Introduction
The subject under study has been the marketing of a one-stop shop known as Deon ventures. The mobile app is a technologically based product whereby the ventures seek to make a product that will be used for training on fitness, and the app will have other functionalities such as dietary advice, networking with a professional coach, networking with other users and purchase of apparel. The app is a product in itself, and it is not complete without other aspects of price, promotion and place. This paper seeks to look at the marketing objectives and how they meet business goals, the marketing framework for the app, segmentation of present and future customers, as well as the differentiation of the business.
Marketing objectives
For the one stop shop marketing app to move from the developers to the final users, Deon ventures has developed a set of objectives to help the business reach its goals. The goal of the business is to become the ultimate choice training app for athletes and reach a target of 1million subscribers in the first year of launch. This is a challenging goal for Deon Ventures, given that it is new in business and it will be competing with experienced players like Nike and Google. The first objective for Deon Ventures is to create brand awareness. Being new in the market, Deon Venture have to make itself known to the market as customers cannot buy something that they do not know about. Brand awareness will be created through various digital platforms such as through the social networking sites such as through Facebook and instagram, which are very popular among many youths and they have a command following.
The second objective is to grow market share by reaching to as many people as possible. Deon Ventures seeks to uses a penetration pricing strategy whereby the app will be offered at a low price to reach many customers who are price sensitive. Deon Ventures also seeks to target new customers to grow sales and earnings. While Deon Ventures considers athletes as the primary target customers, the business will look for another target group of customers, especially women o middle ages who are image sensitive and are likely to go an extra mile to remain in shape. The fourth objective will be managing customer relationships to keep customers engaged and increase Deon Ventures brand recognition. The team in charge of customer service will engage customers from time through social media posts to get their take about the product and what they would like Deon ventures to do. Deon ventures also seek to increase profits. Like any profit making business, Deon ventures is in the business with an aim of providing a solution on fitness and generate profits in return.
Marketing framework
Marketing framework is a tool that contains instructions for the execution of the marketing plan to ensure that the business is delivering the right content to the right audience and using the right channels. Deon Ventures marketing framework is made of six principal elements. The first component looks at how the Venture will create brand awareness through techniques such as customer segmentations, buyer personalities and setting key performance metrics. The second component of the marketing framework explores the process element to evaluate the various processes that Deon ventures engages in such as the sales process, the lifecycle of the product and the process of scoring customers. Deon Ventures marketing framework has planning as the third component that looks at the bigger picture of how the business seeks to increase the number of signups. Other aspects of planning are such as planning the app content and budgeting activities. Development is the fourth element in the framework that looks at how Deon Ventures will convert prospective customers into real customers through operational readiness, sales enablement and content development. The fifth component of the marketing framework is execution that entails how the business conducts its marketing activities to support retention. Analysis of key performance indicators is one of the crucial activities conducted in this phase. The last component in the framework is the referral element that seeks to make Deon Ventures a relational brand. Referrals are very important for any business. In marketing, there is a common saying that a satisfied customer is the best source of advertisement because their testimonies are worth ten times that which the business can say or write about itself. Deon ventures will use loyalty point programs as ways of creating Deon Ventures brand evangelists.
Customer segmentation
Customers are important pillars in the business, and customers are the reasons why businesses exist. Deon .ventures has settled on athletes as its primary group of customers, although the mobile fitness app can be used by the general population. The rationale behind making the app for athletes is because athletes need to train and keep fit in readiness for various sporting activities. Currently, the world is grappling with the menace of corona virus disease that has seen many governments around the world issuing movement restrictions and lockdown orders. Athletes are left with minimal choices of training and keeping fit, yet their occupations demand that they should workout regularly to ensure they are fit for upcoming sporting events. Deon ventures steps in as the training app of choice for such athletes. The ideal age for professional and nonprofessional athletes aged 19-55 years, with general educational development as the basic education requirements. The app targets low income athletes who might not have access to professional coaches.
Deon Ventures also hopes to identify women aged 20-50 years as the potential customer segmentation. Women are very image conscious, and they can make an ideal target group for the company. Women can be a great source of competitive advantage as evidenced by companies that have made women their primary targets. Gillette Company is one of the companies that have gained competitive advantage as a result of making specialty razors for women. Avon products Inc. is another company that has made it in the industry for targeting women. Deon Ventures recognizes the power of women and the act that women make up the majority of populations, making them an ideal target group in the future.
There are many competitors selling mobile fitness application such Google, Nike running club, Strava, runKeepr, yoga studio, sworkit among others. Deon Ventures seeks to get potential customers from competitors. At Deon ventures, a network of relationship will be formed whereby users will be brought together in a platform such as chat rooms to share their experiences in life and in issues that may not be related to fitness because too much learning without play made jack a dull boy. In so doing, Deon Ventures seeks to position itself as a relational brand where interpersonal relationships and friendships are created.
