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POINT & KNOW APP ANALYSIS

MARKET ANALYSIS

Russian capital MOSCOW has rich culture, unique history and hospitality that attract large number
tourist from around the globe as well as across the cities as well. Each year the statistics of tourism
industry goes up by setting a new record. According to one of the sources, in 2017, 21.6 million were
reported with five million foreigners.

Above mentioned stats shows that market is quite lucrative and attractive for brands to position
themselves in the tourism market. A figure of five million foreigner entering the country depicts high
level of diversity in terms of the language of tourist. This shows that there is also a chance for the APP
“POINT & KNOW” to capitalize, on introducing an App/service that caters the need in any required
language. Since, English is second largest spoken language in the world, so it can be concluded that most
of tourist visiting Moscow would be somehow familiar with English language so choosing a brand name
in English would make much more sense.

Opportunity Recognition for POINT & KNOW APP

Most of the tourist coming to Moscow are from Asian Markets which means that they are bit price
sensitive customers, during football world cup, there were large number of tourists from other countries
as well such as Germany, USA, FRANCE, Netherlands. Tourist visiting Moscow are more interested in
visiting the cultural places, also the city is known for providing WIFI access in metro, buses, commuter
trains, in central streets, parks libraries etc. Have the largest Wi-Fi infrastructure in Europe so this also
facilitates the downloading of APPLICATIONS that facilitate in guidance of famous landmark.

People visiting Moscow are sometimes greatly intrigued by the rich history and culture and often hire
tourist guide who can take them to famous landmarks which further adds up to the cost of their trip.
Since, tourist are coming from different countries, there might be a language barrier between tourist
and the guide. This means there is a chance for APP like “POINT & KNOW” to flourish in the market
which offers the user feature and services in their own language.

BRAND NAME

“KNOW-ur-MARK” as the name itself suggests the features of the APP to get to know about the famous
landmark, the brand name is simple and easy remember as well. Anyone reading this brand name will
instantly get to know what the App is all about before even going into the further details. This would
facilitate the downloading of the application. The brand name chosen is in the English language because
most of the people coming to MOSCOW are from ASAIN markets which already have fair understanding
of English language.

SEGMENTATION
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Segmentation may be defined as a heterogenous market of number of homogenous markets created in

response to different customer preference, attributes for their more precise varying wants. A market
may be segmented on certain variables such as: Demographics, Geo demographics and Lifestyle
Segmentation, Behavioral Segmentation, Geographical based Segmentation

Demographics is the study of age, income, education, gender and social economic classes, life cycle. The
social grouping is done on the grade shown below “A, B, C1,C2,D E”

Whereas the Lifecyle refers to single people, Young married couple without kids, Full nest1 (married
couple with preschool child). Full nest 2 (parents having children with full time education) Full nest 3
(Children who have left education but still live with parents). Empty Nest 1 (All children have left but
one partner is working) Empty Nest 2 (Both partners have retired)

Demographics also categorizes people on the bases of the years that they are born in:

 Baby Boomers (1946-1964)

 Generation X (1965-1978)
 Millennials (1977-1994)

Psychographic Segmentation: Refers to the segmentation that is based on lifestyle, personality and
social class

Behavioral segmentation: slices consumers on the basis of how they act towards, feel about or use a
product.
Behavioral Segmentation is based on benefits, occasion based, user status. Segmentation based on the
type of benefits sought is one way of slicing up the market.
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STP FOR POINT & KNOW APP (Segmentation, Targeting and Positioning) WE CAN USE COMBINATION
OF SEGMENTATION STRATEGIES

Possible potential segment

Demographics: Although the foreigners visiting Moscow market are from different age groups such as
baby boomers between the age of (57 years to 75 years), Generation X (41-56 years) and Generation Y
(25 to 40 years)

Age

Ideally the application can be targeted to anyone with age bracket to have a smart phone example 12
years, however if we talk in terms of foreign tourist visiting rather than locals

As far as the Age segment is considered for Point and Know App, it will primarily be targeted on
generation Y with age bracket of 25 years to 40 years the reason being that this generation according to
the sources have the highest usage rate of smart phones and mobile application for the daily activities.
So, there is a high possibility that “POINT & KNOW APP” will be downloaded by millennials and
Generation Y first. Also, this generation has readily seen and accepted the transformation of digital
world, thus there are most lucrative and attractive segment for “POINT &KNOW APP” to target.
Generation Y or millennials are fond of travelling and exploring the new landmarks and places; thus,
they will be the main target market of the brand. Also, Moscow is located in EUROPE, there is a large
number of students coming from International market to study in European countries for the Masters
degree, this generation then travel to other places like Moscow for the leisure activities by saving up and
this is most sustainable, attractive segment for “POINT & KNOW APP”.

People from Generation X with the age bracket (41-56 years) of age also have good usage of internet
and smart phones and are inclined towards using certain applications so they can be a measurable
segment for “POINT & KNOW APP” to target.

On the other hand, Baby boomers (57 years to 75 years) old people although they enough saving to
spend on leisure and travel activities. But this generation is not very comfortable in using smart phones.
Of all generation they have lowest usage rate of smart phones and are not very comfortable in using
mobile application so this segment is not realistic segment to target. Although, they do visit lot of places,
but don’t believe in using mobile Applications for day-to-day work.

