Principles of Marketing (MAR001-1): Trippix Marketing Plan Analysis

This assignment presents a comprehensive marketing plan for Trippix, a point-and-know application designed for tourists in Moscow. The plan begins with an introduction emphasizing the importance of a well-defined marketing strategy for start-up businesses. It includes an executive summary, company overview, vision and mission statements, and strategic objectives. The core of the plan focuses on STP (Segmentation, Targeting, and Positioning), detailing demographic, psychographic, behavioral, and geographic segmentation. The target market is identified as technologically savvy independent travelers. The marketing mix (product, place, price, and promotion) is thoroughly discussed, alongside a Gantt chart outlining marketing activities. The assignment also covers controlling and monitoring techniques, emphasizing the need for adaptability and resource management, and concludes by highlighting the role of effective management in achieving business objectives. References to academic journals and books are included to support the analysis.

Principles of
Marketing 2

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BPODY................................................................................................................................1
Marketing Plan.....................................................................................................................1
Executive Summary................................................................................................................1
Company Overview................................................................................................................1
Vision and Mission.................................................................................................................1
Strategic Objectives................................................................................................................1
STP.........................................................................................................................................3
Marketing Mix........................................................................................................................4
Controlling and monitoring....................................................................................................4
CONCLUSION................................................................................................................................4
REFRENCES...................................................................................................................................4

INTRODUCTION
It is important for start-up business firm to create an effective marketing plan covering
various aspects such as target audience, positioning and others in order to reach profitable
consumer base. This is because target every consumer in particular marketing is strategy towards
failure. The present report includes a marketing plan for Trippix, which is point and know
application built for Moscow tourists. The plan includes information about target market,
positioning, marketing mix, promotional channels, monitoring and controlling for this
application.
MAIN BPODY
Marketing Plan
Executive Summary
Marketing plan of start-up business requires identification of ideal consumer base and
identify the most suitable marketing channels to communicate with the consumer. In addition to
this, marketing mix and monitoring techniques of the marketing plan is essential to gaining
desired results.
Company Overview
Trippex is start-up business which has created point and know application to help Tourists
in Moscow understand history and other information about various landmarks in the city. The
brand name for the firm is suitable as it is related to travelling. The tagline for the firm is “Your
travelling companion” which captures the basic services offered by the firm. The company
provides basic services of minimum detail about landmarks without charges but social media
accessibility, ad free usage and extensive information about the city is gained after purchasing
premium subscription.
Vision and Mission
Mission statement: “To be champion of consumers and help them gain high quality
travelling experience”
Vision statement: “To assist travellers all over the travel effectively with their technology”
Strategic Objectives
Objective Specific Measurable Attainable Relevant Timely
1

To promote
trippex
through social
media
channels.
This objective
is specific it
focuses solely
on social
media
marketing
channels.
This objective
can be
measured
with the
number of
lead
generated.
This objective
is attainable
as social
media sites
provide
platforms
extensively
for travelling
content.
This objective
is relevant as
the business
start-up needs
to
communicate
with
consumers
cost-
effectively
4 months
To ensure that
large number
of users
subscribe to
premium
services
This objective
is specific as
it focuses on
ensuring
current free
users of
application to
subscribers.
This objective
is measured
by number of
users
converted to
premium
subscribers.
This objective
can be
attained by
providing
each
consumer
personalised
subscription
offers.
This objective
is relevant as
it helps the
company earn
profits.
3 months
To increase
brand
awareness in
western
European and
Scandinavian
nations.
This objective
is specific as
it aims to
enhance
brand
awareness in
regions from
where lot of
tourists come
to Russia
(Andrades
and
This objective
can be
measured by
number of
subscribers
gained from
Scandinavia
and Western
Europe.
This objective
can be
attained by
targeting
providing
Trippex
services in
western
European and
Scandinavian
languages.
This objective
is relevant as
the company
needs to build
awareness in
places from
where lot of
tourists come
to Russia.
2 months
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Dimanche,
2019).
STP
Segmentation: The first segmentation method by Trippex is demographic segmentation. This
segmentation method groups consumers on the basis of their income. The target consumer base
of the Trippex belongs to the middle income demographic and between the ages 18-40 years
after usage of demographic segmentation.
The second segmentation used to identify target market of Trippex is Psychographic
segmentation which identifies the group of independent travellers with technological savvy
lifestyle who want to explore Moscow freely by relying on technology without interruptions
from tour guides.
The third segmentation method is behavioural segmentation method is behavioural
segmentation method which targets consumers with online purchasing habits and habit of
positing travel experience on social media.
The geographic segmentation for the company is of consumers from Western European
and Scandinavian nations as these regions provide large number of tourists to Moscow (Campón-
Cerro, Hernández-Mogollón and Folgado-Fernández, 2018).
Targeting: Out all the consumer segments the most profitable target segment for the point
and click application travelling application development firm is the psychographic segmentation
of technology savvy consumer segment. The justification for this consumer segment is that they
are accessible through social media marketing and the basic needs of these consumers to gain
effective technology for independent travelling is solved by Tripppex. In addition to this
independent travellers are more likely to obtain chargeable services or premium subscription.
This segment is highly profitable and easily accessible for the company.
Positioning: In order to reach the ideal consumer segment of technologically
knowledgeable independent travellers, the unique selling pint of the firm is to provide point and
know service about Moscow landmark and connects them to their social media where they can
easily post their personal travelling experience along with information about given by the
application. Affordable technology is the value proposition of Trippex.
3

