Effective Marketing Strategy for Tel Aviv Mobile App: MAR0011 Plan

This case study outlines a marketing strategy for a mobile app in Tel Aviv designed to guide visitors to locations offering free food for children. The strategy incorporates market research to identify opportunities and threats, highlighting the city's vibrant restaurant scene and tourist attractions. The STP model (Segmentation, Targeting, and Positioning) is used to define the target audience as middle-class family tourists. The marketing mix (Product, Price, Place, Promotion) details the app's features, economy pricing, accessibility throughout Tel Aviv, and digital marketing promotion strategy. A Gantt chart is included to plan and manage the app's development timeline, ensuring timely delivery and successful market entry.

Principles of Marketing
MAR0011

Table of Contents
INTRODUCTION...........................................................................................................................1
Marketing research.................................................................................................................1
STP model..............................................................................................................................1
Marketing mix........................................................................................................................3
Gantt chart..............................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
The concept or principle of marketing tend to comprises and includes of the all the
activities of a company that are undertaken by a firm to effectively promote the buying and
selling of the product and services (Adnan, 2022). Thus, the key aspects of marketing consist of
the advertising, selling, and delivering products to consumers or other businesses. The current
case study is based on development effective marketing strategy for a app within Tel Aviv that
would guide the visitors to this to place the children where they can eat for free. Use of various
theories and models has been made for current case study comprises of the Marketing mix, STP
along with a Gantt chart.
Marketing research
The first and foremost step of launching and coming up with any new app comprises of
the coming up and leading out effective market research to identify the prevailing opportunity as
well as the threats. It has been seen that within the market of the Tel Aviv a presence of high
quality restaurant and world class café culture along with superb nightlife scene has been seen.
Beside this, many cultural heritage as well as Museum and other destination that attract and cater
a larger number of visitors and tourist is being present. Thus, greater number of visitors tend to
come and visits the Tel Aviv every year. It has been seen that the food and accommodation are
the key needs of every visitor especially the once which family and child. Therefore, a great
opportunity and need for a mobile asp is been that would support providing of direction for free
food services within Tel Aviv that ensures nutritious food for children during the times of
travelling. Thus, a positive opportunity and need for Tel Aviv is being seen (Chandra and
Hamato, 2022). Further, an analysis can be made that being an online app it is essential required
to make use of most efficient technology that would support a bug free and user friendly
interface for the visitors.
STP model
The STP model is tend to be reflect and show case a central concept in marketing that is
absolute key to serving a market successfully. The making use of the STP model is effective
while coming up with a new app as it tends to provide effective direction as well as the improved
focus to have better marketing strategy.
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Figure 1: STP model, 2021
Beside this, the STP refers to three activities: segmentation, targeting, and positioning
which has bene discussed and presented below in context of new app within Tel Aviv.
Segmentation
It comprises of the process of the dividing up the market into small, identifiable and
distinct management group based on the common characterises and needs. There are various
types of segmentation that can be used to divide up the market that comprises of the
demographic, geographic, psychographic and behavioural variables. The demographic
segmentation comprises of the bifurcating the market in the basis of the demographic factors
such as the age, race, gender, family size, income or education. Beside this, the Psychographic
segmentation is a method used to segment customers by their personality traits, attitudes,
interests, values and other lifestyle factors. Beside this, the geographic segmentation based on
dividing the target customer on the basis of their nation or native place. Behavioural marketing
offers a view of a customer’s online behaviour in near real time, and encompasses search data
like keyword usage, providing a better view of measurable actions and needs (Rizkianti and
Ashidiqy, 2022). Based on these factors, it has been seen that for the launch of current app
making use of the demographic and lifestyle based segmentation is most appropriate to divide
the customers on the basis of their income level and other lifestyle factors.
Targeting
The process of the targeting comprises and based on the determining and identifying the
group of customers and audience that best meet the value proposition and ensures the maximum
level of the profit for the firm. Thus, the targeting is all about selecting and catering the most
profitable chunk of customers that derives maximum sale and profitability for the product. In
