Marketing Plan For A New Android App App Name- SecureInternet Tag Line - Your Security-Our Top Priority

Brief Overview of the Situation

Company’s ProductCompany’s GoalProposed Course of Action

Without a Virtual Private Network(VPN);

Third parties can see your internet traffic.

And you can become vulnerable to cyber-

Crime & snooping, especially if you use

Public Wi-Fi.

Use SecureInternet to stay anonymous

Online & keep everyone else out of your

Personal Affairs.

Company’s ProductThe product is an Android

App for smartphones & can

Work on all your devices

such as: Windows, iPhone,

iOS, Mac, Linux, Router etc.

It encapsulates all your

internet traffic in an

encrypted tunnel that

protects it from attackers.

Company’s Goal: To Make Internet Secure For Everyone

Proposed Course of Action

Promote App (free version) among maximum number of potential customers so as to generate heavy internet traffic.

Induce free App users to update to premium version so as to generate maximum Revenue.

Company Overview

Market Overview

Target Customers

Situation Analysis

Company Overview

Market Overview

Target Customers

Company OverviewBoth free & premium versions.

To provide fastest VPN on Earth with an

instant setup, ultra secure & easy to use.

Provide a secure tunnel between your computer

and the internet, allowing you to surf the web anonymously from wherever you want.

Without SecureInternet With SecureInternet

Strategic Asset

Focus on Collaborations so as to stretch the boundaries of the organization by opening new opportunities for learning.

Focus on online campaigns that help in developing strong relationships with the customer base.

In-App advertisements that will generate revenue.

Market OverviewAvailable on Google Play StoreSuitable for Business as well as Personal

useNot much Competition !!High Potential Growth for this type of App

We serve people of all kinds, all age

brackets especially those who use Public Wi-Fi extensively on the go.

Competitors For The SecureInternet App:

SecureInternet will be positioned as the favourite destination for

College Students & Young Professionals in the age group of 18-40;

who are looking to browse freely from Public Wi-Fi Hotspots with

the comfort that you can’t be tracked or monitored by prying eyes.

The App hopes to garner a respectable market share in the highly

competitive online App industry.

OpportunitiesVery often these days; Cases of online fraud such as Stealing of Login Credentials, Passwords, Credit Card Details etc. have become common.

As a result, a lot of insecurity & concern have been generated in this area.

Opportunity to Exploit the Situation & become a Market Leader.

Threats

• Continous Innovation & Upgradation

required

• Availability of other Alternatives & Similar Category Apps

• New Competitors

• New to Market

Thus; it is quite clear that this app is primarily for college-going students & young Professionals who use Public Wi-Fi extensively on the go.

Target Customers

s--FreeVersion

6 Months - 2,00,0001 YR - 5,00,0002 YR - 10,00,000

--Premium Micro

2% Conversion Rate

--Premium Macro 1% Conversion Rate

Strategy

User Friendly & Innovative Technology with Excellent features & Best Privacy Options.To Protect not only his Web Browser but also his Emails,Skype Conversations, Online Banking, Login Credentials etc. from getting exposed to a Untrusted Third Party such as Hackers & Thieves.

Customer Wants

Sophisticated programs and systems that don’t let their personal, private information be compromised by leaky internet connections or by using public internet access.

An unlimited bandwidth with which they can do video chat with their friends & family without waiting for videos to buffer.

An Incentive or certain Gift Cards that help them feel Elite.

Distinguishing Characteristics of Customers

Use Smartphones regularly & do a lot of extensive Web Surfing via Public Wi-Fi hotspots.

Eager to absorb new knowledge.

Have strong opinions on a multitude of issues.

Are enterprising & information-hungry.

Collaborators include:

SuppliersChannel

Members

Communication Partners

Suppliers: An OpenVPN server. OpenVPN is an open source software application that implements VPN techniques for creating secure point-to-point or site-to-site connections in routed or bridged configurations and remote access facilities.

These are the things you will need in order to successfully create a VPN:

1) An Ubuntu Linux Server. If you do not have a Linux Server.

2) Port forwarding skills.

3) A domain name attached to your server.

Channel Members

1. Mobile Organic Search: Responsive websites that auto-detect the visitor’s device and tailor the content accordingly, Mobile search data segment in Google Webmasters tools .

2. Google Keyword Tool that allows for mobile device segmentation which can provide keyword research insights .

3. Mobile App Stores: Google Play Store, Apple App Store, Nokia’s Ovi Store, Windows Phone Marketplace, Amazon’s forthcoming Android App Store and many more.

Communication Partners:

•Social media sites like Facebook, Twitter, Instagram, LinkedIn, Whatsapp via which the content of the app will be consumed

• Brands/companies who’ll sponsor the app or advertise their products/services through display ads, sponsored posts and advertorials on the app

s Company’s Strategic Business Unit:

1. App Development team: Coders, developers, software engineers

2. Content Creation team: Editors, writers, curators, compilers

3. Content Collection team: Surveyors, on-field reporters, sourcers

4. Business Development team: Growth hackers, strategists, negotiators, networkers,

planners.

