Report on Marketing Strategy for Point & Know App Launch

This report details the marketing strategy for the Point & Know app, designed to provide users with instant property information via their smartphones. The report begins with a situation analysis, assessing the product, competition, and distribution aspects. A comprehensive SWOT analysis identifies the app's strengths, weaknesses, opportunities, and threats, followed by an STP analysis that segments the market geographically (New York City), demographically (targeting younger and middle-aged adults), and psychographically (focusing on real estate agents and customers with changing preferences). The targeting strategy focuses on New York City residents, particularly real estate agents and individuals over 30. The report also outlines the app's positioning: "Making buying of property easy." Finally, the marketing mix is discussed, including the app's innovative product features, pricing strategy (initially free, then minimal charge), place (launch in NYC), and promotion strategies (social media, TV, and advertisements). The report concludes by summarizing the key findings and recommendations for a successful market launch.

POINT AND KNOW APP THAT ALLOWS A USER
TO POINT THEIR SMARTPHONE AT A HOUSE
THAT IS AVAILABLE TO LET VIA ANY ESTATE
AGENT AND SEE KEY INFORMATION ABOUT

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
SITUATION ANALYSIS ..............................................................................................................1
SWOT ANALYSIS- .......................................................................................................................1
STP Analysis- .................................................................................................................................2
MARKETING MIX.........................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing is process that defined as process of researching, promoting, selling and
distributing product and services (Hollensen and Opresnik, 2019). Therefore, the activity of
marketing relates with set of institutions, processes for creation, communications, delivering and
exchanging offering between customers, client, partner and society at large.
The present assignment is based on Point & Know app that will allow user to conduct
information about property and this app will be launch within New York City. Henceforth, report
will cover following activities as Situation analysis, SWOT analysis, STP analysis. Lastly,
assignment will cover marketing mix so crucial information can be gathered.
MAIN BODY
SITUATION ANALYSIS
Systematic collection and evaluation of past and present economical, social, political and
technical data ( Morgan and et.al., 2019). Therefore, it is method that aids to identify the internal
and external influences that may influences performance of an organisation. Thus, this defined
as-
 Product situation- The Point & Know app aids to analyse information about house
proper with just a point on house on with Smartphone. This technical advancement is
time effective and will also help to customer to determine core client needs.
 Competitive situation- The selected location for this service is to New York. Thus, there
is no enterprise that is using this app.
 Distribution situation- The application as Point & Know will be come within market by
manufactures of Smartphone. As they will access this app to the smart phones and this
will helps to aware customers.
SWOT ANALYSIS-
This is framework that defined as a strategic planning technique that can be used by
person to identify strength, weakness, opportunity and threat relate with business (Phadermrod,
Crowder and Wills, 2019). Herein, report is based on Point & Know app that allows customer to
point their Smartphone at a house and this will assist to see key information about the property.
Therefore, SWOT is conducted as-
Strength-
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 Ease of development
 Faster and easy access to potential information about house.
 Cost effective
 It aids to eliminate time required to conduct information with old method.
 This app uses the slogan as 'Just a point away to access information of your desire house”
and this set unique value proposition as this attracts customers.
Weakness-
 There are some security issues relate with this app.
 Developers need to know about the uses of this new application.
 Lack of focus on single platform.
 Lack of experience.
Opportunities-
 This app will get high rating as this App provides better customer assistance.
 The demand for new application continually enhance day by day.
 With help of regular updating of this app and high innovative access aids to attract
potential customers.
Threats-
 The other enterprise can copy this app and this will be attractive to build and enhance
image.
 The barrier created by the industry giants.
 New entrant will command a leading position and this can be major threat to enterprise.
STP Analysis-
Segmentation- It is defined as to dividing up of population group on the basis of common
characteristics. It enables in segmenting market and identifying target people so that product
can be positioned. Thus, it will be done in following manner are as-
Type of segmentation Criteria Point & Know app
Geographic
Region Domestic
Density Urban
Age 25-45
Gender Men and women
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Demographic Income Middle class
Occupation Students, Real estate agents
Behavioural User status Regular users
