UPAHAAR

The new Gen Android App

Marketing plan for Android App

UPAHAAR

Executive Summary

‘UPAHAAR’ is a proposed new generation one stop Android App that helps consumers to find the best gift for the near and dear ones owing to their likes/dislikes, interests/disinterests. It is set to cater the needs of largely the urban population with access to internet.

The App will focus on getting the info from the leading social Networking Sites before purchasing the gift and lead to e-commerce websites comparing the products price and offers all at one stop.

Situational Analysis

1. Market overview2. Company overview3. Target customers

Market Overview Market Demographics Market Needs Market Entry Market Trends Market Growth

Demographics

By 2014 India emerged as the third

largest online market with more

than 375Million internet users,

even with the largest internet

company owned online being

Flipkart, an e-commerce site with

2.5 B$ revenue and over 303

Million internet users over mobile.

Market NeedsIt is a very potential market as the sector has witnessed tremendous growth and is grow more, In such as situation launching this new gen app is the right thing that caters to the market needs with the interests in favor to all be it the e-commerce websites by increasing their sales , the consumers looking for the right gift, or for the company itself in general by leading to its growth and progress.

Market EntryThe app will enter the market by launching

itself on the Google Play store but apartfrom these there are other App stores

on the online market to launch it->GetJar >SlideMe>Opera Mobile Store>AppsLib >Amazon Appstore>AppBrain

Market TrendsIn India the retail e-commerce sales has grown up tremendously from 2.3 to 17.5 in Billion U.S. Dollars over the past year. Even the number of digital buyers are expected to reach 41 million representing about 27% of the total Internet users. Thus the trends are so favorable with the launch of the App as this e-commerce sector is booming.

Market Growth

This sector is underdrastic changes over the past

few years with a global market of 33% as in 2015 and is expected to grow further

to 37% by 2018 only and undoubtedly Asia Pacific region is becoming the leader of the e-commerce in such a situation the market is

expected to grow and thus lead to the growth and profit of our App UPAHAAR.

Company overview

>> SWOT Analysis>> Service/Product Offering

>> Competition>> Key Success factors

Unique conceptHigh valueOne stop for purchasing giftsConnection with consumersLinks the e-commerce sites

New in MarketNo market shareLimited experience of customersSmall distribution networkNeed a high-tech work force

Market is very big and attractive.Acquiring new technology and techniques.Ability to collaborate with major e-commerce sitesIncrease the distribution channel

Stealing of Idea by new potential competitors.Retaining consumersConsent from e-commerce sites to collaborateAbility to reach the new consumers

SWOT Analysis

Strengths Weakness

Opportunity Threats

Product/Service OfferingThe product/App promises to deliver the right and the desired gift for their near and dear ones with the strategic comparison of the offers and prices available upon the various shopping

sites by providing one stop destination for the shoppers abode online and helps creating a new dimension to social-networking.

Competition(At present there are not much competitors or rather none with the same idea. But there exists a strong threat of other competitors entering this field.)

Points of Parity Points of Difference1. Helps to choose Gifts.2. Uses info put by various users by answering few questions that help to decide the right gift.3. Asks to login through Facebook and uses its info to choose gifts.

1.More person specific2. Acquires the info on other social networking sites too such as Instagram, Hike and Tinder.3. The App will also direct to various e-commerce sites with the right deals to help the user buy the gift at the same place.

Key Success factorsThe key factors that can lead strategically to the growth and success of the company eventually are the core features that the app offers at the very first place to its core consumers that involves choosing the right gift with just linking the information from various social-networking sites where people put up their likes and dislikes and at the same time compare the products at different e-commerce sites.

Target customersThe customers are segmented and targeted upon the their internet usage purposes and means. Of the total 375 million users of internet, 303 of those are mobile internet users, which the company looks forward to target upon. When around 12% and 17% of times people use their smart phones for online shopping and for socializing respectively the App claims to position both of the segments in a much sought after way.

Company’s

Goal

The company’s goal is to create a new experience for shopping and thus establishing the novel socio networking platform where people could connect on basis of their likes/dislikes, interests and disinterests.

The company’s primarily objective lies in positioning the Indian e-commerce market and capture its large market share in an entirely different manner that is in interests of all and help the company to earn profits.

OVERALL STRATEGY

Target market Customers Collaborator Company Competitor Context

CustomerClearly the company’s target/potential consumers will be the population of mobile internet users who are active section of the e-commerce sites products purchasers. And the strategy would be to make the app in their reach and make them aware of the awesome App features.

CollaboratorThe key collaborator will be e-commerce sites and the strategy here would be to gift the customer with the differences in offers and prices that each of them provides.

CompetitorThe strategy largely involves to look about or the potential competitors eventually as there is huge scope of new entry of products with the same features and exhibits. Although initially for the different Apps present in the play store that help to find the presents such as ‘gifts’, ‘presents for all’ the company will surely aim to target the drawbacks in their offerings and study their reviews and app ratings.

CompanyCreating the high tech app with the right advertising and brand value. The target in this regard would be to create a high tech background with the right personnel in the same field, apart from this company targets top form the right marketing end to help for sales campaign trade, consumer sales promotion and public relations efforts.

ContextOwing to the relevance of right economic, technological, socio-cultural, regulatory and physical context the company offers the right dimension to each of it in its pure context of company’s benefits and growth.

Company’s

Value Proposition1. Customer value2. Collaborator value3. Company value

Customer valueThe major demands to be fulfilled by the offering involves creating a new platform/brand for the online shopping and bring about a whole new dimension to social-networking.

