UrbanBaby is a recently developed smartphone application (program) that enables users to address the difficult job of locating activities, eateries and other types of amusement for newborns to young teens. A number of issues must be dealt with if it is going to be rewarding. First, the creators, Pavel and Alex of the app, are uncertain if there are several other target markets that may be interested, or how to characterize parents, the big potential target market.
As the success of the program depends upon the cultivation of a powerful online community that will give content, this is critical. Second, they have to locate an honest source of information to populate the app. Eventually, they have a number of strategic marketing options to prioritize and to make, including risk the ire of similarly called opponents and whether to keep the UrbanBaby brand name, the way to price the app, promote and how to place the program and the way to time the rollout. How these first selections will impact following strategic and tactical decisions is, in addition, an issue of matter.
PUBLICATION DATE: November 06, 2012 PRODUCT #: W12306-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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