Principle of Marketing: Segmentation, Pricing and Communication Plan

This report provides a detailed marketing strategy for a proposed app, focusing on providing food to children aged 1-10, primarily targeting the UK market due to existing nutritional gaps. The strategy emphasizes geographic segmentation, specifically online access, and aims to reach parents and children in suburban areas. The ideal customer is defined as parents with limited resources who need support in providing nutritious food for their children. The app's vision is to provide direction to the audience and aware customers and helps in find out place for children. The mission is to explore world information and make it useful for the audience. The report also discusses the importance of marketing communications, outlining a plan for informing the target audience about the app's benefits. A unique aspect of the strategy is the absence of a pricing model, as the app focuses on providing free food to children, supported by contributions from restaurants looking to reduce food waste. The report concludes with a Gantt chart outlining the timeline for various activities, from initial analysis to implementation.

Principle of marketing

Table of Contents
Answers............................................................................................................................................3
Marketplace for proposed app.....................................................................................................3
Approach for segmentation..........................................................................................................3
Proposal........................................................................................................................................4
Pricing strategy............................................................................................................................5
Marketing communications proposals ........................................................................................5
Gannt chart...................................................................................................................................8
REFERENCES................................................................................................................................9

Answers
Marketplace for proposed app
According to target market it has been analysed that Yourapp identify the right audience
which help company for branding in marketing place in order to target particulars group such as
on the basis of demographic basis, report aims to target parents and their children who are ins the
age 1 to 10 years, in order to navigate regarding the application by strategy related to age,s
income, family status and age (Bonaparte, 2019). This app is proposed to UK because there are
30% of children who are ins the age 1 to 10 years are not able to get adequate amount of food
and died regularly. So, chosen app will fulfil the gap in order providing food to every child.
That is why app will be launched at online so that people can easy to get access by
downloading app and call at given mobile number. Also, on the geographic basis it can be said
that Yourapp target the visitors at Tel Aviv place. This is new strategy which help to provide
unique space for the product and services because company want tos position in market by
providing benefit to society as well as there is less competition seen in order to focus on products
position.
Approach for segmentation
Market segmentation refers to allow to target the content to rights people in the right way
rather than targets entire audience with generic message that attract large number of customer in
easy way. Also, this is help for increasing chance of engaging with attractive content (Rundle-
Thiele, Dietrich and Carins, 2021). There are different types of market segmentation approach
are available such as demographic, behavioural, geographic and psycho-graphic. For the chosen
report geographic segmentation approach will be used by company in order to settings up UK
market on the basis of online, this is the most common approach that is used by most of the
organization. Ons the basis of characteristic's its can be said that app will target children who are
in the age 1-10. Also, it more focus on suburban areas in which there are many children not able
to get proper food because of scarcity of resources so this app will help those children in order to
contribute for society (Palmatier and Crecelius, 2019). The reason behind choosing this approach
is this is helpful for easy to get all the information with the help of application. Also, it is the best
approach which define the importance of targeting on geographic basis in which all the aspect
will cover. Ideal customer

Ideal customer are refers to this customer who will join application and ready to get
benefit from app. Also, for the chosen app ideal customer are those who are parents of below 10
years children also not able to full-fill need of food for their children. So that app allows for
providing benefit to those in order to give them food at 24 hours. Also, company target those
who are not lower income people and need to get enough support for their children. The food
supply by company is full of nutrition so that its help to attract large number of customer. There
will be large number of customer will download the application but use by some of them so that
they can be considered as ideal customer and ready to provide feedback regarding this (Kesting,
Gerstlberger and Baaken, 2018). Further, to identify the customer on critical basis is necessary
because it helps to provide all the information regarding their age, work and their children. For
the online platform there are educated customer are target in order to use android and IOS for
using application.
Also, they are responsible for fill all the information which is related to their profile so it
is necessary to consider as ideal customer who are loyal for their action and then providing them
several benefits such as notification when app need update or additional action expect from the
user (Narula, Kaushik and Hussain, 2022). The objective of developing yourapp is reach target
audience, better return on investment and easy to communicate with customers. Yourapp want to
achieve their goals and achieve the strategies target audience in the market place. Another,
potential customer are related to all the subscriber to application which spend more time and
effort in order to provide more subscriber. There are 60% of market audience are captured on
the basis of cost efficiency and competitive nature of business.
Proposal
Aim- To provide food to each child who are in between age 1 to 10 years.
Vision of the company- The vision of the yourapp is provided direction to the audience and
aware customers and helps in find out place for children.
Mission of the company- The mission of the yourapp is to explore the world information and
make it useful for the audience (Sánchez-Fernández, Iniesta-Bonillo and Cervera-Taulet, 2019).
Tagline- “Have happiness, Go free and eat”
Objectives- The objective of Yourapp is creating an awareness about the app in order to attract
large number of customers tos point out city where children can eat food for free. Also, app will
be launched on the basis of track their parents and complete their requirement. In order to