INCOME

Although every tourist falling in the category of generation X and generation Y cannot be the target
market. As far as the foreign tourist are concerned. It will be targeted towards MIDDLE MIDDLE class
and MIDDLE UPPER CLASS. They generally include people with at high managerial position,
administrative professional etc. who have saved up enough money to travel to other countries and
places like MOSCOW. Targeting Upper class through ‘POINT & KNOW APP” is not viable option, because
the upper class stay at expensive places and have tourist guide with them to look after the trip needs
and this segment worry less about cost of the trip. On the other hand, tourist belonging to middle class
are more inclined towards cost saving ways to enjoy the trip.

Upper lower
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Education
The target market will have an understanding and literacy in terms of using smart phones and
downloading mobile application and using them. Target market may be sounding enough to know read
and know about the famous landmarks. However, there is no influence of having a degree for the usage
of the application.

OCCUPATION: PEOPLE VISTIG THE MOSCOW MARKET CAN BE STUDENTS , PROFESSIONALS , WORKING
CLASS PROFESSIONAL ALL OF THESE ARE TOURSIT VISITING THE MOSCOW MARKET AND CAN BE
TARGETTED.

Gender

According to one of the sources males and female both use mobile application but their usage rate is
different with male prone more to application usage. However, incase of MOSCOW market, both male
and females are targeted for “POINT & KNOW APP” and according to the article “IS RUSSIA SAFE
PLACE TO TRAVEL” Moscow has large number of solo female tourist coming for the trip, so both
male and female will be targeted.
Life Cycle
“Point and Know App” will be targeted towards people from different lifecycles
 Single People visit MOSCOW a lot for their solo trips, so they also form an important segment
of the market. These people have saved up an income for such trips, “POINT & KNOW APP”
can be a very important market for these people, who want to save up the cost of trip, travelling
alone and can rely on such applications to get to know about famous landmarks.

 Young married couple without kids: Moscow market is a beautiful place with famous
landmarks, resorts and places to visit for the newlywed couple, also this is known to be safest
with rich cultural heritage, famous landmarks in terms of parks, resorts, food places, adventurous
places and museums, thus, they are lucrative segment for “POINT & KNOW APP to target”

 FULL NEST 1: are defined as married couple with the youngest child of preschool needs, such
kind of tourist, don’t have to worry much about the education of the initially and thus have
savings to spend on trips in a cost-effective way, so that they can enjoy the trip as well as save up
later on for the usage of their child education ahead. “POINT & KNOW APP” can be targeted
at such people as well.
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RELIGION: People visiting Moscow are from different regions of the world and different religious
believes and “POINT & KNOW APP” does not target on one specific religion but every tourist coming
from different religious backgrounds

GEOGRAPHICALLY

In terms of geography “POINT & KNOW APP” is targeting people on global context, because in Russian
market especially Moscow markets have tourist coming from around the globe and from several
continents and hence, it is targeted to tourist from worldwide market visiting MOSCOW. However, the
working of the application will be confined to MOSCOW market only.

Behavioral Based Segmentation

Is done on the bases of user status and benefit sought by the consumers or tourist visiting the Russian or
Moscow markets

Benefit Sought: The user of application “Point and KNOW APP” will be those tourists who are seeking
the benefit of seeking information, finding information of the famous landmarks to staying updated.
Also, this application can help those users in efficiency by quickly learning about the famous landmark
in their own language in no time. Also, can help in recreation by quickly pointing out at famous
landmarks with all the information available to decide which landmark to visit and which a customer
can skip as per the interests

Personality: is a very broad term but “POINT & KNOW APP” will be targeted towards ambitious people
who love to travel and explore, people who are openness to experience who love to travel and explore
on their own. It can be concluded that “POINT & KNOW APP” is targeted towards those who are
independent people who want to explore on their own without depending on other human beings to
guide them. Also, the tech savvy individuals who rely heavily on technology for day-to-day activities.

USER STATUS: Include first time users, regular users, non-users and potential users. “POINT AND KNOW
APP” will set strategies to target different users at different levels.

“FISRT TIME USER”: to download the application from online store and start using it, this will be done
with partnering with famous landmarks that with first time users and downloads of Application will be
given a discount at certain landmarks to encourage more downloads. Will be discussed in more details in
4PS segment

REGULAR USERS: PEOPLE WHO HAVE DOWNLOADED IT ONCE AND WILL BE VISTING MOSCOW AGAIN
FOR TRIP LOCALS AS WELL INTERNATIONAL FORGEINERS BY GIVING THEM REMINDERS AND SHOWING
POP UP MESSAGES ON THEIR SMART PHONES AS SOON AS THE SMART PHONE DEVICE ENTERS IN
MOSCOW BOUNDARIES
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PHYSCHOGRAPHIC SEGMENTATION: is based on Lifestyle segmentation as well social class, interests

and opinions.

