Marketing Plan for Mobile App
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Transcript of Marketing Plan for Mobile App
Flawless! The Mobile App
Love their lip color and the glow….
Wanna try that on yourself?....…..but those expensive salons
and beauty professionals
Fret not women….here comes
Flawless!
“YOUR VIRTUAL MAKEUP ARTIST”
Flawless! is your very own real time makeover app where the camera becomes your mirror. With this app, you can try out all the latest looks without ever stepping foot in the salon! From prepping your skin to applying makeup; eye shadows to lipsticks, this app allows you to check how different beauty products look on your skin.
Other Features
Still confused ??.....The app also provides a plethora of Beauty Tips* from noted professionals, experts and your favorite celebs….ALL ON YOUR PHONE!!
* - subscribe for the paid Premium packs
How to use the app?
Experience real time feed with your front camera, click a picture of yourself or choose a photo from your phone’s gallery. Then, pick and experiment with your favourite makeup products from our huge database. Once you have found or created the perfect look, save it to your gallery and share with your friends!
Now that we have a product idea….we need to make it to serve the RIGHT
CUSTOMERS
…….and earn revenue, of course
So, we need a MARKETING PLAN starting with…
Market Analysis
Smartphone – The Ideal Platform
For new business
Smartphone – The Ideal Platform#1 Mobile Apps Offer Better PersonalizationPersonalization is about offering tailored communication to users based on their interests, location, usage behaviour, and more.#2 Ease of Sending NotificationsInclude push and in-app notifications. They both are exciting alternatives for communicating with app users in a less intrusive manner.#3 Making Use of Mobile Device FeaturesMobile apps have the advantage of utilizing features of a mobile device like camera, contact list, GPS, phone calls, accelerometer, compass, etc.#4 Ability to Work OfflineEven though mobile websites can use caching to load web pages without an internet connection, they can only offer limited functions.
#5 Freedom in DesigningEven with all the technological advancements in web designing, mobile websites have to rely a lot on browsers to perform even the most elementary functions. Mobile websites depend on browser features like ‘back button,’ ‘refresh button,’ and ‘address bar’ to work. A mobile app can be designed with a lot of elaborate functions, based on advanced gestures like ‘tap,’ ‘swipe,’ ‘drag,’ ‘pinch,’ ‘hold,’ and more.#6 Users Spend More Time on AppsMobile users spend 86% of their time on mobile apps and just 14% of the time on mobile websites.
Smartphone User Base
Overtaking the competitor - Desktops
ALERT!There is a
market within this market…
iOS and Android
Despite Google Play’s(Android) statistical edge, it is profitable to launch the app on both the platforms to reach as many users as possible.
Relying on only one of them won’t do the trick…
versus
TargetCustomers
The app is aimed towards the female population from the following divisions.
- Teenagers- College-goers - Beauty fanatics (25-30) i.e. need tips ANYTIME
AppOfferings
The app will be launched as a free trial version for a limited period providing virtual beauty simulator with limited product database.
After trial expires, users will have an option to subscribe to a paid premium version for extended functionality.
PREMIUM VERSION
- Provides access to dedicated articles, blogs and additional inputs(interview channel) from noted professionals and fashion icons.- Full product database covering every existing and newly launched item in the market.
Competition Analysis
Existing competition is composed of BRANDEDand UNBRANDED apps
Points-Of-Parity1. Beauty-centric content.2. Provide database of products
in the market.3. Also offer free-trial and
premium version model4. Similar target consumer
groups.
Points-Of-Difference
- The app offers photo-based simulation which helps customers decide which beauty products suit their skin and look. - Also the app aims to offer users with exclusive content via collaborations with noted INFLUENCERS.
“This is not just another text-based app”
How to create the BUZZ?
The Pre-launchFirst impression
matters
Pre-LaunchAPP WEBSITE
provide information about the app, its purpose, features and
other benefits. The website can also provide direct links to
other resources online. www.beflawless.com
Pre-LaunchE-MAIL
A SignUp promotion on the app website is ideal.
Later, sending personalized, interactive and informative emails to customers from the SignUp promotion
for better user engagement.
Pre-LaunchYouTube Channel
(with directions to app website)Probably the best place to find your ‘First’ and other users.
Post Live App Demos to give users better knowledge about its working.
Build collaborations with other popular channels for app promotion and increased visibility.
Use YouTube’s free analytics tools to discover more about app popularity, viewer reactions and impressions.
Pre-LaunchYouTube Ads
(short, crisp and gripping ads)“doesn’t even cost a penny”
Pre-LaunchSocial Media
Another cheap medium to promote and make the app visible to the
target masses.
A possible revenue source based on
popularity and hosting platform’s policies.
Also contributes to WORD-OF-MOUTH
strategies.
Pre-LaunchWord-of-mouth
Crucial for getting our ‘first’ customers.
You must use this app called Flawless!!
Pre-LaunchCollaborations with Influencers and
Events
Pre-LaunchOffline Campaigning
Beauty Pageants
College Fests
Use free analytics tools to discover more about app popularity, viewer reactions and
impressions.
How to track the BUZZ we’ve created?
POST-LAUNCH PHASEMarketing after app launch is like the
AFTER-SALES service.Its important to avoid losing focus on customer retention and engagement.
Building customer loyalty early on goes a long way. BETA TESTING
It is the test of a product by actual users in real life situations. It is the most accurate way to understand how interested users
are in the actual product and its features. Not all features may be desirable to the
consumer. In addition, it is vital to use this information to understand whether the
user will actually be willing to upgrade to premium.
Search Engine Optimization(Google Indexing)
App Goals
DownloadsReach 100+ downloads by end of first
month of launch.1000+ downloads by the semi-annual.
10000+ by the year end.Conversion to Premium5-10% conversion rate to premium version.
Favorable ImpressionsYouTube subscribers 50 at least before
product launch.
Financial ChannelsThe app’s premium downloads will
be the main sources of income.
Prior to launch the app is expected to earn from its viewership on YouTube, Facebook, Twitter and
Google(AdSense)
Earnings can also come from brand collaborations and related
advertising through SEO.
Let’s hope for the best!
Created by PRATYUSH SINGH, MIT Manipal, during the Marketing Internship by Prof. Sameer Mathur, IIM Lucknow
Disclaimer