Marketing Plan

SaveXBY AKANKSHI MODY

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EXECUTIVE SUMMARY

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The practice where a retailer agrees to match a lower price in-store/online or at another retailer within a specific time frame after purchase.

SaveX searches thousands of online retailers as well as in-store merchants to ensure the consumer pays the best possible price.

Executive SummaryWhat is a price match policy? Our Goal

SaveX detects price drops by monitoring prices of the consumer’s products. These products are monitoring using the receipts uploaded by the user on the app. The user can also choose to give access to his email account using which SaveX will automatically find and use product invoices. The app then helps the consumer claim his money using the price match policy.

What We DoSaveX is a cross-platform application currently in the makes. The company seeks to create a user friendly product which will be used by consumers on their own mobile phones. The app will be launched after the Beta version is released and tested. A paid and Premium version of the application will be made available on all platforms and extensive promotion will be done for the same.

Course of Action

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SITUATIONAL ANALYSIS

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Company Overview

● Convenience : The application facilitates easy price tracking and money returns.

● Effective Communication : The ease of communication between the consumers and employees increases the value of the company.

● Alliances with the retailers offering the price match policy.● Absence of competitors in India, offering access to a large market

share.

● SaveX is the first of it’s kind in India, which gives it a lot of potential to attract majority of consumers.

Core Competencies

Strategic Assets

Market Position

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Market Overview

Customers

The potential consumers include people above the age 18, with

low or average incomes.

Collaborators

Online Retailers, Advertising agencies and beta testers for

the application.

Competitors

Paribus ( United States and Puerto Rico)

Pricerazzi (United States and Canada)

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Market Overview

Context● Economical : User base will be

affected with economy fluctuations since products purchased will be reduced.

● Political : Not all countries support the price match policy.

● Technological : Agile methodology will have to be implemented to avoid obsoletion.

Opportunities ● Increasing number of E-commerce

platforms giving more opportunities for price drops.

● Constant competition amongst E-commerce platforms resulting in frequent sales and discounts on products.

● Increasing user base of E-commerce platforms with advancement of technology.

Threats● Competition : Any new competitor

poses threat due to reduction of market share.

● Obsoletion : With the increasing advancement of technology, there is always a threat of obsoletion without versioning.

● Policy change : Any change in the price match policy poses threat to the company.

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Above 18

Age

Urban Areas

Location

Low and Average Income

Income

Interested in Online shopping and E-commerce

Interests

TARGET CONSUMERS

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GOAL

SaveX will charge 15% of the refund amount as “success fee” to the user. Hence, the company as well the user benefits.

How will it be achieved?

FocusHelp users get money back while increasing company revenues

The main focus will be increasing revenues to not only breakeven, but also profit while helping consumers claim money through the price match policy.

SaveX

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2017 2018 2019 2020 2021 2022

Number of Consumers : 10,000Net Income $50,000:

Number of Consumers : 40,000Net Income : $200,000

Number of Consumers : 80,000Net Income : 400,00

Performance Benchmarks

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STRATEGY

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Target Market

CustomersNeeds : Claiming the

money through the price match policy.

CompetitorsCurrently there is an absence of a

leading competitor in the Indian market. Global Market competitors include - Paribus (U.S. and Puerto Rico) and

Pricerazzi(U.S. and Canada)

CollaboratorsOnline Retailers : Online retailers like Amazon and Flipkart that use the price match policy.Advertisers : The advertising agency for the application.

CompanyPERSONNEL : CEO and a Board of Directors leading the firm.A technical team developing and versioning the application.A marketing team devising strategies for the company.KEY STAKEHOLDERS: Investors of the company.

ContextEconomical : User base will be affected with economy fluctuations since products purchased will be reduced.Political : Not all countries support the price match policy.Technological : Agile methodology will have to be implemented to avoid obsoletion.

Stores change their prices all the time. SaveX gets you money when prices drop. So if you buy something and it goes on sale later, SaveX automatically works to get you the price adjustment.

Value proposition

Positioned as an easy to use, convenient application that gets you refunds when you least expected it.Positioning strategy

We’ll get you what’s yoursPositioning statement

VALUE PROPOSITIONCUSTOMER VALUE

For Retailers : A platform that improves customer experience and consumer satisfactionFor Others : A platform that connects to a major chunk of consumer market, hence increased exposure.

Value proposition

A platform that improves consumer experience and increased consumer interaction.

Positioning strategy

Connect with consumers!

Positioning statement

COLLABORATOR VALUE

A platform to interact and network with like-minded people, with a number of opportunities and chances for developing new skills as well as personal development.

Value proposition

Learning and self development opportunities.

Positioning strategy

Bring out the best in you!

Positioning statement

COMPANY VALUE

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TACTICS

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ATTRIBUTES & SERVICES FREE PAID

Cross - platform application

Browsing through product listing and price drops

Claim cashback

Automatic detection of products through invoices in the mailbox

Notifications on finding the lowest price on the purchased product

PRODUCT

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BRAND

SaveX

We’ll get you what’s yours

Name

Logo

Slogan

SaveX

PRICE

INCENTIVES

Two versions to be launched:

1. Free trial of the Premium version for 1 month

2. PREMIUM version - $0.991. FREE version

2. First 5 claims are not charged with the success fee

15% of the refund amount is charged as success fee

COMMUNICATION

DISTRIBUTION1. Cross-platform application available for mobile users

2. Advertising through dedicated campaigns involving both online and offline elements

1. Social Media : Extensive Communication through social media like Facebook, Instagram, Twitter

2. A responsive, dynamic website developed using the latest technology

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IMPLEMENTATION

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InfraStructure

CTO CFO

CEO

CMO

Technical Team Leader Finance Team

Marketing TeamDevelopers PR Team

PR LeadMarketing Lead

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PROCESSES

SWOTAnalysis

DefineStrategies

DevelopApplication

Customer ServicesEnd Profit

GatherFacts

Promotional Campaigns

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Implementation Schedule

1/1 15/1 1/2 15/2 1/3 15/3 1/4 15/4 1/5

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CONTROL

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METRICS MEASURED BY PARAMETERS MEASURED

Customer Engagement Activity 1. Cashback Claims2. Products3. Downloads

Customer Service Product Performance 1. Crash Reports2. Queries Resolved3. Response Time4. Subscription Withdrawals

Business Goals Revenue Generation 1. Download Growth Rate2. Subscription Growth Rate3. Revenue from Premium App4. Revenue from “success fee”

Performance Evaluation

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Thank you for your Attention

This presentation was made by Akankshi Mody, DJSCE - Mumbai, during a marketing internship by Prof. Sameer

Mathur, IIM Lucknow

DISCLAIMER

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