Social classes may be defined as “: middle class, lower class, upper class and elite class”

As discussed above the foreign tourist visiting MOSCOW are middle class and above and hence the
brand is targeted at them, however, locals can also visit MOSCOW market and they may belong to lower
segment of the market, however visiting landmark requires cash , even though the application is free of
cost , but lower segment may not be the right target market as they do not have budget to visit such
places

LIFE STYLE: According to the VALS MODEL “POINT AND KNOW APP WILL BE TARGETTED IN THOSE
PERSONALITY”

 Experiencers.
These consumers are the high-resource group of those who are motivated by self-expression. They are the youngest
of all the segments, with a median age of 25. They have a lot of energy, which they pour to physical exercise and
social activities. They are avid consumers, spending heavily on clothing, fast-foods, music, and other youthful
favorites, with particular emphasis on new products and services. Thus these traits shows that these people will be
interested to visit different sorts of landmarks, and spending and can be the right target market for “POINT &
KNOW APP”
The “Digital Nomad”: traveling man/woman, sometimes couples, working as freelancers and
blogging for a living. This segment lives day-by-day, country-by-country, usually between 25-35
years of age, are very active on social media, and up-to-date with current world affairs. For such
people “POINT &KNOW APP” is the right App to be used that will target those who are already making
use of digital technology and are comfortable at exploring the world within few or single clicks.

TARGET MARKET (justify your target audience in terms “SMART) SPECIFIC,

MEASURABLE, ATTAINABLE, REALISTIC & TIMELY.
Of all the potential segments identified above, our target market for point and know app will be
“generation Y” also known as “Millennials” with the age bracket of (25 years to 40) this is because this
generation has the highest usage rate of SMART PHONE and mobile application for their activities and
hence, “GENERATION Y is the specific segment that firm can target. The target market will have an
understanding and literacy in terms of using smart phones and downloading mobile application and
using them. Target market may be sounding enough to know read and know about the famous
landmarks. However, there is no influence of having a degree for the usage of the application. According
to the tourism “Statistics about Travel, Tourism & Hospitality in Russia” most of the people visiting
Moscow are people falling within the age group of 25 to 40 years hence, its quite lucrative and
measurable segment for “POINT & KNOW APP’ to target. Although the age of group segment is
between “25 years to 40” they can generally lie in any occupation from student, professional, working
class but our main focus will be youth or student who are an avid user of such applications. From the
income perspective it will be middle class, middle upper class because that’s a realistic target audience,
middle class when visiting international markets looks for cost benefit analysis when making trip to
different landmarks and Point & know app will eliminate the need for tourist guide there by saving cost of
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trip. This is the most “Realistic Segment” of my target audience. Since both male and female use
“mobile applications and both genders are visiting Moscow for solo trips, so targeting both genders is a
realistic segment.
Our target audience is those who seeking information benefits from few clicks and are personality vice
tech savvy person and openness to experience of travelling at new places and exploring the world this is
the most Attainable segment that will help “POINT & KNOW APP” to achieve its objectives of being
used and get downloaded from APP stores because target audience seeking these benefits and having
these personality traits are our right target audience to help us attain our objectives.
Since, “POINT & KNOW APP” is new to the market and we are likely to target “FIRST time USERS”
as most appropriate segment to focus initially especially people who are visiting MOSCOW for the first
and are not familiar with any kind of landmarks, they are most appropriate target audience and target
them timely before they download any other application. Although we can target variety of lifestyle but
our initial focus is on “EXPERIENCER” Who spend heavy amount of money leisure activities,
shopping, clothing and visiting new places, this lifestyle target audience are the right ones to be targeted
such people download applications and look for places that further adds to their experience

PEN POTRAIT ACTIVITY FOR THE CUSTOMER is made for ONE IDEAL CUSTOMER: It is the
description of your one ideal customers.
FIRST OF ALL, NAME THE CUSTOMER EXAMPLE “PETER”

Peter is a young 25-year dynamic individual with an average monthly income of 2500 dollars per month,
born and raised in USA a nation with an individualism where he is has learnt to be independent rather
than being depending on others be it any activity. He is a pure digital Nomad who is very active on

social media, and up-to-date with current world affairs in particular Facebook and Instagram for
searching day to day activities as well as posting. He is an experiencer who has a lot of energy, which he
pours to physical exercise and social activities and travelling to different historical places. He is an avid
consumer, spending heavily on clothing, fast-foods, music, and other youthful favorites, with particular
emphasis on new products and services and his spending pattern includes visiting new places and
exploring the world at a young age by working hard and achieving success at his work place and saving
up money to enjoy products/services that represent his status. Although, he is greatly intrigued by the
history and famous landmarks but he believes in being cost efficient when visiting International market as
a tourist, which can be done by relying more on online platforms and being independent rather than
depending on guide. Peter is single that sets him free from family responsibilities and spend more on
leisure activities of his interest including travelling. Since, he has just started his career in banking sector
“He needs to do cost-benefit analysis while making different choices in solo trip to Moscow for example
relying more on “TRAVEL APPs” to save up the cost and eliminating the need of Guide while visiting
different landmarks. Also, his friends and colleagues /peers at his workplace are of his own age who have
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are snap chat generation who believes in putting up everything social media, they take usage of digital
platform, mobile application as an art of living. Peter loves to make use of mobile application for all his
activities weather searching for leisure activities, favorite restaurant to visit or a favorite spot to visit, he
does not like traditional ways of contacting people for information and guidance, believes it’s a waste of
time. He believes when everything is available is online with few clicks away then why not to use it. He
wants to use products that express his personality and since, he is a digital Nomad he believes using
digital products such as mobile application will further depict his lifestyle.
He is a graduate in business studies and is educated enough to understand the technology-oriented
products. The usage of “POINT & KNOW APP requires literacy to read and understand it, rather than
being a degree holder. His personality of being ambitious, tech savvy and openness to experience, has
developed an interest to travel and explore the world through different digital platforms and applications.
He views and learn about the world through digital lense, he loves to seek information quickly and with
efficiency and this can be done by using different mobile application. He is successfully running his own
well-established page on social media that talks about different places around the world. He is totally
overwhelmed by the online world and spends most of his day in using smart phone of Samsung and heavy
android user.

