Marketing Plan for Packpoint App: Analysis, Strategy, and Evaluation

This report presents a comprehensive marketing plan for the Packpoint App, a packing advisor designed for business and leisure travelers. It begins with an executive summary and introduces the app's mission statement: to enhance hospitality services through packing tips tailored to individual travel purposes. The report outlines objectives such as providing smart service facilities, establishing a customer-focused gateway, and designing efficient products. It analyzes the current business situation, emphasizing the app's availability on both Android and iOS platforms. The target market is defined using demographic segmentation, focusing on individuals aged 21-40 with a premium customer income threshold. The marketing strategy incorporates social media marketing on platforms like Facebook, Twitter, and Instagram, alongside tourism-focused campaigns. The execution phase includes market analysis, campaign organization, and social media integration, with a detailed cost analysis and timeframe. The report evaluates the effectiveness of social media marketing and campaigns, highlighting their importance for customer engagement and information dissemination. Finally, it discusses the control mechanisms and concludes by emphasizing the plan's potential to expand the app's business and enhance its popularity.

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Executive summary
Packing is an important part for any kind of trip. As a result of that Packpoint Apptries to
develop a packing advisor app for business and holiday goers irrespective of the gender. As a
matter of fact, the app is designed smartly so that it could assist the users efficiently. Based on
this understanding, this report intends to develop a marketing strategy accompanied with the
mission statement and objectives of the organisations that foster a foundation of the marketing
strategy. Moreover, the report also discusses about the control of the strategy and cares to deliver
an evaluation of the efficiency of the proposed marketing strategy.

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Table of Contents
Introduction......................................................................................................................................3
Business mission statement.............................................................................................................3
Objectives........................................................................................................................................3
Implementation................................................................................................................................4
Current business situation............................................................................................................4
Target market...............................................................................................................................4
Marketing strategy.......................................................................................................................5
Execution.....................................................................................................................................5
Cost analysis................................................................................................................................6
Timeframe....................................................................................................................................6
Evaluation........................................................................................................................................7
Control.............................................................................................................................................7
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8

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Introduction
Packing is seemed to be one of the important part before setting out for a travel. It can be
a business trip or a holiday visit and based on that the packing will be arranged. It is often
dubious and problematic for an individual to manage the packing. In this regard, the purpose of
this report is to create a marketing plan for the Packpoint App so that it will get more footage
and appreciation from customers. Make the interface easy to handle for the customers is one of
the main objective of the application. Moreover, the report also explains the efficacy and the
marketing orientation of the Packpoint Appso that it will provide more efficacy into the process.
Business mission statement
According to Babnik et al. (2014) the mission statement of an organisation is related to
the long term goals of that company that will foster more efficiency into the organisational
framework. Henceforth, the mission statement of Packpoint Appwill be “bring more efficiency
into the hospitality services through packing tips on the basis of purpose of the journey
associated with type of travelling of an individual”.
Objectives
Based on the mission statement, it can be stated that to meet the goals of the organisation
Packpoint Appalso follows some objectives such as
 Preparing smart service facility for the customers.
 Procure a customer based gateway so that it will help them to set a plan for trip packing.
 Provide effective facility for the premier clients with more benefits.

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 Customizing the services in accordance to the needs of the customers
 Designing efficient products and services for gaining a competitive edge in the business
 To expand the business through maximisation of customers
Implementation
Current business situation
Presently, Packpoint App launches both the android and ios app so that both the users of
android mobile and ios devices. In this regard, the interface will be somewhat different due to the
access abilities within the devices. However, the benefits will remain the same. Therefore, the
application will prepare a better packing plan based on the weather of the given destination
accompanied with a list of important accessories for the trip.
Target market
In this regard, the target market is highly important in order to prepare a marketing plan
for Packpoint App. The organisation mainly puts emphasis on the demographic segmentation
rather than the geographic segmentation. According to Rupp, KernandHelmig (2014) the
demographic segmentation mainly puts emphasis on the age, gender, education, occupation,
income and ethnicity. As a result of that it becomes easier for the organisation to set its target
customers and procure more efficiency into the process (Esu, 2016). As a matter of fact, the
demographic customer segmentation will foster more effectiveness in order to perceive clear
vision regarding the behaviour and demand of the customers. Therefore, it can be stated that for
Packpoint Appthe target market will be people of the age between 21 and 40. However, for the
premium customers the income limit should not less than $9600 per annum.

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Marketing strategy
In this regard, the smart attitude of the organisation will also put emphasis on the social
media marketing with a campaign on tourism and trip advice. The social media marketing is
resembled with encapsulating the social media platforms like Facebook, Twitter and Instagram
(Ashley&Tuten, 2015). In this regard, Packpoint Apphas already taken the social media
marketing strategy by creating accounts in Facebook and Twitter. However, Instagram has also
potential advantages where the organisation can upload more pictures and free tips for the
Instagram followers. Besides this, Dahnil et al. (2014) argued that campaign is also considered to
be an effective measure in order to enter the market more extensively. As a result of that
Packpoint Appcan organise a campaign on tourism and tips for packing. A live demonstration of
the packing skills and the key factors must be mentioned during the campaign.
Execution
At first it is important to initiate a market analysis and evaluating the possible target
market. In this regard, it is important to know that there are series of personal interests and
behaviour of the customers that requires further investigation of the organisation
(Öztamur&Karakadılar, 2014). After that it is essential for the organisation to evaluate the data
and information generated from the survey (Eshuis, Klijn& Braun, 2014). It will lead Packpoint
Appto set the marketing strategy to bring more efficiency into the process. It is resembled with
the practice of both campaign and social media marketing. At first, the organisation will conduct
the campaign on tourism and packing so that it will be helpful to analyse the interested people
who will visit the campaign as well as their behaviour. The analysis of the needs of customers
will be helping the organization in developing the existing processes. The enhanced design of the

