Case Study: Marketing Strategy for Point and Know Application

This case study examines the marketing strategies for the "Point and Know" application, an app designed to help users discover musical events and landmarks in New York. The report details the application of the marketing mix (product, price, place, promotion, people, process, and physical evidence) to effectively promote the app and attract users. It also applies the segmentation, targeting, and positioning (STP) marketing theory to identify and reach the target audience. A Gantt chart is included to illustrate the project's timeline, outlining key phases such as proposal development, requirements specification, design, testing, changes, documentation, and presentation. The report concludes that effective marketing practices are crucial for increasing sales and profits, and tools like the marketing mix are essential for making informed decisions and targeting customers effectively. Desklib provides similar past papers and solved assignments for students.

Case study and gantt chart

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing Mix.............................................................................................................................1
Marketing theory.........................................................................................................................2
Gantt chart...................................................................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Marketing is a essential part of organisation as this support in increasing sales and profits of
organisation. There are different ways through which organisation can market its products and
develop strong positive image about products and services in market place. These report is based
on point and know application (Ratajczak and et.al., 2017). This is application that allow
subscriber to find different landmarks in New York for musical connection and gain more
information about music gigs they might want to attend. This report will includes marketing mix
and marketing theory that will help in promotion of Point and known application. Apart from this
Gantt chart is developed.
MAIN BODY
Tourism sector of USA has introduced new application which is “ point and know”. This is a
very useful application for a person as this will provide information about different musical
event to customer. This will help in attracting more customers as well as increase tourism
activities. In order to promote respective application marketing mix and other marker theory is
consider as this will help in communicating information about the application to potential
customers.
Marketing Mix
This is one of the useful approach that should be consider by tourism sector of USA in
order to promote new application and increase activates of tourism sector through this
application. Marketing mix in context of “ point and know” application is explain below
Product – In this case product is application Point and know. This application will help user to
gain information about musical connections and help in finding information about various
musical gigs (Villamil, Guarda and Quina, 2018,). This is every effective products in order to
provide variety of information and details about musical connection and gigs.
Price – This is very cost effective products which provide various details and information. This
products is based in free app with ads model. In this application cost include marketing and
promotional cost.
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Place – Point and know application is available app store as well as website. Through these
channel customer will be able to buy this application for their use. This is majorly for USA
special New York customer or visitors.
Promotion – There are different ways to promote this application such as official website, social
media platforms, newspaper advertisements, TV advertisements. These promotional methods
will support in providing information about products and communicate its features to potential
customers in effective manner.
People – This includes all those people that is associated with development and creation of
application. In this all those people who are working in tourism sector are also includes as they
support in promotion of respective application.
Process – Process refer as the way which is used by develop in products and services. Point and
know application is developed with new and advance technology which assist in proper
functioning of application as well as meet with the needs of customers.
Physical evidence – This includes all those elements which is helpful in enhancing the
experience of customer as well as full filling their need and requirements (Vankipuram And
et.al., 2017). Physical evidence is the brand image of application as this is helpful in meeting
with different need of customers or visitors to determine right place according to their will.
Marketing theory
Marketing theory will assist in promote application and increase tourism activities of
USA. Segmentation, targeting and positioning marketing theory which be very effective for
deterring targeted customers. This theory includes various steps which is describe below.
Segmentation – This can be describe as the process of classifying large segment into small parts
in order to determine the most accurate segment. In this case this help in helpful for the people
who live in USA specially New York as well as have interest in music events.
Targeting – Once market area is segmented into different parts, targeting step will help tourism
sector to determine most appropriate and accurate customers that should be targeted. For
promotion of Point and know application all citizen and visitors of USA who are interest in
Music connection are targeted. This app is more suitable for who want to find information of
music gigs or events.
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Positioning – This refer as the process of creating and developing strong brand image in
customers mind regard the products. In this tourism sector or organisation is positioning Point
and know app as the most suitable and accurate application that will provide information about
each and every musical gigs that is happening around USA or New York. This will help in
enhancing the experience of visitor in USA and help in full filling their requirements.
Gantt chart
This is very commonly used method for managing project activities in effective manner.
Gantt chart is developed by Henry Gantt and motive of developing this is to reduce complexity
of project. This is helpful in scheduling task and activities according to date and time duration
(Zulariffin, 2015). In this method large project activities in divided into small parts so that all
activity of project could be completely completed. Gantt chart for “ Point and know” application
is given below -
 Application project proposal and plan – This is first step and in this stage application
proposal and plan is developed.
 Requirements specification – In this different requirement for application is analysed.
 Analysis and design – Application design is developed in this phase.
 Application testing – Application performance is tested and evaluated.
 Required changes – After testing of application corrective changes are done in order to
improve application.
 Final software and documentation upload – All documents and final application is
uploaded.
 Application presentation – This is last step and in this application is presented to
customers.
CONCLUSION
From the above report it can be concluded that by marking practice organisation will be able
to increase sales and profits. There are different elements that is included in promotion and
marketing of products and services. Marketing mix is a very useful tool that support in better
decision making and promotion of products to targeted customers.
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REFERENCES
Books and Journals
Ratajczak, J. And et.al., 2017, September. Mobile application for collaborative scheduling and
monitoring of construction works according to lean construction methods. In International
Conference on Cooperative Design, Visualization and Engineering (pp. 207-214). Springer,
Cham.
Villamil, X., Guarda, T. and Quina, G.N., 2018, June. Agile software development for mobile
applications and wireless interaction with hardware development board (Arduino). In 2018 13th
Iberian Conference on Information Systems and Technologies (CISTI) (pp. 1-5). IEEE.
Vankipuram, A., And et.al., 2017. A mobile application to support collection and analytics of
real-time critical care data. Computer methods and programs in biomedicine, 151, pp.45-55.
Chow, S.K., 2015. Butter Fingers Pre-Diagnosis Mobile Application. IRC.
Zulariffin, N.N., 2015. Mobile Application to Calculate Efficiency of Cyclone. IRC.
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