case of the launch of the current app, targeting the family tourist who belongs to middle class
group is seemed most appropriate and suitable as they are one who are most attracted by the app
that offer and supports direction for the eat for free places to meet the needs of their children
while travelling in Tel Aviv. The reason for targeting middle class people is based on the fact
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that elite and rich people are not much interested and attracted by the eat for free facility thus
targeting middle class family man and community visitors is most profitable target audience for
the launch of this mobile app (Singh and Dagur, 2022).
Positioning
It tends to includes and comprises of the process that ensures a brand and business
organisation to have a positive impact of product on the mind of the target customers in order to
attract and cater a larger number of customers. Thus, use of various marketing and promotional
strategy is being needed and used by the customers to have better positioning. Based on current
case study, use of the online and digital set of marketing would be based along with the use of
social media to attract and cater a larger number of customer for success of new app through
creating and leading positive positioning (Sá and et. al., 2022).
Marketing mix
It tends to provide and supports a multiple areas of focus that forms a part of the overall
and comprehensive marketing plan:
Figure 2: Marketing Mix, 2022
Product- It reflects and comprises of the actual offering that is made by a company or firm.
In current case study, the product is basically a mobile app that would offer and provide the
direction to the visitors to within the Tel Aviv city to reach the place here the children could eat
for free. Thus, use of the latest set of technology has been made to design and create this app. A
team of specialised and skilled engineer has been appointed for the design of the app that is
effective user friendly and easy to use. The name of the current app would be “Clickology” that
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supports easy direction for the free food for child on just single click by the visitors within the
Tel Aviv city (Mietra and Wibowo, 2022).
Price- The pricing strategy that seemed best and suitable for current app is based on
Economy pricing which is tend to be no-frills price. As the target audience for current app are
medium class people thus economic pricing is bet suitable as it ensures that the margins are
wafer thin. Along with its also ensures that the overheads like marketing and advertising costs
are very low. Beside this, the adoption and use of the economy pricing is seemed suitable as it
helps in targeting and attracting the mass market along with supporting high market share based
on affordability of the app and uses that would cater a larger number of customer (Morrison,
2022).
Place- The accessibility and uses of the current Clickology would be availed and available
within all the areas of Tel Aviv. and information about each of the location where the visitors can
get and available the service of free food for children would be effectively provided. Beside this,
the Clickology is being an online app thus it can be accessed and used from anywhere with
proper guidance for location in the Tel Aviv (Chandra and Hamato, 2022).
Promotion- It forms out the most vital and important aspect of every marketing strategy as
it supports and brings out the connection and interaction with the target audience. Use of the
online modes of marketing based on digital channels and social media platforms would be made
for promotion of the Clickology. Use of digital and social media marketing supports the most
cost effective way of reaching and attracting a larger number of customers that would ensure
higher profitability and success of the Clickology (Szolgayová, 2022).
Gantt chart
Use of the below stated Gantt chart has been made to effectively plan the work around the
set deadline to ensure timey delivery of the app:
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Figure 3: Gantt chart, 2021
CONCLUSION
On the basis of above case study, a conclusion can be made that marketing plays a vital role
in attracting and catering larger number of customer for a product and services. Beside this, it has
been summarized that STP model provides a base for setting and having marketing plan
comprises of proper segmentation, targeting and positioning of a product. Finally, it has been
concluded that the marketing mix plan supports effective strategic decision making regarding the
product, price, process and promotion to ensure higher success of a product and services within
the target market.
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REFERENCES
Books and journal
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Chandra, K. and Hamato, G.G., 2022. Strategizing Marketing Mix for Business Sustainability of
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Morrison, A.M., 2022. Tourism Marketing: In the Age of the Consumer. Routledge.
Rizkianti, E.M. and Ashidiqy, A.B., 2022. Evaluation of Educational Services Marketing
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International Research and Critics Institute (BIRCI-Journal): Humanities and Social
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Singh, B. and Dagur, A., 2022. Understanding Influence of Social Media Marketing of Masstige
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Szolgayová, B., 2022. Adaption of Marketing Mix for Selected Country. In SHS Web of
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