Report on Marketing Strategies for a Fashion App Targeting Millennials

This report provides a comprehensive analysis of marketing strategies for a newly developed fashion app, specifically targeting millennials aged 18-36. It begins with an executive summary and introduction, outlining the app's features and the report's objectives. The body of the report delves into relevant literature, exploring the digital marketing landscape, including e-marketing and m-marketing, and the importance of understanding millennial consumer behavior. It examines the app's product mix, pricing strategies, placement within app stores, and promotional techniques. The report also includes a detailed research section, discussing the marketing mix elements (product, price, place, promotion) and their application to the app. The findings highlight the significance of app store optimization and the need for tailored marketing approaches to resonate with millennials. The report concludes with recommendations for maximizing the app's market success by leveraging digital marketing practices and understanding the target audience's preferences.

Management

EXECUTIVE SUMMARY
In the mentioned report, a brief description of the app and its in built are discussed and
how it would to the targeted segment which is millennials having the age range from 18 to 36
years. Millennials represent a significant market in terms of influence and purchasing power. It is
incredibly beneficial to change the digital marketing plan to better engage these consumers by
getting a deeper understanding of their purchase process and the forms of marketing they enjoy.
The report examines the various digital marketing practices including an analysis of e-marketing
and m-marketing strategies and gives recommendation about which digital marketing practice is
appropriate for the success of the company. And also, a brand-new marketing mix is developed
on the basis of the targeted segment which the company is targeted for the success of the app.
The importance of the mobile phone, which is utilized by people of all ages in this day and age,
cannot be overstated (Baporikar and Fotolela, 2021). Mobile apps may more efficiently improve
communication through web surfing, social networking, and email; they can also offer
amusement through games and music; they can also be used as a utility tool. However, it is not
limited to it. Additionally, mobile applications affect business. In a research looking at how
using the app for business may affect it.

Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION ..........................................................................................................................4
Aim of the report:........................................................................................................................4
Overview of the product..............................................................................................................4
Structure of the report..................................................................................................................4
BODY..............................................................................................................................................5
Literature......................................................................................................................................5
Research.......................................................................................................................................7
Discussion....................................................................................................................................8
Findings.......................................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Aim of the report:
The aim of the report is to analyse the marketing strategies for a newly developed app and how
its targeted segment ‘millennials’ should be targeted to gain maximum benefits. The study
scrutinizes at how the app's existence and position in the market are impacted by the marketing
mix that the app developers chose. With the aid of this report, app developers can establish an
app's presence and strengthen their market position by connecting with their intended audience.
Overview of the product
The app has generated for the Millennials that has a age range from 16 to 36 years old. Android
apps are constructed using a number of independent components. An activity, for instance, is a
kind of app component that offers a user interface (UI). The user touches the app's icon to begin
the "primary" action. Additionally, it can point the user to an activity from another source, such a
notice or another app. The program may carry out background operations without a user
interface thanks to additional components like Work Manager. The remaining app components
may be learned more about at Application foundations after the app has been built (Coelho,
2021). The app has different features within it for example if it is particularly for clothing then, it
has different sections for different people by fulfilling their needs. It has the specific feature of
in-built trials just by choosing the outfit which gives the customer a virtual image of the product
and helps them in better selection.
Structure of the report
In the report, a brief description of the app with its features and functions is explained. The
report consists of different headings with some sub headings which determines the overall
market strategies used for the development and promotion of the app. An evaluation of the
digital marketing practices with an analysis of mobile marketing and e-marketing and how the
company can use appropriate digital marketing practice for the success of the organisation. The
report recommends the specified strategy based on the segment that the company is targeting for
maximum benefits. The structure of the report is followed with introduction of the app ,
literature, research that has done to analyse the marketing strategies with reference to the

targeted customers, discussion over various marketing mix and results obtained in the findings
are presented in the report.
BODY
Literature
Since the creation of mobile phones, there have been mobile applications available, although
they were initially quite basic, such as calculators and phone directories. App developers first
began developing web-based mobile applications in 2000, but they lacked a platform on which to
deploy them. Apple released the first iPhone in 2007, giving app developers access to this
platform and enabling the sale of apps through the Apple App Store. After giving a product some
thought and evaluating it, a buyer has a purchase intention when they act in this way. The
conduct might be considered a vital indicator for anticipating buyers' acquiring behaviour as well
as their matter of personal preference. Global marketplace is going through drastic changes and
industry players find their marketing playbook becoming obsolete. Market today consists of
hundreds of salesmen, all pushing their products which are similar in nature and shoppers keep
moving from store to store, bargaining (Danurdara and Rifanggi, 2022). The prices fall
eventually, a decision taken by the business owners hoping for a lasting relationship with the
consumer. There is an increase in the amount of disposable income of the people, and media has
created a change in their lifestyle. Despite consumers tend to spend more, marketers are finding
it difficult to maintain or increase their wallet share due to globalization and cut-throat
competition. For the app, the targeted segment are millennials. One-quarter of the population of
the country is made up of millennials. The millennial generation has grown to be one of the most
scrutinized and discussed in the marketing world due to its enormous consumer base. Those who
were born between 1982 and 2002 are often referred to as members of this generation. This
indicates that, to give or take a few years, the age range of customers in this generation is around
16 to 36. This generation is more likely to be aware and technologically adept since they have
had access to the Internet for the most, if not all, of their lives. This entails using search engines
to thoroughly investigate products and looking up solutions to their most pressing issues online.
Millennials are multitaskers who also favour mobility and adaptability. Traditional advertising

