Case Study: Marketing Mix, Theory, and Gantt Chart for App

This case study analyzes the marketing strategies for the "Point and Know" application, designed to connect users with musical events and landmarks in New York. It begins with an introduction to the importance of marketing for businesses and the application's purpose. The main body covers the marketing mix (product, price, place, promotion, people, process, physical evidence) and marketing theory, specifically the STP model (Segmentation, Targeting, and Positioning). The case study then presents a Gantt chart illustrating the application's development timeline, from initial proposal to final presentation. The conclusion summarizes the key role of marketing in business success and emphasizes the application of marketing tools for product promotion. The document references books and journals related to marketing strategies and business development.

Case study and Gantt chart

INTRODUCTION....................................................................................................................3
MAIN BODY............................................................................................................................3
Marketing mix........................................................................................................................3
Marketing Theory...................................................................................................................4
Gantt Chart.............................................................................................................................5
REFERENCES.........................................................................................................................7

INTRODUCTION
For an organisation marketing is essential as it provide assistance in enhancing sales
and profit of business firm. In addition to this, there are several ways by using which an
organisation can market their products as well as develop positive image market area (Fang,
2019). This project is based on point as well as know application which help subscriber in
finding different landmarks in New York for musical connection and several other
information related to gigs which they might want to attend. It will going to discuss
marketing mix and marketing theory which provide assistance in promotion of application. In
addition to this, Gantt Chart for development of application will also elaborate.
MAIN BODY
Marketing mix
Marketing mix is useful approach which tourism sector of USA can be use for
promotion of latest application as well as also for enhancing tourism activities. In relation of
new application that is named as “Point and Know” explanation of Marketing mix are as
follows :-
 Product – “Point and Know” is an application which will provide assistance to users
in gaining information related to musical connection as well as also assist in finding
information related to several musical gigs (Kottier, 2017). Respective application is
effective product which provide variety of information as well as detail related to
musical connection and gigs.
 Price – Respective application is cost effective as it provide detail and information.
Point and know application is based in free app with ads model as well as application
cost included is only marketing and promotional.
 Place – Application is available for download at app store as well as website.
 Promotion - There are numerous ways of promoting application like website, social
media, print advertisement and many more. For “Point and know” social media is best
platform as it will provide assistance in promotion of application within more
effective manner.
 People – They are the one who related with the development as well as creation of
application. People in this are all those who working within tourism sector and
support in promotion of activities.

 Process -It is related to the way that develop within product and services. “Process
and know” application is develop through advance technology which help in its
functioning within appropriate manner for meeting customers needs in effective
manner.
 Physical evidence - In this elements includes are those which provide assistance to
customer in enhancing their experience as well as fulfilling needs and wants in
effective manner. Physical evidence is simply brand of application which provide
assistance in meeting customers need.
Marketing Theory
Marketing theory provide assistance to an organisation is promoting application as
well as increasing tourism activities within USA. STP is the model which stands for
Segmentation, Targeting and positioning (Ghahnavieh, 2018). By using these theory
company will able to target their customers in more effective manner as well as gain
available competitive advantages.
 Segmentation – It is described as procedure of classifying large segment within small
parts for determining most accurate segments. Respective application is suitable to
people who are living within USA and New York as well as having interest in music
events.
 Targeting – Once market area is segmented into different parts, targeting step will
help tourism sector to determine most appropriate and accurate customers that should
be targeted. For promotion of Point and know application all citizen and visitors of
USA who are interest in Music connection are targeted (Hartono, 2017). This app is
more suitable for who want to find information of music gigs or events.
 Positioning – It is related to the procedure of creating as well as developing strong
brand image within mind of customers in relation of particular product and services.
Within tourism sector organisation positioning “Point and know” app which is most
suitable as well as accurate application which provide information related to each and
every musical gigs that happens within USA or New York. Along with this, it also
provide assistance in increasing experience of visitor and fulfilling needs in better
manner.
Gantt Chart
Gantt chart is project management tool as it is well known as useful way of showing
activities which are displayed against time (Rahmah, Sumarwan and Najib, 2018). Within

this, on left side of chart list of activities are displayed and on the top of this suitable time
scale for conducting task or events. In addition to this, each and every activity are displayed
through bar like position and length bar shows starting date, duration and end date of
activities. By using gantt chart large project activities divided within small parts so that
project related activities can be completed within effective manner by not facing any
difficulties. Gantt chart for “Point and know” application are as follows :-
 Application project proposal and plan – It is initial stage and in this phase application
proposal as well as plan is developed.
 Requirements specification – In these different needs for application will analysed.
 Analysis and design – In this stage application will develop and design.
 Application testing – Application performance is tested and evaluated in this phase of
Gantt chart.
 Required changes – After testing of application corrective modification are done in
for making improvement within application.
 Final software and documentation upload – All documents and final application is
uploaded.
 Application presentation – It is last phase in which application will be presented to
customer for taking their views and opinions related to new launch.
CONCLUSION
After going through above discussion it has been summarised that, marketing
practices play essential role for an business firm and also help in increasing sales as well as
profitability. In addition to this, there are several elements which are included within
promotion of an product as well as services. Thus, marketing mix is that respective tool

which provide assistance to an business firm in taking decision related to promotion of
particular product related to targeted customers.

REFERENCES
Books and Journals
Fang, Q., 2019. The marketing strategies of BHG Lifestyle market in Nanning,
Guangxi. Asia Pacific Journal of Religions and Cultures, 3(1), pp.1-20.
Kottier, W. G., 2017. Marketing strategy for online SMEs (Master's thesis, University of
Twente).
Ghahnavieh, A. E., 2018. The Influence of Marketing Factors on the Marketing Strategic
Planning in SNOWA Corporation. Business and Management Studies, 4(4), pp.51-60.
Rahmah, K., Sumarwan, U. and Najib, M., 2018. The Effect Of Brand Equity, Marketing
Mix, And Lifestyle To Purchase Decision At Maxx Coffee, Bogor. Journal of Consumer
Sciences, 3(2), pp.01-15.
Hartono, Y., 2017. Perencanaan bisnis pada Goldstar 360 Cafe menggunakan business model
canvas.