Marketing Management of Mobile App Providing Dogs Pet Services


Traditionally marketing has been described in terms of its functions or activities. In this respect, marketing has been referred to as the performance of business activities that direct the flow of goods and services from producers to consumers. We know that most manufacturing firms do not produce goods for their own consumption but for the consumption or use by others. Therefore, to move the goods and services from producers to consumers, a number of activities such as product designing or merchandising, packaging, warehousing, transportation, branding, selling, advertising & pricing are required.

All these activities are referred to as marketing activities. Thus, ‘merchandising’ ‘selling’ and ‘shopping’ are all part of a large number of activities undertaken by a firm, which are collectively called marketing. It may be noted here that marketing is not merely a post-production activity. It includes many activities that are performed even after the goods are actually produced and continue even after the goods have been sold. For example, activities such as identification of customer needs, collecting of information for developing the product, designing suitable product package and giving it a brand name are performed before commencement of the actual production.


Marketing management means management of the marketing function. In other words, marketing management refers to planning, organising, directly and control of the activities which facilitate exchange of goods & services between producers and consumers or users of products and services, thus the focus of marketing management is on achieving desired exchange outcomes with the target markets, taking a management perspective, the term marketing has been defined as “the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods & services to create exchanges that satisfy individual and organisational goals” by American Management Association, Similarly Philip katler has defined Marketing management as the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer values of management.


The combination of variables chosen by a firm to prepare its market offering is also called marketing mix. Thus, marketing mix is described as the set of marketing tools that a firm uses to pursue its marketing objectives in a target market.

Elements of marketing management


Product means goods or services or ‘anything of value,’ which is offered to the market for exchange. The concept of product relates to not only the physical product but also the benefits offered by it from customer’s view point (for example toothpaste is bought for whitening teeth, strengthening gums, etc). the concept of the product also includes the extended product or what is offered to the customers by way of after sales services handling complaints availability of spare parts etc. these aspects are very important, particularly in the marketing of consumer durable products (like Automobiles, refrigerators, etc.) the important product decisions include deciding about the features, quantity, packaging, labelling and branding of the products.

  • PRICE :

Price is the amount of money customers have to pay to obtain the product. In case of most of the products, level of price affects the level of their demand. The marketers have not only to decide about the objectives of price setting but to analyse the factors determining the price and fix a price for the firm’s products. Decisions have also to be taken in respect of discount to the customers, perceive the price to be in line with the value of the products.

  • PLACE :

place or physical distribution include activities that make firm’s products available to the target customers, providing support to the intermediaries (by way of discounts, promotional campaigns, etc). the intermediaries in turn keep inventory of the firm’s products, demonstrate them to potential buyers, negotiate price with buyers, close sales and also service the products after the sale. The other decision are as relative to managing inventory storage and warehousing and transportation of goods from the place it is produced to the place it is required by the buyers.


Promotion of products and services include activities that communicate availability, features, merits, etc. of the products to the target customers and persuade them to buy it. Most marketing organisation, undertake various promotional activities and spend substantial amount amount of money on the promotion of their goods through using number of tools such as advertising, personal selling and sales promotion techniques (like price discounts, free samples, etc.). a large number of decisions are to be taken in each of the are specified above. For example, in the respect of advertising it is important to decide about message


In marketing, product is a mixture of tangible and intangible attributes, which are capable of being exchange for a value, with ability to satisfy customers needs. Besides physical objects, we also includes services, idea, persons and places in the concept of product. Thus, product may be defined as anything that can be offered to a market to satisfy a want or need product mix is the combination of all the products offered for exchange by a company.

The important product decisions include about the features, quality, packaging, labelling and branding of the products.


  1. Brand Name : PAWISITIVE
  2. Tagline:  FUR, FINER, FINEST
  3. USP
  • First mover advantage
  • A huge platform for all services
  • User friendly
  • Single platform for all your dog’s need
  1. Services Available:
  • Veterinarians / hospitals
  • Food shops
  • Salons
  • Spas
  • Day boarding
  • Play area
  • Swimming pools
  • Shops for accessories, toys
  • Dogs sitters, trainee dog walkers
  • Party planners, bakers etc.


Dog is like a family member & hence it is not surprising that it needs as much care and attention as any other member of the family.

This service assists the pet parent to take better care of their furry friends. This service tries to fulfil all the possible needs of a dog. The appenables one to took for dogs, salons and groming spas, day care & boarding for dogs, play area as well as swimming pool ! it is  a single platform where by just one click you can look for anything relating to dogs. You can even shop for dog accessories furniture toys etc. with best in class services . you can also find dog sitters, dog walkers, trainers etc. plan you entire day with your buddy by selecting various different places to go and have fun.


