Marketing Case Study: Point & Know App for the Moscow Tourist Market

This case study analyzes the marketing strategies for the Point & Know app, designed for tourists in Moscow. The report begins with an introduction to marketing concepts and the specific context of the app, which allows users to learn about landmarks in their preferred language. The assignment involves a comprehensive marketing plan, including STP (Segmentation, Targeting, and Positioning) analysis to identify the target market. It considers the competitive landscape and suggests positioning strategies to appeal to the identified customer segment. A Gantt chart illustrates the Marcomms plan. The report discusses various marketing theories such as the 4Ps (Product, Place, Price, and Promotion) and concludes with insights on how to effectively market the app. References to relevant books and journals are included to support the analysis. The case study provides a framework for understanding the complexities of marketing an app in a competitive environment.

Case Study of Point & Know
app for the Moscow tourist
market

Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Demonstrate an acceptable level of understanding of key terms and concepts used in
marketing.....................................................................................................................................3
Provide a competent analysis of a given predictable business situation.....................................3
Present an appropriate response in the form of a simple marketing mix plan.............................3
STP..............................................................................................................................................4
Target market...............................................................................................................................4
Consider the competition and discuss how best to position your app so that it appeals to the
customer that you have identified................................................................................................5
You should provide a Gantt chart to demonstrate your Marcomms plan....................................5
Marketing theories.......................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing define the manner of all actions and strategies of a company that support and
trade goods and their facilities to visitors. This report will include the manner of a Point & Know
app for the Moscow tourist market (Morozova, and Gurova, 2021). It presents the manner of the
tourists who are visiting Moscow and use their smartphone to point the app at famous landmarks
and also learn about the cultural significance and history of the landmark in the language of their
choice.
TASK
Demonstrate an acceptable level of understanding of key terms and concepts used in marketing
Marketing is the way for getting the correct products and goods to the perfect individuals
at the perfect spot, time, and value and utilizing the correct advancement methods and using the
fitting individuals to provide the client support as related with those products, administrations, or
thoughts. This idea is mentioned with a Point & Know app for the Moscow, as the right rule and
is the principle of all marketing system. Marketing is learning the necessities and needs of the
purchasers and by giving labour and products that meet or exceed the assumptions for those
purchasers.
Provide a competent analysis of a given predictable business situation
Predictive analytics are phrased in the manner of the marketing sections and in the business
with general orientations (Averina, and et.al., 2021). In context to the, Point & Know app the
visitors are predicting and understanding the future by utilising various sorts of culture and
history of Moscow and their methods and techniques.
Present an appropriate response in the form of a simple marketing mix plan
 Goals and Objectives – Marketing plan deals with their own marketing plan of actions
that are related to their goals and objective in a Point & Know app.
 Establish Your Budget – It define the manner that how much a consumer or visitor can
spend on the key feature of their manner.
 Determine Your Unique Selling Proposition – It relates to the benefits and the
advantages of the unique course of selling for promotion of the Point & Know app at the
global range.

 Who is Your Target Market – Target market refers to the ideal consumer or potential
visitor who are ready to make their decision as per to the product and services.
 Know Your Distribution Channels – By knowing the manner of the distribution
channel it will easy for the visitors and consumer to phrased them (Blinnikov, 2021).
STP
STP marketing demonstrate a manner to shift from the product that are intensive in the
marketing to consumer that concentrates on advertising.
Segmentation
The first step of the STP marketing model is the segmentation manner. The main targets is
to develop a set of manner of consumer sections that are related to the a Point & Know app for
the Moscow.
Geographic segmentation – Diving the manner of the consumers that are based on country,
region, state, province that as effectively.
Demographic segmentation: Dividing the consumers that are based on age, gender, education
level, occupation, gender.
Targeting
Targeting is the second step of STP marketing model. The basic target is to figure the
manner of the segments that have termed and identify the sections of segments that are generally
create a desired changes that are depends on the app’s marketing campaign. ‘
Positioning
It is the final stage in this outline that is positioning. It allows the visitors to the manner of
the product and its facilities from the challenge in the basic set of the terms. As there are various
sections in the fields that makes to stand out.
Target market
The target market defines to the basic section or group of the potential consumers by
whom a business management will sell their goods and facilities (Pirozhkova, I2021). Such
terms of business in a Point & Know app for the Moscow as also it involves a particular
consumers in which the business will leads their marketing efforts. The target market is one of
the part of the overall value of the market for the products and facilities.

Consider the competition and discuss how best to position your app so that it appeals to the
customer that you have identified
 Focus on App Store Optimization – By focusing on the app store optimization it will be
easy for the visitors or consumers to manage their issues by their own level.
 Promote the App on the Website – By promoting app on a virtual course of field it will
defined the role of consumer as effectively.
You should provide a Gantt chart to demonstrate your Marcomms plan
Integrated marketing communication plan the section in the marketing communications
plan that presents the manner of the strategy for informing the target consumers and the audience
related to their product and the service as effectively (Hoyle, and Kutter, 2021). It is one of the
major component of the total marketing plan in the business. It involve situational analysis,
marketing communication objectives, marketing communications strategies, marketing
communication mix, scheduling and budgeting and implementation, monitoring and control.

Marketing theories
4Ps
 Product – Products is an important term of an integrated section like the toolset for SEO,
blogging, social media, website, email and lead intelligence tools.
 Place – It define the suitable place to interact for the consumers in order to perform their
functions and operations.
 Price – As it is based on the figure of the associates in catalogue and course of the users
of the facilities (Dorsch, 2021).
 Promotion – By the term of the events, webinars that are useful to guide the manner that
are amplified by SEO and an effective term with SEO.
CONCLUSION
From the above mentioned report it has been concluded that, by preparing a good deal of
course in the field of the market it will be easy for the business orientated person to phrase the
profit. As the geo-demographics will get arrive at a manageable group of customers it mannered
a segmented sections as effectively.

REFERENCES
Books and Journals
Morozova, D. and Gurova, O., 2021 Being like others vs. being different: Wearable technology
and daily practices of 50+ consumers in Russia and Finland. International Journal of
Consumer Studies.
Averina, T., and et.al., 2021. Impact of digital technologies on the company’s business model.
In E3S Web of Conferences (Vol. 244, p. 10002). EDP Sciences.
Blinnikov, M.S., 2021. A Geography and its Neighbors. Guilford Publications.
Pirozhkova, I., 2021. Dialogue between cultures: FL textbook as a foundation for high-quality
education. In SHS Web of Conferences (Vol. 99, p. 01015). EDP Sciences.
Hoyle, N. and Kutter, E., 2021. Phage Therapy: Bacteriophages as Natural, Self-Replicating
Antimicrobials. In Practical Handbook of Microbiology (pp. 801-824). CRC Press.
Dorsch, I., 2021. Information Metrics. Empirical Methods of Information Science (Doctoral
dissertation).