Introduction
It is important to note that the modern lifestyle is constantly accelerating, and the given pace makes it challenging for working individuals to properly schedule their key activities by taking into consideration the fact that time is a highly valuable and irreplaceable resource. In other words, scheduling is among the most essential and critical aspects of one’s productivity and performance, but the problem lies in the notion that it is fairly difficult to keep track of all appointments and important events. Therefore, the proposed product, the EZ-Schedule planning mobile application, will an invaluable tool for many working individuals, especially for those who have to balance their time between their families and work.
The latter two spheres of life are of paramount importance for family-oriented working people in their 30s to 50s because one needs to be able to fit the events of both in one’s schedule with proper prioritization without hurting family relationships and job responsibilities. Therefore, EZ-Schedule will be an outstanding instrument, which is equipped with highly sophisticated assistant AI with capabilities in GPS tracking, scheduling, notifying, and proceeding with preplanned payments.
Product
In order to properly assess and analyze the proposed mobile app, it is important to integrate proper and plausible marketing concepts, which is the product concept. It is stated that “the product concept is the opposite of the production concept in that it assumes that availability and price don’t have a role in customer buying habits and that people generally prefer quality, innovation, and performance over low cost” (Wilson, 2020, para. 5).
In other words, the primary focus is mainly made on product innovation and improvement in a continuous fashion, where customers’ most valued element of marketing is the product itself, instead of production or selling aspects. Therefore, in regards to the EZ-Schedule planning mobile application, the customer base is acquired, expanded, and retained by constant improvement of the product’s quality, where the marketing strategy and its objectives are centered around attracting consumers through the app’s inherent advantages and utilities.
Customer Value-Product
Branding is defined as a name, term sign, symbol, design, or combination that identifies a product or service of a seller or group sellers that differentiate them from those of competitors (Pearson 2020). EZ-Schedule positioning statement identifies our product and clearly states why customers should choose the product above the competition. The EZ Schedule positing statement is as follows: Introducing EZ-Schedule planning mobile application. The perfect solution for the present-day busy business world, providing family professionals the opportunity better organizes their lives by making appointments, setting reminders, and saving notes.
We at EZ-Schedule understand that time spent with family is far too important to sacrifice. Let us organize your professional life to spend more time in your personal life with your loved ones. Our virtual assistant Techo Tina is waiting to make your life easier. Download our app and enjoy your life.
A target market is defined as a set of buyers who share common needs or characteristics that a company decides to serve (Pearson 2020). EZ-Schedule plans to target the working professional with families. These families live in the United States within business districts. EZ Schedule provides a way for customers to stay organized while saving time and money. The advertising will focus on ages 30-50 who have busy work schedules and must balance the work and life schedule.
FAB analysis
The FAB analysis is a process that describes how the features, attribute, and benefits of a product or service help in differentiating the product or service within the market. Table 1 will assist in analyzing the key features and attributes of the EZ-Scheduling app.
Table 1: FAB analysis.
As mentioned in prior paragraphs, our target customer for the app is family-oriented, working professionals aged between 30-50 years. A mother of two daughters, who have booked an appointment with a dentist, suddenly knows about her daughter’s school’s annual day function. She also learned that her daughter is going to be performing in that function for the first time. With the help of the EZ-Schedule app’s rescheduling feature, she can quickly reschedule the appointment for another day and make lifetime memories with her daughter.
Packaging
According to Armstrong (2017), packaging is a process of enclosing or protecting a product by designing and producing the wrapper to distribute, store, sell, and use. It is also a tool that marketers use to encourage potential customers and helps in information transmission. Our product will also be available on a compact disk, which will help install the app on a laptop or desktop. The outer cover will be square-shaped, plastic material covering. We choose dark blue color for our product’s packaging because it is associated with depth, expertise, and stability (Color Wheel Pro, 2015). The logo will be in the form of a small calendar with the word EZ written on it.
The logo will be placed in the top left corner of the cover, and the name of the product will be written in the center of the square plastic cover in bold letters because bold letters tend to attract customers’ eyes. The product’s name will be written with white color, which will pop out on the dark blue background. Our product’s tag line is “Plan Smartly,” which will be placed right below the product’s name to flow with the customer’s eyes.
Conclusion
In conclusion, the proposed product is EZ-Schedule planning mobile application, which aims to help family-oriented working individuals between ages between 30 and 50 to be able to properly allocate their most valuable resources, which time. The central idea revolves around the fact the scheduling one’s work-related activities alongside family-related events can be highly challenging, and thus, the app will assist the target customers by offering a highly sophisticated assistant AI scheduler. It will function as a reminder, preplanned transaction operator, GPS location tracker as well as deals and emails manager.
The core marketing measure will primarily focus on utilizing product-based marketing, which emphasizes the importance of the product itself as the main attractor of new customers and retainer of the existing ones. In other words, the overall marketing efforts and strategy will be based on continuously and gradually improving the application in order for to be highly useful and functional. Therefore, the efforts will be directed towards perfecting the EZ-Schedule by eliminating any potential negative aspects, such as bugs or errors.
In regards to FAB analysis, the core features are assistant Tina, integration, deals manager, live GPS location tracker, automatic reminders and emails, and billing information and payment assistance. In the case of the packaging, the main format will be based on compact disks with an outer dark blue cover, and the logo will be a small calendar.
References
Armstrong, G., Kotler, P. (2018). Marketing an Introduction (14th ed.). Hoboken NJ, Pearson.
Color Wheel Pro – See Color Theory in Action. (2015). Color Meaning. Web.
Wilson, M. (2020). The five marketing concepts. Avalaunch Media. Web.