TARGETING
The product “POINT & KNOW YOUR APP” FOLLOWS A CONCENTRATED
DIFFERENTIATION STRATEGY. The application is specifically targeted towards those
segments who are interested in travelling and knowing about the history of famous landmarks
through digital platforms which is not a very large segment and hence, it can be inferred that it is
following a Concentrated Strategy. In the concentrated segment that brand further goes for
differentiation strategy by offering an option to know about the famous landmarks in your own
language, also the company is a new start up firm and does not have the resources to go after the
market, also every tourist visiting MOSCOW is not interested to make use of Application like
“POINT & KNOW YOUR APP”. It can be inferred, brand will be following a differentiation
strategy by constantly innovating and offering improved features such as VIRTUAL TOURS” ,
Know in your own language “ Commentary regarding each landmark is also available, cash top up,
which will be discussed later on in the product section and thus suggest, will be following
concentrated -differentiation strategy.
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POSITIONING
ANALYZE YOUR COMPETITORS
In order to analyze the position “POINT & KNOW APP” analysis of the competitors are must:
Market of Russia specifically MOSCOW has more than 10 mobile application that tell the
tourist about the famous landmarks, along with the history and culture in English as well as
Russian language; Direct competitors of brands identified are
 “PETER-BURG IN YOUR HANDS” This is an informative app-guide to St.
Petersburg. The program includes information about museums, shops, restaurants, and a
variety of hotels sorted by star rating.
 RM GUIDE: This is a Russian museum app that supplements museums. Point your
camera phone at the QR codes located on the museum grounds and receive information
about exhibits (videos, history of paintings and authors, audio stories, and interesting
links). This app requires an internet connection. It is available in Russian and English.
  Smart Museum
This is an app that enables you to receive information about interesting museum
exhibits. It also helps you build routes from your current location to museums, while
looking up their working hours and history. It works in Russian, English, and German. 
  Moscow Pass
This app is a good alternative to heavy travel guides and paper maps. It has information
on museums, parks, restaurants, tourist destinations, and entertaining tour routes, as well
as an offline mode that contains a map of the city. It is available in English.

The most competitors discussed above are focusing on specific sort of land marks mostly
museums, shops and restaurants that too in specific languages only RUSSAIN, ENGLISH
MOSTLY. “POINT & KNOW APP” on the other hand, will position itself as a brand that
informs the customer about famous landmarks near the customer, with history and cultural
details in any language customer wishes to seek the information. This will be the biggest
competitive advantage for the firm because none of the competitors currently is offering this
service of knowing about all the landmarks in your own language. Thus, the brand position itself
as an application ‘that orient the customers on famous landmarks of MOSCOW and to
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learn about the culture and their history with convenience of knowing in their own
language, yet keeping the element of fun for its customers ”. will be discussed in details

in the features part of product. Also, the brand sets its self apart from the competing
brands by offering rating assigned by customer to each landmark. The application will be
directly connected with the portal of famous landmarks, where customer can post a query via
application about landmarks and it will be answered instantly by the backend portal operated by
the landmarks for example let say about cost structure. Pictorial representation and videos of the
landmarks on the application would further help the target audience to decide weather to go for it
or not.

“TAGLINES POSSIBLE

LET US BE YOUR GUIDE

POSSIBLE PERCEPTUAL MAP

MULTIPLE LANGUAGE

‘POINT &KNOW APP”

FAMOUS LANDMARKS MOSCOW

APP ALL LANDMARKS
SMART MUSEUM PETER-
BURG
RM GUIDE

DUAL LANGUAGE

MARKETING MIX PLAN

MARKETING MIX =4PS (MEANS PRODUCT, PRICE, PLACE AND PROMOTIONS)

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PROMOTION IS ALSO KNOWN “MARCOMS” OR COMMUNICATION MIX

YOU WILL DEVELOP 4PS AS PER THE DESCRIPTION OF YOUR IDEAL CUSTOMER OF PEN POTRAIT

PRODUCT
When discussing about the product: REVISE LECTURE “MANAGING PRODUCT / BRAND MANAGEMENT
LECTURE” ALONG WITH RECORED LECTURE
REMEMBER WHEN YOU ARE DISCUSSING THE PRODUCT IN EXAM YOU NEED TO APPLY THE FOLLOWING
MODELS TO SCORE BETTER MARKS

 PRODUCT LIFE CYCLE

 CORE, ACTUAL, AUGMENTED, levels of Products
 TOTAL PRODUCT OFFERING MODEL APPLICATION means (FOCUS, COST EFFECTIVE. DIFFERENTIATION
MODEL WHICH ONE ARE U USING / BRAND MANAGEMENT THEORIES
 BRAND MANAGEMENT THEORIES MEANS (STYLE, COLOR OF THE APP, USER EXPERIENCE, TAGLINES,
BRAND NAME ITSELF, USER INTERFACE, GIVE YOUR APP A BRAND PERSONALITY OR LIFESTYLE BRAND)
 PYRAMID ADOPTION RATE
 Discuss in terms of Features, benefits and positioning and constantly reflect towards your target market
 How would you create Resonance for your brand?
 What is your value proposition (what ur brand means to customers)?

