Case Study Analysis: Point & Know App in Moscow Tourist Market

This case study examines the Point & Know mobile application designed for the Moscow tourist market. The report begins with an introduction to tourism marketing and the application's role in guiding visitors to landmarks and providing cultural insights in multiple languages. It then delves into the STP (Segmentation, Targeting, and Positioning) model, recommending the "PK travellers" start-up as a suitable partner and suggesting market segmentation strategies based on geo-demographics and lifestyle. The case study highlights the importance of targeting high-income individuals interested in cultural experiences. Furthermore, it outlines marketing mix recommendations, including product features, pricing strategies, distribution channels, promotional activities, staffing, operational processes, and physical evidence to enhance the app's appeal and market position, aiming to attract customers and achieve profitable results. The conclusion emphasizes the significance of tourism marketing in providing guidance to customers and achieving competitive advantages within the marketplace.

Case study for a point and know
app for the Moscow tourist
Market

Table of Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
CONCLUSION...........................................................................................................................................5
REFERENCES............................................................................................................................................7

INTRODUCTION
Tourism marketing refers to the business discipline by which business can attracts
customers to a particular location that represent a city, state, particular heritage site, tourist spot,
hotel convention center etc. This report is based on writing a case study on Point & Know app
for the Moscow tourist market. Therefore, visitors who visit Moscow use mobile application to
point the famous landmarks for learning cultural significance and history of landmark in
language of customer choice. This report includes the STP model of marketing in which point
and know application owner finds the best tourist start-up company so that it could be used to
attracts customers. Further it represents market mix recommendations to appeal ideal customers
so that more profits are attained within specified period of time.
MAIN BODY
Point and know application is a mobile application that is used by tourist market in
Moscow to attract and guide visitors towards the landmark and city in which they want to visit.
This application add in depth knowledge, communicating stories , price comparisons, review and
so on for helping customers so that they have fun with it. This application mainly targets start-up
Tourist Company (What’s going on with Russian ride-hailing?, 2021). As this application would
be over-ambitious mainly for start-up company because it provide several types of information
regarding destination to customers in their own chosen language and also provide knowledge of
destination culture so visitors visit effectively and enjoy their vacations.
It is very essential to target the right market because not every company or firm want
Point and Know application and if a person target whole tourism market it is quite complex and
lengthy to select best alternative. It is very essential to propose a suitable brand name for Point
and know application. For this PK travellers start up is suggested to Point and Know application
so that customer easily recognized application and due to this market is targeted effectively and
efficiently. In Moscow, start-up company “PK travellers” is best for Point and Know application
now it’s time to segmenting the market so that best profitable results are attained.
Segmentation of market is a process of dividing target market into smaller and more
defined categories. This mainly segments customers and audience within small group that are

homogeneous in nature such as in terms of demographic nature, interest, needs and location. In
terms of tourism market in Moscow, PK travellers is highly focus on satisfying customers and
attracts them to attain higher profits. For this they used Profit and Know application in which
variety of information regarding destination in Moscow is presented in several language so
customer opt their own choice. In segmenting the customers geo-demographic, lifestyle segment
is to be used.
Further Target market is a strategy that is used to break a large market into smaller
segments by concentrate on specific group of people within that audience. Instead of targeting
the whole market by PK travellers, they need to focus on target marketing that also helps in
developing brand that put energy in connecting with a group of people in market. In tourism
market in Moscow, PK travellers target those people who have a lifestyle of visiting new places
and city using Profit and Know application. In targeting the customers this application is quite
useful because it notify company related to visitor’s needs and desire regarding Moscow. As PK
traveller use profit and Know app for attracting the high income class group people in all over
Europe and those people are interested to understand different culture and behavior of other
country. Hence, this application is very helpful in targeting customers to PK Travellers within
Moscow tourism market.
After targeting the market using Profits and Know application, start-up firm that is PK
travellers focus on positioning their application by developing awareness using advertising tool.
To position the application PK Travellers create awareness in competitive market related to
benefits of this using application so that more and more customers are attracted towards it
(MOSCOW PRICES, 2021). Because this application helps in analyzing and tracking the
visitor’s locations along with their needs and desires of travel Moscow so that firm will offer
according to that in customization manner. This prominence of application creates brand position
in market and enhances profitable results. It is very useful to target the young people and who
have classic lifestyle.
After segmenting and targeting the market there are several recommendation are to be
formulated by using Marketing mix elements that are presented below:

Product- In terms of PK Travelleres the use of Profits and Know application shoud work
very effectively because it satisfy demands of customers and also provides solution to their
issues that they faced at the time of visiting Moscow.
Price- In this PK travelleres charges the small amount of money i.e. $ 10 where customer
pay the amount to make use of application so that firm will attain higher profits. It also develops
brand image and creates value in customer eyes. It is a type of paid app download in the app
store.
Place- This application is easily available at pay store and PK traveller website so that
customers are easily enjoys the services of Profit and Know application. This also present on
social media, e-commerce store and company official website.
Promotion- It is very essential to develop a promotional strategy to make high profitable
results. For promoting the application PK Travellers use intro video, direct mail etc. so that
customers are attracted towards it and also helps Start-up Company to reach the target audience
and gain competitive advantage within marketplace.
People- It is very essential for PK traveller to hire an experienced person who handle Profit
and Know application in effective manner Formulating (The Right Marketing Mix For Your App: A
Comprehensive Guide, 2018). It also helps in gaining profitable results that is one of the main
objectives of business enterprise.
Process- In these PK travellers used Profit and Know application that allows customers to
receive services related to tourism market in Moscow. This will save time of customers so that
high profitable results are enjoyed by company.
Physical evidence- For PK Traveller, Profit and Know application is a type of physical
evidence that is useful to maintain brand in customer’s eyes. Using this application helps
customers to enjoy relevant information so that they are attracted for a longer period of time.
CONCLUSION
From the above report it is to be concluded that tourism marketing is highly significant to
provide guidance and path to customers so that they effectively enjoyed the trip. This report is

based on mobile application that is used by a start-up company to targets and position the brand
into the customer market and also useful in gaining competitive advantage within marketplace.
This also involves recommendation by using marketing mix elements that is use to appeal ideal
customers and attain profitable results.

REFERENCES
Books and journal
Formulating The Right Marketing Mix For Your App: A Comprehensive Guide, 2018.[Online], Available
through:< https://blog.appvirality.com/app-marketing-mix/>
MOSCOW PRICES, 2021. [Onlin]. Available
through:https://www.priceoftravel.com/81/russia/moscow-prices
What’s going on with Russian ride-hailing?, 2021. [Online]. Available through: <
https://www.intelligenttransport.com/transport-articles/106104/whats-going-on-with-
russian-ride-hailing/>