Psycho-graphic Social status Real estate agents, adults and
middle age customers
Demographic- Under this, there is need to consider the factors such as age, income, gender,
ethnicity, education and marital status (Thapa and Panta, 2019). Henceforth, the customer as
Younger and middle age will be attracted towards this app. This will be launched within the
market of New York as there are number of individual who comes for study purpose and they
needs to have home. This app will be beneficial to them for analysing the potentials information
about the housing property.
Psycho-graphic- To segment the customer on the basis of psycho-graphic segmentation, the
entity will attract customer whose choice and preferences get changes with the time. Therefore,
they will mainly target real estate agents, adults and middle age customers. In this present
scenario, there are changes in choice and preferences of customer and this innovative approach
aids to enhance the satisfaction level of customers.
TARGETING- Point & Know App can target customers of New York City who are real estate
agents and above age of 30. In this both male and female are included. This will help in
generating awareness about App and attracting more people. The company can also collaborate
with companies who are engaged in construction sector.
Positioning-
The position statement is as below :-
Point & Know app: Making buying of property easy
Point & Know app is an advanced app that aids customer to have whole information with
just pointing on house property via app (Wu, Bi and Wu, 2019). It is simple and friendly mobile
app that aids to attract the customer within the market of UK. Thus, it will done in New York as
it there are number of individuals who requires information about properties.
By launching app within that market the lots of customer can get attracted towards it.
Henceforth, this will be done in the New York market after identifying customer needs,
competitive pressure, key messages, communication channels etc.
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MARKETING MIX
It is defined as set of action, tactics that uses by firm to promote products within the
market. Henceforth, this is inclusive of components as price, product, promotion and place.
Therefore, this is defined as-
Product- The innovative product that is about to launch within the market of New York is as
Point & Know app and this aids to collect all information about the housing property. Thus, this
will be use in Smartphone and individual just need to point to house and all information will be
generated automatically (Zhang and Wang, 2019). It is one of the effective App that aids to
provide potential information about the housing status within no time and cost.
Price- Individual can download this app through the app or play store in their Smartphone. For
few days, it will be free but after a month it will charge minimal price to get this start for once.
Therefore, updating of this app will be free of cost.
Place- This app is an advanced tool and this will be launched first within the market of New
York. Thus, to promote the awareness customers as adults and middle age individual will be
targeted. This place will be selected as large number of individual come to New York for study
purpose and they needs to acquire house for rental. Therefore, this app will help them to find out
the housing information and rental status just through pointing their Smartphone.
Promotion- To promote the awareness within the market of UK the entity will use attractive
offers facilities. In order to know about the benefits of this app, the customer can get the chances
to download the app without any additional cost of it. Henceforth, the social media, TV and
advertisement will be helpful to attract the customers.
CONCLUSION
From the above report, it can be summarized that it is study and management of exchange
relationship. This is process that defined as to create relation and satisfying customers. Thus,
report has covered about the launch of Point & Know app within the market of UK. This is app
that will aid to gather the information about the housing property and it rental status.
Furthermore, report has covered activities as Situation analysis of current market so that
application can be launched successfully, SWOT has been conducted to analyse external
condition. Lastly, marketing mix has been defined in order to set the course of action to
promoting the product within market.
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REFERENCES
Books and Journals
Hollensen, S. and Opresnik, M.O., 2019. Situational Analysis in the Marketing Planning
Process. World Scientific Book Chapters. pp. 43-138.
Morgan, N and et.al., 2019. Research in marketing strategy. Journal of the Academy of
Marketing Science. 47(1). pp.4-29.
Phadermrod, B., Crowder, R.M. and Wills, G.B., 2019. Importance-performance analysis based
SWOT analysis. International Journal of Information Management. 44. pp.194-203.
Thapa, B. and Panta, S.K., 2019. Situation Analysis of Tourism and Hospitality Management
Education in Nepal. In Tourism Education and Asia. Springer, Singapore.
Wu, J., Bi, W. and Wu, J., 2019, May. Research on Marketing Strategy of Boonie Bears Series
Animation. In 2nd Symposium on Health and Education 2019. Atlantis Press.
Zhang, J. and Wang, R., 2019. Research on the Marketing Strategy of New Energy Vehicles in
SL Company. American Journal of Industrial and Business Management. 9(2). pp.306-
314.
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