“POINT & KNOW APP” is a start up firm and hence, it can be concluded that it lies on introduction stage of
product life cycle, thus, need to modify the marketing strategy in terms of product, price, place and promotion
as per the introduction stage of product lifecycle

Core benefit: refers to the basic benefit of the product or service being offered as per the “POINT & KNOW APP”
the basic benefit is to guide the customer about the famous landmarks and their history. The core benefit for all
the competing App of “Point and know App” will be same

Actual level of Product: Refers to the features, brand name, Appearance, Quality, color, interface etc.

Brand name: The selected brand name for the particular application is “KNOW YOUR MARK” : KNOW -ur-MARK”
as the name itself suggests the features of the APP to get to know about the famous landmark, the
brand name is simple and easy remember as well. Anyone reading this brand name will instantly get to
know what the App is all about before even going into the further details. This would facilitate the
downloading of the application. The brand name chosen is in the English language because most of the
people coming to MOSCOW are from ASAIN markets which already have fair understanding of English
language generally. However, as far as “PETER” is concerned he is born and raised and USA so English is
his native language, so choosing a brand name in ENGLISH LANGUAGE WOULD BE MOST APPROPRIATE.

TAG LINE: “LET US BE YOUR MEMORABLE GUIDE”

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INTERFACE: The interface of “POINT & KNOW APP” will be easy to use and user friendly with less content on the
home page so that loading time is reduced and also the cognitive time is reduced, customer coming to the app
should easily able to understand the application. Front page of the application will have the brand name displayed
and button of “choose your language” while second page of application will display the famous landmarks with
their pictorial and video content and customer reviews, this will be done to increase site stickiness of the
application. PETER is of age 25 which falls in the category of generation millennials which are impatient generation
and quickly believe in brand switching so user friendly interface is must. The interface will be compatible with
android as well IOS operating system

The color of the application will be blue and red, which represent the color of MOSCOW flag, the combinations
these two-color used in the application may increase the chance of “application easily recognized by PETER and
chances of download being increased. However, the next pages of the application will be of white in color , so the
content and videos displayed are easily ready by the target audience, glossy colors used often result low visibility
of the displayed content .

FEATURES

Although “POINT AND KNOW APP” is in the introduction stage of the product Lifecyle, as it is a start up firm so it
cannot focus introduce all sorts of features in this stage. Focus should be on introducing limited but unique
features which will help the consumer gauging their interest in such types of Application.

“POINT & KNOW APP” will help the “PETER” using his smartphone and its camera to identify what is in front
of his eyes (The landmark) and its complete history and other relevant details. Since, Peter is 25-year-old
millennial who is marked by less attention span, so “POINT & KNOW APP” will be translating signs,
naming landmarks and providing a running commentary on your world for those who don’t feel like
reading about the land mark. What makes “POINT & KNOW APP” stand different from its competitors
all information about the landmark will be done in their OWN LANGUAGE which sets it apart from its
competitors.

Apart from this in order to capture the interest of the customer in the “POINT & KNOW APP”, customer
pointing towards LAND MARK will get to a complete pictorial and video of the landmark and take virtual
tour as well and thus if they actually would like to visit the landmark or not.

Customers can post any query / regarding the landmark and online guide of the respective landmarks
can instantly answer them regarding pricing and timings, this will have audio as reading options
available as well. Rating of each landmark and experience of customer will be available on the
Application to decide by the customer if to visit the landmark or not.

Peter is 25-year-old millennial, it is not possible for him to visit every land mark in MOSCOW due to time
and budget constraints, so “POINT & KNOW APP” gives the most exciting offer for its target audience to
create their own “AVATAAR” online on the APP and take a complete of the LANDMARKS they can’t visit
either because of time constraints, budget problem, any other reason.

This is what sets the brand apart from its competitors, by positioning itself as a brand that Orient the
customers about famous landmarks of MOSCOW in their own language, yet keeping the element of fun
and excitement for its customers by providing unique features which creates a complete experience for
its customers of being a memorable guide. The key benefit and proposition that the brand offers to its
customer is finding about the famous landmark at convenience of their own language yet in a
.

entertaining ways. The above-mentioned features show that brand has a personality of “BEING, YOUNG
FUN LOVING AND CARING” for its customer by providing such features for PETER yet at the same time
taking care of the cost element and providing options “avatar” to virtually visit landmarks that they will
not be able to visit physically.

AUGMENTED LEVEL OF PRODUCT: In existing time of competition, it is important for marketers to

understand the competition no longer reside on features, they need to create a level of excitement for
the customers: “POINT & KNOW APP” can help “PETER” enter any LANDMARK without having cash in
his pocket. This generation of “PETER” makes use of app for all day-to-day operations and financial
transactions and avoid carrying cash with them and hence, they can top up their “POINT & KNOW APP”
through credit card and tap at the entrance of famous “LANDMARK” and enter easily without carrying
plastic money. Also, “POINT & KNOW APP” can offer loan option which can be paid the same or in next
few days if running low on cash. Since, “PETER” is a 25-year-old individual, he likely to carry less cash
and this feature will create excitement for him.

