Detailed Marketing Mix Analysis and Strategy for Point & Know

This report provides a comprehensive marketing mix analysis for Point & Know, a mobile application designed to connect travelers and locals in New York with live music events. The report meticulously examines the 7Ps of marketing: product (the application's features and benefits), price (including subscription models and promotional offers), place (availability on app stores and physical presence), and promotion (strategies targeting travelers through various channels). The analysis further delves into people (the team behind the application), process (user experience and app functionality), and physical evidence (office and event locations). The report highlights Point & Know's competitive advantages, target market, and the importance of effective promotional activities for its success. It concludes with a summary of the key findings and a list of the references used.

Mini case

Contents
Introduction.................................................................................................................................................3
Product........................................................................................................................................................3
Price............................................................................................................................................................3
Place............................................................................................................................................................3
Promotion....................................................................................................................................................4
People..........................................................................................................................................................4
Process........................................................................................................................................................4
Physical evidence........................................................................................................................................5
Conclusion...................................................................................................................................................6
References...................................................................................................................................................7

Introduction
Planning and implementation of right strategies can assure success to new business. Point
& Know is an application for travelers who are visiting New York and want to attend live music
session around them. Below is marketing mix of the company:
Product
Point & Know will provide user information about live music gigs in New York. It also
allows them to book their seats in advance so they do not have to wait in long queue. This
application will mainly target millions of travelers who visit New York every year (Singh, 2012).
But beside this, it will also target localities that are currently living there. Companies like
Songkick and ticketmaster are few existing competitors; but they do not target travelers and this
factor will allow Point & Know to capture significant percentage of market share is in less time
period.
Price
Mobile application will be free for users for initial 2 months. In these two months,
advertisements will be shown on application as company is not changing any fee. Company will
find sponsor and charge nominal fee from them to show their advertisement on the mobile app.
There will be three types of paid subscription; for 1 month – £10, for 3 months - £25 and for one
year - £40. Out of the paid amount, application will allow user to use 10% of the money for
booking tickets. Some promotional offers will be also be given under refer & earn scheme.
Place
Point & Know will be available on android and Apple store. All the registered places
where events may happen will be verified by company. Beside this, a psychical office on New
York will be taken on lease where users can visit and know get information about upcoming
events. Virtual existence of firm will be on every social media platform like Facebook, Twitter
and Instagram.

Promotion
As a newly launched application, brand visibility is going to be a big challenge for Point
& Know. Beside social media promotion, company will post advertisement on all the Airports,
Subways and other transportation stations. Travelers are main target market; these locations will
provide direct access to enterprise for promoting their product to in front of right target (Išoraitė,
2016). New York welcomes visitor from every part of the world. This city is considered as most
diversified place, currently, across the globe. These features make New York the best place to
launch Point & Know. Beside this, different music events will be another place where extensive
promotion will be done. Company will co-sponsor few events and some free tickets will also be
gifted to initial users of mobile applications. Refer & Earn scheme can play crucial role in
promoting mobile application; if a customer will help enterprise in adding more than 50 users
then he/she will get 1 month free access after completion of free trial months. New user will also
get one month free trial if he/she users other person’s refer.
People
Professionals will be hired for developing and running mobile application. Few personnel
will work in marketing team which will manage all the promotional activities. They will also
have experienced sales representative who will contact different events organizers and get
information about events that will take place in the city. Company will only hired people with
at-least 3 years of working experience in required field; they will get basic training about
organization’s working as it will allow them to easily fit in the enterprise.
Process
The process of installing application will be very simple. Potential user will just have to
go to Play Store or Apple Store and type name Point & Know for downloading application.
Beside this, they can also use website if they do not want mobile application. Once user will fill
basic details, then they have to allow app to find their current location in order to provide
information about nearby music events. Customers can also search any gig by type its name in
the search section. The process of Refer & Earn promotion scheme will also be easy. User will
get a unique code when they will sign up. They have to send this code to their connection and

ask them to use it while signing up. If new user will sign up through the given code then both
will get benefits from it.
Physical evidence
Company’s office, employees and the places where events will take place will be perfect
example of their physical existence. Promotional hoardings will also prove organization
existence (Gordon, 2012).
Gantt chart

Conclusion
From the above report, it can be concluded that enterprise will get brand visibility by
targeting right potential users. Promotional activities will decide success and failure of mobile
application.

References
Gordon, R., 2012. Re-thinking and re-tooling the social marketing mix. Australasian Marketing
Journal (AMJ). 20(2). pp.122-126.
Išoraitė, M., 2016. Marketing mix theoretical aspects. International journal of research
granthaalayah. 4(6). pp.25-37.
Singh, M., 2012. Marketing mix of 4P’s for competitive advantage. IOSR Journal of Business
and Management. 3(6). pp.40-45.