messages that are disruptive or written in "marketing language" don't resonate well with
millennial customers. When trying to gain the confidence of young customers, content marketing
is crucial. Millennials want to interact with genuine marketing messaging and narratives that aid
in their understanding of their problems. It is well known that millennials only support
companies they believe in. Prior to making a purchase, they like to create an emotional bond
with the brand or product (Ekici and Toksoz, 2021). To attract their interest, the app shouldn't
promote the brand overtly. Instead, the app needs to do it in a way that fosters a strong emotional
bond with the user. To demonstrate genuine outcomes, use real individuals.
Margin pressure comes from demanding customers, who are increasingly developing an
immunity to organizations' marketing strategies. Mass media advertising is becoming less
important as new patterns start to emerge. The fashion business is an extremely cutthroat one. An
apparel firm has to stand out from its rivals as soon as it enters the market since the garment and
fashion industries are highly diversified. The marketing mix developed for the app with specified
strategies on the basis of targeted customers i.e., millennials is as follows:
App as a Product: Throughout its lifespan, the app will pass through numerous stages. It
transitions from catalogue birth to commercial birth to application peak, when its user base either
steadily grows or stabilizes with a large user base of active users. After reaching its height, the
app declines commercially before being withdrawn from the app store due to catalogue death.
One must make sure to get the product mix perfect in order to avoid the commercial and
catalogue death of an app. The app must be reliable and devoid of any problems, such as
frequent crashes or data loss, in order to achieve the ideal product mix. Every mobile device
should be able to run it, thus it has to be compatible. No matter what OS version the mobile
device has, it should be compatible (Kaser and Oelkers, 2021). Additionally, regular quality
updates have a three-fold boost in an app's survival rate, which has a significant influence on the
app's ability to survive.
Pricing of the App: An app can employ a number of different pricing techniques. First, make the
application free to download from the app store and rely on in-app adverts for revenue. The
second type of software is paid, allowing customers to download it from the app store after
making a purchase. Freemium, which combines the feature of free and paid apps, comes in third.
It enables users to download apps for free from the app store, and certain in-app purchases

generate income. Fourth, a subscription-based approach, in which a customer can download an
app for free from the app store but only receives specific features after subscribing. This
approach offers free app downloads and purchases, but the user can only benefit from the app
after paying for a monthly, yearly, or other subscription.
Place for the App: The right location, such as the app store, must be chosen before the launch.
Apple's App Store and Google's Play Store are the most well-known and influential markets,
therefore one can consider launching an app straight on these platforms. But because there are
thousands of apps published to these platforms every day, a little app could not initially survive.
As a result, one tactic is to first release the app in a smaller app market, observe trends there,
then polish the software before transferring it to the larger platform (Mantha, 2020). There is no
assurance that a customer will see the app after it has been uploaded to the app store. App Store
Optimization (ASO) is used to make an app more visible and make sure it is correctly positioned
in the app market. The goal of app store optimization is to increase the ranking of mobile apps
directly within the app store so that they are more easily visible there. This is done by optimizing
the app market's search engine. Using the right keywords in the app's title and description is one
approach to optimize it so that when someone searches for those phrases, this particular app
appears first. Another method is to rate the app. Asking users to provide reviews for the app
becomes a technique for ASO since higher rated apps and apps with a high volume of reviews
are promoted to the top of the app market.
Promotion for the App: An app may be marketed through traditional techniques like
commercials as well as online by displaying banner adverts for other applications, blogs, and
pages on social media. A direct link that takes users directly to the app in the app market should
be made available when advertising the app online, whether through banner ads, blogs, or social
media (Papagiannis, 2020). For instance, clicking on banner advertising should take the user to
the app download page, and blogs about the app should have links to the app's social network
profiles and mentions within. This increases the app's exposure by directing users there directly.
Research
An enticing culinary dish is similar to a good marketing mix. Choosing the appropriate balance
of components to produce the desired flavor is essential for a successful approach. For an
effective marketing of a product which is app, the essential components of a marketing mix