As per the total product offering model “BRAND IS FOLLOWING FOCUS DIFFERENTTION
STRATEGY” The application is specifically targeted towards those segments who are interested in
travelling and knowing about the history of famous landmarks through digital platforms which is not a
very large segment and hence, it can be inferred that it is following a Concentrated Strategy. In the
concentrated segment that brand further goes for differentiation strategy by offering an option to know
about the famous landmarks in your own language, also the company is a new start up firm and does not
have the resources to go after the market, also every tourist visiting MOSCOW is not interested to make
use of Application like “POINT & KNOW YOUR APP”. It can be inferred, brand will be following a
differentiation strategy by constantly innovating and offering improved features such as “VIRTUAL
TOURS” , Know in your own language “ Commentary regarding each landmark is also available as
discussed above.

PRICING MODEL

FREE MODEL: “POINT & KNOW APP” will be available for download for free completely the free
applications come as a sweet surprise for users and target audience of “PETER AGE” USUSALLY GOING
ALL APPLICATIONS THAT ARE COMPLETELY FREE TO DOWNLOAD.  This is a great model to follow,
establishing a brand image, and increasing customer retention. Users do not need to pay, so the apps
have a higher number of downloads.

If the application is free to download “POINT & KNOW APP” will look for other models to earn revenue
and money.
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BRAND CAN MAKE USE OF “FREEMIUM MODEL’ AS WELL WHERE CERTAIN FEATURES ARE FREE OF COST
WHILE SOME ARE PAID FEATURES, FOR EXAMPLE “POINT & KNOW APP” CAN MAKE PROVIDE ALL THE
SEARCH FEATURES FREE, HOWEVER, THE OPTION OF CREATING YOUR OWN “AVATAAR” FOR VIRTUAL
TOUR CAN BE CHARGED IN FEW CENTS IN ITIAL YEARS SO THAT CUSTOMERS LIKE “PETER” MAKE USE OF
SUCH STRATEGIES. CHARGING FROM CENTS TO A DOLLAR WIL BE A MARKET PENETRATION STRATEGY
FOR THAT PARTICULAR FEATURE, JUST TO PENTRATE IN THE MARKET. PENETRATING PRICE WOULD
ENCOURAGE “AVID SPENDER LIKE “PETER TO MAKE USE OF SUCH FEATURES”

HOWEVER, “POINT AND KNOW APP” THROUGH THEIR DATA ANALYTICS CAN TRACE WHEN THE DIGITAL
FOOTFALL OF MOBILE APPLICATIONS ARE HIGH “COMPANY CAN USE SURGE PRICING FOR THE AVTAAR
FEATURE “PRICE TO MAKE AN AVTAAR FOR VIRTUAL TOUR CAN INCREASE ON WEEKENDS AT DAYTIME
WHEN THE DEMAND TO USE THE APP IS GENERALLY HIGH AND LOWER THE PRICE WHEN DEMAND TO
USE AVTAAR DECREASES FOR VIRTUAL TOURS.

However, the “POINT & KNOW APP” can make good amount of money using advertisement”. First of all,
“POINT & KNOW APP” can place advertisements of brands that are of interest to their target audience
on their mobile “APPLICATION”. Peter is a 25-year-old individual and his pen portrait activity suggest he
is an avid spender on food, music, travelling, and other youthful activities. Any such advertisement on
the categories mentioned will likely to be viewed and clicked by “PETER” so “POINT AND KNOW APP”
can make use of “PAY PER CLICK MODEL” OR “PAY PER VIEW MODEL”

PAY PER CLICK MODEL MEANS THAT EVERY TIME AN ADVERTISMENT DISPLAYED ON “POINT & KNOW
APP” IS CLICKED THE APPS GET TO PAID FOR IT AND “PAY PER VIEW” MODEL MEANS THAT EVERY TIME
THE ADVERTISMENT IS VIEWED “POINT & KNOW APP” GETS PAID FOR IT

In order to increase the chance of being viewed and downloaded, advertisement of famous “FAST FOOD
RESTUARANT” THAT HAVE DEALS SHOULD BE DISPLAYED, MUSIC ADVERTSIMENT LIKED BY YOUTH
SHOULD BE USED ON THE MOBILE APPLICATION THAT WILL INCREASE THE CHANCE OF MAKING MORE
REVENUE.

DISTRIBUTION
According to the source Russia App Market Statistics in 2021, the market of RUSSIA in general and
MOSCOW in particular has very popular online stores for downloading application such as “RUSSAIN APP
PUBLISHER” which have 1000 of mobile Apps and high customer digital customer footfall coming for
downloads , however, our target audience are generally international tourist and in particular “PETER”
who is coming from the market of “USA” so placing “POINT & KNOW APP” on play store would make
more sense as the pen portrait activity suggest he is an heavy android user , so would be familiar with
play store to trust and download the application.

From the perspective of overall target audience “APP STORE” and “GOOGLE PLAY STORE” are an ideal
platform to place “POINT & KNOW APP” because international tourist tends to put more trust on those
stores with which they are already familiar with. Although Russian App store according to few sources
have very high reach but international tourist is generally not very familiar with this platform. App store
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is not only confined to “PLAY STORE” & ‘APPLE APP STORE” not every target audience coming to
MOSCOW has Samsung or I-phone, instead “point & know App” can be placed on number of other APP
stores such as , Nokia’s Ovi Store, Microsoft’s Windows Phone Marketplace and others, plus
independent app stores (like Get Jar).
As per the behavioral habits and Pen portrait activity of “PETER” suggests that he spends a lot of time on
social media in particular “Facebook & Instagram” so link of application “POINT & KNOW APP” can
be placed on Facebook, Instagram, YouTube and are likely to reach the ideal customer.