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processes, the products and services will assist the organization in developing a loyal customer
base.
Furthermore, the organisation will initiate the social media marketing strategy where Packpoint
Appwill use Instagram as a social media platform. Finally, the cost analysis and budget will be
evaluated in terms of coping with the expected budget. The evaluation and monitoring of the
processes will be assisting the organization in maintaining the efficiency of the operations as per
the needs of the business.
Cost analysis
Elements Expected cost Final cost
Market analysis $5000 $3075
Organising campaign $13000 $$13050
Create Instagram profile $50 $50
Mails and internet access S250 $200
Telephonic calls $500 $400
Miscellaneous $400 $250
Total $19200 $17025
Timeframe
Weeks
Steps
Wee
k 1-3
Week
4-6
Week
7-9
Week
10-12
Week
13-15
Week
16-18
Week
19-21
Week
22-24
Week
25-27
Market survey
Set target market

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Set budget estimation
Social media marketing
Organise campaign
Evaluate the strategies
Monitor entire process
The market survey will be undertaken between the time frame 1- 6 weeks as the survey
will be helping the organization for planning on the marketing needs of the same as per the
preferences of the customers. The identification of the market survey helps in identifying the
target audience. The second activity on the schedule is to set the target market for the
organization based on the market assessment made by the same. It will be requiring 4- 6 weeks
in order to maintain the efficiency of the targeting activities. The budgetary planning objectives
of the organization will be helping the same in understanding the expenses that might be incurred
by the same while implementing the marketing strategies. The assessment of the costs will be
requiring a time of 7- 9 weeks in order to assess the different aspects of change as per the market
scenario.
The social media marketing initiative of the organization will be helping the same in
attracting the attention of huge amount of customer. In this relation, the organization might
require weeks 10- 18 weeks in order to complete the social media marketing campaign as per the
needs of attracting the attention of the target customers. Organizing the campaign will be
undertaken by the organization between the weeks 19 – 21, which will help the business in
synchronising and integrating all the elements of the promotional campaign as per the needs of
the same. Evaluation of the strategies will be undertaken by the organization in the time frame of

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week 22 – 24. It will be helping the organization in maintaining the efficiency of the operations
as per the needs of the business. The evaluation of the strategies will be helping the organization
in maintaining the efficiency of the operations as per the need of the business. Monitoring and
controlling the entire process will be undertaken by the organization in between the weeks 25 –
27. It will be helping the organization in maintaining the quality of the operations as per the
needs of the business.
Evaluation
It can be argued that the social media marketing is considered to be an effective and the
most advanced strategy for the organisation. Most of the people who are not aware of this app
can get the information through social media surfing. Moreover, the campaign also helps the
organisation to perceive adequate information regarding the behaviour and specifications of the
potential customers. The campaign will be providing the organization with an opportunity of
holding communication with the customers and gathering feedbacks from the same. The
feedbacks from the customers will be helping the organization in evaluating the existing
processes and bringing forth developments in the same.
Control
However, it is important for Packpoint App to monitor the entire process after the
implementation. It is resembled with the practice of enriching the market capitalisation for the
organisation and attract more customers in the process. Henceforth, the IT department and the
marketing team will be responsible to manage every steps of the implementation. The enhanced

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quality of the product and service offerings will be helping the organization in retaining the
customer loyalty while adhering to the needs of the same.
Conclusion
Therefore, it can be concluded that the implementation of the marketing strategy is
effective enough in order to bring more efficiency and positive environment for the organisation
to expand the business further. In this regard, the appreciation and popularity of the app is highly
required and the marketing strategy is focusing on it.

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Reference
Ashley, C., &Tuten, T. (2015). Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), 15-27.
Babnik, K., Breznik, K., Dermol, V., & Trunk Širca, N. (2014). The mission statement:
organisational culture perspective. Industrial Management & Data Systems, 114(4), 612-
627.
Dahnil, M. I., Marzuki, K. M., Langgat, J., &Fabeil, N. F. (2014). Factors influencing SMEs
adoption of social media marketing. Procedia-social and behavioral sciences, 148, 119-
126.
Eshuis, J., Klijn, E. H., & Braun, E. (2014). Place marketing and citizen participation: branding
as strategy to address the emotional dimension of policy making?. International Review
of Administrative Sciences, 80(1), 151-171.
Esu, B. B. (2016). Marketing of public water utility services: a segmentation analysis. Australian
Academy of Business and Economics Review, 2(2), 118-134.
Öztamur, D., &Karakadılar, İ. S. (2014). Exploring the role of social media for SMEs: as a new
marketing strategy tool for the firm performance perspective. Procedia-Social and
behavioral sciences, 150, 511-520.

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Rupp, C., Kern, S., &Helmig, B. (2014). Segmenting nonprofit stakeholders to enable successful
relationship marketing: A review. International Journal of Nonprofit and Voluntary
Sector Marketing, 19(2), 76-91.