Marketing Mix
The Marketing Mix is a technique used in a business company to improve the company's
efficiency and also to make organisational activities of the company more successful. It is mainly
concentrated in 4 P, i.e. product, location, price and promotion. Considering the current
pandemic crisis, it will place the company's finances at high level when drafting a certain
Campaign Strategy. With the fluctuations in the business economy and the existence of various
non-productive operations that the business company has to undertake as a result of this COVID
pandemic (Lvovna and et. al., 2020).
Product: The product of the given company is an application. The managers of the firm
have developed product of the company innovative and attractive as well as several steps were
taken in regards to deliver better goodwill of the firm in its given region of operations.
Place: The firm use technology most frequently n its operational tasks. Therefore, product
of the company with quality services will be available on company’s official website.
Price: The prices of company are kept very reasonable as the firm is new start-up company.
Therefore, it needs to establish its decent market presence with its quality services in the given
operational region.
Promotion: The Company have decided to promote its products and services social media
channels. Managers of the company opt for this marketing channel as it is in trend and most
optimal in terms of its use and cost effectiveness.
Gantt Chart for marketing plan
Activities Week
1
Week
2
Week 3 Week 4 Week 5 Week 6 Week 7 Week 8
Context
analysis
SMART
objectives
STP
Marketing
Mix
Monitoring
and
4

controlling
Controlling and monitoring
In the organisation chosen for "Trippix," administrators of the company have to take care of
the successful work of the company to ensure a better future in order to prevent circumstances
such as the present pandemic. In turn, this effects the company's declarations of benefit and loss.
In this context, management of the company must take several actions to incorporate different
marketing techniques and strategy systems that have proven costly for the company.
Consequently, in consideration of this, management of the organisation had proposed benefit and
loss control plans after holding intensive rounds of discussions at the general meetings of the
company (Jamalovna and et. al., 2020). These includes;
 Keeping reserves of resources.
 Performing up to date market researches.
 Keeping close eye towards monitoring respective operational activities of the firm.
 Adopting innovation.
 Conducting risk assessments.
CONCLUSION
It can be evaluated from the above article that management and management of a company
plays a key role in successful exercise of an enterprise's operations. Taking into account that an
enterprise management and competition organisation is unpredictable and dynamic, the
organisation has adopted many strategy tools and templates for the optimal use of capital to meet
the company's intended goals. Furthermore, before launch of new products in the field, deep
market analysis and meetings were provided for the firm. Products met all the pattern
requirements and demands of the consumer on the specified market.
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REFRENCES
Books and Journals
Andrades, L. and Dimanche, F., 2019. Destination competitiveness in Russia: tourism
professionals’ skills and competences. International Journal of Contemporary Hospitality
Management.
Campón-Cerro, A. M., Hernández-Mogollón, J. M. and Folgado-Fernández, J. A. eds.,
2018. Best Practices in Hospitality and Tourism Marketing and Management: A Quality of Life
Perspective. Springer.
Dzhandzhugazova and et. al., 2019. Innovative activity as a tool for the development of
industries in Russia (on the example of tourism and hospitality industry). International Journal of
Applied Exercise Physiology, 8(2.1). pp.610-614.
Kryukova and et. al., 2019. Organization of the use of Moscow cultural and historical heritage in
tourist activities. Journal of Environmental Management & Tourism, 10(4 (36)), pp.763-771.
Jamalovna, J.D., Abidovna, X.D., Asatillayevich, A.B. and Akramjanovich, M.F., 2020. The
importance of marketing strategies in the provision of physical education and sports
services. South Asian Journal of Marketing & Management Research, 10(4), pp.111-119.
Lvovna, I.E., Nikolayevich, L.A., Sergeyevna, S.V. and Alekseyevna, S.L., 2020. Website of a
hotel company as a tool for transmitting brand values and attracting the target
audience. Современные технологии управления, (2 (92)).
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