Marketing Mix Case Study with Emphasis on Marketing Communications

This case study analyzes the marketing mix for the Point and Onow app, a tool designed to provide car information via smartphone. The report begins with a SWOT analysis to assess the app's strengths, weaknesses, opportunities, and threats. It then outlines the app's value proposition, tag line, and segmentation strategy, focusing on geographic, demographic, psychographic, benefit sought, and behavioral factors. The study identifies the target market as adults aged 20-40 in London. The marketing mix elements, including product features, pricing strategy, placement in the London market, promotional activities, and budget allocation are discussed. The conclusion emphasizes the importance of the marketing mix in executing business plans. The case study references various books and journals to support its findings.

MARKETING MIX CASE
STUDY WITH AN EMPHASIS
ON MARKETING
COMMUNICATIONS

Table of Contents
INTRODUCTION...........................................................................................................................1
SWOT analysis ...........................................................................................................................1
Tag line and value proposition.....................................................................................................2
Segmentation analysis .................................................................................................................2
Target market...............................................................................................................................2
Positioning...................................................................................................................................2
Product- .......................................................................................................................................3
Price- ...........................................................................................................................................3
Place- ...........................................................................................................................................3
Promotion- ..................................................................................................................................3
Budget-.........................................................................................................................................3
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing mix defined as set of action, tactics that firm uses to promote brand and
product in market (Dost and et.al., 2019). It is combination of the elements that used by
enterprise to meet the need the needs of customers. Thus, present report is based on case study
that involves with application of point and Onow app that allows subscriber to point car and
learn car about manufacture, key features, price and test drive that can be booked.
SWOT analysis
This aids to defines the factor that are affecting the operational working of the enterprise.
Thus, it is defined in following manner as-
Strength
 Point and Onow app is quality tool that
aids to gathers useful information about
cars.
 It saves the time of customer.
 Customer do not need to undergo wide
research on internet.
 It supports to enhance the knowledge of
customers of car industry.
Weakness
 New application can compete with
powerful brand in same niche market.
 It is the new application, so budget
allocation is very limited ( Jin, Shu and
Zhou, 2019).
Opportunities
 This idea is unique and innovative that
can lead the market effectively.
 In market of London, there are number
of people who seek for this kind of
application.
Threats
 In London there are many competitors
who are presenting their application at
the lower cost.
 Thus, maximum people thinks this
application is same as other, that is
most the challenging factor in order to
stand in market (SWOT Analysis:
Exploring Innovation and Creativity
within Organizations, 2015 ).
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Tag line and value proposition
The Point and Onow application will aids to have whole core information about the car
by point their smartphone. By this app, they can also book their first test drive. This will be
helpful for customer of London as this helps to save time for conducting research on care with
use of internet facilities. This application or feature intended to make firm or product attractive to
customers (MAHDAVIMAZDEH, FALKENBERG and STACKHOUSE, 2019). In order to
enhance the value proposition of the enterprise, the tag line will be used by makers of Point and
Onow as “Car information” Just a point away.
Segmentation analysis
Segmentation is the concept that defined as market that can be divide based on customer
needs. It is helpful to separate the group as per the functional performance. It can be done with
followings as-
Geographic- This application will be launched in London, United Kingdom.
Demographic- The age group of 20 to 4o years people will be segmented on the basis of
demographical factor.
Psycho-graphic- In London, people are very attracted towards innovation and individual uses to
life lavish lifestyle.
Benefit sought- To produce the commodity as per the innovative services, the consumer can
leads to cope with the needs and expectation of customers.
Behavioural- This innovation will be add on to those car industries that are mostly liked by the
customer within the market of London.
Target market
Point and Onow application aids to deal with having full information of the car with just
pointing smartphone over it. For this, the application makers has targeted the customers between
the age group of 20 to 40 years. Hence, targeted segment will be adults and middle age
individuals.
Positioning
It refers to process of establishing the image and identity of the brand or product to
perceive the commodities in certain way. Therefore, Point and Onow will have the use of status
symbol as “Car information” Just a point away. It also allows company to enhance their sales, as
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it aids to develop the customer interest about the car. By accessing the information the desire of
buying cars automatically enhances (Venaik and Midgley, 2019).
Product-
The Point and Onow is the application that will be useful to provides the whole
information of the car by just pointing on it. This will allows to enhance the sale of the market.
This product is innovative and it aids to save the time of the customers as they have whole
information by pointing on car with help of smartphone.
Price-
This is the application that can be stored by customer in their smartphone. This is not
inbuilt application. At the time of downloading this application, the customer will be charged
Place-
It is the application that will be first innovate in market of London. As there are number
of the customers who have interest cars. By innovating this application there, car industry can
experience the enhancement in selling.
Promotion-
It refers tom kind of marketing communication that used to persuade target customers
about the new application “Car information” Just a point away. Thus, new application will be
promoted with use of social media, advertisment and banners at the car showroom aids to
promote the commodities effectively.
Budget-
It is financial plan that aids to estimate the total amount of budget in terms to launching
of promotional activity. This is defined as-
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CONCLUSION
This can be concluded that marketing mix aids to carry out the specific plan of action to
carry out the business activities properly. Thus, this report has covered application of point and
Onow app that allows subscriber to point car and learn car about manufacture.
Furthermore, the various topics has been covered as Swot analysis, product, place, value
proposition and price to undertake this facility effectively within the market of London, UK.
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REFERENCES
Books and Journals
Dost, F and et.al., 2019. Seeding as Part of the Marketing Mix: Word-of-Mouth Program
Interactions for Fast-Moving Consumer Goods. Journal of Marketing, 83(2), pp.62-81.
Jin, J.L., Shu, C. and Zhou, K.Z., 2019. Product newness and product performance in new
ventures: contingent roles of market knowledge breadth and tacitness. Industrial Marketing
Management. 76. pp.231-241.
MAHDAVIMAZDEH, H., FALKENBERG, L. and STACKHOUSE, M., 2019. THE
INNOVATION VALUE CANVAS: A GUIDE TO DEFINING VALUE PROPOSITIONS
AND TARGET CUSTOMERS FOR COMMERCIALIZATION OF TECHNOLOGICAL
INNOVATIONS. International Journal of Innovation Management.
Venaik, S. and Midgley, D.F., 2019. Archetypes of marketing mix standardization-adaptation in
MNC subsidiaries: Fit and equifinality as complementary explanations of
performance. European Journal of Marketing. 53(2). pp.366-399.
Online
SWOT Analysis: Exploring Innovation and Creativity within Organizations. 2015 .[Online]
Available through : <https://www.designorate.com/swot-analysis-innovation-creativity/>
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