Marketing Principles Analysis for Point & Know Mobile App in Moscow

This report analyzes the marketing principles for the Point & Know mobile application, designed for the Moscow tourism market. The report begins with an introduction to marketing principles and their relevance. It then delves into the application's target market, segmenting customers based on travel purpose, marital status, and travel time. A competition analysis identifies key rivals like All Trails and Google Flights, evaluating their strengths and weaknesses. The report outlines essential features for the app, including social media integration, search and filter options, and geolocation services. The marketing mix is examined through the 4Ps: product (services provided), price (pricing strategies), promotion (promotional methods), and place (online platforms). Finally, the report provides recommendations, emphasizing the importance of focusing on specific customer segments and strategic partnerships to enhance the app's market position within the competitive Moscow tourism landscape.

PRINCIPAL OF MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Target market...............................................................................................................................1
Competition analysis....................................................................................................................2
Features........................................................................................................................................3
Marketing mix..............................................................................................................................4
Recommendations........................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Principle of marketing are the concept of which is required for all the companies which
requires doing business in order to satisfy its customers. In this project the principles of
marketing for a mobile application known as Point & Know in the Moscow tourism market is
done. This project will discuss the target market of this application. With the help of this project
the competition of this project will also be understood. In this project the features of this
application will also be discussed. With the help of this project the marketing mix of the
application will be done and this project will also conclude by providing necessary
recommendations.
MAIN BODY
Target market
The target market of this application in Moscow are the tourist which visit Russia for
their specific reasons, The market of this application can be segmented in different ways. The
basic segmentation of this application's customers can be done in the following. Travelling
purpose of the customers allows the application to divide them into certain segmentation,
Leisure :
Usually tourist are prepared for their trip. This preparation of the customers are done by
reading lot of information about the country over internet. The expectations of such customers
for the application is very high (Gorbuntsova, Dobson and Palmer, 2019).
Family visiting :
These customers also plan their trips in advance, and they try to make these trips on a
specific time specially on holidays.
Business trip :
Such customers are limited to the services which they are availing from their company
thus they have a rather budgeted allocation and have limits to their choices of services.
Medical treatments :
Customers which visit a country for a certain medical treatment which plan to go for a
medical treatment which is not available in the country.
Customers of this application can also be targetted according to their preferences
(Gorlova and et.al.,2019).
Marital status :
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The marital status of the individuals also affects their preferences in tourism. The married
travellers have been seen paying more getting comfort and relaxation in the services. Whereas
those who travel alone do not want such comfort and rather are ready for surprising events.
Guidance :
In Russia most of the people like to travel on their own without depending on others.
Some customers like being guided and some do not. In Russia the rate of increase in independent
travellers had reached 34% in 2017 (Kabanova and Vetrova, 2017).
Source : Vasilyeva, 2017
Travel time :
The time the customers are ready to spend on their trips also determine their preferences
for the application. According to a study the Russian travellers choose to spend 1.5-2 weeks of
time on their trips.
Competition analysis
Point & Know application in Moscow for the tourism has many competitors from all over
the world. Some of these applications are,
All Trails :
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This is one of the best travel application in the world. It allows the customers to visit
unknown places in the world. The speciality of this application is that it allows the customers to
search places in the world for travelling and has very useful filters. The downside of this
application it do not have the feature of booking tickets.
Google flights :
This application is all-rounder application which has all the essential parts of travelling at
one place. This app helps in planning the trips very easily because of its effective user interface
and all the travel package options it shows. It helps in evaluating all the platforms for travelling.
It allows the customers to book flights at a very reasonable price. In this application there is
recommendation of hotels, restaurants and everything else which is needed for travelling.
Source : echoinnovateIT, 2021
Lounge Buddy :
This application is specific for selecting the lounges in the same terminal. It helps the
customers to decide between which to visit by comparing their price and services. In this
application the travels can also provide feedback which allows the other customers to understand
the services of a place and its services.
Features
This travel and tourism application Point & Know should have the following features for
its operations in Russia,
Social media sign-in :
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A travel and tourism application is a personal application for all the customers which use
it. Thus, this type of application should allow the user to make the account of this application
with their social media accounts. This can also allow the company to provide the customers with
this feature to connect their social media accounts and invite their friend on social media on this
application.
Search and Filters ;
This feature is extremely necessary as the customers have different preferences and
choices which make it hard for them to select from the different types of choices. With the help
of filters and search option the application allow its users to make the application easy and
effective,
Navigation and Geolocation :
The users of these applications usually find themselves in the situation in which they are
unable to find the location or are unaware of their surroundings and sometime even the language.
Thus, with the help of proper navigating systems and maps the application can help its users.
Ratings and Reviews :
An application which is based on the services of other locations and business should have
the feature which includes providing feedbacks, reviews and rating so that the popularity and the
preferences of the places and customers is understood (Bozhuk and Pletneva, 2017).
Notification of discounts/deals :
The feature of notification is available in many applications nowadays. It allows to know
the current events, discounts and other new features in the application. The same can be used by
this application to show the latest deals and discounts on the customers preferences.
Marketing mix
The marketing mix of Point & Know application in Moscow for tourism can be explained
with the help of 4 Ps as the following,
Product :
The product of this application are the services which provides to the travelling
customers. The product for this application in intangible in nature thus, is hard to understand and
examine. For achieving marketing success from the services as the product the application
should blueprint its services for properly defining its services.
Price :
4