  • One stop for all needs for dogs
  • Pick up and drop service available
  • Allows people to register for care taking, walking dogs etc.
  • One of its kind
  • Wide range of local and international products
  • User friendly application
  • Choose from a wide range of services


The process of giving a name or a sign or a symbol etc. to product is called branding.

Brand Name : the part of a brand, which can be spoken is called a brand name. it other words, brand name is the verbal component of a brand.

A tagline is a short memorable description that clearly communicates the brand message.


  1. The brand names should be short, easy to pronounce, spell, recognise and remember e.g, Ponds, VIP, Rin, Vim, etc.
  2. A brand should suggest the product’s benefits and qualities. It should be appropriate to the product’s function e.g, Rasika, geneel, promise, My fair lady and boost.
  3. A brand name should be distinctive.
  4. The brand name should be adaptable to packing or labelling requirements, to different advertising media and to different languages.
  5. The brand should be sufficiently versatile to accommodate new products, which are added to the product line e.g., maggie, colgate.
  6. It should be capable of being registered and protected legally.
  7. Chosen name should have staying power i.e., it should not get out of da


A Logo is a combination of tent and visual imaginary that serves two purposes. It tells people the name of the company and it creates a visual symbol that represents your business. Some loges have powerful symbolic associations connected to people’s memory.

A logo is important because :

  • Reveals your identity
  • Distinguishes you from the competition.
  • Facilitates brand loyalty
  • Can be everywhere
  • Invites new customers to get to know you.


No such mobile application has been launched till date that provides services to pamper and take care of the pet dogs. This will be a completely new product for the market, giving its users a very convenient option to take care of their pets with just a few clicks. This way, the product will gain the first movers advantage since its competitors haven’t yet been stablished in the market.


A first mover is a service or product that gains a competitive advantage by being the first to market with a product or service. Being first typically enables a company to establish strong brand recognition and customer loyalty before competitors enter the arena. Other advantages include additional time to perfect its product or service and setting the market price for the new item.

First movers in an industry are almost always followed by competitors that attempt to capitalize on the first mover’s success and gain market share. Most often, the first mover’s success and gain market share and a solid enough customer base that it maintains the majority of the market.


Packaging refers to the act of designing and producing the container or wrapper of a product. Levels of packaging. These are as below :


It refers to the product & immediate containers. In some cases, the primary package is kept till the consumer is ready to use the product (e.g., plastic packet for socks); whereas in other case, it is kept throughout the entire life of the product ( e.g., a toothpaste, tube, a match box, etc.).


It refers to additional layers of protection that are kept till the product is ready for use, e.g., a tube of shaving cream usually comes in a card board box when consumers start using the shaving cream, they will dispose of the box but retain the primary tube.


It refers to further packaging components necessary for storage, identification or transportation. For example a toothpaste manufacturer may send the goods to retailers in corrugated boxes containing 10, 20, or 100 units.


Display of information about a product on its container, packaging or the product itself is known as labelling. For several types of consumers and industrial products, the type and extent of information that must be imported by a label is governed by the relevant safety and shipping views :

Six qualities of a label design :

  • The Right Material
  • Colors that POP
  • Great Graphics
  • Super shape
  • Fabulous Finish
  • Readable, Eye-catching Fonts.


The distribution channel is a chain of business or intermediaries through which a good or service passes until it reaches the end consumers. It can include wholesaler, retailers, distribution and even the internet itself. Channels are broken into direct and indirect forms, with a “direct” channel allowing the consumer to buy the good from a wholesaler or retailer.


Money paid for the services such as fare for the transport service, premium for an insurance policy, and fee to a doctor for his medical advice represent the price of these services. Price may therefore be defined as the amount of money paid by a buyer (or received by a seller) in consideration of the purchase of a product or service.


  • Product cost :

This includes the cost of producing, distributing and selling the product. The cost sets the minimum level or the floor price at which the product may be sold. Generally all marketing firms strive to cover all their costs, at least in the long run. In addition, they aim at earning a margin of profit over and above the costs

  • The utility and demand :

While the product costs set the lower limits of the price, the utility provided by the product and the intensity of demand of the buyer set the upper limit of price, which a buyer would be prepared to pay. In fact the price must reflect the interest of both the parties to the transaction the buyer and the seller. The buyer may be ready to pay up to the point where the utility from the product is at least equal to the sacrifice made in term of the price paid.

