Marketing Principles and Strategies for Promoting

Introduction:

Marketing principles are strategies and guidelines that marketers use to follow while marketing products and service of their company to grab strong customer attention and get high competitive position in international market. This study will discuss the marketing principles as well as procedures that marketers of ‘Point and Know’ app will use to market this app in New York tourism industry. This app is designed to direct tourist to New York art gallery by providing them all the possible updates regarding this art gallery. This study will discuss market segmentation, positioning and targeting that marketers of this app will conduct to make profitable marketing of this app. Additionally, this study will also use 4P marketing mix tool in terms of analysing how the different market factors such as price, product, place and promotion, are needed to be adjusted to attract large number of art lover tourist to buy and install this app.

Market discussion:

‘Point and Know’ app is an online art-gallery app that is going to target the New York tourism industry to grab large number of customers. This app focuses mainly on directing tourists towards New York art gallery. This app is expected to be one of the most useful apps for art lovers who can get all the updates about New York art gallery such as art management database, details of recent art exhibition, online display of art works by artists, details of art fair, CRM tools and prices of portraits. Marketers aim to market this app to millions of art lovers who come to visit the New York art gallery every year to attend art exhibition, art fair and invest their valuable times as well as effort to select the best antique art piece. This app is designed to provide the one stop solution to these art lovers by providing them all the details regarding artworks, exhibition, art fairs, artists and collectors, that would not only save their time as well as effort but also save their money.

Segmentation:

Market segmentation is the process that marketers use to classify or divide the entire market into small segments (Dileep and Mathew, 2017). There are different kind of market segmentation such as geographic, demographic, psychographic and behavioural. In terms of marketing the ‘Point and Know’ app, marketers are going to use Psychographic and geographic segmentation.

In case of psychographic segmentation, marketers of ‘Point and Know’ app have targeted people who are art lovers, highly optimistic and have liberal as well as modern lifestyles.

In case of geographic segmentation, marketers of ‘Point and Know’ app have selected the New York tourism industry to market this app. Tourists who come to visit New York art gallery every year are actually targeted by this app.

Targeting:

Here the marketers of ‘Point and Know’ app is going to use two target market such as benefits and life styles based on which they can make proper modification and reformation in the app to convince buyers to invest into this app over the other online art-gallery apps. By using these targets, marketers can go with following aspects to market the app:

Marketers of ‘Point and Know’ app will target

Customers with liberal, modern and healthy lifestyle

Customers who are smart as well as modern mindset and love to use online solutions for their passion (art works)

Benefits:

Marketers of ‘Point and Know’ app will target

Customers who search for high benefits while using any service or products

Customers who prioritise the services and products that provide them with convenient, trustworthy and high-quality service

Using pen portrait:

Pen portrait is a marketing tool that assists marketers to know their customer well by understanding their buying behaviour, interest, current buying trend, product and service preference and demand (Matikiti et al. 2018). For selling the ‘Point and Know’ app, marketers will use the pen portrait tool to understand the behaviour, perception and buying preferences of customers. In this context, marketers of this app will determine the following aspects:

What type information regarding art gallery today’s tourist prefer, such as portrait related information, exhibition related information, art fair details and professional information of artists and collector.

Whether tourists visiting New York art gallery demand additional features in the app along with details of art gallery such as art management database, art work info sheets, artist bios, inventory management, selling and buying options for artworks.

Positioning:

Positioning is a marketing process that marketers need to use to grab strong market position in international as well as domestic market (Dileep and Mathew, 2017). Marketers of ‘Point and Know’ app has planned a strong market communication process that is expected to be highly useful for grabbing high number of customers. The market communication is as follows:

Online advertising:

Marketers has planned the following activities to promote the App:

Conducting online promotional campaign for this app

Review as well as revise the campaign to make it highly attractive to target customers

Public relation:

Marketers have planned to make strong public relation by maintaining direct communication with its target customer through online programs, campaign, online feedback and email.

Events:

Marketers of ‘Point and Know’ app have planned to conduct offline promotional events at New York art gallery in terms of approaching tourist directly. In this context, marketers is going to seek permission of New York art gallery to conduct this event.

Social media marketing:

Marketers are going to open a new Facebook page for ‘Point and Know’ app through which they can approach several tourists who visit New York art gallery to convince them to invest in this app.

Product:

Marketers of the ‘Point and Know’ app have planned to improve the overall service of this app by adding many features and facilities into it. In this context, marketers focus on the preference and interest of art lovers regarding using online art gallery app. Here marketers will include wide ranges of features into this app such as providing customer with details of art fair, exhibition, portrait collections, bios of artists and collectors, art worksheets, inventory management and art database management.

Price:

Marketers have planned to use cost-cut pricing and low pricing strategy to grab high customer attention. Through these two pricing strategies marketers of ‘Point and Know’ app can set justified price for installing this app that would convince buyer to invest into this app overt the others.

Promotion:

For marketing the ‘Point and Know’ app, marketers will go for both the online and offline promotion. For online promotion marketers have planned to use YouTube, Facebook and twitter to promote the app. In the other hand, in case of offline promotion, the marketers have a plan to conduct a promotional campaign at New York art gallery.

Place:

Marketers are going to make healthy interaction with suppliers and distributers such as software developers, graphic designers, technical assistants and marketing executive to make healthy usage and installation of this app by customers.

Conclusion:

From the above discussion, it can be concluded that marketing principles is associated with helping marketers to use effectives strategies to meet desired goals. Marketers needs to conduct proper segmentation targeting and positioning of entire market to market product and services in effectives manner.

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