develop the engagement as well as growth of society by focus on effective customer. According
to the tagine it has been analysed that it is necessary to uses the attractive tag-line which help to
get attentions of large number in order to uses very catchy line. Have happiness is one of the
important quote that related with life of every person in order to provide them surety of getting
happiness for which everyone is looking to get more.
Pricing strategy
Pricing is one of the important factor which help to affect everything and provide values for it in
order to receive by market. It is critical to understand the pricing strategy which can be used by
company because when price is low it can impact on market share as well as it impacted by low
interest generate by people for getting margin for profit. In order to set low price impact on
interest of customer (John and De'Villiers, 2020). Also, price refers to the cost that is affordable
by customer for particular product also it is necessary for marketers in order to link with price by
considering different type of strategy which is used by company. For the chosen company there
will be no pricing strategy used because it is attracting large number of customer by providing
them benefit of frees food. Actually, this can be related to contribute to society so that it help to
provide happiness for all the children and no one can sleep without food. The main motive of the
company to create awareness for getting good food at good time without any hustle. It just needs
contact by operating large number of online users or subscriber who can get benefit of it.
Marketing communications proposals
Marketing communication proposal is related to plan for strategy in order to inform the
target customer audience about the product or services. When the marketing plan sold it helps to
incorporate the target market in order to consider the specific population which is identified for
product or service.
content Purpose of
communication
Who are
responsible
Time period How
Initial regular
analysis
Determine
business case
such as target
large number of
customer
Leadership team 2 week Discussed with
documents and
emails

Project
justification to all
team members
To share all the
ideas with teams
in order to
manage in
effective manner
Research team
will work on that
5 week Internal formal
reports
Portfolio It is necessary to
provide portfolio
so that employees
get ideas about
how it can be
achieved
objective
Human resource
team is
responsible
4 week Discussed with
marketing team
and provide
justification
Introduce
submission
In this process all
the duty are
assigns in order to
focus more on
completing
objective
Submitted to
manager in order
tos accept the
plan accordingly.
2 week Making
discussion and
decision
In order to consider the communication plan for app including all the process by which followed
in order to more focus on media that helped for developing objectives in order to build with
service preferences and sales cycle. The market app is also helped to target large number of
customer in effective manner in order to expand the process for creating awareness. Also, app
store all the information regarding specific duty performs by people and also it helps to give
them better understanding to improving strategies accordingly and then expand in new market.
Yourapp have chances to grow in effective manner by following different aspect that help to
complete all the step by getting positive outcome (Krizanova and et.al., 2019). They are also
focused more on communicate with other owner of restaurant who do not want to waste food by
providing them to children. This is one of the best strategy which helps to provide benefit to
large number of children.

Gannt chart

REFERENCES
Books and journals
Bonaparte, Y. L., 2019. Sustainable outcomes of an experiential learning project in a principles
of marketing course. Journal of Global Scholars of Marketing Science. 29(1). pp.7-14.
John, S. P. and De'Villiers, R., 2020. Elaboration of marketing communication through visual
media: An empirical analysis. Journal of Retailing and Consumer Services. 54. p.102052.
Kesting, T., Gerstlberger, W. and Baaken, T., 2018. A benefit segmentation approach for
innovation-oriented university-business collaboration. International Journal of
Technology Management. 76(1-2). pp.58-80.
Krizanova, A. and et.al., 2019. The effectiveness of marketing communication and importance
of its evaluation in an online environment. Sustainability. 11(24). p.7016.
Narula, G., Kaushik, T. and Hussain, S., 2022. A Value-Based Segmentation Approach for
Domestic Women Business Travelers. Prabandhan: Indian Journal of
Management. 15(2). pp.40-54.
Palmatier, R. W. and Crecelius, A. T., 2019. The “first principles” of marketing strategy. Ams
Review. 9(1). pp.5-26.
Rundle-Thiele, S., Dietrich, T. and Carins, J., 2021. CBE: A framework to guide the application
of marketing to behavior change. Social Marketing Quarterly. 27(3). pp.175-194.
Sánchez-Fernández, R., Iniesta-Bonillo, M. Á. and Cervera-Taulet, A., 2019. Exploring the
concept of perceived sustainability at tourist destinations: A market segmentation
approach. Journal of Travel & Tourism Marketing. 36(2). pp.176-190.