Marketing Plan Report: Point & Know Application in Moscow

This report presents a marketing plan for the Point & Know application, developed by Mercury Development, aimed at enhancing the tourist experience in Moscow. The plan outlines the application's objectives, which include increasing customer reach, simplifying landmark identification, and providing cultural information in multiple languages. It employs an STP (Segmentation, Targeting, Positioning) framework, focusing on geographical segmentation and targeting Moscow tourists. The marketing mix strategy encompasses the application's product features, free pricing model, distribution through app stores, and promotion via social media and digital marketing. The report also includes a budget allocation and a timeline for implementation, along with monitoring and controlling mechanisms using benchmarking. The conclusion emphasizes the importance of a well-defined marketing plan for successful market introduction.

Principles of
Marketing

Contents
INTRODUCTION.......................................................................................................................................3
MAIN BODY..............................................................................................................................................3
CONCLUSION...........................................................................................................................................7
REFERENCES............................................................................................................................................8

INTRODUCTION
The marketing is an important functional unit which is entrusted with the role of
promoting the offering of the business. It is important for the business to have the proper
marketing plan aligned with its organizational objectives in order to achieve the mission of the
business (Chernev, 2020). This report shall cover the marketing plan for the application Point &
Know.
MAIN BODY
Marketing plan
It is a document which is used to outline the strategy of marketing so that the business
can successfully promote its offering. It helps in generating the lead so that organization can
reach the target market (Sumarwan, 2019).
Executive summary
In relation to the new application being introduced in the market of Moscow, a marketing
plan is being prepared so that the people are communicated about the launch of this new
application, namely Point & Know. It is developed by the Mercury development company. The
main aim of this application to make the tourist happy and give them enhanced experience as
they have all the information relating to Moscow in one single application.
Objectives
 To enhance the customer reach in Moscow.
 To make it easy for the customers to point the famous landmarks in Moscow.
 To learn about the cultural significance of the landmark in the choice of language.
Situational analysis
STP
It is a broad framework which is used to simplify and summarize the market
segmentation process.

Segmentation is a process of categorizing the target market into small and definite
category. It mainly segments the audiences and customers which share same characteristics.
There are different types of segmentation which are discussed below-
 Geographic- It mainly divides the market into the group which is based on the
geographical location.
 Demographic- It segments the customers or market on the basis of similar characteristics
such as age, income, gender, etc.
 Psychographic- It involves grouping the market on the basis of their characteristics and
personalities such as values, personality traits, etc.
 Behavioral- It segments the customers on the basis of behavior of market such as
purchasing power, etc. (Melchiorre and Johnson, 2017)
The Point & Know application shall segment the customers on the basis of geographical
segmentation.
Targeting is referred to as the process which involves targeting the customers on the
basis of their common characteristics. The Point & Know application is commonly being
developed for the Moscow tourist. It will target the tourist of Moscow.
Positioning is defined as a process whereby the product or service is positioned in the
minds of people. Point & Know application shall be positioned by way of digital marketing
because nowadays every person is active on internet and other digital mediums.
Tactics
Marketing mix
It is referred to as the set of tactics or actions which is used by businesses in order to
promote its goods, services and brand. In relation to the Point & Know application, it is
discussed below-
 Product- It refers to the offering of the businesses which is to be communicated. In this
marketing plan, the Point & Know application is being used which is aimed to point the

application at the famous landmark in Moscow and provide the significance knowledge
about the culture of Moscow in the language of choice.
 Price- It is the value which the consumers have to pay in order to avail the offering. The
Point & Know application shall be available to the consumers free of cost on the Google
play store for android smartphone users and in App store for iOS users
 Place- It refers to the place where the offering shall be made available to the consumers.
The people can avail this application by downloading it from the Google play store, in
case of android users and App stores, in case of iOS smartphones.
 Promotion- It involves the promotional activities used to communicate the offering. The
Point & Know application shall be promoted via social media and pother digital
marketing mediums in order to reach large customers in short span of time (Opresnik,
2018).
Action plan
Budget is the estimation of the expense and revenues for a specific period of time. In
relation to Point & Know application, it is discussed below-
Particulars Amount $
Marketing and advertisement 2000
Other expenses 3000
TOTAL 5000
Controlling and monitoring
It is a process used to oversee the task and metric that are necessary to get te appoved
project within the time, scope and budget. In relation to the Point & Know application, it will use
benchmarking as a tool to monitor the current performance of marketing with the actual plan.
Time frame
Activities Week
1,2
Week
3,4
Week
5
Week
6,7
Week
8,9,10
Week
11, 12
Week
12, 14,
Week
16, 17
Week
18, 19,

15 20
Summary
SMART
objectives
Situational
analysis
Tactics
Action
plan
Controlling

CONCLUSION
It is concluded from the above report that marketing plays an important role in the
business. It is essential to have the marketing plan outlined so that the offering can be introduced
in the market. The marketing plan is being created for the application of Point & Know
application which targets the Moscow tourist so that they can get the points of landmark in
Moscow and learn about their cultural significance in any language.

REFERENCES
Books and Journals
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
Melchiorre, M.M. and Johnson, S.A., 2017. Finding new ways to reach older students: Creating a
social media marketing plan for professional and continuing higher education programs. The
Journal of Continuing Higher Education. 65(2). pp.73-81.
Opresnik, M.O., 2018, July. Effective Social Media Marketing Planning–How to Develop a
Digital Marketing Plan. In International Conference on Social Computing and Social Media (pp.
333-341). Springer, Cham.
Sumarwan, U., 2019. Pemasaran Strategik: Perspektif perilaku konsumen dan Marketing plan.
PT Penerbit IPB Press.