The subject under study has been the marketing of a one-stop shop known as Deon ventures. The mobile app is a technologically based product whereby the ventures seek to make a product that will be used for training on fitness, and the app will have other functionalities such as dietary advice, networking with a professional coach, networking with other users and purchase of apparel. The app is a product in itself, and it is not complete without other aspects of price, promotion and place. This paper seeks to look at the marketing objectives and how they meet business goals, the marketing framework for the app, segmentation of present and future customers, as well as the differentiation of the business.
Marketing objectives
For the one stop shop marketing app to move from the developers to the final users, Deon ventures has developed a set of objectives to help the business reach its goals. The goal of the business is to become the ultimate choice training app for athletes and reach a target of 1million subscribers in the first year of launch. This is a challenging goal for Deon Ventures, given that it is new in business and it will be competing with experienced players like Nike and Google. The first objective for Deon Ventures is to create brand awareness. Being new in the market, Deon Venture have to make itself known to the market as customers cannot buy something that they do not know about. Brand awareness will be created through various digital platforms such as through the social networking sites such as through Facebook and instagram, which are very popular among many youths and they have a command following.
The second objective is to grow market share by reaching to as many people as possible. Deon Ventures seeks to uses a penetration pricing strategy whereby the app will be offered at a low price to reach many customers who are price sensitive. Deon Ventures also seeks to target new customers to grow sales and earnings. While Deon Ventures considers athletes as the primary target customers, the business will look for another target group of customers, especially women o middle ages who are image sensitive and are likely to go an extra mile to remain in shape. The fourth objective will be managing customer relationships to keep customers engaged and increase Deon Ventures brand recognition. The team in charge of customer service will engage customers from time through social media posts to get their take about the product and what they would like Deon ventures to do. Deon ventures also seek to increase profits. Like any profit making business, Deon ventures is in the business with an aim of providing a solution on fitness and generate profits in return.
Marketing framework
Marketing framework is a tool that contains instructions for the execution of the marketing plan to ensure that the business is delivering the right content to the right audience and using the right channels. Deon Ventures marketing framework is made of six principal elements. The first component looks at how the Venture will create brand awareness through techniques such as customer segmentations, buyer personalities and setting key performance metrics. The second component of the marketing framework explores the process element to evaluate the various processes that Deon ventures engages in such as the sales process, the lifecycle of the product and the process of scoring customers. Deon Ventures marketing framework has planning as the third component that looks at the bigger picture of how the business seeks to increase the number of signups. Other aspects of planning are such as planning the app content and budgeting activities. Development is the fourth element in the framework that looks at how Deon Ventures will convert prospective customers into real customers through operational readiness, sales enablement and content development. The fifth component of the marketing framework is execution that entails how the business conducts its marketing activities to support retention. Analysis of key performance indicators is one of the crucial activities conducted in this phase. The last component in the framework is the referral element that seeks to make Deon Ventures a relational brand. Referrals are very important for any business. In marketing, there is a common saying that a satisfied customer is the best source of advertisement because their testimonies are worth ten times that which the business can say or write about itself. Deon ventures will use loyalty point programs as ways of creating Deon Ventures brand evangelists.
Customer segmentation
Customers are important pillars in the business, and customers are the reasons why businesses exist. Deon .ventures has settled on athletes as its primary group of customers, although the mobile fitness app can be used by the general population. The rationale behind making the app for athletes is because athletes need to train and keep fit in readiness for various sporting activities. Currently, the world is grappling with the menace of corona virus disease that has seen many governments around the world issuing movement restrictions and lockdown orders. Athletes are left with minimal choices of training and keeping fit, yet their occupations demand that they should workout regularly to ensure they are fit for upcoming sporting events. Deon ventures steps in as the training app of choice for such athletes. The ideal age for professional and nonprofessional athletes aged 19-55 years, with general educational development as the basic education requirements. The app targets low income athletes who might not have access to professional coaches.
Deon Ventures also hopes to identify women aged 20-50 years as the potential customer segmentation. Women are very image conscious, and they can make an ideal target group for the company. Women can be a great source of competitive advantage as evidenced by companies that have made women their primary targets. Gillette Company is one of the companies that have gained competitive advantage as a result of making specialty razors for women. Avon products Inc. is another company that has made it in the industry for targeting women. Deon Ventures recognizes the power of women and the act that women make up the majority of populations, making them an ideal target group in the future.
There are many competitors selling mobile fitness application such Google, Nike running club, Strava, runKeepr, yoga studio, sworkit among others. Deon Ventures seeks to get potential customers from competitors. At Deon ventures, a network of relationship will be formed whereby users will be brought together in a platform such as chat rooms to share their experiences in life and in issues that may not be related to fitness because too much learning without play made jack a dull boy. In so doing, Deon Ventures seeks to position itself as a relational brand where interpersonal relationships and friendships are created.