5. Marketing team: Promotions, communications and distribution team

6. Data Analysis team: Analysts, statisticians, online trends trackers

7. Finance and Accountancy team

8. Public Relations team: Employee relations and Investor relations team

9. Customer team: Customer care department, CRM team

Key Stakeholders are:1)Suppliers

2)Investors

3)Customers

4)Employees

5)Marketer & Strategists

6)Communication Partners

Like other Network Security Apps; this app also creates a secure tunnel between two or more devices to prevent any leakage of confidential data.

Value for Money.

Worldwide Presence-145 VPN server locations in 94 countries.

Easy setup with one-click install available for all your devices. No Tech skills required.

App’s Point of Differences(POD)

It uses high strength 256-bit encryption to protect your data from prying eyes.

It provides unlimited bandwidth with which you can do video chat with your friends & family without waiting for videos to buffer.

VPN Split Tunneling: It allows you to route some of your device traffic through a VPN while letting the rest directly access the internet.

Economic Context:

Digital content industry growing at a fast pace; expected to reach INR 20 billion by 2020 with digital ad spend expected to grow at 23- 28%

The Internet related contribution to GDP at present is an encouraging 3.2%

Technological Context:

There are 167 million Smartphone users and 352 million Internet subscribers as of 2015

By 2017, India will have more than 250 million smartphones

Inexpensive Smartphones and rollout of 3G and 4G broadband infrastructure are rapidly coming together to democratise online access

Socio-Cultural Context:

Content consumption patterns have changed-People are increasingly using their Smartphones during breakfast, lunch, commute, work and dinner as well, deepening digital content penetration.

Rural consumers are gaining access to low-cost Smartphones and low rates of data-plans, broadening the industry’s target segment.

Positioning Strategy

Tactics

Free Features of SecureInternet:1)Content from anywhere: Watch, Listen, stream & enjoy content from censored & blocked Websites around the world; even while travelling.

2)24/7 live chat support to help you with setup & troubleshooting.

3)IP address masking: No need to reveal your true IP address & location; change your IP Address through one of SecureInternet’s secure VPN servers.

4)Anonymous browsing online.

5)Active Blog: Security tips, digital freedom & internet privacy news from around the world.Stay informed with the official blog of SecureInternet.

Premium Features of SecureInternet Premium Features of SecureInternet:

1)145-Server Locations: Choose from 145 VPN server locations in 94 countries all over the world with unlimited server switches.

2) Speed Test: Speed up SecureInternet with the built-in Speed Test feature.Choose the fastest VPN server location for your Network.

3) VPN Split Tunneling: It allows you to route some of your device traffic through a VPN while Letting the rest directly access the internet

Name-SecureInternet TagLine- Your Security-

Our Top Priority

SecureInternet provides methods to add s security and privacy to private and public

public networks, like Wi-Fi Hotspots and the Internet. 

Secures Remote Access for users an anywhere, anytime, easy

setup, ease of use & affordable for widespread use.

Freemium pricing strategy will be adopted, in which the app itself will be free, but with in-app purchase opportunities/upgrades. The premium version of the app will be priced at $15 per month. Reason behind thisbeing,the major target customers for this app are the earning youngprofessionals who won’t mind to pay this amount as this app possesses the capability of immunizing them from any sort of online fraud .Also, even if some users become reluctant to upgrade due to the high price, it won't affect the app's popularity or its customer base as it'll still get the same number of visits. So, customer retention won't be affected.

Step 1: Sign up for SecureInternet

Step 2: Refer your friends.

Step 3: They sign up for SecureInternet

Step 4: You & Your friend each get 30 days free!

Incentives For The Customers

So Basically

Social Sites: Facebook,

Whatsapp,LinkedIn,

Instagram

Through Blogs

Promotional Videos on YouTube

Google Ads Print Media Featuring E-Mails

Full Featured Company Website

Google Play Store

Apple’s App Store

Windows’ App Store

Recommended Website

Initial Promotion Steps Assuming You Have Zero BudgetReach out to influencers (Blogs and industry experts) that are interested in your app and ask them to share your app on social media or their blog. Send mail one by one with personalized pitches.

Reach out to app review website(or blogs) and ask them to review your app. Send mail one by one with personalized pitches.

App Store Optimization can be a great way to improve your app downloads for free.

Submit your app in high quality directories and app downloads site.

Have a great pre-launch marketing strategy. First 7 days are really important for your app.

Create social media profiles for your app and share quality content on your related to your industry and app category.

Interact with people on twitter who are talking about your similar apps or category of apps.

• Slides 02-051.Executive Summary

• Slides 06-182.Situation Analysis

• Slides 19-203.Goal

• Slides 21-434.Strategy

• Slides 44-575.Tactics

• Slides 58-656.Implementation

This presentation is prepared by Raman Preet Singh Khera, Student of Delhi Technological University, DTU , Delhi during a Marketing Management Internship under the guidance of Prof. Sameer Mathur of IIM Lucknow.