Since “PETER makes use of Social media to search for day-to-day activities there is a possibility that he
might visit Facebook pages of famous landmarks in MOSCOW. So a back linking process where the
known landmark page can insert the link of the application saying “search us through point & know app”
for better guidance n tours can be implemented. So all these are based on PUSH STRATEGIES OF
DISTRUBUTION MODEL WHERE AS “INTERMEDIATE” IN THIS CASE ONLINE PLATFORM IS PUSHING THE
PRODUCT / MOBILE APPLICATION TO THE CUSTOMERS.

PROMOTIONS “ IS ALSO KNOWN AS

“MARCOMS”MARKETING COMMUNICATION MIX)

KEEPING IN VIEW THE “AIDA MODEL” THAT IS

“AWARENESS, INTEREST, DESIRE, ACTION”
.

KEEPING THE AIDA MODEL IN MIND “POINT & KNOW APP” will design
its promotional mix, Since Brand is a start up firm so as a consultant the first task
is to build the brand awareness for “POINT & KNOW APP” Now this particular APP
is targeted towards international tourist visiting “MOSCOW” for visiting different
landmarks. In case, of our ideal customer “PETER” a technique called
“GEORAPHIC-POSITION RELATED MESSAGING” where as a text message is sent
to the customer by the brands based on the location their smart phone device
enters and exit the market. As soon as “PETER” enters the market of MOSCOW a
text message over WhatsApp can be send along with link of “POINT & KNOW
APP” to make him aware of this application. Text message should be short and
catchy “LET US BE YOUR GUIDE BY POINTING AND KNOWING ABOUT YOUR
FAVORITE LANDMARK JUST THROUGH US IN YOUR OWN LANGUAGE” FOR
MORE DETAILS CLICK ON THE LINK TO DOWNLOAD THE APPLICATION.
IN THIS WAY “BRAND AWARENESS” CAN BE CREATED USING AIDA MODEL.
.

THE PEN POTRAIT ACTIVITY AND BEHAVIOURAL ASPECTS OF “PETER” FURTHER

SUGGESTS that he makes use of internet and social media to search out for every little
information for his leisure and day to day activities and does not rely on people to guide him.
There is a high possibility that “PETER” is going to make use of Google search engine to
search for “application’ that can guide tourist about landmarks. “POINT & KNOW APP” can
make use of “PAID SEARCH ENGINE OPTIMIZATION” Techniques and buy keywords as
“BEST -TRAVEL APP, “best point and know app” any customer in particular searching with
these common key phrases are likely to see the link of “POINT & KNOW APP” coming front
page of google and this will further aid in creating brand awareness and brand coming in lime
light.

Peter is heavy smart phone user and tends to spend a lot of time on Facebook and
Instagram. Since, he loves to spend money on food, travelling and other leisure
activities so there is a high possibility that his search through Facebook and
Instagram are likely to be “travelling, food and other leisure activities”. POINT &
KNOW APP can make use ‘GOOGLE ALOGRITHMS” and advertisements on
“PETER” FACEBOOK PAGE CAN APPEAR WITH CONTENT “EXPLORE
MOSCOW WITH US” OF “Point & know App” can popup and likely to be
downloaded or at least viewed.

While to promote the application among local’s tourist “POINT & KNOW APP”
can contact local popular travelling bloggers to promote “POINT & KNOW APP”
on their pages, however, local bloggers would not be a very attractive strategy for
“Peter” as he himself is not aware of the local bloggers of “MOSCOW.” However,
in order further increase the chance of creating “brand awareness” “PAID
ADVERTISMENT” pay per click model can be used for “point & know app”
where the video, or content advertisement of the app can be placed on famous
online platforms that people use in USA to book their flights such as “ZEP
META” and “KAPA” so people before landing to Moscow would know that there
is an application that can guide them on famous landmarks in their own language.
These are the most popular platforms used in the market of USA and since
“PETER” is coming from USA placing an advertisement on these sites would
make more sense.

Also, Paid inclusion advertisement can be placed on “YOUTUBE CHANNELS”

on popular and viewed traveling videos
.

Now in order to develop the interest of “International tourist” entering the market
of MOSCOW and in particular “Peter” different techniques can be used. Although
brand is a start up firm low in budget but can still “Buzz need to be created”
initially to make the “POINT & KNOW APP” known to people coming. In order,
to create buzz in the market “POINT & KNOW APP’ can do experiential
marketing activity at the arrival section of the Airport, where people coming from
International flights have to wait for sometime for luggage to arrive “point and
know app” can set up a small booth “Explore MOSCOW BEFORE ENTERING
MOSCOW” where they can connect the mobile application to LED and help
people create their own “Avatar” and take a virtual tour of famous landmarks of
MOSCOW. ‘Avtaar” can be created for free only if people download the
application in their smart phones in particular peter. Considering the behavioral
and lifestyle of “PETER” it is most likely to be downloaded by him to make his
“avatar” and explore more about Moscow on the booth just to kill while waiting
luggage to arrive. In this way many if not all international tourist in particular
millennials will download the application before even exiting the airport.
Now , in order to further develop the interest of the consumer this experiential
marketing activity of “POINT & KNOW APP” can be made viral by carrying out
on different Facebook pages and Instagram pages that talk specifically about
“Moscow landmarks ” this will be a two way promotional activity , where “POINT
& KNOW APP” will be promoting about a famous landmark free of cost by
giving virtual tours to the and “Facebook page” of the particular landmark will
further promote “point & know app” in return there by creating interest of the
people in the application .
Rick in content video and commentary behind the famous landmarks that “POINT
& KNOW APP’ displays on its mobile application should uploaded on different
pages of Facebook and Instagram for example “landmarks are not only restricted to
museums, but shopping centers, food places, resorts, hotels and there are certain
especially “10 landmarks that are quite famous. Videos should be posted on their
pages to create backlinking “Explore our landmark through Point & know App”
will further help in creating user interest.
The advertisements of “POINT & KNOW APP’ can further placed on public
transport buses operating in MOSCOW. Peter being 25-year-old individual with a
middle-income level is likely to use “public transport” for commuting in city of
.

