicable fro this kind of
the app as it will set the price and the activities of the children by generating the revenues on
each specific sale. When the markup pricing is measured in the international trade then the
particular costs of the exporting items like the need of the transportation, intermediary margins
and the custom tariffs are needed to be taken into consideration.
Marketing communication recommendations
World of the mouth marketing- This type of the marketing focuses on the creating the effect of
the oral techniques of awareness of the advertising and promotions between the customer
themselves.
QR codes (QRC)- This technique is used in the promotion and the advertising and the
communication of the product which can used in the websites, coupons and the fully electronic
business related cards. The most crucial ones are the application and the smartphone (Kruchkov).
Real- time marketing- It is basically used in the date events. The important difference between
the real time marketing and the marketing is that instead of the developing and the marketing the
plan advance, the real time marketing creates a type of the strategy that focuses on the prevailing
immediate feedback and the related trends from the consumers (Hickman, 2020).

Social-media marketing- It is fastly growing in the field of technology in the web based
surrounding. It mean that it is totally based on the social media where the peole has same kind of
the interests, objectives and the practices.
Marketing communications Gantt chart
Task Name Duration Start Finish
Identifying the target
audience 2 days Mon 5/16/22 Tue 5/17/22
Setting Mar comms objec 3 days Wed 5/18/22 Fri 5/20/22
Developing Mar comms
budget 7 days Mon 5/23/22 Tue 5/31/22
Designing
communications 3 days Wed 6/1/22 Fri 6/3/22
Choosing the
communication channels 5 days Mon 6/6/22 Fri 6/10/22
Implementing plan 10 days Mon 6/13/22 Fri 6/24/22
Evaluation 6 days Mon 6/27/22 Mon 7/4/22
Monitoring and control 10 days Tue 7/5/22 Mon 7/18/22
Performance measurement 5 days Tue 7/19/22 Mon 7/25/22

CONCLUSION
From the above report, it has been concluded the marketplaces for the Travel zoo
application, its approach for the segmentation, the ideal customer of the app, proposals for the
product element of the app, the brand name and the tag line, the pricing strategy, marketing
communication proposals and the Gantt chart which is on the basis of the marketing
communication, the uses of the various kind of the segmentation, pen portrait, recommendations,
marketing theories and the marketing communication recommendations.

REFERENCES
Books and Journals
Chakrabarty, S., 2018. Principles of Marketing.
Córdova, A.V.M. and Gómez, N.M.D.C.F., Principios de marketing y competitividad como
estrategias claves para el desarrollo de las MIPYMES en la provincia de El Oro
Principles of marketing and competitiveness as key strategies for the development of
MSMEs in the province of El Oro.
Hamilton, C., 2018. Black Americans Past and Present Created Frugal Innovations and
Embraced Circular Economy Principles: The Marketing Dilemma. In 11th Annual
Conference of the EuroMed Academy of Business Research Advancements in National
and Global Business Theory and Practice.
Hickman, T.M., 2020. The Week in Review: The Impact of a Current Events Assignment on
Students’ Interest in Marketing. Business Education Innovation Journal VOLUME 12
NUMBER, p.63.
Kotler, P., 2018. Kotler & Armstrong, Principles of Marketing| Pearson.
Kruchkov, O.A., ON SOME ASPECTS OF MODERN MARKETING. Редакційний колегія
збірника матеріалів конференції, p.204.
Swanson, S.R. and Davis, J.C., 2020. GEN Z's Conception of Marketing. Journal for
Advancement of Marketing Education.28(1).
Taylor, R., 2020. Reframing Delivery of Principles of Marketing: Moving Bored Students to
Board Room Employer-Needed Kick-Ass Skilled Grads. Academy of Business Research
Journal,2, pp.52-66.