The pricing strategy of this application should depend on the factors like,
 The location of the destination where the customers want to travel.
 The differences in the prices of the services also differs from the time of the travel. For
example the prices of the services are higher at the time of a festival or holiday.
 It also important for this application to keep the competition price under consideration.
 The travelling prices also gets affected by the government in which the customer is
travelling.
Promotion :
For the promotion of this application it can create promotional emails and post it over
social media or mail it to emails of the potential customers. Some methods which the application
can also use is advertising, publicity and sales promotions. This will help the application to gain
a larger customers base.
Place :
Place in this scenario is where the customers buy the services and also allows them to
make their decision based on evaluation. The best place for selling their services to the customers
is via online websites. This is good because the platform for the application is also online thus
the customers will find it easy and quick (Polukhina and Rukomoinikova, 2018).
Recommendations
This Point & Know application needs to concentrate over the customers base on which it
wants to focus on. From the above report it has been understood that tourism industry in Russia
is based different types of customers. However, the married couples, and individual which like to
travel alone without the help of any guide. This application should try to connect to this section
of the market. Point & Know have very tough competition specially from applications like
Google flights. Thus, the best strategy for this application would be to directly connect with the
company. By emailing or connecting with them through social media this application can gain
new customers. It will be hard for the application to know which customers are looking for a trip.
The solution for this problem would be collaborating with other businesses. For example , if this
application can promote itself in the places were more and more married people visit so that it
can gain the attention of these customers which are more likely to plan a trip that others.
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CONCLUSION
With the help of this project it can be concluded that Point & Know application has great
competition in Moscow, however it can develop its business with the help of using the strategies
recommended. In this project the market segment of the application is shown. This project also
evaluates the marketing mix of this application.
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REFERENCES
Books and Journals
Bozhuk, S. and Pletneva, N., 2017. Issues of Ecostrategies Implementation for Tourism
Enterprises in Russia. In SHS Web of Conferences (Vol. 39, p. 01002). EDP Sciences.
Gorbuntsova, T., Dobson, S. and Palmer, N., 2019. Diverse geographies of power and spatial
production: Tourism industry development in the Yamal Peninsula, Northern
Siberia. Annals of Tourism Research. 76. pp.67-79.
Gorlova, N.I., and et.al.,2019. Volunteering in the sphere of tourism in Russia: the current
condition and development prospects. EurAsian Journal of BioSciences. 13(2). pp.2079-
2084.
Kabanova, E.E.E. and Vetrova, E.A., 2017. Cluster approach as tourism development
factor. Journal of Environmental Management & Tourism. 8(8 (24)). pp.1587-1594.
Polukhina, A. and Rukomoinikova, V., 2018. Development of agritourism as an innovative
approach to agricultural complex management in Russia. Worldwide Hospitality and
Tourism Themes.
Online
Vasilyeva,. Y. 2017. Travel market segmentation.[Online] Available trough: <https://russia-
promo.com/blog/travel-market-segmentation>
2021 echoinnovateIT.[Online] Available trough: <https://echoinnovateit.com/mobile-app-for-
travel-and-tourism-industry/>
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