MOSCOW rather than Taxi. Also, most of the public transport offer free Wi-Fi
facilities so an advert reflecting “Explore Moscow in your smart phone with us in
your own language” is likely to be noticed and there is a high possibility it is to get
downloaded. Now in order to break down from the advertisement “clutter” the
color combination of “MOBILE APP” will be as per the color of flag of
MOSCOW “RED AND BLUE” and it is likely to be noticed.
Sales Promotion
Now in order to further encourage the download of mobile application “POINT &
KNOW APP” can make use of different sales promotional activities that will
encourage a quick download. The lifestyle and behavioral description of “peter”
suggest that he is an avid spender on food, clothing, travelling. International
tourist coming to Moscow in general and “Peter” in particular needs to rationalize
and be careful when going for shopping and taking food choices option. “POINT
& KNOW APP” and popular restaurants can together a combine sales promotional
activity that with the download of the “point & know application” redeem 5 %
discount at our restaurant , shopping center or museum entry ticket. This will
encourage a large number of downloads. Since “POINT & KNOW APP” is new to
market, many tourist do not even know about the application. This sales
promotional offer can be placed on Facebook page by the famous landmark itself .
This will not only increase their customer footfall for discounts but will also
encourage in application downloading. These activities will be done when there is
a peak time for tourism activities

“With down load for the first time, you can receive a “top up balance” of $2 dollars
in your account which will help you pay your entry at any landmark “Let us pay
some part of your entry ticket with a single download” A young age consumer
like “PETER” is definitely carried away by such offers.

DIRECT MARKETING
Tourist coming to international destination are usually staying at hotels or places
that are convenient and cost effective and since “PETER” is coming from US-
market he is likely to carry credit cards and believes in paying through mobile
applications, rather than carrying cash . “POINT & KNOW APP” offers the feature
to pay with a single tap or click at any landmark without worrying about carrying
.

cash. Famous customer stay places can place at their door step “Any customer
paying through Point & know app” can get discount on their hotel stay and a
complimentary dessert on their first day of stay. This is likely to encourage him
download application , discounts are often liked in this age and so is desserts.

PUBLIC RELATION

YOU CAN APPLY PUBLIC RELATION AS WELL , AS PER THE SCENARIO

AND SITUTIONS YOU ARE WRITING ABOVE.

GHANTT CHART

ATTACHED SEPARATELY ON GOOGLE CLASS ROOM

RECOMMENDATIONS ( YOU WILL WRITE RECOMMENDATION AS PER

UR OWN 4PS ANALYSIS)
 The above mentioned “Marketing Strategy” are suggested using keeping in
mind the pen portrait activity of our ideal customer “PETER”. Strategies
may slight vary with consideration of entire target audience.

 Initially the brand should rely on cost effective strategies because it’s a start
up firm, once the brand name is established then application may advertise
itself on big platforms like Television but it will take years to reach this
stage.
.

 Brand is on the startup stage means in the introduction stage of product

lifecycle so it has focused on introducing few but yet attractive features that
can captivate the interest of target audience

 After the launch of initial month brands can carry out in-depth analysis of
the market of Moscow from the perspective of International tourist and
introduce features that can captivate the interest target audience.

 Once the brand is established, “POINT & KNOW APP” can then collaborate
with known celebrities to promote itself

LINKS

 https://www.mos.ru/en/news/item/45937073/?
fbclid=IwAR2u28q7Mtp7ZgQJzODYQkEgyOy0gcHuHsMw-cqeq8UXVeIWsBDV5lwrdBM

 https://www.tripadvisor.com/Attractions-g298484-Activities-c47-
Moscow_Central_Russia.html

 https://www.kasasa.com/articles/generations/gen-x-gen-y-gen-z

 https://www.pcmag.com/news/which-generation-is-most-dependent-on-smartphones-hint-
theyre-young

 https://link.springer.com/article/10.1057/s41264-020-00071-z

 https://www.wired.com/2013/04/men-women-app-usage/

 https://www.sortlist.com/app-development/moscow-moscow-ru ( INFORMATION ABOUT

THE COMPETITING APPLICATIONS)

 https://42matters.com/russia-app-market-statistics (APP DISTRIBUTION STATISTICS)

 https://readwrite.com/2010/11/17/10-distribution-channels-for-mobile-apps/
.

 https://readwrite.com/2010/11/17/10-distribution-channels-for-mobile-apps/