modeling, such as product, price, place, and promotion, must be integrated in the correct way and
at the right time. The targeted segment that is ‘millennials’ plays an important role for the
success of the company. The right location, such as the app store, must be chosen before the
launch. Apple's App Store and Google's Play Store are the most well-known and influential
markets, therefore one can consider launching an app straight on these platforms. Knowing how
your customers behave can help you modify the features and appearance of your app to make it
more appealing to them (Qian, 2021). People take on many different characters. Personalities
show how someone responds to specific circumstances, whether they occur in the physical world
or online. Customers can contact you directly through direct messaging, but you can also make
particular posts that appeal to a very narrow segment of your target audience, giving you another
opportunity to establish a more personal connection with them.
Discussion
The app can be promoted with the help of various digital marketing platforms including E-
marketing and M- marketing by following their strategies. The process of promoting goods and
services using telecommunications and the internet is known as e-marketing. E-marketing, in its
simplest form, refers to marketing approaches and strategies used to reach target consumers
online. E-marketing has the following benefits, including-
 Customers may shop whenever and from anywhere thanks to the market's 24/7 services
for its consumers.
 Manufacturers may significantly reduce the expense of intermediaries by making direct
contact with the final consumer. As a result, products purchased via e-marketing are less
expensive.
 Customers may purchase everything they desire or need by visiting the many websites.
There are some E-marketing strategies such as Search-engine optimisation (SEO), Content
marketing, Pay per click (PPC) advertising, Business branding, Social media marketing,
Conversion rate optimisation, Website design, E-marketing analytics. Content marketing is at the
top of the list of the greatest website marketing techniques. Users will have a difficult time
discovering your website at all if it doesn't have excellent content since Google won't be able to
rank it (Throne and Lăzăroiu, 2020). The target keywords you identify through keyword research
are ideal for implementation in content. Generally speaking, since your content is a fantastic
opportunity to educate site visitors about your business, what you do, and your products and

services, you should base it on your target keywords. Any online marketing strategy you develop
should take pay-per-click (PPC) advertising into account. You not only increase website traffic,
but you also increase sales of your goods and services. This tactic is precisely what it says on the
tin: pay-as-you-go advertising. PPC enables you to advertise on websites throughout the internet,
in search engines, and on social media platforms. You only pay when users click your adverts.
One of the most economical e-marketing techniques available is pay-per-click advertising, which
involves only paying when a person hits your advertisement rather than purchasing ad space.
All marketing strategies based on the usage of mobile terminals are gathered under the umbrella
term "m-marketing," or mobile marketing. It expands the range of communication options
available to advertising agencies, businesses, outlets, brands, retailers, etc. The landscape of
digital marketing is changing as a result of new advertising uses on mobile devices and
smartphones. by giving a superior client experience and high levels of customer satisfaction.
Push message marketing is now a viable method for expanding the frontiers of customer loyalty
and acquisition. The reported conversion rates for mobile marketing are still substantially greater
than those for social media, web, display advertising, etc. Mobile helps a brand to be inventive or
to advertise its product and service offer when utilized as a supplement to multi-channel
campaigns (Valaskova, Ward and Svabova, 2021). There are four different forms of mobile
marketing: SMS or MMS messages, mobile marketing websites, mobile applications, or "apps."
You may communicate with potential clients using many of the standard internet marketing
capabilities, including text, photos, recorded video, and streaming video, using mobile-friendly
marketing. In order to interact with potential consumers as they pass billboards or kiosks, you
may also use Bluetooth wireless technology with a limited range.
Findings
Through the research, it is found that although cost may be the basis of superior value when the
new product is a lower-cost alternative technology to an existing product, a company entering a
new product market is more likely to achieve a competitive edge by offering buyers unique
benefits rather than by offering lower prices for equivalent benefits. It's critical that your website
and content are mobile-friendly if millennials are among your target market. The majority of
those who routinely use mobile devices belong to this generation. Smartphone usage among
millennials is higher than that of any previous generation. Additionally, these customers are
making purchases online and conducting product and service research on their phones.

According to a Google study, 66% of millennials think the information they obtain on their
mobile device is as accurate and complete. comparable to the data they may find on their
desktop. As a result, millennial customers are more inclined to shop elsewhere if they come
across a website that isn't responsive to their device.
CONCLUSION
From the above-mentioned report, it is concluded that the cost should not be one of the main
considerations for the app developer while creating an app. Consumers typically pay more
attention to an app's functionality than its price, and if they want to use it, they'll pay whatever it
costs to get it. The product description is the first thing a customer would see when downloading
the app, so it needs to be appealing and truthful. The app developer should be more concerned on
the development of the app. since that is the only section that will discuss the app. The review
also plays a significant role in the product description because after reading the description, an
app user will read the review of the app to have a thorough understanding of it. It is concluded
that products in the marketing mix draw in more app users. The rating also has a crucial impact
on the app's improvement since if it gains more and more ratings, it will inevitably rise to the
top. In place of strategy, app optimization and rating play a significant part. The app is a crucial
component of promotion since it aids in making the app visible to app users both during and after
launch, resulting in greater market viability. The app's interface (UI) must be clear, uncluttered,
and simple to use. All forms of mobile devices should be able to use it and be compatible with it.
More attention should be paid to what the app offers to consumers in order to convince them of
its value. Users tend to lose interest in an app if they see advertisements in it, which is another
tendency that has been observed not just with applications in general but also with apps that have
already been released. And after receiving several negative reviews regarding the in-app
advertisements, it started employing a clean design for apps with no advertisements.

REFERENCES
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