  • Extent of competition in the market :

Between the lower limit and upper limit where would the price settle down ? this is affected by the nature and the degree of competition. The price will tend to reach the upper limit-in case there is lesser degree of competition, the price will tend to be set at the lowest level. Competitors prices and their anticipated reactions must be considered before fixing the price but the quality and the features of the competitive products must be examined carefully before fixing the price.

  • Government and legal regulations :   

In order to protect the interest of public against unfair practices in the field of price fixing, government can intervene and regulate the price of commodities. Government can declare a product as essential product and regulate its price.

  • Pricing objective :

Pricing objectives are another important factor affecting the fixation of the price of a product a service. Generally the objective is started to be maximise the profits. But there is a different in maximising profit in the short run and in the long run, if the firm decides to maximise profit in the short run, it would tend to change maximise price for its products.

Apart from profit maximinsation, the pricing objectives of a firm may include:

  1. Obtaining market share leadership : If a firm is to obtain larger share of the market ; it will keep the price of its products at lower the level so that greater number of people are attracted to purchase the products.
  2. Surviving in a competitive market : If a firm is facing difficulties in surviving in the market because of intense competition or introduction of a more efficient substitutes by a competitors, it may resort to discounting its products or running a promotion campaign to liquidate its stock.
  3. Attaining product quality leadership : In this case, normally higher prices are charged to cover high quality and high cost of researched development. Thus the price of a firm products and services is affected by the pricing objective of the firm.
  • Marketing method used :

Price fixation process is also affected by other elements of marketing such as distribution system, quality of salesmen employed, sales promotion efforts, the type of packaging product differention, credit facility and customer services provided.


Promotion refers to communication usage with twin objective of informing potential customers about a product and persuading them to buy it.


Promotion mix refers to combination of promotional tools used by an organisation to achieve its communication objectives.

Various tools of communication of promotional are used by the market to inform and persuade the customers about their firms product.

These include :

  • Advertising
  • Personal selling
  • Sales promotion
  • publicity


It is an impersonal form of communication which is paid for the marketers to promote some goods or services.


Personal selling involves oral presentation of message in the form of conversation with one or more prospective customer for the purpose of making sales.


Publicity is a non personal form of communication. It is a non paid form of communication.


Sales promotion refers to short term in untives, which are designed to encourage the buyers to make immediate purchase of a product or service.


  1. Branding at prime locations in the form of hoardings.
  2. Events at schools and colleges will be organised.
  3. Young celebrities endoresments.
  4. Online promotion techniques like social media promotions, google & YouTube Ads will be used to promote the visibility of the application and to increase the rate of its downloads.
  5. Promocodes will be available for new users which will allow them to avail few dog services for free, in the beginig.


  1. An adequate percentage of our profit will be donated to physically disabled people.
  2. Free grooming and healthcare services will be provided to street dogs.
  3. We will conduct campaigns in order to make people aware about the importance of taking care of dogs.
  4. Free packs of dog food will be distribution to feed the dogs those aren’t taken care of.
  5. Every year, in winters some of the street dogs will be given proper shelter to sleep.
  6. Every month. Free workshop will be conducted in residential areas to educate people about the food requirements, required nutrients and other daily needs of the dogs.


From this marketing research, I have understand the importance of marketing mix. I have learnt to take the decisions regarding the 4PS of making the following things too :

  • Gathering information and analysing the market
  • How to design a product
  • Branding, labelling and packaging of product
  • Pricing of product
  • Marketing and promotion of a product, etc.


This is to certify that of class —of—-school, has completed his project under my school supervision. He has taken proper care and shown utmost sincerity in the completion of this project. I certify that this project is upto my expectations and as per the guidelines issued by CBSE.


I would like to express my special thanks of gratitude to my teacher—well as our principle—who gave me the golden opportunity to do this wonderful project on the topic Marketing Managements which also helped me in doing a lot of research and I came to know about so many new things. I am really thankful to them.

Secondly I would also like to thank my parents and friends who helped me a lot in finalizing this project within the limited time frames.


  1. Teachers
  2. CBSE
  3. Books
  4. Family
  5. Internet
  • https : //www.economic
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About Nawaf Gantare

Nawaf, An Twentieth-something savvy Web Designer / Social Media Manager / SEO Strategist based In India. He is Passionate about Web Designing, Programming, And Web Security. He is currently learning Management Studies and is in the Second Year

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