A contemporary world essential Application

Marketing Strategies

Discussions

Executive Summary

Situation Analysis

Goal

Strategy

Tactics

Implementation

Performance evaluation

Exhibits

English may not be the most

spoken language in the world,

but it is the official language in a

large number of countries

English4U is an interactive

learning application aimed

at improving vocabulary,

enhancing writing skills by

reducing grammatical errors

and develop speaking skills

of it’s users. It is a platform

which enables everyone to

learn from the basics.

This app will be available to the users without

internet facility however with limited features. It will

be offered as both free and premium versions. The

premium version which is similar to an upgrade of

the free version will provide users with interesting

new features.

Situation

Analysis

Innovation and Technology

competence.

Multiple amenities through

single platform

Advance Advertising and

Promotion.

New to Market.

Lack of awareness and

importance of the app in a few

areas

Less internet knowledge in small

cities.

Global Availability and

Accessibility.

More lucrative premium plans

to attract customers.

Large customer base

Distinction between the existing

applications and the new one

Conversion rate of customers

from fee to premium

There is a strong competition between the already existing apps and the apps

newly entering the market. Hence, Points of Parity (PoP) and Points of

Difference (PoD) play a key role in the promotion of apps

Points of Parity Points of Difference

1. Structured way of teaching grammar from basics

1. Vocabulary and grammar lessons offered as a package

2. Vocabulary quizzes with increasing difficulty to enhance learning

2. It serves the purpose of dictionary as well

3. Basic analysis of the performance in the quizzes

3. Basic features of application which enable offline operation by users

What makes it stand out?English4U aims at the all-round development of an individual. The unique selling

point of this application would be it being the common platform for people

who are looking to improve their English in different spheres. It will be an

amazing avenue to master your communication skills as well as vocabulary

MARKET

OVERVIEW

Market Segmentation

The main objective is to design

a marketing mix that precisely

matches the expectations of

customers in the targeted

segment.English4U will mainly

segment the market on

the basis of –

1. Students

2. Corporate Employees

3. Teachers/Professors

4. Home makers etc …

The main challenge initially would

be to influence the customer

perception of the app/product and

make them believe that it is better

relative to other competing brands The aim of this app is to occupy a

clear image in the preceptor’s vision

avoiding any misconceptions caused

due to various factors

New Market Entry

This app initially be made available to the users

through Google Play Store which is an easy as

well as a huge avenue to effectively reach out

immense market base. Further, it would begin

to offer services through other gateways like

Apple AppStore, windows etc…

Market Trends and Analysis

• India has the highest population which in

turn would directly affect the high

internet usage

• The need for developing good grammar

and vocabulary has been continuously

growing since the past

• The increasing need could be justified

from the number of students interested

in going for higher studies and the

volume of people preferring corporate

sector for jobs.

• Hence we can conclude saying that the

app would have a good reception among

the customers

Targeting Customers

• The main targets for this product are the students and

the corporate employees. Also, the app being a

common platform to varied facilities it is certain that it

would receive a good welcome from all it’s users

• The effective technical analysis in the premium version

would be better than many other applications which

would also suggest the path of progression to the

customers

• However, there is this necessity to portray the correct

image of our intentions to the customers through

various channels of publicity and PR

The 5 C’s of Marketing Strategy

CompanyCollaborationCustomer

ValueContextCompetitions

The aim of English4U is to provide everyone with an easy

learning forum and expertise in English speaking and writing.

At the same time, it should be kept in mind that the

customer value is the most important factor for the product

marketing. It should also be made sure that the Customer

Perceived Value for the premium version doesn’t fall below an

optima. Conducting regular surveys regarding the application

and collecting the feedback from the customers would be of

great help not only in improving the product but also making

the customers feel their suggestions being valued.

The key collaborators for this product would be a few educational institutions and emerging companies in corporate sector could also be targeted

The product if marketed according to the devised strategy would earn profits to its owners

Being a new application, there would be

many other apps with similar functions

available on same or different platforms

like Play Store, App Store etc… Hence

marketing should focus on the Unique

selling points of the product

The rating of people who use the application would further promote the product to new customers. Hence it is important

to ensure that there would be a tremendous improvement and immense comfort in the learning through the app.

Customer Perceived Value

Customer Value Proposition

The actions taken by the firm shouldultimately lead to the comfort of thecustomers. This app would provideseveral provisions that can beaccessed without internet whichattracts many customers. At thesame time, it should also be madesure that the company doesn’t giveaway too much for just nothing.

Tactics

New Product entry

Unique Selling Points

The application needs to market it’s unique

offerings like a common platform being

made available to people where everyone

can enhance their speaking skills. It needs to

concentrate on the offering that it makes in

the free version which has more features

than many other competitors of it.

This application provides the following services –• Dictionary• Basic Grammar lessons• Vocabulary quizzes• Basic performance assessment• Operation without advertisements• Advanced search information about

a particular word• Advanced quizzes and assessment• Correction of grammar

• The free version of the app will provide the facilities like – Dictionary, basic grammar, vocabulary quiz and simple assessment

• However, the advanced version involves unique features like –correction of grammar in the entered text, advanced learning lessons, tests and assessment. It also would contain an online forum to facilitate interaction and enhance learning experience

• The price proposed would be around $3. Since most of the applications have the price ranges from $2 to $8, not all of them have the features that are being provided by English4U. Hence, this would be the cheapest affordable and best serving app to the customers

INCENTIVES

• The incentives to be given to the

customers can be in the form of

additional features being added to their

free version or reduction of price to

purchase premium version

• However, incentives can be in the form of

wallet money using which customers can

buy products in the outlets of it’s

collaborators

There are numerous ways of communication in order

to reach out for all the targeted market segments. Most

common among them are –

• Featuring E-mails

• Promotion through online Social media groups

• Using promotional videos

• Newspaper advertisements

• Websites/ Blog posts

• App Sharing benefits to the users

Company InfrastructureAs this product is newly enteringthe market, it is essential that thefirm hires the experiencedprofessionals who can implementprogressive and creative strategiesfor better profits

Process

• The main aim of this app is to provide a basic and friendly English learning atmosphere to all of its users

• The major contributions in the investments would be most likely from it’s collaborators which would either be educational institutions or corporate sector companies

• This would start off as a free app available in Google play store initially and late would be made available on various other platforms

• Incentives would be given away for the acts of promotion, rating, survey participation etc…

• The higher the conversion from free to premium users, higher would be the profits

• The final phase of the app would be the evaluation of effectiveness of the app which can be measured in different ways

• A few of them being – total number of downloads of the app; the net conversion rate of users from free to premium customers

• Create and maintain a website exclusively for the app

• Make a product video to increase publicity

• Maintain a team to publicize the app though the social networking media

• Google Advertisements• Relevant Icon to the app

Executive Summary Situation Analysis Targets and Goals Strategy Tactics Implementation Performance evaluation Exhibits

Presented by Smaran Raj Bachu (IIT Madras)

as a part of marketing management internship

under the guidance of Prof. Sameer Mathur,

IIM Lucknow.