Collaborator ValueRight after the launching of App, the main collaborators would be the e-commerce sites where the consumers would be directed and it would in doubt help in the growth of the revenues of the sector over time as this app will ultimately lead to them for purchasing the product.

Company value-The company’s value is to create a new experience for shopping and thus establishing the novel socio networking platform where people could connect on basis of their likes/dislikes, interests and disinterests and thus generate profits.

Tactics1. Product2. Service3. Brand4. Price5. Incentives6. Communication7. Distribution

ProductThe key attribute and benefit is owing to the psychological needs of the consumers who actually face problems in finding the right gift.

ServiceConvenience apps can give marketers a great return on investment, in return of providing the service to the consumer. It can strengthen relationships with the core customers. Also, large customer bases have an inherent advantage in using the apps to drive retention and engagement, and the company could build more and more convenience into the app for offering better service value to consumers.

This new Gen App without any doubt would create a benchmark in the social world and establish its name and value for connecting people in an unique way and help the choosing just the right gift.

Pricing-

i. Free Versionii.Premium Version

The free version of the app will help to find the gift using a broader classification of likes and dislikes but it won't be person specific. But the 'premium' version would look for the likes, dislikes, and interests of the person more critically and come up with the right decision. The Premium cost will be charged on each purchase and would be 2% of the gift cost that the consumer buys using the app. The premium account is activated on basis of crossing a threshold of number of searches for gifts and now the consumer needs to pay just a minimal amount of money only 2% of thegift cost.

The incentives that the product offers are manifold. Looking for the sight of consumers who meet their solution of finding the right present, as well as finding the right offer of it out of all the available options. For the distributors it benefits too as the purchasing of gift will ultimately lead to increase in their sales and add up to their revenue.

Of the myriad of ways of communicating with the consumers, which includes launching demo videos, featuring e-mails, featuring on mobile app featuring sites, going for the version of app store optimization, winning the app awards, all are part of the company’s sought after tactics.

DISTRIBUTIONThe manner in which the key aspect of the offering are delivered to the target customers is through the App downloaded from the Google play store or to other app stores, feature itself of choosing the right distributor for the chosen product and thus the delivery of goods is done through the specified channel.

Defining the Offer’s Implementation Plan

InfrastructureThe company largely involves employing candidates from high tech background and those who can bring about necessary changes and required updates in the working of the App as it requires constant link from both the social networking sites as well as e-commerce sites.

Specific Key Activities• Creation of high tech app•Link with the new social networking sites•Creation of one platform of product from all the major e-commerce sites.•Promotion and awareness of the app with an effective cost-effective promotion strategy•Check out for marketing situation by working upon surveys.•Ability to reach out to consumers with the benefits of premium product over the free one.

Schedule/ Action PlanThe following action plan should be implemented to help for marketing strategy, consumer sales promotion and public relations-

• Launch of the app that serves the right purpose.•Initiate a small budget to start the sales promotion campaign to educate dealers and consumers and generate excitement for the App launch•Start of an integrated print/displays/television campaigns•As the advertisement program continues we can add consumer sales promotion by sending them constant e-mails and work upon the feedbacks.

Controls..The metrics used to measure the company's performance and monitor the environment in which the company operates.

Performance EvaluationA major criteria for evaluating company’s performance would be surely to monitor the number of App downloads and the sincere study of the reviews that consumers submit at the Google play store. Apart from this looking upon the difference in the premium product users and those still using it for free is a significant measure too apart from studying the feedback received from the consumers using the App.

EliminatingDifficulties & Risks

This is an important part of our marketing plan as the company looks upon the valid threats, difficulties and risks that it might face in the near time. Some of them being-What if company is unable to reach the right/target consumers?What if people just use the free version and don’t go for the premium update?What if it is unable to sync data from the other sites as descried in executive summary?What if competitors steal our idea and launch the same product?

EXHIBITS…

Create An Eye Catching App Icon.

Build A Great App Landing Page with Great screenshots and demo video.

Get Featured On Mobile App Review Sites

Join Developers & Entrepreneurs Groups on Social Media to increase your visibility on social media groups & communities, especially LinkedIn, Google+ and Facebook, to become better known among entrepreneurs & app developers go.

Getting the app featured offers long-term benefits such asexposure, targeted traffic, powerful link-building, rating & reviews.Feature the App in Emails and capitalize by incorporating the app links into newsletters, customer service emails and also use it in email signatures including details such as what can be accomplished through the app and a link redirecting towards the download page.

In addition to including the app on the website, include it in the regularly scheduled blog post is another promotion strategy.

Take app promotion one step deeper by having the app promote itself as customers will make endless discoveries as they explore the app.

RECAPITULATION…..

Discussion of Executive Summary Completing the Situational Analysis in reference to company and market overview, and target customers. Identifying the company’s goal by discussing its focus. Discussing the Overall strategy used by the company. Outlining the key aspects of the offer's marketing mix. Defining the offering's implementation plan. Identifying the metrics used to measure the growth.

Sources: Textbook on Marketing Management by Philip Kotlers Journal of Marketing Google Play store (for analyzing the potential competitors) Various HBR articles on Marketing Plan www.wikipedia.com for various stats http://www.statista.com/ for different stats on internet users and online shoppers. www.google.com/images for the various background images.

Sameer MathurIIM Lucknow

Marketing Professor 2013-Present

McGillMarketing Professor 2009-2013

Carnegie MellonPh.D. and M.S. (Marketing) 2003 - 2009

Made By - Shoham TeberiwalUndergraduate student at IIT BombaySummer Intern under Prof. Sameer Mathur

Thank You !!